After Less Than 3 Months of Storz Programming

26" YEAR iv BROADCASTING TELECASTING

THE BUSINESSWEEICLY OF RADIO AND "TELEVISION DECEMBER 3, 1956 35¢ PER COPY

BT exclusive: Top 40 agencies in.,Ldp. Page 27 r4PI Radio -tv dominates AAAA Eastern avd$4,7nr Page 46 New, better radio -tv research ca S£a g4 : 0ti , . 47o-41:ß Page 60 b C'p ' FPS °l Kill all- channel set tax to save t Sty o£s_x'Y Page 78

41. T., e

It happened ... and fast ... in Miami raai%. WQAM leaps to 1st Pkice in audience after less than 3 months of Storz programming

That's how fast listening habits have HOOPER" SAYS: changed in Miami as a result of less than A DECISIVE FIRST, ALL DAY: 3 months of "Storz Station" program- WQAM ming. And it's a decisive first place with WQAM . . 28.4% Station "F" 5.0% Station "G" 3.4% a pace- setting 24.3% in the morning Station "A" .18.3% H 2.6 Jo and a convincing 31.8% in the after- MIAMI Station "B" .16.2% Station Station I 1.4% noon. Already a fine buy to begin with "C" .11.1% Covering all of Station Others 2.4% -WQAM is now the buy in Miami. Talk Station "D" 6.0% Hooper, Oct: Nov., 1956 to the BLAIR man-or WQAM GM Southern Florida with Station E 5.2% a.m: p.m., Eton: Sat. JACK SANDLER. 5,000 watts on 560 kcs.

TODD STORZ, President

WDGY WHB WQAM KOWH WTIX Minneapolis -St. Paul Kansas City Miami Omaha New Orleans

Represented by John B /air & Co. Represented by Adam Young Inc. From RESIDENT t the

/67

COLUMBIA SOUTHERN CHEMICAL CORP.

ÌGe WiteeLu,a MatÍeett.s otitf. rtaz(4. +tiuv>ieet -A,tketiat__ bastëst .thLl linWn, Chemicals, Steel, Coal -these and many other basic industries- booming, expanding, growing-in the Greater Wheeling Market, the "rich Ruhr Valley of America." Ilow do YOU figure in this picture of industrial

SOLVAY PROCESS DIVISION -A. C. & D. expansion? Project your sales in America's industrial heartland by using the dominant advertising medium, W "l'tiF -TV, consistently outdistancing the competition in every accredited measurement of audience survey. The eyes of the valley are on WTRF -TV!

'a stajr'on worth watching' wirf Iv Wheeling 7, West Virginia

For availabilities and complete coverage information -Call Hollingbery, Bob Ferguson, VP and General Manager, 316,000 watts or Needham Smith, Sales Manager. Equipped for network color CEdar 2.7777 .- li

reaching a market that's reaching - Alma- new importance! This map is charted in proportion to the net effecti'e buying income for the counties included in the new KGUL -TV coverage area. KGUL -TV'S NEW SUPER TOWER DELIVERS 14 OF TEXAS

KGUL's area coverage (with over 600,000 fomilies) encompasses Galveston, Houston and the entire Gulf Coast. The buying power of this area represents 25% of the total buying power of the whole state of Texas. Here is a real Texas -size buy for your advertising dollars.

KGUL -TV is the only station delivering a primary city signal to both Galveston and Houston.

Gulf Coast State of Texas TV Market % Families 2,510,500 611,600 24.36 Effective Buying Income $12,622,592 $3,258,444 25.81 Source of Figures: Sales Management kgillri

Galveston, Texas

Represented Nationally by CBS Television Spot Sales

Published every Monday, with Yearbook Numbers (53rd and 54th issues) published In January and July by BROADCASTING Puscrcerroxs, Ixc., 1735 DeSales St., N.W.. Washington 6, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C., under act of March 3, 1879. ;min I RADIO CBS DALLAS

is the only Ful Fi im e 5LCi3 IOU Station

tdm

Dallas -Ft. Worth area!

KRLD is the only 50,000 watt station operating in the Dallas -Fort Worth area not sharing its frequency with another station. Complete saturation, morning, afternoon and night, of this rich, rapidly expanding market, plus North Texas and Southern Oklahoma, is yours with just ONE ORDER one order ... on KRLD. Best of all ... by not having to divide contracts with two stations ... you earn greater ONE BILLING frequency discounts ... maximum impact for minimum investment. KRLD is the oldest CBS affiliate in Texas. South- MAXIMUM COVERAGE western listeners are accustomed to tuning to 1080 for their favorite radio entertainment. Popular regional and top - MINIMUM COST rated CBS programs consistently make KRLD the No. 1 station for this vast audience ... one of the highest income groups in the nation. To reach this group completely, effectively and economically, your basic advertising medium choice should be ... MUST be ... KRLD ... Dallas.

O U T L E T F O R C B S R A D I O N E T W O R K I N DALLAS AND FT. WORTH

Owned and operated by KRLDTV, televising with Maximum Power from the top of Texas' Tallest Tower, The Dallas Times Herald station, Herald Square, Dallas 2. The Branham Company, National Representatives.

JOHN W. RUNYON CLYDE W. REMBERT Chairman of the Board President

50,000 WATTS COMPLETELY SATURATES THE GREAT SOUTHWEST MARKET F

Page 4 December 3, 1956 BROADCASTING TELECASTING closed circuit:

DEADLINE Look for action before end CONTRARY to past practice, ABC plans were "assessed" certain sums to make up of year in Justice Dept. investigation of to hold regional spring meetings of its radio combined estimated $8 million pot for NBC -Westinghouse exchange of Cleveland affiliates next March, in advance of and campaign. and Philadelphia stations. Federal grand separate front NARTB's convention (April B IT jury in Philadelphia now is considering 7). Sessions would be held in New York, CULTURE SPREADS Emilio Azcar- evidence-which has been presented in full Chicago, New Orleans and San Francisco, ragas's Mexican network, Telsistema Mexi- -and is expected to decide before Dec. with dates depending on availability of cana S. A., has just concluded deal whereby 31 whether or not to indict. No matter Leonard Goldenson, president of parent hour -long Spanish version of ABC -TV what grand jury does, Justice Dept. also American Broadcasting - Paramount The- Ted Mack Show will be presented on has power to move in civil action, and jus- atres and acting president of ABC. both television and radio network, origi- tice, too, will make up mind by end of year. BIT nating in Mexico City, with winners to be BT UP IN AiR Tall tower problem ought to sent to New York to be on U. S. show. come to some sort of head this week. Pend- Goodyear -Oxo (Mexican division of Good- Justice IT WiLL TAKE much longer for ing broadcasters' agreement on criteria of year Tire & Rubber Co.), through Young to conclude its broader investigation of judging exceptions, FCC has been delaying & Rubicam, New York, will sponsor half television networks. Victor Hansen, assist- action on its proposal to force tall tower of Spanish version. Other half is expected ant attorney general in charge of antitrust applicants to justify why they cannot locate to be sold shortly. has not changed proceedings, reportedly towers in antenna "farm" areas. Broad- B IT his view given to House Antitrust Subcom- casters apparently are split between group CIVIL SERVICE requirements call for mittee last September that it will be 18 which believes operators should fight whole vacancy of Conelrad supervisor, vacated months to two years before his office can idea and one that feels it would be better by Ralph Renton (upped to assistant chief decide whether networks are violating mo- to work out criteria themselves than to engineer in charge of technical research; nopoly laws. In recent weeks FBI agents hazard passage of inflexible legislation. see story page 82), to be advertised. have been visiting networks, and have .sub- NARTB engineering unit meets today Among those certain to be considered for mitted detailed questions which networks (Monday), with working group of Joint post are Conelrad field supervisors: Robert will require weeks, at least, to answer. Industry Government Tall Structure Com- D. Linx, who covers West Coast, North- BT mittee scheduled to meet Wednesday. west and Northeast, and E. C. Thelemann, B IT who covers Midwest, Southeast and South- GRATITUDE Mysterious ways of Madi- J. HENLEY, associate FCC gen- west. son Ave. were never better exemplified than SMITH eral counsel, will leave to take major Jus- BIT by still -to -be- announced withdrawal of major account from major agency. Seems tice Dept. post. Mr. Henley joined Com- SNEAK PREVIEW Although public was 1954, became associate that a ;ency vice president, who some years mission in May not informed, west coast viewers of CBS - position, ago had chance to get block of stock in tv general counsel, a new in No- TV Doug Edwards News, 6:15 p.m. Fri- applicant in good market at bargain price, vember 1955. day, saw rebroadcast on Columbia Tele- cemented client relations by letting some B IT vision Pacific Network via Ampex video of agency's best accounts in on deal. Re- ENDORSEMENT Now that regional tape recorder instead of normal film kine- cently they sold out holdings at profit of meetings to explain it to affiliates are over, scope. No change in picture condition was better than 25 to 1. One client, dropping NBC Radio officials are confident they'll evident although some observers who knew into agencyman's office to say thank you, meet Jan. 14 target date for launching most it was tape felt picture was improved over casually remarked on departing, "This was of their new programming and operation film. CBS -owned KNXT (TV) Los Angeles great, but we've decided to give our account plan, including five- minute news hourly; fed tape to nine -station CTPN. Technical to an agency that concentrates on advertis- 70- second station breaks (giving affiliates crews have been making dry runs on Am- ing." one -minute local commercial availabilities); pex unit for more than week. BIT strengthened programming, and right of B IT affiliates to sell network sustainers locally, NEW Desilu tv package, Whirlybirds, syn- is determined to clean up ils television FCC subject to recapture [BT, Nov. 12, et seq]. dicated by CBS Television Film Sales, sold hearing cases by end of January, under "Hot line" feature to supply affiliates with in 67 markets with billing to exceed $750,- mandate given staff by Chairman George hot news instantly is already in effect. Net- 000, it will be announced today by Thomas McConnaughey. Awaiting final decision C. work is now soliciting stations for contract Moore, CBS Tv Film Sales general sales Miami 10); are eight hearing cases: (ch. changes incorporating new plan, says re- manager. Buyers include Continental Oil (ch. 7); Indianapolis (ch. 13); St. Seattle sults are "good beyond expectations." Offi- Co. through Benton & Bowles for 39 (ch. 9); Orlando, Louis (ch. 11); Charlotte cials report reaction of affiliates at regional markets in West and Southwest; Laura 9); Buffalo (ch. 7), and Boston Fla. (ch. sessions was virtually "100% favorable" Scudder Foods through Mott! & Siteman (ch. 5). except for few who were not in position to for all California markets, and National BIT commit their station managements or were Biscuit Co. through McCann- Erickson for noncommittal. YES BUT American Broadcasting -Para- otherwise six markets. mount Theatres now has it in writing from B IT BT Antitrust Division of Justice Dept. that SIGNIFICANT reversal of advertising ONE GOOD TURN Van Munching & under motion picture consent decree of policy is reflected in Swift & Co.'s 1957 Co. (importers of Heineken's Holland 1949, it has right to produce theatrical pic- "Operation Consumer Impact" campaign beer), N. Y., plans repeat of last year's tures. Within last fortnight, AB -PT re- plans, with purchase of three network tv successful winter campaign in Greater Mi- ceived reply to its letter of Sept. 4 asking spectaculars plus mentions on meat pack- ami market starting Dec. 17. Going after for ruling, and it confirmed oral under- er's six regular network tv programs. Re- vacationing New Yorkers as well as resi- standing [BT, Nov. 19]. Department versal stems from fact that, for first time dents, Van Munching has lined up 13- added, however, that it would watch devel- in Swift history, individual product man- week spot radio drive on WGBS and opments to ascertain that motion picture ager recommendations were sublimated to WINZ which "may possibly" be expanded production activities do not run counter to single overall advertising goal set for "Im- to include Tampa and Jacksonville. Peck antitrust laws. pact". As result, individual product groups Adv., N. Y., is agency.

BROADCASTING TELECASTING December 3, 1956 Page 5 IN INLAND CALIFORNIA (AND WESTERN NEVADA(

RADIO

adAs NtMC. 4ike. meueti

These inland radio stations, purchased as a unit, give you more listeners than any competitive combination of local ENO stations ... and at the lowest cost per thousand! (SAMS SACRAMENTO and SR &D) In this inland market - ringed by mountains - the Bee- line covers an area with over 2 million people, more buy- KMJ FRESNO ing power than Colorado. more farm income than Kansas. (Sales Management's 1956 Copyrighted Survey) KERN BAKERSFIELD

SACRAMENTO, CALIFORNIA Paul H. Raymer Co., National Representative

Page 6 December 3, 1956 BROADCASTING TELECASTING at deadline

SACKS TO HEAD NBC -TV PROGRAMS; BUSINESS BRIEFLY LEWINE LEAVES ABC FOR NBC POST Late- breaking items about broadcast business; for earlier news, see ADVERTISERS EMANUEL (MANIE) SACKS has been named charge of tv network programs for Pacific Div., vice president in charge of television network and Mort Werner, vice president for national & AGENCIES, page 27. programs for NBC and Robert F. Lewine will programs. leave ABC tv programming and talent vice ABC officials said Mr. Lewine's successor presidency to join NBC's tv program depart- has not been chosen. OPENING GUN H. J. Heinz & Co., N. Y., ment in mid- December, NBC President Robert Mr. Sacks takes over programming re- will promote its famous "57 Varieties" slogan W. Sarnoff is announcing today (Mon.). sponsibilities which have been handled pri- in unusual television spot campaign based on In his new role Mr. Sacks, who has been marily by Messrs. McAvity and Werner since "Famous 57 in '57" theme on New Year's Eve staff vice president of NBC and continues as Richard A. R. Pinkham moved from vice presi- and New Year's Day, using three station staff vice president of parent RCA, will report dent in charge of tv network programs to vice identifications and three 20- second announce- to Thomas A. McAvity, NBC executive vice president in charge of advertising short time ments. Maxon Inc., N. Y. agency, looking for president in charge of tv network programs and ago. availabilities on New Years' Eve at midnight Mr. Sacks is veteran of more than 25 years break and for those near football telecasts on in entertainment field, talent relations and New Year's Day. Spots will be placed in about broadcasting. He served successively with 90 markets. WCAU Philadelphia and its artists bureau, with MCA and Columbia Records before mov- GREY FOR GREYHOUND Greyhound Bus ing in 1950 to RCA as director of artist rela- Lines, Chicago, names Grey Adv., N. Y., to tions at RCA Victor. He became RCA staff handle advertising account, effective March 1. vice president, then vice president and general Account, which bills approximately $4 million manager of RCA Victor Records, and in 1953, annually, had been serviced for many years in addition to his two other positions, was by Beaumont & Hohman Inc., Chicago. Grey- named staff vice president of NBC. hound uses radio and tv spot and last had net- Mr. Lewine joined creative staff of Cine- work exposure two seasons ago with participa- Television Studios Inc. after Navy service tions on Omnibus, then on CBS-TV. during war, becoming vice president in charge CANDETTES of operations. In 1947 he left to form own CAMPAIGN Charles Pfizer MR. SACKS MR. LEWINE & Co. (Candettes lozenges), tv commercials production company, later was throat Brooklyn, sales. As NBC staff vice president he reported director of radio and tv for Hirschon -Garfield N. Y., placing 10 -week spot campaign on 10 tv and 12 radio stations to President Sarnoff. agency (later merged with Peck Adv.) from starting Jan. 10. Dowd, Redfield Mr. Lewine's exact assignment at NBC was 1950 to 1953, when he moved to ABC as east- & Johnstone, N. Y., is agency. not disclosed. He will be proposed for vice ern program director. He was named director TV FOR FERTILIZER presidency at NBC board meeting Friday, Mr. of ABC -TV program department in 1954 and F. S. Royster Guano (fertilizer), Sarnoff said, and will report to Mr. Sacks, as vice president in charge of programming and Co. Norfolk, Va., placing television spot announcement will Alan W. Livingston, vice president in talent last January. campaign starting in Janu- ary in Virginia and Carolinas. Agency: Van Sant, Dugdale & Co., Baltimore. study fostered by FCC in order to determine Twelve Named to Judge SUNOCO PUSH future of uhf. TASO comprises five groups - Sun Oil Co. (Sunoco), Voice of Democracy Contest NARTB, RETMA, Assn. of Maximum Service Phila., for its new "five -way filling pump" BOARD of 12 persons who will serve as na- Telecasters, Committee for Competitive Tv, (that gives gasoline purchasers choice of oc- tional judges in 10th annual Voice of Democ- and Joint Council on Educational Tv. Others tanes), pressing down broadcast advertising racy contest announced by NARTB President will be invited to join in program of analysis. accelerator in Florida and parts of southeastern Harold E. Fellows, VOD chairman. Contest is Mr. Towne graduated from Rensselaer Poly- Georgia this month. Next week, Sunoco co- sponsored by NARTB, Radio -Electronics-Tv technic Institute, Troy, N. Y., in 1929, and launches 10 -13 week saturation spot radio Mfrs. Assn. and U. S. Junior Chamber of Com- was with Stromberg-Carlson Co., Rochester, campaign on over 50 stations, following up merce. National board comprises Dr. W. R. N. Y., for 13 years, the last five as manager of with 52 -week tv film sponsorship in two new G. Baker, General Electric Co., RETMA pres- engineering and research. He is member of markets. Ruthrauff & Ryan, N. Y., is agency. ident; Lee Bristol, Bristol -Myers Co.; Rev. National Society of Professional Engineers, as George M. Docherty, New York Ave. Presby- well as other professional societies. Successful terian Church, Washington; Allen W. Dulles, search for paid director came after TASO un- director, Central Intelligence Agency; Wendell successfully offered position to Arthur V. Movie Companies Make Deal Ford, president, U. S. Junior C. of C.; Dr. Loughren, IRE president and former Hazeltine With Griffìng Pay -Tv System American Anna L. Rose Hawkes, president, research vice president, and Alex Jensen, Bell MAJOR motion picture companies were re- Women; Gabriel Kajeckas, Labs. executive. Assn. of University ported Friday to have entered into agreements 1956 co-winner; Sen. John F. Kennedy VOD with southwest theater owner Henry Griffing, Actor Raymond Massey; George (D- Mass.); To Draft Engineering Exhibits under which they would lease their feature president, AFL -CIO; Donald A. Meany, NARTB Broadcast Engineering Conference films to Griffins for theatre use and also permit Quarles, Air Force Secretary, and Martha Committee, of which John G. Leitch, WCAU- him to show them simultaneously on experi- Skull, president, National Education Assn. AM-TV Philadelphia, is chairman, meets to- mental basis over pay- television system in Bar- Iowa State College Professor morrow (Tues.) to start planning annual spring tlesville, Okla., using Jerrold Corp. equipment. technical meeting to be held during NARTB Spokesman for Columbia Pictures in New Accepts Post as TASO Chief convention in Chicago. Other members of com- York confirmed that his company had made APPOINTMENT of George R. Towne, Iowa mittee are Raymond F. Guy, NBC; William B. this agreement with Mr. Griffing "purely as an State College electrical engineering professor Lodge, CBS; Frank Marx, ABC; Ross H. Be- experiment" and he said it was his understand- and associate director of its engineering experi- ville, WWDC Washington; Joseph B. Epper- ing other major studios have made similar ar- mental station, as excutive director, Television son, WEWS (TV) Cleveland; John A. Shay, rangements. Jerrold is a major manufacturer Allocations Study Organization, announced WTVJ (TV) Miami; J. A. Shusser, KOA -AM- of community antenna television equipment Friday. Salary: $25,000. Mr. Towne was TV Denver; Harry Tilley, WOR -TV New York, and has claimed in past that its "wired system" signed for minimum of one year to oversee and John T. Wilner, WBAL Baltimore. for pay tv does not require FCC approval. BROADCASTING TELECASTING December 3, 1956 Page 7 in Kansas City instead of claimed audience

get the documented* audience ...with

*more quarter -hour firsts, according to PULSE (August), ARB (July) and NIELSEN (July) than any other station in the Greater Kansas City area.

Joe Hartenbower, General Mgr. Sid Tremble, Commercial Mgr.

KCMO -TV . . . One of Meredith's Big 4 . . All- Family Stations SYRACUSE MAHA \W_\W w1D O W W RADIO TV RADIO RADIO TV 620 kc. Channel B 90 kc. 590 kc. Channel 6 CBS CBS CBS CBS

R d b YATE AGENCY INC. JOHN BLAIR 6 CO. BLAIR TV, INC. MEREDITH Radio cued 7eéectdio« STATIONS

affiliated with Better homes and Gardens and Successful Farming magazines

Page 8 December 3, 1956 BROADCASTING TELECASTING PEOPLE

KENNETH H. BAKER, vice president of Mar- ket Research Corp. of America, has joined California -Oregon Television Inc., operating at deadline three Smullin tv stations in California and Oregon, as vice president in charge of research and market development. He is former NARTB research director and president of Broadcast Measurement Bureau. Stations operated by Binghamton, Ashland Sales NARTB Mails Out Ballots William B. Smullin are KIEM -TV Eureka, KBES -TV Medford and KOTI -TV Klamath Filed for Commission Approval For Radio Board Elections Falls. TWO APPLICATIONS were filed with FCC ELECTION process to fill 17 places on NARTB JOHN K. OTTLEY Jr. has been elected a stations Friday seeking approval to sales of Radio Board got underway Friday as Everett partner of Liller, Neal & Battle, Atlanta and in Binghamton, N. Y., and Ashland, Ohio. E. Revercomb, secretary- treasurer, mailed out New York advertising agency. WINR -AM -TV Binghamton was sold by forms to be used in certifying station represent- Southern Tier Radio Service Inc. to Bingham- atives who will be eligible for nomination. HENRY LUHREMAN, formerly in sales posts ton Press Co. (Gannett newspaper interests) for Forms must be returned by Jan. 3. with MCA -TV in St. Louis and Frederic W. $165,000. WINR is 680 kc, I kw day, 500 w Expiring terms are for nine odd -numbered Ziv Co., to Official Film's St. Louis office as night, directional antenna. WINR -TV is on districts and eight at -large directorships. Terms sales representative in six -state midwestern ch. 40, received grant in September 1954, never end April 11 at close of annual NARTB con- area. has been on air. Balance sheet for stations vention. Board members ineligible to run for WALTER A. TIBBALS, vice 30) showed total assets of $161,- re- election are Herbert L. Krueger, WTAG president of Four (dated Sept. Star Inc., assets; cur- Worcester, Radio Board vice chairman; George Films has resigned effective imme- 578, of which $26,853 was current diately H. Clinton, WPAR Parkersburg, W. Va.; Wil- to join LEE SAVIN, former produc- rent liabilities of $75,040, and deficit of $4,641. vice liam D. Pabst, KFRC San Francisco; Richard tion president of Gross -Krasne, in inde- Gannett Co. broadcast properties. all held pendent television company. through newspapers, are WENY Elmira, N. Y.; M. Brown, KPOJ Portland, Ore., and F. Ernest Lackey, WDAN -AM -TV Danville, Ill.; WHEC -AM -TV WHOP Hopkinsville, Ky. JOHN A. KUNEAY, vice president and mem- Rochester, N. Y. (85.7 %), and WHDL -AM -FM ber of board of Fletcher D. Richards Inc., Y &R Olean, N. Y. (49 %). International Research Meet N. Y., as well as supervisor in charge of tire Also sold Friday was WATG -AM -FM Ash- Planned for New York Dec. 7 -11 division account of U. S. Rubber Co., to Grey land, Ohio, from Ashland Broadcasting Co. to Adv., N. Y., as vice president and account RESEARCH department of Young & Rubicam, supervisor. Radio Ashland Inc. for $112,000. WATG is N. Y., will hold international research confer- 1340 kc, 250 w. WATG -FM is Class B on ence Dec. 7 -11 in New York, for Y &R's re- GORDON G. VANDERWARKER, media di. mc. balance sheet as outlet on 101.3 Stations' search specialists in Montreal, Toronto, Lon- rector at Needham, Louis & Brorby Inc., N. Y., of Aug. 31 showed total assets of $60,352 don, Mexico City, Frankfurt and U. S. elected vice president. ($11,327 current assets), current liabilities of According to Sigurd S. Larmon, Y &R presi- $14,173, and deficit of $12,123. dent, more than 40 research executives will Radio Ashland is comprised of Charles D. take part in conference held under direction Calhoun (55.1 %), former chief engineer, of Dr. Peter Langhoff, vice president and re- Commercial Tv Receives Praise WLOH Princeton, W. Va., and at one time search director. Emphasis will be on use of manager of WSAY Rochester, N. Y.; Charles data to marketing and advertising problems For Educational Programming Winick (34.9 %), on faculty of Queens Col- with talks by Mr. Larmon, Vice President Louis lege, N. Y., and Lewis Clarkin Roche (10 %), N. Brockway, and General Foods Vice Presi- SURVEY of educational tv programs on com- electronics technician. dent R. M. Schmitz. mercial stations "is indicative of the felt responsibility . in carrying out a continued policy of public service to their respective communities," Dr. Franklin Dunham, chief of SDX Plans To Stress Journalistic Opportunities radio-tv, U. S. Office of Education, said Fri- day in announcing results of survey by federal SIGMA DELTA CHI, national journalistic fra- Argentina's Dr. Alberto Gainza Paz, editor agency. ternity, will stress work opportunities in all and publisher of La Prensa, whose paper had "Like previous surveys made before the branches of journalism as its 1956 -57 national been seized by Peron and then returned to present 23 noncommercial educational stations ac- him year ago when theme with implementation scheduled for dictator was overthrown, in were on the air," he said, "it gives strong in- tion at closing session of 47th annual conven- banquet address Thursday warned that no dication of the fine cooperative effort which tion in Louisville last Saturday (see early story American republic today is free from "the real exists between the educator and the broadcaster page 74). or potential threat" to freedom. Peron's seiz- in making known the needs and the services Convention, having record attendance ex- ures also had embraced both radio and tele- of schools and colleges throughout ceeding 400, also was to vote Saturday on in- vision. America." He commended role of commercial tv stations coming slate nominated as follows: Honorary Freedom of access to news at all levels re- in White House Conference on president, Barry Bingham, president and editor - quires vigilant continuing effort, it was agreed Education, held in- chief, Courier Journal and Louisville Times by panel of experts Friday moderated by Clark early in 1956. (WHAS- AM -TV); president, Sol Taishoff, BT R. Mollenhoff, Cowles bureau, Washington. Gertrude G. Broderick, radio -tv education Washington; vice president, professional chap- Panelists were Edward Barrett, dean, Columbia specialist of federal agency, conducted survey. ter affairs, Robert Cavagnaro, general execu- U. School of Journalism and former Assistant She pointed to "truly remarkable demonstra- tive of Associated Press in charge of western Secretary of State for overseas information, in- tions" of tv's use for educational purposes. Her area; vice president, undergraduate chapter af- cluding Voice of America; William Arthur, study shows programs on commercial tv sta- fairs, Edward Lindsay, editor, Lindsay -Schaub managing editor of Look, and Guy Easterly, tions indicating "a cooperative working re- newspapers, Decatur, Ill.; vice president, ex- publisher, LaFollette Press, weekly of LaFol- lationship between the commercial stations pansion, James A. Byron, news director, lette, Tenn. and WBAP -AM -TV James the schools within the available time limits." Fort Worth; secretary, Panelists also agreed it was short step from Pope, executive editor, Courier -Journal, Louis- controlled access to dictatorship. They dep- was ville. Nominated for re- election as treasurer recated government by handout and resistance Nomi- WMGT (TV) Due Back on Air Buren McCormack, Wall Street Journal. of public officials to permit reporters to get be- nated for executive council vacancies were hind press releases. Mr. Barrett suggested that IMMINENT return to air of ch. 19 WMGT V. E. (Red) Newton, managing editor, Tampa every incident of restraint, at whatever level, (TV) Pittsfield, Mass., was indicated Friday Tribune (WFLA- AM-TV), and Bill Ray, NBC be resisted, and suggested that SDX as all - when FCC granted station requested special news editor, Chicago. inclusive journalism organization, assume lead- temporary authority to Press freedom, both domestic and interna- resume commercial ership. tional, highlighted four -day convention, pre- operation. WMGT was knocked off air by sided over by Mason Rossiter Smith, editor Top professional chapter award went to strong winds last February. In requesting special and publisher, Tribune -Press, Gouverneur, Washington, D. C., with these runnersup: authority to go back on, station said it planned N. Y., who moves to chairmanship of execu- Northern California (San Francisco), Dallas, to recommence "some time during first week in tive council. Milwaukee and North Dakota. December."

BROADCASTING TELECASTING December 3, 1956 Page 9 Broadcasting Publications Inc. Sol Taishoff President Maury Long H. H. Tash P. T. Taishoff the week in brief Vice President Secretary Treasurer BROADCASTING* RADIO -TV'S TOP 40 AGENCIES EIGHT TRANSFERS UP TO FCC BST's fifth annual survey of advertis- Sale of ch. 9 KDW1 -TV Tucson to TELECASTING ing agencies and their broadcast bill- Texas group for $533,000 is largest of ings reveals Young & Rubicam, BBDO station transfer applications filed with and McCann -Erickson as top 1956 THE BUSINESSWEEKLY OF RADIO AND TELEVISION the Commission last week 80 radio -tv advertising... 27 Published Every Monday by Broadcasting spenders for Publications Inc. NETWORK MUSIC BUYS Executive and Publication Headquarters TV DOMINATE AAAA MEET Broadcasting Telecasting Bldg. RADIO, 1735 DeSales St., N. W., Washington 6, D. C. NBC AND CBS spend $3 with ASCAP Telephone: MEtropolitan 8 -1022 Workshop sessions at annual confer- EDITOR & PUBLISHER: Sol Taishoff for every $1 with EMI, according to ence of AAAA's eastern region con- MANAGING EDITOR: Edwin H. James five records of broad- SENIOR EDITORS: Rufus Crater (New York). J. centrate on broadcast media 46 -year financial Frank Beatty, Bruce Robertson faces needed 50 caster-owned performing rights organ - NEWS EDITOR: Fred Fitzgerald New SPECIAL PROJECTS EDITOR: David Glickman Three ways to spend $750,000 56 iaztion revealed to House Antitrust ASSOCIATE EDITORS: Earl B. Abrams, Lawrence Christopher (Hollywood) Subcommittee 82 ASST. TO MANAGING EDITOR: Donald V. West NEW, BETTER RESEARCH NEEDED ASSISTANT EDITOR: Harold Hopkins STAFF WRITERS: Ray Ahearn, Jacqueline Eagle, BITNER MULLS BIDS Dawson Nail. Munsey Slack, Ann Tasseff Advertiser, agency and media authori- EDITORIAL ASSISTANTS: Halma Blair, Sylvia Quinn. ties call for improved methods of Four or five offers have been received Rita Wade LIBRARIAN: Catherine Davis broadcast research at second annual for Consolidated radio and tv proper- SECRETARY TO THE PUBLISHER: Gladys L. Hall conference of Advertising Research ties following collapse of $16 million BUSINESS Foundation 60 -Collier; no decision VICE PRESIDENT & GENERAL MANAGER: Maury Long sale to Crowell SALES MANAGER: Winfield R. Levi (New York) likely for month or more, Harry M. SOUTHERN SALES MANAGER: Ed Sellers WIDER ROLE FOR FARM DIRECTORS PRODUCTION MANAGER: George L. Dant Bitner Sr., chairman, reports 92 TRAFFIC MANAGER: Harry Stevens as CLASSIFIED ADVERTISING: Wilson D. McCarthy Having already gained recognition ADVERTISING ASSISTANTS: Doris Kelly, Jessie industry force, farm broadcasters CBS -TV SPOT SALES UP 21% Young AUDITOR -OFFICE MANAGER: Irving C. Miller should accept more responsibility for ASSISTANT Billings of CBS Television Spot Sales AUDITOR: Eunice Weston sales, NATRFD is told 70 SECRETARY TO GENERAL MANAGER: Eleanor Schad' have increased more than predicted, CIRCULATION & READER'S SERVICE John A. Schneider, general manager, MANAGER, John P. Cosgrove RADIO'S FALL RADIO'S FAULT SUBSCRIPTION MANAGER: Frank N. Gentile tells station managers' meeting 94 CIRCULATION ASSISTANTS: Gerry Cleary, Cecilia Medium did most to bring about its Delfox, Bessie Farmer, Charles Harpold, Joseph Sapienza own decline, now is getting itself up on SUIT AFM HIT BY SECOND BUREAUS top again, RAB's Kevin Sweeney tells Los Angeles local members add $4.5 NEW YORK RTES 72 444 Madison Ave., Zone 22, Plaza 5 -8355 million damage suit over trust fund re- Editorial ceipts from sale of old movies to tv to SENIOR EDITOR: Rufus Crater TV: REPORTER OR PROMOTER? AGENCY EDITOR: Florence Small earlier $8.5 million suit over record- ASST. NEW YORK EDITOR: David W. Berlyn Sig Mickelson, CBS news chief, warns NEW YORK FEATURES EDITOR: Rocco Famighetti ing fees 100 STAFF WRITERS: Frank P. Model, Selma Gersten. of danger that tv may turn political Doris Fischoff news events into propaganda spec- Business REPORT ON BRITISH TV taculars 75 SALES MANAGER: Winfield R. Levi SALES SERVICE MANAGER: Eleanor R. Manning Nielsen booklet shows Great Britain's EASTERN SALES MANAGER: Kenneth Cowan ADVERTISING ASSISTANT: Donna Trolinger LIFT SET TAX TO SAVE UHF tv homes up 25% in first year of commercial tv operation, with commercial CHICAGO Broadcasters tell House Ways & Means 360 N. Michigan Ave., Zone 1, CEntral 6 -4115 Subcommittee that removal of excise stations getting most time of viewers MIDWEST NEWS EDITOR: John Osbon MIDWEST SALES MANAGER: Warren W. Middleton, tax from all- channel tv receivers would who can choose between them and Barbara Kolar be major step toward saving uhf ...78 BBC programming 106 HOLLYWOOD 6253 Hollywood Blvd., Zone 28, H011ywood 3 -8181 ASSOCIATE EDITOR: Lawrence Christopher WESTERN SALES MANAGER: Bill Merritt, Virginia Bialas Toronto, 32 Colin Ave., HUdson 9.2694 James Montagnes

SUBSCRIPTION INFORMATION Annual subscription for 52 weekly issues: $7.00. Annual subscription including BROADCASTING Yearbook (53d issue): $9.00, or TELECASTING Yearbook (54th issue): $9.00. Annual subscription to BROADCASTING TELE- departments CASTING, including 54 issues: $11.00. Add $1.00 per year for Canadian and foreign postage. Regular issues: Advertisers & Agencies 27 Government 78 Open Mike 16 350 per copy; 53d and 54th issues: $3.00 per copy. ADDRESS CHANGE: Please send requests to Circulation At Deadline 7 In Public Interest 108 Our Respects 20 Dept., BROADCASTING TELECASTING, 1735 DeSales St., Awards 109 N.W., Washington 6, D. C. Give both old and new In Review 14 Personnel Relations 100 addresses, including postal zone numbers. Post efface will forward issues. Closed Circuit 5 International 106 Professional Services. 105 not Colorcasting 32 Lead Story 27 Programs & Promotion 120 BROADCASTING' Magazine was founded in 1931 by Editorial 134 Broadcasting Publications Inc., using the title: BROAD- Manufacturing 102 Stations 94 119 CASTING'-The News Magazine of the Fifth Estate. Education Broadcast Advertising was acquired in 1932, 111 Broadcast Film 86 Networks ..... 98 Telestatus .. Reporter In 1933 and Telecast' in 1953. For the Record 124 On All Accounts 24 Trade Assns. 70 Reg. U. S. Patent Office Copyright 1956 by Broadcasting Publications Inc.

Page 10 December 3, 1956 BROADCASTING TELECASTING LOOKING FOR

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BROADCASTING TELECASTING December 3, 1956 Page 11

RADIO DIVISION

EDWARD PETRY & CO., INC. NEW YORK CHICAGO ATLANTA DETROIT LOS ANGELES SAN FRANCISCO ST. LOUIS IN REVIEW TOP RATING IN HIGH BUTTON SHOES jewel, the Plaza -we'd venture to say that little Eloise could have written a better one IF YOU can sit with a clear conscience herself with only a pastel crayon from the CINCINNATI! through a 90- minute musical show that has five and dime. no particular plot, or even form, then you Production costs: $250,000. probably enjoyed the NBC -TV Saturday Co-sponsored by Ronson Corp. through Spectacular presentation of "High Button Norman, Craig & Kummel; Singer Sew- Shoes," Nov. 24. Certainly Nanette Fabray, ing Machine Co. through Young & Rubi- Hal March, Don Ameche and the show staff cam; Bristol-Myers Co. through BBDO; did about all any artist could to make it a Philip Morris Co. (Marlboro) through Leo diverting evening. Burnett & Co. on CBS-TV's Playhouse A high point of the lighthearted produc- 90, Thurs., Nov. 22, 9:30 -11 p.m. EST. tion was the Mack Sennett Ballet. Miss Adapted by Leonard Spigelglass and Kay Fabrey, mugging in the midst of the ubiqui- Thompson from Miss Thompson's 1955 tous cops, was in her element. And so were book, "Eloise" (Simon & Schuster, N. Y., directors and cameramen. Catching so much 1955). Producer: Martin Manulis; direc- action on one small television screen was no tor: John Frankenheimer; asst. producer: mean accomplishment. Russell Stonham; assoc. director: Ron A low point to some color viewers, those Winston; lyrics, score and arrangements: who favor traditional color schemes, was the Lennie Hayton and Kay Thompson; art set of shocking combinations effected by a director: Al Heschong; story editor: Peter costumer mismating blues and greens, pinks Kortner. the and oranges. The time is past when designers Cast: Evelyn Rudie, Ethel Barrymore, Mil- have to stand on their heads to prove they dred Natwick, Kay Thompson, Hans Con - are working in color. And the inevitable red ried, Louis Jourdan, Maxie Rosenbloom, vest will probably go down in history as one Charlie Ruggles, Monty Woolley, Conrad ELLE of color tv's oldest cliches. Hilton, Inger Stevens, Jack Mullaney. Production costs: Approximately $150,000. MAN & SUPERMAN Sponsored in color and black -and -white on NBC -TV Nov. 23, 9 -10:30 p.m. EST, by THE LAST time this corner bandied about QUEEN Oldsmobile Div. of General Motors the term "flawless" was back in November through D. P. Brother Co. and RCA 1955, when it heaped praise upon Maurice series P Evans' production of George Bernard starring Victor and RCA -Whirlpool through Ken- Shaw's yon & Eckhardt Co. The Devil's Disciple [BT, Nov. 28, 1955]. Producer- director: Joe Cates; book: Stephen Our reason for trundling it out again at this HUGH MARLOWE Longstreet; music and lyrics: Jule Styne time: Mr. Evans' production (in coopera- and Sammy Cahn; book for tv: Arnie tion with Mildred Freed Alberg and George Rosen and Coleman Jacoby; music direc- Schaefer) of Shaw's "Man and Superman." tor: Ted Raph; choreographer: Bob Hamil- Here was not only fine comedy presented ton; choral director: Earl Rogers; set de- in the grand manner of the British theatre, signer: Burr Smidt; costumes: John Boxer. loaded with Shavian wit (e.g. "virtue . . . The highest rated syndicated Cast: Hal March, Joey Faye, Nanette Fab - is the trade unionism of the married "), but program in Cincinnati,' ray, Janet Ward, Jack Collins, Don comedy impeccably produced, spoken with America's great mystery Ameche, Isabelle Hoops, Faye Sapping- force, vitality and clarity rare in this elec- adventure series outrates ton, Ethel Watts, Gretchen Rhoads, Mari tronic medium. Despite what Shaw's hero, ;64,000 Question, Dragnet, Hammill, Nancy Price, Ruth Reynolds, the hapless Jack Tanner, might have felt Jackie Gleason and other about this cat -and -mouse game between top network favorites, Get Eleanor Williams. the facts for your market. woman and her prey, it was good, clean fun 24.7 Pulse 9/10/56 ELOISE from beginning to end. ONCE UPON a time, amidst the toy- strewn Recreating their original roles from the wreckage of a top -floor suite at the Plaza 1947 Broadway revival were Mr. Evans, Hotel in New York, there lived a six-year- Malcolm Keen and Chet Stratton. Though old city child named Eloise. As the heroine the rest of the cast performed with maturity of a charming 65 -page Simon & Schuster and a zest for what they were doing, our picture book by nightclub singer Kay favorite was that lovely, frog- voiced British Thompson and artist Hilary Knight, Eloise importation, Joan Greenwood. Had it been delighted thousands of us precocious grown- possible, we would have tossed a bouquet ups with her antics, which ran the gamut of roses to her through the 21 -inch tv screen. from pouring water down the hotel mail- Production costs: Approximately $130,000. chute to stealing the waiter's flaming shashlik Sponsored by Hallmark Cards Inc. through from the smart Rendezvous Room. Foote, Cone & Belding on NBC -TV's But Eloise lives no more. The impish Hallmark Hall of Fame, Sun., Nov. 25, hellion who always liked to say important 9 -10:30 p.m. EST. words three times is dead dead dead, killed Tv version of George Bernard Shaw's orig- mercilessly by her creator whose vision may inal play by Maurice Evans, Mildred Freed well have been impaired by the glare of spon- Alberg and George Schaefer. Executive sor coin. Eloise, we're sure, would have producer: Mrs. Alberg; producer- director: viewed Playhouse 90's caricature of herself Mr. Schaefer; assoc. producer- director: as simply cheap cheap cheap. Here was the Robert Hartung; editorial supervisor: Thanksgiving turkey of all times, a tasteless Joseph Schrank; scenery: Robert Wight - 488 Madison Ave. dish garnished with a flock of famous per- man; costumes: Noel Taylor. formers and, when all was said and done, a Cast: Maurice Evans, Joan Greenwood, Mal- New York 22 carcass stripped of all charm and substance. colm Keen, Chet Stratton, Edith King, Taken for what it was-a 90- minute gratis Sylvia Short, Douglas Watson, Walter Plaza 5 -2100 commercial for Conrad Hilton's shining Graea, Ian Martin and Patricia Moore.

Page 14 December 3, 1956 BROADCASTING TELECASTING I I Th WOODLAND-TV CíBIGJ

Pills by the billion pop clown the mouth of this vital market. Proof: last year it coughed up 5809- million for pharmaceutical and drug sales. But are you getting your share? Here's the country's 18th television market. West- ern Michigan is YOURS ... when you buy WOOD -TV, Grand Rapids' only television station. Ask us to tell you more.

WOODLAND CENTER WOOD -TV GRAND RAPIDS, MICHIGAN GRANDWOOD BROADCASTING COMPANY NBC BASIC; ABC SUPPLEMENTARY ASSOCIATES: WFBM -AM AND TV. INDIANAPOLIS; WFDF. FLINT; WTCN -AM AND TV. MINNEAPOLIS REPRESENTED BY KATZ AGENCY

BROADCASTING TELECASTING December 3, 1956 Page 15 OPEN MIKE

CASE HISTORY -FURNITURE Radio Networks' Future will do much to awaken some operators to the great potential they are missing. EDITOR: If management took more interest in the BROADCASTING'S special report "Are news director's job it would see the oppor- Radio Networks Here to Stay ?" [BT, Nov. tunities, seize them and advance the art far was most interesting. Your objective 1tlh, 26] beyond what it is now. Let's try and induce and comprehensive appraisal of the situa- some owners or managers to drop in on in sending liilu; tion today and your initiative someone like Sig Mickelson at CBS occa- around a questionnaire to agencies, stations, sionally while they're on the way to one and networks is characteristic of BT's in- of the advertising agencies on the street. dustry-wide reputation for good service, They'd be amazed at what that guy puts out good interpretation, and interesting presen- in the way of information -and information tation. that can usually be turned to a profit, too.

While the net, net answer to your ques- Hal Fellows . [NARTB president] is one tions represents an indorsement for network who appreciates all of this and his help will radio that perhaps does not surprise broad- be inestimable in arousing owners to the casters close to the network operation, I possibilities. Let's keep hammering away at The WORLD'S LARGEST HOME it and do count on me to help. FURNISHING STORE, Barker Bros., am sure that many of your readers may have been surprised into learning a good deal ends a two -year test of Southern Cali- Howard L. Chernoff, Consultant (as well as the problems), fornia radio and finds it good. about the strength San Diego, Calif. of network radio today. Congratulations on a fine editorial job. NTFC's Alfred N. Goldsmith A pioneer in the medium, Barker's had Don Durgin, used effectively, but never as sub- EDITOR: it V.P. in Charge of ABC Radio stantially as when President Neil New York, N. Y. On page 72 of the Nov. 19 issue of BT, Ken- Petree and Advertising Director under the heading "Lever Project Enlists called on Mays & Co., their P. S.: A slap on the wrist though, please, neth Pelton National Television Film Council", it is radio promotion of the to your proofreader. On page 41 my answer agency, for stated that a committee of the NTFC was firm's Diamond Jubilee Year. to your last question on network affiliations should read: "Changes in network affiliations appointed to collaborate with Lever Brothers . . . in several cases resulted from an "to up -grade television film commercial Using the new radio, they put jingle spots quality". on eight major stations. (Largely re- ownership change in the station." (Not as sponsible for the move was a survey of printed, an overnight change in the sta- Members of the committee were stated new suburban areas, proving nearly half tion. ") However, in the proofreader's de- to include Dr. Thomas T. Goldsmith, NTFC the residents were not reachable by more fense, let it be said that the quickening board chairman and television consultant traditional media.) interest in radio properties has resulted in to RCA and other companies. overnight ownership changes in some mar- The actual appointment was that of Dr. Results: "Radio has proved its useful- kets! Alfred N. Goldsmith, NTFC board chair- ness to us," says Mr. Petree. "Best man and consultant to RCA, NBC, and confirmation is our continued use." CP to Woodworth other companies. With a 1956 increase of 18 %, and EDITOR: My friend, Dr. T. T. Goldsmith Jr., is an volume in 18 stores still climbing, its executive and research director at the Allen Barker's is now refining its radio tech- YOUR NOV. 26 ISSUE ERRONEOUSLY SHOWS B. DuMont Laboratories-but not an offi- with of items, days and MY CP GRANTED TO PARTNERSHIP INCLUDING niques tests cial of the National Television Film Coun- JACK V. REEDER. PHONE CALL TODAY TO FCC times. cil. SHOWS NOT GRANTED THAT WAY. SHOULD Alfred N. Goldsmith KBIG is happy at Mr. Mays' report BE TO MYSELF S. J. WOODWORTH, PEAK New York, N. that "the merchandise items on your BROADCASTING COMPANY. APPRECIATE IM- Y. MEDIATE CORRECTION IN FORTHCOMING IS- [EDITOR'S NOTE: B.T sincerely regrets the station had fine response ... thanks error, has taken steps to insure against any fu- to the boys at KBIG who have been SUE BT. ture repetition.] giving the copy their own slant and S. J. Woodworth adding to its 'sell'." Winslow, Ariz. WISE Was There [EDITOR'S NOTE: The original application included Jack Reeder as partner and FCC, from EDITOR: Huge, sprawling Southern California which BT obtained its information, did not report the revised application making S. J. Wood- You can chalk up another one for the is reached best by radio; KBIG plus worth sole owner.] other fine stations for complete satu- on -the -spot effectiveness of radio. We can't swear to it, but we believe that WISE Radio ration; KBIG alone for greatest cover- Expert Endorsement age at lowest cost -per- thousand. has given the quickest news coverage of lo- EDITOR: cal news in the history of radio. I want to express my appreciation of Last night (Nov. 20) WISE broadcast the lead editorial entitled "Promotions Are on- the -spot coverage of a severe automobile In Order" in the Nov. 19 BT. accident as the accident occurred. At 11:02 I think you hit upon something that p.m. WISE was broadcasting from our "Star needed to be said, and you said it well. Castle" overlooking Wink's Drive-In Res- KBIG John F. Day, Dir. of News taurant on the Tunnell Road in Asheville The Catalina Patios was CBS News, New York and our announcer on duty in such a 10.000 watts position that he was able to ON VOUa [EDITOR'S NOTE: Mr. Day refers to BT's edi- broadcast the 740 ouL torial recommending that broadcast news chiefs happening of the wreck blow -by-blow. be elevated to executive level positions within thelt organizations.] We wonder if there has ever been faster coverage of any newsworthy occurrence by JOHN POOLE BROADCASTING CO. News Directors' Status any medium? . . . Sunset Blvd.. Los Angeles 28, California 6840 Which just goes to prove is Telephone: H011ywood 3 -3205 EDITOR: that radio Nat. Rep. WEED and Company I certainly congratulate you on your edi- usually fustest with the mostest. torial and your remarks to the RTNDA as Douglas China reported in your Nov. 19 issue. I hope they WISE Asheville, N. C. Page 16 December 3, 1956 BROADCASTING TELECASTING E X P E R I E N C E

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NEW YORK ATLANTA DALLAS DETROIT SAN F R A N C I S C O LOS ANGELES CHICAGO NOBODY'S LISTENING BUT PEOPLE -WHO HARDLY SIT STILL A MINUTE! Weekdays, a housewife is mostly on her feet and on the go. There's just one advertising medium that can reach her continuously... just one she can pay attention to continuously. Radio. And in all radio, the CBS Radio Network is the consistent daytime favorite...with a line -up of dramatic serials that attract an average of 4,115,000 people a minute, every Monday through Friday! What a time and place to sell all the products for which women are your best customers. this is the right time to buy... CBS RADIO NETWORK

From left to right. 12:00 N. WENDY WARREN &TNE NEWS 12:15 PM BACKSTAGE WIFE

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CHESTERFIELD THESE SPOT AD- our respects CHEVROLET VERTISERS HAVE CHRYSLER CITIES PROVEN THAT LOYD CLAUNTS SIGMON SERVICE DAIRY CO -OP TO SELL IN THE BIG YOUNGS- TOWN, OHIO MARKET, YOU DOANS PILLS DOESKIN NEED THE EX- EX LAX CELLENT COVER- City. FLEISCHMAN TEAMWORK is the management ingredi- visit to a radio station, WDAF Kansas studied FORD AGE, THE BIG ent constantly used by Loyd Sigmon to help After Wentworth, young Sigmon HIT PARADE smooth out the lumps in the day -by-day for his electrical engineering degree at the AUDIENCE AND business and program growth of KMPC Milwaukee School of Engineering but didn't THE PROGRAM Los Angeles and KSFO San Francisco, finish because of the depression. Instead, in owned by Golden West Broadcasters Inc., 1929, he went to work as engineer at WEEI APPEAL THAT INSTANT POSTUM a Gene Autry-Robert Reynolds interest. Boston and continued his studies at Massa- INSTANT SAN KA ONLY WFMJ Vice president and minority stockholder chusetts Institute of Technology. K ROGER in Golden West, Mr. Sigmon is director of In 1936, he was named chief engineer of RADIO CAN LIFE MAGAZINE engineering and assistant general manager of KCMO Kansas City and in 1941, was LINCOLN - GIVE! IF YOUR KMPC and a radio veteran since 1929. At appointed director of engineering at KMPC. MERCURY the present, he also spends part of his time His combined engineering and administra- COMPANY NAME in San Francisco helping in the development tive talents were to be found during war LADIES DOES NOT of KSFO, newly acquired by Golden West. service from 1943 -46 in the U. S. Army HOMEJOURNAL "There is no unimportant job in our or- Signal Corps. MAN I SCH EWITZ WIN APPEAR HERE, ganization," Mr. Sigmon says. "Even the He was assigned the task of establishing PONTIAC THEN BY ALL porter's work is necessary to the comfort Armed Forces Radio Network in England, R. J. REYNOLDS and morale of the staff and hence is impor- after which he was placed in charge of all SATURDAY MEANS GET ON EVENING POST tant. This is true of every phase of our op- radio for ETO (except tactical and air THE BALL BY eration, and we try to make everyone un- force), supervising 3,000 men. He directed derstand why his job is important. This is building of the 60 kw mobile transmitter- CALLING TEXACO COMPAN teamwork, which is so essential to success." receiving station dubbed "Sigmon's Circus" WONDER BREAD HEADLEY -REED Mr. Sigmon, as chairman of the board of or "Sigcircus" which comprised a caravan WELCH WINE the Southern California Broadcasters Assn., 11/2 miles long when moving. This com- OR WFMJ STA- WINSTON has instilled this spirit of unselfish coopera- munication center served U. S. broadcasters PLYMOUTH .: TION MANAGER, tion in the regional broadcast promotion and networks, too. group to help make it one of the most ag- MITCH STANLEY After V -E Day, he was placed in charge DIAL SOAP gressive and progressive such organizations of radio for the Military Government of GULF GASOLINE IN YOUNGS- within the business fraternity. An engineer Germany under General Eisenhower. Win- HEKMAN BISCUIT before he became administrator, Mr. Sigmon ner of several high military honors, includ- McCORMICK TEA TOWN. developed the SCBA public alerting system ing the U. S. Legion of Merit and the Royal SINCLAIR known as "Sigalert" which is in use by Order of the British Empire, Mr. Sigmon A Southern California radio -tv stations in con- cherishes his honorary membership in the SHELL OIL junction with the Los Angeles Police Dept. French Signal Corps, which he helped re- PALL MALL MERRY and civil defense authorities. build. He left the service as a lieutenant PURE OIL Mr. Sigmon is the new vice president for colonel in 1946 and returned to KMPC. ROMAN CLEANSE CHRISTMAS radio of the California State Radio and Tele- Both his administrative and engineering WI LDROOT TO vision Broadcasters Assn. and is a member talents were given new recognition in 1950. of the board of the Southern California KMPC promoted Mr. Sigmon to vice presi- ALL Armed Forces Electronics and Communica- dent and assistant general manager and his tions Assn. alma mater, Milwaukee School of Engineer- "We must always be interested in public ing, presented him an honorary degree for service and willing to serve where we can," his contributions to the field of electronics. Mr. Sigmon believes. "A radio station can't Mr. Sigmon married Ruth Pettit of Spring- hope to succeed in the long run if it fails to field, Mo., in 1933 and they now make their 5000 take an active interest in the welfare of the home in Studio City, Calif. They have two WATTS community of which it is a member. We boys, James, 19, a student at Oklahoma FULL don't exist separate and apart." A & M, and David, 13. Mr. Sigmon has TIME WFMJ Loyd Claunts Sigmon was born May 6, built a virtual communication center at home 1909, at Stigler, Okla. He went to public for his amateur station W6LQ (Lovely elementary school there and then attended Queen) which he proudly shows to visitors. Wentworth Military Academy, Lexington, Active in the American Legion, Mr. Sig - NBC. Mo. It was here that he built his first ama- mon also belongs to the Los Angeles Cham- VOUMGSTOWN, OHIO teur station licensed by the Commerce Dept. ber of Commerce and the Los Angeles and and using old tubes given him on his first Hollywood Advertising Clubs. Page 20 December 3, 1956 BROADCASTING TELECASTING THE NATION'S MST COLOR TELEVISION STATION OKLAHOMA CITY

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r PHONE, WIRE OR MAIL COUPON FOR DETAILS TODAY MR. JOHN J. LAUX, GEN'L MGR. WSTV-TV, STEUBENVILLE, OHIO BT I PLUS Please have your representative call. I'd like to see your new color film, "How to Make Money in the Steel Market." Send me a free copy of your "Index of Advertising Effectiveness." Your own "Index. of Advertising Effect- How can I get your DIRECTORY OF STORES, BUYERS, WHOLESALERS, ETC.? iveness" - prepared by Richard Man- Send me your list of merchandising services. ville Research NAME TITLE buyers, Complete directory of stores, COMPANY wholesalers in WSTV -TV coverage area ADDRESS Comprehensive merchandising serv- CITY ZONE STATE ice - tailored to your needs Two Mobile Ratings Say: Take .. and get more!

Two brand -new television audience measurements give WKRG -TV, Channel 5, an overwhelming advantage over Station "B" in the important Mobile market.

GORDON FENNIEN BUCK Pulse Says Reaches More People on all accounts SINCE the days when he sold outdoor advertising and produced radio serials in Texas The Mobile Telepulse for October '56 more than 20 years ago, Gordon Buck, vice in 275 president and media director of Foote, Cone shows WKRG -TV leading & Belding, Chicago, has had a keen interest quarter hours to 171 for Station "B ". in all media facets. At FC &B, his current assignment is to administer and organize re- The night time lead is most one - sponsibility and to develop integrated planning functions for major account groups. sided, 117 to 48. Born in Evanston. Ill., on May 10, 1908, Gordon Fennien Buck worked at the suburban Winnetka Trust & Savings Bank as teller, savings department manager, and stock broker from 1926 to 1932. He took a general business course at U. of Illinois two Homes years and also attended American Institute Nielsen Says © Reaches More of Banking and U. of Chicago. Mr. Buck then joined Outdoor Service (branch of Er- win, Wasey), North Texas Adv. Co., han- The 1956 dling market research interviews and outdoor advertising sales. He wrote and produced Nielsen Dan Dunn on WFAA Dallas and Park Place Rhythm on KFJZ Ft. Worth. Coverage In 1935, Mr. Buck turned to research anal- Service ysis with International Business Machines Corp., and, among other activities, devel- shows oped market research applications, including A. C. Nielsen Audi -Meter tabulating pro- WKRG -TV cedures. He participated in the beginning and development of Industrial Surveys Corp. leading (now Market Research Corp.), serving as in every department ... covering 33 counties executive vice president- director. Mr. Buck set up his own firm, Audience to 26 for Station "B ", with 45,000 extra homes in Service Co., in 1945 and later was manager of Area Surveys Div. for C. E. Hooper Inc. Channel '5's NCS area. Since joining Foote, Cone & Belding 10 years ago, Mr. Buck has successively been research director, manager of media analysis, 'Take More! account executive, business manager for op- So, to sell Mobile, 5' and Sell erating committee, executive assistant to President Fairfax M. Cone and assistant general manager. He was appointed to his present post last September. CBS Mr. Buck is married to the former Mildred Ch. 5 Payne. They live in Glencoe (Ill.) and have WKRG -TV four children- Gordon Jr., 22; Bill, 18; Carol, 14, and Catherine, 10. He is a mem- Representatives: Avery -Knodel ber of AAAA's Central Region Agency -Edu- cator Committee and secretary- treasurer of AAAA's Chicago Council Board of Gover- nors. Page 24 December 3, 1956 BROADCASTING TELECASTING COVER as much as

OF MICHIGAN'S 91/2 BILLION DOLLAR MARKET

up to 443,

BY USING 2 OR MORE KNORR STATIONS

Want to cover a great big 80% of Michigan's 91/2 billion dollar WKMH market? Want to save a great big 15% in the process? You can . DEARBORN- DETROIT and most effectively with Knorr Broadcasting Corporations 4 powerful community stations. Here, in a 15 county area, News -Music- Sports loving listeners keep their radios tuned to the stations that offer the most of what they want most! And, Knorr stations are, by actual WKMF survey, the best dollar buys in each of their 4 rich markets. FLINT, MICHIGAN

BUY ALL 4 STATIONS, SAVE 15% WKHM BUY ANY 3 STATIONS, SAVE 10% JACKSON, MICHIGAN Jackson Television 8 Bcoodcosling Corp. BUY ANY 2 STATIONS, SAVE 5% WSAM SAGINAW, MICHIGAN

Represented by Headley-Reed

BROADCASTING TELECASTING December 3, 1956 Page 25 Most of Arkansas Watches

Channel 11 LITTLE ROCK

(and we have the MAIL to prove it!)

LITTLE ROCK

KTHV gets viewing response from most of Arkansas - 47 counties to be exact! Take a good look at the mail map above. Notice that KTHV penetrates to all six surrounding states - and actually pulls mail from viewers in Mississippi, Missouri, Oklahoma and Texas.

With 316,000 watts on Channel 11 and with tallest antenna in the Central South (1756' above average terrain) KTHV sells most of Arkansas.

Your Branham man has all the big KTHV facts. Ask him!

316,000 Watts Channel Henry Clay, Executive Vice President B. G. Robertson, General Manager AFFILIATED WITH KTHS, LITTLE ROCK AND KWKH, SHREVEPORT BROADCASTING TELECASTING

Vol. 51, No. 23 DECEMBER 3, 1956

THE TOP 40 AGENCIES IN 1956 RADIO -TV

Combined Am -Tv Share Combined Am -Tv Share Radio -Tv Radio Tv of Overall Comparison Radio -Tv Radio Tv of Overall Comparison

Rank Agency Billing Only Only Billing with 1955 Rank Agency Billing Only Only . Billing with 1955

1. YOUNG & RUBICAM $82 $ 8 $74 40% +$10 23. TATHAM -LAIRD $13.8 $ .6 $13.2 60% + $1.6 2. BBDO 80 10 70 40% + 20 24. KUDNER AGENCY 13 4 9 35% - 1 3. MCCANN -ERICKSON 76.4 9.9 66.5 35% + 16.4 25. NEEDHAM, LOUIS 4. J. WALTER THOMPSON 70 10 60 331/2% + 12 & BRORBY 12 2.5 9.5 37% same 5. TED BATES 55 6 49 65% + 18 26. GEOFFREY WADE ADV. 11 2 9 85% same 6. BENTON & BOWLES 53.8 3.1 50.7 60% + 14.8 GREY ADV. 11 2.2 8.8 30% + 3 7. LEO BURNETT 43 5 38 60% + 0.9 28. BRYAN HOUSTON 10.8 1.3 9.5 50% + 1 8. WILLIAM ESTY 40 6 34 50% + 1 29. NORMAN, CRAIG 9. DANCER- & KUMMEL 9.6 2.6 7 30% + 3.6 FITZGERALD-SAMPLE 37.5 6.5 31 52% + 7.5 30. NORTH ADV. 9 1 8 80% 10. KENYON & ECKHARDT 35.6 4.5 31.1 55% + 1.1 31. GEYER 8 2 6 30% + 1 11. FOOTE, CONE ERWIN, WASEY 8 2 6 25% same & BELDING 32.5 7 25.5 35% + 12 33. EMIL MOGUL 7.5 2.5 5 45% 12. COMPTON ADV. 31.9 2.3 29.6 50% + 6.4 34. MACMANUS, JOHN 13. N. W. AYER &SON 28 10 18 25% + 7 & ADAMS 7 1.5 5.5 22% - 1.5 14. SULLIVAN, STAUFFER, RUSSEL M. SEEDS 7 1.5 5.5 40% COLWELL & BAYLES 24.5 4.4 20.1 60% + 6.7 EARLE LUDGIN 7 .8 6.2 55% + 0.7 15. CAMPBELL -EWALD 21 4 17 25% + 7 37. DOHERTY, CLIFFORD, LENNEN & NEWELL 21 1.5 19.5 50% + 1 STEERS & SHENFIELD 6.7 1.2 5.5 50% + 0.7 17. RUTHRAUFF & RYAN 15 4 11 50% - 0.5 38. WARWICK & LEGLER 6.2 1.3 4.9 40% + 0.5 18. CUNNINGHAM & WALSH 14.5 2.8 11.7 30% - 2.5 39. RAYMOND SPECTOR 5.6 1 4.6 95% 19. CAMPBELL- MITHUN 14 1 13 45% 40. HARRY B. COHEN 5.5 1.2 4.3 50% D'ARCY ADV. 14 3 11 22% + 4 GRANT ADV. 14 2.5 11.5 20% + 2.9

MAXON INC. 14 1 13 40% same [All dollar figures in millions] e Not listed in 1955.

e Young & Rubicam, with $82 million, ranks first for third year

o Together, top 40 placed $964 million of U.S. broadcast total

THIS is the fifth of BT's annual surveys to register a billing figure this year of $76.4 lion. This was $14 million more than the to determine how much the nation's lead- million. agency's 1955 estimate. BBDO took over ing agencies billed in broadcast media dur- J. Walter Thompson Co. held its fourth - second place in that department from J. ranking position in 1956 with a combined Walter Thompson with a year -end total of estimates ing the year. The were prepared radio -tv outlay of $70 million, a rise of $12 $70 million. McCann -Erickson finished by a staff under the direction of agency edi- million over its last year's compilation. third with tv expenditures of $66.5 million, tor Florence Small. Ted Bates supplanted Leo Burnett in fifth followed by J. Walter Thompson with $60 place with an $18 million escalation that million, and Benton & Bowles, $50.7 mil- FOR the third year in succession Young & raised its 1956 total to $55 million. lion. Rubicam in 1956 led the nation's advertis- The remaining leaders to comprise the Three agencies share supremacy in "ra- ing agencies in combined radio and tele- big ten in radio -tv billings in 1956 were: dio only" billing, supplanting en masse the vision billing with an expenditure of $82 Benton & Bowles, $53.8 million; Leo Bur- previously unbroken dominance of Dancer - million, a $10 million increase over its 1955 nett, $43 million; William Esty, $40 mil- Fitzgerald- Sample in that medium. The total, according to BT's fifth annual anal- lion; Dancer -Fitzgerald-Sample, $37.5 mil- triple winners of 1956, each with a radio ysis of the broadcast billings of the major lion; Kenyon & Eckhardt, $35.6 million. outlay of $10 million, are BBDO, N. W. agencies. The cumulative billing of the 40 adver- Ayer & Son and J. Walter Thompson. BBDO, tied with McCann -Erickson for tising agencies included in BT's survey D -F -S finished seventh this year, although second place in 1955, achieved undisputed this year amounted to $963.8 million. In significantly it raised its combined billing runner -up status this year with radio -tv 1955 the review embraced 36 agencies with by $7.5 million, symbolizing the vastly in- billing amounting to $80 million, an ad- a billing aggregate of $812.5 million. creased trend of national accounts to tele- vance of $20 million over its 1955 estimate. In the "television only" category this vision. McCann -Erickson swelled its am -tv to- year, Young & Rubicam repeated its dom- In all, 19 of the 40 agencies in the sur- tal by $16.4 million over its 1955 aggregate inance with a check -out figure of $74 mil- vey reported decreases in radio billing; 10 BROADCASTING TELECASTING December 3, 1956 Page 27 ADVERTISERS & AGENCIES of the 40 registered advances, with the re- ternate -week 20th Century-Fox Hour, John- ing Machine Corp. to Earle Ludgin. Neither mainder substantially holding the line. son & Johnson with Adventures of Robin were network sponsors. One formidable newcomer joined the flood (alternating with the Wildroot Co.), This past summer, BBDO picked up the listings this year with the establishment of and Lincoln Div., Ford Motor Co., with the Foremost Dairy account from Guild, Bas- North Adv., representing the imposing Toni Ed Sullivan Show. Singer Sewing Machine com & Bonfigli, and earlier in the year ac- account among others. Its entry was bal- Co. joined the sponsor- roster of Playhouse quired Eagle Pencil Co. from the former anced, however, by the dissolution of the 90, along with Bristol -Myer's Bufferin (also Biow Co. In another loss, E. I. DuPont de Biow Co., known in its latter phase as Biow- Y &R), P. Lorillard Co.'s Kent, out of Ap- Nemours took part of its billing from BBDO Beim-Toigo. Last year the agency placed pointment with Adventure, kept its toehold and assigned it to N. W. Ayer. tenth in the BT survey; in 1956 its $30 in tv with alternate-week sponsorship of The BBDO's network showsheet looks like million billing scattered widely over the $64,000 Challenge; Remington -Rand's elec- this: American Radiator & Standard Sani- field, accounting importantly for the gains tric shaver division stayed with What's My tary Corp. (Sunday Color Spread spectacu- marked up by many of its previous rivals. Line ? -all on CBS -TV; Borden Co., out lars); American Tobacco Co. (Jack Benny In general, however, the dramatic in- of Justice, stayed with tv as alternate -week Program, Private Secretary on CBS -TV, Hit crease among agencies in tv billings is a sponsor of The People's Choice, both NBC - Parade on NBC -TV); Armstrong Cork Co. reflection of the advanced budgets of going TV as did Procter & Gamble with The Line- (Armstrong Circle Theatre on NBC -TV); advertisers rather than a result of the in- up on CBS-TV. Bristol -Myers' Ban deodorant (Playhouse 90 fusion of new accounts. In an industry In the spot announcement field, there was on CBS-TV); Campbell Soup Co. and Lever where the exceptional is commonplace, tv stepped -up activity in both radio -tv, rang- Bros. (On Trial on NBC -TV); DeSoto Div., in 1956 was remarkable for the increase ing from Piel Bros. beer to Thomas J. Lip- Chrysler Corp ( You Bet Your Life, NBC in spending of established clients. ton tea and soup, from Personal Products radio -tv); DuPont (DuPont Cavalcade The- Following is a detailed summary of the Corp. on tv to Metropolitan Life Insurance atre on NBC -TV); General Electric Co. activity this year in each of the 40 leading Co. on radio. (General Electric Theatre, on CBS -TV, agencies. though out of NBC -TV's Medic and into As in previous years, the computations BATTEN, BARTON, DURSTINE & OS- ABC -TV's Cheyenne and Conflict); General represent expenditures for time and talent BORN: Combined radio -tv billing: $80 mil- Mills (Arthur Godfrey Show on CBS -TV) ; in both network and spot. The estimate in lion; $70 million in television, $10 million Revlon ($64,000 Question on CBS -TV); U.

THE TOP 10 AGENCIES THE TOP 10 AGENCIES IN 1956 TV BILLING IN 1956 AM BILLING

1956 1955 Gain or Loss 1956 1955 Gain or Loss Rank Agency Billings Billings from 1955 Rank Agency Billings Billings from 1955 1. YOUNG & RUBICAM $74 $60 +14 1. BBDO $10 $10.5 - .5 2. BBDO 70 49.5 +20.5 2. N. W. AYER & SON 10 10 same 3. MCCANN -ERICKSON 66.5 49.5 +17 3. J. WALTER THOMPSON IO 5 +5.0 4. J. WALTER THOMPSON 60 53 + 7 4. MCCANN-ERICKSON 9.9 10.5 - .6 5. BENTON & BOWLES 50.7 35 +15.7 5. YOUNG & RUBICAM 8.0 12.0 -4.0 6. TED BATES 49 30 +19 6. FOOTE, CONE & BELDING 7 3.5 +3.5 7. LEO BURNETT 38 36.3 + 1.7 7. D-F -S 6.5 13.0 -6.5 8. WM. ESTY 34 35 - 1 8. TED BATES 6 7 -1.0 9. KENYON & ECKHARDT 31.1 30 + 1.1 9. WM. ESTY 6 4 +2.0 10. D -F -S 31 17 +14 10. LEO BURNETT 5 5.8 - .8

each case is based on information received in radio. Radio -tv share of overall billing: S. Steel Corp. (U. S. Steel Hour on CBS - directly from the agency involved. 40 %. TV); Vick Chemical Co. (The Big Story on BBDO rates the No. 2 spot for the second NBC -TV); Wildroot Co. (Adventures of YOUNG & RUBICAM: Combined radio -tv consecutive year, with broadcast billing up Robin Flood on CBS-TV). billing: $82 million; $74 million in television, due $20 million over last year's compilation, McCANN - ERICKSON: Combined radio-tv $8 million in radio. Radio-tv share of over- in cir- part to the following combination of billing: $76.4 million; $66.5 million in tele- all billng: 40 %. cumstances: assignment of the Republican vision, $9.9 million in radio. Radio -tv share Still the industry's number one radio -tv National Committee broadcasts during the of overall billing: 35 %. agency, Y &R increased its broadcast billing past presidential election year; the acquisi- Despite sizeable additions to its client by $10 million over last year. The gain tion of a sizeable portion of Revlon billings roster this year, including such acquisitions (formerly assigned to Norman, Craig & might be credited to Kaiser Aluminum & as Coca -Cola Co. from D'Arcy, and Chester- Kummel); the recovery Pfeiffer Brewing Chemical Corp.'s entry into television with of field (Liggett & Myers) from Cunningham Brewery) which the high- budgeted Kaiser Aluminum Hour Co. (Jacob Schmidt BBDO & Walsh, McC -E lost its toehold on last had lost to Maxon Inc. in April 1955; the on NBC -TV, and a swelled General Foods year's No. 2 spot (for which it tied with Corp. advertising budget that was felt in introduction of American Tobacco Co.'s BBDO), to register third in 1956 among the filter both daytime and nighttime television. newest brand, Hit Parade cigarettes, leading radio -tv agencies. Its combined and the addition of new shows to its Though it lost Elgin Watch Co. to J. Walter pro- broadcast billing gain was $16.4 million (as Thompson Co., Elgin at one time last sea- gram roster plus a general growth in budget against BBDO's $20 million jump). Achiev- son being a cosponsor of Ed Murrow's Per - for most radio -tv accounts. BBDO lost ing an increase of $17 million in tv billing son-to- Person on CBS -TV, Y &R returned to Trans World Airlines to Foote, Cone & alone, and dropping a little over $500,000 this program with Time Inc.'s alternate -week Belding and, following acquisition of Philco in radio, McCann's broadcast profile showed backing of the interview program. Corp., effective Jan. 1, 1957, was forced to the following broad outlines. General Electric Co. stayed with the al- resign Zenith Radio Corp. and Easy Wash- Bulova Watch made its initial tv program

Page 28 December 3, 1956 BROADCASTING TELECASTING plunge with this season's Jackie Gleason ducts. In early spring, the agency picked up For B &B, this was an active year in Show on CBS-TV; Esso Standard Oil not Biow Co.'s Whitehall Pharmacal Co. and, in "introductory spot campaigns" for such only expanded its Esso Reporter station line- the autumn, got two more Colgate- Palmolive clients as Philip Morris Co. (new Parliaments up but went into regional syndicated tv film accounts, Vel and Fab, which had been serv- in flip -top box), Procter & Gamble Co. (Zest, programs with the Golden Esso Theatre; iced by William Esty Co. It lost an active Crest and Pink Camay) and S. C. Johnson & Coca -Cola continued the Eddie Fisher Show daytime tv and nightime radio client when Son (Glade furniture polish). Though the on NBC -TV (which it will drop for local CBS Inc. suspended its CBS -Columbia man- agency bowed out of several network pro- spot) and added Mickey Mouse Club on ufacturing affiliate, but more or less compen- grams ( TV Readers Digest for Studebaker ABC -TV; Swift & Co. ventured into ABC - sated for this loss by seeing its American on ABC -TV, MGM Parade on ABC -TV, TV's Disneyland; Chesebrough -Ponds spon- Chicle budget increase (Adventures of Jim and It's Always Jan on CBS-TV, both for sored Adventures of Jim Bowie also ABC - Bowie on ABC -TV, Caesar's Hour on ABC - General Foods, and Concerning Miss Mar- TV; Chrysler Corp. stayed with CBS -TV's TV last season and during the summer, as lowe for P &G), it picked up four new shows: Climax-Shower of Stars, though it dropped well as regional sponsorship of syndicated tv West Point and Dick Powell's Zane Grey NBC -TV's It's a Great Life; Donahue Sales film programs). Theatre for General Foods, and As The Corp. (Talon zippers) bought into NBC - Whitehall became quite active toward the World Turns and Edge of Night, two day- TV's "T -H-T" lineup; John Hancock Mutual middle of the year, with Sir Lancelot on time serials for Procter & Gamble, all CBS - Life Insurance Co. participated in an occa- ABC -TV, Love of Life and Douglas Edwards TV. sional Producers' Showcase on NBC -TV; and the News on CBS -TV and Standard B &B also placed participations for Instant Lehn & Fink participated in Queen for a Brands enlarged its expenditures on the Maxwell House on the 77th Bengal Lancers Day on the same network; Mennen Co. Arthur Godfrey Show on CBS-TV and tv adventure show, continued for P &G in picked up High Finance on CBS-TV which Queen for a Day on NBC -TV; Anahist went This Is Your Life and for Johnson's Wax it will drop next month, and Westinghouse in heavy for spot; Brown & Williamson To- on Robert Montgomery Presents, all on Electric Corp. stayed with CBS -TV's Studio bacco Co.'s Kool did likewise with the in- NBC -TV. It again staged a special "circus One throughout the year (including sum- spectacular" for GF on CBS -TV. One of its mer, when it added the CBS-TV and CBS - final coups in 1956 was to pick up the balance Radio election package for $5 million plus, BIOW'S LEGACIES of the Studebaker -Packard Corp. account including the short-lived Pick The Winner). (Packard Motors Div.) from D'Arcy. The year also was marked at McCann with BLOW Co. provided the advertising increase in use spot, affecting a history of 1956 with what was unmis- a sharp of LEO BUBNETT: Combined radio -tv billing: 40% its client roster. takably one of its major events, and good of $43 million; $38 million in $5 probably its major disaster, by closing television, million in radio. Radio -tv share of its doors after 38 years. The Biow ac- overall J. WALTER THOMPSON, Combined radio - billing: 60 %. tv billing: $70 million; $60 million in tele- counts were dispersed as follows: After gaining nearly $9 million in broad- vision, $10 million in radio. Radio -tv share To J. Walter Thompson Co., the cast billing in 1955, Burnett this year added of overall billing: 331/2 %. Jos. Schlitz Brewing Co.; to Lennen & a $900,000 increase, due not so much to In fourth place for the second consecutive Newell, Benrus Watch and Armstrong new accounts (e.g. Eastside Brewery from year, with combined billing up $12 million Rubber Co.; to Ted Bates, Whitehall Warwick & Legler: Jif Camay from Benton over last year, the big spenders at MT once Co. (American Home Prod- Pharmacal & Bowles and two new P&G product assign- again were Kraft Foods (NBC -TV's Kraft ucts); to Joseph Katz Co., Bond (cloth- ments, and Franco -American Div. of Camp- Television Theatre, NBC -TV daytime strips ing) Stores Inc. (with Adv., Compton bell Soup Co. from D -F -S) as to increased and MBS' Five Star News); Eastman Kodak San Francisco, getting Bond for the activity on behalf of its old clients. Marlboro (Screen Directors Playhouse on NBC -TV Western U. S. as well as Langendorf (Philip Morris), for example, went from a early in year, later switching to ABC-TV's United Bakeries); to Kenyon & Eck- heavy spot announcement schedule to spon- Ozzie and Harriet); Scott Paper Co. (out of hardt, Pepsi -Cola Co.; to N. W. Ayer sorship of regional professional football Omnibus, but retaining ABC-TV's Father & Son, Philip Morris Co.; to Grey games and into participating sponsorship on Knows Best for the 1956 -57 season); Ford Adv., the Procter & Gamble accounts Playhouse 90; Kellogg added Name That Motor Co. dealer co -op and advertising as- (Fluffo, Lilt); to Warwick & Legler, Tune to its roster which already included sociations (Tennessee Ernie Ford on NBC - Jacob Ruppert Breweries; to Anderson Lassie; P &G launched The Brothers, a new TV and Ford Star Jubilee on CBS -TV); & Cairns, Julius Wile & Sons (wines. situation comedy, and Franco -American Lever Bros Co. (Lux Video Theatre on NBC- liquors) and Seeman Bros. (tea, gro- bought some segments of the daytime Garry TV) ; Aluminum Ltd. (remaining with Om- ceries, other specialties), and to Nor- Moore Show, all on CBS-TV. nibus on ABC-TV); Johns Manville Corp. man Craig & Kummel. Hudson Pulp (Meet The Press on ABC -TV); Pan - & Paper Co. WILLIAM ESTY: American World Airways (out of MTP, but Combined radio -tv billing: $40 million; $34 million in television, into CBS -TV's See It Now, effective Jan. 1); $6 million in radio. Radio -tv share of overall Sylvania Electric Products (out of Beat The filtered Kools; Viceroys, over troduction of billing: 50%. Clock, into The Buccaneers both CBS -TV). and beyond spot, stayed in the slot formerly Registering an increase of $1 million this JWT's most active spot users are: Harold F. held by NBC Comedy Hour by participating year (as against the 1954 -55 gain of $8 mil- Ritchie Co. (Scott's Emulsion), Ford Motor in its replacement, the current Steve Allen lion) in broadcast billing, Esty in 1956 was Co. (network & spots), Chun King Sales Co. Show. Other spot users: Hawley & Hoops again most occupied with its R. J. Reynolds (chow mein), Lever Bros. Co., J. B. Williams (M &N candies), Dromedary cake mixes, Tobacco Co. account. Continuing a heavy & Co., and the Mentholatum Co. (the latter and Minute Maid Corp. push filtertip network as well as spot). Its biggest acquisi- for Winstons, it launched an tion during year: Joseph Schlitz Brewing Co.. BENTON & BOWLES: combined radio -tv introductory campaign for Salems, a men- which it inherited-along with CBS -TV's billing: $53.8 million; $50.7 million in tele- thol- tipped brand, in the spring. On network. Schlitz Playhouse of Stars shortly before vision, $3.1 in radio. Radio -tv share of over- Reynolds was represented on the Phil Sil- vers Show, a Biow Co. closed its doors. all billing: 60 %. and I've Got Secret-both Though Benton & Bowles acquired a rash CBS -TV, Wire Service on ABC -TV, The TED BATES & CO: combined radio -tv of new accounts at the close of 1955 (Stude- Crusader on CBS -TV and People Are Funny billing: $55 million; $49 million in television. baker, Western Union, Florida Citrus Com- on NBC -TV. $6 million in radio. Radio -tv share of overall mission, Grove Labs, etc.), the bulk of their At the end of this month, Esty will abdi- billing: 65 %. broadcast billing did not actually register un- cate the Colgate -Palmolive account, still With an increase of $18 million of overall til this calendar year, which goes to explain giving it credit for the past year on behalf broadcast billing accounted for the past year. the $14.8 million jump in radio -tv activity of Vel, Fab, Rapid Shave and Brisk. To- Bates surged ahead in both network and spot for 1956 over last year's total broadcast wards the end of the year, Thomas Leeming- placement for toiletries and household pro- billing figure of $39 million. Pacquin will spend their total advertising al- BROADCASTING TELECASTING December 3, 1956 Page 29 TOP RANKING RADIO -TV AGENCIES, 1952 -1955* 1952 1953 Combined Radio Tv Combined Radio Tv Rank Agency Radio -Tv Only Only Rank Agency Radio -Tv Only Only 1, BBDO $40 $ 13.5 $26.5 1. BBDO $49.5 $14.5 $35 2. YOUNG & RUBICAM 36 12 24 2. YOUNG & RUBICAM 49 15 34 3. BENTON & BOWLES 30 10.5 19.5 3. J. W. THOMPSON CO. 35 13.5 21.5 stow CO. 30 10.5 19.5 4. BENTON & BOWLES 32 11.8 20.2 5. WILLIAM ESTY & CO. 28 10 18 BIOW CO. 32 8 24 6. J. WALTER THOMPSON 27 13.5 13.5 6. WILLIAM ESTY & CO. 29 8 21 7. DANCER- FITZGERALD -SAMPLE 26 17.5 8.5 7. DANCER -FITZGERALD -SAMPLE 27 18 9 8. MCCANN -ERICKSON 25 8.7 16.3 8. MCCANN -ERICKSON 25.5 8 17.5 9. FOOTE, CONE & BELDING 20 IO 10 9. TED BATES & CO. 24 6 18 10. LEO BURNETT 18 9 9 LEO BURNETT CO. 24 7.2 16.8

11. LENNEN & NEWELL 15 3 12 1 1 . FOOTE, CONE & BELDING 18 8 10 TED BATES 15 6 9 1.ENNEN & NEWELL 18 4 14 13. KENYON & ECKHARDT 14.5 5.5 9 13. KENYON & ECKHARDT 15.2 5.6 9.6

14. N. W. AYER & SON 12 6 6 1 4. KUDNER AGENCY 15 4.8 10.2 15. MAXON INC. 11 4.4 6.6 15. CUNNINGHAM & WALSH 14 4 10 16. SULLIVAN, STAUFFER, MAXON INC. 14 4.2 9.8 COLWELL & BAYLES 10 4 6 17. N. W. AYER & SON 13.4 6.5 6.9 CUNNINGAM & WALSH 10 4 6 18. SULLIVAN, STAUFFER, 18. NEEDHAM, LOUIS & BRORBY 8 3 5 COLWELL & BAYLES 13 3 10 CECIL & PRESBREY 8 3.6 4.4 19. COMPTON ADV. 12.5 5 7.5 COMPTON ADV. 8 4.5 3.5 20. NEEDHAM, LOUIS & BRORBY 11 4.5 6.5 SHERMAN & MARQUETTE 7.5 2.5 5 21. SHERMAN & MARQUETTE 11 3.5 7.5 RUTHRAUFF & RYAN 7.5 3.2 4.3 23. CAMPBELL -EWALD 7 1.8 5.2 22. GEOFFREY WADE 10 6.5 3.5 RUTHRAUFF & RYAN 10 5 5 D'ARCY ADV. 7 3.5 3.5 WARWICK & LEGLER 7 3 4 24. CECIL & PRESBREY 9.5 1.5 8 WARD WHEELOCK CO. 6 3.5 2.5 25. CAMPBELL -EWALD 8.5 1.8 6.7 27. HARRY B. COHEN CO. 4.5 1.8 2.7 26. WARWICK & LEGLER 7 1.5 5.5 WILLIAM WEINTRAUB 4 28. 27. D'ARCY ADV. 6.5 2.5 4 29. ERWIN, WASEY & CO. 3.5 1.5 2 28. DOHERTY, CLIFFORD, STEERS 30. FULLER & SMITH & ROSS 3.4 .9 2.5 & SHENFIELD 6 1.5 4.5 °BT's annual surveys, which began in 1952, have increased in FULLER & SMITH & ROSS 6 1.5 4.5 scope with the increase in broadcast billings and with refinement of the survey technique. These facts account for the increased MACMANUS, JOHN & ADAMS 6 2 4 number of agencies in each year's surveys. All figures are in mil- WARD WHEELOCK CO. 6 2.5 3.5 lions of dollars. WEISS & GELLER 6 2 4

locations in spot radio, giving that medium and Dentyne entered the syndicated tv film for its 1957 model, a yearly appropriation a boost. Other Esty campaigns were those field in selected spot markets. General Mills which was larger this fall than last. for P. Ballantine & Sons (Ziv's Highway stayed with daytime tv, and Falstaff again Patrol in regional markets) and National pursued the sporting events. FOOTE, CONE & BELDING: Combined Carbon Co. (Prestone antifreeze in spot an- radio -tv billing: $32.5 million; $25.5 million nouncement drives). KENYON & ECKHARDT: Combined in television, $7 million in radio. Radio -tv radio -tv billing: $35.6 million; $31.1 mil- share of overall billing: 35 %. DANCER-FITZGERALD- SAMPLE: Com- lion in television, $4.5 million in radio. The agency this year bolstered its radio - bined radio-tv billing: $37.5 million; $31 Radio -tv share of overall billing: 55 %. tv billing by an estimated $12 million. A million in television, $6.5 million in radio. With a gain of $1.1 million in broadcast good part of this was due to the acquisition Radio -tv share of overall billing: 52 %. billing, K &E this year gained Blatz Beer of Trans -World Airlines (heavy spot radio), Last year's pace setter in radio billing from Norman, Craig & Kummel, Lever the big Pepsodent drive, purchase of MCA - among the top 36 agencies, D -F -S this year Bros. Co.'s Spry from Foote, Cone & TV Ltd.'s Rosemary Clooney Show for saw its radio billing drop to one -half of last Belding, Pepsi -Cola from the defunct Biow Clairol, introduction of Firestone's newest year's $13 million. However, its $7.5 gain in Co., and stepped up the tv activity of RCA auto tire (via a special ABC -TV Voice of total broadcast billing-due in the main en- Whirlpool by placing it in NBC's radio -tv Firestone spectacular), Hallmark Card Co. larged tv allocations on behalf of such clients election "package" plus NBC -TV's Saturday (Hallmark Hall of Fame spectaculars), and as General Mills, P &G, Falstaff Brewing Spectaculars. It lost (effective Dec. 31) the Armour & Co.'s Dial soap (George Gobel Co., American Chicle and Nestle Co. -was Warner- Lambert Hudnut division (to Show - all on NBC -TV - and Danny achieved to a considerable extent by the SSC &B and NC&K), and with it, the forth- Thomas Show with Kleenex on ABC-TV). acquisition of Liggett & Myers Tobacco Co's coming billing on Your Hit Parade on Among FC&B's losses this year: Inter- L &M filter cigarette from Cunningham & NBC-TV. national Latex (resigned to Reach, Yates & Walsh. L&M stayed with Gunsmoke and Also lost: Mennen Co. to McCann- Erick- Mattoon), Lever Bros.' Spry (to Kenyon & joined Frigidaire as an alternate -week spon- son and Grey Adv. (Wednesday Night Eckhardt). Still active: Liebmann Breweries sor on Do You Trust Your Wife? both on Fights on ABC -TV -Radio and High Finance (Rheingold beer), Paper -Mate Div. of Gil- CBS -TV. B. T. Babbitt participated in last on CBS -TV). Though Ford dropped out of lette Co., International Cellucotton Products season's Monday night Caesar's Hour on NBC-TV's Producers' Showcase, its Mercury Co. (Kleenex). ABC -TV; American Chicle stayed through Div. and Lincoln -Mercury Dealers Assn. the usual summer hiatus on Mr. Caesar's re- stayed with the Ed Sullivan Show on CBS - COMPTON ADV.: Combined radio -tv bill- placement program, the Ernie Kovacs Show, TV. In spot, Mercury blanketed the country ing: $31.9 million; $29.6 million in televi- Page 30 December 3, 1956 BROADCASTING TELECASTING 1954 1955

Combined Radio Tv Combined Radio Tv Rank Agency Radio -Tv Only Only Rank Agency Radio -Tv Only Only i. YOUNG & RUBICAM $60 $15 $45 1. YOUNG & RUBICAM $72 $12 $60 2. BBDO 59 13 46 2. BBDO 60 10.5 49.5 3. J. WALTER THOMPSON CO. 50 12 38 MCCANN -ERICKSON 60 10.5 49.5 4. MCCANN -ERICKSON 46 9 37 4. J. WALTER THOMPSON 58 5 53 5. BIOW CO. 33.4 5.6 27.8 5. LEO BURNETT 42.1 5.8 36.3 6. LEO BURNETT CO. 33.3 6 27.3 6. BENTON & BOWLES 39 4 35 7. WM. ESTY CO. 31 5 26 WILLIAM ESTY 39 4 35 8. BENTON & BOWLES 29.2 8.4 20.8 8. TED BATES 37 7 30 9. DANCER -FITZGERALD- SAMPLE 28.5 15.5 13 9. KENYON & ECKHARDT 34.5 4.5 30 10. TED BATES & CO. 27.5 7 20.5 10. BIOW- BEIRN-TOIGO 30 5 25 1 1 . KENYON & ECKHARDT 22.5 7.5 15 DANCER-FITZGERALD-SAMPLE 30 13 17 12. COMPTON ADV. 22.3 5.5 16.8 12. COMPTON ADV. 25.5 4.5 21 13. FOOTE, CONE & BELDING 22 5.5 16.5 13. N. W. AYER & SON 21 10 11 14. LENNEN & NEWELL 20 4 16 14. FOOTE, CONE & BELDING 20.5 3.5 17 15. N. W. AYER & SON 18 7.5 10.5 15. LENNEN & NEWELL 20 4 16 16. CUNNINGHAM & WALSH 16 3.5 12.5 16. SULLIVAN, STAUFFER, 17. KUDNER 14 2.6 11.4 COLWELL & BAYLES 17.8 3.3 14.5 MAXON INC. 14 3 11 17. CUNNINGHAM & WALSH 17 3.5 13.5 19. SULLIVAN, STAUFFER, 18. RUTHRAUFF & RYAN 15.5 4 11.5 COLWELL & BAYLES 13.8 3.8 10 19. CAMPBELL -EWALD 14 3 11 20. RUTHRAUFF & RYAN 13 4 9 KUDNER AGENCY 14 2.5 11.5 21. NEEDHAM, LOUIS & BRORBY 11.9 3.6 8.3 MAXON INC. 14 3 11 22. BRYAN HOUSTON INC. 11.5 4 7.5 22. TATHAM -LAIRD 12.2 .9 11.3 23. GEOFFREY WADE II 7 4 23. NEEDHAM, LOUIS & BRORBY 12 3 9 24. CAMPBELL -EWALD 10 2.2 7.8 24. GRANT ADV. 11.1 2.6 8.5 WEISS & GELLER 10 2 8 25. GEOFFREY WADE ADV. 11 4 7 26. TATHAM -LAIRD 9.5 1 8.5 26. D'ARCY ADV. 10 3.5 6.5 27. D'ARCY 8 3.5 4.5 WEISS & GELLER 10 2 8 ERWIN, WASEY 8 3 5 28. BRYAN HOUSTON 9.8 2.8 7 29. MACMANUS, JOHN & ADAMS 7 .5 6.5 29. MACMANUS, JOHN & ADAMS 8.5 .7 7.8 30. DOHERTY, CLIFFORD, STEERS 30. ERWIN, WASEY & CO. 8 3 5 & SHENFIELD 6 2.2 3.8 GREY ADV. 8 1.7 6.3 GEYER INC. 6 2 4 32. GEYER INC. 7 2 5 32. FULLER & SMITH & ROSS 5.7 .5 5.2 33. EARLE LUDGIN & CO. 6.3 .3 6 33. GRANT ADV. 5.5 1.5 4 34. NORMAN, CRAIG & KUMMEL 6 2 4 WARWICK & LEGLER 5.5 1.3 4.2 DOHERTY, CLIFFORD, STEERS 35. GREY ADV. 5.1 1.5 3.6 & SHENFIELD 6 2 4 36. HARRY B. COHEN 5 2 3 36. WARWICK & LEGLER 5.7 1.2 4.5

Sion, $2.3 million in radio. Radio -tv share on NBC -TV), as well as a number of shows Hills Bros. coffee, Philip Morris, Bell Tele- of overall billing: 50 %. on all three tv networks sponsored by P &G. phone companies, Plymouth Motors Corp. Compton nearly doubled its 1954 -55 (introductory campaigns for 1957 model) broadcast billing increase of $3.2 million by N. W. AYER & SON: Combined radio -tv and Armour & Co., and once again signed chalking up a $6.4 million gain for the past billing: $28 million; $18 million in tele- for Christmas Sing With Bing (Crosby) on calendar year. Though it gained three new vision, $10 million in radio. Radio -tv share CBS Radio for the Insurance Companies of of overall accounts, R. T. French Co. mustard (from billing: 25%. North America. J. Walter Thompson), Bond clothes' western Up $7 million in combined broadcast billing from last year's $21 million, N. W. Ayer SULLIVAN, STAUFFER, COLWELL & division and Langendorf United Bakeries BAYLES: Radio -tv billing: $24.5 million; (both from the former Biow Co.), much of & Son, quietly but surely, placed one of its biggest accounts in network television for $20.1 million in television, $4.4 million in its added radio -tv billing can be said to have radio. Radio -tv share of overall billing: accrued from increased expenditures on be- the first time. The agency, while keeping the client in radio (Bell Telephone Hour 60%. half of existing accounts: Procter & Gamble SSC &B marked its 10th year in business Rem- on NBC Radio), launched Telephone Time Co., Goodyear Tire & Rubber Co., with a in radio -tv billing $6.7 million on CBS -TV, a filmed dramatic series with gain of ington Rand Div., Sperry -Rand Corp., over 1955's combined figure of $17.8 mil- Socony Mobil Oil Co., Standard Brands Inc. storyteller John Nesbitt, and quite late in the year, signed with CBS -TV for occasional lion. Though it lost Speidel watchbands to and Nehi Corp. (Example: P&G, which NC &K (and the billing on NBC -TV's The took Cascade detergent out of test markets color science -education programs, of which the first was Our Mr. Sun. Big Surprise) and later in the year, Simoniz and into national spot buys.) Co., SSC &B compensated for these defec- Among the programs registering for this Ayer picked up the impressive Philip Mor- tions towards the end of the year with the year's billing figure: NBC Comedy Hour ris account (accent on spot) from the now- acquisition of a sizable portion of the Block in which Compton's newest client at the defunct Biow Co. and saw Chrysler Corp.'s Drug Co. account from Harry B. Cohen outset of the year, the electronics division allocations for Plymouth nearly doubled. Adv. and with the assignment (via Kenyon of Avco Mfg. Co., had a brief fling; What's Plymouth, dropping News Caravan on & Eckhardt) of the Warner- Lambert ac- My Line? which Remington Rand is con- NBC -TV, went into co- sponsorship on two count. The latter will probably not register tinuing on an alternate week basis (with ABC -TV musical programs, one with Law- much billing till after January 1, 1957. Helene Curtis) on CBS -TV, the Goodyear rence Welk, the other with Ray Anthony. SSC &B continued actively in spots for Tv Playhouse (in which Compton has par- It placed radio -tv spot campaigns for the Smith Bros., Richard Hudnut Div. of ticipations for Goodyear's Neolite product following clients: Hawaiian Pineapple Co., Warner - Lambert, Carter Products Inc., BROADCASTING TELECASTING December 3, 1956 Page 31 ADVERTISERS & AGENCIES

Lever Bros. Co., and American Tobacco vision, $1.5 in radio. Radio -tv share of to D'Arcy, which in turn lost it to B &B a Co. overall billing: 50 %. year later), Ruthrauff & Ryan compensated Sperry & Hutchinson Corp. (S&H Green Representing a $1 million gain in broad- by picking up some products of the White- Stamps) placed its first broadcast advertis- cast billing over last year, L&N this year put hall Pharmacal account vacated by the for- ing this year through SSC &B on NBC -TV's P. Lorillard's Old Gold cigarettes into week- mer Biow Co., in addition to acquiring the two daytime programs, Today and Home; end tv with a one -two punch: on Friday Bon Ami account (resigned by Norman, Noxzema, which dropped CBS -TV's Person - nights, Old Gold alternates on NBC -TV's Craig & Kummel) towards the middle of to- Person earlier in the year, popped into The Walter Winchell Show, on Saturdays, the summer. last season's Perry Como Show as a par- participates with Bulova Watch Co. on The For Bon Ami, R &R launched two mas- ticipating sponsor, and Pall Mall continued Jackie Gleason Show on CBS -TV. sive two-day "blitz campaigns" in major its sponsorship of Big Story on NBC -TV. But L&N's biggest broadcast activities U. S. cities to introduce Jet Bon Ami. U. S. are yet to come: Early next year, it will place Air Force recruiting campaign once again CAMPBELL -EWALD: Combined radio -te Emerson Drug Div. (Bromo- Seltzer) of was given to R &R. In radio, Sunoco (Sun billing: $21 million; $17 million in tele- Warner -Lambert as alternate-week sponsor Oil Co.) stayed with Three Star Extra on vision, $4 million in radio. Radio -tv share of NBC -TV's Your Hit Parade, with War- NBC Radio. Others in spot included the of overall billing: 25 %. ner-Lambert's Hudnut Div. leaving that Frito Co., Reddi -Wip Co., Tv Time pop- This year C -E jumped its 1955 radio -tv show following reassignment from K &E to corn and William Wrigley Jr. Co. chewing layout of $14 million by $7 million. Cur- SSC &B, and Colgate -Palmolive as co -spon- gum. sor on a new CBS -TV situation comedy, rently Chevrolet is stepping up its NBC -TV CUNNINGHAM & WALSH: Combined Chevy Show schedule to twice a month, Mr. McAdam and Eve. Benrus Watch Co., which L&N picked up from Biow along radio -tv billing: $14.5 million; $11.7 million stays on Crossroads on ABC -TV, the 15- in television, $2.8 million in radio. Radio - Dinah Shore Show on NBC - with Armstrong Rubber Co., will buy into minute weekly tv share of overall billing: 331/2 %. TV and the strip of CBS Radio newscasts. Caesar's Hour on NBC -TV. One of the agency's late fall acquisitions was Stokely - Although this year's broadcast billing for Earlier this season the advertiser launched C&W represents a loss of $2.5 million, due for its Van Camp Co. (from Calkins & Holden), a a heavy saturation spot schedule in part to the departure of Liggett & Myers up neither account frequent spot user for its canned foods. 1957 model. Chalking Tobacco Co. (L&M cigarettes to D -F -S, -Ewald continued gains or losses, Campbell RUTHRAUFF & RYAN: Combined radio - Chesterfields to McCann -Erickson), Cun- Goebel beer in spot sports show to place tv billing: $15 million; $11 million in tele- ningham & Walsh's position in the coming shoes and the National Bank buys, Flagg vision, $4 million in radio. Radio-tv share year will be fortified with its assignment of in spot announcement drives. of Detroit of overall billing: 50 %. the complete Texas Co. (Texaco) account Down $500,000 from last year in broad- (formerly handled by Kudner Adv. and Er- LENNEN & NEWELL: Combined radio - cast billing (due in part to the loss of Pack- win, Wasey & Co). tv billing: $21 million; $19.5 million in tele- ard Motors Div., Studebaker- Packard Corp., The 1956 Liggett & Myers billing will still show up on C&W's roster this year despite the loss, for such programs as Gun - ob smoke on CBS Radio and CBS -TV, Dragnet on NBC Radio and NBC -TV, and the early Warner Bros. Presents series on ABC -TV. The Next 10 Days $250,000 Bank, Lanolin Plus through Among active spot buys at C &W are Chase - Telephone Of Network Color Shows Russel Seeds (also Dec. 11, 18, 25). Manhattan Bank, American & Telegraph Co. ( "The Yellow Pages "), Kitch- Dec. 5 (9 -10 p.m.) Kraft Television (All times EST) ens Lee Inc. and the Narragansett Theatre, Kraft Foods Co. through J. of Sarah Brewing Co. CBS -TV Walter Thompson Co. (also Dec. 19, Dec. 4 (9:30 -10 p.m.) Red Skelton 26). CAMPBELL-MITHUN: Combined radio - Show, S. C. Johnson & Son through Dec. 6 (9:30-10 p.m.) Tennessee Ernie tv billing: $14 million; $13 million in tele- Foote, Cone & Belding and Pet Milk Ford Show, Ford Motor Co. through vision, $1 million in radio. Radio -tv share Co. through Gardner Adv. (also Dec. J. Walter Thompson Co. of overall billing: 45 %. 11, 18, 25). New in the Campbell -Mithun agency this Dec. 7 (8:30 -9 p.m.) Walter Winchell were Co. Dec. 7 (3:30 -4 p.m.) Bob Crosby Show, Toni Div., Gillette Co., through year Kroger (grocery store chain), picked up Show, participating sponsors (also North Adv., and P. Lorillard Co. from the Ralph H. Jones agency in Cincinnati, and Northwest Orient Air- Dec. 14, 21). through Leanen & Newell on alter- lines, Dec. 12 (8 -9 p.m.) Arthur Godfrey nating weeks (also Dec. 14, 21, 28). acquired from Cunningham & Walsh, Show, participating sponsors (also both spot users. Among its old accounts, Dec. 8 (1 -2 p.m.) New Figures of Dec. 19, 26). Theo. Hamm Brewing Co. sponsored the 1957, Warner Bros. Co. through C. Edward R. Murrow -CBS Radio newscasts NBC -TV J. LaRoche. regionally in the Midwest besides sponsor- Dec. 8 (8 -9 p.m.) Perry Como Show, Dec. 3 (9:30 -10:30 p.m.) Robert ing 30- minute films and sports programs in participating sponsors (also Dec. 22, Montgomery Presents, Schick through the north -midwest area; Pillsbury Mills (feed, 29). Warwick & Legler, and S. C. Johnson bakery and frozen foods divisions) spon- & Son through Needham, Louis & Dec. 9 (3:30 -4 p.m.) Zoo Parade, sored segments of CBS -TV's Arthur Godfrey Brorby on alternating weeks (also Mutual of Omaha through Bozell & morning and evening shows and Art Link - Dec. 24, 31). Jacobs (also Dec. 16, 23). letter's House Party; Gold Seal Co. (Snowy bleach, Glass Wax) continued on The Perry Dec. 3 -7 (3 -4 p.m.) Matinee, par- Dec. 9 (9 -10 p.m.) Alcoa Hour, Alumi- Como Show on NBC -TV; American Dairy ticipating sponsors (also Nov. 30, Dec. num Co. of America through Fuller & did likewise on ABC -TV's Disneyland, and 10-14, 17 -21, 24 -28, 31). Smith & Ross (also Dec. 23). the Red Heart dog food division of John Dec. 4 (8:30 -9 p.m.) Noah's Ark, Dec. 10 (8 -9:30 p.m.) Producer's Showcase, "Festival of Music," RCA Morrell Co. remained active in both spot Liggett & Myers through McCann - and network on both radio and tv. Erickson, and Max Factor of Holly- and Whirlpool through Kenyon & Eckhardt, and John Hancock Mutual wood through Doyle Dane Bernbach D'ARCY ADV.: Combined radio -tv billing: on alternating weeks (also Dec. 11, Life Insurance Co. through McCann - Erickson. $14 million; $11 million in television, $3 18, 25). in -tv [Note: This schedule will be corrected to million radio. Radio share of overall Dec. 4 (10:30 -11 p.m.) Break the press time of each issue of BT] billing: 22%. Though it lost the Coca -Cola account to Page 32 December 3, 1956 BROADCASTING TELECASTING A HALF DOLLAR will go a long way these days on WHO Radio!

Take 9 a.m. to 12 noon as an example . . .

FAR be it from us to suggest that radio is the Let Peters, Griffin, Woodward give you full only worthwhile advertising medium - but we details - including availabilities. do say it can get more mileage out of a dollar (Computations based on projecting Nielsen than most people realize. Especially on WHO figures and 1955 Iowa Radio Audience Survey Radio! data against our 26 -time rate.)

WHO Radio is part of LET'S LOOK AT THE RECORD . . . Central Broadcasting Company, which also owns and operates On WHO Radio, a 1- minute spot between WHO -TV, Des Moines WOC-N, Davenport 9 a.m. and 12 noon delivers a minimum i i of 47,086 actual listening homes, in Iowa alone!

That's at least 496 homes for half a dollar, or 1000 homes for $1.01 -ALL LISTENING 7MO TO WHO! for Iowa PLUS! That's the half-dollar minimum. With its Des Moines .. . 50,000 Watts 50,000 -watt, Clear-Channel voice, WHO also Col. B. J. Palmer, President gets thousands of unmeasured listeners, both in P. A. Loyet, Resident Manager and outside Iowa. Iowa alone has 527,000 extra Robert H. Harter, Sales Manager home sets and 573,000 car radios - and "Iowa Peters, Griffin, Woodward, Inc. Plus" coverage represents a third big bonus! National Representatives PIN Radio Station W -I -T -H "pin point power"

is tailor -made to blanket Baltimore's 15 -mile POINT radius at low, low rates -with no waste coverage. W -I -T -H reaches 74%' of all Baltimore homes every POWER week -delivers more listeners per dollar than any competitor. That's why we have twice as many advertisers as any competitor. That's why GETS we're sure to hit sales results "on the button" for you, too. BEST *Cumulative Pulse Audience Survey RESULTS

Buy

Tom Tinsley President

R. C. Embry Vice Pres. C O N F I D E N C E

National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington. Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.

Page 34 December 3, 1956 BROADCASTING TELECASTING ADVERTISERS 8 AGENCIES

McCann-Erickson at the end of last year, this TATHAM -LAIRD: Combined radio -tv bill- Son account's alternate -week Robert Mont- changeover did not take effect until March, ing: $13.8 million; $13.2 million in tele- gomery Presents programs on NBC -TV. thus D'Arcy can be credited with at least a vision, $600,000 in radio. Radio -tv share of few months worth of billing on Cokes. De- overall billing: 60 %. GEOFFREY WADE ADV.: Combined ra- $11 million; $9 million in spite this loss, D'Arcy gained $4 million in Again for the third consecutive year, T -L dio-tv billing: television, $2 million in radio. Radio -tv share billing over last year, an increase made pos- its broadcast billing (by $1.2 mil- increased 85%. sible by the acquisition of several new Gen- lion) largely on the strength of its tv activi- of overall billing: eral Tire Co. divisions and the vast reorgani- ties. Though it lost some of the Simoniz Co. Wade's overall billing for the third con- zation in the sales and advertising structure billing, and the Fulham Bros. food account secutive year hovered at the $11 million of Anderson, Clayton & Co. foods division, to DCS&S, T -L gained part of the Procter & mark, although once again there was a shift whereby D'Arcy got several new products Gamble account in the agency shuffle that from radio to television (this year to the assigned to it. Having picked up Packard followed the demise of the Biow Co. Most tune of $2 million). Miles Labs, having spent Motors Div. of Studebaker -Packard only a active radio -tv clients: Armour & Co., C. A. some time with John Daly and the News on year ago, the agency lost it to Benton & Swanson & Sons (frozen foods), Toni Div. ABC -TV, stays with that network when it Bowles, but the loss was not a great one fol- of Gillette Co. and Wander Co. (Ovaltine). switches to Broken Arrow this week [Dec. lowing S-P's withdrawal from network activ- 6]. On NBC -TV, Miles sponsors other news- ity (Tv It continued in spot Tennessee Ernie Readers' Digest). KUDNER AGENCY: Combined radio -tv casts, plus segments of the for Gerber's foods and Anheuser -Busch Ford Show and Queen for a Day. billing: $13 million; $9 million in television, Brewing Co. $4 million in radio. Radio -tv share of overall billing: 35 %. GREY ADV.: Combined radio -tv billing: GRANT ADV.: Combined radio -tv billing: $11 million; $8.8 million in television, $2.2 Kudner spending this year dipped $1 mil- $14 million; $11.5 million in television, $2.5 million in radio. Radio -tv share of overall lion from its 1955 combined figure. How- in radio. Radio -tv share of overall billing: billing: 30 %. ever, it was one of the few agencies to in- 20 bettered by $100,000 its %. crease its radio billing from $2.5 million to Grey this year 1955 broadcast billing gain of $2.9 million The agency advanced its billing by $2.9 $4 million (due in great part to Goodyear rising from $8 million to $11 million. million this year, from $11.1 to $14 million. Tire & Rubber Co.'s special Easter shows). New this year were Hearst The big thing at Grant in 1956 was, once Kudner in 1956 suffered two setbacks: one at the agency Corp. (Good Housekeeping), Crowell-Collier again, Dodge Motors Div. of the Chrysler was the end of Buick sponsorship of the Publishing Co. (Collier's) from Kudner, Corp., and the big thing with Dodge was Jackie Gleason Honeymooner series on CBS - - Hoffman Beverage Div., Pabst Brewing Co. and still is- Lawrence Welk and his Cham- TV; the other, the year -end loss of the (picked up from Warwick & Legler), part of pagne Music. It was so big with Dodge, as a Texaco radio -tv billings to Cunningham & the General Electric Co. account (flash- matter of fact, that the automaker launched Walsh. However, with C &W transfer not be- Whitehall Pharmacal Co. (Kolynos its second Welk series on ABC -TV, Top coming effective till Jan. 1, 1957, Texaco's bulbs), Procter & Gamble (Fluffo), latter Tunes and New Talent. Tv budgets being as budget for ABC Radio's Metropolitan Opera toothpaste), two from the Biow Co., and Chunky high as they are, Dodge persuaded its sister broadcasts, its regional sports shows, and Chocolate Corp. from Hilton & Riggio. division at Chrysler, Plymouth motors, to ABC Radio news strips appear on Kudner's pick up part of the tab, which Plymouth did 1956 tally. Texaco's budget trimmed Old accounts that went into radio and in exchange for a similar agreement on its considerably this year in television following television were Emerson Radio & Phono- Ray Anthony Show, also on ABC -TV. client withdrawal from the Jimmy Durante- graph Corp. (local tv newscasts), Dan River In the spot phase of Grant's business: Donald O'Connor Star Theatre series on Mills Inc. (a first time in tv on a spot an- seasonal drives for the Florists' Telegraph NBC -TV. But Frigidaire popped back into nouncement basis), Shwayder Bros. (Sam- Delivery Assn. (Valentine's Day, Easter, network with alternate -week sponsorship of sonite luggage) in spot, to name but some. Mother's Day, Christmas, etc.) on both radio CBS -TV's Do You Trust Your Wife ?, which During the year, Grey lost Doeskin tissues beverages (which it re- and tv, and the brief sponsorship of MBS' it will drop later this month. Buick's other (spot) and Kirsch take on Ideal Walter Winchell newscasts for Seaboard sponsorships included ABC election cover- signed in order to Hoffman). Drug Co. age, several NBC -TV Producers' Showcase Toy Corp. once again shared sponsorship of programs, and come Jan. 1, it will pick up Macy's Thanksgiving Day parade on NBC - The Lentheric division of Olin -Mathieson, the tab for CBS -TV's Orange Bowl football TV, and Mennen participated in High which up in January from Cun- Grant picked classic. Finance on CBS -TV. ningham & Walsh, is slated to go to Tatham - Laird at the end of the year, and National NEEDHAM, LOUIS & BRORBY: Com- BRYAN HOUSTON: Combined radio -tv 1 for Hoite Agey Airlines left Grant Dec. bined radio-tv billing: $12 million; $9.5 mil- billing: $10.8 million; $9.5 million in tele- Adv., Miami. lion in television, $2.5 million in radio. Ra- vision, $1.3 million in radio. Radio -tv share dio-tv share of overall billing: 37 %. of overall billing: 50%. MAXON INC.: Combined radio -tv billing: Though the overall broadcast billing pic- Up $1 million in broadcast billing from $14 million; $13 million in television, $1 last year, Bryan Houston in 1956 gained million in radio. Radio -tv share of overall ture stayed at the $12 million mark for while more new business than it lost. Its Colgate - billing: 40 %. NL&B, tv expenditures rose $500,000 radio dropped $500,000. Latter may be Palmolive account list was reduced by one Consistent for four straight years, Maxon's charged to the loss of Wilson Sporting Goods product, Veto Spray deodorant (which went broadcast billings are still set at $14 million, Co., a radio spot user; the former to the use to Norman, Craig & Kummel), but towards representing neither gain nor loss since 1953. of Caesar's Hour on NBC -TV by Quaker the end of the year it gained Newsweek However, television billing rose $2 million. Oats Co. on behalf of Ken -L- Ration dog - magazine from the former Scheideler & Beck while radio billing declined that amount. food, as well as sponsorship of Monsanto agency, although this won't be effective until Its three principal accounts. Heinz 57 foods. Chemical Co.'s All detergent on last sea- the first of the year. General Gillette Safety Razor Co. and son's Warner Brothers Presents on ABC-TV. Following the reorganization of Anderson, Electric Co., stayed very active this year, Clayton Foods Co. in Dallas, Houston Heinz in the Studio 57 tv film series in re- Agency acquired Palm Beach Co. clothes Tucker's margarine from gional markets, Gillette in both radio -tv from Ruthrauff & Ryan, Hotpoint Div. of acquired Mrs. sports events (e.g Cavalcade of Sports on General Electric Co. for Hi -Vi tv sets (a SSC&B. Nestle's participated in last season's NBC -TV and NBC Radio. etc.). and General new account), and several others, including Stage Show on CBS -TV and J. P. Stevens Electric Co. on 20th Century -Fox Hour on Crowell -Collier Publishing Co.'s Woman's Co. (fabrics) made use of tv for the first CBS -TV. GE billing dropped somewhat, due Home Companion and the Worthington time when it sponsored a 13 -week sequence to the transfer of GE television receivers to Corp. (air conditioners). Principal tv activ- of Omnibus on CBS -TV early in the year. Young & Rubicam. ity at NL&B: servicing the S. C. Johnson & Omnibus (not Stevens) is now on ABC -TV. BROADCASTING TELECASTING December 3, 1956 Page 35 P.G.W. PROJECT INFORMATION

Your P.G.W. Colonels are prepared to provide assistance in planning spot radio campaigns. Please do not hesitate to call us. Spot's Hot! You see it in the trade press every day - sales success after sales success resulting from the sales impact of Spot Radio. You hear about the flexibility only spot radio provides, enabling an advertiser to "sell deep" into the markets he selects. And most of all, you hear it from more and more thoughtful advertising executives - "Spot's Hot ".

EAST -SOUTHEAST

WBZ-FWBZA Boston -i- Springfield 51,000 WGR Buffalo 5,000 KYW Cleveland 50,000 WWI Detroit 5,000 KDKA Pittsburgh 50,000

WCSC Charleston, S. C. 5,000 WIST Charlotte 5,000 WIS Columbia, S. C. 5,000 WSVA Harrisonburg, Va. 5,000 WPTF Raleigh- Durham 50,000 WDBI Roanoke 5,000 Ve have assembled complete market information in MIDWEST- SOUTHWEST .ne convenient reference for the leading radio sta- WHO Des Moines 50,000 ions listed on this page. We'd like to present a copy, WOC Davenport 5,000 WDZ Decatur 1,000 nd discuss how you can "heat up" a sales campaign. WDSM Duluth- Superior 5,000 WDAY Fargo 5,000 WOWO Fort Wayne 50,000 WIRE Indianapolis 5,000 KMBC-KFRM Kansas City 5,000 WISC Madison, Wis. 1,000 KFAB Omaha 50,000 WMBD Peoria 5,000

KFDM Beaumont 5,000 KRIS Corpus Christi 1,000 WBAP Ft. Worth -Dallas 50,000 KENS San Antonio 50,000 MOUNTAIN AND WEST ETERS, V1R I'FI , eaOODW 1Y LL1U', we. KBOI Boise 5,000 Pioneer Station Representatives Since 1932 KGMB KHBC Honolulu -Hilo 5,000 KEX Portland 50,000 250 PARK AVENUE NEW YORK 17, NEW YORK KIRO Seattle 50,000

CHICAGO DETROIT ATLANTA FORT WORTH HOLLYWOOD SAN FRANCISCO St. Russ Building 0 N. Michigan Ave. Penobscot Building Glenn Building 406 W. Seventh St. 1750 N. Vine San Francisco 4, Chicago 1, Illinois Detroit 26, Mich. Atlanta 3, Georgia Fort Worth 2, Texas Hollywood 28, Calif. Calif. ADVERTISERS & AGENCIES

roundup for the first time with a broadcast total of $9 million, basically on the strength of the Toni (Div. of Gillette Co.) account. IN DETROIT RADIO AND TV Toni, heavy in daytime tv, this year went into nighttime tv with alternate -week sponsorship of The Walter Winchell Show on NBC -TV. Another North client, Lanvin Parfums, WHOSE COMMERCIALS GET MOST EXPOSURE? although no network spender (limiting its tv to spot announcement drives in large cities), Hooper Index of Broadcast Advertisers (Based on aroadcost Adv.rtison Report. monitoring) came close to national coverage this year when it lined up a group of NBC Radio TELEVISION (Network plus Spot) o &o stations to carry several special pre- Hooper Index convention political discussion programs. Network Total "Commercial of Broadcast Englander Mattress Co., from the former Biow been a cash give- Rank Product & Agency Shows Networks Units" Advertisers Co., has sponsoring away contest on a spot basis. L Standard Oil (D'Arcy) 3 27 311 2. Pure Gas & Oil (Leo Burnett) 15 165 GEYER ADV.: Combined radio -tv billing: 3. Speedway 79 Gasoline $8 million; $6 million in television. $2 mil- (W. B. Doner) 3 71/2 142 lion in radio. Radio -tv share of overall bill- 4. Gulf Oil (Young & Rubicam) 1 1 4 68 ing: 30% 5. Shell Gas & Oil With broadcast billing up $1 million -all (J. Walter Thompson) 1 8 64 due to tv -the Geyer account most active 6. Mobilgas & Oil (Compton) 1 4 59 this year was the Boyle- Midway subsidiary 7. Sinclair Gas & Oil of American Home Products Corp., which (Morey, Humm & Johnstone) 1 3 54 went into Love of Life, Secret Storm (both 8. Supertest Gas & Oil 1 2 3 CBS -TV), Queen for a Day and It Could Be You (both NBC -TV) -all daytime tv RADIO (Network Plus Spot) shows. American Motors (Nash), last year's big spender at Geyer, cut back its tv appro- Hooper Index priation in ABC -TV's Disneyland, but Network Total "Commercial of Broadcast added to its radio expenditures on NBC Product Agency Networks Units" Advertisers Rank & Shows Radio's Monitor. Kiwi shoe polish had 1. Speedway 79 Gasoline been resigned late last year when the agency (W. B. Doner) 3 92 2/3 76 acquired Boyle- Midway's Griffin shoe polish. 2. Standard Oil (D'Arcy) 2 17'/r 47 3. Gulf Oil Co. (Young & Rubicam) - 2 33 26 ERWIN, WASEY & CO.: Combined radio - 4. Pure Gas & Oil (Leo Burnett) - 3 20 21 tv billing: $8 million; $6 million in televi- 5. Quaker State sion, $2 million in radio. Radio -tv share of (Kenyon & Eckhardt) (P) 19 21 overall billing: 25 %. 6. Sun Oil Co. (Ruthrauff & Ryan) 5 15 15 Another agency whose overall broadcast 7. American Oil Co. (Joseph Katz)(P) 4 5 billing remained the same for the second 8. Superfest Gas & Oil 1 2 1 consecutive year, Erwin, Wasey increased (P) Participations, as distinguished from sponsorship. its tv expenditures $1 million, while its radio budget dropped $1 million. This see-saw In the above summary, the monitoring occurred the week ending October 14, 1956. movement may be explained by increased The Hooper Index of Broadcast Advertisers is a measure of the extent to which a tv activity on behalf of several clients: sponsor's commercials are seen or heard. Each commercial is assigned a number of Carnation Co. (syndicated Annie Oakley "commercial units," according to its length.* This number is then multiplied by the audi- series in regional markets in addition to ence attributed to that commercial. When each commercial has thus been evalu- rating CBS -TV's Burns & Allen Show); Toast- ated, the results for all commercials of each sponsor are added to form the HIBA. For master Products Div., McGraw Electric Co., further details of preparation, see the basic reports published by C. E. Hooper Inc., Broad- cast Advertisers Reports Inc. and American Research Bureau Inc. Above summary is and Seth Thomas Clock Div., General Time prepared for use solely by BROADCASTING TELECASTING. No reproduction permitted. Corp. (NBC -TV's Today, Home and To- "Commercial Units ": Commercials are taken from the monitored reports published by night); Hamilton Beach Co. (CBS -TV's Broadcasting Advertisers Reports Inc. A "commercial unit" is defined as a commercial ex- Good Morning With Will Rogers Jr.), and posure of more than 10 seconds but usually not more than one minute in duration. Four "commercial units" are attributed to a 30- minute program, and in the same proportion for Campana Sales Co. (NBC-TV's Queen for programs of other lengths. A "station identification" equals one -half "commercial unit." a Day). **Audience ratings for television, both national and local, are those published by Ameri- can Research Bureau Inc. Those for radio are the ratings of C. E. Hooper Inc. In the case The agency added two regional accounts, of station breaks, the average of the ratings for the preceding and following time periods is used wherever feasible: otherwise, the rating is that of either the preceding or following time White King Soap from Raymond R. Morgan period, normally the preceding. Co., and Arizona Brewing Co. Radio's decline at Erwin, Wasey may be ascribed to the loss of Chemway Corp.'s Zonite prod- Heublein Inc.'s Maltex cereal increased its (from Biow), Colgate- Palmolive's Veto ucts and of Musterole, both heavy radio spot schedule. (from Bryan Houston), and part of Warner - spot users. Lambert (via K &E). With this to show, MOGUL: Combined radio -tv billing: NORMAN, CRAIG & KUMMEL: Com- NC&K placed Ronson on CBS -TV's Play- EMIL bined radio -tv billing: $9.6 million; $7 mil- house 90, kept Speidel on NBC -TV's The $7.5 million; $5 million in television, $2.5 million in radio. -tv lion in television, $2.6 million in radio. Big Surprise, but lost Blatz beer (to K &E). Radio share of overall Radio -tv share of overall billing: 30 %. billing: 45 %. NC &K this year exceeded its 1955 com- NORTH ADV.: Combined radio -tv billing: Emil Mogul appears in BT's compilation bined estimate by $3.6 million, thus ap- $9 million; $8 million in television, $1 mil- for the first time this year. For Revlon, proaching the $10 million mark with the ac- lion in radio. Radio -tv share of overall bill- Mogul was in CBS -TV's $64,000 Challenge quisition of such accounts as the Democratic ing: 80 %. and Question, and for Knomark Mfg. Co. National Committee, Speidel watchbands North Adv., concluding its initial year of (Esquire boot polish) it was in participating (from SSC&B), Hudson Pulp & Paper Co. operation, appears in BT's annual billing sponsorship on Caesar's Hour on NBC -TV;

Page 38 December 3, 1956 BROADCASTING TELECASTING Chicago, Chicago, that Dairy Food Town - Leader in Milk Processing, Number One Butter and Egg Market in the United States!

...AND THE PURE MILK ASSOCIATION SELLS MILK IN CHICAGO WITH WMAQ's MARY MERRYFIELD During Dairy Month, Mary Merryfield sug- on almost every phase of daily living, while gested that listeners write to the Pure Milk she sells for such other leading advertisers as Association for recipe booklets. More than Bengay, Birds -Eye, Clapp's Baby Foods, Fould's 3,000 requests resulted! That's the kind of Macaroni, General Food's La France, Ralston promotion Chicago's Pure Milk Association Purina, Slenderella and United Fruit. credits with upping bottled milk sales -volume Let NBC Spot Sales show you how Mary by a phenomenal 22% last year. Merryfield can lead you to greener sales pas- It's the kind of result that all of Mary's spon- tures ... for as little as 26f- per -thousand -listen- sors enjoy on her Monday- Friday (12:0042:55 ers. In New York, a call to your NBC Spot Sales pin) broadcasts. Fashion, beauty, home, careers representative brings you an immediate Radio - - 1\'fary Merryfield offers news and advice Phonic Spot Buying audition by telephone.

Radio leadership station in Chicago SOLD BY NBC SPOT SALES THE GREATEST CARTOON & ...from NTA's s60,000,000

spar- are among this Award Winners Many Academy hos been proved whose appeal cartoon carnival, kling have received. acclaim they are: by the wide Laugh Parade in this unending outstanding titles

Puppetoons 38 George Pal 106 Betty Boop 127 Screen Songs Y6 little Lulu 45 Talkatoons 38 Koko the Clown ...and many more!

CARTOONS AND COMEDIES ARE BETTER THAN EVER ... In one week, over 50 different programs in New York listed filmed cartoons and comedies ... morning, noon, and night! COMEDY TV SHOWS ON EARTH "Panorama of Entertaining Programs"

"THE COMEDY CAVALCADE"

The largest single source of cartoon and comedy programs available to TV- consisting of 600 titles featuring some of the most famous laugh- getters of our time...that's part of NTA's fabulous $60,000,000 "Panorama of Entertaining Programming."

Produced by one of America's foremost studios, they represent the widest variety

and maximum production skill and showmanship. In addition to such outstanding car-

toon subjects as Betty Boop, Little Lulu, George Pal Puppetoons, they include such

great comic personalities as these:

JACK BENNY CHARLIE RUGGLES CHARLIE CHAPLIN

ETHEL MERMAN BURNS & ALLEN VICTOR MOORE

ROBERT BENCHLEY W. C. FIELDS BORAH MINNEVITCH

WILLIE & EUGENE HOWARD JACK OAKIE JACK HALEY

GEORGE JESSEL SMITH & DALE CHESTER CONKLIN

EDDIE PEABODY WALTER CATLETT BILLY HOUSE

Study these names, one by one. Then consider their enormous appeal to countless millions in the televiewing audience, as well as their appeal to you ... in terms of budget and time -flexibility. They're backed by one of the largest promotional campaigns ever offered with any TV programming package!

PHONE, WIRE, OR WRITE TODAY!

_.,.._ All the details are available to you from

HAROLD GOLDMAN, Vice President in Charge of Sales

r / 1 1-

A ' .-77nAL H;LI:FIL.tl 1- SSOC1A7ES, L7Ce 60 W. 55th STREET NEW YORK 19, N. Y. PHONE: PLAZA 7 -2100

MINNESOTA CANADA MEMPHIS, TENNESSEE BOSTON, MASS. MINNEAPOLIS, ILLINOIS HOLLYWOOD, CALIFORNIA MONTREAL, OIICAGO, Stotler Hotel Office Building 1011 Currie A N. Blvd. 1434 St. Catherine St. 3605 Sterlck Building 617 N. Michigan Avenue 5731 Sunset Phone: Jackson 6.1565 Phone: Liberty 3 -9633 Phone: Federal 1.7013 1 -1191 Phone: University 6 -9495 Phone: Michlgon 2.5561 Phone: Crestview

\ö ADVERTISERS & AGENCIES

Esquire also picked up the tab for the one- DOHERTY, CLIFFORD, STEERS & time, hour -long showing of J. Arthur Rank's SHENFIELD: Combined radio -tv billing: BBDO Assigns Eight The Magic Box earlier this fall. $6.7 million; $5.5 million in television, $1.2 On Four Major Accounts In tv spot, the most active Mogul accounts million in radio. Radio -tv share of overall were Rayco Mfg. Co. (auto seatcovers) and billing: 50%. EIGHT new personnel assignments affecting Monarch Wine Co. (Manischewitz). Park This agency registered a broadcast billing four major BBDO accounts were announced & Tilford's Tintex, which Mogul acquired increase of $700,000 over last year's round- by the agency last week. They affect the the first of the year through its absorption up figure of $6 million. Among new ac- following accounts and people: of the former Storm & Klein agency, as well counts: Fulham Bros. frozen foods from Revlon: Nelson Gross, former radio -tv as National Shoes Inc., Barney's Clothes in Tatham -Laird, J. B. Williams' Conti from director at H. B. Humphrey, Alley & Rich- New York, Ronzoni Macaroni Co. and Gold Bermingham, Castleman & Pierce, Chem - ards, will supervise advertising on Satin Set Candy Corp. (Bonomo's Turkish way Corp.'s Zonite from Erwin, Wasey & Medal and Touch 'n Glow powder and liquid Taffy), all made ample use of spot in both Co., and the assignment of a new laxative makeup. Martin S. Fliesler, formerly with broadcast media. product, Regutol, to the Pharmaco Inc. ac- McCall Corp.'s promotion department and count list. All are spot users. At the same with McCall's Better Living magazine, ap- time, DCS&S lost International Latex MacMANUS, JOHN & ADAMS: Com- pointed account executive on Revlon's nail Corp.'s Isodine (pharmacal division) to bined radio -tv billing: $7 million; $5.5 mil- enamel. Sanford Buchsbaum, formerly an Reach, Yates & Mattoon. Bristol -Myers lion in television, $1.5 million in radio. account supervisor at E. T. Howard Co., was continued its sponsorship of Alfred Hitch- Radio -tv share of overall billing: 22 %. named account executive on cock Presents on CBS -TV, and this season Satin Set. The agency's combined broadcast billing Named assistant account joined the roster of Playhouse 90 sponsors, executive for mar- dipped $1.5 million this year, due in part to keting and research was also on CBS -TV. Harvey Comita, for- Pontiac's withdrawal from NBC-TV's Play- merly with advertising research foundation. wrights '56, Dow and Chemical Corp.'s Penick & Ford .(syrups and desserts): move on NBC WARWICK & LEGLER: Combined radio - similar on Medic, also -TV. Stanley A. Bogan, formerly assistant to the However its radio billings registered a gain of tv billing: $6.2 million; $4.9 million in tele- executive vice president, Ellington & Co., $4.5 million due to Pontiac, which vision, $1.3 million in radio. Radio -tv share -again was named account executive in charge of in tv by of overall billing: 40 %. compensated for its unhappiness Brer Rabbit molasses, My -T -Fine desserts, in lineup Notre splurging radio: a of Dame Up $500,000 in broadcast billing over last Vermont Maid syrup and Cocomalt. H. U. football games, heavy spot radio push year, W &L in 1956 Biow gained the -resigned Blakeney Henry, formerly with J. Walter 1957 model, participations on NBC Jacob Brewery well for the Ruppert account as as Thompson, was named assistant account Radio's Monitor and a rash of CBS Radio J. A. Wright silver polish, losing to Leo executive. programs. Cadillac, too, went heavy on Burnett Co. the remainder of the Pabst ac- Bristol -Myers Monitor for its 1957 model. count (the west coast regional East Side (Ban, Trashily, Sentry): Martin Devine, former Kenyon & Eckhardt Another shot -in- the -arm for MJ&A's beer which stayed at W &L when Pabst account executive, was named to a similar radio billing: acquisition of a host of ac- moved to Burnett last year). W&L resigned post on B -M products. counts previously serviced by David J. Hoffman Beverage Div. of Pabst to Grey Mahoney, now an MJ&A client as president Adv., and also closed its West Coast office. General Electric Co. (lamps): Paul of Good Humor Corp. Besides Good Hu- Schick, which it acquired last year, will bow Smith, former Compton Adv. mor, MJ&A picked up S. A. Schonbrunn out of Robert Montgomery Presents on utive, to a similar post on GE's "Live Better (Medaglia d'Oro coffee). White Rock Corp., NBC -TV in January, going into that net- Electrically Campaign." work's Dragnet instead. Ruppert sponsored Ceribelli & Co. (Brioschi effervescent), S. B. Perlstein Leaves Pabst Thomas bread and others. various local sports shows in the New York Brewing area on tv. To Open Market Consulting Firm RUSSEL M. SEEDS: Combined radio -tv NATHAN PERLSTEIN has resigned as ad- billing: $7 million; $5.5 million in television. RAYMOND SPECTOR: Combined radio - vertising director of Pabst Brewing Co. to $1.5 million in radio. Radio -tv share of over- tv billing: $5.6 million; $4.6 million in tele- open his own marketing consultant firm, ef- all billing: 40 %. vision, $1 million in radio. Radio -tv share fective Jan. 1, he announced last week. He Seeds this past year placed W. A. Sheaffer of overall billing, 95 %. had been associated with Pabst Brewing for the past 18 years in various capacities Pen Co. as alternate sponsor on CBS -TV's As the agency for Hazel Bishop, the Spec- and is credited with placing millions of dol- Navy Log, and when that program shifted to tor agency placed the account-throughout ABC -TV, backed The Brothers on CBS lars of advertising in broadcast and print -TV; the past year-on Beat the Clock, Arthur Lanolin Plus (which it inherited from the media. Murray Dance Party, This Is Show Biow Co.) on Name That Tune (CBS-TV) Business, Mr. Perlstein will set up Nathan N. Perl- and Break the $250,000 Bank in color on Garry Moore Show, Bob Crosby Show, Place stein & Assoc. Inc., with headquarters at NBC -TV. It also bought participations for the Face -ail on CBS -TV, and dropped This 333 N. Michigan Ave., Chicago. He will be Brown & Williamson Tobacco Co. on Steve Is Your Life on NBC -TV. Next year it will succeeded at Pabst by Richard Hehman, who Allen Show and Tennessee Ernie Ford Show, place On Your Account on CBS -TV. has been advertising manager and recently both NBC -TV, plus radio -tv spot campaign. brand manager. Latter also is expected to HARRY B. COHEN ADV.: Combined assume certain sales promotion duties. EARLE LUDGIN: Combined radio -tv bill- radio -tv billing: $5.5 million; $4.3 million in Pabst and other companies will be among ing: $7 million; $6.2 million in television. television, $1.2 million in radio. Radio -tv his clients in the new marketing consultant $800,000 in radio. Radio -tv share of overall share of overall billing: 45 %. firm. billing: 55%. For Cohen, this was a year of gains and Hal Dietz Named Emerson V.P. Reporting an increase of $700,000 in losses. In the former category, it picked In Charge of Sales, Marketing broadcast billing over last year, Ludgin this up Doeskin Products (tissues, toilet paper) year was represented-for Helene Curtis - from Grey Adv., but in the latter, lost Block HAL DIETZ, vice president in charge of sales, Emerson Radio & Phonograph Corp., on CBS-TV's What's My Line? and the Sun- Drug Co. to SSC&B and Lawrence Gum - Jersey City, N. J., has been appointed vice day afternoon Washington Square program binner Adv. An agency whose broadcast president in charge of sales and marketing, with Ray Bolger on NBC -TV. It placed Best billing is primarily in spot, Cohen placed it was announced last week by Emerson's Foods in spot radio and television, and to- campaigns for Grove Labs (Grove and Executive Vice President Dorman D. Israel. ward the end of the year gained both Zenith Fitch subsidiaries), West End Brewing Co. In his new post, Mr. Dietz will supervise all Radio Corp. and Easy Washing Machine (Utica Club), B. T. Babbitt Co. (Glim) advertising, sales promotion and market re- Corp. from BBDO. and, of course, Doeskin. search activities. Lester Krugman, who has 42 Page December 3, 1956 BROADCASTING TELECASTING THE TWO- DOLLAR KEY THAT LAUNCHED A BILLION -DOLLAR CAREER

Back in 1906 a 15- year -old lad got a job as a Since 1927 WFAA has been an affiliate of Postal Telegraph messenger for $5 a week. NBC, operating as the first NBC affiliate west With two dollars of the first week's salary he of the Mississippi River. Through this net- bought a dummy telegraph key. Within six work affiliation we have been able to bring months he had taught himself the Morse code the WFAA audience the world's finest radio and won a job with Marconi Wireless Tele- coverage in news, music, sports, entertain- graph Co. ment and educational features. That lad was David Sarnoff - and his two - We are proud of this association with dollar investment launched him on a career America's first and greatest network. And we that was to make history in the world of are happy to join in a sincere tribute to its communications. head, General Sarnoff, on his 50th anniver- His was the brilliant imagination that sary in the industry. Under his leadership, blazed more trails in electronics than any we look forward to still greater accomplish- other man in the industry. And among his ments in every field of electronic communica- ideas none was more important than the con- tions to serve the public interest, necessity cept of network radio that created the Na- and convenience. tional Broadcasting Company, the first radio chain in America. NBC brings listeners throughout the nation on- the-spot national and international news coverage and informed and authoritative commentators. It brings its audience world WFAA figures in every field of interest. It provides DALLAS a technical perfection possible only to an or- NBC TQN the and resources of ganization with talents Edward Petry & Co., Inc., Representatives a great network.

Radio and Television Services of the Dallas Morning News

BROADCASTING TELECASTING December 3, 1956 Page 43 ADVERTISERS & AGENCIES

been Emerson's vice president in charge of marketing, has resigned [BsT, Nov. 26]. Also announced was the appointment of Edward Kantrowitz, former assistant to the -C vice president in charge of marketing, as advertising and sales promotion director. Al- i bert Leon continues as sales promotion manager. Mr. Dietz became Emerson's sales vice president four months ago after serving in i various top-echelon executive capacities with a number of Emerson distributing organiza- i tions. Mr. Kantrowitz has been with Emer- son since 1949, first as advertising production manager, then assistant sales director, advertising manager and assistant to the marketing vice president. / i / Stations Asked to Hold Back / Report Damaging to Cold Remedy / DOWD, Redfield & Johnstone, New York, wired some 20 radio stations and more than / 100 tv stations urging them to withhold / publicity on a news release, which quoted from two studies in the Journal of the American Medical Assn. on the inadequa- cies of treating colds with Bioflavonoid cold tablets. Dowd, Redfield & Johnstone is the agency for Grove Labs, N. Y., which manufactures Bioflavonoid cold tablets. A spokesman for the agency last week said that the company sent telegrams to all print and broadcast media on its schedule for Grove's Citroid compound. The telegram suggested that publicity be withheld "until all factors on both sides can be analyzed." The press release, together with a four -page summary of the AMA studies, was issued by Ted Bates & Co., agency for the Anahist Co., a competitor of Grove Labs. The spokesman said the agency did not feel it was trying to censor either the station's or printed media's use of news material by its telegram. He pointed out that Grove Labs has evidence from other medical sources that Bioflavonoids are useful in treating colds and the agency wanted to bring this information to the attention of the media before they started to publicize the AMA findings. He stated the agency had received no complaints from radio or tv stations, but did not know whether they had acceded to its request. He added that newspapers carrying the story gave space to Grove Labs' claims.

W &L, Luft Co. End Association WARWICK & LEGLER, New York, advertising agency, and the George W. Luft Co., Long Island City, N. Y., manufacturers of Tangee beauty preparations. last week announced they had severed their 21- year association, effective Nov. 14. Coin- cidentally, H. Paul Warwick, W &L presi- the «touch':.. dent, resigned as a director of the Luft Co. Both Mr. Warwick and John A. Cawley, president of the cosmetics firm, declined to offer a reason for the sudden resignation. The account billed nearly $1 million annually. Tangee is a spot radio and tv user. A new agency is expected to be picked before the end of the year. that's exactly what we've got! \

II 111111111111111i IIIIIIIuuoili iiiiiiin IIIIIIIIII IIIIIIIIII 1111 1E11111

to WFBR that means ,,- having more listeners :;; I 1I than any other 1, Baltimore radio station

WFBR Baltimore's Best Buy

REPRESENTED BY JOHN BLAIR AND COMPANY

* September- October Pulse ADVERTISERS 8 AGENCIES RADIO, TV STAR BEFORE EASTERN WA Record 2,152 attend New York conference dominated by broadcast media

RADIO AND TV monopolized the floor and Radio -tv won its big plum in the media view and the reasons why you got there. the attention of delegates last week as the buying workshop, held Tuesday afternoon He wouldn't be human if he agreed with eastern region of the American Assn. of and devoted to the theme "How to Plan you all the time. But as long as your purpose Advertising Agencies held its annual con- Media Strategy." Three panelists, working is proper and you have integrity and the ference in New York with a record estimated independently, reached the conclusion that courage of your convictions, he will never total attendance of 2,152 agency executives broadcasting should be the predominant condemn you for trying to help him sell and guests. medium to be used in a campaign for a more of his product or service. "a - "So I you, in case the thought has The two -day conference presented experts product identified to them only as pot urge out to be Tetley Tea (see not reached you, treat your clients as people. in the principal phases of agency activity able"-it turned Show respect for their judgment, because in seven separate workshop sessions rang- page 56). session that closed the often their ideas, whether they be creative, ing from creative work to mechanical pro- The "look- ahead" or whatever, may solve the very duction, from research to account manage- two -day meeting Wednesday afternoon gave marketing people you are struggling with." ment to marketing and merchandising. Ra- special attention to young in adver- problem that tising. Mr. Cummings also offered these point- dio-tv was the exclusive subject of one work- Barton president of ers: shop, figured prominently in another A. Cummings, Comp- - agency (1) "to be alarmed or overwhelmed by where broadcast media won unanimous ton Adv., counseled people "Don't to the technicians, to the problems (and opportunities) nomination as major advertising vehicles in take the time to go advertising the engineers, to the production people of facing you. Tackle them and you will find a hypothetical campaign -planning session clients and ask question after question you have a far greater capacity than could draw profitable pointers even your that -and after question" in order to know "thor- may now realize. from workshops dealing primarily with other you oughly" the clients' products or services; (2) ". . . If you should find, after tackling media. There also was a closed session for top management at which general public relations problems occupied a high agenda spot, and proposals for a special project in the public relations area were discussed. Offi- cials said details would not be announced before the first of the year, at the earliest. Somewhat surprisingly, the question of methods of compensating agencies -a controversial one, with Assn. of National Adver- tisers members seeking a re-evaluation of the prevalent commission system -did not come up at the meeting. The closed session, with Lennen & Newell President Adolph J. Toigo presiding as chairman of the AAAA eastern region, featured a panel discussion of "Current Prob- lems of the Industry." AAAA President Frederic R. Gamble was moderator and the panel consisted of Robert D. Holbrook, chairman of Compton Adv. and of AAAA; Carl Newton, partner in Donovan, Leisure, THREE AGENCY HEADS who spoke before the 4A's eastern conference in New York Newton & Irvine, special counsel to the last week discuss their topics with another agency head, who presided at the session. vice AAAA; J. Davis Danforth, executive L to r: James H. S. Ellis, president of Kudner Agency; Barton A. Cummings, president president of BBDO and chairman of the of Compton Advertising; Adolph J. Tolgo, Lennen & Newell president and chairman AAAA board's special committee on public of the eastern region for 4A, who presided over the eastern conference sessions, and relations; Emerson Foote, executive vice Bryan Houston, chairman of the board of Bryan Houston. president of McCann -Erickson and chair- media man of AAAA's board committee on to "know the people in your own agency new, large chunks of advertising problems presi- relations, and William A. Marsteller, and take full advantage of the best brains and responsibilities, that you have become Gebhardt & dent of Marsteller, Rickard, that are available to you," not alone through so busy that you haven't time to think the AAAA -then Reed and vice chairman of group meetings but also through personal ditch all you need to of that workload until relations. board's committee on advertiser consultation on problems; (3) to learn thor- you are free think! In short, seek over -to ... The management luncheon, presided oughly the client's marketing set -up, includ- your level of capacity and output that per- of by Brown Bolte, executive vice president ing distribution, sales organization and sales mits you the time and freedom of mind the Benton & Bowles and vice chairman of trends, distributors and dealers, sales pro- necessary to the solving of problems and Senior Vice AAAA eastern region, heard motion and merchandising -to "inject your- the creating of ideas ours is still the Louis -for President Melvin Brorby of Needham, self into your client's business completely," business of ideas and there is no substitute problems & Brorby detail agency manpower and at the same time to know as much as for thought -or for the time to think!" and suggest ways of solving them, and to possible about the client's competition; (4) Bryan Houston, board chairman of Bryan there was a wind up the two -day meeting to "know your client." Houston Inc., sketched "three specific areas "look- ahead" session Wednesday afternoon "Clients don't really give a damn for an of advertising skill which all of our younger officials: featuring three other top agency advertising man whose only role is to please people need to acquire and three character President Barton A. Cummings of Comp- him, to yes him, to agree with him," Mr. traits which they need to bring with them ton Adv.; President James H. S. Ellis of Cummings said. "A client who is objective, and which, incidentally, we need to en- Kudner, and Chairman Bryan Houston of and I think most of them are, will give you courage." the agency bearing his name. every opportunity to express your point of He stressed (1) "the ability to distinguish Page 46 December 3, 1956 BROADCASTING TELECASTING WHEN YOU BUY ATLANTA...BUY wCaga -tv

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BROADCASTING TELECASTING December 3, 1956 Page 47 SAN FRA WCISCO LOS ANGELES N KIN UN IN NEW DE NI ANO NOL U M EXI AND 'K M ILA GUATEMA

CORRESPONDENT -AT- LARGE! Israeli forces march across the Egyptian border. Tensions in the Middle East, long smoldering, erupt suddenly. In Los Angeles -8,000 miles across the face of the globe -KNXT newsman Clete Roberts, veteran World War II correspondent, prepares for immediate take -off. His assignment: eye- witness KNXT coverage of the conflict ... a unique instance of a local television station with its own on- the -scene war correspondent. Just the week before, reporter Roberts, with Grant Holcomb, flew to San Francisco KELSINKI. STOCKHOLM COPENHR N"' 'AM57ERDA

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an idea from an adjective, the ability to tell creative business. You must not only create has every right to hear that opinion, or to a good ad from a bad one with greater ac- new ways to stimulate sales, but frequently hear you say, 'I don't know, but I will find curacy than average," which he acknowl- you must think of and justify new products out.' Your client has every right to rely on edged is "so simple to say and is so difficult and new improvements of old products to your integrity to the extent that any recom- to do"; (2) the need to study "the channels satisfy the new desires that you have created. mendation from you is a recommendation of communication," or media, about which You should have brains enough to grasp a for the benefit of the client and not colored "nobody, but nobody, knows enough "; (3) working knowledge of communications, se- by what's best or easiest or cheapest for the the skill of planning, "a deceptively simple mantics, psychology and showmanship. You agency. That is more strain on your integ- word" which actually requires much infor- need brains enough to be able to acquire rity than the average man needs in his daily mation including "a working knowledge of some knowledge of any client's business life. the peculiar economics of the consumer within a matter of weeks. Most of all, of "Most of all you need courage, because product involved." course, it takes brains to create effective ad- the American advertising agency is one of "Regardless of what spot you have, or vertising. the last strongholds of creative capitalism. hope to have, in the agency business," Mr. "You need integrity to an unusual degree Just as every crook must have a mouthpiece, Houston also admonished, "you must learn because you are in a consulting business just as the sick and moribund must have to think simply and to say simply what you which grew out of a straight media sales healers, so every man who has a dream of have thought." operation. You are in a business where any building a business by making something Among the key characteristics needed in client at any time has a right to ask for better or cheaper or prettier or more con- the agency business, he continued, are your opinion ... Assuming you know some- venient for America must have the help of "brains, integrity, and courage." He said: thing about advertising and assuming that an advertising man. The real reason why "You'll need brains because this is a your opinion is worth having, your client most people of the world are anti -capital-

NEEDED: NEW AD He conceded that not all people thus TALENT ON ROW hired would be "immediate and great" THE continuing need for new people in Chairman D'Arcy Brophy were among successes. But neither are all men who're the advertising agency business was current advertising leaders who started lured away from other agencies -some- stressed at the management luncheon out in other fields and "came into the times at prices that prove excessive, he Tuesday by Melvin Brorby, senior vice agency business rather late and some- added. president of Needham, Louis & Brorby, what unconventionally." He continued: Another important factor in solving Chicago. "If young men [like these] have dem- personnel problems, Mr. Brorby con- "To increase by 10% the effective use onstrated in other jobs that they are good tinued, is "the loving care of those peo- of our people," he said, "to reduce by executives, that they get along well with ple who are already members of our 10% the restless people, that they have developed the organization." He advocated "objective moving about; ability to solve problems, that they have and frequent appraisals" of all staff mem- to diminish by an understanding of business and what bers, with an eye not only on salaries 10% the execu- it takes to make a sale-then surely there but also on "job fulfillment and job satis- tive time spent must be some way in which we can dis- faction." As a proposed in finding that cover and make use of their fresh talents policy of promotion wherever possible great guy when in our business. without failing too long and without we need him ur- "Certain of our departments are more being afraid to move a man from one gently - that logical entry points for these outside peo- department to another." could do great ple. In our media, research, marketing "Lastly," he said, "but certainly of the things for our or merchandising departments they may greatest importance, management needs business and for find their talents and experience more to supply its people with those incentives, our balance immediately usable. attitudes, encouragements, working con- sheets." But, he MR. BRORBY "But perhaps without an intermediate ditions, which provide a climate for added: stepping stone, some could move, with growth and individual fulfillment and "To bring at least 10% of new people a period of training, directly into our which make unnecessary the continual into our business each year-men and account divisions. I have a hunch that shift from one agency to another which women from new sources outside the some of them might even make a great is altogether too common a characteristic agency business-this seems to me to be success in copy [which is also] a think- of this business. perhaps the greatest opportunity and the ing department, an idea department, a "Profit - sharing, insurance, pension easiest target. It's something each of us problem solving department - whose plans and, of course, fair salary treat- can start doing more of, beginning today. members, of course, have to be able to ment are some of the standard devices. It is a far preferable alternative to the write simply and clearly and, at times, rash of cannibalism which breaks out imaginatively." Wide stock ownership can be even more feverishly-and which seems to be prev- In addition to seeking personnel from useful, as we have found ourselves. Over alent at the moment. This incestuous other businesses, he continued, "of course half of our entire organization own stock form of recruiting often takes on the we must continue and even increase our -which means all of our important and form of fraternity rushing, and makes efforts to bring keen young men into our key and older people do." me wonder if we haven't gone back to business when they leave their univer- He called also for leadership which being freshmen and sophomores." sities." But that "is not so much my understands personnel's need for "job Mr. Brorby cited J. Walter Thompson thesis as the broadening of our procure- satisfaction," pointing out that "there can Co. President Norman Strouse's document policies so that men at several age be greater satisfaction in being a respected mentation, at the AAAA convention last brackets may find their way into our busi- member of a happy, effective group than spring, that the agency field needs to en- ness without having to start at the $1,200 - in making a lot of money." list 2,100 new specialized people each a -year training salary that was offered Making more effective year for the next 10 years, based on pres- Bob Holbrook when he was already earn- use of existing ent and anticipated expansions in adver- ing $10,000." personnel, he pointed out, is still another tising. Mr. Brorby suggested that agencies approach to the solution of the manpower He noted that Mr. Strouse himself, might be well advised to "free one of problem. He cited "meetings" and "com- Compton Adv.'s Chairman Robert Hol- our important staff key executives to munications" as two areas alone in which brook, Young & Rubicam's President spend a considerable amount of his time" "we can save many hours by learning Sigurd Larmon, and Kenyon & Eckhardt's in the search for new agency people. new methods."

Page 50 December 3, 1956 BROADCASTING TELECASTING THE D E SUCCESS STORY

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ists has nothing to do with the fact that because of what you have said." John F. Devine of J. Walter Thompson Co., capitalism produces more for everybody "We can give advertising a black eye," the agency people were shown a sampling of than any other economic system. The he continued, "if we write advertising that foreign theatrical commercials. trouble with capitalism is that it takes cour- is apparently insincere, needlessly boastful, Brief talk on the musical jingle and its age. or simply dull." relationship to popular records was delivered "As the vital organ of American capital- He emphasized that "every client's prod- to the tv -radio creative workshop by Mitch ism, the agency is a bad place for a young- uct is interesting and ... our job is to put Miller, director of popular artists and re- ster who is primarily interested in security. a finger on that interest." The creative pertoirs, Columbia Records, who followed Agencies do not get alimony and there is writer, he continued, not only must know his substantially his remarks made earlier in the no old age pension for the 45- year -old client's product but should "know competi- month at Radio Advertising Bureau's Na- agency man who has lost that elusive, but tive products too." tional Radio Clinic [BT, Nov. 5]. essential, quality of thinking primarily for "We are not," Mr. Ellis concluded, "a He reminded that both the jingle and the the future. The agency business can be very mass -production industry. What comes out hit record vie for listener attention, that cruel. It is possible to do a good job and of any agency is the creative work of indi- the jingle, therefore, must be simple and still lose an account. It is possible to do good viduals. And, if we as individuals work with "yet have enough color, performance and work and have it brushed aside, but nowhere tongue -in- cheek -if our attitude is flippant humor not to be dull." Simplicity can be have I found an equal opportunity to put -or cynical -or lazy -the public is entitled achieved, he thought, without letting a 20- second or minute spot "degenerate into a contest with a stop watch to see how many facts can be crammed and stuffed into the WHAT HOUSEWIVES WANT IN COMMERCIALS allotted time." A DEPARTURE from the usual in this strident voices and general overbearing Author Ed Shepherd Mead (How to year's broadcast media session was the loudness. Succeed in Business Without Really Trying scheduling of a "housewife" to address "They dislike overglamorous people and How to Get Rich in Tv Without Really agency folk on how the housewife looks and overdistorted situations. They don't Trying), who retired last January as tv copy at tv commercials. The "housewife" - like you when you sound coy or stilted chief and a vice president of Benton & Mrs. Jean Wade or inane or even dull." Bowles, New York, salted his talk on copy- Rindlaub, for- What would the housewife like in tv writing at the print creative workshop with mer BBDO vice commercials? typical take -offs on agency methods in creat- president - em- Said Mrs. Rindlaub: "... more car- ing ad copy. phasized that toons, more short, simple, direct com- Mr. Mead warned that "more and more "we're all tired mercials, more information and service, advertising is becoming dull, repetitious, and -me and my food service, beauty care service, home imitative because, more and more, it is friends, and we care service, more natural, softer speech, being written by committees. don't want to be more natural more people, humor and "A good idea, in advertising or anyplace YELLED at." wit, more imagination, more daring, more else, has a kind of shape to it. It has "They like a demonstrations, more genuine sincerity corners on it. The trouble with a committee quiet approach, and enthusiasm, more believable claims." is that it can't stand corners. A committee soft sell, low She continued, "nothing in when there, has to knock the corners off, so that every pitched you come right down MRS. RINDLAUB voices, to it, that would be idea will have the same shape." natural, real very hard to supply." The housewife is He commercials that explain things as you not very different from the agency man suggested that more advertising be written which has in would to a friend. when he is at home, Mrs. Rindlaub ob- mind the "people who are going to . "They like imaginative, entertaining served, watching and liking substantially buy the product -and not . . the five different commercials that are simple, sensible, the same things. She suggested that "some committees you know are going to have to approve the ad." logical and short. . . . of those feelings that you and your "They dislike long commercials and friends have" should be remembered Speakers participating in the account man- screaming, hammering, hard pressure "when you're writing [copy] to me and agement workshop on Wednesday afternoon commercials and exaggerated claims and my friends." were James D. Webb, president, C. J. La- Roche & Co., New York; Richard S. Lessler, vice president, marketing and research, Grey Adv., New York; John Toigo, vice president as much of my time against productive to conclude that we are, in fact, the phonies and director of marketing, Joseph Schlitz work. Nowhere have I found as great an that our critics say we are." Brewing Co., Milwaukee, and Vincent R. opportunity to do work that helps to bring George H. Gribbin of Young & Rubicam Bliss, president of Earle Ludgin & Co., Chi- prosperity to so many people. Nowhere do presided over the "look- ahead" session. cago. George M. Prince, executive vice pres- I see an equal opportunity for a youngster Dr. Ernest Dichter, president of the ident, Charles L. Rumrill Co., Rochester, to stand on his own two feet and carve out Institute for Motivational Research, an- presided at the session. for himself a place in the world without nounced a new method for measuring con- Mr. Webb, exploring the topic of "How climbing on someone else's back or waiting sumer response patterns to tv commercials To Keep Pace With the Changing for the man ahead of him to die." Nature in a speech at the radio-tv creative workshop of Account Management," urged executives James H. S. Ellis, president of Kudner Tuesday afternoon, and some of the "head- not only to maintain "an abiding interest in Agency, told the agency audience that "the aches in producing color commercials" were advertising and be a student of advertising creative challenge to each of you individu- explored by a panel under Jack Sidebotham, but to be creative in your own thinking." ally is to write advertising which makes the art director of Young & Rubicam. Mr. Bliss discussed the assigned question people think you know what you're talk- These "headaches" related primarily to of "How Should Account Management Con- ing about believe what -and you say -and the reproduction values of colors and pre- cern Itself With Profits?" and immediately do do the job in a way that makes interesting cautions to be taken to make sure that they replied: "This is not account management's leading or listening." come through faithfully. The questions were job at all. Account management should con- He said that research and surveys serve put by Steve Frankfurt, Y & R, and Robert centrate single -mindedly on making profits "a very useful purpose," but that "all the Peterson, Dancer -Fitzgerald -Sample, to for the client." He noted that at Earle Lud- surveys and research in the world can't do Charles G. Barkley of CBS-TV and Ed gin the agency has no contract with the your thinking for you." The objective, he Bennett of NBC. clients and can be fired at any time, and asserted, is to write copy that "will get In another feature of the radio -tv work- added that agency would feel justified in dis- people to do what you want them to do, shop, which was headed by Vice President charging an account executive who was lìage 52 December 3, 1956 1170ADCASTING TELECASTING

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" . salute you for the outstanding job you have done in reporting and commenting on (25) significant years." -WILLIAM B. LEWIS, Pres. Kenyon & Eckhardt " .. high esteem in which the entire broadcasting industry holds you and your fine staff ..." -THOMAS F. O'NEIL, Pres. RKO Teleradio Pictures Inc. "You and your associates through BT have over the past 25 years made ont- 26 " ' standing contributions to the radio and television industry ...° -ARTHUR FAIT, Pres. BROADCASTING Grey Adv. Agency TELECASTING "... reminded of the truly marvelous prestige and stature you have attained." -C. TERRENCE CLYNE, Chmn., Plans Review Bd. the businessweekly of McCann.Erickson "... I can't remember when I first radio and television started reading your publication, but I do know that to this day I can't start Monday morning without it. BT is TELLS THE WHOLE STORY not only my recording secretary, but it is where I look for the new trends ON TIME and studied opinions ...^ -ARTHUR HULL HAYES Pres., CBS Radio "May your next 25 years be as worthy and fruitful as your first quarter cen- Executive and Publication Headquarters tury." -BEN DUFFY, Pres. Broadcasting Telecasting Bldg. BBDO 1735 DeSales St., N. W., Washington 6, D. C. Telephone: MEtropolitan 8-1022 ADVERTISERS & AGENCIES handling his clients "with one eye on agency elusions, whatever your plan, test first." & Shenfield, noted that more than 85% of profits." He pointed out it is the duty of Dan E. Shea, vice president and merchan- his agency's billing includes products sold the account executive to make clear to a dising director, Lennen & Newell, delivered through grocery stores, thus underlining the client the precise cost of a campaign and another slide demonstration pointing up importance of DCS&S's "store panel." This the extent of the services to be offered by the merchandising aids on the retail store level. panel was made up in agreement with a agency. William Nevin, vice president of Comp- retail grocery chain that lets the agency Mr. Lesser, who spoke on "How Proper ton Adv.'s marketing department, who also audit certain products and competitive Account Management Can Broaden and In- presided over the sales workshop, stressed products every two weeks for an accurate crease Creative Output," subtitled his talk that the success of agency people will be unit count. With this continuing data on "The Fifth Freedom," which he described as "to such a degree in direct proportion to store traffic on hand, the agency has set up "the psychological freedom -the freedom to how well this critical function" of selling a number of test techniques, covering both think." As a means of attaining "the free- is performed. its clients and competitors, dom to think" on all levels of an advertising William Holden, vice president and ac- Also on the program was David Palmer, agency, Mr. Lesser offered these suggestions: count supervisor, Doherty, Clifford, Steers merchandising chief. Erwin, Wasey & Co. avoid the practice of "foolish consistency," explaining that because a policy has been established and accepted by a client over a period of time does not mean that new ideas THREE WAYS TO SPEND $750,000 cannot improve it; do not nourish the fear ® Agency heads chart theoretical campaigns at AAAA meeting of controversy, because "controlled controversy" is a stimulant to ideas and should not o Plans differ, but broadcasting stressed over all other media be rejected on the basis of fear; avoid the "folklore of time," which dictates that an BROADCASTING is the medium that budget to spot radio and 16% to Sunday idea must be conjured up immediately be- should be used predominantly in a campaign supplements and comics. cause of actual or alleged pressure from the for a product identified only as a "potable," The panelists' unanimous choice of broad- client; stress intelligence rather than experi- according to a conclusion reached by three casting as the prime vehicle of this product ence in hiring employes; learn to use "the panelists during the media buying workshop campaign, under the marketing conditions quiet people" in the agency, who may not be at the AAAA's Tuesday afternoon session. prescribed, was bolstered at the conclusion the dynamic and forceful but who can be active Theme of session was "How to Plan of the talks when Mr. McCaffrey revealed Media contributors in the proper environment. Strategy." that the "potable" product advertiser in weeks Mr. Toigo, who spoke on "How To Build Several before the AAAA meeting, actuality was the Tetley Tea Co. and last An Effective Agency -Client Relationship for James J. McCaffrey, vice president and spring its agency, Ogilvy, Benson & Mather, media director of & decided Greater Productivity," stressed that adver- Ogilvy, Benson Mather, to invest the total $750.000 budget New York. had in spot tising does not suffer from a scarcity of ideas. asked the panelists to pre- radio. pare media plans but said that many of the ideas are not ap- for the unidentified adver- Dr. Deckinger, who was in favor of in- tiser in line with the following information: plicable for a particular product in terms of vesting the entire $750,000 in daytime spot the advertiser's objectives and perspective. the yearly advertis- television in 42 markets in the products dis- He insisted that ideas should have direct ap- ing budget is $750,- tribution area, hedged to the extent that he plication for the advertiser at the time they 000; the product is would place some of the funds in nighttime are required by him, and recounted several distributed east of tv and spot radio if judicious buying in day- the stories of "successful ideas" in certain re- Mississippi in time tv "left some money over." Dr. Deck- gions of the country, which proved to he both the northern inger reported he made his decision after and failures at later dates in other parts of the southern sector considering the marketing information pro- country. and is drunk more vided by Mr. McCaffrey and voiced the be- heavily in the north lief that daytime tv would be effective be- Cooperation With Agencies in the winter and cause ( I ) the "potable" product lends itself in A workshop treating agencies' coopera- the south in the to demonstration (2) the product is bought summer; tion with sales was a feature on the Wednes- it is bought day afternoon agenda. largely by housewives in the mid- P. Townsend Griffin. vice president of MR. PORTER dle - income Benton & Bowles, illustrated, with the aid and lower- income groups: is of slides, how various analyses of a client's consumed more sales figures can aid advertising plans. heavily in the urban areas and among large - He pointed up some case histories: How sized families, particularly those of Anglo- Saxon origins; each a manufacturer's sales figures jumped in the of three competitors has an standout sales areas via a test run at the advertising budget larger than the suggestion of the agency, which had noted "potable," ranging from one -and -one -half to three times that the client's concentration on bringing as much. up sales in low areas had failed, and another Disagree on Use in which the client's sales chart showed no Although all three panelists agreed on peaks and valleys but whose products were broadcasting as the favored approach to this DR. DECKtNGER MR. RICH not getting an equitable share of all regional marketing problem, they disagreed on use by women markets (cure: concentration on markets and degree of use. E. L. Deckinger, vice and appeals to larger families; where the share was weak). president in charge of media strategy, Grey (3) the flexibility of the medium permits In a third case history, he showed how Adv., New York. outlined a campaign utiliz- purchase of time to conform with seasonal the agency found a correlation of distribu- ing daytime television exclusively; Arthur A. sales pattern of the product and enables the tion with share of the market for a cosmetics Porter, vice president and executive media advertiser to buy "strong" in maker, some areas and and in a fourth, Mr. Griffin noted director, J. Walter Thompson Co., New reduce purchases the in others. agency merchandising man found the York. blueprinted a plan strong on radio Dr. Deckinger was echoed answer to a client's advertising problem by network participations, spot radio schedules, by subsequent speakers studying trends of other products (cure: and seasonal radio announcements, supple- in stressing that a $750,000 budget more sales were going to many products mented by limited newspaper usage; Lee M. could create "excitement" only by placing packaged in larger sizes, client did the Rich, vice president and associate media its strength in one medium, considering that same and increased his total sales). director, Benton & Bowles, New York, three other competing companies had larger Asserted Mr. Griffin: "whatever your con - evolved strategy that would allot 84% of the advertising budgets. He noted that he might Page 56 December 3, 1956 BROADCASTING TELECASTING ERON' TV' SF

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Continues from page 56 for "a potable." He felt that the print cam- nouncements per week, Mr. McCaffrey said, paign could bolster the primary broad- at an estimated cost -per- thousand of $.84. not be achieving "dominance" over the com- casting push because newspapers provide In addition to the other considerations petitors who may well be in tv too, but felt "strong coverage" in urban areas and are cited by other pro -radio speakers, Mr. Mc- that with judicious buying of spots, adjacent effective for tie -in promotion contests. Caffrey mentioned that w, magazines and to programs reaching desirable audiences, Mr. Rich's solution to the marketing plan newspapers were ruled out not only because the budget could accomplish its objective of was to utilize 52 weeks of spot radio, con- they were costly but because it was felt that raising the brand's share of market. centrated in the distribution areas of the the "visual appeal" did not constitute a vital Mr. Porter's master -plan encompassed product at a cost of $628,000. He recom- copy element. He said the reasoning was purchase of five 71- minute segments on mended from 15 to 25 spots a week, depend- that tea could be made appealing in copy CBS Radio daytime programs for 52 weeks; ing on the size of the market and its po- by stressing "special blend" and "easy five spots a week on 102 stations in 100 tential sales, scheduled in the early morn- preparation," and the sound of boiling water markets. heavy on Thursday and Friday; 10 ing and noon. He advised placing the re- could be communicated clearly on radio. spots a week on radio during the "season" maining $122,000 in Sunday supplements A summation and critique that challenged (in the North from November to March and newspaper comic pages during the peak the planning of all speakers, including Mr. and in the South from April to September), seasons of the product. McCaffrey's, was presented by Dr. Leo plus insertions in 57 newspapers during the His choice of spot radio, Mr. Rich said, Bogart, director of account research serv- respective "seasons," tied to a premium con- was dictated by the need to appeal to a ices, McCann -Erickson, New York. One of test. Mr. Porter volunteered that he large audience at times of day and in sea- his main criticisms was that the detailed "wheedled" the funds for the newspaper pro- sons when listeners would be most receptive market profile Mr. McCaffrey provided did motion. amounting to an added $150,000. to the sales message. Spot radio's scheduling not affect the basic decision to use spot out of "client" Mr. McCaffrey, pointing out flexibility, he indicated, was most suited to broadcasting. He claimed that all speakers that his broadcasting investments had ac- satisfy these requirements. seemed more concerned with breadth of counted for the original budget. All speakers cited the comparatively low coverage, frequency of impression and cost Mr. Porter's reasoning for the heavy em- budget of $750,000 as a deciding factor in per thousand than with any selective target- phasis in daytime network and spot radio shaping their media strategy. Except for Dr. ing. was that the advertising effort required Deckinger, who selected daytime tv, the Dr. Bogart, examining the reasons that broad coverage of a large area at maximum other panelists and Mr. McCaffrey ruled out led the panelists to select spot broadcasting frequency. and was designed to reach television, magazines and newspapers as "too as the dominant medium, listed the size of expensive." women as a whole and particular types the budget and the regional character of the Mr. McCaffrey revealed (those with large families and of Anglo- that the actual product's distribution as the important con- plan for Tetley Tea Co., as drawn up by Saxon origin). He felt that daytime pro- siderations. He noted that all four plans OB &M, earmarked the entire budget of appeared the grams also would reach women during noon- to be product of judgment by $750.000 in spot radio on 11 stations, sched- the specialists and not formulated "with the time meals or in the early afternoon when uled in 65 major markets in Tetley's dis- aid of a slide rule, magic formula or a rule they could be more responsive to advertising tribution area. Tetley bought 10 to 40 an- book." NEW, BETTER RESEARCH ASKED BY ARF 325 attend second annual session; tripled advertising seen by 1966

A NEED for new and better research in TV Workshop Emphasizes Need noting that from time to time agencies and both television and radio was pointed up by For Commercial Impact Research their clients must rely on such research in advertiser, agency, and media authorities both media planning and decision making. almost in unison as the With more advertising dollars flowing into Advertising Research New tv research projects at their indi- Foundation television. research of necessity must go held its second annual confer- vidual agencies were related by Ben Geda- ence last Thursday in New beyond seeking a measurement of the num- York. lecia, research director of BBDO, New This radio-tv highlight ber of homes reached, and enter-no matter emerged from York, and William Weilbacher, executive separate workshop sessions which were part how timidly at first-the wide and more complex field assistant to the vice president in charge of of an all -day program that included a fore- of tv commercial impact. In was media research and merchandising of cast that advertising in the U. S. may triple brief that the message underscored by a Dancer -Fitzgerald- Sample, New York. itself to a $30 billion annual volume by quartet of leading experts in tv research at Main point of Mr. Gedalecia's talk was 1966; a demonstration of a new printed the television workshop, each of whom talked that BBDO has discovered, via its specialized advertising rating technique that may also of various provocative aspects of the general theme. research project on the "consumption of be applicable to television, and explorations media people ARF's national survey of tv sets in U. -what do with it once re- of the future in broad terms of changing and S. ceived," homes as of August 1956 is slated for that an element of the population, expanding markets. re- which lease this month or in January. uses more than one medium, is in- A capacity crowd of some 325 agency. clined to be a heavier user of each of the advertiser, and Highlights of last week's sessions included: media executives was on media as compared to those people who con- hand for the workshop Disclosure by two agency researchers and general sessions, fine themselves to one or possibly two ad- which were preceded by an ARF subscribers that their individual firms were conducting vertising media. annual meeting independent surveys, experimental in at which Dr. W. H. Wulfeck, nature Mr. Gedalecia hinted that if these findings William Esty was and pointed toward "research of the future." Co., named chairman of are "true" -that is, substantiated in addi- the foundation board and Call on the other officers were ARF by Jay Eliasberg, act- tional studies -the implications for all of ing director elected for the coming year (see separate of research, CBS -TV. that it the advertising field can be far -reaching. consider pooling story page 62). CBS Radio President Arthur its resources to investigate Marshaling these findings, an advertiser Hull Hayes was the area of program chairman for the advertising impact rather than perhaps can then seek out how best to re- conference. audience size. design his advertising, using the qualities of A general session and three simultaneous A warning by an agency executive each medium. workshops - -on radio, on television, and on Bernard (Bud) Sherak, research director He emphasized that the research indicates printed media -occupied the morning proof Kenyon & Eckhardt, New York -that a two -fold function in this element-that is, gram, while the afternoon was devoted to more a "careful and systemic" evaluation be these people are the first to try out new broad "look ahead" theme. made of findings of promotional research, products advertised and act as "demon- Page 60 December 3. 1956 BROADCASTING TELECASTING Now Nielsen proues it

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BROADCASTING TELECASTING December 3, 1956 Page 61 ADVERTISERS & AGENCIES straters" to others, voluntarily inducing ARF Adds 8 Directors; Wulfeck Named Chairman purchases of newly advertised products by "light users" of advertising media. DR. W. H. WULFECK, chairman of the scribers and a plan for more substantial un- For the advertiser, this "two -fold func- executive committee of William Esty Co., derwriting of projects is needed." He said, tion" would suggest that the advertising be was elected chairman of the board of direc- "It has been suggested that it is time to re- prepared to aid this element "in doing their tors of the tripartite Advertising Research study the dues structure and method of 'demonstration' job [of products] better." Foundation last Thursday at the annual nominating directors and propose any nec- business meeting of subscribers, held in New essary changes in the bylaws." BBDO launched its project with an as- York coincident with ARF's second annual sumption that "something was missing" Advertising, Mr. Hart said, appears to be conference. from the description of audience in terms "on the threshold of a great cooperative of a single medium, network, magazine, In the chairmanship Dr. Wulfeck suc- effort which can make it an even more ef- newspaper, etc., he said, and explored the ceeds J. Ward Maurer, advertising vice fective tool." problem of how the individual uses media- president of the Wildroot Co., who con- He said that 120 volunteers from sub- is he a heavy user or a light user? Does tinues on the board of directors. scribers' organizations contribute time and media fill a want? Does it move from one Ben R. Donaldson, institutional advertis- talent through work on ARF committees - person to another? Is there a "consumer of ing director of Ford Motor Co., was named talent that "could not be bought at any media per se? he asked. vice chairman. William A. Hart continues price, even if it were available" -and that The agency's research consisted of depth as president. Edward P. Seymour, vice presi- they do so "not for personal gain or glory, interviewing, asking the respondent what he dent of Crowell -Collier Pub. Co., was re- but ... for the benefit of all who buy and or she "did yesterday." It was found that elected treasurer, and Edward F. Herrick of sell advertising." only a "tiny fraction" of the population does the ARF staff was re- elected secretary. Eight New board members named at the meet- not use any media, but that one out of six new directors were named. ing were David C. Adams, NBC; Rex M. persons using media was in the audiences of President Hart, in his annual report, noted Budd, Campbell Soup Co.; Frederic R. four different media. Another finding re- that the number of subscribers -who in- Gamble, American Assn. of Advertising vealed that 93% of "yesterday's tv audi- clude representatives of advertisers, agencies, Agencies; Andrew Heiskell, Life magazine; ence" did not use tv exclusively. and media -had grown from 203 in 1955 to Walter C. Kurz, Chicago Tribune; Fred B. Mr. Gedalecia said results indicated that 257 this year, and said that "certainly, if Manchee, BBDO; Henry Schachte, Lever the more media an audience member used, ARF is to continue to develop and so be of Bros., and Paul B. West, Assn. of National the greater amount of each of the media was increasing service, a broader base of sub- Advertisers. consumed. (If a one -medium user, for example, consumed one hour with that medium, then a two -media user would con- sume perhaps 11/2 hours of that same cial with the thought that specific kinds of relatively few programs with an expensive medium.) people will view it." technique used (telephone recall interviews In exploring the makeup of the 1 out of Thus, he continued, "we need a measure- carefully tracing movement of individuals 6 audience which consumed at least four ment of the number of people who view into and out of the room while watching a different media, BBDO researchers found our commercials ... a measurement of the program). But, he asserted: them generally to be younger, to be more specific kinds of people reached by our "Our investigations have been broad interested, to be of greater sociability, to commercials so that we can determine enough to give us real cause for concern entertain more, to attend motion pictures whether we are reaching the audience that about media decisions which are based only more frequently, than other media users. we plan and want to reach." on homes reached." And greater -of importance to the adver- Mr. Weilbacher, taking note of "scattered Needed, Mr. Weilbacher said, is an "effi- tiser-to be more venturesome (more likely studies" on the proportion of tuned sets cient method to measure this dimension for to buy more things), more ready to accept attended by one or more people, said: "The all programs," detailing how many people new things or products and likely to talk kind of measurement that we need is not are exposed to commercials for each pro- more about them. of this type.... We are interested in know- gram, "at least by total, and by age and sex," Powerful Minority ing how many and what kind of people we and the degree to which different programs actually reach, not with our programs vary in ability to deliver people to commer- Thus, he noted, there but is an indication with our commercials." cials. that the heavy brunt of advertising reaches Becoming more specific, Mr. He suggested this a group of media users that is smaller in Weilbacher measurement be avail- numbers but inclined to "move the word cited D -F -S research that indicated "wide able once or twice yearly but that "certainly out" and who "will buy new things of the variation among programs in regard to the the measurement must be made if we are number of people to advertiser." Mr. Gedalecia, who earlier in they attract to specific improve our television program purchas- the week presided at a research workshop commercials," citing a finding that of house- ing and base our program evaluation on a of the American Assn. of Adv. Agencies' wives who saw a specific program, 15-40% truly realistic basis." eastern conference (see story, page 46), were not in the same room as the tv set Mr. Weilbacher also explored another noted some similarity in the BBDO approach when the commercial was aired. With un- measurement need, but this he said was with Dr. Paul Lazarsfeld's discussion of derstatement, he added: "This is a critically theoretical, and while important, "is not "opinion leaders" or "influencers." important finding when a specific tv com- now practical" and not likely for "years to Mr. Weilbacher made his point succinctly: mercial can only be of interest or importance come." This measurement would classify "There is a pressing need for a measure- to women." audiences according to their predisposition ment of people who are actually exposed Such findings, he went on, suggest that to buy certain products and products of to specific tv commercials." available program rating data cannot serve competitors. He said this need was over and above as a valid basis for evaluating delivery of Such data, he asserted, would permit such current services provided as the count people to commercials, although they serve greater efficiency of tv advertising through of a homes viewing a program, the number as basis for evaluating the delivery of more accurate frequency of media exposure of homes tuned during the homes to programs. He said: "When we average minute in planning. a program is telecast and information point- measure the delivery of people to commer- ing to where, in a program, home tuning cials, we find wide ranges in program effi- Mr. Eliasberg in his talk pointed up what is relatively high or relatively low. ciency, much wider than cost -per -thousand he called a "simple criterion" that can He emphasized that "homes don't watch computations based on homes reached point the way to a correct decision by, an commercials; people do," and that tv com- would suggest." advertiser who has alternative courses of mercials "are aimed at specific people... . He emphasized that D -F -S' work in this action. The criterion: a correct answer to Presumably, we plan a television commer- area has been experimental and limited to the question, "Which course will produce Page 62 December 3, 1956 BROADCASTING TELECASTING to quote J. B. Fuqua, President, WJBF (tv), Augusta, Ga.,

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the greatest sales per dollar of advertising tedly difficult to answer since the radio re- was issued in 1953 - what has become expenditures ?" ports will not be put into general distribu- known as the "SRA Formula" of projecting This criterion, while seemingly not too tion by Nielsen until this week and therefore "outside" coverage from the coverage data important, takes on significance, he said, have not been studied by advertisers, agen- shown for the station's metropolitan area. In cies, or media. when applied to these media problems: The representatives including Ward which medium should the advertiser spend The problem of determining the extent of - Dorrell of John Blair & Co. and Dan Denen- his money? Should the buy in tv be for a stations' coverage outside their metropolitan holz of Katz Agency that this for- long station lineup or one that is shorter? areas was pointed up repeatedly, but with -noted And in magazines, should they be half pages several station representative executives mula has been used consistently by some or full pages? pointing out that Station Representatives agencies (J. Walter Thompson Co. was men- But assumption of this criterion is only Assn. had worked out -when NCS No. I tioned specifically) and expressed the belief half the job, he emphasized. To apply it, the advertiser should know everything or at least nearly everything about the cost of each action, audience produced by each and the impact of each on the "average member of the audience." He then traced the available knowledge to the advertiser of each of three factors: he knows all that he needs to know about cost; as to tv audience size, he knows enough for practical purposes, but of "impact," there is no "satisfactory measurement." Noting that the tv industry is "plagued by tv ratings from different services which vary substantially for the same program," even a variance of 20% (existing because the services are using different definitions of audience) would be "immaterial because we don't have a satisfactory measurement of impact whichever definition of audience we use. If He suggested ARF undertake the job of research in the area of advertising impact be- WHAT BERT AND HARRY DID FOR PIEL'S cause it could come up with "useful gen- eralizations"; it has access to a pool of cre- SALES of Piel's beer this year through Jersey, eastern Pennsylvania and Dela- ative research brain power; and while agen- November are ahead of the same period ware, although, Mr. Hawkes says, "the cies or advertisers themselves would not a year ago, Thomas P. Hawkes, Piel Bros.' actions, humor and philosophy of Bert finance such a project, they easily would vice president in charge of marketing, and Harry now are laughed at, quoted share the cost via ARF. reported last week. and imitated almost everywhere in the Mr. Sherak noted that Kenyon & Eck - The rise in the firm's sales, according nation." hardt's research department has been making to Mr. Hawkes, reflect from the growing "Sales to consumers in their homes," "systematic evaluations of what we call 'out- popularity of the "Bert and Harry" according to Mr. Hawkes, "are up for side research'." This process has paid off, (Round Bert and Tall, Shy Harry) used eleven months of 1956 in the company's he said, "in guiding our media planners as in Piel's advertisments, primarily radio marketing area. Our packaged sales to which research findings they can use with and tv, since December 1955, and a prize gained in each major market despite their confidence -and which they can reject with contest, backed by the brewery, for a individual differences." confidence." Urging other agencies and ad- "Tropical Island Paradise" in the Ba- Mr. Hawkes also pointed out that the vertisers to follow such a procedure, Mr. hamas. Young & Rubicam, New York, normal seasonal declines in beer sales are Sherak also recommended an "appeal to the is the agency for Piel's. customary and expected in September industry to curb some of the less disciplined "Increased orders from both old and with its cooler temperatures. This year. promotional research activity." new viewers, listeners and readers have however, Piel's, via Bert and Harry, was Mr. Sherak asserted: "I would like to point continued ever since," reported Mr. able to buck the customary decline by out ... there is a vast amount of promo- Hawkes. starting an essay contest for a tropical tional research activity going on today - He disclosed: treasure island. all of it biased to some degree. Some of the After Bert and Harry had appeared Entrants had to write an answer in 25 research is exceptionally good; some of it is for only four months, a research study words or less to Harry's command: "Tell exceptionally bad -and it is by no means was made. The study reflected a tremend- me again how good it'll taste, Bert." obvious which is which." ous change in the over -all "brand image." Bert's "answers" had to be in before the The public's fondness for Bert and Harry close of any one of four weekly periods - Radio Workshop Lays Stress had been translated into a new and vastly Sept. 24, Oct. I, 8 and 15. On Improving Circulation Research improved attitude towards the company's All media, including radio and televi- The radio workshop. thrown open to floor products. The research also revealed a sion spots carrying the Bert and Harry discussion from the outset by moderator widespread belief that Piel's was the larg- remarks, were used for the campaign, Samuel Thrum, media director of Lever est beer advertiser in its market when it which resulted in higher sales during the was Bros., ended in agreement that the ARF actually being outspent by its three slump season. principal competitors. The study also Technical Committee should be asked to "In reflecting on the accomplishments suggest ways to improve radio's quantitative showed an overwhelming vote for the of the past year," concluded Mr. Hawkes, circulation research and also its qualitative "best liked advertising" and a number of "we very research. new "triers" resulting in other brand are well satisfied with achieve- ments to Much of the discussion related to the switches to Piel's. date that can be attributed to forthcoming Nielsen Coverage Service No. Piel's advertising is marketed in Met- the stimulating influence that Bert and 2 reports on radio and how they may be ropolitan New York (its major market), Harry have had on attracting more con- used by advertisers and agencies in deter- western Massachusetts, Connecticut, New sumers to our brand." mining media strategy--a question admit - Page 64 December 3. 1956 BROADCASTING TELECASTING WBKB IS CHICAGO Channel 7 WBKB Chicago. 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At .a 1,%.

A glossy reprint of this pnotograph can be obtained by ...tiling to Public Relations Dept.. Station WBKB, Chicago- Photography: Chicago Architectural Photographing Co.

BROADCASTING TELECASTING December 3, 1956 Page 6S ADVERTISERS & AGENCIES

that it could be used again with NCS No. 2. belief that it can be used to measure the ef- They conceded it was not perfect, but said it fect of television commercials. He said six at least was "the least bad" method known or seven flashes of stills will result in "a for making such projections. The question playback." of the formula will get top priority from SRA when enough NCS No. 2 radio data is Mc -E's Harper Moderates paid circulation available, they asserted. 'Looking Ahead' Windup Session In answer to a question about the possi- A two -hour session on "Research Today bility of A. C. Nielsen Co. expanding its for Tomorrow and Tomorrow's Tomorrow," The surest barometer of read- NSI (Nielsen Station Index) service, George with McCann- Erickson President Marion er acceptance of any publication Blechta of the research firm said some Harper Jr. serving as moderator, wound up changes will be made shortly -that the "NSI the all -day conference. is its paid circulation. Special area" as such, which he agreed shows really "Advertising will be close to a $20 billion people read business and trade "the coverage of nothing," will be discon- industry five years hence and close to a $30 journals for hard news and for tinued and that these studies will concentrate billion industry by 1966" if the dollar vol- ideas -tools of their professions on the station's coverage area and also show ume of advertising in this country continues or trades. They get their en- its metropolitan -area data. at the rate it has set since World War II, Dr. radio elsewhere (mostly When a radio spokesman noted that Dexter Merriam Keezer, vice president and tertainment business currently is at an all -time peak, director of the department of economics of from radio and television). Henry Schachte, advertising vice president of McGraw -Hill Pub. Co., told the group. Ad- Lever Bros., suggested that if the medium vertising currently is estimated at a $10 bil- A immedi- paid subscription is "really prosperous," now should be the lion annual pace. ately establishes a contractual time for a project designed to see -perhaps relationship between the sub- through ARF-just what measurements are MBS Gains, NBC Loses scriber and the publisher. The really needed for radio. In Miles Rescheduling subscriber pays his money be- RAB President Kevin Sweeney interjected that he would concede that more data is cause he needs the publication IN a major reshuffle of its broadcast prop- available for some other media -but not for erties, Miles Labs last week dropped an esti- to keep pace with developments newspapers, which he said are "getting away mated $1 million in net billings for programs in his own business. He is too with murder" insofar as research truly and participations on NBC Radio and busy to read those publications helpful to the advertiser is concerned. bought a series of weekly five -minute shows which do not meet his require- He said RAB would be willing to spend and spots on MBS. The new Mutual con- some money to help on this problem, but ments, even if they come to him tract is effective Jan. 1 and reportedly repre- that RAB's main job was to help sell adver- sents $1.5 million in new billings. gratis. Thus, if reader interest tisers on radio's worth as a medium and that Miles cancelled its 15-year-old News of is not sustained, paid circulation he felt research dealing with "outside" cov- the World with Morgan Beatty across the is promptly affected. erage of specific stations was basically one board, five- minute news segments on the for those stations that have "outside" cir- weekend Monitor and participations in BT for the Jan.-June, 1956 lulation. Bandstand, Woman in My House and Hill- audit period averaged a paid Arthur Hull Hayes, president of CBS top House, all on NBC. weekly circulation of 16,401. Radio, expressed the view that "something In turn, the advertiser purchased 39 This is the largest paid circula- must be wrong" with the concept of basic weekly programs and participations on ratings -that some stations won't accept one tion in the vertical radio -tv field. Mutual, with business placed through the service's measurements while other stations network's midwest office. Miles agency is BT in fact distributes more paid will accept that service but reject others. Geoffrey Wade Adv., Chicago. circulation annually than the He stressed the need for more qualitative, as Wendell B. Campbell, RKO Teleradio combined annual paid of all other distinguished from quantitative, research. Pictures Inc. vice president in charge of vertical magazines in this field. General Session Features Talk national MBS sales, announced the satura- On Ratings for Printed Ads tion type campaign Thursday, calling for BT is a member of the Audit seven -day advertising of Alka -Seltzer, One- Bureau of Circulations -the only At the opening general session of the con- a -Day vitamins, Bactin, Tabcin and Nervine ference, Sherwood Dodge, chairman of paper in our field to enjoy this products. The 52 -week campaign involves ARF's Printed Advertising Rating Methods 29 five -minute privilege. The symbol below is news and commentary pro- Study Committee and vice president and grams and 10 five -minute features, with de- your guarantee of integrity in general manager of Foote, Cone & Belding, tails to be announced later, according to reporting circulation facts to New York, outlined "a promising new ap- Carroll Marts, vice president in charge of buyers of space. proach to rating printed advertising," and Mutual's midwest office, who conducted ne- noted that this approach may have applica- gotiations with Miles. He indicated Queen There is no blue sky or un- tions for television as well. He traced the for a Day, once sponsored by Miles, would verified claims in BT. That is background of the efforts of the PARM be one of the programs. Mr. Campbell said why is the basic promo- Committee in the field of printed advertising newscasters and commentators would be BT rated methods and reported the committee tional medium in the radio-tv selected soon, along with other programs. now has under study a new method of study- News -commentary shows will be aired field, with 25 years of loyal reading "leadership" that "may well revolution- Monday- Friday at 10:35 -40 a.m., 5:45 -50 ership and paid circulation to ize current approaches to this problem." p.m., 8:25 -30 p.m. and 9 -9:05 p.m. (all back it up. Mr. Dodge said the basic principle of the EST). News features will be carried Mon- method is accomplished with a flash of day- Wednesday- Friday at 7:45 -50 p.m.; Sat- light projecting an advertisement briefly urdays at 11:30 -35 a.m., 5 -5:05 p.m. and on a screen by means of a machine, called 9 -9:05 p.m. and Sundays at 1 -1:05 p.m., a "Communiscope." He said the machine 5 -5:05 p.m. and 9 -9:05 p.m. projects the advertisement long enough to Miles' campaign will be supported with establish recognition but not long enough full merchandising activities, Mutual ex- to permit viewers to absorb new ideas. plained, on behalf of dealers and distributors Mr. Dodge said the machine is expected to coincide with start of the series. Miles to have other applications and expressed the has sponsored 101/4 hours of programming Page 66 December 3, 1956 BROADCASTING TELECASTING We're building more homes in growing San Diego!

6,031° actual residential dwelling building permits issued in 1955. That's 423% more than in 1945! 152,200 building permits issued from 1945 to 1955. KFMB TV This makes San Diego the Nation's 19th Market - ALVAREZ BROADCASTING.INC WRATHER- Edward Petry & Co., Inc. bigger than Portland, Seattle, Dallas, Denver and Miami. SANAmericas DIEGOmore market In San Diego, more people are making more, building more and watching Channel 8 more than ever before. °City of San Diego Building Inspection Department Annual Report 1955.

BROADCASTING TELECASTING December 3, 1956 Page 67 ADVERTISERS & AGENCIES

on the Don Lee Network for a number of Pharmaceuticals Drops Shriner, Blaine -Thompson Adv., N. Y., conducting spot radio on WOR and WMGM, years and will retain these properties. No Signs New CBS -TV Quiz Package campaign other Miles properties were involved in the both New York, and WTOP Washington. budget reshuffle, according to spokesmen PHARMACEUTICALS Inc. (Geritol, for the agency, which confirmed the de- Niron, Zarumin, RDX) has dropped the NETWORK NEW BUSINESS current Herb Shriner Show (variety) on cision. Standard Brands Inc., through Ted Bates & CBS -TV in the Tuesday, 9 -9:30 p.m. (EST) Miles retains sponsorship or participations Co., N. Y., has signed 52 -week order with period. The show was withdrawn after in four network tv properties -News Cara- NBC -TV representing $400,000 in gross bill- agreement late Thursday between the spon- van (twice weekly), Tennessee Ernie Show ings for alternate -week Tuesday, 4:15 -4:30 sor, CBS-TV and Mr. Shriner. Differences and Queen for a Day, all on NBC -TV, and segment of Queen for a Day (Mon.-Fri., centered on the future format of the pro- Broken Arrow (alternate weeks, Tuesday, 4 -4:45 p.m. EST). Standard Brands also gram. The network said a new property 9 -9:30 a.m. EST) on ABC -TV plus west sponsors second quarter-hour period of the would be obtained for Mr. Shriner. coast radio shows (including Magazine of Tennessee Ernie Ford Show on Tuesdays the Air) on Don Lee Network, placed by The current show will go off after to- and Fridays. Wade Adv. agency Hollywood. morrow's performance. Victor Borge's spe- Miles' purchase of ABC -TV's Broken cial show will be seen in the 9 -10 p.m. slot A&A PEOPLE next Tuesday. Thereafter, Pharmaceuticals Arrow for alternating weeks (with General Louis W. Bonsib, founder of Bonsib Adv. will sponsor a new Goodson -Todman quiz Electric Co.), effective Dec. 11, was an- Agency, Fort Wayne, Ind., elected chairman package, Nothing But the Truth, in the nounced Monday by James W. Beach, vice of board. John F. Bonsib, firm's vice presi- Shriner time. Edward Kletter Assoc. is president in charge of the network's central dent- treasurer, named president. division. The company is dropping Wednes- agency for Pharmaceuticals, which also day- Friday sponsorship of John Daly's news- sponsors Sunday News Special on CBS -TV, Roger M. Johnson, research department casts on that network this month. I1 -11 :15 p.m. head, Erwin, Wasey & Co., L. A., named vice president in Ford Switches Sponsorship, J & J Expands Tv Advertising charge of media Drops 'Jubilee' Spectaculars JOHNSON & JOHNSON, New Brunswick, and research. N. J., will expand its tv FORD MOTOR Co. (Ford Div.) which for advertising schedule after the first of the year William E. Cham- several months now has been debating by making its initial use of daytime tv network program- bers Jr., formerly whether to continue its once -a -month Ford ming, E. G. Gerbic, vice president- vice - Star Jubilee color spectacular on CBS -TV, merchan- president dising director, announced last week. account last week formally dropped the show. Ford J&J, supervisor, already alternating sponsorship with - Marschalk & Pratt has signed as alternate sponsor (with Max- Wild root Co. on CBS -TV's well House Div., General Foods Corp.) The Adventures of division of Mc- of Robin Hood the Dick Powell-Zane Grey Theatre on the (Monday, 7:30 -8 p.m. EST), Cann- Erickson, ap- will sponsor, on alternate Fridays, the pointed vice presi- same network [AT DEADLINE, Nov. 51. The 10:30 -10:45 a.m. segment Zane Grey sponsorship became effective last of CBS -TV's dent- account super Friday. Garry Moore Show effective Jan. 11. It MR. JOHNSON visor of Foote, will also Inasmuch as the Saturday 9:30 -11 p.m. sponsor the 2:15 -2:30 p.m. seg- Cone & Belding's ment of Our Miss Brooks. N. Y. office. time segment this past weekend had origi- The sponsorship, placed through Young & Rubicam, N. Y., is nally been set aside for Jubilee, CBS-TV had L. for Band -Aids J&J John Hansen, Campbell -Ewald Co., San a half hour open which it filled with a 30- and baby products (powder, lotion, cotton balls, shampoo). Francisco, and Stewart K. Choate, recently minute color "portrait" of Grandma Moses, vice president of Rhoades & Davis, same originally seen last December as part of a Head Elected V.P. of BBDO city, formed their own agency, Hansen- See It Now telecast. The half -hour period Choate Advertising. Address is 20 San RALPH E. HEAD, director of needed filling because Mennen Co.'s High marketing Mateo Drive, San Mateo, Calif. Finance, shown live three out of four weeks, for BBDO, has been elected a vice president, was not scheduled for last Saturday. The it was announced last week by Ben Duffy, Len Hall Jr., vice president, BBDO, trans- other shows remaining in the balance of the President. Mr. Head, who has been with the ferred from Cleveland to New York office 90- minute period were not affected because agency since 1947, last month was made as group creative head for electronic prod- they were on film. marketing director. ucts on Philco Corp. account. Fred I. Sharp Robert Schmelzer succeeds Mr. Head as Jr., account supervisor on Timken Roller Lentheric to Three Agencies account group head on Eagle pencil. Spencer Bearing Co., Hammermill Paper Co., and Meredith Lovell Mfg. Co. accounts, elected vice presi- LENTHERIC DIV. of Helene Curtis In- continues as Eagle pencil's account executive. dent of BBDO in Cleveland. dustries is dividing its estimated $1.2 million account among three agencies following res- Howard Dahms, account executive-creative ignation of the business by Grant Adv. Inc. Mogul Has Record Month director, Advertising Assoc. of Phila. Inc., The company's announcement gives Gordon FIRST "million- dollar month" in the 16- and Rube Blavat, office- production manager, Best Co., Tweed hair spray; Earle Ludgin year history of Emil Mogul Co. has been both elected to firm's board of directors. & Co., Lentheric men's products and Tweed reported by Emil Mogul, president, who Phil Field, vice president, MAC Studios, fragrance, and Weiss & Geller Inc., Tweed revealed that gross billings in October ex- Chicago, to Lew Sanders Adv., same city, shampoo. Earlier it had been reported that ceeded $1 million. Mr. Mogul added that as account executive. Lentheric would assign the entire perfume billings for 1956 are expected to reach the cosmetic account to the Ludgin agency. The $10 million mark, which he described as Leonard B. Faupel, assistant to advertising company was purchased recently from Olin "a new high for the firm." manager, P. Ballantine & Sons, Newark, Mathieson Chemical Corp. N. J., named advertising manager. SPOT NEW BUSINESS Gillette Again For Rose Bowl Kenneth E. Lane, manager of advertising Garrett & Co. (Virginia Dare wine), Brook- GILLETTE Safety Razor Co., Boston, department, Toni Co., Chicago, named di- lyn, N. Y., has placed 4-week pre- Christmas through Maxon Inc., New York, has signed rector of advertising administrative services, radio spot drive over several New Orleans with NBC Radio and NBC -TV for sixth con- succeeding Jack R. Green, who has joined stations. Agency: McManus, John & secutive year sponsorship of the annual Rose J. Walter Thompson Co., same city, as Adams, N. Y. associate Bowl football classic on Jan, 1. The 1957 media director. game matches the U. of Iowa and Oregon Temple Frozen Foods (packaged frozen Malcolm Dewees to Buchanan & Co., S. F., State. Chinese food specialties), Brooklyn, through as radio -tv director. Page 68 December 3, 1956 BROADCASTING TELECASTING ARE YOU HALF -COVERED

- IN NEBRASKA'S OTHER BIG MARKET?

KOLN -TV covers Lincoln -Land - a rich 42- county area, ARB METROPOLITAN 95.5% OF WHICH IS OUTSIDE OMAHA'S GRADE 1956 "B" COVERAGE! AREA COVERAGE STUDY Lincoln PROVES KOLN -TV SUPERIORITY! -Land has over 200,000 families - 125,000 of them unduplicated by any Omaha TV station! Actually, Lincoln - The 1956 ARB Shady of 231 Metropolitan markets in- Land is as independent of Omaha as South Bend is of Fort cluded 6 in LINCOLN -LAND -5 in Nebraska, 1 in Kansas. Wayne or Providence is of Hartford. In these 6 markets, KOLN -TV is viewed - Latest Telepulse credits KOLN -TV with 194.4% more night- most in 6 daytime categories ... in 5 time viewers 138.1% more afternoon out of 6 nighttime categories. than the next station, viewers! KOLN -TV gels an average daytime, "viewed- most" rating of 54.0% as against 15.2% for the next station. Night- Let Avery -Knodel give you the whole story on KOLN -TV, time averages are 59.8% for KOLN -TV, 25.0% for the the Official Basic CBS -ABC Outlet for South Central next station. Enough said? Nebraska and Northern Kansas - "Nebraska's other big market ".

CHANNEL 10 316,000 WATTS 1000 -FT. TOWER

Se e.e 2 t%Ifafi4424 WKZO -TV -GRAND RAPIDS-KALAMAZOO WKZO RADIO - KALAMAZOOSATTLE CREEK WJEF RADIO -GRAND RAPIDS WJEF -FM - GRAND RAPIDS -KALAMAZOO N KOLN -TV - LINCOLN, NEBRASKA KOL -TV Associated with WMBD RADIO - PEORIA, ILLINOIS COVERS LINCOLN -LAND - NEBRASKA'S OTHER BIG MARKET Avery- Knodel, Inc., Exclusive National Representatives

BROADCASTING TELECASTING December 3, 1956 Page 69 TRADE ASSNS.

and Holiday magazines combined. By 9:15 FARM DIRECTORS PLEDGE SELVES a.m. tv's figure is 2.4 million, surpassing Na- tional Geographic, and an hour later it is TO BROADER STATION, SALES ROLE 3.1 million, equal to Time and Newsweek combined. Tv draws ahead of Good House- FARM broadcasters are gaining more recog- Lion managers and farm directors on the pro- keeping at 10:45 a.m. with 3.9 million, nition and stature as an industry trade force posal to employ an executive for the purpose passes Family Circle and draws even with but they should accept greater responsibility of helping run the association. Another group Look at 11 a.m. with 4.1 million, edges for helping station management and adver- will be set up to work with the Federal past McCall's at 11:45 with 4.7 million and tisers achieve sales goals. Civil Defense Administration on its informa- passes Saturday Evening Post and also This challenge was offered to 350 mem- tion program. NATRFD spring meeting for 1957 was set for Washington, D. C. Ladies Home Journal at 12 noon with 5.1 bers of the National Assn. of Television & million. With 5.7 million homes watching Radio Farm Directors at its 13th annual con- Management and agency- representative- at 1:45 p.m., television surpasses Life's 5.6 vention in Chicago Nov. 23 -25 [AT DEAD- station panels on Sunday highlighted closing million, and at 7:45 p.m. reaches the 11 LINE, Nov. 26], held at the Conrad Hilton day activities. Station managers' group in- million mark to exceed Reader's Digest. Hotel concurrent with the International cluded Edgar T. Bell, KWTV (TV) -KOMA The "yardstick," developed by TvB Sales Livestock Exposition and 4 -H Club Con- Oklahoma City; Larry Haeg, WCCO Minne- Development Director George Huntington, gress. apolis; R. B. Hanna, WRGB (TV) -WGY shows the number of homes watching tele- NATRFD delegates were importuned by Schenectady; B. G. Robertson, KTHS Little Rock, Ark., and Norman Kraeft (farm serv- vision on a quarter -hourly basis from 8 a.m. station managers, agency executives and sta- through p.m. A. C. ice supervisor) speaking for Ward L. Quaal, 11:45 Nielsen data for tion representatives alike to reappraise their July- August form the basis for the tv figures, activities in the light of intensified industry vice president and general manager of WGN Inc. (WGN -AM -TV Chicago). while the magazine circulations are the net competition and particular client needs, not paid averages as of Dec. 31, 1955, as shown Participating in the agency- representative- restricted solely to agricultural advertisers. in Standard Rate & Data Service. They also were urged to work more closely station sessions were Frosty Blair, Edward with their own commercial departments and Petry & Co.; Bud Booton, Bruce B. Brewer station representatives. NATRFD also: Agency; Art Kelly, WHAM Rochester; Adams Elected to Head Laid the groundwork for separate radio Dwight Reed, H -R Representatives; Gerald Daytime Broadcasters and tv sales promotion presentations, to be Seaman, Bert Gittins Agency, and George prepared for agency utilization as a means Utley, WFAA Dallas. They discussed ways RICHARD E. ADAMS, WKOX Framing- of dramatizing the farm market potential for farm directors can help to sell. ham, Mass., was elected president of the advertisers and to strengthen one of Makeup of the current farm audience was Daytime Broadcasters Assn. at a two -day NATRFD's "weakest links." reviewed earlier Sunday for NATRFD as- meeting in Chicago last week. Discussed plans for a Farm Broadcast- sociate members by Dr. Forrest Whan, Kan- The DBA also gave its executive commit- ing Day, to be held in conjunction with sas State College, who has conducted radio - tee permission to move "promptly" as needed NARTB Feb. 2 as a means of pointing up tv audience surveys in recent years. He in furtherance of the association's petition contributions of rural programming and scored the notion that farm audiences are for uniform -and -extended operational hours other activities. Resolution was adopted limited to set hours, claiming that at least for daytimers and on the allied clear -channel commending NARTB for promising to help one male adult can be found in every farm case, both pending before the FCC. in establishing the day. household at some hour of the day. Action came during a two -day DBA Elected Jack Timmons, KWKH Shreve- Opening day and Sunday morning were meeting at Chicago's Sheraton Hotel and fol- port, as president devoted to business, with theme of "Ideas lowed the association's request to the Corn- to succeed John Build- Better Programs -More Listeners- mission that it provide ample time for com- McDonald, WSM More Sponsors" running through how-to - ments in any clear -channel proceedings. Nashville; named do-it radio -tv Saturday sessions. Many talks Mr. Adams, the new president, succeeds Wes Seyler, WIBW were presented on film and tape recording. Jack Younts, WEEB Southern Pines, N. C., Topeka, vice presi- Visual improvement of tv programs was dis- who becomes government relations director. dent, and elected cussed by Lester Weinrott, vice president, Ray Livesay, WLBH Mattoon, Ill., was re- Don Tuttle, WGY Kling Film Productions, Chicago. Creativity elected board chairman. Other officers are Schenectady, N. Y., was explored by Herbert True, marketing Alf M. Landon, Topeka, executive vice presi- secretary- treasurer. professor on leave from U. of Notre Dame. dent; Karl Baker, WLDS Jacksonville, Ill., Bob Miller, WLW Dr. A. L. Andrews, advertising manager, vice president; Joe M. Leonard Jr., KGAF Cincinnati, received Dr. Hess & Clark, Ashland. Ohio, citing the Gainesville, Texas, secretary- treasurer (as- the American Farm lack of marketing information on farm tele- suming secretarial duties relinquished by George Volger, KWPC Muscatine, Iowa). MR. TIMMONS Bureau Federation vision as well as farm tv shows. declared 1956 award for dis- "there is practically no such thing as farm The executive committee includes Ben Letson, WCNH tinguished contributions to farm broadcast- television from an advertiser's viewpoint." Quincy, Fla.; Jack P. Han- ing. kins, WELS Kinston, N. C., and Messrs. Heard from NARTB President Harold Livesay, Adams, Younts and Volger. Mr. E. Fellows on "The Road Ahead" for radio - Tv Edges Magazines Letson and Mr. Hankins also become direc- tv farm broadcasting and witnessed presen- By TvB `Yardstick' tors, along with nine other DBA members. tations of the National Safety Council's The board ratified selection of Benedict P. Farm Safety awards [BT, Nov. 26]. A NEW "yardstick" for measuring the "cir- Cottone, Cottone & Scheiner, as Washington counsel for DBA and chose Discussed the possibility of hiring a culation" of television against that of print Chicago for its annual membership meeting parttime or fulltime paid executive and also rivals has been devised by Television Bu- next April 6. a field liaison representative. to work with reau of Advertising. First outlined in TvB's Additional directors elected to the DBA agencies and clients. newest wide-screen presentation [BT, Nov. board are Michael Cuneen, WDLA Walton, N. Y.; J. C. Willis, KVOM Morrillton, Ark.; President Timmons was em- 19], the "yardstick" shows at what hours of NATRFD Hecht S. Lackey, WSON Henderson, Ky.; powered to appoint a three -man executive the day television's audience surpasses those J. P. Scherer, WHFB Benton Harbor, Mich.; committee to study the sales presentation of various magazines, singly and in combi- R. W. Olson, KWOA Worthington, Minn.; members agreed to allocate nation. For example: projects after Ralph Weir Jr., KJCK Junction City, Kan.; budget for both radio and tv. an equal At 8:45 a.m. EST 1.6 million tv homes Frank Quinn, KDEF Albuquerque, N. M.; Mr. Timmons also was authorized to ap- are watching television, or the equivalent of Frank Burke Jr., KPOP Los Angeles, and point another committee to sound out sta- the average net paid circulation of Esquire Dean Nichols, KOMW Omak, Wash. Page 70 December 3, 1956 BROADCASTING TELECASTING i

OUR 112,009th COMMERCIAL...

After telecasting 112,008 commercials, we staged this one involving the staff and management of WNCT. It's our third birthday celebration com- memorating our 18,761st hour of television service to over 177,470* Eastern North Carolina homes. The month of December marks the start of WNCT's fourth year of operation in a field where many still measure experience in months. Each of the folks above is a specialist, skilled in a particular phase of the station's operation. How- ever, all of them have in common the best interests of our advertisers.

FLASH! BIRTHDAY STATISTICS SAMPLES FROM THE NEW NIELSEN STUDY!

A. WNCT covers 42 Eastern North Carolina counties. B. 96% of the TV homes in 18 of these counties report regular weekly viewership of WNCT C. 80% of the TV homes in 16 of these counties report regular doily viewership of WNCT. The Pulse, Inc. showed WNCT first in every minute WNCVel 9 r.M\q5 114.000 v..N. hall time every hour every day. Now A. C. s figures of of Nielseñ . N.,.wll Canyll. 0... emphasize it. EErEE1EMTED NATIONLLY EY MOIIIMDBEIY A. C. Nielsen Coverage Service, NCS No. 2, Spring 1956

BROADCASTING TELECASTING December 3, 1956 Page 'M TRADE ASSNS a year in national advertising, but this drop was more than made RAB President Kevin Sweeney up by our important gains in local billing. We're now doing four -whose business it is to know times the local billing we were doing just after the war. So the -last week told the Radio - overall trend in radio has been up every year. Television Executives Society (2) In 1946 66% of the total dollars invested in radio came in New York why radio from network or national spot. Like outdoor we were basically slipped, and why it's coming a national medium. In 1956 31% of our total dollars will come back. Here, condensed, is what from national business, the other 69% from local and retail he said. sources. While we'll never say about the national advertiser "Who needs 'em?", the bald fact is that if every dollar of national advertising were withdrawn from radio -instead of rolling in radio's direction -there wouldn't be a single radio station HOISTING THE MEDIUM casualty. We have moved into the highly desirable position that DOWN the newspapers enjoy -the retailer will keep us in business. THAT LET ITSELF In 1956 national advertiser spending in radio increased. More important, the attitudes of scores of major advertisers changed. TELEVISION is always assigned the blame or credit for ending Many have told RAB that there will be more money, a bigger (radio's Golden Era] and for dethroning radio with national share of the budget in 1957. A half -dozen important agencies advertisers, but radio itself did more to end the era than any who sang our requiem in 1952 have chorused various versions other outside force. Radio got itself into the mess and radio - of a hymn to our future. after a little preliminary stumbling and ground -pawing -has Why this ne sais quoi -shall I coin a word "re- extricated itself superbly. -je -this emergence"? Radio got itself into the mess through a combination of factors Radio's re- emergence and its exciting progress toward a which, if they had been held by any other industry, we would far larger share of the national as well as the retail advertising have characterized as "gross mismanagement." Such factors as: dollar is based on a simple fact: Radio has more management (1) Putting the bulk of our eggs into too few baskets. An brain power and more management aggressiveness and ingenuity example: It was almost lese majeste to sell radio to any but a now than ever before in its history. handful of national advertisers. A half dozen advertisers had And more is arriving daily. control of all daytime radio. While magazines cannily sold their Hundreds of the best executives radio developed in the wares to more than 1,100 advertisers, we continued to sell ours 1940's voluntarily went to or were dragooned into tv. Subtract nationally to about 30. these from the few hundreds we had at the end of the war and (2) Slavish program imitation. This seems to be a chronic you have the principal cause of radio's stumbling answer to the disease handed down from generation to generation in broadcast- 1952 -53 crisis. Radio declined because it didn't have enough ing because tv now has it in a virulent form. It was exemplified in brain power exclusively its own to meet the new challenges thrust radio by the rash of quizzes which broke out from time to time, in its path by national advertisers' changes in media buying. by the wild efforts to comer the funny man, the fixation among Now radio is "loaded " -hundreds of the best guys in media stations that everyone must listen to news at 11:00 p.m. selling are running radio stations, radio rep outfits and radio net- (3) Premature hardening of the arteries. Item: Such conven- works. It is these guys that have made capital the tions as (a) that regardless of station or network that daytime advantages radio had five years ago but didn't know what to do was worth half as much as evening time, or (b) that adequate with. advertising of a product could be done in 15 seconds were To give you an example -take a town of 500,000 with eight adopted as part of the 10 commandments of radio and no one stations that I could name if I wanted to stop eating. Four could challenge them. For a youthful industry we had some years ago there was one radio station manager in this city pretty set ideas. We had grown wise too soon. who could find his own navel without a road map and this guy (4) Sheer neglect. The fiction that an industry could run was so busy with his tv stations he had forgotten about his without knowing anything about itself, half -staffed along (the radio property. Now, there are four bright guys running radio other half of the executives had run off into tv), parsimoniously stations in this town. When you go up against them it's like operated (and if there ever was a business where money must be playing Oklahoma -one mistake and you're on the short end of a spent to make money, radio was and is it). 54-6 score. Looking from the buyer's point of view, this means (5) Decimal point selling. All recommendations that radio your chances of buying right are increased 100% because you should or shouldn't be bought were made on the basis that 6.1 have some brains on the other end of the teletype. Nobody ever was a larger number than 4.7. lost money betting on brains. Eight years ago radio began to have trouble with the national advertiser and what we did about it was to start a witch hunt. I admit reluctantly that radio management is a long way from We looked for a scapegoat. The audience of our evening periods unadulterated genius. We still have some distinguished cloth - heads in which we had many national dollars was going down and in- in our business, some minds encased in button shoes waiting for stead of doing something about it we cried "foul" -the rating the return of the days when there was a seller's market in nighttime services were shortchanging us. Some of our larger advertisers station breaks, some guys whose concepts of the began investing substantially in television. Our answer was that only way to operate a station is like a cut -rate drug store. we still had the bulk of their budgets and they'd be sorry- But the tide is flowing against them. Almost every week a guy they'd learn that there was no medium that was as good as who knows what he's doing takes over from someone who radio (why it was better than other media we weren't quite sure doesn't. nor did we make a real effort to tell advertisers the reason). It sounds pretty florid, but these guys have the "vision." They So by 1950 and 1951 and 1952 we began to encounter real see what radio can do for the national advertiser. They know trouble with the national advertiser. And no one had done more it is fundamentally superior to either print or tv for most of -or should I say less ? -to get into this fix than radio. Whatever these advertisers. And they are not afraid to hack it, knead it, the reverse of "re-emergence" is was what was happening to us. beat it or saw it into the shape and size that it will be saleable It was then that the painful but fairly rapid job of rebuild- to and sell for national advertisers. ing began. We began to build an industry on a far sounder They are not content with our $270 million slice of the na- basis -a building job that will continue for at least 20 years, 20 tional advertising pie, They'll make it $350 million within the years of successive increases in radio's total volume from both year because they are concentrating on the main business, the national and retail advertisers regardless of the nation's economy. long overdue business of first showing national advertisers why But let me put this whole matter of the national advertiser network will do a better job than magazines, spot will do a better and radio's re- emergence into perspective, by reminding you of job than newspapers, and almost any type of radio that gets the two facts. same loving laying on of hands that tv gets from agencies will out- (1) Between 1949 and 1956 radio dropped about $90 million produce the silver screen dollar for dollar.

Page 72 December 3, 1956 BROADCASTING TELECASTING t`7''P. / 11 M';'_ N a.a.uu..+ +...rM...:.r :t

How well do you know the Boston market

As any native can tell you, there's a H. Chinese Merchants National Bank, for the products it advertises. No one Stuart Street, Boston. lot to be seen in and around Boston. knows the Boston market as WEEI r. Trademark of the Davis Brothers Fish- If you're familiar with the land of eries, Gloucester. does - especially the buying habits the cod, you may recognize quite a J. Three dimensional abstraction, Shop- and brand loyalties of the Boston few of the photographs above. pers' World, Framingham. people. When you have something H.E. B. Rideout, WEEI's weather expert A. WEEI's Priscilla Fortescue interviewing for the past 30 years. to sell to people in that special Bos- singer Julius LaRosa. L. Sculpture on Harvard campus. ton market, call CBS Radio Spot B. Warehouse in New Bedford. Sales or WEEI Radio. C. Old church in Attleboro. Anyone familiar enough with Boston

D. Second Millennium idol at the Boston to recognize its landmarks will also Credits: B, C. F, 1. J- Standard Oil Co.. N. J.: Museum of Fine Arts. recognize this basic truth about the G - Massachusetts Institute of Technology. E. Radiator in Glass Flower Room at Harvard University. Bostonian himself : he's a tough cus- F. Lighthouse and breakwater in East tomer to sell. But once you've won Gloucester, Massachusetts. his trust and his confidence, he's O. Photograph of an electrical discharge, likely to be your customer for life. made at the Massachusetts Institute of WEEI Technology. WEEI has already won that trust TRADE ASSNS.

units [AT DEADLINE, Nov. 26]. MICKELSON SAYS TV MUST AVOID RETMA board also approved a recommendation of the association's set division PROPAGANDA AT CONVENTIONS for establishment of an industrywide (RETMA) educational committee to coordi- CBS vice president panel speaker at SDX meet in Louisville nate the training and vocational activities of its various divisions, sections and commit- Cites danger of election coverage becoming 'spectaculars' tees. Day of all- electronic tabulation forecast by NBC's Taylor With respect to excise tax testimony, RETMA is prepared to offer other suggestions, including one for tape -recorders and IN a 'post mortem panel on 1956 election recorder -playbacks. coverage, Sig Mickelson, CBS vice president The in charge of news and public affairs, told question of whether some units constitute the 47th annual convention of Sigma Delta components or end products also will be raised. Chi, professional journalistic fraternity, in Louisville Thursday that "the greatest thing One of the more controversial subjects that television has to fear is the power of raised at last week's meeting of RETMA's television itself." board and various divisions, sections and While he disclaimed perfect coverage of committees at the Sheraton Hotel (Tuesday the conventions and the elections, Mr. Mick - through Thursday) was that of "counterfeit- elson said tv must exercise vigilance against ing" receiving tubes. Practice by some in- the staging of "tremendous propaganda dividuals of buying tubes, removing manufacturer labels and stamping them with other conventions." The danger, he said, is that MR. MICKELSON MR. TAYLOR they are no longer news events but "spec- brand names is felt by the association to be taculars." costly and illegal, particularly in two or three terviews with Dr. C. T. Moss, concerning major Other panel participants felt that a vastly cities, with manufacturers being ileitis, on June 8, following first news of bilked. better job was done in 1956 than four years President's illness. Messrs. Wolfson and earlier when Democratic candidate Adlai The board also heard a status report from Elbert are students at the U. of Illinois. its frequency allocation committee, headed Stevenson leveled the charge of a "one -party Broadcast was made on WILL Urbana (U. by W. R. G. Baker, General Electric Co., and press." Turner Catledge, managing editor of Illinois station). of the New York Times, who moderated the RETMA president, in connection with activi- panel, commented that the charge itself prob- Television Reporting to P. J. O'Connell, re- ties involving TASO- Television Allocations ably influenced all media in closer and more porter- cameraman, for film- and -script cover- Study Organization. Group was set up at efficient coverage. age of fire that destroyed three business the suggestion of FCC and includes two Also taking part in the panel were David- establishments on main street of Jewell, RETMA representatives. son Taylor, NBC vice president in charge of Iowa. Mr. O'Connell is student at Iowa State public affairs; William L. (Bill) Beale, chief College. Broadcast was done on WOI -TV Ames (owned by Iowa State College). RAB Shows How Radio of the Washington bureau of the Associated Exceeds Press, and Julius Frandsen, news editor of Radio Commentary to Roger Pihl, Jim Car - Daytime Tv the Washington bureau of United Press. rig and Wayne Wille, students at Medill WHO listens and sees what-and when? Dictates of Experience School of Journalism, Northwestern U., for According to Radio Advertising Bureau series of four weekly five -minute programs more families listen to radio than watch tv Mr. Taylor said that while tv reached ma- dealing with problem of grade crossing ac- between 7 a.m. and p.m., and more adults turity in its election coverage, there were S cidents, broadcast on WNMP Evanston (a listen to radio than watch tv between 7 things he would be disposed to handle dif- a.m. commercial station). and 7 p.m. Furthermore, RAB points out ferently next time. He would use less com- that the nighttime radio audience p.m.-12 plicated camera angles, for one thing. He Public Service in Radio Journalism to John (6 midnight) averages twice predicted the day of election tabulation Debrine and Don Segall for "Curbstone as many adults as by does daytime tv (7 all- electronic means. Playground," a radio documentary dealing a.m. -6 p.m.). These statistics are but a few contained Mr. Beale said there had been less with city gangs, combining drama with accom- in a new tual interviews. RAB research report titled "New plaint regarding coverage of this election Messrs. Debrine and Segall Audience than are students at Boston Patterns," based on a Pulse Inc. any in his experience, going back to U.'s School of Pub- analysis 1932. lic Relations and Communications. Program or "profile" of the top 27 markets where tv was broadcast on penetration has passed the 90% The Freedom of Information report, which WBUR (FM) Boston figure. incorporated model statutes on freedom of (owned by Boston U.). The report breaks down sets -in -use as access by all media at all governmental levels between radio and television, shows view- and likewise supported the substance of the RETMA Urges Cutback ing habits (i.e. individually, by group or proposed Moss bill to be introduced next family) on an hourly basis, and presents session by Rep. John E. Moss (D- Calif.), was On Set Excise Taxes data on the cost efficiency of the accepted unanimously by two media. the convention A THREE -POINT program for urging re- Thursday. In the absence What does this report show? Comments of V. E. (Red) duction of certain excise taxes and elimina- Newton, managing editor RAB Vice President and Promotion Direc- of the Tampa tion of others on radio -tv receivers was ap- (Fla.) Tribune (WFLA- AM tor Sherri) Taylor: "... We wanted to see -TV), the report proved by Radio Electronics Television Mfrs. was presented by Jim exactly what effect tv has had Brooks, president of Assn. at its quarterly meeting in Chicago on radio the Chicago professional listening patterns. chapter. last week. (Also see excise tax story, page Radio, we've found, Four Sigma Delta Chi awards for dis- 78.) emerges as a powerful medium that delivers tinguished service in journalism were pre - big, adult audiences through In preparation for its appearance before the 17 -hour sented to college students in recognition of broadcasting day a House Ways and Means Subcommittee this while major tv audiences broadcast newswriting and reporting. The are concentrated within awards, presented Wednesday, RETMA moved to adhere close- a 6 -hour peak of Thursday by Executive nighttime viewing." Counsellor Robert M. White II, editor ly to its previous position on excises. It of Instead of mailing the Mexico (Mo.) Ledger, follow: favored (1) reduction from 10% to 5% on this report to agencies sets and other products, (2) elimination of and advertisers, RAB has asked interested Radio Reporting to Warren Wolfson, for 10% tax on all channel receivers (with uhf) parties to contact local stations, networks script, and Ted Elbert, for beeper phone in- and (3) dropping of same levy on color or station representatives. Page 74 December 3, 1956 BROADCASTING TELECASTING AN OPEN LETTER

November 21, 1956

Mr. Murray Carpenter President and General Manager WTWO Bangor, Maine

My dear Friend and Colleague:

Before time closes the circle on recourse and leaves us only with History's vague prints and contestable notes, come with me, join hands, so that we may meet together the great goddess ARB.

Yes, Dear Warrior, come further and worship with me at the feet of god Pulse, emblem of Purity, and god Trendex, deity of Truth.

'Tis sad, indeed, that in our time the sting of gloves does not bring forth the crackle of pistols at dawn. But, alas, adjust we must and adjust I do.

Even should you desire to resurrect the fallen gods Crosley and Literary Digest, I beseech you to choose your ground, your meeting time, your weapons.

I will be there.

Sincerely yours,

Leon P. Gorman, Jr. Vice President and General Manager WABI -TV Bangor, Maine.

BROADCASTING TELECASTING

December 3, 1956 Pa$e 75 TRADE ASSNS. Disc Jockeys Organize Public Service Council FORMATION of the National Council of Disc Jockeys for Public Service was announced last Monday by Murray Kaufman, WMCA New York personality. According to Mr. Kaufman, elected president of the organization, the NCDJPS is a non -profit membership corporation dedicated to "the building of a stronger young America." Mr. Kaufman pointed out that although the council has a "unique opportunity to reach an estimated 20 million youngsters who listen to and watch radio-tv programs daily," the members of the council "don't want to be do gooders ... preachers, because we'd only lose our rapport with these kids." The group will attempt to utilize the "enormous influence" its members wield on the mass audience by sponsoring local com- NEW president of Arizona Broadcasters Assn., Dick Lewis, KTAR -KVAR (TV) munity affairs (with the council's sanction) Phoenix, is greeted by Lee Little, KTUC Tucson, retiring president, at the ABA and, in general, lending the weight of their meeting. I. to r: Messrs Lewis and Little; Tom Wallace, KTKT Tucson, vice president, names to social programs designed to com- and Howard Loeb, KRIZ Phoenix, secretary- treasurer. bat juvenile delinquency and to other bet- terment drives. The board of governors includes, aside newspaper. He has been active on NARTB Arizona Stations to Pass from Mr. Kaufman, Howard Miller, WIND committees and is a member of the 1957 Sales Tax on to Sponsors Chicago; Al Jarvis, KFWB Hollywood; Bob Convention Committee. Last spring he was Clayton, WHDH Boston; Dick Clark, resolutions chairman at the NARTB Chi- ARIZONA broadcasters are passing on a WFIL-TV Philadelphia; Don McLeod, cago convention. Mr. Hatch is president of 1% state sales tax to sponsor, collecting the WJBK Detroit; Mark Evans WTOP Wash- the Utah Broadcasters Assn. tax at the source for state government, as ington; Art Pallan, KDKA Pittsburgh, result of conference held during a recent and Phil McLean, WERE Cleveland. Or- RETMA Consolidates Arizona Broadcasters Assn. meeting at Tuc- ganizations with which the council will work son. Procedure applies to intrastate networks include the Heart Fund, the Girl and Boy Headquarters Office as well as in case of state business. Dick Lewis, KTAR -KVAR (TV) Phoe- Scouts, Community Chest, and a number HEADQUARTERS of Radio- Electronics- of others. nix, was elected president of ABA at the Tv Mfrs. Assn. will be moved about Feb. 1 meeting, succeeding Lee Little, KTUC Tuc- to 1721 DeSales St. N.W., Washington. son. Other officers are Tom Wallace Sr., Sowell, Hatch Join James D. Secrest, executive vice president, KTKT Tucson, vice president, and Howard NARTB Radio Board said the building will be known as the Loeb, KRIZ Phoenix. New board members RETMA Building. It is a four -story struc- are Mr. Little Arlo Woolery, KSUN Bisbee; TWO new members of the NARTB Radio ture and is now being remodeled. Confer- Gene Spry, KPHO Phoenix, and Homer Board were elected last week in ence facilities will be provided. The building special bal- Lane, KOOL Phoenix. The ABA adopted a loting to fill vacancies. F. C. Sowell, vice is adjacent to the BROADCASTINGTELECAST- resolution calling on NARTB to change its president-general manager of WLAC Nash- ING Bldg., across from the Mayflower Hotel. name back to NAB. ville, was elected director for Dist. 6 (Ark., Currently RETMA is headquartered in La., Miss., Tenn.). He fills a vacancy cre- two Washington buildings, Wyatt and Sher- ated by the death of David Wilson, KPLC aton. The consolidation will effect econo- TvB Renews Rorabaugh Contract Lake Charles, La., winning the election over mies, Mr. Secrest said. The association's INITIAL one -year contract of Television Sam W. Anderson, KFFA Helena, Ark. engineering department, now in New York, Bureau of Advertising with N. C. Rora- George C. Hatch, president of KALL Salt may be moved to Washington later. Mem- baugh Co., which works with bureau on its Lake City and vice president of KUTV (TV), bers will have a chance to visit the new head- quarterly tv spot expenditure reports, is quarters during the association's spring meet- being renewed for five -year period, Nor- ings, March 13 -15. man E. (Pete) Cash, TvB president, announced last week. TvB has issued four NARTB Am Committee Meets such reports covering last quarter of 1955 through third quarter of this year. Report NARTB's Am will Committee meet Thurs- is based on spot activity of 294 stations. day at the Statler Hotel, Washington, with Chairman Grover C. Cobb, KVGB Great Bend, Kan., presiding. Committee members Salant Heads NARTB Committee are George Cory, KUBC Montrose, Colo.; RICHARD S. SALANT, CBS, has been re- Cecil Hoskins, WWNC Asheville, N. C.; appointed chairman of the NARTB Televis- Richard H. Mason, WPTF Raleigh, N. C.; ion Transmission Tariffs Committee for the John Patt, WIR Detroit; Todd Storz, 1956-57 fiscal year. Serving with him are MR. HATCH MR. SOWELL KOWH Omaha; W. H. Summerville, WWL A. James Ebel, KOLN -TV Lincoln, Neb.; New Orleans; C. L. Thomas, KXOK St. Joseph Heffernan, NBC; Frank Marx, ABC; was elected to the 14 Dist. (Mountain States) Louis; Merle H. Tucker, KGAK Gallup, Robert B. McConnell, WISH -TV Indian- post formerly held by Walter E. Wagstaff. N. M.; Owen F. Uridge, WCKR Miami; apolis; Donald H. McGannon, Westinghouse who resigned when he moved from KIDO Jack Younts, WEEB Southern Pines, N. C.; Broadcasting Co.; W. D. Rogers Jr., Boise, Idaho, to KGW-TV Portland, Ore. Charles R. Denny, NBC; Don Durgin, ABC; KDUB -TV Lubbock, Texas; Colin M. Selph, Mr. Sowell has been at WLAC 27 years. Arthur Hull Hayes, CBS; John B. Poor, KEYT (TV) Santa Barbara, Calif., and Lee having previously worked on a Tennessee MBS. B. Wailes, Storer Broadcasting Co. Page 76 December 1956 3, BROADCASTING TELECASTING A$C Radio Board

November 16, 1956

As members of the ABC Radio Affiliates Advisory Board we know that network radio today is unmistakably gaining new strength both with audiences and advertisers. The average network station today outrates the average non- affiliated station consistently across the country, providing better service to the community as well as better ratings. The will o' the wisp of independent station rating superiority has been publicized by a few instances of recent network disaffiliation which we believe were ill advised.

We feel strongly that ABC affiliates today have the greatest opportunity in years to capitalize upon the basic strength and resurgence of network programming service. ABC management has given us concrete evidence of aggressive and dynamic leadership in the areas of programming, news, sales and research, all of which combine to give us a stronger program structure for the benefit of our communities.

As network affiliates who endorse the network concept of broadcasting enthusiastically,we refuse to operate like a juke box.

Si Goldman - WJTN Jamestown, N.Y. J. P. (Pat) Williams - WING Dayton, O. Ben A. Laird - WDUZ Green Bay, Wisc. T. B. Lanford - KRMD Shreveport, La. C. B. Locke - KFDM Beaumont, Texas William Grove - KFBC Cheyenne, Wyo. James Wallace - KPQ Wenatchee, Wash. A. D. (Jess) Willard - WGAC Augusta, Ga. GOVERNMENT usefulness of the 75% of tv frequencies INDUSTRY CALLS FOR AID TO UHF which are in the uhf band. Only in this way can many communities hope to get a local BY LIFTING ALL -CHANNEL SET TAX service or to have a second, third or fourth program service, he explained. Only way to save uhf stations, House committee told On proposals for elimination of tax on all- channel color sets, Sen. Magnuson said Chairman Magnuson says Senate committee backs proposal that while such an action obviously would not stimulate production of all- channel sets NARTB, NBC, CBS and others cite need for tax relief as rapidly as removal of the tax on all all - channel sets, it "would accomplish the same ported last week its evaluation of factory tv INFLUENTIAL voices in the broadcasting result in time as color sets gradually replace a set production for 1955 is industry last week lined up behind pro- $1,071,020,420 black and white receivers." from -which means manufacturer's excise taxes posal to rescue uhf broadcasting its CCT's Mr. English asked rhetorically how 10% federal of 10% of that figure would be $107 million crippled state by eliminating the the uhf set tax problem differs from other on all- channel in revenue to the Treasury from tv set sales. manufacturer's excise tax worthy excise tax relief requests, and an- sets. television Most of the advocates of elimination of swered: "Most importantly in this: the gov- before a House Ways & In testimony the excise tax say the action would give uhf ernment, with its control of allocations, cre- Means subcommittee headed by Rep. Aime its biggest boost by equalizing the prices of ated this problem. The government has a J. (D -R. L), or in statements or Forand the two types of receivers, so that the con- duty to correct the problem. No one else can House unit, they letters submitted to the sumer would buy the all -channel set in pref- do so." voiced convictions that excise tax relief-to erence to the vhf -only set. Although there Another important aspect, he added, is equalize the difference in the costs of vhf - are other technical problems to be solved, that the government by allocating tv channels only and all -channel sets and thus to increase the excise tax relief is the best remedy and dictates to the people signals uhf circulation the strongest possible the kind of tv -is would have an immediate effect on uhf they will receive in move and perhaps the only one possible that different areas and "it broadcasting by encouraging present hard - would seem an if can save uhf. outrage" the people in pressed uhf operators to stay on the air, pro- uhf -only markets were required to pay more Testifying or submitting statements and viding others with incentive to return from letters supporting the tax elimination propos- for their receivers than those in vhf -only their suspended -operation status or to begin markets. "Yet that is al last week were Sen. Warren G. Magnuson the present case," he construction on FCC grants, it was stated. said, and it be (D- Wash.), chairman of the Senate Com- can equalized only by re- Sen. Magnuson submitted a statement urg- moving the excise merce Committee, which held hearings in tax on all- channel sets. the 83d and 84th Congresses on uhf troubles and membership of which is unanimously behind the proposal; John W. English, vice WWLP (TV)'S ALL -CHANNEL INCENTIVE chairman of the Committee for Competitive A UHF STATION -WWLP (TV) Tv and officer and stockholder in WNAO- Spring- dium of television and would aid in pro- field, Raleigh, C., and WSEE (TV) Mass. (ch. 22)-is offering a "full viding the public with "maximum recep- TV N. Erie, year Pa., both uhf stations; NARTB; Frank Stan- of advertising free for their tv prod- tion," Observing, too, that the "basic ton, CBS Inc. president; Joseph V. Heffer- ucts" to the first manufacturer of tv sets problem of receiving uhf" has come from which nan, NBC financial vice president; Assn. of will put out nothing but all- channel the manufacturers who have put out vhf - Maximum Service Telecasters, and others. tv sets for national distribution. only sets, for the most part because of ob- The unusual last The subcommittee, which continues its challenge came week vious economic reasons, Mr. Putnam as- from the sessions this week, opened hearings last Mon- station's general manager, Wil- serted that his was not a "publicity stunt." day on the excise tax structure. Other wit- liam L. Putnam. The "full year of ad- He said that the repeal of the 10% excise nesses are expected to support the proposal vertising" will consist of time representing tax on tv sets is up for discussion once to eliminate the excise tax on all- channel the yearly expenditure the manufacturer again in Congress, and "if the government sets. now has allocated for his advertising in cannot see its way clear to provide equal the Springfield market. tv service to all American tv set owners, Opposition from Treasury Dept. Mr. Putnam noted that an all- channel perhaps we broadcasters can help the The Treasury Dept. has opposed lifting tv set distribution would serve the me- manufacturers provide this service." the tax on grounds it will result in loss of revenue. Although the amount of revenue involved is not known because the Treasury 'ng elimination of the excise tax from all- NARTB, noting it has 317 tv stations and does not break down the tax revenues re- channel tv sets if possible, and "at the very all the tv networks as members, said it is ceived from television receivers, radio sets, least from all- channel color sets." fundamentally opposed to excise tax on radio phonographs and components, the revenue The Washington Democrat, who noted his and tv sets because this taxes the circulation figure is estimated between $75 million and views on elimination of the excise tax on of vital information to the public. $100 million annually. all -channel sets are concurred in unani- While renewing its stand against excise NBC Financial Vice President Heffernan mously by the other members of the Senate taxes on radio and tv receivers, NARTB in testimony last week described the excise Commerce Committee, said it was made said there are "further reasons which justify tax revenue on tv sets now as running around clear in the committee's hearings in 1954 the elimination of the 10% excise tax on $75 million annually. He argued that this loss and January-July 1956 that the 70 uhf chan- all- channel tv receivers." would be largely made up when more uhf nels are "not being successfully incorpo- NARTB said manufacturers have testified stations were established and began making rated into our national television structure," that removal of the excise tax on all-channel money, estimating that if 1,000 of the 1,300 and are falling into disuse. Of 343 uhf tv sets would eliminate the difference in price uhf stations authorized in FCC allocations grants made by the FCC, only about half between vhf -only sets and all -channel sets plan were on the air they could be expected went on the air and only 91 now are oper- and as a result the prospective set buyer un- to yield an additional 50 million dollars a ating, he stated. doubtedly would prefer the set capable of year in corporate income taxes. The Senate group met with manufactur- receiving all channels. The increase in all - Chairman Forand told Mr. Heffernan ers of sets and tuners, but could get no channel receivers would encourage competi- that if the subcommittee could find new agreement among them to make all -channel tion in the tv broadcasting field by allowing "offsetting" revenue "we would be able to go sets because of antitrust complications, Sen. uhf stations to compete more effectively all-out for the proposal." Magnuson continued. with vhf stations. Such an action would not Radio -Electronics -Tv Mfrs. Assn., which The most important benefit in eliminating mean a tax loss since increased income taxes is scheduled to testify this Wednesday, re- the excise tax would be in increasing the from successful uhf stations should more Page 78 December 3, 1956 BROADCASTING TELECASTING i

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BROADCASTING TELECASTING December 3, 1956 Page 79 GOVERNMENT

than offset any slight increase in excise tax the national policy for a television system message over the airwaves urging listeners revenue which might result, the NARTB based on a multiplicity of stations. to always answer their doorbell with a Folger statement pointed out. The AMST statement described the excise coffee can in their hands. If the Folger rep- The CBS president's letter said the com- tax as "in large part responsible for the resentative is the visitor, it is understood, a pany wants to record its vigorous support failure of uhf television to provide the public prize is given. of removal of the excise tax on all -channel service expected of it." sets, both black and white and color, and The present unsatisfactory uhf situation KOB Gets Order to Go believes such a step is basic and necessary is the result of a number of interrelated toward "achieving the sound development problems not yet resolved, but perhaps the Nighttime Directional of uhf television broadcasting." Use of uhf, most serious, AMST said, is the unsatisfac- THE FCC last week ordered KOB Albu- along with vhf, is in turn necessary for full tory quality of the uhf equipment in all- querque, N. M., to go nighttime directional utilization of the tv spectrum and for channel receivers as compared with vhf in order to protect WABC New York, the effectuation of a "wholly free system of equipment. In addition, all -channel re- dominant station on the 770 kc clear chan- nationwide competitive television broad- ceivers are much more expensive than vhf - nel. The order was issued following KOB's casting." only models, with the result that few all - qualified agreement to revise its antenna Dr. Stanton said CBS' view is solely that channel sets are sold and manufacturers transmission pattern two weeks ago [BT, of the broadcaster. It makes no tv receivers have little incentive to improve the quality Nov. 26]. and would derive no tax savings from elim- of uhf receiving equipment when there is a KOB has been operating on 770 kc under ination of the excise tax. Its sole interest, ready market for lower -priced vhf -only sets, temporary authority of the FCC since 1941. he added, is to encourage the wider use and the AMST statement continued. The NBC -affiliated outlet uses 50 kw day- sounder growth of uhf. Conversions to uhf are expensive and time and 25 kw nighttime. The Commis- Noting the price differential between the not very satisfactory technically, sion's action was initiated by a Court of two types the statement (all- channel and vhf-only) has pointed out. Appeals order which told the FCC that it been an important deterrent to growth of must protect Class 1 WABC on 770 kc. uhf. Dr. this Rep. Robert C. Byrd (D -W. Va.) called Stanton said has resulted in a WABC has been fighting to force KOB off lag in sale of all- for removal of the 8% federal excise tax on disappointing channel sets, its frequency for 15 years. with community tv service. He said this "unfair grave consequences to the uhf broad- The Commission's order last week gave caster because he sells and inequitable tax" is being collected from circulation to an ad- KOB 10 days from Nov. 26 to begin taking vertiser. 50,000 tv set owners in West Virginia and more than 500,000 steps to revise its antenna structure and 120 Mr. Heffernan said the FCC has declared in 40 other states. Rep. Byrd said he did days from Nov. 26 for completion of this the development of a nationwide television not believe the community tv service tax is legal. job. The Commission told KOB to let it system to be the national policy and that know within 13 days from Nov. 26 date A statement by the Record Industry Assn. elimination of the excise tax on all -channel what determination it has made on begin- of America asked for elimination of a 10% tv sets will "remove a principal handicap." ning construction of a federal excise tax on records because directional nighttime Noting that the proposal has the unani- radio antenna and tv competition had largely replaced array. The KOB nighttime direc- mous support of the FCC and the Senate tional operation is a temporary measure Commerce Committee, the NBC executive phonograph records as home entertainment, while the record industry itself has turned pending a permanent solution to this clear said it also has the approval of NARTB, channel tangle. Committee for Competitive Tv, Assn. of largely to educational and cultural production. KOB's agreement to institute nighttime di- Maximum Service Telecasters, several edu- rectional operation was predicated on the cational broadcasters and others. Commission's designating a clear channel FCC Defers 6 Coast When the FCC in 1952 authorized 70 Licenses within 30 days for it to operate on as a In Suspected uhf channels to meet the growing problem Folger 'Lottery' Class 1 -B outlet. KOB in 1940 was assigned brought about by the shortage of vhf chan- HARD CORE of a half -dozen west coast as a Class 1 -B station on 1180 kc; it was of- nels, it wes contemplated that hundreds of stations-which have indicated they are ficially moved to 1030 kc in 1941 and then uhf stations would soon go into operation, still carrying the Folger Coffee Co. doorbell to 770 kc temporarily. Mr. Heffernan said. Instead, only 91 uhfs, ringing coffee quiz or have not answered an In the meantime, ABC, owner of WABC, a bare 7% of the 1,300 contemplated under FCC inquiry [BT, Nov. 12] -are still being wrote FCC Chairman George C. McCon- the FCC plan, are in operation today. carried on deferred license renewal in FCC naughey last week that it objects to the Com- Since the price differential between vhf files. All the others of the 34 stations queried mission's solution of the KOB problem - and all- channel sets acted as a deterrent to regarding the program, which the Commis- even on an interim basis. It urged that the development of uhf circulation, most set sion staff suspects is a possible lottery, FCC order KOB back to its regularly li- production continued to be vhf only and have informed the Commission they either censed 1030 kc channel. this limited the growth and success of uhf have not carried the promotion or have stations, Mr. Heffernan continued. ceased carrying it. Their licenses already Three New Radio Stations This disparity in circulation between uhf have been renewed, or will be when their Get FCC Authorization and vhf has increased each year and the terms expire. THE FCC granted construction permits for greater it becomes the greater the handicap In a drastic action the Commission last three new am stations last week. Cities and tv has to overcome if it is to expand in the week rescinded its renewal of the licenses permittees: only area available to it-uhf -the NBC of KHJ -AM -FM Los Angeles and placed the Franklin, N. C. -Macon County Broad- vice president said. renewal applications in the pending file casting Co., 1050 kc, 500 w, daytime. until "resolution" of the Folger Mr. Heffernan said that in the home dis- campaign Equal owners are Graves Taylor, stock- question. The FCC renewed the RKO tricts of two of the House subcommittee's Tele- holder in WJR Detroit; Henry G. Bartol Jr., radio stations' licenses earlier last month. members there are six and five radio sta- 50% owner of WTYN Tryon, N. C., and tions, respectively; yet in neither is there a Meanwhile the Commission was informed John E. Boyd. tv station, although three have been au- that the Folger Coffee Co. and its advertis- Athens, Ohio-Ohio U., 1340 kc, 100 w, thorized in each district. Without tax action, ing agency, Raymond R. Morgan Co., Los unlimited hours, non -commercial educa- the NBC executive said, "we know of no Angeles, desired to convince the FCC that tional. Ohio U. also owns WOUI (FM) realistic basis to hold out encouragement." the quiz show was legitimate and did not Athens. The situation in tv is unique, Mr. Heffer- violate the lottery laws. It asked the Com- Midland, Tex. -Great Western Radio mission not to take any action in this nan said, in that radio stations have been matter Co., 1580 kc, 1 kw, daytime. George Wayne increasing while the growth in number of tv before Dec. 11, when, it is presumed, a jus- Inglis, insurance -real estate interests, and stations "has virtually come to a stop -and tification of the program will be submitted. Elvis Leo Roberts, part owner of movie at a level which falls far short of fulfilling The program involves, it is understood, a theatre, are partners. Page 80 December 3, 1956 BROADCASTING TELECASTING "MIDDLE OF THE NIGHT" starring Edward G. Robinson and Gene Rowlands "A PACKED HOUSE EVERY PERFORMANCE" In theatre lingo, a "tightly- knit" production cre- leads straight to the WICU story, which is: ates many things ... a "sizzling success" ... a around the Erie area (3 states and 2 countries) "long run" or an "SRO boxoffice ". "Middle of The tv commercials consistently reach a "packed Night ", for example. house every performance ". ( Check the score Naturally, this smattering of "legitimate" lingo below.) The reason, of course, is the circle of successful programming that surrounds your messages over WICU. (The only VHF station A LOOK AT THE BOX OFFICE` within 100 miles.) Timebuyers never had it so good! National WICU So, if you're tired of summer stock (or shock!), Eddie Fisher 9.0 44.3 take your sock and buskin over to the WICU Medic 25.6 52.3 stage and trod the professional boards. A note to Truth or Consequences 16.9 52.3 Ben McLaughlin, General Manager or a call to Screen Directors Playhouse 14.7 51.8 Petry, will place a star on your door. Mickey Mouse Club 19.5 33.6 Big Story 24.7 55.8 People Are Funny 22.1 54.3 WICUCHANNEL Ford Theatre 23.8 54.0 12

I Led Three lives 13.8 54.0 An Edward Lamb Enterprise - Ben McLaughlin, General Manager Loretta Young 25.0 54.0 Represented Nationally By

`Telepulse February, 1956 EDWARD PETRY AND CO., INC. New York Chicago Atlanta Detroit San Francisco St. Louis Los Angeles GOVERNMENT -

held the Commission's authority to adopt BMI OPENS BOOKS FOR CONGRESS this type of rule and said the basic purpose was to promote diversified program view- Antitrust subcommittee sees records on CBS, NBC fees points, provide maximum service and pre- Five -year totals show ASCAP got three times as much vent concentration of ownership or power. He held that ownership of a large number BROADCAST Music Inc. received a total of based on record and sheet music sales and of stations gives unfair competitive advan- $8,405,632 in performance fees from CBS disc jockey and juke box performances, con- tages in network affiliations, sale of national and NBC during the years 1951 -55, inclu- tains a higher ratio of BMI-licensed com- spot and purchase of films. Asking rhetor- sive, while the American Society of Com- positions than the Peatman survey. This in- ically if the Commission rule is unreason- posers, Authors & Publishers received $24,- dicates, BMI said, that BMI compositions able, he said Storer misunderstands the basic 792,156 from the two networks over the are played more off the air (on juke boxes, purpose of the rule. He said the rule doesn't same period, BMI reported last week in in- etc.) than on radio or tv. prevent Storer from serving as great a popu- lace as NBC, for example. formation filed with the House Antitrust BMI submitted additional information on Mr. Baker agreed there may be need for a Subcommittee. its 1949 contract with Hill & Range Songs rule beyond the one -to -a -city limit and the Since the organization of BMI in 1939 Inc., in which principals of Hill & Range seven the two networks have paid BMI a total of agreed that three other music publishing -seven -seven maximum. This might cover "in- between $16,534,370 as of last July 31, according to firms owned by the same principals and pub- situations," he said. The argument was BMI, which reported CBS had paid in $8,- lishing ASCAP music would not "engage heard by Circuit in Judges Barrett 520,291 and NBC $8,014,079 from Oct. 1, or perform any exploitation, song plugging E. Prettyman, Wilbur K. Miller and David L. 1939, through July 31, 1956. or similar activities, or any other activities Bazelon. 'BMI, answering a list of questions brought for the purpose of obtaining performances Ralph Renton Succeeds Boese up during testimony last September in the of musical compositions." As Asst. FCC Chief Engineer House`, subcommittee's hearings in New In its report last week, BMI said, "We RALPH J. RENTON, in of the FCC York, also furnished information on BMI contend BMI is entitled to ask the publisher charge Conelrad program since 1951, will succeed stockholders; compared its system of fee col- who receives a substantial guarantee from Boese lections for performances with that of BMI not to divert his energies to plugging William C. ASCAP; pres ted data indicating the pre- of ASCAP tunes." as assistant chief dominance of CAP songs in and out of engineer of the BMI asserted that its financing during its broadcasting 'denied that a controversial Commission in organization period was "not based on BMI contrac ith a music publisher con- any charge of technical guarantees by CBS and NBC." stituted a vig1jon of antitrust laws, adding CBS has research, it was an- told the committee that the network that the diptited document was the only became nounced last week. "contingently liable" in 1940 in the amount such contr=ite! BMI ever made and that it Mr. Boese resigned of $400,000 for BMI purchase of never was enforced, anyway. the E. B. to join Johns Hop- Marks Corp. (music firm) BMI explained that television networks catalogue, but kins U. Applied that the network never was called pay ASCAP a sustaining fee of $12.50 upon to Physics Lab, Silver furnish the money [BT, Nov. 5]. monthly for each affiliate, plus 21/2 % of the Spring Md. [AT network's net receipts from sponsors after DEADLINE, Nov. 26]. deductions, while BMI gets only 1.09% of Court Hears Arguments MR. RENTON such receipts and no sustaining fee. In radio, Mr. Renton joined ASCAP is paid $200 a year sustaining fee On FCC Station Limit the Federal Radio Commission as junior ra- for each affiliate, plus 2.75% of the net- VALIDITY of FCC's rules governing mul- dio inspector in Boston in 1927 and came to work's net receipts after deductions, while tiple ownership was argued last Monday be- Washington in 1941. BMI gets 1.2% of such receipts and no sus- fore the U. S. Court of Appeals, Washington, He served as chief of the equipment and taining fee. by Storer Broadcasting Co. and the Com- project section, assistant chief of the tech- mission. The Storer appeal from the FCC's nical operations section and for three years Stations' Stock in BMI numerical limit on station ownership had was chairman of North American Regional The 73,104 shares of BMI stock are held been remanded to the court by the U. S. Broadcasting Engineering Committee. by 624 stations, BMI said, while BMI music Supreme Court, which had reversed the Ap- is licensed to 3,839 radio and tv stations. pellate Court by upholding the Commission's Balaban Brothers Receive Grant Answering charges made during the hear- right to limit tv holdings [BT, May 28]. For Birmingham, Ala., Ch. 42 ings that BMI songs dominate radio -tv popu- Albert R. Connelly, arguing for Storer, BIRMINGHAM Television Corp., owned larity polls, BMI furnished information, re- contended the FCC's former limit of five tv by Harry and Elmer Balaban, was granted quested by the subcommittee, based on stations (now seven of which at least two ch. 42 in the Alabama city last week by the "Tunes With Greatest Radio -Tv Audience" must be uhf) was arbitrary and capricious, FCC. for a week out of each month for the period not being adequately explained in its order The Balabans, who have midwestern March through August 1956. The popular- promulgating the rule. To support his claim, theatre interests, own 50% of the following ity percentage for the weeks March 17, Mr. Connelly cited multiple ownership cases stations: ch. 20 WICS (TV) Springfield, Ill.; April 21, May 19, June 16, July 21 and where groups with fewer stations than Storer ch. 39 WTVO (TV) Rockford, Ill.; ch. 23 Aug. 18, based on John G. Peatman's copy- actually serve up to four times as many WMCM (TV) Grand Rapids, Mich., and righted Audience Coverage Index appear- people. He showed how other multiple WRIT Milwaukee, and have applications ing in Billboard magazine, for these weeks owners had much higher revenues and pending for a WICS satellite in White Heath, respectively, were: added that under the numerical rule a sta- Ill., and for interest in KFBI Wichita, Kan. Radio: BMI 28.1, ASCAP 71.8; BMI tion in Butte, Mont., holds the same status The Birmingham outlet will operate with 9.6, ASCAP 90.3; BMI 10, ASCAP 90; as one in New York City. 16.6 kw visual power. BMI 23.3, ASCAP 76.6; BMI 13.3, ASCAP Mr. Connelly also objected to a provision M Suspends Use of 'Reflector' 86.6; BMI 27.5, ASCAP 72.4. of the rule by which a 1% stockholding ap- OPERATION of a tv "reflector" at Hollo- Tv: BMI 35.4, ASCAP 64.5; BMI 36.6, plies in multiple ownership cases. He con- man Air Development Center near Alamo- ASCAP, 63.3; BMI 26.6, ASCAP 73.3; tended the FCC actually has had little ex- gordo, N. M., was ordered suspended by Air BMI 31, ASCAP 68.9; BMI 20, ASCAP 80; perience with ownership of five tv stations Force officials last week after they learned BMI 26, ASCAP 73.3. by a interest. single FCC had not approved the installation. The On the other hand, BMI said, Billboard's Warren E. Baker, FCC general counsel, booster had been picking up and rebroad- "Honor Roll of Hits," a list of top tunes reminded that the Supreme Court had up- casting ch. 9 KTSM -TV El Paso, Tex. Page 82 December 3, 1956 BROADCASTING TELECASTING The Timebuyer Asks . . . "DOES KTRK -TV DO MUCH LOCAL PROGRAMMING ?"

A GOOD QUESTION, and one that every smart timebuyer asks about every station he buys. Local programming is a good index to the participation of the station in community affairs, and it becomes a reflection of the confidence and loyalty that the local audience has for the station.

Cunningham & Walsh's Joe Gavin, right, gets the KTRK -TV story from Bob Bryan of the George P. Hollingbery Company.

Year in and year out, KTRK- TV carries nearly as much local live programming as the other two stations combined. Better shows and showmanship dem- onstrate daily a regard and an understanding of the develop- ing needs of the maturing Houston television market.

A top news staff headed by Ray Conaway turns out 6 daytime and 3 nightly newscasts daily -the best news coverage in town. And its like that in every programming category. KTRK -TV offers more live local sports for Dad, more original wholesome local children's shows, more good "family" shows for Mother and all the family. No film series is ever shown without attention to local touch and live production. Add this local strength to ABC's great fall lineup and you find KTRK -TV the family favorite -and the best buy in Houston.

KTRK -TV THE CHRONICLE STATION, CHANNEL 13 P. O. BOX 12, HOUSTON 1, TEXAS -ABC BASIC

HOUSTON CONSOLIDATED TELEVISION COMPANY General Manager, Willard E. Walbridge Commercial Manager, Bill Bennett

NATIONAL REPRESENTATIVES: GEO. P. HOLLINGBERY COMPANY, 500 Fifth Avenue, New York 36, New York

BROADCASTING TELECAS7lNG December 3, 1956 Page 83 GOVERNMENT Deintermix Comments by deleting ch. 3 and assigning it to Provi- EIGHT ASK FCC dence, R. I. This would entail transferring SALE APPROVAL Deadline Maintained ch. 61 Easthampton, Mass., to Hartford and deleting ch. 65 at Meriden, Conn.; Tucson purchase largest FCC's proposals EARLY comments on the (3) request by WMAY -TV, conditional Two others to be filed to detintermix 14 cities -the deadline for to rescind grantee of ch. 2 Springfield, Ill., LEADING the list- moneywise-of appli- which is today (Monday) -included an in Springfield -St. proposed rule- making cations filed last week seeking FCC approval ABC supplement to its July allocations plan which would make Louis, Mo., proceeding to station sales was the $533,000 purchase involving the top 200 markets and a host of In Springfield all uhf by deletion of ch. 2. KDWI -TV Tucson, Ariz., by a petitions by citizens and resolutions by mu- to of ch. 9 so doing, ch. 2 would be reassigned either group of Texans. nicipal and business organizations in favor and St. Louis or Terre Haute, Ind., or both, group, Tucson Tv Co., is of or opposed to projected moves. The purchasing chs. 26 and either 36 or 39 would be as- of (40%), oilman; The Commission, faced with half dozen comprised H. U. Garrett signed to Springfield in addition to present Foster (10 %), who owns 60% of pleas for more time, remained adamant. It Tom E. chs. 20 and educational 66; Tex.; Taylor Milton denied petitions asking for extensions of the KDET Center, (4) by WIRL -TV, conditional grantee of Dyche Jr. (11 %), deadline for another 30 to 45 days. (15%), contractor; W. E. ch. 8 Peoria, Ill., for reconsideration of attorney; Tolbert Foster (10 %), son of Tom Among the comments filed last week was would all rule- making which make Peoria E. and owner of 40% of KDET, and two one from the Wisconsin Committee to Save by deleting uhf. This would be accomplished others. The Fosters also own the East Texas Existing Rural Television Service. Accom- and 31 to present ch. 8 and adding chs. 25 Network, which has affiliations of 11 am panied by petitions containing more than chs. 19 educational 37 and 43; stations. 20,000 signatures, it urged the FCC to re- (5) petition by WMBD Peoria to sever KDWI -TV, an independent outlet, began ch. 3 in Madison, Wis. tain from the deintermixture portion the pro- last May and operates with 58.9 The Commission has proposed to deinter- operation posal to assign ch. 31 to that city, and to in- kw visual radiated power. The station bal- mix various markets by (1) deleting the sole stitute separate rule- making to add that ance sheet, as of Sept. 30, showed total vhf to make a community all uhf; (2) by de- channel to Peoria; assets of $551,373, of which $26,780 was a second vhf not yet operating to make leting (6) request by WTVW (TV), conditional current, and current liabilities of $12,997. a community predominantly uhf, or (3) by grantee of ch. 7 Evansville, Ind., to with- Applications were also filed seeking FCC a vhf channel to make the commu- adding approval to the sales of the following sta- nity predominantly vhf. were outlined last tions: The proposed changes WEBK Tampa, Fla. -from Hillsboro July 2]. They involve: Spring- June [BT, Broadcasting Co. to W. Walter Tison for Ill.-St. Louis, Mo.; Hartford, Conn: field, $134,000 [AT DEADLINE, Nov. 19]. Mr. Providence, R. I.; Peoria, Ill.-Davenport, Tison is former owner of WALT Tampa Moline, Ill.; Norfolk - Iowa, Rock Island- and former 20% -owner of WTVT (TV) Newport News, Va.-New Bern, Portsmouth- there. Daytimer WEBK is on 1300 kc with N. C.; Albany -Schenectady- Troy -Vail Mills, 1 kw. Station balance sheet, as of Sept. 30, La.-Mobile, Ala.; N. Y., New Orleans, showed $70,889 total assets, of which $7,- C.; Madison, Duluth, Charleston, S. 197 current assets, and current liabilities Fla.; Evans- was Minn.-Superior, Wis.; Miami, of $15,257. -Santa Bar- ville, Ind.; Elmira, N. Y.; Fresno WYZE Atlanta, Ga. -from Greater South bara, Calif., and Columbia, S. C. Broadcasting Co. to Atlanta Broadcasting $125,000. Atlanta Broadcasting, ABC's Revisions Offered Co., for mainly comprised of local businessmen, is The ABC, document was an engineering a newly-formed company. WYZE is on exposition of its original proposals, which 1480 kc with 5 kw. The daytime outlet, propose deintermixture in the top 200 mar- which received its construction permit last kets. Basic to the ABC proposal are reduced OPPOSING deletion of ch. 3 from Madi- March, showed total assets, of $78,263, of separations, some transfers of existing vhf son, Wis., petitions containing more than which $18,745 was current; total liabilities operations and deintermixture. 20,000 signatures were presented last of $37,941, and a deficit of $18,878, as Meanwhile added proposals for alloca- week to FCC Chairman George C. Mc- listed in the station balance sheet dated tion changes were submitted to the FCC last Connaughey (1) by Robert Mortensen, Sept. 29, 1956. week by .(1) ch. 16. WNET (TV) Provi- Madison attorney and chairman of the KCKN Kansas City, Kan. -from KCKN dence, R. I.; (2) by KLMR Lamar, Colo., 10 -man volunteer Wisconsin Committee Broadcasting Co. to Cy Blumenthal, Vir- and (3) by State Telecasting Co., Gulfport, to Save Existing Rural Television Service. ginia broadcaster, for $110,000. KCKN is Miss., uhf applicant. The Wisconsin filings were among the first 1320 kc, 250 w. Sale is contingent on FCC WNET suggested other communities in to be submitted to the FCC as comments consent to $2.5 million purchase of Capper Rhode Island to which Hartford's ch. 3 in the 13 proposed deintermixture cities, Publications by Stauffer Publications Inc. might be assigned. KLMR asked that ch. 12 the deadline for which is today (Monday). [BT, Nov. 5]. Mr. Blumenthal owns WARL be assigned to Lamar. State Telecasting Arlington, WCMS Norfolk and WROV urged that the Biloxi. Miss., educational res- draw rule- making which would make Evans- Roanoke, all Va. The KCKN balance sheet, ervation be changed from ch. 44 to ch. 13 ville all uhf by removing educational reser- as of Aug. 31, showed total assets of $54,- (the only vhf in Biloxi) so that the gulf coast vation from ch. 56, giving that city chs. 50, 439, of which $17,034 was current; current area may be all commercial uhf. 56, and 62 for commercial use. Ch. 7 would liabilities of $14,577, and a loss of $65,791 The FCC last week called for comments either be made educational or assigned to for the eight months ending Aug. 31. by Dec. 28 on a proposal by ch. 21 KVAN- Louisville, Ky., as commercial; KARM -AM -FM Fresno, Calif.- George TV Vancouver, Wash., to add ch. 2 there. (7) petition by ch. 3 WISC -TV Madison, Robert Harm is purchasing the 50% inter- It denied: Wis., for withdrawal of rule -making which est of Clyde F. Coombs for $50,000. George (I) a request by WVET-TV Rochester, would make that city all uhf and for evi- Harm is son of Hattie Harm, who owns the N. Y., seeking reconsideration of a pro- dentiary hearing on any proceeding affect- other 50% of the Fresno outlets. KARM posal to make Elmira, N. Y., all uhf by de- ing Madison's ch. 3, and is on 1430 kc with 5 kw. The KARM -AM- leting its ch. 9 and adding ch. 30 to present (8) petition by ch. 22 WWLP (TV) FM balance sheet, as of July 31, showed to- chs. 18 and 24; Springfield, Mass., for reconsideration of tal assets of $340,036, of which $160,108 (2) request by ch. 3 WTIC -TV Hartford, FCC's June 26 Report & Order increasing was current; total liabilities of $147,731, and Conn. (conditional grantee), for reconsid- from 1,000 kw to 5,000 kw maximum au- a deficit of $15,678. eration of proposal to make Hartford all uhf thorized power of uhf stations. WABM Houlton, WAGM -AM -TV Pres- Page 84 December 3, 1956 BROADCASTING TELECASTING fit (K6 aW Me M de ircaYa3rre'

------IN ------I I Going through a pile of old BT's the other day in the anteroom of a timebuyer's I office we were struck by the number of our advertisements they still contained. "This - I is awful," we thought. "Our agency said the advertisements would pull themselves I right out of the magazine. And here they are still in."

IlI Maybe we ought to change our approach. Shall we run a coverage type ad with , a racy picture of a babe type babe? Or a map? Or one with genuine, 14 karat arithmetic which shows that Eastern Iowa has more wherewithal than Burning Tree, Purcell- I I ville, and Lower Slobbovia combined? I How about a picture of our new tower, one of the three highest in the world? That's , always good for high readership (by us).

Or maybe it should be a success story. We could easily find one for Product X, even

if it only proves that you can sell Product X. :

How about a cost comparison with other media? That's always good for clearing , the hall. And it makes the other media mad too (if they happen to read it).

.. Naw. Let's just run another one of those WMT-TV type advertisements which say is I our new tower so high it makes your neck ache to think of it but what the hell people watch programs not towers and boy do we have ratings ** even with the old I Iltower (which we're keeping for stand -by purposes; and airplanes you stay away, hear?). , So tear this advt. out (advt.) and keep it on your desk to impress the Katz man , when he comes around to tell you about industrial Iowa and inquire about your sciatica. III I 'N I IN ------*Mail it to CBS (that's just to get CBS in here someplace on account of that's our fraternity). **More people watch WMT -TV than.

BROADCASTING TELECASTING December 3, 1956 Page 85 GOVERNMENT FILM que Isle, both Me. -830 shares of common and KITO, 371/2 % of KVSM and 25% of Tv Properties Sought stock held by Harry E. Umphrey is being KULA -AM-TV Honolulu; Arthur B. Hogan, purchased for $30,000 by the licensee, owner of KFOX -AM-FM Long Beach, By Columbia Pictures Aroostook Broadcasting Corp. The stock Calif.; 371/2% of KVSM and 25% of COLUMBIA PICTURES Corp. is interested will be retired and Harold D. Glidden, who KULU- AM -TV, and Jack Feldmann, who in purchasing television stations because tv now holds 870 shares of stock, will become owns 50% of KDON and 10% of KVSM. "is part of our business," Abe Schneider, 94.8% owner of the stations. Balance sheet vice president and treasurer of the com- for the stations, as of Aug. 31, showed total Wagner Seeks FCC Approval pany, last week told Columbia's annual 'assets of $255,922, of which $108,779 was On KIBH Sale to Seward Corp. stockholders meeting in New York. current; total liabilities of $51,900, and a WILLIAM J. WAGNER, veteran broad- Mr. Schneider's comment was prompted surplus of $172,002. WABM is 1340 kc, 250 caster, last week filed an application with by a stockholder's question whether the w; WAGM is 1450 kc, 250 w; WAGM -TV the FCC asking it to approve the sale of his company has been seeking to buy radio and is on ch. 8 and operates with 11.5 kw visual KIBH Seward, Alaska, the third such sale television stations. radiated power. of his broadcast properties within the las' Mr. Schneider, who said Columbia's WAIR -AM -FM Winston Salem, N. C.- three months. A fortnight ago [AT DEAD- plans do not include acquisition of radio from Radio Winston -Salem Inc. to Forsythe LINE, Nov. 26], Mr. Wagner filed an appli- stations, pointed out that television stations Broadcasting Co. (John F. Koons III) for cation to dispose of KFRN Fairbanks. The come more directly within the company's $30,000. Mr. Koons since 1949 has been an FCC has already approved the sale by Mr. framework of operations. He indicated that account executive with Midland Adv. Co., Wagner of KFQD Anchorage [BT, Oct. 29]. a tight cash position precluded making pur- Cincinnati. WAIR -AM -FM balance sheet as Mr. Wagner is selling KIBH to Seward chases of television stations at present, but of Sept. 30 showed total assets of $88,948, Broadcasting Corp. for $40,000. KIBH's added that "management is continuing to ex- of which $13,445 was current; total liabili- balance sheet showed total assets of $13,817 plore the situation." ties of $99,428, and a deficit of $22,479. as of Sept. 30. His two previous sales were Mr. Schneider told stockholders that Co- WAIR is on 1340 kc with 250 w. for $80,000 each. Broadcasting is lumbia WRVC (FM) Norfolk, Va. -from Larus Seward is actively in television through its comprised of nine stockholders, each hold- subsidiary, Screen Gems, which produces & Brother Co. (WRVA -AM -TV Richmond, 11.11% A. Va.) to John D. Rogers Jr., attorney, WRVC ing interest. One stockholder, G. and distributes to tv both films produced ex- is stockholder of employes Charles G. Massie Jr. and Hiebert, president and pressly for tv and feature films. He pointed KTVA (TV) Anchorage and KTVF (TV) out Norman C. Willcox and others. Sale price that Columbia has released to television Fairbanks, both Alaska. Mr. Wagner is vice 104 pre -1948 feature films and another pack- is $13,500. Larus & Brother Co. balance president- minority of both out- age of mystery features, and sheet as of Sept. 30 showed total assets of stockholder currently is in an in the applicant the of preparing $10,742,083, of which $8,711,788 was cur- lets), and has interest process another package of feature for He indicated rent assets, and total liabilities of $1,769,026. seeking Mr. Wagner's KFRB. films tv. that Co- is with Roy V. lumbia, from time to time, will make Also sold last week was WJAN Spartan- Mr. Wagner associàted avail- in -Smith Assoc.. N. Y., sta- able to tv other features from its burg, S. C., from Spartanburg Broadcasting Smith Wagner pre-1948 19], library. Co. to John K. L. Peterson for $100,000. tion representative firm [Bel', Nov. Mr. The sale, which was announced by Paul H. which will handle properties sold by Chapman Co., Atlanta, Ga., broker nego- Wagner as well as other stations. Famous Artists Corp., Jaffe tiating the transaction, is subject to FCC Announce Plans for Merger WGMS Stations Revert approval. Mr. Peterson is a Far Hills, N. L, FAMOUS To Former Ownership ARTISTS Corp. and the Jaffe real estate developer. WJAN is a 250 -w Agency, two veteran Hollywood talent and MBS -ABC affiliate and operates on 1400 kc. WGMS -AM -FM Washington has informed literary agencies in the motion picture field, Paul Chapman Co. also announced that the FCC that, in compliance with a court last week announced plans to merge under WFNM DeFuniak Springs, Fla., has been order, ownership of the stations reverted to the name of Famous Artists Assoc. and to sold by Clayton W. Mapoles for $27,200. The Good Music Station Inc. Nov. 26. make "ambitious" expansion into television Purchasing the station, subject to FCC con- The cycle began last July when the FCC with a "top tv industry" executive to be sent, is Gulfport Broadcasting Co., (Mel approved the stations' sale to RKO Teleradio named to head that phase of the combined Wheeler, president of WEAR -TV Pensacola, for $400,000. Minority 16%% stockholder operation. Fla.). WFNM is a 1 -kw daytimer and oper- Lawrence M. C. Smith protested the sale. ates on 1460 kc. The Jaffe Agency will move its personnel He claimed, among other things, that the to enlarged quarters at Famous Artists' pres- stations were sold despite the fact that an- Sale of WSFA Montgomery, Ala., ent offices in the California Bank Bldg., other buyer had offered more than RKO Beverly Hills. Sam Jaffe will Among Transfers Passed by FCC be president Teleradio; that he (Mr. Smith) was not con- and Charles K. Feldman chairman of the $175,000 THE sale of WSFA Montgomery, sulted and that the sale infringed upon his board of the new company. Jack Gordon, Ala., from WKY Television Inc. System to rights as a minority stockholder. presently a Famous Artists stockholder, and Charles W. and Connie I. Holt and Robert Mr. Smith also objected to an employ- Phil Gersh, Jaffe stockholder, become direc- N. Robinson was among those given FCC ment contract offered by RKO Teleradio to tors of Famous Artists Assoc. with Mr. approval last week. The sale does not in- M. Robert Rogers and his wife, who own Gordan named executive vice president and clude the tv affiliate, WSFA -TV. The Holts 42% % of WGMS stock. The FCC last week Mr. Gersh vice president. Other vice presi- control WHSY Hattiesburg, Miss.; WHNY issued an order setting hearing issues and dents of the new agency will be Ben Ben- McComb, Miss., and WHXY Bogalusa, La. placing burden of proof on Mr. Smith. jamin, Mary Baker, Frank I. Davis Jr., Also approved last week was about the In November the FCC scheduled a hear- Ronald Lubin and Harry E. Sokolv. $200,000 sale of KBMI Henderson and ing on Mr. Smith's protest but allowed RKO KSHO -TV Las Vegas, both Nev., by Moritz Teleradio to keep the stations pending out- WGN -TV Chicago Gets Rights Zenoff to Tv Corp. of America (Zugsmith- come of the hearing. Mr. Smith appealed Hogan- Oxarart- Feldmann interests). Comr. and the U. S. Court of Appeals ordered that To Warner Bros. Film Library Bartley dissented, saying he thought the the stations be returned to The Good Music WON -TV Chicago has acquired exclusive reasons given for the transfer were "inade- Station Inc., which was done last week. local tv rights to the Warner Bros. feature quate" for him to find the sale was in the Contacted by BT, Mr. Rogers said that film library [CLOSED CIRCUIT, Nov. 26], ac- public interest. Tv Corp. of America equal the stations' daytime programming, effective cording to a joint announcement Thursday partners are Frank Oxarart, 262 % owner last Saturday, was being somewhat revamped by Ward L. Quaal, WGN Inc. vice presi- of KRKD -AM -FM Los Angeles and KITO to conform more to a good -music operation. dent- general manager, and W. Robert Rich, San Bernardino, 10% of KVSM San Mateo, He said the new Monday- Friday daytime general sales manager of Associated Artists and 50% of KDON Salinas, all Calif.; Al- music programs will be "middle hair" rather Productions, distributing the 700 -title War- bert Zugsmith, 351/2 % of KRKD -AM -FM than "longhair." ner package. The announcement was made Page 86 December 3, 1956 BROADCASTING TELECASTING (Left) JOHN DALY American Broadcasting Company

(Center) DOUGLAS EDWARDS Columbia Broadcasting Company

(Right) CHET HUNTLEY and DAVE BRINKLEY National Broadcasting Company

"We now switch you to...

The cue line from one of these commentators, Bell System technicians are receiving cues from the push of a button and your network audience several networks at once. is on Los the scene in Chicago, Washington, To help them, the Bell System receives op- Angeles ... wherever the news is breaking. The erating instructions from the networks which magic of network a switching gives viewers give all the necessary information on switches. front row look at the drama of current events. This information is sped to 130 Bell System tele- But behind this miracle are the skills of Bell vision operating centers throughout the nation by System and network technicians. These highly private line telephone and teletypewriter systems. of trained craftsmen blend the technical ability This cooperation between network and tele- an engineer with an actor's unerring ear for cues. phone company ... and teamwork along the Bell With split- second precision, push buttons are System lines ... assure the American viewing operated to make connections that switch the public the smoothest programming and the best television scene from one city to another. And television transmission it is possible to provide.

BELL TELEPHONE SYSTEM Providing intercity channels for network radio and television throughout the nation

BROADCASTING TELECASTING December 3, 1956 Page 87 FILM

at a WGN -TV "Hollywood in Chicago" NBC Tv Film Division ceremony held at the Ambassador East Hotel. Expands Sales Force WBKB (TV) Chicago previously had an- APPOINTMENT of three new executives nounced it had obtained 39 first -run United and expansion of its sales force were an- Artists features for use with the 742 -film nounced last week by NBC Television Films RKO package on its Movietime USA, start- Division of California National Productions ing today (Monday). Inc., NBC subsidiary. They are Leonard C. Mr. Quaal said the Warner library teams Warager to manager of sales planning and with 20th Century-Fox and Columbia con- development; John C. Bechtel to adminis- tracts. trative sales manager, succeeding Mr. War - Heavy promotion campaigns are being ager, and Serge Valle, to research supervisor. placed behind the two stations' film packages At the same time, Jake Keever, sales di- and WBBM -TV is planning a campaign for rector for NBC Television Films, announced its Metro -Goldwyn -Mayer film library. that George W. Harper and John A. Thayer have joined the division's central office in Miner Resigns As Producer, Chicago as salesmen, reporting to central Head of Unit Four Productions sales manager Edward A. Montanus. Mr. Warager joined NBC -Films as a syn- WORTHINGTON (TONY) MINER re- dicated tv film salesman in 1951, became signed last week as president of Unit Four regional sales supervisor in 1952, eastern Productions and as executive producer of the sales manager in 1954 and administrative firm's Kaiser Aluminum Hour on NBC-TV sales manager in 1955. Mr. Bechtel joined (alternate Tuesdays, 9:30-10:30 p.m. EST). NBC guest relations in 1949, and after three The packagers -consisting of producers - years in the controller's office, came to NBC directors George Roy Hill, Franklin Schaff- Film Div. in 1953, first as billing supervisor, ner, Fielder Cook and, up to last week, then as manager of revenue services. Mr. Mr. Miner-are under contract to continue Valle joined the film department as a re- the series through this season. No succes- search analyst last year. sor to Mr. Miner's post is being sought for Mr. Harper's previous association was the present. with Libby, McNeill & Libby in its West Mr. Miner continues as a program pro- Indies operation, and Mr. Thayer, former ducer for NBC -TV, with whom he has a sales manager of Gotham Recording Co., MillionsM long -term contract. No official reason was New York, also served as account executive Foridás from el given for Mr. Miner's resignation Unit with the former DuMont tv network. ofVaoation. Four or the program, although consider- s able unhappiness among the sponsor, Kaiser Tv Needs Tailormade Filming, Aluminum & Chemical Corp., its agency, WBC Engineer Tells Meeting Unit Four itself Young & Rubicam, and A RECOMMENDATION was made last because of the choice A big share of Florida's estimated has existed, mainly week at the Westinghouse Broadcasting Co. S million tourists are on their way to of certain properties. second annual film program meeting in New Florida's West Coast to enjoy fun Earlier this season, Unit Four wanted to York that distributors provide stations with of these, and sun this winter. For three years, tackle "controversial themes." One prints of feature films made to tv rather than Florida has led the nation in per- dealing with anti -semitism (John Gals- to theatre specifications. centage of increased traffic volume worthy's play "Loyalties ") and another, This need for upgrading of feature film important -car radios are an addi- dealing with the communist satellite prob- prints to "high broadcasting standards" was more than a of trials), were tion to the quarter lem (the Poland riots and stressed in a talk by Raymond J. Bowley, a million radio homes in the WFLA turned down by Y &R as "unacceptable." director of audio-video engineering for Area! Sales A reported doubt, at the time, of whether WBC. He explained that feature films pro- Unit Four would continue on the Kaiser WFLA delivers this big PLUS duced for the theatre screen have a con- series was resolved after lengthy discussions market - blankets the Tampa -St. trast range of 100:1, whereas home tv re- Petersburg Metropolitan Area and negotiations. ceivers can reproduce a contrast range of (Florida's SECOND and America's 30:1. In a demonstration showing of two 36th Retail Market -and covers Ziv Study Shows Oil Companies 11 counties in Florida's richest in- Increasing Program Sponsorship dustrial- agricultural area! A STUDY released last week by Ziv Tele- So, to reach more radio listeners - visision shows that sponsorship of the firm's more often -in this double barrelled tv filmed series by gasoline and oil com- market of steady year 'round buying panies is on a steady increase. Since 1952, power, supplemented by millions of the number of such companies sponsoring tourist dollars your product -spot Ziv programs has doubled and the number on WFLA! of markets in which the shows are carried (Figures from Survey of Buying Power, May, 1956) has quadrupled, the study reveals. The Tampa Tribune Stations As an indication of the upsurge in activity by oil and gas companies, M. J. Rifkin, vice president in charge of sales, pointed out that Ohio Oil has signed to sponsor Ziv's new Men of Annapolis series in 13 midwestern markets; Lion Oil Co. has expanded its list for a second year of Highway Patrol to nine markets, and Phillips Petroleum National Representatives - JOHN BLAIR D CO Co. has Southeastern Representative broadened its lineup for I Led Three Lives HARRY E. CUMMINGS, Jacksonville, Florida from 23 markets in 1953 to 38 this year. Page 88 December 3, 1956 BROADCASTING TELECASTING prints of the same motion picture-one Actors Guild Accepts pay his 50% share at the rate of two epi- made for theatre and the other for television, sodes per week with all delinquencies to be he commented on the "marked superiority" Reed Settlement Offer paid up not later than Aug. 6, 1957. Resid- in quality and detail in the tv print. BOARD of directors of the Screen Actors uals on additional runs will be kept cur- Mr. Bowley's remarks were made last Guild voted unanimously last week to ap- rent. Thursday at the opening session of the prove a settlement with the Roland Reed Tile Stu Erwin Show, made by R. R. Tv meeting, which continued through Satur- companies whereby actors will be paid more productions and a Hal Roach Jr. company, day. Others speakers were Donald H. than $100,000 in overdue residual payments with 23 episodes in arrears: Official Films McGannon, WBC president, and Mel Gold- on four series of syndicated television shows. will assume all re -run obligations, details of berg, research director. The meeting was The series are My Little Margie, The Stu payment to be approved by the Guild. conducted by Richard M. Pack, WBC vice Erwin Show (also known as Trouble With Space Ranger, made by Roland Reed Pro- president in charge of programming, and Father), Space Ranger and Waterfront. ductions, with 39 episodes in their third William J. Kaland, national program man- Simultaneously with the settlement, the runs and some of them in fifth runs: com- ager. Station program managers and film guild board removed all the Roland Reed mencing Nov. 26 and weekly thereafter, supervisors participating in the morning and companies from the Guild's "unfair list" Reed will pay residuals on a third and fifth afternoon sessions were Herb Cahan and and reinstated their collective bargaining run of one episode each week, with all delin- Ray Hubbard, WBZ-TV Boston; Preston contracts. quencies to be cleaned up not later than Stover and Carl Lawton, KYW -TV Cleve- The entire amount now due the actors Aug. 6, 1957. After third and fifth runs have land; Cal Jones and Dick Dreyfuss, KDKA- will be paid over a period of approximately been paid for, Reed will pay residuals on TV Pittsburgh, and William Dempsey, eight months, commencing immediately. All those episodes in sixth run at the rate of KPIX -TV San Francisco. films involved were produced under the three episodes a week. Guild's 1952 television film contract, which Waterfront, made by Roland Reed Pro- ductions, now in the third run and delin- 'Digest' Sales Total $250,000 provided for residual payments on the third and fourth runs combined, and the fifth quent: commencing Nov. 26, Reed will pay BERNARD L. SCHUBERT Inc., N. Y., and sixth runs separately. Under the Guild's delinquent residuals at the rate of one epi- announced last week that sales totaling 1955 contract, residuals start with the sec- sode per week, with all re -runs from now on $250,000 have been grossed during the past ond run. to be paid as they become due. month on Tv Reader's Digest, the corn- Details of the settlement: My Little Mar- pany's latest half -hour film series. The series gie, made by R. R. Tv Productions Inc. in Am -Par Firms Features Schedule has been sold to 12 stations, according to conjunction with a Hal Roach Jr. company, AM -PAR PICTURES Corp., new motion Bernard L. Schubert, president, who stated with 118 episodes in arrears: Hal Roach Jr. picture production subsidiary of American negotiations are expected to be completed previously reached agreement with the Broadcasting - Paramount Theatres Inc., in other transactions that will bring in an Guild and is now paying his 50% share of [BT, Nov. 19] will make between six and added gross of $350,000 within the next the residuals overdue at the rate of four eight features during 1957, it was announced 20 days. episodes per week. Roland Reed agrees to last week by President Irving H. Levin.

One reason is because Toledo's the home of Willys Motors. What is Willys Motors, you ask? Manufacturers of the world famous Willys Jeep, renowned for its exploits in peace and war, a modern workhorse for farm and industry. To sell your product in this rich Toledo market, you need a modern salesman who will work for you. Your answer is WSPD -TV, with maximum 316,000 watt power, for the only complete saturation of Northwestern Ohio's 23 county billion dollar market. Call Katz!

S T O R E R S T A T I O N D!.-TV T O L E D O, O H I O

BROADCASTING TELECASTING December 3, 1956 Page 89 FILM

Tv's 'Ranch Party,' 'Showboat' Television Programs of America, N. Y., to To Be Filmed by Screen Gems launch The New Adventures of Charlie Chan, half -hour tv film series with J. Carrol TWO independent producers have signed Nash in title role. to film new television series at Screen Gems Inc., Hollywood, television subsidiary of Desilu Productions, Hollywood, signed by Columbia Pictures Corp. Procter & Gamble and General Foods to Filming was to start last week on 39 film 13 new episodes of Those Whiting Girls half -hour Western Ranch Party shows, to to be used either as summer replacement for be produced by the Ranch Party Co., headed 1 Love Lucy on CBS-TV in 1957 or as new by President Mitchell J. Hamilburg and series in fall. Margaret and Barbara Whiting Executive Producer William Wagnon Jr. star. The western musical variety show will fea- FILM RANDOM SHOTS ture Tex Ritter .as host and Jay Stewart as master -of- ceremonies, plus two guest stars Guild Films Co., N. Y., announced acqui- each week. sition of rights to Kingdom of the Sea, Calhoun -Orsatti Enterprises, headed by half -hour series, said to be first underwater film star Rory Calhoun and Victor Orsatti, program produced in color for television. through Briskin Production, will begin film- Series is produced by Emperor Productions. ing 39 episodes of Here Comes the Show- Broadcast Information Bureau, N. Y., has boat at Screen Gems Dec. 10. The deal issued latest edition of its Tv Film Program also permits Calhoun -Orsatti to produce Directory, listing various types of filmed additional programs for Screen Gems and programming available to television. feature -length motion pictures for Colum- bia. Mr. Calhoun will star in the series and Mel Gold Productions, N. Y., has expanded Mr. Orsatti and Lou Breslow will alternate headquarter facilities, acquiring entire third as producers. Also featured will be Alan floor of Capitol Bldg. at 1639 Broadway, Case of Broadway's Damn Yankees. N. Y.

Douglas Film Suit to Trial Sterling Television Co., N. Y., opened new offices at 43 W. 61st St., to house its ship- ACTOR Kirk Douglas came out on top last ping, receiving and accounting departments. week in the first legal skirmish of his $415,- Sales and executive offices remain at 205 E. 000 suit against Walt Disney Productions for 43d St. unauthorized use on ABC -TV of personal films taken by Walt Disney at his home Vogue -Wright Studios, Chicago, to discon- FREQUENCY showing the actor and his family. They were tinue its film operations by year's end to concentrate There are all kinds. In Los Angeles shown on the Disneyland series last spring. on art and photography activities. television, and especially on KTTV. Los Angeles Superior Court Judge Leon T. Organization plans to honor present orders daytime frequency is all the rage. David refused to strike the suit as requested before ceasing film work. and little wonder: by Disney and said public figures not only A new specialty product, have certain rights of privacy but also have FILM PEOPLE advertised only on KTTV, has rights of property in the commercial use of Charles D. Reeves, account executive, CBS - gone from a standing their names in publicity. The case now goes start to TV film sales, will join Screen Gems, N. Y., an output of one million units to trial. on Dec. 1 as national a day within six weeks. account executive. This kind of sales results isn't hard Anderson to New CNP Position H. Richard Hertel, editorial supervisor, to believe if you know the selling Kling Film Enterprises Inc., Chicago, ap- ROBERT A. dynasty of KTTV personalities. ANDERSON, former business pointed production manager. Carl Nelson affairs director, California National Pro- This million -a -day manufacturer named editorial supervisor. relied almost entirely on two of them ductions Inc., has been named to a new -Norma Gilchrist and Steve Martin post, director of business and administra- Elaine Laron, former producer, DuMont - both seen in the daytime.' tion, it was announced last week by Robert Television Network, to Screen Gems Inc., D. vice If many times a week you apply the Levitt, president and general man- N. Y. as publicity representative. selling ager of the NBC subsidiary. Mr. Anderson pressure of KTTV's daytime Ronald Leif, personalities to the great multi- will administer both business and operating supervisor of research for MCA -TV Film tudes they reach, you just almost divisions of California National. Syndication Division pro- won't believe what will happen.Try it. moted to division's N. Y. sales staff. Mike Meyers, FILM SALES television research and rating an- KTTV alysist, joins MCA -TV's research depart- Interstate Television Corp., Los Angeles Times -MGM N. Y., an- ment. nounces the following sales: Action Adven Television ture series and Jimmy Wakely to WHP -TV Represented nationally by BLAIR -TV Harrisburg, Pa.; Public Defender to WLOS- NEWSY J TV Asheville, N. C.; WBRC -TV Birming- Daytime TV in L.A Is phenomenal - NEIGHBORHOOD 1956 Pulse shows sets -in -use at an all. ham; WBTW (TV) Florence, S. C.; KLAS- In Port Huron let WHLS the com- time October high at 17.7, 14% above TV Las Vegas; WMCT (TV) Memphis; munity- minded station -featuring 4 a year ago and 26% higher than New WJMR -TV New Orleans; KROC -TV York Sets -in -Use. full time newsmen- deliver your Rochester, Minn., and KTVH (TV) Wichita. message between newsbreaks.

FILM PRODUCTION Screen Gems Inc., N. Y., to begin production on Johnny Wildlife, its first all -color WHLSWhere local "know -how" delivers the local touch. series. Also reports Briskin- Sauber Produc- PORT HURON, MICHIGAN tions, Hollywood, has begun shooting on Represented Nationally by Gill -Perna Shore Leave, a new half -hour series. For De1rolt Michigan Spot Soles

Page 90 December 3, 1956 BROADCASTING 'FL:LSGASTING MIACOgiaqaaV 57

A NEW AND INSPIRATIONAL TELEVISION SERIES

A PUBLIC SERVICE PROGRAM FOR RELEASE THROUGHOUT THE UNITED STATES AND CANADA

FOR INFORMATION, WRITE TO: THE SALVATION ARMY United States - 120 West 14th St., New York Canada - 20 Albert Street, Toronto, Ontario

BROADCASTING TELECASTING December 3, 1956 Page 91 STATIONS `FOUR OR FIVE' BIDS RECEIVED BY BITNER Follow demise of C -C buy No definite offers firmed THE FUTURE of Consolidated Television & Radio Broadcasters Inc. properties -radio and television in Indianapolis, Minneapolis and Grand Rapids, and radio only in Flint, Mich. -became the object of spirited consideration among broadcast entities last week, following the collapse of the highly touted Crowell -Collier $16 million purchase [BT, Nov. 26]. APPOINTMENT of Peters, Griffin, Among those understood to have entered Woodward Inc. as national sales repre- more or less formal bids for the seven Con- sentatives of WJIM -AM -TV Lansing, solidated stations are Time Inc., RKO Tele- effective today (Dec. 3), was an- radio Pictures Inc., Meredith Publishing Co. nounced last week. Signing representa- and Harold Gross (WJIM -AM -TV Lansing, tion contract here is Harold F. Gross, STEAMING Mich.). president of the stations, while H. Pres- But, reported Harry M. Bitner Sr., Con- ton Peters, president of PGW (1), and solidated chairman, "no action was taken" W. W. Bryan, Detroit vice president of regarding the disposition of the properties the representation firm, look on. r1HE.D! at the first Consolidated board meeting since the Crowell -Collier demise, held last week Robert Palmer of Reynolds & Co., invest- Since the sternwheelers first in Princeton, N. J., the home of the senior ment firm. opened our Ohio River Valley to Mr. Bitner. He did not confirm or deny that The Crowell -Collier purchase of the Con- large -scale trade, this region has sale of the stations was discussed at the solidated properties foundered on the tight constantly steamed ahead to board meeting. He admitted that "four or money market. It was called off two weeks greater industrial records. five" people had expressed an interest, but ago when the publishing firm declined to "guessed" that no decision will be made for pay the cost required to secure Today, its array of manufactur- $6 million about a month. in financing from Elliot Janeway and asso- is the most vast in America ing The next regular meeting of the Consoli- ciates. It had arranged for all but that sum ... a solid head -of -steam typified dated board is in February. The possibility when it filed the transfer application with by our own doorstep counties of that a special meeting may be called before the FCC last October. Crowell-Collier now Cabell and Kanawha (the Hunt- that date was not discounted. owns KFWB Los Angeles, which it bought ington- Charleston area) where for $2.5 million from Harry Maizlish earlier - Time Inc. Reported Interested say preliminary reports of the this year. is interested in new U. S. Census of Manufac- Time Inc. reportedly a $16 tures the value of industry million package purchase. Since it Big 10 Basketball Starts - already has an interest in three vhf television Dec. 15 alone is up 55% since 1947, outlets, under FCC ownership rules Time on 35 Tv Stations currently over one billion dollars! Inc. would have to dispose of one vhf sta- SCHEDULE of 13 Big 10 Conference and This is only part of what you can tion if the purchase were made. A Time Inc. intersectional basketball telecasts on ap- command with WSAZ -TV. Sur- group, including Wesley Pullen, Time Inc. proximately 35 midwest stations in eight rounding our near- quarter -mile- executive, and Wayne Coy, former FCC states, with Standard Oil Co. (of Indiana) high tower lies America's 23rd chairman and 50% owner of KOB -AM -TV as cosponsor, will start Dec. 15, Sports television market four states Albuquerque, N. M. (Time Inc. owns the Network Inc., New York, reported last - week. wide, lour billion dollars deep in other 50 %), visited the Indianapolis and Sports Network obtained the rights to Grand Rapids installations last week. the games and Standard has purchased the buying potential. You leave .a Meredith is said to be interested in the first -half on all outlets. Agency is D'Arcy smart wake when you sail aboard Minneapolis properties for $3.5 million. Adv. Co., Chicago [AT DEADLINE, Oct. 22]. WSAZ -TV. Any Katz office can The Bitners bought WTCN -AM -TV Minne- In Chicago, WBKB (TV) will carry the make out a profitable bill of lad- apolis last year for $1.8 million. It was re- games, with Household Finance Corp. ing for you. ported that Payson Hall, Meredith radio -tv (through Needham, Louis & Brorby Inc.) executive, received network assurance that buying the second half, which is being of- ABC affiliation would remain if Meredith fered for co-op sale to advertisers in indivi- secured ownership of the Minneapolis sta- dual markets. tions. RKO Teleradio, it is believed, has its eye on WFBM -AM-TV Indianapolis for $7 million. Since it, too, now has the limit of in five vhf outlets, it would have to dispose of one of these in order to acquire the Indian- NEW ORLEANS apolis stations. the HUNTINGTON- CHARLESTON, W. VA. It was indicated that Mr. Gross would ..0. ,TzTWOmc like to acquire WOOD -AM -TV Grand a Negro Radio Buy Affiliated with Radio Stations Rapids, and possibly WFDF Flint., for be- WSAZ, Huntington ó WGKV, Charleston IS LAWRENCE H. ROGERS, PRESIDENT tween $5.5 million and $6 million. Represented by The Katz Agency Among others who have indicated an interest is John Pool, Detroit tax attorney WBa (who has represented Storer Broadcasting Co. in tax matters). Any transactions will be handled by Page 92 December 3, 1956 BROADCASTING TELECASTING Dore Schary, Head of MG -M Studios, tells hogs "I send Liz Taylor home every night!"

"'Raintree County' is colossal in every respect - including With Air Express picking up the cans of film, flying its problems! Shooting schedules have to be kept. Release them out immediately, meeting them by radio -controlled dates have to be met. Over $5,000,000 is at stake! truck for faster delivery - this major problem was solved "Yet, each night we have to send Elizabeth Taylor's without a single delay! 'rushes' - and all the others, too - from location in Ken- And yet, most of our shipments cost less than any other tucky back to Hollywood for processing. Then, re -take if air service. 15 lbs., for instance, Lexington, Kentucky, to necessary - or go ahead. Los Angeles, California, is $10.91. It's the lowest- priced "We never slipped off schedule - thanks to Air Express! complete air service by $1.09!"

A %/' .%) / 'f' .S .S' >o GETS TMERE FrRSr via U.S. SchedutedAirlirte CALL A/R EXPRESS ... dials ion of RAILWAY EXPRESS AGENCY

BROADCASTING TELECASTING December 3, 1956 Page 93 STATIONS CBS -TV SPOT SALES RISE 21 c( . THIS YEAR Manager meet told of gain Summer sales push cited TOTAL BILLINGS this year of CBS Tele- vision Spot Sales have shown a 21% increase over 1955, it was reported last week by John A. Schneider, general manager. Mr. Schneider spoke at the opening of the third annual general managers' meeting held last week at the Savoy -Plaza Hotel in New York. An earlier meeting in the week was held Monday and Tuesday by management of the CBS-TV owned -and -operated stations at the same hotel. He noted that the increase was substantially higher than the 12 to 15% predicted at the general managers meeting last year. Mr. Schneider said that tv was primarily CRAIG LAWRENCE (c), vice president in charge of CBS -owned television stations, wel- responsible for the growth in the variety of comes Harvey J. Struthers, general manager of WHCT (TV), the new CBS -owned tele- items now available to the consumer, that it vision station in Hartford, Conn., to his first CBS management meeting, held last week has created a demand for the 52% of all in New York. L to r: Gene Wilkey, CBS -TV executive in St. Louis; Mr. Struthers; Mr. packaged products on the drug and grocery Lawrence; Jack Schneider, general manager of CBS Television Spot Sales, and Clark shelves which did not exist six years ago. He George, general manager of KNXT (TV) Los Angeles. pointed out that nearly 70% of the dollar volume of these stores was accounted for by Russy, sales manager, WCAU Philadelphia; Shor Wins First Court Round the new products. He noted also that two Stanton P. Kettler, vice president of Storer In $1.1 Million Libel Suit categories vital to the existence of spot ad- Broadcasting Co., Miami Beach, Fla., and vertising - food and home goods - have E. K. Hartenbower, general manager, A NEW YORK Supreme Court justice ruled boomed in dollar sales far exceeding govern- KCMO Kansas City, Mo. Thursday that a libel suit, rather than one ment economists' predictions made back in Seventeen stations were represented at the for slander, can be prosecuted against an 1953. Quality stockholders meeting. They were alleged slanderous remark made on televi- While predicting a continuing growth next WOR New York, WCAU Philadelphia, sion. The case in question involves New year for tv spot, Mr. Schneider felt the in- WHO Des Moines, WWL New Orleans, York restaurant owners Toots Shor and crease would be slightly less than the per- WGBS Miami, WLW Sherman Billingsley. centage rise enjoyed this year. Cincinnati, KVOO Tulsa, WSM Nashville, Mr. Shor sued Mr. Billingsley for $1,100; He emphasized that spot sales would espe- WBAP Fort Worth, WSB Atlanta, WOW 000 damages as a result of a May 8 telecast daily emphasize sales for the summer Omaha, KOB Albuquerque, KIRO Seattle, in which Mr. Billingsley allegedly said of months, a topic which came under discussion KCMO Kansas City, KSL Salt Lake City Mr. Shor: "I wish I had as much money as along with promotion for major feature film and WON Chicago. he owes." packages. These subjects and also a review Counsel for Mr. Billingsley argued that KGVO -TV Changed to KMSO of public affairs programming made up the -TV; application of libel laws to broadcasting or major portion the of sessions. Station Moves Into New Studios tv, in which no script is used, is a matter for CBS-TV retiring President J. L. Van Volk - COINCIDENT with its move into new the enburg and legislature rather than the courts. Justice Executive Vice President Merle studios in downtown Missoula, Mont., S. Jones, who William C. Hecht Jr. said in a written opin- becomes president Jan. 1, were KGVO -TV that city changed its call letters to among the top CBS executives addressing ion that he did not agree and that the suit KMSO -TV Dec. 1, according to President - the meetings. would be sent to trial. General Manager A. J. Mosby. KGVO-TV A According to special talk on the use of spot television had been operating from studios at the sta- legal authorities, in an action by Dan Mills Inc. was River delivered at the tion's transmitter site 15 miles from Mis- for libel, a litigant could recover damages Wednesday closed spot sales luncheon by soula. without proof of actual damage, while in A. W. Barber, general advertising manager KMSO -TV's new building contains three slander the actual damages must be shown. and sales promotion manager at Dan River. studios, the largest 40 x 60 x 20 ft., with Normally, a libel action is based on written a total of 16,800 sq. ft. of floor space. Mr. material, while slander pertains to the spoken Quality Group Re- elects Quaal, Mosby said the call letter change was made word. Other Officers, New Directors to stand for the airline designation of Mis- RE- ELECTION of Ward L. - soula, which will make the call more easily Quaal, WON WPIK Appoints Moore to Post AM-TV Chicago, as president and of other recognizable by the public. officers, plus four additions to its board of APPOINTMENT of Robert E. Lee Moore Blair directors, were announced by the Quality Sales 45% Over Last Year as national sales director for WPIK Alex- Radio Group Inc. last week following its an- RADIO sales look healthy in at least one andria, Va., and Breen & Ward, New York, nual stockholders meeting in Chicago. station representative's book. Robert E. as station representative, was announced Also re-elected, besides Mr. Quaal, vice Eastman, vice president of John Blair & last week by Carl L. Lindberg, station presi- president and general manager of WGN Inc., Co., last week took a look at sales on the dent. were W. H. Summerville, vice president of 45 radio stations the firm represents and Mr. Moore, a veteran of 20 years in WWL New Orleans, re- elected vice presi- found that John Blair is 40% ahead of broadcasting, for dent, and William D. Wagner, secretary of last year, with the outlook next year for the past two years has WHO Des Moines, Iowa, as secretary- treas- still another 25% increase. Mr. Eastman re- handled local sales and public relations for urer. ported "better use" of spot radio by national WPIK. Breen & Ward, located at 400 New directors, all elected for three-year advertisers -creative copy and heavier cam- Madison Ave., New York, is a new or- terms, are R. E. Dunville, president, Crosley paigns producing sales results for many of ganization headed by Edward J. Breen, Broadcasting Corp., Cincinnati; John de- the advertisers -as the principal impetus. formerly associated with Grant Webb & Co. Page 94 December 3, 1956 BROADCASTING TELECASTING STATIONS

All -Time October High $1 N Million Deal Concentrates Reported in WBC Sales WGR -AM -TV Ownership Locally REALIGNMENT of the ownership of GROSS BILLINGS for October 1956 WGR -AM -TV Buffalo, N. Y., was an- reached all -time highs on both the radio and nounced last week, indicating virtually television stations of the Westinghouse 100% local ownership of the 5 kw, NBC - Broadcasting Co., it was announced last affiliated am outlet (on 550 kc) and the ch. week by Alexander W. Dannenbaum Jr., 2, CBS -affiliated WGR -TV. Selling stock sales vice president. were Mrs. Helen L. Deuel (widow of late In radio, Mr. Dannenbaum said, October publisher of Niagara Falls [N. Y.] Gazette), sales figures showed an 11.6% increase over 800 shares; Myron Kirk and wife (Mr. Kirk the previous record month of March 1948. is with Kudner Agency), 768 shares; J. In television, the October total amounted to Whitney Peterson, U. S. Tobacco Co. presi- 4.6% above the October 1955 figure, the dent, 160 shares; Barbara A. Schick (Schick previous high. shaver), 384 shares; Ann Rogers (wife of WBC -owned KDKA Pittsburgh surpassed SIGNING national sales representation former chairman of Texas Co.), 192 shares; all previous monthly figures in October, re- contract in the New York office of Avery - former Maryland Sen. Herbert O'Conor cording a total 8.4% higher than November Knodel is Durward J. Tucker, general man- (Dem.), 96 shares, among others. Stock 1950, the previous record month, according ager of WRR Dallas, while looking on are originally bought at $10 per share, sold at to Mr. Dannenbaum. He said other WBC (I to r) J. W. Knodel of the representation $450 per share. radio stations topped their October billings firm; Earle Fletcher, vice president -general New major interests in firm are: George for the past five years, ranging from 13.4% manager of KXOL Ft. Worth; John J. Tor - F. Goodyear, from 7.5% to 11.56%; J. to 40.7 %. mey, radio sales manager in the repre- Fred Schoellkopf IV, 7.3% to 11.32 %; Sey- WBZ -TV Boston and KPIX (TV) San sentation firm's New York office, and Lewis mour H. Knox, 2.29% to 5.41 %; Seymour Francisco both exceeded past record months, Avery, the firm's president. Beginning last H. Knox III, 2.6% to 3.69 %; Northrup R. Mr. Dannenbaum reported, with WBZ -TV's Saturday (Dec. 1), the two Texas stations Knox, 2.6% to 3.08 %; Paul A. Schoell- total in October exceeding the previous high are being offered in combination to na- koaf Jr., 0 to 5.29 %; Paul A. Schoellkopf, by 5.7% and a KPIX increase of 18.2 %. tional spot advertisers by Avery -Knodel. 7.5% to 8.87 %. J. J. Bernard, vice president and general manager, became a .12% "The increase in radio clearly indicates stockholder. About $114 million was in- that sponsors support the WBC position that Dallas and KXOL Fort Worth. volved in the transaction, which embraced radio's role today is best served on a com- The stations -through Averv-Knod^l, stn - 30% ownership. The present owners bought munity basis, providing music, news and tion representative-will offer their combined WGR in 1954 for $1.45 million from Leo public service on a local, almost personal facilities, along with discounts for the com- J. Fitzpatrick and I. R. Lounsberry. The level," Mr. Dannenbaum declared. "In tele- bination schedules. The pact -effective last WGR -TV grant was made two years vision, the October record underscores grow- Saturday -was announced jointly by Dur- ago to merged applicants WGR and Niagara Falls ing audience and advertiser acceptance ..." ward J. Tucker, WRR's general manager, and Earle Fletcher, KXOL's general mana- Gazette principals. Some WGR principals WBC radio stations are WBZ -WBZA ger. Avery -Knodel also will represent the have interests in WHAM -TV Rochester, Boston -Springfield, KYW Cleveland, stations individually (it has represented N. Y., and WSVA-AM -TV Harrisonburg, WOWO Fort Wayne, KDKA Pittsburgh and KXOL nationally since last summer). Va. KEX Portland. Its television stations are WRR and KXOL reported they instituted WBZ -TV Boston, -TV KYW Cleveland, the arrangement to provide "maximum Katz Adds to Tv Cost Summary KDKA-TV Pittsburgh and KPIX (TV) San ease" of purchasing radio time in the two - Francisco. A COMPILATION called "Spot Tv Adver- city market. They cited "increasing impact tising Cost Summary No. 20 ", an updated of local radio news and programming in version of spot cost which KEX Follows Other WBC Outlets, terms of the great growth of the Southwest data The Katz Agency has been providing to and Dallas -Fort Worth in particular." agencies at To Become Independent Dec. 17 six -month intervals since 1949, is being LOCAL origination of all programming at Beckham New General Manager distributed by Katz along with a new feature. "Formulas KEX Portland, Ore., a Westinghouse Broad- Of KSLA -TV Shreveport, La. for Estimating Spot Tv casting Co. radio outlet, will take effect Budgets." The latter is made a part of the BEN BECKHAM JR. has been elected gen- Dec. 17, Philip G. Lasky, WBC vice presi- spot tv cost summary folder, which is based eral manager of KSLA -TV Shreveport, La., dent in charge of western operations, an- on published rates as of Sept. 10. nounced last week. succeeding the late Don George. KEX, an affiliate of ABC Radio, was the WILY Reports Doubled Sales only remaining WBC radio station to hold a Mr. Beckham, WILY Pittsburgh has more than doubled network affiliation following the breaking attorney, oil man off last summer of the other four WBC out- and real estate op- its national business this year in comparison lets from NBC Radio. The station, the an- erator, also is a with 1955, according to Ernie Tannen, vice nouncement said, will change to a "home pioneer in televi- president -general manager. According to Mr. town status," with programming emphasis sion in the Shreve- Tannen, the more than 100% increase "in- on music, local and national news and in- port area, having dicates strongly that more and more national creased community service, which now first filed his appli- advertisers are becoming aware of the po- make up the format of WBC's other four cation for ch. 13 in tency of Negro radio." outlets. that city in 1948. In April 1952, aft- New York Fm Goes Commercial MR. BECKHAM er tv channels were WRR, KXOL Offered reallocated follow- WWRL -FM New York, a non -commercial In Spot Combination ing the FCC freeze, Mr. Beckman organized outlet since its inception in December 1953, Shreveport Television Co., which included, starts today (Monday) on an expanded SPOT radio buyers will be able to purchase in addition to himself, Mr. George, Henry broadcasting schedule with commercials. via a single contract a combination package Linam and Carter Henderson. The com- The station, heretofore on the air from 6 schedule in the Dallas -Fort Worth area, ac- pany was awarded ch. 12 in 1955. Winston p.m. to midnight, will commence opera- cording to an agreement being announced Linam continues as station manager. Mr. tions at 9 a.m. and will continue to sign today ( Monday) by two stations - WRR Beckham is a 25 % stockholder. off at midnight. BROADCASTING TELECASTING December 3, 1956 Page 95 STATIONS KSWM -TV to Start; of Roanoke, who will welcome them at a West Coast Union Sponsors luncheon Dec. 14, agency, sales representa- 'Public Service' Music Show Harry Burke Appointed tion, wire service, legal and NARTB representatives and other multiple stations owners, A LABOR UNION in the sponsor's slot of a KSWM -TV Joplin, Mo. (ch. 12), which including Charles W. Holt (WHXY Boga- continuing musical program that has a sym- along with KSWM recently was purchased lusa, La.; WHNY McComb, WHSY Hat- phony orchestra maestro as disc jockey by the Jack N. Berkman -John J. Laux in- - tiesburg, both Miss, and WSFA Montgom- these are features of a weekly show cur- terests [BT, Nov. 51, expects to go on the ery, Ala. rently being broadcast by three Washington air tomorrow (Tuesday) morning under its The group will discuss new program for- State radio stations, KXA Seattle, KIMA new ownership and with new call letters, mats, programming innovations for the Yakima, and KXLY Spokane. KODE (TV). needs of individual communities, commer- The program, An Hour With Katims, In January, following completion of a cial service and engineering responsibilities. conducted by Milton Katims, director of the new 1,680 foot tower that KODE claims Coleman Austin Jr., manager of WRIS Roa- Seattle Symphony Orchestra, consists of will be the highest man -made structure in noke, is handling convention arrangements. se'ections designed to please "listeners with the four -state region of Missouri, Kansas, Other Bahakel managers to attend: Henry haircuts of all lengths," and is broadcast Arkansas and Oklahoma, KODE will oper- Hughes, WWOD Lynchburg, Va.; Phillip from 1 to 2 p.m. Sundays. The sponsor is ate with a maximum radiated power of 316 Bahakel, WKIN Kingsport, Tenn.; Bob the Community Service Dept. of the Western plans affecting stu- kw. Other construction Proctor, WLBJ Bowling Green, Ky.; Chuck Conference of Teamsters (AFL-CIO), which dios and transmitter buildings as well as of- Krause, WPLH Huntington, W. Va.; Don makes no use of the program's "commercial" fice space currently are being made. Neil, WABG Greenwood, Miss., and Mims time for itself, instead offering this time to change in affiliation status No network - Boswell Jr., WKOZ Kosciusko, Miss. civic and charitable groups in need of reach- be Austin A. CBS-TV-will made. Harrison, ing the public with appeals. former president Fort Smith, Ark., Vhf and general mana- KYTE Celebrates Its Opening ger of the station, Commences on Ch. 5 SEVERAL hundred persons attended an will continue in a CH. 5 KNAC -TV Fort Smith, Ark., went open house yesterday at KYTE consulting capacity on the air Saturday with regular program- (Sunday) Pocatello, Idaho, which began broadcasting for the next six ming as that city's second tv station and first on Nov. 21. The new music -and -news in- months. Named vhf outlet, according to General Manager is a daytimer on 1290 with 1 kw. vice president and Cecil Sansbury. The station received special denendent general manager of temporary authority for operation from the The station is owned and operated by J. manager the new Berkman FCC last week. Ronald Bayton, 50% owner and property was Harry At the outset, KNAC -TV is operating of KOFE Pullman, Wash., and applicant Burke, former from 4 a.m. to midnight with an interim for a new station at Idaho Falls, Idaho. Jerry vice president and power of 28.8 kw until its authorized Fennel is KYTE general manager and his wife is traffic manager. Don Fuhrmann is general manager of MR. BURKE power of 50.1 kw can be effected. Formal KFAB Omaha who opening ceremonies are planned for early program director. resigned that post earlier this year. in January. -TV The Berkman -Laux interests comprise the Mr. Sansbury joined the station from WAPA San Juan Sales Rise Friendly Group consisting of WSTV -AM -TV WEHT (TV) and WEOA Henderson, Ky: INCREASING business volume with 1956 Steubenville, Ohio; WPIT Pittsburgh; WBMS Evansville, Ind., where he also was general sales to date up 102% over the same 1955 Boston; WFPG -AM -TV Atlantic City, N. J.; manager. Other KNAC -TV officers include period has been reported by ch. 4 WAPA- WBLK -AM -TV Clarksburg W. Va., and Roger Garrett, assistant manager, also for- TV San Juan, Puerto Rico. Andrew N. WPAR Parkersburg, W. Va.. as well as the merly with WEHT (TV) and WEOA, and Vladimir, WAPA -TV sales manager, who Joplin properties. Chief Engineer Claude Scott, formerly at announced the business rise, said that No- KSLA -TV Shreveport. vember sales indicated a record month for WGN -AM -TV Re- appoints Petry; The other Fort Smith tv station is ch. 22 the two -and -a- half -year-old outlet. WAPA- Expands Scope of Representation KFSA -TV. TV has been on the air since May 1954. ENLARGEMENT of representation by Ed- REPRESENTATIVE APPOINTMENTS ward L. Petry & Co. for WGN and WGN - Coggeshall Retires from WGY TV Chicago was jointly announced Thurs- A. O. COGGESHALL, radio pioneer and KCCC -TV Sacramento, Calif., appoints Mc- day by William A. McGuineas and Ted one of the first WGY Schenectady an- Gavren -Quinn Co., S. F., effective Dec. 1. Weber, radio and tv sales managers, respec- nouncers, retired Friday from the General WOKO Albany; N. Y., names Breen & tively, of WGN Inc. Electric Co. station after 34 years of broad- Ward, same city. Petty had represented both Chicago Tri- casting service. Since 1946, Mr. Coggeshall WWIN Baltimore, Md., appoints Meeker bune broadcast properties in 11 western had been WGY's music supervisor, organiz- states under the old contract. It will now ing the station's music library and bearing Co., N. Y. represent WGN in all areas of the U. S., responsibility for all WGY music programs. WALA -AM -TV Mobile, Ala., has appointed, save Chicago, New York, Philadelphia, De- Originally a G. E. accountant, Mr. Cog - respectively, H -R Representatives Inc. and troit, Milwaukee, St. Louis and Kansas City geshall joined WGY in 1922 as an an- H -R Television Inc. and WON -TV everywhere except Chicago, nouncer, and two years later was named pro- New York, Philadelphia, Boston, Baltimore, gram manager, a post he held for 22 years, REPRESENTATIVE PEOPLE Pittsburgh, Cleveland, Akron, Detroit, Cin- until the end of 1946. He continued to be Joseph Ruggiero, account executive, Forjoe cinnati, Indianapolis, Milwaukee, Minne- heard on the air. & Co., and manager of its N. Y. office, to apolis, St. Louis and Kansas City. Select Station Representatives Inc., same In those cities, the stations will be covered N. C. Basketball on WPTF city, sales staff. by WGN Inc. Chicago headquarters staff WPTF Raleigh, N. C., will carry 48 basket- Ralph Jones, salesman, KTLA (TV) Los or by its eastern office in New York. ball games of four state universities this win- Angeles to Hollywood sales staff of Weed ter under the sponsorship of Walker Mar- & Co. Bahakel Stations to Convene tin Inc., General Electric distributor, six GE In Roanoke, Va., Dec. 14 -15 dealers and the Jesse Jones Sausage Co., Lois T. Morse, assistant editor, Sponsor MANAGERS and staff of the seven Cy N. Garner, N. C. WPTF Sports Director Jim magazine, to Blair Tv Assoc., N. Y., promo- Bahakel radio stations will meet in Roanoke, Reid will do the play -by -play with Bill Jack- tion department. Va., Dec. 14-15 for the organization's anson handling the color. The Pittsburgh U.- Bernard Howard, president, Star National nual conference. Augmenting the group of North Carolina State game last Saturday Inc., N. Y., father of girl, Kathy Lynn, 80 Bahakel staff members will be the mayor night began the series. Nov. 15. Page 96 December 3, 1956 BROADCASTING TELECASTING STATION PEOPLE Charles Vaughn, director, WKRC -TV Cin- Charles J. Carey, program manager, WNEM- cinnati, to educational WCET (TV) same TV Bay City, Mich., father of boy, John W. Irving Rose, commercial manager, Segers, Nov. 21. WSKN Saugerties, N. Y., named executive city, as program director. Leonard Mosby, production manager, vice president. Mr. Rose will continue as Robert Hanger, WSRW Hillsboro, Ohio, to commercial manager of WSKN. WMBR -TV Jacksonville, Fla., father of boy, WHTN -TV Huntington, W. Va., as local Blair Elliott, Nov. 19. Louis W. Shapiro, with WSTV Steubenville, news director. Howard Mays, production department, Ohio, in radio sales since 1945, named radio WSAZ-TV Huntington, W. Va., father of sales manager. He Dominic J. Farrell, account executive, Cros- boy, Richard Howard, Nov. 26. also handles tv sales ley Broadcasting Corp., to WKRC -TV Cin- for WSTV -TV and cinnati sales staff. Bob Reagan, publicity department, KTLA will continue this in (TV) Hollywood, married Barbara Fitz- addition to his new Mark Munn, continuity editor -instructor in gerald, Nov. 23. position. radio -tv writing, KWSC Pullman, State Col- Bob Mead, announcer, WMIX Mt. Vernon, lege of Washington educational station, ap- Ill., married Gloria Gamage. E. J. Galbos, station pointed assistant sales promotion manager, James R. Newcomb, 21, naval air cadet and manager, KVWO WGN Inc. (WGN -AM -TV Chicago). son of Lamar A. Newcomb, president -gen- Wyo., Cheyenne, eral manager of WFAX Falls Church, Va., general man- named Kerm Kath, general manager, KGOS Tor- killed a fortnight ago in Memphis, Tenn., Ru- ager. Robert rington, Wyo., father of boy. when plane he was piloting crashed. bin, assistant manager, succeeds Mr. MR. SHAPIRO Galbos. Gene Bierman, general manager, WWTV 'Ready t0 we urh.e4t Received elected vice president (TV) Cadillac, Mich., THE CB -210 and Daryl Sebastian, assistant general man- COMPLETE ager, named assistant treasurer. Clayton A. TRANSCRIPTION Roehl, producer -director WOOD -TV Grand Rapids, appointed production director of PACKAGE! WWTV. Leo Jylha, general manager, WBCM Bay City, Mich., named commercial manager in charge of local and national sales. Ervin Siemoneit named chief engineer, KAWL York, Neb. John H. Riedel, technical operations supervisor, WRCA-TV New York, appointed manager of studio technical operations. Frank Cassidy, former publicity director for Woods Productions, Chicago, to KAFY Bakersfield, Calif., as sales executive. Richard T. McCue, assistant in NBC's radio - tv night operations department, to WRCA New York as radio director. Jack Frazier, director of radio -tv merchandising for Crosley Broadcasting Corp. [WLW -AM -TV Cincinnati, WLWD (TV) Dayton, WLWC (TV) Columbus, all Ohio, and WLWA (TV) Atlanta], named director of client service, newly- created post. Douglas LaMear, merchandising manager - sports director, KGW Portland, Ore., to sports director for KGW- AM -TV, and Connect to the turntable mixing channel - you are Charles D. Richardson, salesman -office man- ready for operation. The Gates CB -210 complete tran- ager, KPTV (TV) same city, to KGW-TV's scription chassis includes: (a) preamplifier, (b) power sales staff. Sylvia Taylor, KPTV continuity supply, (c) transcription arm for all size discs, (d) dual director, to KGW-TV in similar capacity. cartridge, (e) dual Richard C. Ross, associate news editor, stylus for both microgroove and KING -TV Seattle, to KGW -TV as news di- standard, (f) variable equalizer, and (g) the famous rector. Tom McCall, named news commenta- CB -100 three -speed turntable, of which nearly 800 tor- analyst, KGW-TV Portland. have been sold in the past seven months. Price is Lynn Christian, producer- director, KNUZ- modest too. - Only $303.00 complete with dual sap- TV Houston, Tex., to KCEN -TV Waco - phire stylus or $329.50 with dual diamond stylus. Temple, Tex., as operations director. Fully described page 52 of catalog 81. Audrey Rose succeeds Loretta Pemberton as traffic director of WHTN -TV Huntington, W. Va.; Jim Vormelker, sales staff, will resign to join service. Bill Love, sales service GATES RADIO COMPANY MANUFACTURING representative, WCMI Ashland, Ky., joins ENGINEERS SINCE 1922 WHTN -TV in similar capacity. QUINCY, ILLINOIS, U.S.A. BROADCASTING TELECASTING December 3, 1956 Page 97 NETWORKS ABC's Video Upswing afternoons, its live shows are Johns Hop- kins' File 7, College Press Conference, Medi- Starts With Sinatra cal Horizons and Dean Pike. Of these pro- WIBC THE expected its tv grams, Medical Horizons is sponsored (Ciba surge by ABC to hypo Pharmaceuticals). LEADS programming next fall already was under- IN INDIANA way in earnest last week. The network reported it had outbid its two tv network com- Tobacco Network Names Williams; petitors- CBS-TV and NBC -TV-for the Plans N. Y. Sales Office in Jan. talent services of recording- screen -tv star Frank Sinatra. ELECTION of Ray D. Williams, owner - manager of New Bern, N. C., The contract with Mr. Sinatra actually is general WHIT as of the 14-member Tobacco Ra- between Kent Productions and ABC. Kent president dio Network has been announced by the is owned by Mr. Sinatra and has exclusive network. The election took place at the rights to his services. Mr. Sinatra reportedly Tobacco Network's annual stockholders expects to net a possible $1 million each year has meeting, in Raleigh. It was also announced WIBC received many awards for for three years from the pact, which pro- contributions to the field of traffic that the network, which is comprised of 14 vides for ABC acquisition of a stock inter- safety . . . 5 successive National eastern North Carolina am and fm stations, est in Kent over that period. Safety Council Awards, the Indian- plans to open New York sales offices in was Wednes- apolis Safety Board's Award to disc The agreement announced January. The New York branch will be jockey Easy Gwynn, etc. But one of of day by Leonard Goldenson, president supervised by Ken Willson, who for the the station's most highly prized American Broadcasting-Paramount Theatres fifth year was re- elected executive vice presi- awards in this field again went to Inc., ABC's parent company, after it was Easy Gwynn. this one a dent- general manager of the network. by private in New by Mr. business. the Al!states Insurance concluded York Goldenson and the William Morris Agency, acting as Other officers elected were P. G. Sewell Company. for his efforts in behalf of WRCS Ahoskie, representative for Mr. Sinatra. Negotiations as vice president, suc- of driver education. This award is ceeding Mr. Williams, and Hal Vester of another indication of WIBC's lead- were handled on the West Coast by Mr. WFTC Kinston, as secretary- treasurer. Elec- ership in community service. Goldenson and other ABC executives. ted to the board Under the pact, Mr. Sinatra will appear of directors were Allen Jones of WGNI Wilmington, and Victor exclusively on ABC -TV in a weekly half- Dawson of WFNC Fayetteville. hour program series with a flexible format permitting the star to vary his talents in the dramatic, comedy and musical fields. He Tucker to Appear on NBC -TV also would star on two one -hour special pro- Despite Disapproval of Met grams for each of the three years. ABC rights to his exclusive services do NBC -TV reported last week that opera WIBC not only leads the way among not affect his motion picture obligations and singer Richard Tucker was still set to ap- Indianapolis radio stations in public activities. pear on Sol Hurok's "Festival of Music" service. but WIBC programs lead in program on the network's Producers' Show- audience ratings. too. In the 31 Mr. Sinatra had not been under contract case Dec. 10 (8 -9:30 p.m. EST), despite ap- county Indianapolis trading area. in the tv field, although he has made fre- parent efforts of WIBC programs rank first in 447 out quent one -time appearances on network the Metropolitan Opera Co. to block of 504 rated quarter lours each programs. At the time Mr. Sinatra was the his performance. The opera com- week. rage as a crooner, he was heard regularly pany has a contract with The Ed Sullivan *Pulse Area Study, Sepl: Ocl 1955 in radio series, including Your Hit Parade. Show on CBS-TV to present four more opera excerpts on that program this season. It is reported that the Metropolitan no- FIRST IN THE Melnick to Accentuate tified Mr. Tucker that he will not be per- HEARTS OF THEIR ABC -TV Live Day Shows mitted to appear on the Met's production to be staged on Mr. Sullivan's programs if he LISTENERS NAMING last week of Daniel Melnick, for- goes on the NBC show. A representative for mer CBS producer, to the newly- created Mr. Tucker last week said the singer still post of manager of program development planned to appear on "Festival of Music." WIBC's success in building big audi- for ABC-TV presages that network's plans ences and in public service is largely for live daytime Hoag Rejoins CBS -TV Sales due to the station's well known per- programming. sonality salesmen names like ... Robert F. Le- ROBERT HOAG, former president of Hoag- Easy Gwynn. Al Brooks. Robin Blair, station Bright. Jim Shelton and many wine, ABC -TV representative, has rejoined CBS -TV others. These same personalities are vice president in sales, it was announced Thursday available on a "first come. first charge of program- by CBS-TV Sales Vice President William H. serve" basis to help you sell your ming and talent, in Hylan. Mr. Hoag first joined CBS-TV after produce or service. announcing Mr. Melnick's appointment, disclosed that one of his 1010 KC first assignments w IBC will be to "assist in MR. MELNICK the development of The Friendly ABC -TV's contem- Voice of Indiana plated live daytime network programming." Since the recent management shakeup at 2835 N. Illinois SI. ABC -TV, emphasis has been put on more Indianapolis 8, Indiana live shows. Except for its Sunday schedule, ABC -TV has no live daytime programming. JOHN BLAIR & COMPANY The network programs Afternoon Film Fes- NATIONAL REPRESENTATIVES tival and Mickey Mouse Club are film shows on weekday afternoons. On Sunday Page 98 December 3. 1956 BROADCASTING Iiirr ASIINfi He forgot that "Scotch" is a brand name for tape!

Its easy for all of us to fall into bad habits! to use the full name correctly: "SCOTCH" While we welcome the mention of our product Brand Cellophane Tape, or "SCOTCH" Brand on your programs, we ask that you respect our Magnetic Tape, etc., please just say cellophane registered trademark. If it is impossible for you tape or magnetic tape. Thank you.

MINNESOTA MINING AND MANUFACTURING COMPANY

ST. PAUL 6, MINNESOTA

NR(IAUCA5IIN(i Tp.1.IhCA511N December .i, 1456 Page 99 PERSONNEL RELATIONS

World War II, as commercial manager of the network's KTSL (TV) Los Angeles, now ANOTHER BLUE NOTE FOR JIMMY KNXT (TV). He transferred to New York in Local 47 sues AFM for nearly $41/2 million 1952 as a member of CBS Television Spot Sales and the following year became sales e Diverson of fees for tv re -use of movies involved manager of KFMB -TV San Diego. His association with Hoag -Blair, which SECOND major legal action against James pay to the trust fund amounts equal to 5% began in 1954, ended this past summer with C. Petrillo's administration of the American of the gross revenue received from sale or his resignation [BT, Sept. 17]. Federation of Musicians was filed in Los license of the motion pictures to television, Angeles Superior Court Thursday as 22 mu- and that during the last four years such Houseman Signed by CBS -TV sicians from AFM Local 47 there asked royalty payments have aggregated $2,973,- for damages of $4,468,950, money alleged 950. Before the termination of the existing PRODUCER- DIRECTOR John Houseman, to have been diverted by Mr. Petrillo to agreement on Dec. 31, 1958, these pay- an outstanding veteran of moton pictures, the AFM trust fund from old movies re- ments will aggregate a total of $10,000,000, radio and screen plays, was signed last week leased to television. the court was told. by CBS -TV as executive producer in charge The suit, filed in behalf of 2,400 musicians These royalty payments are alleged to of the network's new, hour -long series, The employed in the motion picture industry, constitute money which belongs to the plain- Seven Lively Arts, which is to be scheduled also requested that the court issue an in- tiffs because it arises from the plaintiffs' for the next fall season. junction to restrain over 100 movie pro- services, and if the federation had exercised Robert T. Herridge continues as producers and tv film distributors from making loyalty and good faith in its collective bar- he ducer of the series on which already any further "re -use" or "royalty" payments gaining agreements, the motion picture corn - has been at work. He will report to Mr. to AFM, to the AFM music performance panies would have agreed to pay amounts Houseman. Mr. Herridge formerly produced trust fund or to any persons other than the equivalent to such royalty payments to the Camera Three and was a producer of Studio performing musicians themselves. plantiffs as increased wages. One, both on CBS -TV. In addition to the AFM, "neutral" de- The complaint asks for a declaratory fendants named in the suit include RKO judgment declaring the various rights, duties Schlatter to NBC -TV Hollywood Teleradio Pictures Inc., Walt Disney Pro- and liabilities of all parties and specifically GEORGE SCHLATTER, former manager ductions, United Artists Corp., Warner declaring the provisions of the 1955 amend- of Ciro's, Hollywood night club, has been Brothers Pictures Inc., Republic Produc- named to an executive position with NBC - tions Inc., Columbia Pictures Corp., Para- TV's program department there, it was an- mount Pictures Corp., Samuel Goldwyn REVOLT REVIEWED Productions Inc., nounced last week by Harold Kemp, gen- Loew's Inc. (MGM), STORY of the musicians' revolt Universal Pictures Republic eral program executive with the network's Co., Pictures against James Caesar Petrillo within Corp., 20th Century -Fox Film Corp., Allied Pacific Div. Mr. Schiatter's duties will con- AFM Local 47 at Los Angeles, led by Artists Pictures Corp., CBS Inc., sist of scouting and auditioning new talent NBC, Cecil Read, is told by Lester Velie American Broadcasting-Paramount and assisting Mr. Kemp in securing guest Theatres in the December issue of Reader's Inc. and about 90 stars for variety shows. Previously, Mr. others. Digest. The story, "The Union That Schlatter was booking agent for Music Corp. The papers were presented to the court Fights Its Workers," relates that when of America. by Los Angeles attorneys Harold A. Fend - Mr. Read took Local 47's trust fund ler and Daniel A. who Weber, earlier, on appeal to Mr. Petrillo and the Inter- behalf of 91 other members of Local 47, CBS Producer John Carney Dies national Executive Board in New representing and 6,000 musicians in the York, the AFM president "raged at JOHN M. CARNEY, 60, CBS staff producer phonograph recording filed field, suit for him for three hours" but finished with on the Arthur Godfrey programs since 1945, $8,587,900 against Nov. 26]. AFM (BT, a plea "that laid naked his fears." Mr. died Tuesday night in New York. Mr. Car- A third legal action is to be taken later to Velie writes that Mr. Petrillo asked ney had been with CBS since 1945 and pre- challenge the AFM policies of trust fund Mr. Read: "Please, go back and be viously was associated with MCA Ltd. He royalties in films made expressly for tv. had produced Mr. Godfrey's Talent Scouts president of your local if you want to. up to last May, when he took a medical leave Fees to Trust Fund But, I beg of you, don't take the federation into court." of absence, returning to the program on a In the newest complaint, the motion pic- limited basis a few months ago. Survivors ture musicians allege that collective bargain include his wife, a son and a daughter, his ing agreements were negotiated for them ment to the Hollywood film -tv labor and parents and five brothers, one of whom is by the federation in June 1952 and in De- trust agreements to be invalid insofar as Art Carney, actor and co -star with Jackie cember 1954 which specifically provided they require additional wage payments and Gleason on the latter's CBS -TV comedy for additional wage payments to be made royalty payments to be diverted into the show. to all musicians performing services in mo- trust fund. The complaint also asks that tion pictures which were subsequently re- NETWORK PEOPLE all monies presently in the hands of Samuel leased for use on television. In June 1955, Richard W. Jolliffe, administrative manager of R. Rosenbaum as trustee of the trust the complaint alleges that all of these addi- fund sales services, CBS Radio, named account be declared to be held in trust by him tional wage payments were diverted from for executive. the 2,400 musicians who have actually the musicians by Mr. Petrillo, who decreed ren- Richard Dunlap, producer-director, Kraft dered services in producing the motion pic- that all future wage re -use payments should tures in question. Theatre (NBC -TV, Wed., 9 -10 p.m. EST), be made to the trust fund originated by him In 1951 the AFM permitted the release to associate producer of Omnibus (ABC -TV, for the purpose of contributing to the pub- of theatrical film to tv on these conditions: Sun., 9 -10:30 p.m. EST). lic knowledge and appreciation of music. (A) The producr or any subsequent owner David Orrick, named director on NBC -TV's Mr. Petrillo's action is alleged by the or lessor of the films sign a trust fund Lux Video Theatre. musicians to have been a "breach of the agreement with Samuel R. Rosenbaum, fiduciary obligation owing to them." trustee, agreeing Ray Crosset, scenario editor, Universal- Inter- to pay to the trustee 5% The complaint asserts that $1,495,000 in of the gross revenues national to CBS -TV's program department derived from the ex- additional wage payments was diverted from hibition of these as executive editor. films on television. the 2,400 musicians to the trust fund, and (B) The music sound track is to be re- Leonard H. Goldenson, president American that the federation, in addition, negotiated recorded using the same number of musi- Broadcasting-Paramount Theatres, re- elected collective bargaining agreements, pur- cians as performed on the original scoring. to third term as board chairman of United portedly on behalf of the musicians, which In October 1952, the above agreement Cerebral Palsy Assns. required the motion picture producers to having proven to be technically impractical Page 100 December 3, 1956 BROADCASTING TELECASTING and the re- recording sessions having degen- $170) and for a 5% raise in fees of local tv strike threat involving KOMO, KIR, KING erated into "dummy" sessions, a new agree- performers and models. and KIRO. The compromise involved an ment was reached as follows: Negotiations were still underway last week increase in weekly base pay from $110.60 (A) Payments to the trust fund of 5% with WLS, Prairie Farmer station affiliated to $115, retroactive to Oct. 1, increasing of gross revenues as before. with both ABC and MBS. Other independent to $117.50 Oct. 1, 1957, and to $120 nine (B) $25 to be paid to each musician who radio stations were not involved in negotia- months later, according to AFTRA. The had recorded the original music for these tions, since their contracts do not expire until contract expires in April 1959. films. (This was a one -time payment made next February. on the sale or release of the film to tv ex- AFTRA Chicago's original demands, it WGAW to Meet on Contracts hibition, although the was understood, called for boosts of 20% 5% royalties to the A SPECIAL membership meeting of the trust was (or $30) in weekly minimum salaries for staff fund to be on all showings of the Television -Radio Writers Branch of the radio and tv announcers and of 25% for film on tv.) Writers Guild of America West has been The provision television models. for the $25 payment to the called for Dec. 13 in Los Angeles to ap- individual musician was and is in accord- prove proposed staff contracts for live tv ance with past AFM policy and that of re- Seattle Announcers Compromise and radio so that the guild's negotiating lated actors and singers guilds, which require AFTRA announcers in Seattle accepted a committee can proceed with final signing of additional payments for the use of a record- compromise proposal Nov. 24, ending a free lance contracts with the networks. ed or filmed performance in more than one medium. In 1954, this agreement was renewed for five years with substantially the same provisions, but in June 1955, the suit alleges, Mr. Petrillo and the international executive board arbitrarily changed this contract (which had 311 years to run) and instructed the film producers and their assignees that these $25 payments were now to be made to the trust fund and not to the individual musicians whose work was being reused. "Prior to this ruling of the IEB in June of 1955, our members had received about NEW YORK $7,000,000 from this source. In case a musician was deceased, his widow or heirs had CHICAGO been paid. Since June of 1955, our members or their heirs have been deprived of DETROIT over $4,000,000 in reuse payments. This $4,000,000 may not have been paid to the trustee as yet, because payments are not due DALLAS until 60 days after the film appears on tv. Many of the 4,000 films released to tv have ATLANTA not been shown yet, hence the difference between $4,000,000 due to musicians on films CHARLOTTE released to tv and the $1,495,000 amount alleged in the complaint for films already shown" the plaintiffs explained. ST. LOUIS

New AFTRA Pacts in Chicago MIAMI Raise Announcers Pay to $170 SEVEN Chicago radio and television sta- MEMPHIS tions, including five network -owned and two independents, have come to terms with LOS ANGELES American Federation of Television & Radio Artists following local membership ratifica- SAN FRANCISCO tion of national two -year contracts negotiated representing with the networks and transcription com- RADIO panies (BT, Nov. 26, 19). Contracts are to be signed this week. representing Agreements completed with the network - TELEVISION owned stations -WBKB (TV), ABC; WBBM and WBBM -TV, CBS; WMAQ and WNBQ (TV), NBC -call for $20 increases in staff H A M radio -tv announcer fees (from $150 to $170 BRAN weekly) and a 10% boost in freelance rates national for performers and models, plus incorpora- 11 OFFICES advertising tion of pension- and -welfare benefits (5 %) in radio pacts. New contracts are retroactive FROM COAST representatives to Nov. 16. Terms of the two -year contract with WGN TO COAST. and WGN -TV, independent outlets, were announced by Ward L. Quaal, vice president and general manager of WGN Inc. Nego- tiations with WGN Inc. were concluded Nov. 16 providing for a $5 increase in base salary for staff announcers (from $ 165 to BROADCASTING TELECASTING December 3, 1956 Page 10I MANUFACTURING Radio Set Shipments Increase in September SHIPMENTS of radio sets to dealers in Sep -

i tember totaled 835,025 units, well ahead of the 579,102 shipped in August of this year and the 757,196 in September 1955, according to Radio- Electronics -Tv Mfrs. Assn. Cumulative radio shipments for nine months of 1956 totaled 5,326,820 sets, a substantial gain over the 4,197,081 shipped in the same 1955 period. Number of radios shipped to dealers by states during the first DR. GARMAN MR. MURRAY nine months of 1956 follows: Total State Total State Murray for all phases of manufacturing and Alabama 61,785 Nebraska 32,731 Arizona 29,273 Nevada 7,068 administration. Arkansas 28,467 New Hampshire 18,851 California 566,250 New Jersey 204,809 Richard W. Lee, director of GPL's Colorado 39,054 New Mexico 16,285 Avionic Engineering Div., and William J. Connecticut 85,264 New York 855,559 Delaware 10,291 North Carolina 81,605 Tull, director of Avionic Sales Div., both Dist. of Columbia 48,078 North Dakota 11,999 elected Florida 100,923 Ohio 303,820 were vice presidents. William P. Georgia 84,368 Oklahoma 41,293 Hilliard, vice president of Pleasantville In- Idaho 11,157 Oregon 45,108 Illinois 414,494 Pennsylvania 377,481 strument Corp., GPL's manufacturing sub- Indiana 93,009 Rhode Island 32,275 sidiary, was named PIC president, and Ray- Iowa 52,118 South Carolina 33,831 Kansas 42,093 South Dakota 12,028 mond G. Johnson, PIC controller, was Kentucky 70,604 Tennessee 66,376 Louisiana 74,020 Texas 218,540 named to the additional office of assistant Moine 29,428 Utah 17,343 treasurer. Maryland 92,374 Vermont 11,519 Massachusetts 220,895 Virginia 80,975 Michigan 231,354 Washington 80,272 Minnesota 75,377 West Virginia 33,119 RCA Announces 'Super Brain' Mississippi 31,308 Wisconsin 98,885 Missouri 121,047 Wyoming 6,274 Electronic Computer System Montano 14,944 TOTAL 5,326,820 GRAND DEVELOPMENT of a new electronic Midwestern Instruments Inc. "super brain" that will enable electronic Nears Merger With Magnecord computers to store more than a million bits of information in a space slightly larger than MAGNECORD INC., Chicago. and Mid- a shoe box was announced last week by the western Instruments Inc., Tulsa. have ap- RCA David Sarnoff Research Center, proved terms of a merger of the two corn - Princeton, N. J. panies. according to a joint announcement The new device. developed by a group of by M. E. Morrow, chairman of the board scientists under the direction of Dr. Jan A. of Midwestern. and Barrett Wendell, Magne- Rajchman, is also capable of recalling any cord chairman. The merger plans, which or all of the items in a "few millionths of a have been approved by both boards of di- second." rectors. will he submitted to stockholders In announcing the new unit -which con- of both companies for immediate action. sists basically of thin, printed plates of a Terms of the agreement call for an ex- special magnetic material perforated with change of securities, with issuance of Mid- small holes- Research Vice in President Dr. SHREVEPORT western Instruments common stock in ex- Irving Wolff declared that it is a modified change for all Magnecord common stock. and improved version of the high -speed American Research and Development Corp.. magnetic core memory system developed a KCLI Boston. is a major investor in Magnecord. few years ago by Dr. Rajchman. (Country Present plans are for operation of Magne- Music News cord as a division of Midwestern Instru- DuMont Labs Ships to KTCA (TV) Specialist) ments, with integration of personnel of both A 25 KW transmitter and complete multi - *In the 35 organizations. county -parish scanning equipment for color tv was sent TEX ARK-LA- Midwestern, with annual sales at the rate KG) last week by Allen B. DuMont Labs to is first of $4.5 million, manufactures oscillographs. "indien" among KTCA (TV) Minneapolis Ich. 2), educa- Second only galvanometers, torque motors and other in- SO 000 to the tional tests early next year. KTCA (TV) is wafter but dustrial electronic equipment. Magnecord, near at nowhere owned and operated by the Twin City Edu- the cost! noted largely for its professional and indus- * !. Afar_Anr, cational Television Corp. 195 trial magnetic tape recording equipment, reports annual sales in excess of $2.5 million. General Precision Laboratory KC IJ WMRY Makes Executive Promotions in '/'he Big City .Station I The Sepia Station with the Country Flavor with Datable Power! DR. RAYMOND I.. (iARMAN. vice presi- MEMPHIS dent of General Precision Laboratory Inc.. 5000 Watts 980 KC I 1000 Watts 600 KC the Pleasantville. N. Y.. has been elected to the SHREVEPORT I NEW ORLEANS new position of executive vice president and Negro Radio Buy I o technical director, and James W. Murray. IS SOUTHLAND BROADCASTING COMPANY vice president. was named executive vice Mort Silverman, Exec. V. P. & Gen. Mgr. president and general manager. another new post. it was announced last week. GILL -PERNA, Nat'l. Rep. INC.- Dr. Garman will he responsible for techni- LOA' New York, Chicago, Los Angeles, Son Francisco cal administration of the company. including research and development. and Mr.

Maße 1112 Derr'nmberr i. /456 I41<11\1 `..111, 1 t I I-(-\SIIN(I Advertising, Sales Personnel Reassigned at RCA Tube Div. .Id.,fi,

Allen B. DuMont Jr. Promoted The father seemed quite put out his ALLEN B. DuMONT Jr., an executive with about son's lack of manners and Allen B. DuMont Labs, has been named held up his hand to stop him. "What assistant manager of the electronics firm's do we say when Mr. Benson gives us receiver division, F. P. Rice, division manager, announced last week. In his new post, something ?" he demanded. "Charge Mr. DuMont will supervise product develop- it," replied the kid without hesitation. ment from a technical and styling stand- point of such items as tv sets, radios, phono- From where I sit, children aren't graphs and high -fidelity components. Mr. the only ones who "repeat things" DuMont, son of the firm's board chairman and founder, joined Allen B. DuMont Labs without knowing what they're talking as a sales trainee in the cathode -ray tube about. For instance, I'm convinced division, and successively held various posts in sales, tube and receiver divisions. that many of those who speak out against the old American custom of $250,000 Kay Lab Expansion A $250,000 expansion program for Kay enjoying a glass of beer after work are Lab, San Diego, has been announced by just parroting what they've heard others President and Board Chairman LaMotte T. say. It's better to get the facts Cohu. Construction is to start immediately -then on an addition to the present plant to house make up our own minds - and per- engineering, sales and administrative permit our neighbors to do the same. sonnel. Included in the expansion plans are a new customer- service department for field service engineering, equipment repair and maintenance and graphic arts facilities.

MANUFACTURING PEOPLE qi/(au Arthur V. Loughren, former vice president in charge of research, Hazeltine Corp., Little Neck, N. Y., to Airborne Instruments Lab Inc., Mineola, N. Y.. as vice president. He Copyright, 1956, United States Brewers Foundation is also president of Institute of Radio Engi- neers. George D. Rice, production manager, Kay

BROADCASTING TELECASTING December 3, 1956 Pave 103 MANUFACTURING ON THE DOTTED LINE

Lab. San Diego, elected vice president in charge of manufacturing and member of board of directors. Joe H. Morin, Howard W. Sams & Co., In- dianapolis, named sales head of company's newly created Industrial Service Department. Matthew J. Hughes, electronic product district sales manager in Teterboro, N. J., Syl- vania Electric Products Inc., to electronic product special sales representative for national accounts in N. Y. Neil Uptegrove, advertising manager, Instru- ment Div., Allen B. DuMont Labs, named advertising manager of Technical Products Div. Leon Seldin, engineering manager, low frequency instruments, Allen B. DuMont Labs, to assistant engineering manager, instrument div., Federal Telephone & Radio Co., Clifton, N. J. BAYUK CIGARS Inc. (Phillies), Philadelphia, through Al Paul Lefton agency has Behrend, Tv Equipment Co., Chicago, Jack signed to sponsor the basketball games of the professional Philadelphia Warriors on father of girl. WCAU that city. Present for the contract signing are (1 to r) seated, Eddie Gottlieb, MANUFACTURING SHORTS owner- manager of the Warriors; E. Archie Mishkin, Bayuk president; Donald W. "Thornburgh, president- general manager of WCAU- AM -TV; Bill Campbell, WCAU RCA reports live color studio camera ship- sports director who will do the play-by -play; standing, Winslow P. Martin, Al Paul ment to WTMJ -TV Milwaukee and 12 -sec- Lefton; Bernard Sless, Bayuk general sales manager, and Joseph T. Connolly, vice tion superturnstile antenna to WAVY -TV president in charge of WCAU Radio. Portsmouth, Va. Westinghouse Electric Corp. has placed three vhf and three uhf 17 -inch portable aluminum-cased tv sets on market. Designed by Raymond Loewy, sets retail at $154.95 for vhf, $179.95 for uhf. Sylvania Electric Products Inc., N. Y., and Corning Glass Works, Corning, N. Y., announce plans to form Sylvania-Corning Nuclear Corp. Each company will own one- half of stock and will conduct research and engage in development and production activities in atomic energy. Hancock Electronics Corp., Redwood City, Calif., announces new closed circuit tv camera designed for complete remote control. PLANNING a nine -day promotional Five adjustments may be made from one or campaign on WSUX Seaford, Del., to FOR A SECOND YEAR, Greiner Bak- more remote control points. Adjustments ery of Parkersburg, W. Va., renews open the new B. F. Goodrich Store include remote pan and tilt, optical focus, its contract for nightly sponsorship rotation of lens turret and Delta -Lite (light there, in cooperation with Motorola of The World Tonight on WTAP -TV, control). tv, are (I to r) W. C. Evans, co -owner that city. At the contract signing are and chief engineer of WSUX; Phil ORRadio Industries Inc., Opelika, Ala., an- (I to r) seated: Allan Land, general Adams, WSUX commercial manager; nounces its "no -spill reel" for tape recorders manager of WTAP -TV and WHIZ, which utilizes rubber bands slipped over Elizabeth Evans, co -owner and man- and A. L. Greiner, bakery president, two notches on opposite ends of tape hold- ager of the station, and James H. Ni- and standing: Stuart Leslie, WTAP- ing it securely in place. chols, manager of the Goodrich Store. TV account executive, and Milton The saturation campaign included 12 Komito, the tv station manager. Bell & Howell, Chicago, announces portable version of Miracle 2000 tape recorder model teasers, 172 spot announcements, 15 incorporating four speakers with sound re- musical and sports programs, 12 production described as "unusual" in such weather reports, 49 five -minute news- models. Unit includes two eight -inch "woof- casts and seven hillbilly programs. er" and two electrostatic "tweeter" speakers. Unit has three separate motors as in professional recorders and features "drop -in" ROBERT VAN WORK, president of threading, dual speed operation and pro- Mary Carter Paint Factories, signs for gram indicator for locating recording on sponsorship on WTVJ (TV) Miami tape. Price is $299.95. of three Sunday afternoon CBS pro Avco Mfg. Corp., N. Y., announced its re- football games. In back are John S. search and advanced development division, Allen (1), WTVJ vice president in will construct a $15 million research and de- ': charge of sales, and Win Clark, sta- velopment center at Wilmington, Mass. tion account executive who sold spon- Standard Electronics Corp., Newark, N. J., sorship of the games. announces shipment of 500 watt transmitter to CHEK -TV Victoria, B. C.

Page 104 December 3, 1956 BROAUCASIitiC, Il-i.r( iiNG PROFESSIONAL SERVICES

Smith Announces Formation Of Research Consultant Service MAXIMUM POWER ESTABLISHMENT of a new broadcast research consultant service for station man- WIBW -TV is now operating on the top limits of power agement effective Dec. I, with headquarters allowed in Minneapolis, has been announced by by the FCC -a smashing 316,000 watts. Charles H. Smith, research director of WCCO-AM -TV that city and veteran in the radio -tv MAXIMUM II l:IG II'l' industry. Already WIBW -TV's antenna is at its limit of height - Mr. Smith announced he will 1010 feet above the rolling Kansas prairie. continue to serve as consultant to WCCO and WCCO -TV and that his services MAXIMUM t; t)V l:1i.A G l: have been retained MR. SMITH by the J. H. Whit- ney & Co. stations -KOTV (TV) Tulsa, KGUL -TV Galveston (Houston), WISH - WISH-TV Indianapolis, WINT (TV) Water- loo (Fort Wayne) and WANE Fort Wayne, both Indiana. Establishment of the business by Mr. Smith was attributed to a "realization of the increasing need of stations for more and better research on a scale short of providing their own research departments." Mr. Smith has been chairman of Televi- sion Bureau of Adv.'s Research Committee since April and recently served on Adv. Research Foundation committees dealing WIBW -TV absolutely dominates 20 Kansas Counties. with radio -tv problems. We lay down a clear picture for beyond Kansas City Burke, Grove to D. C. Law Firm into a DOW, LOHNES & ALBERTSON, Wash- and St. Joseph, Mo., total of 586,022 TV homes. ington radio -tv law firm, announced that Check the new A.R.B. for the TopekAREA. See the attorneys Julian Burke and William J. Grove have joined the firm. Mr. Burke, a 1954 across -the -board preference for WIBW -TV. Georgetown U. Law School graduate, was law clerk to Circuit Judge E. Barrett Pretty- man and to Supreme Court Justice Stanley F. Reed before joining the Washington law TOPEKA, KANSAS firm. Mr. Grove, a 1941 Temple U. (Phil- Ben Ludy, Gen. Mgr. adelphia) Law School graduate, was assist- CBS ant general counsel, Federal Power Com- WIBW & WIBW -TV in Topeka ABC mission, 1953 -56. KCKN in Kansas City PROFESSIONAL SERVICES PEOPLE Rep: Capper Publications, Inc. Albert W. Bates elected vice president of Selvage & Lee Inc., public relations firm with offices in Washington, N. Y., and Chicago. Robert Queen, staffwriter, Journal of Com- merce and freelance tv writer, to Greater New York Fund as radio -tv director. Edward McDonald, news- special events director, WAKR Akron, Ohio, to Carl Byoir & Assoc., New York. James W. Blackburn, Blackburn -Hamilton Co., station broker firm, hospitalized in Buf- falo, N. Y., (Mercy Hospital), with heart attack described as mild. Mr. Blackburn, suf- United Press news produces! fered attack Nov. 20. PROFESSIONAL SERVICES SHORTS David J. Jacobson & Co. and Smith, Rose & Co. have merged to become United Public r Relations Inc. David J. Jacobson, president and Harold A. Smith, vice president. Ad- dress of new firm is 120 E. 56th St., N. Y. 22. Telephone: Plaza 1 -3950. BROADCASTING TELECASTING December 3, 1956 Page 105 INTERNATIONAL GREAT BRITAIN'S TV HOMES UP 25% SINCE ADVENT OF COMMERCIAL TV THE NUMBER of television homes in Great receive both services, viewing to [independ- Britain increased by 25% during the first ent television] is between two and three year that commercial television was in opera- times as great as viewing to BBC and, indeed, tion there, and the average tv home -since occasionally exceeds this ratio." In London it's had a choice -has almost consistently in September, for instance, the average home spent more time with commercial tv than spent 2.3 hours per weekday watching ITA, with the state -owned, noncommercial British as against 0.8 hours with BBC. Broadcasting Corp. The study shows that "women tend to pre- Data to support these conclusions is con- dominate" in the commercial tv audience. LI) tained in a compilation of audience research A Nielsen study in London during July information, Measuring Up, prepared by showed that children form the biggest blocks A. C. Nielsen Co. Ltd., British arm of A. C. between 4 and 6 p.m. (41 % of the audience Nielsen Co. between 4 and 5 p.m., 48% between 5 and Compared with U. S. ownership and view- 6 p.m.), but women lead from then on, rising ing patterns as reflected in Nielsen measure- from 42% of the 7 -8 o'clock audience to ments in this country, however, the British 47% between 10 and 11 o'clock. Men com- not only fall short of the U. S. in percentage prise 36% of the audience at 7 -8 p.m. and of tv- equipped homes, but also lag in average gradually increase to 45% at 10 -11 p.m. hours of viewing within the homes that are equipped. Consumer Products Dominate Measuring Up places the number of tv More than 60% of all commercial time in homes in Britain at 6,040,000 as of Septem- the three areas-London, Birmingham and ber 1956. This represents 41.6% and com- Manchester -is sponsored by general con- pares with 4,820,000 or 33.3% in September sumer goods. In London, for instance, house- 1955, when independent (commercial) tv hold commodities were represented in 20% N was getting started there. In the U. S., there of the total commercials delivered; beverages N were almost 35.5 million tv households last in 16 %, food in 14 %, and toilet prepara- W March, representing 73% of the country's tions in 11%. Substantially the same pattern was o total, and Nielsen figures for September 1956 found in the two other areas, although put the tv homes total at 37.7 million. "food" edged out "household commodities" Total tv ownership in British areas served for first place in Manchester. (Comparable by Independent Television Authority, ac- data for the U. S., according to Nielsen cording to Measuring Up, runs 6% to 7% spokesmen, is not available for publication). higher (in relation to total homes) than in Measuring Up shows the 15- second spot Great Britain as a whole. Example: Esti- to have gradually established itself as the mates for September 1956 indicated that most frequently used commercial length in 47.4% (or 3,683,000) of all homes in the the London area and the booklet points out ITA areas had television sets, as against the that "the same trend is noticeable in the -According 41.6% reported for Great Britain as a whole. shorter experience of Birmingham and Man- to the chester, especially Manchester." In London Home Viewing About Same a year ago, 60- second announcements rep- Record" While British set ownership has gained resented 33% of the commercials; 30- second Continuities for January steadily, the average viewing time per home spots represented 26% ; 15- second spots, 18 %; 7- second spots, 9 %, and other lengths, A almanac . a has changed little. As a "brief, general daily .. each 14%. For June-August 1956, the 15- second five - minute program packed answer," the Nielsen booklet reports that the average tv home in Britain watches televi- length was first with 30 %; 30- second spots with information about the im- were next with 27 %; 60- second spots had portant happenings throughout sion "from three to five hours a day." But breakdowns on viewing in the three prin- dropped to 16 %; 7-second announcements the world. represented 11% and all January's "According to the cipal ITA -BBC cities show it generally to be others totaled Record" includes stories about well under five hours -in September in Lon- 16 %. the Panama Canal, George don, for example, weekday viewing per home Washington, Buffalo Bill, "The per day is shown as 3.1 hours, as against Burning of the Clavie," and 3.0 in September 1955; in Birmingham, other significant and entertain- where ITA has been operating a shorter MP/ Peo/ple. ing highlights and sidelights of time, it was 3.6 as against 4.4 in February. the years past. and in Manchester, newest ITA area, 3.4 BMI's "According to the Rec- against 3.5 in May. Listen I/¡/1E ord" package contains a full In the U. S., Nielsen figures show viewing month's supply of continuities averaged 4.43 hours per home during Sep- Highly commercial . . . tember (based on a seven -day week compu- Now in its 12th successful year. tation), and Nielsen authorities report that For sample scripts please write in other months of the year U. S. viewing to to Station Service Department per weekday runs one to two hours over the w figures for London, which went from Sep- p tember 1955's 3.0 hours per home per weekday to a high of 4.3 in February and since 61RMINGHAM BROADCAST MUSIC, INC. then have ranged between 3.0 and 3.5. The September data in Measuring Up THE Voice OF ALABAMA 589 FIFTH AVE., NEW YORK 17, N.Y. makes it clear that "in every area, both on NEW YORK CHICAGO HOLLYWOOD TORONTO MONTREAL weekends and weekdays, in homes able to John Blair & Co.

Page 106 December 3, 1956 BROADCASTING TELECASTING Regular Programming Begun owned and have a monopoly in broadcasting. By CHEK -TV Victoria, B. C. The group which has drafted the inquiry CHEK -TV Victoria. B. C., was scheduled to is doubting Bavarian Radio's right to use its begin regular programming Saturday on ch. facilities for commercial purposes. The 6 with 1.8 kw video power. The station will claim is based upon a legal regulation which be on the air eight hours daily, carrying forbids relay lines (operated in Germany by three hours of network shows, an equal postal authorities) to be used for commercial amount of syndicated films and two hours purposes without express sanction from the of local live programs. however. neither Jim Burke, KMBC -KFRM Special Events Government. Latter was, Director. has something extra special in The station occupies a new $90,000 build- requested nor granted. his nightly feature "Showtime." Platters and patter -interspiced with celebrity in- ing covering 6,950 sq. ft., and the main stu- Second part of the inquiry deals with the terviews -create a New Sound that is dio has an area of 3.000 sq. ft. CHEK -TV "legal instability" which is noted in German drawin. new listeners. will be able to carry live network shows via a Broadcasting. German Government is re- microwave link. quested in the inquiry to create a clear legal in field by having the New Sound of The ch. 6 outlet is headed by David M. situation the broadcasting Armstrong, owner- manager of CKDA Vic- Bonn officials either sanction the commercial operations of the existing monopoly sta- toria. Other officers include Vice President - tions, take commercial tv away from them General Manager Charles R. White, former and give a of private KMBC-KFRM manager of KLEW-TV Lewiston, Idaho: to future net stations or forbid commercial broadcasting altogether. Secretary- Treasurer Dr. M. M. Mathisen: The big news in Kansas City radio is the New Sound on KMBC -KFRM! By com- Sales Manager Doug W. Keough, former Bavarian Commercial Tv Begins pletely overhauling old programming con- sales manager of CJLH -TV Lethbridge. cepts, KMBC -KFRM have introduced a new Alta.; Program Director Robert Hallock, THE COMMERCIAL segment in Bavarian type of radio service that's tailored to with Radio's schedule operation registered ap- today's audience demands. New variety, who formerly held the same position new personalities, new formats, new impact KLEW -TV, and Promotion Director Harry proximately 55% of Bavaria's tv homes -they're all woven into every hour of every O. Watts, formerly with CKY Winnipeg, tuned in to the program during its first week broadcast day. This inspired local program- Man. of operation. According to Infratest, Ger- ming, combined with the best from the ABC Network, produces radio that sells An affiliate of CBC, CHEK -TV is repre- man rating service, cost per thousand view- as it serves! Your Peters, Griffin, Wood- sented by Tv Reps. Ltd. and Forjoe and has ers for the 30- second commercials the first ward, Inc. Colonel can tune you in on the a highest one -time hourly rate of $210. night of commercial tv in Bavaria was the New Selling Sound of KMBC -KFRM. equivalent of about $4.75 in U. S. money. oil City per thousand sets reached was KMBC Kansas Bavarian Radio's Commercial Tv Cost $13.33. Costs went up at the second night to $5.95 KFRM An the State of Kansas Questioned in Bundestag Inquiry and $16.20, respectively. Commercials are A GROUP of 16 Bonn Bundestag (lower confined to start and end of the 30- minute in the Heart of America delegates have prepared an inquiry commercial slot in BR's schedule. Programs to the government concerning the recent in- range from German version of $64,000 troduction of commercial television. Inquiry Question (only $1,400 in Bavaria) to sports is scheduled to be discussed in the Bunde- and detective drama. stag shortly. Introduction by Bavarian Radio and Radio British Order Ampex Recorders Free Berlin of commercial segments into LONDON'S Commercial Television News coverage area has their otherwise non -commercial schedules reports that Ampex's video tape recorder has met fierce opposition from various quar- will be utilized in British television. Ac- ters as existing stations are not privately- cording to the newspaper, both Assoc. Redif- 1,102,500 fusion Ltd. and British Broadcasting Corp. people who spend have ordered sets from Ampex costing $75,- 000 each. Bill Cheevers, A -R chief engineer, plans a trip to the U. S. next month to see $1,339,059,000. the video tape in action. (Total retail sales. S. M. Buying Power) FM INTERNATIONAL PEOPLE Major James Baxter, chairman of board, McKim Adv. Ltd., Toronto, retired. Mr. Baxter has been in advertising business for 11'I'' past 40 years. s INTERNATIONAL SHORTS 4 Reasons Why Nestle (Canada) Ltd., Toronto. Ontario. has The foremost national and local ad- appointed F. H. Hayhurst & Co. Ltd., To- s year after 111111 vertisers use WEVD ronto and Montreal, to handle nine of its MI year to reach the vast Jewish Market food products, and E. W. Reynolds Ltd., To- SO ronto, to handle five. Oof Metropolitan New York MI 1. Top adult programming CKSF Cornwall, Ontario, has issued rate impact MS 2. Strong audience card No 12, effective Jan. 1 with base of loyalty 3. Inherent listener $60 for one hour class A time. or® 4. Potential buying power cam Send for a copy of Broadcast Advertising Bureau, Toronto, On- dealers "WHO'S WHO ON WEVO" tario, mailing to automobile brochure Ill pointing out size of Canadian radio audience Director imamsialealle Henry Greenfield, Managing as prospective car buyers. Promotion em- ® WEVO 117.119 West 46th St., phasizes number of radio listeners who listen New York 19 while they drive. ERO\DC \STING TELECASTING De( ember 3. 1956 l'agc 107 IN THE PUBLIC INTEREST

Aid to Civil Defense Education effect this all- industry cooperation has had in reducing any need for the government it- Los Stations Given by Angeles self to enter the mass communication busi- EIGHTEEN area radio stations and the ness as a commercial customer. seven Los Angeles tv stations are aiding the Edwin W. Ebel, vice president in charge Los Angeles City Office of Civil Defense in of advertising and consumer relations for educating the public to civil defense. General Foods Corp. and chairman of the In addition to making a strong pitch for council's radio -tv committee, announced the a locally-produced brochure, "Stay Alive," selection of Walter Bunker, vice president of the broadcasters are informing the public Young & Rubicam, Hollywood, as chairman as to the "sound" and meaning of attack of the Hollywood radio -tv committee suc- warning sirens, a strong departure from the ceeding Frederic W. Wile Jr, former pro- general policy of the past, which forbade gram vice president of NBC Pacific Div. the use of emergency sirens on the air. Success of the "Register and Vote" campaign HE'S "DOING A Maurie Webster, director of operations for and other drives receiving heavy support KNX and the Columbia Pacific Radio Net- from broadcasters and sponsors was related work and chairman of the Southern Cali- by Gordon C. Kinney, radio -tv director, and FINE JOB" FOR fornia Broadcasters Assn. Civil Defense Robert Coleson, Pacific Coast representative, Committee, said that "lead -ins" to prevent both Advertising Council. OSCAR MAYER IN any "scare" are included in the warning During discussion to widen the exposure transcriptions. of Advertising Council messages, Wayne In addition to donating substantial Tiss, manager of BBDO's Hollywood office, CHICAGO, MILWAUKEE, amounts of air time, the stations have backed noted radio's growing audience and warned production-wise. against overlooking and other midwest markets the civil defense campaign the medium in the tv Frank Goss of KNX and Pat Bishop of KFI rush. He suggested mailing materials directly 117 half hour TV films recorded 30 anouncements for radio and to disc jockeys in addition to normal station Complete sponsor list and other data on request. filmed five spots for tv. KABC -AM -TV pro- mailings. vided studio facilities and NBC the sound effects. The spots cover such subjects as ac- Holman Again to Head Crusade tion to be taken after the warning sounds, EUGENE HOLMAN, board chairman, the contents of emergency food supplies and Standard Oil Co. of New Jersey, has ac- use of the family car in an emergency. cepted the chairmanship of the Crusade for Freedom, parent organization of Radio Free WHAS -AM -TV Show Distributes Europe, for the second year. Arthur W. 31 Grants to Charitable Groups Page, director and former vice president of THIRTY-ONE Crusade for Children grants American Telephone & Telegraph Co., was 10 E. 44th St., New York 17, OXford 7-5880 were distributed to charitable organizations elected president, succeeding William A. in Kentucky and Southern Indiana in a Greene who has resigned. Elected executive special broadcast a fortnight ago by WHAS- vice president of Crusade for Freedom was AM-TV Louisville, Ky., entitled "Crusade John M. Patterson, a former U. S. State Report." Dept. official, and more recently an official This year's Crusade for Children was of Colonial Williamsburg Inc. staged in Louisville on Sept. 22 by means of duPont Awards CARE Seeks Ad Council Support 16 -hour tv and radio marathon, and contributions totaled $187,060. To the net pro- THE Advertising Council last week was ceeds was added $5,959 in saving from pre- asked to support a $2 million campaign DEADLINE vious grants. to aid refugees and victims of the Hungarian As a result, Kentucky agencies received a revolt, by Cooperative for American Remit- total of $152,185 in grants and Indiana tances to Everywhere Inc. (CARE). In ef- December 31 is the final agencies got $12,404. The Welfare Funds of fect, CARE asked the council to lend its Theatre Authority received a donation of weight to the charitable organization's drive date for forwarding pres- $12,867 under the required agreement that to make CARE packages available inside of visiting per- in support of governed the appearance Hungary proper. First internal Hungarian entations formers and $15,561 went for program ex- distribution of food parcels was made nominations for the 1956 penses. Thanksgiving Day, and subsequent aid in the form of food and clothing is being extended radio and television awards Tv Filmed Programs Double daily in Austrian and Yugoslav refugee Their Public Service Spots centers. The campaign will mark the first of the Alfred I. duPont time in seven years that has be- TWICE as many filmed tv programs pro- CARE gone hind the Iron Curtain. Awards Foundation. duced by Hollywood for network exposure have public service spots this year as before the Advertising Council reported Monday Presentations should be ad- at a West Coast meeting to encourage even wider support of council campaigns. The dressed to the Curator, of film shows, particularly syn- mechanics STARK dicated packages with multiple sponsors, pro- HOWARD E. Alfred I. duPont Awards vide the biggest problems since the pattern COSSTATIONS and FINANCIAL for live tv and radio has been perfected, it BROKERS Foundation, Washington and TELEVISION was acknowledged. RADIO The conference, attended by Hollywood EL 5.0405 and Lee University, Lex- 58th STREET officials 50 EAST radio -tv agency executives, network 22, N. Y. ington, Virginia. and producers, heard James Lambie Jr., NEW YORK special assistant to the White House, relate the importance of the voluntary campaigns to the U. S. government and the desirable

I Page 108 December 3, 1956 I AWARDS 11 U.S. Stations Cited The Biggest ' %_ in Detroit! By AP For News Work ELEVEN U. S. broadcasting stations have been cited by the Associated Press for providing "many early tips and follow -ups . . . [and] producing outstanding beats." At an annual AP Managing Editors Assn. in Philadelphia, last month, these stations were among the AP members receiving citations, awarded annually to those "who DANCE FAN go far beyond the usual obligations of mem- PARTY CLUBS bership to supply AP with news and pictures." In making the awards, A. M. Glass - berg, chairman of the APME Citations Com- mittee and an executive of the Everett, Wash., Herald, noted that one -sixth of the 1956 awards went to broadcasters. He asked, "is there cooperation between radio CELEBRITY INTERVIEWS TEEN AGE HOST stations, tv stations and newspapers? The

answer is in the affirmative . . . such cooperation reached a new high this year." BUD DAVIES draws crowds wherever he goes . . . whatever he does. Those cited included: And on CKLW radio and CKLW -TV he receives hundreds of letters each KDDD Dumas, Tex.. and KFDA -AM- day requesting everything from a fan club card to the products he adver- TV Amarillo, Tex., for providing sufficient tises. Bud's 'teen ager audience influences the buying of everything from information on the Dumas, Tex., explosion, charm bracelets, to home improvements, to soft drinks, in the Detroit permitting AP to score a news beat. Men- market. If you want to sell it . . . let Bud tell it. tioned were KFDA-AM -TV news director Jack James and KDDD's Les Sabo. KICD Spencer, Iowa, in cooperation CKLW -TV CKLW with the Spencer Daily Reporter for Channel 9 800 KC "achieving a victory for the right to know," 325,000 Watts 50,000 Watts that is arousing sufficient community senti- GUARDIAN BLDG. DETROIT 26, MICH. ment opening to the public, sessions of the ADAM YOUNG, IN C. National Representative Spencer City Council, and sharing this enterprise with AP members. WSVA Harrisonburg, Va.. for covering the death of Sen. Alben W. Barkley during his speech at a mock Democratic Party convention and making a tape recording of expert tv lightin his last words available to AP members. Mentioned for "exceptional work:" WSVA news director Wip Robinson. KAGH Crosett, Ark., and owner -man- low cost . . . ager Julian Haas for "alertness in the station's own area and awareness of AP needs" flexible in the shooting of a Louisiana state trooper and the death of four in a highway accident. WCTW (FM) New Castle, Ind., in One of the largest suppliers of cooperation with the Courier - Times, owner - temporary lighting facilities operator, for scoring a 40- minute beat on the anywhere in the U. S. and rioting at the Perfect Circle Corp., and feed- ing the story on successive days to AP mem- Canada. bers. Mentioned: WCTW's news director Jamie Cunningham and manager Howard A. Rental equipment Service in- White. cludes installation and removal KSCO Santa Cruz, Calif., KUHM Eureka, Calif., and KMYC Marysville, at one low cost. Calif., for "extraordinary service" on the free estimates

BRONSON HONORED Write for Free Catalog of Equipment EDWARD H. BRONSON, NARTB tv code affairs director, was named Catholic Man -of- the -Month for De- cember by National Council of Cath- JACK A. FROST olic Men. Announcement was made in Catholic Men, council's official pub- Department BT lication. Award was made for "an 234 Piquette Ave. excellent job in a tough assignment." Detroit 2, Michigan

BROADCASTING TELECASTING December 3, 1956 Page 109 I AWARDS 11 1955 California floods. Mentioned: KSCO news director Gloria Lorenzo, KMYC program director Bill Cleveland, and KUHM program -news director Frank Brown. KGW Portland, Ore., in cooperation with the Portland Oregonian and Oregon Journal, for keeping a steady flow of details and photographic coverage coming to AP BEATS members of the amateur mountain climbing disaster atop Mt. Hood in the summer of 1955 that accounted for the loss of several COMPETITION teenagers. WTMJ -AM -TV Milwaukee in cooperation with the Milwaukee Journal "for the BY 195% alertness of WTMJ's Ross Brewender and the Journal's Harry Hill" in supplying information and pictures on the Lake Michi- EXECUTIVE vice president of KFH IN/ gan dredge disaster to AP members. Wichita, Kan., since 1929, Marcellus M. Murdock receives a service pin COLUMBUS National Safety Council Seeks from John Rigby, of Beverly Hills, Radio -Tv Safety Award Entries Calif., company president, at the organization's board of directors' meet- Details ENTRIES for non -competitive public inter- ing a fortnight ago. With them (1) is upon request est awards to radio -tv networks and stations Frederick Bullard, of Tucson, Ariz., a Source: ARG and other public information media for "ex- director. Mr. Rigby has been president ceptional service to safety" last year are being accepted by the National Safety Coun- of KFH since he founded the broad- cil. casting company in 1925. Deadline for entries has been advanced to Feb. 1, 1957, to speed up issuance of AWARD SHORTS awards for radio -tv networks and stations and for five other categories: advertisers, Tom Chauncey, executive vice- president - daily and weekly newspapers and syndicates, general manager, KOOL -AM -TV Phoenix, Ariz., awarded document by Gov. Ernest 10 E. 44th St., New York 17, OXford 7 -5880 consumer and trade magazines, outdoor and transportation advertising companies. Blanks W. McFarland for "KOOL -TV's news serv- may be obtained from the council at 425 N. ice and its excellent coverage" of statewide Michigan Ave., Chicago, and entries may events. be self -made or submitted by any "logically James H. Connolly, vice president -general associated group or individual." Awards manager, KGO-AM -TV San Francisco, re- probably will be announced next April. A ceived citation from Redwood Empire Assn. board of judges will be set up for radio-tv- for having "contributed materially to the the station advertiser groups. progressive development of Redwood Em- that made Simultaneously, the council announced pire, both sides of the Golden Gate Bridge." that, at the request of the Alfred P. Sloan KGW Portland, Ore., cited by Associated ROANOKE Foundation, it will again administer the Pre'ss Managing Editors Assn. for "outstand- Sloan Radio -Tv Awards for highway safety, ing membership participation." selected by a jury from among recipients of VIRGINIA'S WSAZ -TV Huntington, W. Va., has won interest certificates in the radio-tv- public Wiedemann Award for 1956 given by Wiede- 1 advertiser categories. They are expected to NO. mann Brewing Co. for station's "outstanding announced next May. Blanks may be be merchandising service." TV MARKET obtained from NSC. Another set of awards, for farm safety, WWVA Wheeling, W. Va, honored by local 73.2% were presented to radio -tv stations and farm Community Chest at a luncheon for "suc- newspapers during the National Assn. of cessful conclusion of its silver anniversary station share Television and Radio Farm Directors' annual drive for funds" in that area. of sets ... (ARB) convention in Chicago [BT, Nov. 26]. Jay E. Raeben, writer for ABC -TV's Medi- cal Horizons received Russell L. Cecil Award WSLS -TV WDBJ Roanoke, WRAD Radford for Science Writing in Rheumatic Diseases CHANNEL 10 Win Virginia's Freeman Awards for his script, "Arthritis, The Sly Crippler." ROANOKE, VA. WDBJ Roanoke and WRAD Radford are winners of the Douglas Southall Freeman awards for public service through radio \\ journalism presented Virginia stations by the Virginia Associated Press Broadcasters BATON ROUGE Assn. Presentations were made at the asso- the ciations semi -annual meeting at Roanoke a fortnight ago. OK Negro Radio Buy WDBJ received the award in the metropolitan station class for its 15- minute Satur- day night shows explaining to its audience Rep esented Nationally- Avery- Knodel, Inc. the report of the Virginia Public Education (Gray) Commission. WRAD won in the non -metropolitan class with a series of public service entries.

Page 110 December 3, /956 BROADCASTING TELECASTING A monthly situation repot

present and planned tv stat . sT TELESTATUS and television network sh.

December 1956 PINE BLUFF- KR/LA -TV (6) KATV (7) ABC; Avery -Knodel; 160,080; N; KTVR (2) Blair Tv Assoc.; 399,864; N; $500 Total U. S. Stations on Air: 490 $450 GRAND JUNCTION+ - (Commercial: 468; Educational: 22) TEXARKANA- KREX -TV (5) NBC. CBS, ABC; Holman; 19,2 KCMC-TV (6) (See Texarkana, Tex.) $120 Total Cities with Tv Stations: 310 . MONTROSE- CALIFORNIA KFXJ -TV (10) (Satellite of KREX -TV Grr Total Tv Homes: 35,495,330 BAKERSFIELD- Junction) (Advertising Research Foundation, March, 1956) KBAK -TV (29) ABC. CBS; Weed; 100,000; $300 154,720; N; PUEBLO- KERO -TV (10) NBC; Hollingbery; . KCSJ -TV (5) NBC; Pearson; 56,312; $155 $500 CONNECTICUT HOW TO READ THIS LISTING BERKELEY (SAN FRANCISCO)- KQED (4,9) B RIDGEPORT- Each station or grantee is listed in the CHICO- WICC (43) ABC; Young; 72,340; $200 70,- WCTB (71) 1 /29 /53- Unknown city where licensed. KHSL -TV (12) CBS, ABC; Avery -Knodel; HARTFORD- 900: $250 Triangle (P.): station on air with reg- . WHCT (18) CBS; CBS Spot SIs.; 351,581; $650 CORONAI'- WCHF 024) 1/29/53- Unknown ular programming. Date of grant is KCOA (52) 9/18/53- Unknown WTIC -TV (3) 7/25/58 (construction prohibit- shown for permittees, followed by EUREKA until completion of deintermixture rulemala planned starting date when known. KIEM -TV (3) CBS, ABC, NBC; Blair Tv Assoc.; ing) 35,000; $250 NEW BRITAIN- Channel number is in parentheses, fol- FRESNO- . WKNB -TV (30) NBC; Bolling; $373,596; N; $601. lowed by national network affiliations KFRE -TV (12) CBS; Blair: 252,300; N, LF. LS; NEW HAVENt- $650 and sales representatives, estimated sets WNHC -TV (8) ABC. CBS; Katz; 948,702. N I P' KJEO (47) ABC; Branham; 178.000; N, LL, LS; LS; $800 in coverage area and station's highest KM00 WELL -TV (59) H -R; 8/24/53- Unknown one -time hourly rate. JTV (24) NBC; Raymer; 178,000; N, LF. LS: $550 NEW LONDONf- Set figures are provided by stations. KVVG (27) (See Tulare, Calif.) WNLC-TV (26) 12/31/52- Unknown Queries on set figures should be directed KBID -TV (53) See footnote NORWICHt- WCNE (63) 1 /29 to stations. LOS ANGELES /53- Unknown N. KABC -TV (7) ABC; Katz; 2,580,884: $2.000 STAMFORDt- Asterisk (): noncommercial outlet. KCOP (13) Petry; 2,580,884: $1,250 WSTF (27) 5 /27 /53- Unknown KHJ -TV (9) H -R; 2,580,884; N; $1,500 Dagger CO: not interconnected. N, WATERBURY- KNXT (2) CBS; CBS Spot Sls.; 2,580884; WATR -TV (53) ABC; Stuart; 217.554; Data on station color equipment: N, LS, LF, LL; $3,200 $200 equipped for network color; LS, local KRCA (4) NBC: NBC Spot Sls.; 2,580,884; N, DELAWARE LL, LS, LF; $3,600 WILMINGTON- color slides; LF, local color film; LL, KTLA (5) Raymer; 2,580,884; N. LS. LI', LL; WPFH (12) Raymer; 2,051,000; N; LS, LF; local live color. $1.000 K$TTV (II) Blair; 2,580,884; $2,000 DISTRICT OF COLUMBIA KBIC -TV (22) 2/10/52- Unknown ALABAMA MODESTOf- WASHINGTON- (14) 2/17/54-Unknown WMAL -TV (7) ABC; H -R; $1,200 ANDALUSIA}- KTRB-TV WRC -TV (4) NBC; NBC Spot SIB.; 754,000; N; . WAIQ (2) OAKLAND (SAN FRANCISCO) - $1.250 BIRMINGHAM- Channel Two Inc. (2) Initial Decision 6/20/56 WTOP (9) CBS; CBS Spot SIs.; N, WABT (13) NBC, ABC; Blair; 370,000; N; $800 REDDING- LF, LS; $1,800 WBIQ 010) KVIP (7) NBC; Branham; 65,000; N; $225 WTTG (5) Weed; 700,000; $600 WBRC -TV (6) CBS; Katz; 370,000: N; $850 SACRAMENTO WOOK -TV (14) 2/24/54 -Unknown WJLN -TV (48) 12/10/52- Unknown KBET -TV (10) CBS; H -R; 386,550; N, LF, LS; FLORIDA DECATUR- $700 DAYTONA 160,000; BEACH}- W$oL -TV (23) NBC, CBS; McGillvra; 32,500; KCCC -TV (40) ABC; Weed; $450 WESH -TV (2) Petry; 60,000; N; $200 KCRA -TV (3) NBC; Petry; 354,401; N, LF, LS; DOTHAN- $750 FORT LAUDERDALE- WITV (17) 386,000; $500 WTVY (9) CBS. ABC; Young; 42,500; N; $150 KGMS -TV (46) 3/2/56- Unknown ABC; Forjoe; MOBILE- SALINAS (MONTEREY) FORT MYERSf- - 349,924; WINK -TV (11) CBS, ABC; McGillvra; 23,500; N. WALA -TV (10) NBC, ABC; H -R; 192,000; N; KSBW -TV (8) CBS, ABC, NBC; H -R; $450 N; $350 $150 WKRG -TV (5) CBS; Avery- Knodel; 167,000; SAN DIEGO - FORT PIERCEt- N; $450 KFMB -TV (8) CBS; Petry; 449,928; N; $900 WTVI (19) 4/19/55- Unknown MONTGOMERY- KFSD -TV (10) NBC; Katz; 400,000; N; $800 JACKSONVILLE- WCOV -TV (20) CBS, ABC; Raymer; 78.500; N; SAN FRANCISCO- WJHP -TV (36) NBC, ABC; Petry; 107,750; N; WS00 . KGO -TV (7) ABC: Blair; 1,283.097: $1.700 FA -TV (12) NBC; Katz; 148,969; N; $450 KPIX -TV (5) CBS; Katz; 1,263,097; N, LF, LS; 10. WMBR -TV (4) CBS, ABC; CBS Spot Sls.; MUNFORDt- $1,700 246,384; N; $750 WTIQ (7) KRON -TV (4) NBC; Peters, Griffin, Woodward; Unknown SELMAf- 1,263.097; N, LS, LF, LL; $1.500. WFGA- TV 8/31 56; Unknown53- WSLA (8) 2/52/54- Unknown KSAN -TV (32) Stars National; 325,000; $225 MIAMI- KBAY -TV (20) 3/11/53- Unknown WCKT (7) NBC; NBC Spot Sls.; 376,000; N, ARIZONA SAN JOSEt- LF, LS $950 FLAGSTAFF WGBS -TV (23) CBS; Katz; 278,869; N; $350 - KNTV (11) Bolling; 140,000; $250 WTHS -TV (02) KOLF-TV (9) 5 /29 /56- Unknown SAN LUIS OBISPO- WTVJ MESA (4) CBS; Peters, Griffin, Woodward; (PHOENIX)- KVEC -TV (6) ABC, CBS; H -R; 102,986; $200 380,000; N, LL LF, LS; $1,000 KVAR (12) NBC; Raymer; 148,880; N; $450 SANTA BARBARA- WITV (17) See Dort Lauderdale PHOENIX - KEYT (3) NBC, ABC, CBS; Hollingbery; 227,- WMFL (33) 12 /9 /53- Unknown KOOL -TV (10) CBS; Hollingbery; 175,000; N; 918: $450 MIAMI BEACH - $500 STOCKTONt- WKAT Inc. (10) Initial Decision 3/30/55 KPHO -TV (5) Katz; 146,090; N; $450 (13) 1,131,891; $800 KTVK (3) ABC; Weed; 175,000; N, LF, LS; $400 KOVR ORLANDO- TUCSON TULARE- . WDBO -TV (6) CBS, ABC, NBC; Blair Tv As- - KVVG (27) Bernard; 150,000; $325 soc.; 173,692; N; $300 KDWI -TV (9) Headley -Reed; 69,500; N, LF, LS: WEAL -TV (18) 9/21/55- Unknown COLORADO WORZ Inc. (9) Initial Decision 8/10/55 KOP3 -TV (13) CBS; Hollingbery; 58,839: $300 KVOA -TV (4) NBC, ABC; Branham; 58829; COLORADO SPRINGS- PANAMA CITY- N; $300 Bolling; $$17 5250 WJDM (7) ABC, CBS, NBC; Hollingbery; 30.100; PUMA- D-KRO) TV(3)) N C; Perso; 4,O0Ó; $150 KIVA (11) CBS, NBC; Raymer; 30,000; $200 DENVER - PENSACOLA- KYAT (13) 1/25/56- Unknown KBTV (9) ABC; Peters, Griffin, Woodward: WEAR -TV (3) ABC, CBS; Hollingbery; 174,500; 399.864; $650 N; $300 ARKANSAS KLZ -TV (7) CBS; Katz; 399,864; N; $750 WPFA -TV (15) See footnote NBC; NBC Spot SIs.; 399,864; N; EL DORADO - KOA -TV (4) ST. PETERSBURG- KRBB (10) NBC, ABC; Pearson; 55,000; $200 $650 . WSUN -TV (38) ABC; Venard; 215,800; $400 FORT SMITH - TAMPA- KFSA -TV (22) NBC, ABC; Pearson; 40,600; $200 WFLA -TV (8) NBC; Blair; 340,000; N, LF, LS; KNAC -TV (5) H -R SAVE this monthly TELESTATUS section 5600 HOT SPRINGS-. WTVT (13) CBS: Katz; 330,000; N, LP', LS; $600 which is for your convenience. KSPS (9) 2/16/56- Unknown perforated WEST PALM BEACH- IONESBOROT- Additional copies are available. Write . WEAT -TV (12) ABC, CBS; H -R; 90,000; $225 KBTM-TV (8) 1/12/55- Unknown Readers Service Dept., BROADCASTING WPTV (5) NBC, CBS; Venard; 95,000; $275 WIRK -TV (21) See footnote LITTLE ROCK- TELECASTING, 1735 DeSales St., N. W., GEORGIA KARK -TV (4) NBC; Petry; 159,904; N; $450 D. KTHV (11) CBS; Branham; 160,322; N; $450 Washington 6, C. ALBANY}- KATV (7) (See Pine Bluff) WALE -TV (10) ABC, NBC; Venard; 45,000; $200 BROADCASTING TELECASTING December 3, 1956 Page 111 B LOOMINGTON- LOUISVILLE- .- WTTV (4) ABC; Meeker; 523,825; N; $1.000 WAVE -TV (3) NBC, ABC; NBC Spot Sls.; 506; ELKHART (SOUTH BEND)- 966; N; $1,025 WSJV (52) ABC; H -R; 215.814; $300 WHAS -TV (11) CBS; Harrington, Righter & ar TELESTATUS Parsons (last reported set count in July 1952 EVANSVILLE- was 205.544): N; $1,000 . - WFIE (62) NBC, ABC; Venard; 140,000; N; $350 WQXL -TV (41) Forjoe; 1 /15 /53- Unknown WEHT (50) See Henderson, Ky. WKLO -TV (21) See footnote WTVW (7) ABC; Hollingbery; 175,200; $450 45t NE W PORT j'- - FORT WAYNE- WNOP-TV (74) 12/24/53- Unknown GTV (8) 9/5/56- Unknown . WKJG -TV (33) NBC; Raymer; 164.364: N; $450 NTA- WINT (15) See Waterloo O W EN SBORO- tGA -TV (5) CBS; Katz; 578,000; N, LS, LF; WANE -TV (69) Bolling; 9/29/54- Unknown WKYT (14) 3/14/56- Unknown 1,000 INDIANAPOLIS - PADUCAHt- LWA (11) ABC; WLW Sales; 558,000; $900 a- WFBM -TV (6) NBC; Katz; 702,000; N, LL, LF, WKYB-TV (6) 11 /14 /56- Unknown ,SB -TV (2) NBC; Petry; 572,430; N, LS, LF; LS; $1,200 $1,000 WISH- (8) CBS; Bolling; 660,000; N, LF, LS; LOUISIANA ETV (30) 3/21/56- Unknown 1,200 ALEXANDRIA - rATL -TV (36) See footnote W (4) See Bloomington . KALB -TV (5) NBC, ABC, CBS; Weed; 136,400; USTA- Mid -West Tv Corp. (13) Initial Decision 6/7/55 $250 JBF (6) NBC, ABC; Hollingbery; 211.506; N; LAFAYETTE- BATON ROUGE- WFAM -TV (59) CBS, NBC; Rambeau; 115,900; WAFB -TV (28) CBS, ABC; Blair Tv Assoc.; DW -TV (12) CBS; Branham; 182,100; $300 N; $200 104,000; $250 .UMBUS- MUNCIE- WBRZ (2) NBC. ABC: Hollingbery; 196,860; N: DAK -TV (28) NBC, ABC; Headley -Reed; 136,- WLBC -TV (99) ABC. CBS, NBC; Holman, WCÑ0 959; N; 00 Walker; 107,250; N; 5225 S (40) 7/19/56 -July RBL-T (4) CBS. ABC; Hollingbery; 186.407; PRINCETON j'- LAFAYETTE- N; $400 WRAY-TV (52) See footnote KLFY -TV (10) CBS; Venard; 72,000; $200 CON - ROANOKE- LAKE CHARLES .VMAZ-TV (13) CBS ABC; NBC (per program WPTA (21) 9/6/56- Unknown: Meeker KPLC -TV (7) NBC, ABC; Weed: 103,005; $250 e- KTAG (25) CBS; Young; 68,648; $150 basis); Avery-Knodel; 117,778; N; $300 SOUTH BEND (ELKHART)- VIEt- WNDU -TV (46) NBC; Petry; 186,000; N; $500 MONROE- .VROM-TV 174,330; 5150 WSBT -TV (34) CBS: Raymer; 206,363; N; $400 . KNOE-TV (8) CBS, ABC, NBC; H -R; 305,000; (9) McGillvra; N; $400 '.VANNAH- TERRE HAUTE- KLSE (13) 12/14/55- December WSAV-TV (3) NBC, ABC; Blair Tv Assoc.; WTHI -TV (10) CBS, ABC. NBC; Bolling; 251,- NEW ORLEANS 970; N; $400 - 150,501: N: $275 WDSU -TV (6) ABC, CBS, NBC; Blair; 407,884; WTOC -TV (11) CBS, ABC; Avery-Knodel: 153,- WATERLOO (FORT WAYNE)- N, LF. LL: $900 352; N; $300 WINT (15) CBS, ABC; H -R; 139,625; N; $400 WJMR -TV (20) CBS, ABC; Weed; 157,782; N; THOMASVILLE (TALLAHASSEE, NA.)- . WCTV (6) NBC, CBS, ABC; Blair Tv Assoc.; IOWA WWCKG (26) Gill-Penis; 4/2/53- Unknown 85,169; $250 AMES- WWEZ -TV (32) 9 /26 /56- Unknown WOI -TV (5) ABC; Weed; 325,000; N; $500 WWL -TV (4) 7/13/56 (Construction prohibited IDAHO until completion of deintermixture rule mak- BOISEt- CEDAR RAPIDS - ing.) ABC; Blair Assoc.; 325,977: KBOI -TV (2) CBS, ABC; Peters, Griffin, Wood- KCRG -TV (9) Tv WYES (8) 2/17/56- February ward; 67,525; $250 N; $350 N. WMT -TV (2) CBS; Katz; 221,795; N; $625 SHREVEPORT- KFDO -TV (7) ABC, NBC; Blair Tv Assoc.; 85,- KSLA -TV (12) CBS, ABC; Raymer; N; 170,000; 000; N; $250 DAVENPORT (MOLINE, ROCK ISLAND)- $400 WOC -TV (6) NBC; Peters, Griffin, Woodward: -TV (3) NBC, ABC; 239,695; N; IDAHO FALLSj'- 317,902; N; $800 KTBS Petry; KID -TV (3) CBS, ABC, NBC; Gill- Perna; 55.- $500 021; $200 DES MOINES - MAINE KRNT -TV (e) CBS: Katz; N; $700 LEWISTONt- WHO -TV (13) NBC: Peters, Griffin. Woodward: AUGUSTA - KLEW -TV (3) CBS, ABC, NBC; Weed; 21.000; 294,000; N, LF, LS; $700 Pine Tree Telecasting Corp. (10) 11/14/56 -Un- $150 (satellite of KIMA -TV Yakima, Wash.) KGTV (17) See footnote known BANGOR- POCATELLOj- FORT DODGE - KSEI -Tv (6) 4/25/56- Unknown KQTV (21) NBC; Pearson; 42,870; $150 WABI -TV (5) ABC. NBC: Hollingbery; 96,000; TWIN N; $300 FALLS} - MASON CITY WTWO (2) Venard; $300 ABC, NBC: Gill -Perna: - CBS; ICLDf -TV (11) CBS, KGLO -TV (3) CBS; Weed; 135,932: $350 LEWISTON- 21,000; $150 OTTUMWA- KHTV (19) 11/9/55-Unknown WLAM-TV (17) See footnote . KTVO (3) (See Kirksville, Mo.) POLAND SPRING- SIOUX CITY ILLINOIS - WMTW (8) CBS, ABC; Harrington, Righter & OOMINGTON- KTIV (4) NBC; Hollingbery; 204,317; N; $350 Parsons; 250.000; $400 WBLN (15) ABC; McGillvra; 54,000; $120 KVTV (9) CBS, ABC; Katz; 179,521; N; $425 PORTLAND- eIAMPAION- WATERLOO - WCSH -TV (6) NBC: Weed; 190,200; N; $400 WCIA (3) CBS, NBC; Hollingbery; 403,370; N; KWWL -TV (7) NBC; Avery -Knodel; 324,866; WGAN -TV (13) CBS; Avery- Knodel; 185,000; $800 N; $500 N; $400 lIICAOO- KANSAS PRESQUE ISLE- WBBM-TV (2) CBS; CBS Spot Sls.; 2,397,500; ENSIGN - WAGM -TV (8) CBS; Venard; $150 N; $3,900 KTVC (6) 1/25/56 -Jan, 15; $101) VBKB (7) ABC; Blair; 2,397,500; $2,400 GOODLAND t'- MARYLAND VGN -TV (9) Petry; 2,397,500; N, LF, LS; $1,800 -TV (10) $200 BALTIMORE- 2,397,500; N, KWGB INBQ (5) NBC; NBC Spot Sls.; GREAT BEND- WARM (13) ABC; Harrington, Righter & Par- LL, LS LF; $4,000 KCKT (2) NBC; Bolling; 176.097; N. LS; $250 sons; 702,606; $1,275 WBAL -TV (11) NBC; Petry; 702,606; N, LL, LS, H?C TVl(26) 1/8/53- Unknown HUTCHINSON (WICHITA) - LF; $1.500 TND -TV (20) 3/9 /53- Unknown . KTVH (12) CBS; H-R; 210,724; N; $575 WMAR -TV (2) CBS; Katz; 702,606; N, LF, LS; OPT (44) 2/10/54- Unknown KAKE-TV (10) See Wichita $1,500 KARD -TV (3) See Wichita WITH -TV (72) Forjoe; 12 /18 /52- Unknown VILLE- MANHATTANt- AN -TV (24) ABC; Everett -McKinney; 50,- WTLF (18) 12/9/53- Unknown KSAC-TV 7 /24 /53- Unknown 7; $150 (4) SALISBURY}- PITTSBURG- WBOC -TV (16) ABC, CBS; Headley -Reed; 56,- IUR- .- KOAM -TV (7) NBC, ABC; Katz; 181,851; $300 590; $200 VP (17) ABC; Bolling; 190,000; $350 TOPEKA- MASSACHUSETTS STON j'- WIBW -TV (13) CBS, ABC; Capper; 586,022; N; BOSTON- 'LE (32) 8/12/53- Unknown $550 WBZ -TV (4) NBC; Peters, Griffin, Woodward; ..,aRISBURGt- WICHITA (HUTCHINSON)- 1,420,106; N. LS, LF; 52,250 . WSIL -TV (22) ABC; Walker; 30,000; 5150 KAKE-TV (10) ABC; Katz; 260,000; N; $425 e . WGBH -TV (2) N, LL, LF, LS PEORIA- KARD -TV (3) NBC; Petry; 265.430; N, LL, LI% WNAC -TV (7) CBS, ABC; H -R; 1,420,106; N: WEEK -TV (43) NBC; Headley -Reed; 244,420; N; LS; $550 KTVH (12) See Hutchinson WMUR -TV (9) (See Manchester. N. H.) TVH (19) CBS, ABC; Petry; 244,420; N; $450 KEDD (16) See footnote WXEL (38) 10/12/55- Unknown WIRL-TV (8) 6/27/56 (Construction prohibited KENTUCKY WJDW (44) 3/12/53 -Unknown until completion of deintermixture rulemak- Greater Boston Tv Corp. (5) Initial Decision ing) ASHLANDt- 1/4/56 (59) 8/14/52- Unknown QUINCY (HANNIBAL, MO.)- WALN-TV Petry; BROCKTON j'- WGEM -TV (10) NBC, ABC; Young; 153,000; N; HENDERSON (EVANSVILLE, IND.)- WHEF-TV (62) 7/30/53- Unknown WEHT (50) CBS; Young; 150,000; N; $400 KH50 CAMBRIDGE (BOSTON) - QA -TV (7) See Hannibal. Mo. LEXINGTON t- WTAO-TV (56) See footnote ROCK ISLAND (DAVENPORT, MOLINE)- WLEX -TV (18) NBC, ABC, CBS; Bolling; $190 GREENFIELD --- WHBF -TV (4) CBS, ABC; Avery -Knodel; 317,- WLAP -TV (27) 12 /3 /53- Unknown WRLP (58) 7/5/56- January (Satellite of WWLP 420; N; $800 Springfield, Mass.) OCKFORD- PITTSFIELDt- WREX-TV (13) CBS, ABC; H -R; 278,004; N; WMGT (19) ABC; Walker; $250 (Temporarily $450 New Tv Stations off air because of wind damage.) VTVO (39) NBC; Headley -Reed; 116,000; $250 SPRINGFIELD- N; $400 VGFIELD- THE following tv stations started regular WHYN -TV (55) CBS; Branham; 225,000; p` ICS (20) ABC, NBC; Young; 103,580; $250 WWLP (22) NBC, ABC; Hollingbery; 230,000: N. HAY -TV (2) 6/27/58 (Construction prohib- programming within the past month: LS; $600 ted until completion of deintermixture rule- 6) Victoria, B. C.; WORCESTER - -taking.) Pearson CHEK -TV (ch. WWOR-TV (14) See footnote ,NAt- KICA =I V (ch. 12) Clovis, N. M.; KNAC- WAAB -TV (20) Forjoe; 8 /12 /53- Unknown 'AL -TV (12) TV (ch. 5) Ft. Smith, Ark., and KWG13- MICHIGAN INDIANA TV (ch. IO) Goodland, Kan. ANN ARBOR- tRSONt- WPAG -TV (20) Everett -McKinney; 31,000; $150 :BC -TV (61) 3/16/56- Unknown WUOM -TV (26) 11 /4/53- Unknown 112 Décember 3, 1956 BROADCASTING TELECASTING o: RAY CITY (MIDLAND, SAGINAW)- MONTANA ITHACAt- WNEM -TV (5) NBC, ABC; Headley -Recd: 580.- BILLINGSt- WHCU-TV (20) CBS; 1/8/53- Unknown 536; N, LF, LS; $690 a- KOOK -TV (2) CBS, ABC, NBC; Headley -Reed; WIET (14) 1 /8 /53- Unknown CADILLAC- 28,500: $150 LAKE PLACID (PLATTSBURG)- -TV (8) 11 /23 /55- Unknown WWTV (13) CBS. ABC; Weed; 388,305; $300 KGHL WPTZ (5) NBC, ABC; Blair Tv Assoc.; 150,000 BUTTEt- (plus 350.000 Canadian coverage); $300 DETROIT- (4) ABC; No $100 WJBK -TV (2) CBS; Katz. 1,600.000; N, LL; KXLF -TV estimate given; NEW YORK- '. GREAT FALLSt- $2.200 '. WABC -TV (7) ABC; Blair; 4,730,000; $4,150 WTVS (56) KFBB -TV (5) CBS, ABC. NBC: Blair Tv Assoc.; WABD -TV (5) Weed; 4,730.000; N, LL, LF. LS WWJ -TV (4) NBC: Peters, Griffin. Woodward: 35,000; $150 1,600,000; N, LF, LS; $2.400 KALISPELLt- WCBS TV (2) CBS; CBS Spot SL.; 4.730,000. N, WXYZ -TV (7) ABC; Blair: 1.600,000; N: $1,800 KGEZ-TV (8) Cooke; 7/19/56-Unknown LS, LF. LL; $8.000 CKLW -TV (9) CBC: Young; 1.568.000; $1.100 MISSOULA- WOR -TV (9) WOR -TV Sls.; 4,730.000; $2,000 (See Windsor, Ont.) KMSO -TV (13) CBS. ABC. NBC; Gill- Perna: WPIX (11) Peters, Griffin, Woodward; 4,730,000; WBID -TV (50) 11 /19/53- Unknown 32.000; $150 $2.000 EAST LANSINGt- NEBRASKA WRCA -TV (4) NBC; NBC Spot Sls; 4,730.000; WKAR -TV (60) N, LS, LF, LL; $9,200 HASTINGS - WATV (13) See Newark, N. J. FLINTt- KHAS -TV (5) NBC; Weed: 80.180: N: $200 WREG (25) 8/14/52- Unknown WJRT (12) 5/12/54- Unknown HAYES CENTERt- WNYC -TV (31) 5/12/54- Unknown GRAND RAPIDS- KHPL-TV (6) (Satellite of KHOL -TV Hoi- POUGHKEEPSIE- . - WOOD -TV (8) NBC, ABC; Katz: 583.788: N: drege) WKNY-TV (66) See footnote 21,175 KEARNEY (HOLDREDGE)- WRECK (29) 9/2/54- Unknown ROCHESTER- KHOL -TV (13) CBS. ABC; Meeker: 125,000 '. WROC -TV (5) NBC. ABC; IRONWOOD (includes satellite -TV); N; $300 Hollingbery; 365,000 - KHPL (plus 75,000 Canadian coverage); N $800 WJMS-TV (12) 11/30/55- Unknown LINCOLN - WHEC -TV (10) CBS, ABC; Everett -McKinney; KALAMAZOO- KOLN -TV (10) ABC, CBS; Avery -Knodel; 327.000; N; $700 . - WKZO -TV (3) CBS, ABC; Avery -Knodel; 156,319; $400 WVET -TV (10) CBS, ABC; Bolling; 327.000; N, 602,760: N; $1,100 KUON -TV (12) LF, LS; $780 LANSING- OMAHA- WCBF -TV (15) 5/10/53- Unknown *. WJIM -TV (6) NBC, CBS, ABC; Petry; 451,000; KMTV (3) NBC, ABC; Petry; 381,764; N, LL, WROH (21) 7/24/52- Unknown N; $1,000 LS. LF; $900 SCHENECTADY (ALBANY, I. WOW TROY)- WTOM -TV (54) See footnote -TV (6) CBS; Blair; 381.764; N: $850 WRGB (6) NBC; NBC Spot Sls.; 503,000; N; MAROUETTEt- KETV (7) 4 /27 /58- Unknown $1,350 WDMJ -TV (6) Weed SCOTTSBLUFFt- SYRACUSE- KSTF (Satellite PORT HURON - (10) KFBC -TV Cheyenne) WHEN (8) CBS, ABC; Katz; 380,000; N; $850 WHLS-TV (34) 11/14/56- Unknown NEVADA WSYR -TV (3) NBC; Harrington, Righter & SAGINAW (BAY CITY, MIDLAND) HENDERSON (LAS VEGAS) - Parsons; 457,770 N, LS, LF; $900 WKNX -TV (57) CBS, ABC; Gill-Perna; 160,000: a'.3 T J TV (2) NBC, ABC; Pearson; 30.000; N; WHTV (43) 9 /18 /52- Unknown N; $375 $225 UTICA- TRAVERSE CITY - LAS VEGAS - WKTV (13) NBC, ABC, CBS; Cooke; 211,000; N; WPBN -TV (7) NBC; Holman; 61.002; 5144 KLAS -TV (8) CBS; Weed; 35,000; $250 $550 Henderson NORTH CAROLINA MINNESOTA KS HHO -TV ( (13S )ForForjoe; 900; $200 ASHEVILLE- RENO AUSTIN - WISE -TV (62) CBS, NBC; Bolling; - KOLO -TV (8) CBS ABC, NBC; Pearson: WLOS 38,000: $150 KMMT (6) ABC; -Knodel; 115,126; $200 54.010; -TV (13) ABC, CBS; Venard; 342,000; N; Avery $300 $400 DULUTH (SUPERIOR, WIS.)- KAKJ (4) 4 /19 /55- Unknown CHAPEL HILLt- KDAL -TV (3) CBS, ABC; Avery- Knodel; NEW 127.500' HAMPSHIRE WUNC -TV (4) WDSM- (6) See Superior, Wis. KEENEt- CHARLOTTE- WKNE-TV (45) 4/22/53- WFTV (38) See footnote Unknown WBTV (3) CBS, ABC, NBC; CBS Spot Sls.; MINNEAPOLIS -ST. PAUL - MANCHESTER (BOSTON)- 528,210; N, LL, LS, LF; $1.000 KMGM -TV (9) Branham: 632.000: $600 ). WMUR -TV (9) ABC (CBS, NBC per program WQMC (36) See footnote toKSTP -TV (5) NBC; Petry; 688,558: N. LS. LF: basis); Forjoe; 1.127,959; $600 Piedmont Electronics & Fixture Corp. (9) Initial $1,550 MT. WASHINGTONt- Decision 8/2/55 WCCO -TV (4) CBS; Peters. Griffin, Woodward: WMTW (8) See Poland Spring, Me. DURHAM- N, IL: $1,475 NEW .. WTVD (11) ABC; Petry; 278,971; N; $550 WTCN -TV (11) ABC; Katz: 615.000: $800 JERSEY ASBURY FAYETTEVILLEt- KTCA (2) 6 /20 /56-Unknown PARKt- WRTV (58) See footnote WFLB -TV (18) ABC, CBS, NBC; Biern- Smith; ROCHESTER- 51,600; $120 e- KROC -TV (10) NBC, ABC; Meeker; 117,000; N; ATLANTIC CITY - GASTONIAt- $250 WOCN (52) 1/8/53- Unknown MISSISSIPPI WHTO -TV (46) See footnote WTVX (48) 4/7/54- Unknown CAMDENt- GREENSBORO- 811OXIt- WFMY -TV (2) WVMI (13) Initial Decision 6/5/56 WKDN-TV (17) 1/28/54- Unknown CBS, ABC; Harrington, Righter NEWARK (NEW YORK & Parsons; 454,234; N, LF, LS; $650 COLUMBUSt- CITY)- GREENVILLE- 45,000: 0. WATV (13) Fojoe; 4,730,000; $2,000 WCBI -TV (41 CBS. NBC; McGillvra: WNCT (9) $150 NEW BRUNSWICKt- CBS. ABC; Pearson; 179,908; N; $350 NEW HATTIESBURG- WTLV 019) 12 /4/52- Unknown BERNt- WDAM -TV (9) NBC. ABC; Pearson: 68,000; N: WNBE- (13) 2/9/55- Unknown NEW MEXICO RALEIGH- $175 ALBUQUERQUE JACKSON- - '. WNAO -TV (28) CBS, ABC; Forjoe; 140,125; N; KGGM -TV (13) CBS; Weed; 77,643; N; $300 WR25 .- WJTV (12) CBS, ABC; Katz; 155,000; $360 KOAT -TV (7) ABC; Hollingbery; 87,774; N; 175.000; N; $360 $360 AL -TV (5) NBC; H -R; 6/27/56- December; WLBT (3) NBC; Hollingbery; KOB -TV (4) NBC; Branham; 77,643; N; $300 $600 MERIDIAN- CARLSBAD- Headley - WASHINGTON- WTOK -TV (11) CBS, ABC, NBC; KAVE -TV (6) CBS; Branham; 30,000; $150 84,216; N; $250 WITH (7) NBC; Headley -Reed; 163,564; N; $325 Reed; CLOVIS- WILMINGTON- WCOC -TV (30) See footnote KICA -TV (12) Pearson; $150 '. WMFD -TV (6) NBC, ABC, CBS; Wagner TUPELO- ROSWELL- -Smith WTWV (9) NBC; Young; $150: December Assoc.; 94,600; $250 e' KSWS -TV (8) NBC, ABC, CBS; Meeker; 34,687; W INSTON- SALEM- $250 MISSOURI WSJS -TV (12) NBC; Headley -Reed; 572,966; N; CAPE GIRARDEAU- SANTA FE- WT00 KFVS -TV (12) CBS. NBC; Headley -Reed; 155,- KVIT (2) 1/25/56- February OB -TV (26) ABC; Venard; 133,720; $200 N; 400; $400 NEW YORK NORTH DAKOTA COLUMBIA - KOMU -TV (8) NBC, ABC; H -R; 101,246; $250 ALBANY (SCHENECTADY, TROY)- BISMARCK - WCDA (41) CBS; Harrington, Righter & Par - KBMB -TV (12) CBS; Weed; 24,800; N; $150 HANNIBAL (QUINCY, ILL) Sons; 200,000; N; $400 KHQA-TV (7) CBS; Weed; 149,060; N; $350 KFYR -TV (5) NBC, ABC; Blair Tv Assoc.; WTRI (35) ABC: Venard; 180,000; 5400 31,350; $200 WGE55 -TV (10) See Quincy. Ill. WPTR -TV (23) 6/10/53- Unknown JEFFERSON CITY- WTVZ (17) 7/24/52- Unknown DICKINSON - KRCG (13) CBS, ABC; Blair Tv Assoc.; 104.000; BINGHAMTON- KDIX -TV (2) CBS. ABC, NBC; Holman; 18.- $250 WNBF -TV (12) CBS, ABC, NBC: Blair: 441.430: 000; $150 JOPLIN- N; $1,000 FARGO- -TV (12) CBS; Venard; 116,000; N; $250 WINR -TV (40) 9/29/54- Unknown WDAY -TV (6) NBC, ABC; Peters, Griffin, KSWM N; KANSAS CITY- WQTV (46) 8/14/52- Unknown Woodward; 92,679; $400 KCMO -TV (5) CBS; Katz; 600,268; N; $1,200 BUFFALO- GRAND FORKS - KMBC -TV (9) ABC; Peters, Griffin, Woodward; ". Wass-TV (4) CBS; Harrington. Righter & KNOX -TV (10) NBC; Rambeau; 37,000; N; $200 600,268; N, LS, LF, LL: $540 (half -hour) Parsons; 551,954 (plus 663.446 Canadian cover- MINOT- WDAF-TV (4) NBC; Harrington. Righter & age); N, LS, LF, LL; $950 ). KCJB-TV (13) CBS, NBC, ABC; Weed; 30,000; Parsons; 600,268; N, LS, LF; $1,060 WBUF (17) NBC; NBC Spot Sls.; 178,100; N: KIRKSVILLE- WO00 KMOT (10) 10/5/55- Unknown KTVO (3) CBS, NBC; Bolling; 222.954; N; $300 E -TV (2) ABC: Peters, Griffin, Woodward: WILLISTONt- 551,871 (plus 585.607 Canadian coverage); $950 KUMV-TV 7/19/56- December ST. JOSEPH - WNYT-TV (59) 11/23/55-Unknown (8) (partial satel- Assoc.; 163,210; lite of KFYR -TV Bismarck) e. KFEQ -TV (2) CBS; Blair Tv WTVF (423) 7/24/52- Unknown $350 Great Lakes Tv Inc. (7) Initial Decision 1/31/56 VALLEY CITY - ST. LOUIS - CARTHAGE (WATERTOWN)- KXJB -TV (4) CBS; Weed; 130,000; N, LF, LS; KETC (9) $450 ABC, NBC; NBC Spot Sis.; WCNY -TV (7) CBS. ABC (NBC per program KSD -TV (5) CBS, 118.840 953.226; N, LS, LF; $1,200 basis); Weed; 80,000 (plus Canadian OHIO KTVI (36) ABC, CBS' Weed; 422.422; $400 coverage); $200 (4) CBS. ABC; Katz; N; $1.500 AKRON- KWK -TV ELMIRA- WAKR -TV (49) ABC; SEDALIAt- WTVE (24) ABC NBC; Forjoe; 35.000; $150 Weed; 174,066; $300 $200 WYSE -TV (18) NBC; Harrington, Righter & ASHTABULAt- KDRO-TV (8) Pearson; 57,000; WICA-TV SPRINGFIELD- Parsons (Satellite WYSR -TV Syracuse) (15) See footnote '. KTTS -TV (10) CBS; Weed; 111,148; N; X250 HAGAMAN- CANTONt- KYTV (3) NBC; Hollingbery; 108,396; N; $275 WCDB (29) (satellite WCDA Albany. N. Y.) WTLC (29) 3/22/56- Unknown BROADCASTING TELECASTING December 3, 1956 Page 113 COMPARATIVE NETWORK SHOWSHEET SUNDAY MONDAY TUESDAY WEDNESDAY ABC CBS NBC ABC CBS NBC ABC CBS NBC ABC CBS NBC Stsnd.ltrands Wesson Oil Gen. Mills Noon aliant Lady Tic Tan \suant lady Tic Tae Vattel)) (ad Tic Tac Lefs Take Dough Dough Dntrglt A trip Amer. une Amer. I home AnuvAinme 12.15 Products L l'ndurts Prrodnrla L Love of Lire love of Life lave of I.ife P &G 12:30 Kellogg Search Search for Search Wild for for Bill Tomorrow /l Gould Tomorrow !! Could Be Tomorrow I[ Could I I ickok P.& 1.71uid- Be You At: Luu - You RtG Guid- Be You 12:45 ing Light ing Light L ing Light F I. 'I he Heckle 1:00 and Jerk le W. Crnnkiln W. Crnnkit+ W. (Ironkite CtwtmnShow 1:nlnr :I {lnrT I:ItrT 1:IÚ .nTi ñIf Be Counted Be 1:15 Swerts Co. Br connlrn j d Counted A\W-F S S S

1:30 Face Frontiers 1 &G As The P &(: As The IVorld As The //te or Failh orld Turns World Na/ion L \\ 1:45 Turns Sus Turns

Best Foods Gerber 2:00 Seven -Up (alt. wks.) (alt. wka.) 2 P No Net. Our Misa Our Mim Our Miss To Concl. Service Brooks F Brooks Brooks 2:15 F F Philip Morris National Art Art Art 2:30 Brewing Youth or Te Linkletter's Tennessee Tennessee A merican Linkletter's Ernie Ford Ernie Ford Linkletter's Ernie Ford Gillette House Party I loose )'arty I loose Party American Oil Forum Show (See Shots Shore L (See L L (See 2:45 Polstatt Footnote) Footnote) Footnote) L Brewing Gebel 3:00 Brewing Colgate Big Payoff Colgate Pabst Outlook (Sus.) Brewing LAP Big Payoff NBC NBC Big Payoff NBC 3:15 Bnrgemnstcr Matinee Matinee Matinee Brewing Afternoon Theatre Afternoon Theatre Afternoon Theatre Standard 161 Muttal Film (Partici- Film (Pnrlici- Film (Partid- 3:30 Johns of Indiana (alt.. Sun.) Festival Bob Crosby pating) Festival Bolt Crosby pating) Festival Bob Crosby talina) Hopkins Chevrolet Zoo F&L (.See Foot- o lor L FA L (See Foot- Color L FA1, (See Foot- Color L File 7 Dealers of Parade Participating notes) Participating notes) Participating notes) 3:45 L Pittsburgh L A F (sec footnote) (see footnote) (see footnote) r4peedway PAO Regional IÚ I'M; The Brighter 4:00 Professional The Brighter The Brighter College Press queen Dia Queen ha Conference Football Qrrn Gen. Motors ores For A Am. home For A Am. ome For A 4:15 Wide Wide Pr. Secret Day l'r. Secret Day I Pte World Storm Participating Storm Participating Storm et Participating L L 4:30 CIBA Aledicnl P &G FAG P&G The CBS ALT The Edge 'the Edge The Edge l lorizons Modern of Night o,ert m rar 4:45 L Sunday of Night Romances Romances of Night Rommncrs Nases Ir. Citrus Wash. Square L 5:00 Dean & Pike (st. 12/16) Comedy Comedy Comedy Topper 7ime Time Time Manta Mickey Mickey L Mouse r lt Mickey F 5:15 Mouse Mouse Club Club Club (see (are (see 5:30 (st. 12/16) footnote) footnote) footnote) Mr. Boing Heinz F F F Bring Capt. Gallant 5:45 Color Film VEHING Johns Man- Bell ville 6:00 Telephone Pan Amer. SyvLent et the Telephone Press 6:15 Time L

Prudential Gen. 6:30 Air Foods )toy Rogers \Vhitehall Power \\'hitelsall nues 6:45 News News L L L l' qq,y Gordon 11kg. Gordon Skit. :orlon Itkg Pesant General Kukla. Fran Kukla. Fran Kukla. Fran 7:00 Campbell Foods Butter Soup A 011ie &011ie & 011ie AskedIk od (tenant Whitehall ws Lassie F Lancers M hileha 7:15 For It Daly -News News Daly -News News Daly -News F F (Sus.) or ola Am. Tobacco K ú% Whitehall \ icks. Lewis - Planters Ralston- Johnson A King General Mille 7:30 Pri. ate naynnhre Johnson (Alt. wks.) llowe L Eddie Holier Pllarmnceu- Secretary \boats ['striae Cole Kellogg J. Wintere (told (Alt. wks.) Gen. Electric American The lirals (All. wks.) Circus Boy Journey Studebaker Name That emìT in4dn- Giant 71717.71177 7:45 F \\ ildroot News Cheyenne Motors Step Jack Iteuny Roh. 'food F (Alt. nits.) Tune Band Miha tat. Ted Mack Cara. an News L American News Chraehrough 1 Amateur armour Producers' 11.J. Reynolds /airy Caravan L Ind. Carnation Pond's Speidel Derby h nods 8:00 (lour (Alt. wks.) Shnwcaee Conflict (Alt. wks.) Bristol Myra. Gen. Foods Mercury Cellucotlon M-q+10 Amnia Pures Disneyland (Alt. wks.) L Div. of Polaroid Dainty General Mills (Ail. wks.) Ihrem Jergens Barns A 1 wk. of 4) F Phil Big Surprise Holliday 8:15 The Ford Brown A Thomas Silvers F L Arthur Motor Co Show F Allen F Whitehall F' Lever F Godfrey The Stove Allen I.pin. Gen. \till, P&G Show Scott Lvr: Sir Lancelot 1. & \syers 8:30 Corn Prods. Pd Sullivan Show Firestone wks.) (Alt, wks.) Am. 'tobacco (Alt. mer. u aw. P &G Alas U. Father Prias Show L Voice of Toni Co. (Alt. wks.) ShcaRer Factor S. Rubber Pillsbury Known Conference L Firestone ')tons Wyatt Earp l'he Brothers Noah's Ark Navy Log (alt.) 8:45 L Talent Stanley F (F) Best L Scouts F F Kellogg F' e P&G Iles a Eastman 9:00 Gen. Elect. Co-op (Alt. wits.) Pharmaceu. P &G Colgate G E Goodyear Life Is Worth (Alt. wks.) Revlon Gen. Electric Jane Kodak 1 Herb Shriner Ozzie The Theatre Corp. Gen. Foods Can Do Broken \\ yman Adv. of l.i.Lng 1 L ItlLllinnaire Kraft F lave Lucy Arrow & llerriet 9:15 (alt. with) F F F Foods Aluminium, F Ltd Alcoa TAP% isfun Itristol- S.C. Johnson R. J. Theatre TV General 9:30 Union Alyen Dodge Foods Johnson du Pont (Alt. wks.) Ford Reynolds L Hitchcock Playhouse Plymouth Was d u l'ont Pet Milk Armstrong Ford 'theatre I've Got Carbide December Cork Theatre Law rence Bride alt. with Theatre Red Skelton F A Secret 9:45 F' F' L Armstrong L Omnibus W.Ik F Schick Circle TI ire P. Lorillard Co-op Revlon Kaiser 10:00 L l'A n ''op Tunes Robert Aluminum (Alt. wks.) and It's The 861.01)0 P&G 1levlon Loretta Montgomery Polka Question I lour General This Is Young New Talent Westing- )'resents L Pabst Electric The 161 000 (L) Time Your Life L 10:15 Challenge F house L Brewing Co. 20th Cntry. .iggett A M. Mennen Co. Foz flour u ee \WIWs Owl Studio One (Alt. wks.) \\ ednesday (Alt. wks.) 10:30 ier Cigars' Frigidaire Lanolin Plus Night Fights U. S. Steel Pharmaceu- (Alt. wks.) National L 1)o You Break U. S. Heel Inc. Remington Bowling Trust Your The Bank Steel Hour Twenty One 'S.AE What's Champions Wife? L F TELECAST I N THURSDAY FRIDAY SATURDAY ABC CBS NBC ABC CBS NBC ABC CBS NBC MORNING Toni Gen. \pilla Noon (Alt. wks.) Tic Tae Valiant Lady Tic Tar Cowboy Valiant Lady Dough Dough Theater SATURDAY AM Amer. Ifnme Amer. orne L National F Products Products Dairy 12:15 CBS: Capt. Kangaroo. Brown love of Isle flue Iiig Shoe Co., Bauer & Black, love of I.ife Top P &G hior 12:30 Ludens, Ideal Toy, Mighty Search for It Could Search for It Could Ate. Mouse Playhouse, 10:30 - 11 Tomorrow Br You Tomorrow Be You Whack a.m., General Foods. alt. P&G Guid- L P &G (bod- L 12:45 ing light weeks; Colgate; Winky Dink ing Light and You sus. 11 -11:30 a.ro.; Gen. Mills 1:00 Tales of Texas Ranger, Gen- \V. (Alt.) Nestle \V. Crotkitr Cronkite Co.. The eral Mills, alt. weeks Sweets I:I1 I:IíT Lone. Hellger Co., 11:30 -12 noon. if Be Couard If Re Cnunled F 1:15 .S S As The P &G 1:30 NBC: Pinky Lee Show, 10- World As The 10:30 a.m.; I Married Joan. Tiens World 10:30 -11 a.m.; Fury (General Turns 1:45 (Sus.) Foods), 11 -11:30 a.m.; Uncle Johnny Coons, 11:30 -12 noon. 2:00 Our Afin Our .Miss Brooks F Brooks F SUNDAY AM 2:15 CBS: Lamp Unto My Feet, 10- Art 10:30 a.m.; Look Up And Live, At Tennessee Tennessee Linkleuer's Linkletter'e 2:30 10:30 -11 Three, Ernie Ford ]louse Party Ernie Ford a.m.; Camera linee Party 11:30 -12 Show, (See Shoo, noon; UN In Action, Footnote) L Footnote) L 2:45 11 -11:30 a.m.

3:00 MONDAY -FRIDAY AM Big Payoff Colgate (off. 12/15) (Sue.) Big Payoff NBC NBC CBS: Good Morning, 7 -8 a.m.; Matinee Matinee 3:15 Captain Kangaroo. 8 -9 a.m. Theatre Theatre Pro. (participating sponsors); (Partici- Afternoon (Partici- Afternoon Basketball 10 Film Bolo Crosby pating) Film Bob Crosby pating) 3:30 Garry Moore, M -Th., -10:30 Festival (See Foot- Color L. Festival (See Color L Football a.m.; Fri., 10 -11:30 a.m.; Ar- notes) le&L Footnotes) Games thur Godfrey, M -Tit., 10- Participating Participating, 3:45 10:30; (see footnotes); Strike P &G It Rich, 11:30 -12 noon. (sec footnote) The Brighter (see footnote) The Brighter 4:00 Da Queen Day ueen Wme For A Am. ¡loam For A NBC: Today, 7 -9 a.m. (partic- l'r. Secret Day Pr. Secret. Day 4:15 ipating sponsors); Ding Dong Storm Participating Storm Participating School. 10 -10:30 (see footnotes); Ernie Kovacs Show, P &G 4:30 10:30 -11 11 -12 P &G The Edge a.m.; Home, The Edge Modern of Night Modern noon (participating sponsors). of Night Romances Romances 4:45 L

Comedy Comedy 5:00 Tiene Mickey F Mickey F' 5:15 blouse Mouse Club Club (Son (see 5:30 FOOTNOTES: Footnote) footnote) Explanation: Programs In F Italics. sustaining; Time, ES'l', 5:45 L, live; F, bim; K. kinescope recording; E, Eastern network; M, Midwestern.

6:00 ABC-Afternoon Film Festival, klon. -Fri. -Exquisite Form, 6:15 Union Underwear. Norwich Pharm. Mickey Mouse Club, klon. -Fri. 5 -8. Am. Par., 6:30 Armour. Bristol -Myers, Carna- tion, Coca -Cola, Gen. Mitts, Labs, Minnesota Whitehall News Mattel, Stiles News L 6:45 Mining, SOS, Pillsbury Mills. L Peter Shoe Co. Gordon 1ikg. Gordon like. 7:00 Kukla, Fran I azel Bishop Kukla, Fran & Otbe Brat l'ho CBS -Carry Moore 11. -Fri. 15 & 011ie min. segmente sponsored by hiteholl News Clock No Net 7:15 Duly -News 1. Campbell Soup, lever Eros., Daly-News Ness Service Toni. General Mills, Best L Chevrolet Planters Eddie Fisher Foods. Hut roe, Yardley, Quaker Ilinal Shore National Cnlgntr- Sylvania Reynolds 7:30 Gen. Mills Show L Ifisenit Bristol -Myers, Staley, Chev- I late Co The Toni Swift & Co. Iii,, Pahnoli yr rolet, SOS, Swift & Co. Sgt. Preston Friend News Buccaneers People Are The I nor Tin Tin \ly Evinrudo 7:45 Ranger of the Y uknn News F Flick, Caravan L Funny F Arthur Godfrey M.-Thurs. 15 F F Caravan I, min. segments sponsored by Ilnyunlds tes ,lo- Chreebroogl Knapp Gulf Monarch Co. Sunbeam 8:00 Bristol Myers, Standard Am. l'Ivmouth Pond's Gen. Foods nett I, Metal You Bet Chiale I'. Inrillnrd Gold Seal Brands, Norwich Pharm Spec. ( Colgate Am. West Point Life of Miley Famous Film Slmonis, Ikob Your I ife Jim Bowie Iinlmn Nnxzema Pillsbury, Kellogg, F F Festis al General Foods, Itrman Ind. Cummings F K Innrx 8:15 American Home, Jackie RCA Scott Paper. Ilartx Show le (F) Schick Gen. Foods Toni Gleason S A 1I Green 8:30 Chevrolet Ford Motor lorillero Show Stampa House Party -15 min. segments Cirons Chesterfield Kellogg, Lever, Chrysler Dragnet Crossroads Zane Grey Walter Perry Como sponsored by F F Theatre \\Togh]] Pillsbury. Swift. Campbell Atmore 1. 8:45 Climax Soup, Simonie. Standard Brands. L P &G R..I. Reynolds alt. Mogen Davi Borden Co. ( All. wks.) Campbell Nestle 9:00 Bob Inln. segments Shower Treasure I.ever Quaker Oats Crosby -15 The People's C'gete l' olive Dodge Gale Storm sponsored by Gerber Prod., R. J. of Stars Bunt The On 'l'rinl It. T. Babbitt Choice L Div. Show Procter & Gamble, General Reynolds F' Crusader K nomork 9:15 F The Wesson 11111s, Wesson Oil, Rest Foods, Lawrence Toni, Brown A Williamson, Wire Service Welk Ford Sterling Schlitz Am. Tobacco PAG Caesar's 9:30 SOS, Swift & Co., Mentholatum. F Tenn. Ernie Drug Itrewing \ ick, Show ItnyI Dour Bristol Myers Ford Show The Vise 9'he Schlitz Big Story Jeanoie L F l'Inyhouse L L (Alt. wks.) 9:45 Singer C 1856 by Broadcasting Brown & I \I Emerson I)rg. f Armour Publications, Inc. \Vilfiamson Gillette Lentherie All. wks. (alt.) Ronson -Wkly (Alt. wks.) Am. Chicle Lever Plymouth Cavalcade Masquerade Iirtnington Pet Milk P&G of Sports Party Rased George l';ehel & Co-Op Bros. Ray Line Up Gunemoke F OROACCA1TING Playhouse 90 Lux Anthony TIJBCAITING Ozark Video Show Am. Tobacro Jubilee L Theatre Amer. Oil Hazel Bishop L I lamm State Farm on December 3, 1956 Time You're Lambert Bed Barber's Your Own Your Person To Corner L 10.45 ALTOONA- SIOUX FALLS- WFBG -TV (10) CBS. ABC, NBC: Blair: 478.916: KELO -TV (11) NBC, ABC, CBS; H -R; 183,917 sr TELESTATUS $750 (includes satellite KDLO -TV Florence); $450 «>y . .... BETHLEHEM- isasa?:zow ' ...... v....e '<,zly .r.,ae>..:v.`>.<.`°;...::: TENNESSEE .::,.<.:., . WLEV BRISTOLt- * -TV (51) NBC: Meeker; 89,307; N; $200 WCYB -TV (5) (See Bristol, Va.) EASTONt- CHATTANOOGA CINCINNATI- WGLV (57) ABC; Headley -Reed; 94,635; $175 - WCET (048) WDEF -TV (12) CBS, ABC; Branham; 210,716: ERIE- N; $450 WCPO -TV (9) ABC; Blair; 850,800; N; $1,200 e' WRGP WKRC -TV (12) CBS; Katz; 662,236; N; $1,000 * WICU (12) NBC, ABC; Petry; 223,500; N; $700 -TV (3) NBC; H -R; 197,390; $400 WLWT (5) NBC; WLW Sls.; 487,000; N; $800 WSEE (35) CBS, ABC; Avery -Knodel; 164,000; JACKSON- WQXN -TV (54) Forjoe; 5/14/53- Unknown $250 WDXI -TV (7) CBS, ABC; Headley -Reed; 104,- CLEVELAND- HARRISBURG- 500; N; $200 . WEWS (5) ABC; Blair; 1.225,000; N; $1,000 WCMB -TV (27) Forjoe; $200 JOHNSON CITY- KYW -TV (3) NBC; Peters, Griffin, Woodward; e. WHP -TV (55) CBS; Bolling; 241,449; 5325 * WJHL -TV (11) CBS, ABC, NBC; Pearson; 185.- 1.174,004; N; $1,800 WTPA (71) ABC; Harrington, Righter & Par- 316; $250 (film) WJW -TV (8) CBS; Katz; 1,146,150; N; $1.700 sons; 242,000; N; 5350 KNOXV ILLE- WERE -TV (65) 6/18/53- Unknown HAZLETONt- WATE -TV (6) NBC; Avery -Knodel: 176,399: N: WHK -TV (19) 11 /25 /53- Unknown WAZL-TV (63) Meeker; 12/18/52- Unknown $600 COLUMBUS- JOHNSTOWN- WBIR -TV (10) CBS; Katz; N: $600 e- WTVK (26) ABC; Pearson; 156,400; N; $360 .WBNS -TV(10 I CBS; Blair; 510,400; N; $825 WARD -TV (56) ABC, CBS; Weed: $200 WLWC (4) NBC; WLW Sls.; 361,000; N; $800 WJAC -TV (6) NBC, CBS, ABC; Katz; 1,026,839; MEMPHIS- WOSU -TV (034) N, LI,, LS, LF; $1,000 WHBQ-TV (13) ABC; H -R; 465,011; $800 WTVN -TV (6) ABC; Katz; 381,951; $600 WKNO LANCASTER (HARRISBURG, YORK)- -TV ('10) DAYTON- WGAL WMCT (5) NBC; Blair; 465,011; N; $900 -TV (8) NBC, CBS; Meeker; 917,320; N, WREC -TV (3) CBS; Katz; 465,011; 5900 . WHIO -TV (7) CBS; Hollingbery; 637,330; N; LS. LI': $1,200 WLAN -TV (21) 11/8/56- Unknown NASHVILLE- r WLWD (2) ABC, NBC; WLW Sls.; 332,000; N; LEBANONt- * WLAC -TV (5) CBS; Katz; 303,000; N; $750 WSIX -TV (8) ABC; Hollingbery; 380,000; $425 WIFE (22) See footnote WLBR-TV (15) See footnote WSM -TV (4) NBC; Petry; 272,856; N, LF. LS; ELYRIAt- NEW CASTLE - $825 WEOL-TV (31) 2/11/54- Unknown WKST-TV (45) See footnote TEXAS LIMA- PHILADELPHIA- ABILENE- WIMA -TV (35) NBC, CBS. ABC; H -R; 76,487; * WCAU -TV (10) CBS; CBS Spot Sis.; 2,094,852; KRBC -TV (9) NBC, ABC; Pearson; 56,131; $225 $150 N, LF, LS; $3,250 ALPINE - MANSFIELDt- WFIL -TV (6) ABC; Blair; 2,233,835; N, LL. LS, KAMT-TV (12) 13/30/56- Unknown WTVG (36) 6/3/54- Unknown LF; $3,200 AMARILLO- WRCV-TV (3) NBC: NBC Spot Sls.; 2,088,318; MASSILLONt- N, LL, KFDA -TV (10) CBS, ABC; H -R; 89.497; $300 LF, LS; $3,200 KGNC -TV (4) NBC; Katz; 89,497; N; $390 WMAC-TV (23) Petry; 9/4/52- Unknown WHYY -TV 035) 3 /28 /56- December OXFORD WPHD (23) 9/28/55- Unknown AUSTIN - WMUB-TV- 014) 7/19/56- Unknown WSES (29) 3/28/56- Unknown KTBC -TV (7) CBS, ABC, NBC; Raymer: 162: 946; N; $400 STEUBENVILLE (WHEELING, W. VA.)- PITTSBURGH - WSTV -TV (9) CBS. ABC; Avery -Knodel; 1; KDKA -TV (2) NBC, CBS, ABC; Peters, Griffin, BEAUMONT- 062,886; N; $450 Woodward; 1,200,000; N: $2,000 KFDM -TV (6) CBS, ABC; Peters, Griffin, Wood- WTRF -TV (7) See Wheeling e- WgENS (16) ABC, CBS, NBC; Branham; 435,000; ward; 115,151; N; $350 TOLEDO- KBMT (31) See footnote * WSPD -TV (13) CBS, ABC, NBC; Katz; 406.000; WQED 013) BIG SPRING - N; $1,000 WIIC (11) CBS; Blair; 7/20/55 -Unknown e'KBST -TV (4) CBS (ABC per program basis); WTOH -TV (79) 10/20/54- Unknown WTVQ (47) Headley -Reed; 12/23/52- Unknown Pearson; 48,953; $150 YOUNGSTOWN- Tv City Inc. (4) Initial Decision 4/23/56 BROWNWOOD- WFMJ -TV (21) NBC; Headley -Reed; 202,771; N; WKJF -TV (53) See footnote KNBT-TV (19) 6/6/58- Unknown $350 READING - BRYAN - r WKBN-TV (27) CBS, ABC; Raymer; 202,534; WEEU-TV (33) See footnote KGTX-TV (3) 11/5/56- Unknown WHUM -TV (61) N; $450 See footnote CORPUS CHRISTI- WXTV (73) 11/2/55- Unknown SCRANTON- * KRIS-TV (6) NBC, ABC; Peters, Griffin, Wood- ZANESVILLE- * WARM -TV (16) ABC; Bolling; 250.000; $225 ward; 80,000; N; LF, LS; $300 WHIZ -TV (18) NBC, ABC, CBS; Pearson; 50.- WGBI -TV (22) CBS; H -R: 310,000; N; $500 e' KSIX -TV (10) CBS; H -R; $250 000; $150 WTVU (44) See footnote KVDO -TV (22) NBC (ABC, CBS per program OKLAHOMA SHARONt- basis); Young; 59,300; $200 ADAM WSHA (39) 1 /27 /54- Unknown DALLAS- (10) ABC KTEN (CBS, NBC per program SUNBURYt- KRLD -TV (4) CBS; Branham; 590,000; N; $1,100 basis); Venard; 93,223; N; $225 WKOK-TV (38) 2/9/55- Unknown e' WFAA -TV (8) ABC, NBC; Petry; 590,000; N; ARDMORE- WILKES- BARRE- $1.000 KVSO -TV (12) NBC; Pearson; 47,000; N; $150 WBRE -TV (28) NBC; Headley -Reed; 306,000; N; EL PASO- ENID- $450 * KILT (13) ABC; Young; H -R; $250 KGEO -TV (5) ABC; Pearson; 264,510; N; $600 WILK -TV (34) ABC; Avery -Knodel; 306,000; N; e- KROD -TV (4) ABC, CBS; Branham; 99,663; N; LAWTON- $300 $450 KSWO -TV (7) ABC; Pearson; 71.000; WILLIAMSPORTf- KTSM -TV (9) NBC; Hollingbery; 93.653; N; $150 $325 MUSKOGEE- WRAK-TV (36) 11 /32 /52- Unknown KTVX (8) ABC; Avery -Knodel; 213,210; $500 FT. WORTH- YORK- * . WRAP -TV (5) OKLAHOMA CITY WNOW (49) ABC, NBC; Peters, Griffin, - * -TV Keller; 137,500; $200 Woodward; 590,000; N, LL, LI', LS; $1,000 KETA 013) WSBA -TV (43) ABC; Young; 116,450; 5200 KFJZ -TV (11) H -R; 540,930; $600 KWTV (9) CBS, ABC; Avery- Knodei; 402,213; N; $800 RHODE ISLAND GALVESTON (HOUSTON)- WKY -TV (4) NBC, ABC; Katz; 402.213; N, LL. e, KGUL -TV (11) CBS; CBS Spot Sls.; 459,250; PROVIDENCE- N; $1,000 LF, LS; $920 e' WJAR -TV (10) NBC, ABC; Weed; 1,404,202; N; KTVQ (25) See footnote $1,200 HARLINGENt (BROWNSVILLE, McALLEN, TULSA- WPRO -TV (12) CBS; Blair; 1,404,202; 51,100 WESLACO) -- KOTV (6) CBS; Petry; 319,312; N; $750 WNET (16) See footnote KGBT -TV (4) CBS, ABC: H -R; 85,817 (plus KTVX (8) (See Muskogee) 8,000 Mexican coverage); $300 KVOO -TV (2) NBC; Blair; 319,312; N, LF, LS; SOUTH CAROLINA HOUSTON - $700 ANDERSON- KPRC -TV (2) NBC; Petry; 510,000; N; $1,000 KOED -TV 011) 7/21/54- Unknown * WA -TV (90) ABC; Headley -Reed; 127,550; N; KTRK (13) ABC; Hollingbery; 510,000; N, LF, KSPG (17) 2/4/54- Unknown $150 LS; pm KCEB (23) See footnote CAMDENt- KUHT (8) OREGON WACA-TV (14) 6/3/53- Unknown KGUL -TV (11) See Galveston KNUZ -TV (39) CHARLESTON- See footnote EUGENE - 1CXYZ -TV (29) 8 /18 /53- Unknown KVAL -TV (13) NBC. ABC (CBS per program * WCSC -TV (5) CBS, ABC; Peters, Griffin, Wood- LAREDOt- basis); Hollingbery; 67,880; $300 ward; 136,329: N; $300 WUSN -TV (2) NBC. ABC; Weed; 202,000; KHAD -TV (8) CBS, NBC, ABC; Pearson; 14,348; KLAMATH FALLSt- $300 $150 KOTI (2) CBS, ABC, NBC; Blair Tv Assoc.; COLUMBIA- LUBBOCK- 11,500; $150 * WIS -TV (10) NBC. ABC: Peters, Griffin, Wood- KCBD ward; 213,524; N; $400 -TV (11) NBC, ABC; Raymer; 134,052; N; COOS BAY- WNOK -TV (67) CBS, ABC; Raymer; 110,000; $350 KOOS-TV (16) 9/4/56- Unknown $200 KDUB -TV (13) CBS: Branham; 137,498; N, LS, MEDFORD- LF; $350 (film) FLORENCE- LUFKIN- KBES -TV (5) ABC, CBS, NBC; Blair Tv Assoc.; * WBTW (8) CBS, NBC, ABC; CBS Spot Sls.; 39,350; $200 KTRE -TV (9) Venard; 55,325; $225 (Station re- 154,265; 5300 ceives NBC shows from KPRC PORTLAND- GREENVILLE- -TV Houston.) KLOR (12) ABC; Hollingbery; 340.000; N; $700 WFBC -TV (4) NBC; Weed; 330,402; N; `450 MIDLAND- KOIN -TV (6) CBS; CBS Spt Sls.; 385,000; N; WGVL (23) See footnote * KMID -TV (2) NBC, ABC; Venard; 78,000; $200 $700 SPARTANBURG- ODESSA- KPTV (27) NBC; NBC Spot Sis.; 356,442; N, LF, WSPA -TV (7) CBS; Hollingbery; 286,765; N; KOSA -TV (7) CBS; Pearson; 78.500; $250 LS; $700 $450 SAN ANGELO- KGW -TV(8) Blair; $700; 6/23/55- December SOUTH DAKOTA KTXL -TV (8)CBS, NBC, ABC; Venard; 44,622; ROSEBURGt- ABERDEENt- $200 KPIC (4) Hollingbery; 12,000; $150 (satellite of SAN ANTONIO -TV KDHS (9) 8/30/56- Unknown - KVAL Eugene, Ore.) DEADWOODt- KCOR -TV (41) O'Connell; 70,000: $200 SALEMt- KDSJ-TV (5) Initial Decision 6/28/56 KENS -TV (5) CBS, ABC; Peters, Griffin, Wood- KSLM-TV (3) 9/30/53- Unknown ward; 330,222; N; $700 FLORENCE - WOAI -TV (4) NBC, ABC; Petry; 335,018; N, PENNSYLVANIA KDLO -TV (3) (Satellite of KELO -TV Sioux LL, LS, LF; $700 Falls) KONO ALLENTOWNt- -TV (12) H -R; $560; 5/23/56- January RAPID CITYt- SWEETWATER (ABILENE)- WQCY (39) Weed; 8/12/53-Unknown KOTA -TV WFMZ -TV (3) CBS, ABC, NBC; Headley -Reed; KPAR -TV (12) CBS; Branham; 62,469; $200 (67) See footnote 17,658; $150 (satellite of KDUB -TV Lubbock, Tex.) Page 116 December 3, 1956 BROADCASTING TELECASTING TEMPLE (WACO)- HUNTINGTON- EDMONTON, ALTA.t- KCEN -TV (8) NBC; Hollingbery; 155,162; N; WHTN -TV 113) ABC: Petry; 365,005; N; $450 b' CFRN -TV (3) CBC; Canadian Reps., Oaks. Tv $300 WSAZ -TV (3) NBC: Katz; 585,993: N. LL. LF. Reps. Ltd.; 58,000; 5325 TEXARKANA (ALSO TEXARKANA, ARK.) - LS; $1.000 HALIFAX, N. S.t- KCMC -TV (6) CBS, ABC; Venard: 100,000; N: OAK HILL (BECKLEY)- -CBHT (3) CBC, CBS; CBC; 40,000; $300 $260 WOAY -TV (4) ABC; Pearson; 357,230; $200 HAMILTON, ONT. - TYLER - PARKERSBURG- CHCH -TV (11) CBC; All- Canada, Young; 542,- KLTV (7) NBC, ABC. CBS: H -R; 108.000: $300 WTAP (15) NBC. ABC, CBS; Pearson: 41,875: 116; $550 WACO (TEMPLE)- $150 KINGSTON, ONT. KWTX -TV (10) ABC, CBS; Pearson; 132.000: N; WHEELING (STEUBENVILLE, OHIO)- CKWS -TV (11) CRC; All- Canada; 52,000; $280 $250 WTRF -TV (7) NBC, ABC; Hollingbery; 312,640; KITCHENER, ONT.- WESLACO (BROWNSVILLE, HARLINGEN, N; $500 (13) Weed; WSTV -TV (9) See Steubenville, Ohio CKCO -TV CBC; Hardy, Hunt, McALLEN)- WLTV (51) 2/11/53- Unknown 311,300; $400 KRGV -TV (5) NBC; Pearson; 85,817 (plus 8,000 LETHBRIDGE, ALTAt- Mexican coverage); $250 EAU CLAIRE- WISCONSIN CJLH -TV (7) CBC; All- Canada, Weed; 13,800; WICHITA FALLS - WEAU -TV 113) NBC, ABC; Hollingbery; 122,- $160 KFDX -TV (3) NBC, ABC; Raymer; 107.000: N: 000; N; $350 LONDON, ONT: $300 GREEN BAY- CFPL -TV (10) CBC, ABC, CBS. NBC; All - KSYD -TV (6) CBS; Blair Tv Assoc.; 107.000; N; Canada, Weed; 109,920; $450 . WBAY -TV (2) CBS; Weed; 247,000; $500 $300 WFRV -TV (5) ABC, CBS; Headley -Reed; 235,- MONCTON, N. B.- UTAH 000; N $300 . CKCW -TV (2) CBC, ABC, CBS, NBC; Canadian SALT LAKE CITY WMBV- (11) See Marinette Reps.; $60,000; $200 KSL -TV (5) CBS; CBS Spot Sls.; 209.000; N; LA CROSSE- MONTREAL, QUE. - $600 WKBT (8) CBS. NBC, ABC; H -R; 130,000; $360 CBFT (2) CBC (French); CBC; 494,000; $1.000 KTVT (4) NBC; Katz; 209,000; N, LS; $600 CBMT (6) CBC; CRC; 484,000; $750 (2) ABC; Avery -Knodel; $450 MADISON- KUTV WHA -TV (21) NORTH BAY, ONT.- VERMONT WISC -TV (3) CBS; Peters, Griffin, Woodward; CKGN -TV (10) CBC; Canadian Reps.; 13,500; BURLINGTON - 309,275; N, LF, LS; $550 $160 WCAX -TV (3) CBS; Weed; 145.736; S350 WKOW -TV (27) ABC; Headley -Reed; 130,000; OTTAWA, ONT. - N; $250 CBOFT (9) CRC (French); CBC; 82,000; $300 VIRGINIA WMTV (33) NBC: Young; 140,000; N; $280 CBOT (4) CDC; CBC; 98,000; $400 ARLINGTON - MARINETTE (GREEN BAY)- PETERBOROUGH, ONT. - WARL-TV (20) 10/10/56- Unknown WMBV -TV (11) NBC, ABC; Venard; 220,826; CHEX -TV (12) CDC: All- Canada. Weed; 35.000; BRISTOLt- $250 $260 WCYB -TV (5) NBC, ABC; Weed; 368,870; N. MILWAUKEE- PORT ARTHUR, ONT. - LF, LS; $300 WISN -TV (12) ABC; Petry; 700,000; N, LF, LS; CFPA -TV (2) CBC; All- Canada, Weed; 16,500; DANVILLEt- $800 $170 WBTM-TV (24) See WITI -TV (6) Branham; 630,000; N, LL, LF, LS; footnote $500 QUEBEC CITY, QUE.- HAMPTON- WTMJ -TV (4) NBC; Harrington, Righter & CFCM -TV (4) CBC; Hardy, Hunt, Weed; 30.000; "- WVEC -TV (15) See Norfolk Parsons; 781.222; N, LL, LF. LS; $350 HARRISONBURG- WXIX (19) CBS, CBS Spot Sls.; 377,500;N: $800 REGINA, SASK.t- WSVA -TV (3) ABC, CBS, NBC; Peters, Griffin WFOX -TV (31) 5/4/55- Unknown CKCK -TV (2) CBC; All- Canada, Weed; 31,000; Woodward; 139,617; $250 WMVS -TV (10) 6/8/56- Unknown $260 LYNCHBURG- WCAN -TV (25) See footnote RIMOUSKI, QUE.t- WLVA -TV (13) ABC; Hollingbery; 308.675; N; SUPERIOR (DULUTH, MINN.)- CJBR -TV (3) CDC (French); Stovin, Canadian $300 (film) WDSM -TV (6) NBC, ABC; Peters, Griffin, Reps.; 30,000; $240 NEWPORT NEWS Woodward; 128,200; N; $400 ST. JOHN, N. - KDAL-TV (3) See Minn. WACH-TV (33) See footnote Duluth, CHSJ -TV (4) CBC, ABC, CBS, NBC; All - NORFOLK- WAUSAU- Canada, Weed; 70,554 (including U. S.); $300 WSAU -TV (7) CBS, NBC, (ABC per program ST. JOHN'S, NFLD.t- "- WTAR -TV (3) CBS, ABC; Petry; 418,016; N, LS, basis); 98,200; LF; $875 Meeker; $350 CJON -TV (6) CBC, CBS, NBC, ABC; Weed; WTOV -TV (27) McGillvra; 210.000; $380 WHITEFISH BAY- 18,560; $200 WVEC -TV (15) NBC; Avery- Knodel; 190,000; WITI -TV (6) See Milwaukee SASKATOON, SASK.t- N; $350 WYOMING so CFQC -TV (8) CBC, ABC, CBS, NBC; Canadian GASPER- Reps., Tv Reps. Ltd.; 30,000; $230 PETERSBURG- (2) Unknown Harriscope Inc. 10/17/54- SAULT STE. MARIE, '. WXEX -TV (8) See Richmond CHEYENNE- ONT: PORTSMOUTH CJIC -TV (2) CRC, ABC, CBS, NBC; All-Can- - KFBC -TV (5) CBS, ABC, NBC; Hollingbery; ada, Weed; 17,000; $170 WAVY-TV (10) ABC; H -R; 5/30/56-January, 70,972; $150 1957 SHERBROOKE, QUE.t- RIVERTON- $400 RICHMOND- KWRB-TV (10) 9/26/56- Unknown CHLT -TV (7) CBC; Young, Hardy; WRVA -TV (12) CBS; Harrington, Righter & SUDBURY, ONT.- Parsons; $700 ALASKA CKSO -TV (5) CBC, ABC, CBS, NBC; All -Can- WTVR (6) ABC; Blair; 503,317; N, LF. LS; $875 ANCHORAGEt- ada, Weed; 19,590; $220 WXEX -TV (8) NBC; Forjoe; 415,835: N., LF, a- KENI -TV (2) ABC, NBC; Fletcher, Day; 25.000; SYDNEY, N. LS; $750 $150 C$2C4B0 -TV (4) CBC; All- Canada, Weed; 46,690; WOTV (29) 12/2/53- Unknown KTVA (11) CBS; Alaska Radio -Tv Sls.; 25,000; ROANOKE- $150 TIMMINS, ONT.t- WDBJ -TV (7) CBS; Peters, Griffin, Woodward FAIRBANKSt- CFCL -TV (6) CBC Renaurd, McGillvra; 9,600; WSLS -TV (10) ABC. NBC; Avery -Knodel; 479,- KFAR -TV (2) NBC, ABC; Fletcher, Day; 9,600; $160 222; N, LF, LS; $675 $150 10,000; TORONTO, ONT.- KTVF (11) CBS; Alaska Radio -Tv Sls.; $1,000 BELLINGHAM- WASHINGTON $135 CBLT (6) CBC; CBC; 480,000; KVOS -TV (12) CBS; Forjoe; 250,246; 5300 JUNEAUt- VANCOUVER, B. C.t- EPHRATAt- r KINY -TV (8) CBS; Alaska Radio -Tv Sis.; 2,500 CBUT (2) CBC; CBC; 159,000; $580 VICTORIA, B. KBAS-TV (43) 5 /4 /55- Unknown (satellite of $60 C.- KIMA -TV Yakima, Wash.) GUAM CHEK -TV (6) CBC; Tv -Reps. Ltd, Forjoe; 30; AGANAt- 000; $210 PASCO- KUAM-TV (8) NBC, CBS; Young; 5,000; $120 ONT. (DETROIT, MICH.)- KEPR -TV (19) CBS, ABC, NBC; 57,750 (satellite WINDSOR, of KIMA -TV Yakima) HAWAII 4. CKLW -TV (9) CBC; Young; 1,568,000 (including U. S.); $1,100 SEATTLE (TACOMA) HILOf -- - (9) of KGMB -TV Hono- WINGHAM, ONT.- to- KCTS (f9) KHBC-TV (Satellite KING -TV (5) ABC; Blair; 538,200; N, LF, LS; lulu) CKNX -TV (8) CBC; All- Canada, Young; 25,- $900 HONOLULUt- 000; $235 KOMO -TV (4) NBC; NBC Spot Sls.; 538,200; N, KGMB -TV (9) CBS; Peters, Griffin, Woodward; WINNIPEG, MAN.t- LL, LF. LS; $1,025 103,000 (includes Hilo and Wailuku satellites); e. CBWT (4) CDC; CBC; 75,000; $400 KTNT -TV (11) CBS; Weed: 538,200; N; 5900 $350 MEXICO a- KTVW (13) Hollingbery; 538.200; $600 ...KONA (2) NBC; NBC Spot Sls.; 97,500 (includes City Bcstg. Co. (7) Initial Decision Wailuku satellite): $472.50 JUAREZt (EL PASO, TEX.)- Queens KULA -TV (4) ABC; Young; 9L800; $250 XEJ -TV (5) National Times Sales; Oakes; 69: 158; $240 SPOKANE - WAILUKUt- KHQ -TV (6) NBC, Katz; 187,768; N, LL, LT, KMAU (3) (Satellite of KGMB -TV Honolulu) TIJUANA (SAN DIEGO)- LS. $550 KMVI -TV (12) (Satellite of KONA Honolulu) XETV (6) ABC; Weed; 406,123; $700 -KREM -TV (2) ABC; Petry: 196,000; N, LF, LS; PUERTO RICO The following stations have suspended regular operations but have not turned in CP's: KHID- 187,768; N; CAGUASt- KXLY -TV (4) CBS; Avery-Knodel; WSUR -TV (9) 4/25/56- Unknown TV Fresno, Calif.; WPFA -TV Pensacola, Fla.; $600 WATL -TV Atlanta, Ga.; WHUM -TV Reading, Pa.; MAYAGUEZt- KGTV Des VANCOUVERt- WORA -TV (5) CBS. ABC; Young; 27.000; N; WRAY -TV Princeton, Ind.; (TV) KVAN-TV (21) Bolling; 9/25/53- Unknown $125 Moines, Iowa; WKLO -TV Louisville, Ky.; WWOR- WALLA WALLA TV Worcester, Mass.; WLAM -TV Lewiston, Me.; - PONCEf- WFTV Duluth, Minn.; WCOC -TV Meridian, Miss.; Walla Walla Tv Co. (8) 10/24/56- Unknown (11) Unknown (satellite of KIMA -TV Yakima, Wash.) WKBM-TV 5/3/36- WHTO -TV Atlantic City, N. J.; WRTV (TV) As- SAN JUANt- bury Park, N. J.; WICA -TV Ashtabula Ohio; YAKIMA- WAPA -TV (4) ABC, NBC; Caribbean Net- WGVL (TV) Greenville, S. C.; WQMC (TV) Char- KIMA -TV (29) CBS. ABC, NBC; Weed; 81,000; works; 125,000; $250 lotte. N. C.; WIFE (TV) Dayton, Ohio; KTVQ 5450 WKAQ -TV (2) CBS; Inter- American; 110,000; (TV) Oklahoma City, Okla.; KCEB (TV) Tulsa, WEST VIRGINIA $375 Okla.; WFMZ -TV Allentown. Pa.; WLBR -TV BLUEFIELD- WIPR -TV (4) 2/2/55- March, 1956 Lebanon, Pa.; WEST -TV New Castle, Pa.; WKJF- WHIS -TV (6) NBC, ABC; Katz: 17:3.684; N; $200 TV Pittsburgh, Pa.; WEEU -TV Reading, PL; CANADA R. I.; KNUZ-TV Hous- CHARLESTON- BARRIE, ONT. WNET (TV) Providence, - Ltd.; ton, Tex.; WBTM -TV Danville, Va.; WACH -TV ". WCHS -TV (8) CBS; Branham; 540,340; N. LF, .CKVR -TV (3) Mulvihill, Canadian 36,870 Newport News, Va.; WKNA -TV Charleston, W. LS; $550 BRANDON, MAN.t- Va.; WJPB -TV Fairmont, W. Va.; WCAN -TV WKNA -TV (49) See footnote CKX -TV (5) CBC; All- Canada, Weed; 13,288; Milwaukee; WIRK -TV W. Palm Beach, Fla.; CLARKSBURGt- $170 WTAO -TV Cambridge, Mass.; KEDD (TV) Wich- WBLK-TV (12) Branham; 2/17/54- Unknown CALGARY, ALTA.t- ita, Kans.; WTVU (TV) Scranton, Pa.; WTOM- FAIRMONTt- CHCT -TV (2) CBC; All- Canada, Weed; 45,000; TV Lansing, Mich.; KBMT (TV) Beaumont, Tex.; WJPB-TV (35) See footnote S280 WKNY (TV) Poughkeepsie, N. Y. BROADCASTING TELECASTING December 3, 1956 Page 117 Mark of Integrity ...in reporting circulation facts

We display the Audit Bureau of Circulations* symbol When a media director or advertiser asks us, with pride! Its our mark of circulation integrity! "How much paid circulation? What do your readers The seasoned marketing man finds trustworthy pay? Where does your circulation go? How do you data vital in his work of advertising media evalua- get circulation -your audience for my advertising ? ", tion. And reliable net paid circulation figures are we need only show him our latest A.B.C. audit among the most valuable facts he uses in selecting report. There he finds factual answers that annually printed media for his advertising campaigns. pass the test of a trained A.B.C. circulation auditor's Once every advertiser guessed about circulation scrutiny. accuracy and gambled on advertising results; today And any buyer of space can decide for himself, he need not question the wealth of data in any A.B.C. with confidence, the value of our circulation audience. audit report, for it contains only verified answers to Our A.B.C. membership means circulation reported his most searching circulation queries. in accordance with recognized, impartial standards, established by buyers and sellers of space working together in A.B.C. *The Audit Bureau of Circulations, founded in 1914, is a Publishers who meet the Bureau's high standards cooperative, nonprofit association of the leading buyers know the A.B.C. symbol as a mark of circulation and sellers of advertising space. A.B.C. sets standards integrity. The value -wise advertiser, too, has learned for net paid circulation, audits and reports circulation that the A.B.C. symbol is his dependable guide to the facts. To be sure of what your print media dollar audited facts about net paid circulation that protect buys -look for the A.B.C. symbol. his advertising investments.

BROADCASTING TELECASTING

T H E B I U S N E S S W E E K L Y F R I O A D O AND T E L E V I S I O N

MEASURE OF SERVICE...MARK OF INTEGRITY

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Page 118 December 3, 1956 BROADCASTING TELECASTING EDUCATION

Financial Troubles Delay institution and amount are as follows: Agnes Phila. Educational Tv Start Law, librarian, CBS Reference Dept., Syra- cuse U., $2,500; Esther Dobbins, manager, FAILURE of educational ch. 35 WHYY- program information division, CBS Refer- TV Philadelphia to get $100,000 reportedly ence Dept., Oberlin College, $1,500; Alice pledged by the Philadelphia Board of Edu- Sancti, manager of contract division, CBS cation has kept the station from going on Radio Spot Sales, Simmons College, $1,000; the air as planned Nov. 26. A spokesman Olive Tracy, graphics presentation specialist said last week that the board had denied at CBS Radio, Eastern Nazarene College making a firm commitment for that amount (Quincy, Mass.), $1,000, and Emma Schau- and feels that there has been inefficient busi- mann, supervisor in accounting of Colum- ness management on the station's corporate bia Records, Bridgeport, Conn., Connecticut level. College for Women, $1,000. The school board also expressed doubt that there were enough uhf receivers in the `See It Now In Classroom Philadelphia it area to make feasible for the CBS -TV's See It Now staff and the National station to begin programming and wanted Education Assn. joined hands in an un- more voice in the station's operation. usual classroom venture in connection with WHYY -TV Managing Director Richard the showing of the program yesterday (Sun- Burdick said that "We have felt all along day) dealing with comedian Danny Kaye's that the Board of Education should be a part world tour on behalf of the U. N. Interna- of the programming of an educational sta- tional Children's Emergency Fund tion in Philadelphia." (UNICEF). gave the The board station $10,000 Nov. Under terms of the project, NEA (with 23. The city of Philadelphia has donated help from See It Now researchers) prepared $100,000, with another $100,000 to be 50,000 eight -page classroom discussion raised through means. other guides to be used by more than one million In efforts to resolve the dispute, a three - NEA members in discussing the program man mediation committee composed of in classes after showing on the network. area college presidents is studying the problem and the New York engineering firm of U. of Ky. Students Get Awards Cresap, McCormick & Paget is conducting TWO Kentucky U. radio arts students a survey of the station's activities. The com- -a senior woman and a man engaged in gradu- mittee is working with Dr. Leon J. Ober - ate study-have been named recipients of mayer, president of the school board, and scholarships provided by off -campus donors. Walter Biddle Saul, president of Metropoli- David Dick, Lexington, Ky., was named tan Philadelphia Educational Radio & Tv winner of a $1,000 grand award by the Du- FREQUENCY Corp. (WHYY- FM -TV). Pont Foundation through WHAS Louisville, There are all kinds. In Los Angeles Mr. Burdick said that a drive for public and Mary Ann Kullack, Dayton, Ohio, re- television, and especially on KTTV. funds has been launched and that the sta- daytime frequency is ceived a Kentucky Broadcasters Assn. schol- all the rage. tion would go on the air as soon funds were and little wonder: arship for $75. available, although no definite date has been A new specialty product, set. The station has been sending out a test RCA Institute Graduates 177 advertised only on NM, has signal for over a month. gone from a standing start to ONE HUNDRED and seventy -seven stu- an output of one million dents of radio and television were graduated units Educational Grants Honor a day within six weeks. Tuesday from RCA Institutes Inc. at New Employes CBS Inc. This kind of sales Women of York U. Students included representatives results isn't hard to believe if you know the selling GRANTS totaling $7,000 will go to five pri- from the U. S., British West Indies, Canada, dynasty of KTTV personalities. vately- supported colleges and universities Hawaii, Liberia and Puerto Rico. The prin- based on length of service records of five cipal graduation address was given by Dr. This million -a -day manufacturer relied almost entirely on women graduates employed by CBS or its C. S. Jones, president of the Academy of two of them Norma Gilchrist divisions for 15 or more years, CBS Founda- Aeronautics at LaGuardia Airport, New - and Steve Martin both seen in the daytime.` tion Inc., CBS' agency for educational and York. - charitable grants, announced last week. The If many times a week you apply the grants are made on basis of $1,000 for 15 EDUCATION PEOPLE selling pressure of KTTV's daytime personalities years CBS employment of a woman grad- Elspeth Simmons Corley, WLWA (TV) At- to the great multi- tudes uate, and $500 for each additional five years lanta, Ga., named director of program co- they reach, you just almost won't believe what will employment. College or universities can use ordination and public information for Ala- happen.Try it. the funds as they see fit. bama Educational Commission in Birming- New grants, indicating employe, position, ham. Los Angeles Times -MGM Dr. Donald K. Reynolds, head of electrical engineering department, Seattle U., named Television r-1 executive engineer representing Stanford Re- notionally by II -TV In search Institute in Seattle area. 'Daytime 7V in L.A is phenomenal - LAKE CHARLES 1956 Pulse shows sets -In -use at an all. Chapin Ross appointed assistant director of time October high at 17.7, 14% above the radio for Abilene Christian College, Abilene, a year ago and 26% higher than New Tex. York Sets -in -Use. OK Negro Radio Buy EDUCATION SHORTS Mbilse IS RCA Institutes making available 16-mm motion picture in color titled Your Career in Electronics. Produced by RCA, and running KAC?K 24 minutes, film is designed to familiarize students with technician's role in electronics industry.

BROADCASTING TELECASTING December 3, 1956 Page 119 PROGRAMS & PROMOTIONS Broadcasters, Baseball the Conrad Hilton Hotel. Broadcast coverage reported to BT by Look to 1957 Season broadcasters: WITH the ink not yet dry in the 1956 NBC Radio's National Farm & Home World Series record book and with football Hour interviewed winners of the National still in the headlines, broadcasters are 4-H Citizenship and Leadership awards busy lining up coverage of the 1957 national Nov. 24 and reported on Congress and ex- pastime activities. Joining WKRC Cincinnati position activities Dec. 1. WGN -TV pre- in announcing plans to cover the Cincinnati sented 4-H projects on its RFD Chicago - Redlegs [BT, Oct. 22] and WBAL Balti- land and film highlights of the exposition more in signing Gunther Brewing for the Nov. 24. WGN carried daily remotes from 1957 Orioles, are WGN-TV Chicago, Pitts- the exposition on its Norman Kraeft Show. burg Pirates Network, KOOL Phoenix, WBBM originated its noontime Julian Bent- The Yankee Network and WBRC Birming- WALTER DRISKILL, vice president of ley news program from the Amphitheatre ham, Ala. the Gunther Brewing Co. (Gunther Nov. 26 -30 and Farm Editor George Theo. Hamm Brewing Co., St. Paul, and beer and ale), Baltimore, signs for Menard produced tapes for his early -morn- Oklahoma Oil Products Co., Chicago, have sponsorship of 1957 Baltimore Orioles ing Country Hour during the exposition. signed to cosponsor all Chicago White Sox baseball on WBAL there. Gunther WLS also reported extensive coverage of the and Chicago Cubs home day games on also will sponsor selected exhibition two events. games [BT, Nov. 5]. Witnessing the WGN -TV for the third consecutive year, WJAN's Starr Writes Miller Show according to Ward L. Quaal, vice president contract -signing are W. C. Geoghegan and general manager of WGN Inc. Agencies (1), advertising director of the brew- ABC RADIO's Tribute to Major Glenn are Campbell -Mithun Inc. for Hamm and ing company, and Leslie H. Peard Jr., Miller last Thursday (10:30 -11 p.m. EST) Maryland Adv. for Oklahoma. manager of WBAL. was written, produced and emceed by Ray Atlantic Refining Co. and Pittsburgh Starr, former Glenn Miller announcer and Brewing Co. will cosponsor tv and radio now manager of WJAN Spartanburg, S. C. coverage of the Pittsburgh Pirates, with for local youngsters. The children were in The program, which originated from Memo- the number of games telecast to be doubled. vited to the station's Little Theatre to see rial Auditorium, Spartanburg, featured Ray The radio broadcasts will be carried' by a the show and meet 3 -D Danny and Foreman McKinley and the Glenn Miller Orchestra network of stations in four states. Scotty, local tv personalities. The party was and top recordings of the late Mr. Miller's Narragansett Brewing Co. for the tenth promoted with but a few on- the -air an- band [BT, Nov. 19], in addition to Mr. straight year will sponsor broadcasts of the nouncements as the theatre's seating is only Starr. Boston Red Sox on the Yankee Network. 200. When the co- sponsors, Dulaney's, a WSTV Nighttime and weekend games of the Red local RCA distributor, discovered the theatre Celebrates Anniversary Sox will be telecast. Cunningham & Walsh was filled, they invited the overflow to its IN celebration of its 16th anniversary last is agency. showrooms to watch the colorcast. When month, WSTV Steubenville, Ohio, distrib- KOOL -AM -TV Executive Vice President still more room was needed, the station ar- uted a three feet by six feet cake to passers- and General Manager Tom Chauncey an- ranged with downtown dealers to bring in front of the station's downtown offices. nounced that the radio outlet has gained a color tv set which was placed in the lobby More than 800 pieces of cake were given exclusive rights to the New York Giants for standing patrons. away. During the celebration, Harry Birrell, 17 -game spring exhibition schedule. KOOL program director, conducted his Man About carried the entire schedule of the minor Chicago Livestock, 4 -H Meets Music program from a street platform. league Phoenix Stars during 1956. Get Broad Radio -Tv Coverage Do -It- Yourself House Kit Storer Broadcasting Co.'s WBRC will RADIO -TV stations joined with Interna- broadcast the Class AA Birmingham Barons tional Harvester Co. in coverage of Inter- IN a special promotion for the feature film, baseball games for the next two years, ac- national Livestock Exposition and 4 -H Club Mr. Blandings Builds His Dream House, cording to Eddie Glennon, general manager Congress events in Chicago the past 10 which will be shown on WOR -TV New of the Barons, and George B. Storer Jr., vice days. York's Million Dollar Movie program, the president of Storer. Coverage included direct remotes, live stu- station has sent to radio -tv editors and trade dio shows, films and recordings by local press writers all parts of a scale -model house Color Tv Party Held for Tots stations, while International Harvester made that they can assemble into a complete two - WKY -TV Oklahoma City, Okla., took ad- available recording facilities for interviews story house. WOR -TV also will advertise the vantage of NBC -TV's presentation of "Jack at the International Amphitheatre. The 4-H program this week in the real estate and and the Beanstalk" to give a color tv party Club Congress also maintained facilities in advertising news sections of major newspapers in the New York area.

TAE Holds Annual 'Doll House' Drive WRC -AM -TV Washington has dedicated STATION its In Cincinnati - 21st annual Christmas Doll House campaign to collect toys for needy children. The goal this year is 22,000 toys. Brig. Gen. Thomas IW Get All Four A. Lane, a D. C. commissioner, presented the station with an official proclamation in Personalities which the commissioners urged public support of the Doll House and praised the man- Ratings agement and staff of WRC -AM -TV for "splendid contribution of time, energy and Audience effort" in behalf of needy children. The Doll House is set up in downtown Washing- Power ton where shoppers are invited to present gifts of new toys or cash while they are 50,000 WATTS OF SALES POWER shopping in the area. Disc jockey shows are used to plug the campaign and the Time- CINCINNATI OHIO BUY WCKY ... INVESTIGATE TODAY keeper program is broadcast daily from the Doll House. Page 120 December 3, 1956 BROADCASTING TELECASTING KOCS Interviews Refugee BETTER KOCS Ontario, Calif., broadcast a long dis- BALANCED tance telephone conversation between Man- ager Pete Odens and one of the Hungarian MUSIC refugees who arrived in this country. The interview was conducted as the refugees were PROGRAMMING preparing to eat a Thanksgiving dinner. The station is also conducting a "Bundles for John Lynker, Pres. & Gen. Hungary" drive in its area asking for winter Mgr. of WSKN, Saugerties, clothing to be forwarded to Hungary through the American Friends Service Committee of N. Y., writes: Pasadena, Calif. "I have been programming SESAC more and more, and for WTMJ -TV Shows Color News Film good reason. Competition in radio is greater than ever and WTMJ -TV Milwaukee claims to be the first you must give your listeners station in Wisconsin to use successfully a 'Better Balanced Program- single system sound color news film. The ming' in order to keep their film was shown a fortnight ago on the sta- attention. tion's Sunday evening Newsroom program. "The excellent selection of ma- Tony Neuman, of Album Photo Co., was terial plus top quality 'Hi -Fi' photographer. sound of the SESAC Library give WSKN the music 'plus' Tribute to Tommy Dorsey that makes for better shows and more listeners. This has re- WOZK Ozark, Ala., received the news of sulted in outstanding results for Tommy Dorsey's death at CST and our advertisers and ever in- 2:50 creasing sales. cancelled a regularly scheduled program at 3:00 to present a salute to the late band- available in sections "To sell your station to the leader. The half hour tribute to Mr. Dorsey advertiser you must first sell THE your programs to your listeners, featured his' top recordings and historical and the SESAC Library has data about him. been to me as both a 'DJ' and sesac manager a superior sales aid. Drinks Are 'On the House' TRANSCRIBED LIBRARY "As for me, I would say, for KRUX Phoenix offered to pick up the bill COLISEUM TOWER NEW YORK 19 Better Balanced Programming for its listeners' final Thanksgiving drink. use the Better Balanced Li- brary- SESAC." Only catch was, the final drink had to be send for prepaid audition discs coffee. This was done in conjunction with KRUX's year round highway safety campaign. More than 50 restaurants offered "one for the road-on KRUX." The station's mobile units were on 24 -hour duty with the ea5on'5 reetíngil Arizona Highway Patrol and Arizona claimed a fatality free Thanksgiving Day. to our friends the world over Flying Money Causes Traffic Jam WHEN WSKY Asheville, N. C., built its Lucky Jackpot up to $250, disc jockey Bob Cain decided to take $100 of it in $1 bills as a gag. He walked out of the studio with the money and later overheard a fellow disc jockey telling listeners that the money had been stolen. Deciding to go one step farther with the joke, Mr. Cain climbed up on the marquee of a local theatre and sent dollars fluttering to the street below. Traffic finally became so jammed it required several police cruisers to restore everything to order. NEW CAMART DUAL SOUND READER Edit single and double system 16mm or 35mm optical sound! BABY RUTH OUT IN COLD Edit single system Magnastripe or double system magnetic sound! DISC JOCKEYS on WBZ -WBZA Use with any 16mm motion picture viewer to obtain perfect lip -sync Boston - Springfield have been in- matching of picture to track! structed not to play the pop tune, Works from left to right or right to left! and a Baby Ruth," on the "A Rose Optical Model, $195.00 Magnetic Model, $185.00 grounds that the tune constitutes an "obvious plug" for Baby Ruth candy MONA bars, a Curtiss Candy Co. product. MART Grady Edney, program manager, said For descriptive literature, write the stations' policy is based on the be-

lief that "if one record like this one ti slips through, a rash of follow -ups ikrnnVIF1111 plugging retail products is sure to fol- al Columbus Circle next to low." 1845 BROADWAY (at 60th St.) NEW YORK 23 PLata 7 -6977 Cable: Command New .York's new Coliseum_

BROADCASTING TELECASTING December 3, 1956 Page 121 TYPE N EMS- PROGRAMS & PROMOTIONS 120 -D CLARKE Promote Mental Health Program WIBW -TV Topeka, Kan., mailed 1,000 reprints of an article that appeared in To- peka State Hospital's publication The Statesman concerning a survey of the Kan- sas State Hospital program which was presented in a series of five 15 minute shows over WIBW -TV. The reprint was mailed to doctors, employes of state hospitals and persons interested in mental health. The station also mailed a postcard to 4,000 relatives of patients, newspapers and interested persons inviting them to view the show and saying "we know that you are interested, but you can help us by getting an uninterested neigh- A portable instrument for measuring bor to watch the series." the wide range of radio signal intensi- ties from 540 to 1600 kc. Its range is from 10 microvolts to 10 volts per meter, MI 'Tic -Tac- Dough' Contest making it equally effective for interfer- NBC -TV sales department is inviting over ence studies at low signal strengths and close -in measurements on high 1,000 agency and advertiser executives to directional arrays. enter a special Tic -Tac-Dough promotion

Accuracy is assured by a calibration. contest. The contest is based on NBC -TV's method that compensates for variations noontime audience participation program. in tube characteristics and for voltage, Participants are asked to correctly fill in a variations in the self- contained battery tic -tac -toe squares containing an- power supply. Operation is simple- number of measurements made rapidly- direct swers to questions regarding NBC-TV's day- reading on all ranges - requires no ` time program and sales status. The contest charts or multiplication factors -no warm- closes Dec. 10. The three top winners will up period necessary. receive an RCA Victor portable tv set.

'Workshop' Scripts in Japan VISIT OUR NEMS-CLARKE TWO radio scripts originally aired on CBS DISPLAY AT Incorporated Radio Workshop have been included in a THE NARTB 919 JESUP -BLAIR DRIVE CONVENTION SILVER SPRING, MARYLAND package of programs written by American, SUITE 542 A British, French and German authors to be For further information write Dept. K -I aired the week of Dec. 10 on NHK -TV (Nippon Hoso Kyokai) network in Japan. They are Arthur Miller's William Ireland's Media Buyer Sold on Confession and Vernon Delston's Three Strikes, You're Out. Mr. Delston also is Audit Bureau of Circulations radio -tv director of Kameny Assoc., New York, advertising and public relations agency for Canon Camera Co., Japan.

Letter Cites Market Changes SOME 2,000 advertiser, agency and network executives throughout the country have been sent a promotional letter on behalf of KROC -TV Rochester, Minn., by Elizabeth Beckjorden, network- station representative, highlighting changes in the Rochester market with particular attention to industrial expansion in the area. The letter cites a new $10 EDWARD A. FONTE' million IBM plant which will open in March Director of Media 1957 with about 5,000 employees; plans for The Joseph Katz Company building 5,000 new homes in Rochester by next spring and new schools to cost about "ABC is the accepted source of circulation figures $5.5 million; plans for new 52.5 million air- and its prestige stands alone in the port building and new $25 million four -lane belt highway, plus expansion into the cities publication field. An advertiser can buy an ABC publication by other industrial companies. with more confidence because every subscription is a paid subscription. ABC audits are severe and accurate." Stations Aid Snowbound Erie BT is the only paper in the vertical radio -tv field with A.B.C. TYPICAL of all stations' services during membership ... your further guarantee of integrity the recent snow storm in Erie, Pa., were re- in reporting circulation facts. Bog', with the largest paid ports last week to BT by WLEU, WSEE circulation in its field, is basic for subscribers and adver- (TV) and WICU -TV. The stations carried tisers alike. emergency bulletins as soon as it was ap- parent that this was more than an early BROADCASTING seasonal fall. They all issued warnings to TELECASTING viewers and listeners, relayed pleas for help, THE BUSINESSWEEKLY OF RADIO AND TELEVISION answered thousands of phone calls and broadcast on an around -the -clock schedule. Page 122 December 3, 1956 BROADCASTING TELECASTING Give the Gift you'd like to get yourself...

THE NEWSMOBILE of WICE Providence, R. I., goes to sea on an aircraft carrier. The USS Leyte, attached to the Atlantic Fleet's submarine unit and based at Quonset Point, R. I., loads the station's transmitter -equipped mobile unit for a 50 -mile "goodwill" tour on which 175 officials of the Rhode Island Chamber of Commerce were guests. Bob Lape, WICE's news director, assisted by Oliver Adams, station engineer, supplied the station and its audience with on- the -spot reports of the day's action aboard the carrier.

Swift Plans Special Drive Swift -participating programs, including ABC -TV's The Lone Ranger and Disney- To Support Retail Grocers land; CBS -TV's House Party, Bob Crosby TELEVISION -both spectaculars and reg- and Garry Moore shows; NBC -TV's Tennes- ular program series -will be the focal see Ernie Show, and CBS Radio's House point of an estimated $8 million "Operation Party. Agency: McCann -Erickson, Chicago. Consumer Impact" campaign to be launched by Swift & Co. for retail grocers early in Telecasts Church Services 1957. Of the estimated $8 million, less than WSPA -TV Spartansburg, S. C., has begun $1 million will be used in radio -tv. weekly telecasts from the First Baptist Highlight of the advertising- merchandis- Church in that city. This is the first church ing- promotion drive, which will accent cou- service telecast in the area, according to pon redemptions and dealer contests, is that Walter J. Brown, WSPA- AM -FM -TV presi- the Chicago meat packer will sponsor a com- dent. plete hour -and -a -half spectacular on NBC- TV Feb. 3 with Imogene Coca and other Live Telecast from Theatre stars. Titled Ruggles of Red Gap, the program will be the first of three such programs A LIVE telecast of Act II of Mozart's Cosi Fan it was to be sponsored by Swift, with two other Tutti as being presented before spectaculars scheduled later in the year in an audience in Cleveland's Karamu Theatre support of similar promotions. was recently made by WEWS (TV). The di- The campaign also will be pushed on rector of the play at Karamu sat in WEWS' remote truck and described the action to the station crew so that the cameras could focus the right shots as they came up.

Toastmaster Offers Promotion Kit A CHRISTMAS promotion kit, including a ARMCHAIR SHOPPING SERVICE plan book with radio spots and other mate- Hennessy is available everywhere, but rial, is being distributed by Toastmaster you can now send Hennessy as a gift to Products Div. of McGraw Electric Co. to retail dealers to be used with company's na- friends and business associates in 30 states. tional advertising activities. The kit is de- For information, write, wire or phone: signed to help dealers tie -in with a national Beverage Gift Service, Dept. H, advertising program, which includes three City National Bank Bldg., Beverly Hills, network shows and more than 30 advertise- California. CRestview 1-6286 ments in leading national magaines. Also included in the gift- buying promotion kit are window streamers and product spots on all Toastmaster appliances, three -dimensional toaster display piece, suggested newspaper 'I'm amazed that KRIZ Phoenix El* ads and the plan book with instructions and iSST COGNAC BRANDY would say Ws suitable for all oc- illustrations, direct mail material and sug- The World's Preferred casions-" gested telephone sales approach as well as 84 Proof Schieffelin & Co., New York radio spots.

BROADCASTING TELECASTING December 3, 1956 Page 123 FOR THE RECORD

(which authorized new tv) to change ERP to 9.40 kw vis., 5.64 kw aur., change type trans. and Station Authorizations, Applications make other equipment changes. Announced Nov. 27. (As Compiled by B T) KBTM -TV Jonesboro, Ark.-Seeks mod. of cp (which authorized new tv) to change ERP to 48.6 kw vis., 24.3 kw aur., studio and trans. November 21 through November 28 location to 4Iá mi. S. of Jonesboro Courthouse, Jonesboro, install new trans. and ant. system and Includes data on new stations, changes in existing stations, ownership changes, hearing make Other equipment changes. Announced Nov. changes and routine roundup. 28. cases, rules & standards KARK -TV Little Rock, Ark. -Seeks mod. of cp (which authorized new tv) to make minor equip- Abbreviations: ment changes. Announced Nov. 28. CP- construction permit. DA- directional an- night. LS - local sunset. mod. modification. WINT (TV) Waterloo, Ind. -Seeks mod. of cp tenna. ERP-effective radiated power. vhf trans. -transmitter. unl.- unlimited- hours. kc- (which authorized new tv) to change station very high frequency. uhf -ultra high frequency.- kilocycles. SCA- subsidiary communications au- location from Waterloo to Fort Wayne, Ind. ant-antenna. aur.- aural. vis.- visual. kw-kilo- thorizations. SSA -special service authorization. (pursuant to report and order adopted 11- 14 -56, watts. w -watt. me- megacycles. D -Day. N- STA- special temporary authorization. effective 12- 20 -57) and to change studio location to "to be determined, Fort Wayne." Announced Nov. 23. WHO -TV Des Moines, Iowa -Seeks mod. of Am -Fm Summary through Nov. 28 Tv Summary through Nov. 28 license to change aur. ERP to 158 kw. Announced Appls. In Nov. 27. Total Operating Stations in U. S.: WTPA (TV) Harrisburg, Pa. -Seeks cp to re- On Pend- Hear - place expired cp (which authorized new ti'). Air Licensed Cps ing ing Vhf Uhf Total Announced Nov. 28. Am 2,981 2,954 171 331 125 Commercial 377 91 4681 WKST -TV New Castle, Pa. -Seeks cp to change Fm 534 517 43 42 0 Noncomm. Educational 17 5 223 trans. location to Midlothian Blvd., Youngstown, Ohio, change ERP to 198 kw vis., 119 kw aur., FCC Commercial Station Authorizations Grants since July 11, 1952: change type trans. and make ant. and other 1956 equipment changes. Announced Nov. 23. As of October 31, " (When FCC began processing applications KRGV -TV Weslaco, Tex. -Seeks cp to change Am Fm Tv after tv freeze) ERP to 100 kw vis., 50 kw aur., studio location Licensed (all on air) 2,940 517 233 Vhf Uhf Total to 311 Missouri Ave., Weslaco, change type trans. Announced Cps on air 29 11 276 Commercial 337 317 6543 and make minor equipment changes. Cps not on air 121 20 114 Noncomm. Educational 23 21 443 Nov. 28 . Total authorized 3,090 548 623 Applications in hearings 163 3 126 New 282 9 56 Applications filed since April 14, 1952: station requests . . . New station bids in hearing 111 0 80 (When FCC began processing applications Allocations Facilities change requests 156 3 31 after tv freeze) Total applications pending 899 93 373 ACTION BY FCC Licenses deleted in October o 1 0 New Amend. Vhf Uhf Total Cps deleted in October 3 o o Commercial 1,043 337 813 566 1,3803 Charleston, Columbia, S. C.; Madison, Wis.; Noncomm. Educ. 63 36 27 63' Elmira, N. Y. -FCC by memorandum opinion and Based on official FCC monthly reports. These order, denied following petitions for extensions of are not always exactly current since the FCC time to file comments in "deintermixture" pro- must await formal notifications of stations going Total 1,106 337 849 593 1,4431 ceedings: (1) by Washington Post Co. (WMBR -TV on the air, ceasing operations, li- Jacksonville, Fia., ch. 4) for extension of time surrendering 1 173 cps (33 vhf, 140 been deleted. censes or grants, etc. These figures do not include uhf) have to Jan. 21, 1957, in Charleston and Columbia, noncommercial, educational fm and tv stations. 3 One educational uhf has been deleted. S. C., proceedings in Dockets 11753 and 11799; For current status of am and fin stations see 3 One applicant did not specify channel. (2) by Radio Wisconsin Inc. (WIBC -TV Madison, "Am and Fm Summary," above, and for tv sta- s Includes 44 already granted. Wis., ch. 3) for extension to Jan. 18, 1957, in tions see "Tv Summary," next column. Includes 701 already granted. Madison proceeding in Docket 11754; (3) by (WCSC -TV Charleston, S. C., ch. 5) for extension to Jan. 21, 1957, in Columbia, S. C., proceeding in Docket 11799, and (4) by Central New York Bcstg. Corp. (WSYE-TV Elmira, N. Y., ch. 18) for ex- 1.3 mi. N. of Rowena, Split Rock Twp. in Minne - tension to Jan. 31, 1957, in Elmira proceeding in New Tv Stations . . , haha County, 9 mi. E. of center of Sioux Falls Docket 11758. Commissioner Doerfer dissented. change type trans. and ant. and make other Announced Nov. 21. ACTION BY FCC equipment changes. Announced Nov. 23. PETITION Birmingham, Ala. -Application of Winston - Salem Bcstg. Co. seeking cp for new tv on ch. 42 Existing Tv Stations . . . Cape Girardeau, Mo. -V. W. Lillard d/b as dismissed by letter 11- 26 -56. (Request of at- Cape Girardeau Television Co. requests amend- torney.) Announced Nov. 28. ACTIONS BY FCC ment of Sec. 3.606 by instituting rule- making to add ch. 2 to Cape Girardeau. Announced Nov. 23. APPLICATIONS AMENDED CALL LETTERS ASSIGNED Bowling Green, Ky.- Application of George A. Brown Jr. seeking new tv amended to correct WHLS -TV Port Huron, Mich. -Stevens -Wismer Translators . . , coordinates and furnish additional engineering Bcstg. Co., ch. 34. data. Announced Nov. 26. KMSO -TV Missoula, Mont.-Mosby's Inc., ch. APPLICATION Wilmington, N. C.- Application of United Bcstg. 13. Changed from KGVO -TV. Co. seeking new tv amended to furnish new WHTO -TV Atlantic City, N. J.- Neptune Bcstg. Madras, Ore. - Jefferson County Television Inc., financial data, change estimated cost construction Corp., ch. 46. Changed from WFPG -TV. ch. 74 (830 -836 mc) to rebroadcast ch. 6 KOIN- and programming, change ERP to 100 kw vis.. WLAN -TV Lancaster, Pa-Peoples Bcstg. Co., TV Portland, Ore. P. O. address 3/o Kenneth 70.8 kw aur., trans. location ch. 21. McCaulou, secrete Madras. Trans. output 10 to On North Lane to community 134.4 w. Estimated popula- Rd., off N. C. Rte. 117, Rocky Point, N. C., change KGTX -TV Bryan, Tex. -Brazos Bcstg. Co., w, ERP ch. 3. tion to be served 2,500. Estimated construction type trans., ant. (661.15 ft.) and make other cost $5,491, first year operating cost $750. An- equipment Announced Nov. 27. WARL -TV Arlington, Va.-Northern Virginia changes. Bcstrs. Inc., ch. 20. nounced Nov. 28. Sioux Falls, S. D.- Application of Morton H. Henkin seeking new tv on ch. 13 amended to APPLICATIONS APPLICATIONS AMENDED change applicant to KSOO Tv Inc., change ERP to 28.97 kw vis., 17.38 kw -TV Ala. mod. of cp Maupin, Ore. Application of Estel L. Stovall aur., trans. location to WMSL Decatur, -Seeks seeking cp for -tv translator station amended to supplement legal, financial data and to correct geographical coordinates. Announced Nov. 27. Manson, Wash. -Application of Manson Com- munity Tv Co. seeking new tv translator station amended to change ERP from 171 w to 176 w. NEGOTIATIONS FINANCING APPRAISALS Announced Nov. 26.

BLACKBURN -HAMILTON COMPANY New Am Stations . . . ACTIONS BY FCC RADIO TV NEWSPAPER Show Low, Ariz.-Peak Bcstg. Co. granted 1050 kc, 250 w D. Post office address Box 606, Show WASHINGTON, D. C. CHICAGO ATLANTA Low. Estimated construction cost $16,327, first James W. Blackburn year operating cost $24,000, revenue $36,000. Ray V. Hamilton Clifford B. Marshall Searcy J. Woodworth, chief engineer, KVNC Jack V. Harvey Tribune Tower Healey Bldg. Winslow, Ariz., is sole owner. Announced Nov. Washington Bldg. Delaware 7. 2755 -6 Jackson 5- 1576 -7 20. (Corrected report.) Sterling 3 4341 -2 Las Vegas, Nev.- Application of B. Floyd Farr, George Snell and Robert J. Blum, partnership d/b as Radio Nevada, seeking cp for new am on SAN FRANCISCO 1010 kc, 1 kw D, returned. (Request of appli- t cant.) Announced Nov. 26. William T. Stubblefield Amsterdam, N. Y.-Application of Walter T. NATION -WIDE SERVICE W. R. Twining Gaines seeking cp for new am on 1280 kc, 1 kw 111 Sutter St. D, remote control trans., returned. (Incorrectly Exbrook 2- 5671.2 dated.) Announced Nov. 26. H Livingston, Tex. Application of E. H. White- head and Tommie- Cole Stripling d/b as Polk County's Bcstg. Service seeking cp for new am

Page 124 December 3, 1956 BROADCASTING TELECASTING on 1220 kc, 250 w D, returned. (Incorrectly filed.) KHIT Walla Walla, Wash. -Seeks mod. of cp Co. Mr. Duncan will pay $30.000 for 25 %. An- Announced Nov. 23. (which authorized new am) to change studio nounced Nov. 21. location from 228 E. Main St., Walla Walla, to WMIC Monroe, Mich.- Granted assignment of 6 E. Alder St., and operate trans. by remote cp from Charles S. McIntyre Brouwer D. Mc- APPLICATIONS control. Announced Nov. 28. Intyre and William D. McIntyre d/b as Radio Walsenburg, Colo. -Floyd deter 1380 kc, I kw D. WISK St. Paul, Minn. -Seeks mod. of license Station WMIC to McIntyre Bcstg. Co. Corporate P. O. address 1502 W. Oklahoma. Enid, Okla. and cp (which authorized install DA -D, change change. Principals continue as 15 owners each. Estimated construction cost $7,390, first year station location, change frequency. power, type Announced Nov. 21. operating cost $15,864, revenue $24,000. Mr. Jeter trans. and ant-trans. location) to change name WRGP -TV Chattanooga, Tenn. -Granted ac- is engineer -announcer, -KCRC Enid. Announced to Victor J. Tedesco, Antonio S. Tedesco and quisition of control by Ramon G. Patterson Nov. 28. Nicholas Tedesco d/b as BVM Ecstg. Co. An- (present 50% owner) through purchase of 50% Columbus, Ohio Bcstg. nounced Nov. 23. stock from Will Cummings for $87,000. An- -North American Co. 27. 920 kc, 500 w. P. O. address % William R. Mnich KLAD Klamath Falls, Ore. -Seeks cp to change nounced Nov. 1375 Sunbury Rd., Columbus. Estimated construc- from 900 kc to 960 kc, increase power from 1 tion cost $44,413, first year operating cost $78,000, kw to 5 kw, install new trans. and make changes APPLICATIONS revenue $92,000. Principals include Mr. Mnich in ground system. Announced Nov. 26. (pres. gen.mgr: 53.25 %). sales representative. WBUX Doylestown, Pa. -Seeks cp to increase KYOR Blythe, KROP Brawley, KREO Indio, WCOL Columbus; John C. Fergus, attorney power from 250 w to 1 kw, install new trans. and KPRO Riverside, all Calif. -Seek assignment of (11.69 %), Robert H. Fergus, sports car dealer DA. Announced Nov. 26. licenses from Fred E. Carr, trustee in bankruptcy, (11.69%), John H. Gardiner, insurance agent WRIP Gloucester, Va. -Seeks mod. of cp (which to Imperial Bcstg. System Inc. for $533,850. Im- (11.69 %), and Roger M. Doerr, mgr. Decatur authorized new am) to change ant.- trans. loca- perial principals: Fred K. Danzig (pres. -19 %), (Ill.) Pump Co. (11.69%). Announced Nov. 23. tion. Announced Nov. 23. radio -tv program packager; Sherrill C. Corwin Marion, S. C. -Pee Dee Bcstg. Co. 1430 kc, 1 (11 %), theatre, film interests, and 15% owner, kw D, remote control trans. P. O. address % AI KAKE -TV Wichita, Kan.; A. Bartlett Ross Jr. G. Stanley, 514 Goodwin Ave., Lumberton, N. C. APPLICATION AMENDED (19%), radio -tv program packager, and Morris Estimated construction cost $16.473, first year WFCR Fairfax, Va.- Application seeking cp to Pfaelzer (12.5%), theatre interests. Announced operating cost $36,000, revenue $50.000. Principal 23. increase power from 500 w to 1 kw and install Nov. stockholder is Mr. Stanley (vice pres. -70 %), mgr., new trans. amended to change ant.-trans. and KARM -AM -FM Fresno, Calif. -Seeks acquisi- WTSB Lumberton. Announced Nov. 26. studio locations to Oak and Second Sts., Fairfax. tion of positive control by George Robert Harm Huntingdon, Tenn.-Robert G. Watson and Announced Nov. 26. and Hattie Harm as family group through pur- John M. Latham d/b as The Huntingdon Bcstg. chase of 50% of stock by Mr. Harm from Clyde Co. 1400 kc, 100 w uni. P. O. address % Mr. F. Coombs for $50,000. Mr. Harms and his mother Latham, 1102 West South St., Mayfield, Ky. Es- will own 100 %. Announced Nov. 26. timated construction cost $9,020, first year oper- New Fm Stations . . . KFEL Pueblo, Colo. -Seeks assignment of li- ating cost $28,000, revenue $42,000. Mr. Watson cense from Frank Donald Hall to KFEL Inc. Mr. is mgr., WKTM Mayfield. Mr. Latham is 50% APPLICATION Hall will exchange license for 98% ownership of owner, WFWL Camden, Tenn. Announced corporation. Announced Nov. 23. Nov. 23. Lockport, N. Y.- Lockport Union Sun & Journal WGHF (FM) Brookfield, Conn. -Seeks assign- Inc. 99.3 mc, 350 w uni. P. O. address 142 Main ment of cp from William G. H. Finch to Eastern APPLICATIONS AMENDED St., Lockport. Applicant (licensee, WUSJ Lock- Bcstg. System Inc. for amount of expenses. New port) was licensee of WUSJ -FM Lockport, de- corporation will be capitalized in excess of Grants Pass, Ore. -Application of James O. leted Nov. 14, 1952. Announced Nov. 20. $15,000. August J. Detzer, proposed sales manager, Wilson Jr. and Jim T. Jackson d/b as Grants will own 50% and Mr. Finch 50 %. Announced Pass Bcstg. Co. seeking cp for new am on 1270 APPLICATION AMENDED Nov. 23. kc, 1 kw D, amended to specify studio location WJSB Crestview, Fla. -Seeks assignment of as "same as trans." Announced Nov. 26. Red Bank, N. J.- Application of Frank H. Ac- license from C. S. Henderson, Crestview, Fla., Gresham, Ore. -Application of C. H. Fisher and Corsi seeking new fm amended to change fre- to Everett M. McCrary tr /as Crestview Bcstg. Co. for $23,500. Mr. McCrary, at present sales man- Edna E. Fisher d/b as Multnomah Bcstrs. seeking quency to 100.3 mc. Announced Nov. 23. cp for new am on 1380 kc, 500 w D, amended to ager of automobile agency, Fort Walton Beach, change frequency to 860 kc, change power to 250 Fla., was at one time gen. mgr. WATM Atmore, w, change type trans., make changes in ant. and Ala. Announced Nov. 27. ground system and re- describe ant-trans. and Existing Fm Stations . . . WYZE Atlanta, Ga. -Seeks assignment of li- studio locations as 1.1 mi. N. of city center on cense from Greater South Bcstg. Co. to Atlanta Cleveland Ave., Gresham. Announced Nov. 26. Bcstg. Co. for $125,000. Equal partners in Atlanta ACTIONS BY FCC Bcstg. are Bill R. McRae (pres.). George C. Nich- olson, Henry W. Lanham, Chester H. Jones and CALL LETTERS ASSIGNED Roy V. Harris. Mr. McRae is vice president - Existing Am Stations . . . Atlanta mgr., Clarke Brown & Co., radio -tv rep- KFSG -FM Los Angeles, Calif. -Echo Park resentative. Mr. Nicholson is attorney and ACTIONS BY FCC Evangelistic Assn., 103.5 mc. partner in WAUG Augusta, Ga. Mr. Lanham is KCMS -FM Manitou Springs, Colo.- Garden of KOB Albuquerque, N. M.-FCC gen. mgr. -15 owner, WTAM Decatur, Ga. Mr. by memoran- the Gods Bcstg. Co., 104.9 mc. Changed from Harris is attorney. Mr. Jones is partner, WAUG, dum opinion and order, authorized Albuquerque KCMS (FM). and has laundry and real estate interests. An- Bcstg Co., if it so desires, to construct and WBOR (FM) Brunswick, Me.- Bowdoin College, operate station KOB Albuquerque, pending final nounced Nov. 26. 91.1 mc, non -commercial educational station. WTAY Robinson, 511. -Seeks transfer of con- resolution of its permanent status, in manner WWWS (FM) Greenville, N. C. Carolina set forth in plan submitted in its of Nov. -East trol from Keith Moyer, Roger L. Moyer and letter College, 91.3 mc. non -commercial educational James Hilderbrand to Kathryn Duncan (40 %), 920 kc, 500 w. P. O. address % William R. Mnich station. Changed from WECT (FM). 19. (See story, this issue. GOVERNMENT section.) Edwin Phelps Jr. (40 %). and Edwin Phelps Sr. KWRO Coquille, Ore. -Application seeking cp (20 %) for $63,819. Miss Duncan is Robinson real - to replace expired cp (which authorized change APPLICATIONS tor. Mr. Phelps Jr. is gen. mgr. of WTAY and frequency, increase power, change hours, change Mr. Phelps Sr. is retired attorney. Announced ant.-trans. location. operate trans. by remote KMFM (FM) Mountain Park, N. M. -Seeks cp Nov. 28. control and make changes in ant. system) re- to change ERP to 33.4 kw, ant. height above WINT (TV) Waterloo, Ind. -Seeks assignment turned. Announced Nov. 23. average terrain to 255 ft. and change ant. system. of cp from Tri -State Television Inc. to Universal Announced Nov. 28. Bests. Co. Corporate change. Announced Nov. 23. WJMC -FM Rice Lake, Wis. -Seeks cp to change WABM Houlton, WAGM -AM -TV Presque Isle, CALL LETTERS ASSIGNED ERP to 25.83 kw, ant. height above average ter- both Me. -Seeks acquisition of control by Harold KCMS Manitou Springs, Colo. -Garden of the rain to 543 ft. and change type trans. Announced D. Glidden through sale of 830 shares of stock Gods Bcstg. Co., 1490 kc. Nov. 23. from Harry E. Umphrey to corporation for $30,000. WMMA Miami, Fla. -Frieda Bcstg. Corp., 1260 Mr. Glidden will own 94.8 %. Announced Nov. 27. kc. WKIK Leonardtown, Md. -Seeks acquisition of WJJC Commerce, Ga.- Albert S. Hardy, 1270 kc. Ownership Changes . . . negative control by each of William C. Redd and WRAJ Anna, 111. -Anna Bcstg. Co., 1440 kc. James L. Bittner through purchase of five shares KLUE Shreveport, La. -Twin City Bcstg. Co., ACTIONS BY FCC of stock by licensee corporation from Charles E. 1350 kc. Springer for $2,500. Mr. Redd and Mr. Bittner WNBP Newburyport, Mass.- Theodore Fein- KAIR Tucson, Ariz.-Granted assignment of each will own 50 %. Announced Nov. 26. stein, 1470 kc. cp from William John Hyland IH and Dawkins KRBI St. Peter, Minn. -Seeks assignment of WHMI Howell, Mich. -Livingston Bcstg. Co., Espy d/b as Pima Bcstg. Co. to Mr. Hyland, Mr. cp from Gustavus Adolphus College to Gateland 1350 kc. Espy and James H. Duncan d/b as Pima Bcstg. Bcstg. Corp. Total consideration $21,350. Gateland WCMP Pine City, Minn. -Pine County Bcstg. Co., 1350 kc. KAGE Winona, Minn. -Winona Bcstg. Co., 1570 kc. KRNY Kearney, Neb.- Elbert M. Gallemore Sr., 1460 kc. WHTG Eatontown, N. J.- Harold M. Gade, 1410 BROADCAST TUBES are always in stock at ALLIED kc. KLTR Blackwell, Okla. -Star Bcstg. Co., 1580 Refer to your complete kc. Changed from KBWL. ALLIED Buying Guide KOPY Alice, Tex. -Alice Bcstg. Co., 1070 kc. IMMEDIATE DELIVERY ON Changed from KBKI. for station equipment KZOL Muleshoe, Tex. -Blackwater Valley Bcstrs., 1570 kc. and supplies. Get WLDL La Crosse, Wis. -Lyons Bcstg. Co., 1490 RCA 6166 kc. Changed from WLCX. what you want when you want It. Ask to APPLICATIONS be put on our ALLIED is the world's WSUZ Palatka, Fla.-Seeks mod. of cp (which largest supplier of power "Broadcast Bulletin" authorized new am) to make changes in ant. sys- and special- purpose tubes mailing list. tem (decrease height). Announcd Nov. 23. station use. KWEI Weiser, for broadcast Idaho-Seeks cp to change from Look to us for immediate, 1240 kc to 1220 kc, increase power from 250 w to from the ALLIED RADIO I kw, change from uni. to D and install new expert shipment trans. Announced Nov. 23. world's largest stocks. 100 N. Western Ave. KVFD Fort Dodge, Iowa -Seeks authority to Chicago 80 determine operating power by direct measure- Phone: HAymarket 1 -8800 ment of ant. power. Announced Nov. 26. WPAG Ann Arbor, Mich. -Seeks authority to determine operating power by direct measurement of ant. power. Announced Nov. 26.

BROADCASTING TELECASTING December 3, 1956 Page 125 principals: Edward Schons (50%), 50% owner of M.D.. Seward; Walter B. Blue, Seward high XEXO Nuevo Laredo, Tamaulipas- Change in KLIL Estherville, Iowa 50 %, WKAI Macomb, Ill., school teacher. and A. G. Hiebert (see Fairbanks classification. 50 kw D DA -N. Class II. 9- 29 -56. and minority stockholder, WDUZ Green Bay, application above). Announced Nov. 28. 1320 kc Wis.; Mavis Peterson (33 %%). secy, -ofc. mgr., KHON Honolulu, Hawaii -Seeks involuntary as- XERN Montemorelos, Nuevo Leon -Change in KLIL and WKAI, and William D. Reynolds signment of license from Aloha Bcstg. Co. to Wil- call letters. 250 sv D 100 w N unl., Class IV. (16%%). employe, Crown Iron Works, Minneapo- liam V. Pacheco and Allen R. Hawkins, co -com- 9- 29 -56. lis. Announced Nov. 26. missioners (court -appointed), who will hold fore- WBKH Hattiesburg, Miss. -Seeks assignment of closure sale. Announced Nov. 27. Mexico Change List #197 October 29, 1956 license from Benny L. Blackledge Jr. and F. M. 680 kc Smith d/b as Hattiesburg Bcstg. Co. to Deep XEFJ Teziutlan, Puebla-New. Change from South Radio Inc. Corporate change. No change Hearing Cases . 1330 kc. I kw DA -N uni., Class II. 4- 29 -57. in ownership. Announced Nov. 27. WAIR-AM -FM Winston -Salem, N. C. -Seek as- 970 kc signment of licenses from Radio Winston -Salem FINAL DECISION XEYA Irapuato, Guanajuato -Delete assignment. 1 kw D 100 w N unl., Class III -B. 10-29 -56. Inc. to Forsythe Bcstg. Co. for $30,764. d. F. Koons KNBY Newport, Ark. announced its IH, account executive, Midland Adv. Co., Cincin- -FCC de- 1260 kc cision of Nov. 19 denying application of Newport XEKP nati, Ohio, is 100% owner of Forsythe. An- Bcstg. Co. to change frequency of KNBY Ojinega, Chihuahua -New 500 w D 100 w nounced Nov. 28. station N uni., Class IV. 4- 29 -57. KRTV Hillsboro, Ore. -Seeks assignment of li- Newport from 1280 kc to 730 kc, continuing operation with 1 kw D without preludice to filing 1330 kc cense from Harold C. Singleton tr /as Tualatin XEFJ Teziutlan, Puebla -Delete assignment. Bcstrs. Inc. Cor- by Newport of application for such change sub- Valley Bcstrs., to Tualatin Valley ject to its utilization of directional antenna array Changed to 680 kc. 1 kw D 100 w N uni., Class IV. porate change. No change in ownership. An- to protect existing stations in accordance with 10- 29 -56. nounced Nov. 28. Commission's rules and technical standards; dis- 1430 kc WSCR Scranton, Pa. -Seeks transfer of control missed as moot request of KTRY Bastrop, La., to XEKA Nueva Rosita, Coahuila-Change in call from David M. Baltimore to WERE -TV Inc. letters from XERN. 100 w uni., Class IV. 10-29 -56. (WBRE -TV Barre, Pa.) for exchange of reopen record and add issue (Docket 10883: BP- Wilkes- 9081). By separate order of same date, Commis- 1450 kc stock. Baltimore family owns WBRE -TV. An- XENW nounced Nov. 28. sion denied motion of Newport to strike excep- Culiacan, Sinaloa- Change in call letters WKBJ Milan. Tenn. -Seeks assignment of li- tions and supporting brief of Morehouse. An- from XEGF. 250 w. uni., Class IV. 10- 29 -56. cense from Hubert P. Clemmer, W. G. Denney, nounced Nov. 23. Guy Harwood, Ben L King and Bryant Cunning- ham d/b as West Tennessee Bcstg. Co. to Hubert OTHER ACTIONS Routine Roundup P. Clemmer. W. G. Denney, Guy Harwood, Ben I. King, Bryant Cunningham and Jack C. Merrill WGMS -AM -FM Bethesda, Md.-Washington. d/b as West Tennessee Bcstg. Co. Mr. Merrill is D. C. -FCC by order of Nov. 21, pursuant to di- November 21 Decisions buying 16%% interest for $5,000. Announced rection of Court of Appeals, ordered that on or Nov. 23. before Nov. 26 license and cp of WGMS Bethesda ACTIONS ON MOTIONS KTXN Austin, Tex. acquisition of posi- and license of WGMS -FM Washington be re- -Seeks by Teleradio Pictures Inc., By Commissioner Robert T. Bartley tive control by Robert N. Pinkerton through pur- assigned RKO to The Broadcast chase of 25% interest by Mr. Pinkerton and Edgar Good Music Station Inc., and, accordingly, effec- Bureau -Granted petition for ex- B. Pool from Elsie Moselle Stewart for $15,000. tive date of Commission's action granting as- tension of time to Nov. 23, to file exceptions to Mr. Pinkerton, present 50% owner, will own signment at issue is postponed to effective date initial decision re WMEX Boston, Mass., for of Commission's decision after hearing unless renewal of license. Action Nov. 20. 66%% and Mr. Pool remainder. Announced Mid Nov. 23. prior to that time Commission, upon being re- -West T.V. Corp., Indianapolis, Ind.- KENN Kenedy- Karnes City, Tex.-Seeks as- lieved by court of obligation to stay effectiveness Granted petition for extension of time to Nov. signment of license from Charles W. Balthrope to of grant, shall find that public interest requires 26, to file reply to "Oppositions to Petition to The Camel Co. for $18,429. Mr. Balthrope will be that grant remain in effect (Docket 11821: BAPL- Reopen Record and for Leave to Amend Appli- president -96% owner. Announced Nov. 27. 114; BALH -236). Comrs. Hyde and Bartley con- cation of Mid -West T.V. Corp." filed by Indian- of concurred in action taken herein. Announced Nov. apolis Bestg. Inc., WIBC Inc. and Crosley Bcstg. KVKM Monahans, Tex. -Seeks transfer Corp., 13 trol from Joc Vandiver and G. C. Greenlee to 21. in ch. proceeding, Indianapolis, Ind. J. B. Walton and Helen Winborne Walton who Irwin, Pa.-FCC by order of Nov. 21 granted Action Nov. 20. 64% have petition by WCAE Inc. for immediate stay of Broadcast Bureau -Granted petition for exten- are buying for $30,000. Waltons ranch- sion of to 4, ing and oil properties. Announced Nov. 26. further proceedings in Irwin ch. 4 comparative time Dec. to file comments to "Peti- WRAP Norfolk, Va. -Seeks assignment of cp hearing case, to extent that hearing now sched- tion to Enlarge Issues" filed by Dept. of Educa- from Rollins Bcstg. of Virginia Inc. to Rollins uled for Dec. 3 is continued to Dec. 17, so that tion of Puerto Rico, in ch. 3 proceeding, Maya- Bcstg: Tclecasting of New York Inc. Corporate Commission may have opportunity to carefully guez, P. R. Action Nov. 20. change for purpose of consolidating management consider arguments made in WCAE's Nov. 16 By Chief Hearing Examiner of WRAP and WNJR Newark, N. J. Both firms petition for reconsideration of Nov. 9 order and James D. Cunningham are wholly -owned subsidiaries of Rollins Bcstg. in any oppositions and replies which may here- Hamlet, N. C.; Palmetto, Bradenton, Key West, Inc (WAMS Wilmington, Del.; WJWL George- inafter be filed (Dockets 7287 et al.). Announced all Nov. 21. Fla.- Ordered that hearings shall commence town, Del.; WBEE Harvey, Ill.; WIRI Indianap- Feb. 13, 1957, in following am proceedings: Ris- olis; WPTZ (TV) Plattsburgh, N. Y.). Announced den Allen Lyon, Hamlet; Gulf Isles Bcstg. Co., Nov. 23. Palmetto, and Sunshine State Bcstg. Co., Braden- WRVC (FM) Norfolk, Va. -Seeks assignment of NARBA Notifications . . . ton; Ken -Sell Inc. and Florida Keys Bests. Corp., license from Larus & Bro. Co. to Virginia Good Key West (Dockets 11858 -9; BP- 10242, 10603). Ac- Music Corp. for $13,500. One -third owners of List of changes, proposed changes and correction Nov. 19. Virginia Good Music are John D. Robera Jr., tions in assignments of Mexican broadcast sta- Norman C. Willcox (pres.) and Charles G. tions modifying appendix containing assignments By Hearing Examiner H. Gifford Irion Massie Jr. Mr. Massie and Mr. Willcox are present attached to recommendations of North American Groton, Conn.; Bridgehampton, N. Y.- Ordered minority stockholders and employed as pro- Regional Bcstg. Agreement Engineering Meeting that record in proceeding on applications of gram director and commercial mgr., respectively. Jan. 30, 1941. Lawrence A. Reilly and James L. Spates, Groton, Announced Nov. 26. and The Thames Bcstg. Corp., Bridgehampton. KFRB Fairbanks, Alaska-Seeks assignment of Mexico Change List #196 September 29, 1956 is reopened and that further hearing will be held license from William J. Wagner tr /as Alaska 960 kc Nov. 26, at 2:30 p.m. Action Nov. 19. Bcstg. Co. to Fairbanks Radio Bcstrs. Inc. for XEDF Nuevo Laredo, Tamaulipas- Correction WDVM Pocomoke City, Md.-Granted petition $80,000. Principals in Fairbanks Radio are Robert in operating characteristics. 5 kw D 1 kw N, DA- for leave to amend (together with amendment D. Byers (pres.- 23.36 %), air transportation inter- 1 uni., Class III. 12- 29 -56. of such petition) to specify directional antenna ests, and A. G. Hiebert (vice pres. -23.36 %), pres. 1300 kc with power of 1 kw instead of nondirectional and minority stockholder, KTVA -TV Anchorage XEYJ Nueva Rosita, Coahuila- Correction in operation, and application, as amended, is re- and KTVF -TV Fairbanks. Announced Nov. 23. call letters. 1 kw D 100 w N uni.. Class IV. 9- 29 -56. moved from hearing docket. Action Nov. 19. KIBH Seward. Alaska -Seeks assignment of license from William J. Wagner tr /as Alaska Bcsta. 1400 kc XEJL Guamuchil, Sinaloa -New. 1 kw D 250 w Co. to Seward Bcstg. Corp. for $40,000. Equal November 23 Decisions owners of Seward Bcstg. are R. E. Baumgartner N uni., Class IV. 3- 29 -57. (pres.), attorney: Jacque E. Roth, Seward bank 1490 kc ACTIONS ON MOTIONS Manzanillo, -New. 500 250 v.p. -mgr.: Lawrence Urbach, Seward retail cloth- XEAL Colima w D w By Commissioner Robert T. Bartley ier; Meryl A. Bass, corresponding secretary, Se- N uni., Class IV. 3- 29 -57. ward Chamber of Commerce; Ray J. James, own- 1550 kc Broadcast Bureau- Granted petition for exten- er of Seward construction firm; John W. Jeffrey, XEJJ Jalapa, Veracruz- Change in operating sion of time to Nov. 28, to file exceptions to agent, Seward steamship firm: Joseph B. Deisher, characteristics. 10 kw unl., Class I -B. 29 initial decision in proceeding on am applications 9- -56. of Courier -Times Inc., New Castle, Ind., and WSLM Salem, Ind. Action Nov. 21. Broadcast Bureau -Granted petition for extension of time to file oppositions or comments to Lake Huron Bcstg. Corp., Saginaw, Mich., "Peti- tion to Enlarge and Clarify Issues," in ch. 12 proceeding. Flint (WJR, The Goodwill Station Inc., et ai.); time extended to date 15 days after final NEGOTIATOR action is taken on Lake Huron's appeal from order of Chief Hearing Examiner disallowing FOR intervention. Action Nov. 21. THE By Chief Hearing Examiner ALLENJJ James D. Cunningham PURCHASE AND KANDER Beaumont, Tex. -Denied petition of W. P. Hob- nn by to intervene as party in ch. 6 proceeding. Beaumont (The Enterprise Co. and Beaumont SALE OF Bcstg. Corp.). Action Nov. 20. By Hearing Examiner Herbert Shartman RADIO AND 1625 Eye Street, N.W. Washington, D. C. NA 8 -1990 Pachuta, Laurel, Miss. -On oral request of counsel for applicants, and without objection by 60 East 42nd Street New York 17, N. Y. MU 7 -4242 Broadcast Bureau, ordered that hearing is further TELEVISION 35 East Wacker Driva Chicago 1, lainais RA 6 -3688 continued from Nov. 26 to Jan. 14, 1957, re applications of WCOC -TV Meridian, Miss., for mod. of cp to operate on ch. 7 in Pachuta in lieu of STATIONS ch. 30 in Meridian, and Laurel Television Co. for new tv station to operate on ch. 7 in Laurel. Action Nov. 20. Indian City Bcstg. Co., Anadarko, Okla. Granted request for continuance re its am ap-- Continues on page 133 Page 126 December 3, 1956 BROADCASTING TELECASTING PROFESSIONAL CARDS

JANSKY & BAILEY INC. JAMES C. McNARY -Established 1926 - GEORGE C. DAVIS Executive Offices Consulting Engineer CONSULTING ENGINEERS 1735 De Sales St., N. W. ME. 8 -5411 PAUL GODLEY CO. RADIO A TELEVISION National Press Bldg., Wash. 4, D. C. Offices and Laboratories Upper Montclair, N. J. Pilgrim 6 -3000 501 -514 Munsey Bldg. STerling 3 -0111 1339 Wisconsin Ave., N. W. Telephone District 7 -1205 Laboratories, Great Notch, N. J. Washington, D. C. ADams 4 -2414 Washington 4, D. C. Member AFCCE Member AFCCE .Member AFCCE Member AFCCE

Commercial Radio Equip. Co. A. D. RING & ASSOCIATES GAUTNEY & JONES Everett L. Dillard, Gen. Mgr. Lohnes & Culver 30 Years' Experience in Radio CONSULTING RADIO ENGINEERS INTERNATIONAL BLDG. DI. 7 -1319 Engineering MUNSEY BUILDING DISTRICT 7 -8215 WASHINGTON, D. C. 1052 Warner 81dg. National 8 -7757 P. O. BOX 7037 JACKSON 5302 Pennsylvania Bldg. Republic 7 -2347 WASHINGTON 4, D. C. Washington 4, D. C. KANSAS CITY, MO. WASHINGTON 4, D. C. Member AFCCE' Member AFCCE Member AFCCE Member AFCCE

WELDON & CARR PAGE, CREUTZ, RUSSELL P. MAY Consulting STEEL & WALDSCHMITT, INC. KEAR & KENNEDY Communications Bldg. 'Fi 14th 3t.. N. W. Showiest Bldg. 1302 18th Radio & Television 710 14th St., N. W. Executive 3-3670 St., N. W. Hudson 3 -9000 Neshingten 5, D. C. tEpubllc 7-3984 Engineers Washington s, D. C. WASHINGTON 6, D. C. Washington 6, D. C. Dallas, Texas 303 White Henry Stuart Bldg. Mutual 3700 Seattle 1, Washington Member AFCCE, 1001 Conn. Ave. .4212 5. Buckner IIvd. .Member AFCCE Member AFCCE Member AFCCE

EARL CULLUM, JR. A. GUY C. HUTCHESON ROBERT M. SILLIMAN LYNNE C. SMEBY CONSULTING RADIO ENGINEERS Jahn A. Moffet-Associate CONSULTING ENGINEER AM -FM -TV P. O. Box 32 CRestviw 4-8721 INWOOD POST OFFICE 1405 G St., N. W. 4806 MONTGOMERY LANE DALLAS 9, TEXAS 1100 W. Abram Republic 7 -6646 JUSTIN 6108 Washington 5, D. C. WASHINGTON 14, D. C. ARLINGTON, TEXAS .Member AFCCE ,Member AFCCE Oliver 2 -8520

SEO. P. ADAIR ENG. CO. F. KEAN WILLIAM E. BENNS, JR. WALTER ROBERT L. HAMMETT Consulting Engineers CONSULTING RADIO ENGINEERS Consulting Radio Engineer CONSULTING RADIO ENGINEER Radio -Television Associates 3802 Military Rd., N. W., Wash, D. C. George M. Sklern, Robert A. Jones EMerson 2 -8071 Communications-Electronics Phone 821 MARKET STREET 1 Riverside Road -Riverside 7 -2153 Box 2468, Birmingham, Ala. 1610 Eye St., N.W., Washington, D. C. SAN FRANCISCO 3, CALIFORNIA Executive 3 -1230 Executive 3-5851 Riverside, III. Phone 6 -2924 SUTTER 1 -7545 Member AFCCE (A Chicago Suburb) 3fember AFCCE

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BROADCASTING TELECASTING December 3, 1956 Page 127 CLASSIFIED ADVERTISEMENTS RADIO Payable in advance. Checks and money orders only. Deadline: Undisplayed- Monday preceding publication date. Display -Tuesday Help Wanted preceding publication date. -(Cont'd) Situations Wanted 200 per word -$2.00 minimum Help Wanted 250 per word $2.00 minimum. - Announcers All other classifications 300 per word -$4.00 minimum Display ads $15.00 per inch Girl disc jockey, age 21 to 25, attractive with good No charge for blind box number. Send box replies to voice. Send recent picture. Box 471C. BT. BROADCASTING TELECASTING, 1735 DeSales St. N. W., Washington 6, D. C. Announcer ready for sales and programming; 590. Ammar': If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance South -southwestern location. Box 489C, BT. separately, please). All transcriptions, photos, etc., Bent to box numbers are sent at owner's risk. BsetaossT- rwa Teranar1Na expressly repudiates any liability or responsibility for their custody or return. Announcer -salesman. Have you ever wanted to be manager of your own radio station? We currently operate only station in prosperous Texas city and plan to open remote studios in town of 20,000 people only 15 miles away with no sta- RADIO RADIO tion. You live there, sell time, write copy and announce your own program twice daily. Tre- mendous opportunity for a real hustler to make Help Wanted Help Wanted -(Cont'd) himself between $6,000 and $10,000 base plus percentage of billing. Small town radio experience essential. Write giving full background. Box New group ownership has just taken over 1kw Salesmen 523C, B.T. fulltime station operating studios in two prosperous towns of 25,000 and 20,000 in Gulf Coast Announcer, first -class ticket. Accent on voice, Texas area. We are reprogramming and restaff- Good salesman with considerable experience in Good deal for right man in wonderful Idaho, ing and need chief engineer, sales manager, sales- small markets as assistant to station manager. sportsman's paradise. Experienced, solid man to men, announcer- salesman, announcer -copywriter. Good base salary plus percentage override on grow with expanding organization. Resume, tape Top pay, Incentive bonus, insurance plus promo- station billing. Station located in prosperous to Box 554C, B.T. tion opportunities in six station group. Write full small city of 25,000 in Gulf Coast Texas area with details first letter. Box 525C, BT. remote studios in adjoining town of 20,000. No Announcer with first class ticket. Southwest day- competition, only station in market. Unlimited time music -news station. Opportunity with ex- Managerial earning opportunity for aggressive hard worker panding organization. Send resume, tape to Box with ideas for small market radio. Write giving 557C, BT. All tapes returned immediately. previous experience and current earnings. Box General manager -for well established regional 522C, B.T. Southern station needs first ticket- announcer and southeast. straight announcer. Permanent. Pay good. Box radio station Excellent opportunity 592C, B.T. for aggressive man who knows how to sell and Opportunity for experienced salesmen. Good can encourage others to likewise. Give complete market. Good deal. KFRO, Longview, Texas. Long established station located Carolinas needs resume and qualifications in first letter. All good announcer holding first class license. Mini- replies strictly confidential. Box 548C, B.T. KPOK, Scottsdale, Arizona, with personalities, mum salary over $400 monthly plus benefits. Box power, and prestige offers prodigious potential 600C, B.T. Help wanted: Commercial manager wanted for for producer. Send resume, references, photo- Solid staff man for small market station in Penn- southern California independent. State experi- graph to Dick Gilbert. sylvania. Desire a man who knows and likes ence and sales record first letter. This is an small town radio and small town life. Above opening. Box 591C, immediate B -T. Salesman: Salary plus commission. Car neces- scale pay plus genuine opportunity for advance- sary. Send full information, photo, references ment for the right man. Include photo, 7j§ tape manager with more than just a newscast on it, and ex- Local sales wanted by central Illinois and tape if available to KSCB, Liberal, Kansas. perience Box radio station, city over 100,000. Reply Box 596C details with your reply. 630C, B.T. B.T. Top salesman, liberal salary, commission, car al- Experienced announcer desiring sales opportu- lowance. Send full particulars and photo to Bob nity, chance to advance. Interview required. Sales manager- strong on sales for major Ohio Murray, KWG, Stockton, California. Start $75.00. KBUD, Athens, Texas. market. Real financial opportunity for right man Please write full details to Box 602C, B.T. Experienced combo man, first phone, interested Salesman, immediate opening. Experienced local in sales, all- around local operation, qualified to sales, write own copy. weekly salary guaranteed. advance to managerial position. Send details, Sales manager or salesman. One of America's tape. KCRE, Crescent City, California. most progressive and fastest growing station WKTL, Kendallville, Indiana. representatives is looking for a man with proven Opportunity for good married staff announcer. experience to manage its midwest office. The Announcers Send resume. ABC Network. KFRO, Longview, successful applicant will have had experience Texas. selling either local radio and /or television time Morning combo. Top salary. No or has had equivalent experience with a national floaters. Replies Help wanted-announcer. News -deejay, imme- confidential. Ohio station. Box 298C, B.T. diate addition to staff. Must be able to cover spot representative. In your application state local news beat, write and announce news and your past and current affiliations and what com- $350 per month. 48 double on bright morning deejay show. 5000 pensations you would expect. Address your reply hour week. Married men clear channel top station. only. Minimum 2 Don't apply unless to Ted Oberfelder, 60 East 56th Street, New York years experience. Send full much better than average. Salary $5,500 to 56,- 22, New York. details, tape and references to Box 343C, B.T. 000 to start. Rush tape including news, personality deejay and adlib. Include full background, 1st class engineer -announcer. No picture, references, personal data. Bob Brab- Salesmen experience bon, Program Director, KGDM, Stockton, Cali- necessary. Will train on job. Northeast. Im- fornia. mediate opening. Box 441C, B.T. Top -notch salesman for south Florida high power Experienced announcer, who can handle adlib, Independent. Send complete details, references, Florida coast station needs good run a top DJ night show, and opportuni to first letter. Excellent pop DJ. Send compensation for proven short tape of show, commercials, news. $100 a sell. Send tape- resume -salary and recentpic-ty producer. Box 458C, B.T. week to start. Box 459C. BT. ture. Kerm Kath, KGOS, Torrington, Wyoming. Wanted: Experienced announcer, network station. Contact Radio Station KLIC, Dr. F. P. Cerniglia, Monroe, Louisiana. Immediate opening for experienced commercial announcer. Prefer man with midwest or western experience. Airmail all details to Personnel Di- DO YOU NAVE rector, KOA- Radio, Denver. ALL THREE? Announcer: Good salary. Experience preferred but not necessary, ability a must. Send full information, tape, photo 1. If you can answer YES there is a strong ac- and references to KSCB, CHARACTER tive Liberal. Kansas. demand for your services. But . . . it takes Announcer -must be strong for hard hitting mu- more than a quick yes to land the sic and news daytime Piedmont North Carolina. 2. ABILITY better positions. Some knowledge classical desirable. Tape and resume immediately. Sandy McClamroch, WCHL, The successful marketing Chapel Hill, North Carolina. 3. EXPERIENCE of one's services requires the application of scientific Announcer-engineer. 1st phone announcer, short selling hours good pay for right man, permanent posi- practices by a professional organization, with nation-wide contacts, tion. Send tape, and photo to WDKD, Kingstree, exclusively dedicated to the broadcast industry. S. C. Telephone 6761. January 15th WDIX will have an opening for We invite confidential inquiries, with your resume, for analysis radio air -salesman. This is 5kw established opera- of advancement tion in an excellent small town where segrega- opportunities. tion will continue another 50 years. There's good fishing, hunting, golf, excellent schools and supervised playgrounds, beaches and mountains BROADCASTERS EXECUTIVE PLACEMENT near year -round resort weather, vacations with SERVICE, INC. pay, profit sharing, group hospitalization and 333 Trans -Lax Bldg. 724 Fourteenth St., N. W. salary insurance your option. We require first Washington 5, D. C. phone. Send tape, photo, biography, salary desired to WDIX, Orangeburg, South Carolina. Page 128 December 3, /956 BROADCASTING TELECASTING RADIO RADIO RADIO Help Wanted-(Cont'd) Help Wanted-(Cont'd) Situations Wanted Announcers Technical Managerial Immediate opening for experienced announcer, Need immediately two engineers, first phone, Station manager -long, thoro experience. Strong strong on news and records. Good salary, talent. transmitter, no announcing. Contact WHLM, on sales, energetic hard worker. Efficient man- Send audition, photo. background information Bloomsburg, Pennsylvania. agement, gets things done. Good business build- to Station WFDF, Flint, Michigan. er. Dependable, nondrinker, high character. Daytime kilowatt has opening for first class en- Know and prefer southern markets. Available Combo man with first class ticket for daytime gineer. Ability to announce helpful but not es- immediately. Box 336C, B.T. station. Excellent condition. routine maintenance. sential. Paid vacation, hospitalization plan. Air announcing ability important. Send complete conditioned. Send details, expected salary. Chief Successful 36 -year old radio station operator de- resume, photo and tape immediately. Kersh Wal- Engineer, WLPO, LaSalle, Illinois. sires new location in 1957. Civic -minded, man- ters, WKDL, Clarksdale, Mississippi. age, sell, announce, work and make money. All Experienced engineer with 1st class license for offers confidential. Box 443C, BT. Clear channel announcer. Staff audition at WLW, maintenance, recording and construction. WPlK, Cincinnati. The Nation's Station" if oft and Alexandria. Virginia. General manager, ten years experience all phases. running with a completely revamped local pro- first phone, married, car, 30. Let's reciprocate in- gram schedule loaded with personality shows, WTOC, 5 kw directional, Savannah, Georgia, formation. Box 535C, B.T. remotes and souped up news. Prefer experienced needs first class engineer. Send complete qual- newscaster -writer who can handle interviews. ifications. references and photograph to Chief Management problems? Over 20 years profitable audience. Must be able to sell on the air. Sub- Engineer. radio management experience available your sta- mit 714 tape with news, commercials, adlib about tion. Desire management contact. Box 598C, self. Also resume and photo. To Program Man- Wanted: Chief engineer, WVOS, Liberty. N. Y. B.T. ager, WLW, Cincinnati 2, Ohio. Call collect. Manager -sales manager: From $54,000 yearly loss Sports director needed at once. Football, bas- Engineer- announcer, immediately. Call Liberty to good profit, my record for past three years ketball play -by -play, some staff. Contact Pro- 1680, WVOS, Liberty, N. Y. in major market. My owner sold, capital gains; gram Director, WMAN, Mansfield, Ohio. new owner to operate. Available. Opportunity Box Am -fm chief engineer, experience in installa- to present my record will be appreciated. Increasing our staff. Must have minimum one tion, construction, maintenance in both equip- 613C, B.T. year commercial station experience. Send corn - ment, servicing of studio and directional arrays. plete details and tape to WNXT, Portsmouth. Photo background and salary first letter. Ad- Manager -excellent management and sales rec- Ohio. dress all correspondence to: Corporacion Radio - ord. Employed same top regional affiliate. Finest fonica Nacional, P. O. Box 347, Maracaibo, Vene- local. agency and industry references. Confi- Experienced combo man. Must be capable an- zuela. dential. Box 616C, B.T. nouncer and have knowledge of technical maintenance with first class ticket. Contact Bill Stew- Executive -twenty years solid administrative ex- art, WPBC, Minneapolis, Minn. Programming- Production, Others perience in both sales and programming, network and local levels, currently employed in News director- challenging local news job open New York, seeks top position with established We're expanding . top pay for hot shot per- in extremely active news market. Outstanding organization. Twelve years with present afnl- sonality DJ's preferably with show biz or musical kilowatt independent offers real news opportu- iation, but wishes to relocate in smaller com- background. Storz Stations top rated in Omaha. nity and good salary to experienced. aggressive. munity. Mature, imaginative, hard worker. Sal- Kansas City, Miami, New Orleans and Minneap- mature newsman. Box 570C, B.T. ary secondary to possibilities for growth and olis. Air tape and resume to Todd Storz -Kil- pleasant living conditions. Outstanding refer- patrick Building, Omaha, Nebr. Program director- outstanding kilowatt indie ences. Box 621C, B.T. with top ratings and excellent staff wants family man with PD experience. Administrative and Sales manager- manager. Successful sales record. Technical creative ability paramount. Box 571C, BT. Creative selling. College. Responsible. Loyal. Economy minded. Cooperative. Sports and spe- Experienced chief engineer for 1000 watt direc- Ready to move up? You've got ideas? You're cial features. Presently sales manager. Box tional station in Louisiana. Box 537C, B.T. a good announcer but are convinced you'd be 622C, BT. the program director if given a chance? You may be the man we want. We've got a job for Assistant manager eight years radio wants man- First ticket, good maintenance engineer. with fair a man 35 to 45 in a pleasant, rapidly growing agerial post. Young executive, 34, family, ex- voice, for big market am -fm. Opportunity to be- area near Washington -Baltimore. Network-affil- cellent air work. Box 624C, BT, come chief. Full details first letter. Box 563C, iated but with aggressive local programming B.T. policy. Interested? Write immediately! We're Salesmen ready! Give full data first letter, experience, Chief engineer for fulltime 1kw in prosperous salary expected, recent photo. Send tape. We'll Attention: Wisconsin- Illinois -Minnesota. Two jobs Gulf Coast Texas city of 25,000 people. Lots of return it if not hired. Box 578C, B.T. for the price of one. Announcing and sales. sunshine, ideal living conditions in friendly com- Radio and tv. 5 years experience, all phases. munity. Good base salary, annual bonus, health Immediate opening for experienced newsman No Desires am or combination operation. Accent insurance. Other benefits. Immediate opening. qualified in reporting, writing, editing. air on sales. Top Announcer. Box 628C, BT. Write giving full background. Box 524C, BT. work. Prefer man with midwest or western experience. Airmail complete details to Personnel Director, KOA- Radio, Denver. Announcers Immediate opening for a qualified chief engineer familiar with daytime remote control, night -time Newsman who can dig, write, local news. Cru- Personality -DJ- strong commercials, gimmicks, directional operation. 1000 watt RCA equipment. sader. Experienced, tho not essential if you like etc. Run own board. Steady, eager to please. Pleasant living and network conditions in medi- news. Opening December 20th. Phone, write or Go anywhere. Box 575C, BT. um -sized community Washington-Baltimore area. wire, KOEL, Oelwein, Iowa. No board work. We're ready to talk terms. For Top Pulse rated DJ- country and pop-available interview, write giving full information. experi- Girl Friday experienced in copy, traffic, secre- January 1. Also excellent news and all- around ence, personal data, recent photograph, refer- tarial. Contact Bob Murray, KWG, Stockton, announcer -30 years experience- family-relia- ences and salary expected. Box 579C, BT. California. ble. Box 594C, B.T. Chief engineer -DJ combination. Must be able Copywriter: Prefer experienced woman for CBS Hi, northeast! Looking for a personality DJ'? to handle 5kw am transmitter and be good DJ. am -tv operation. Reply to Manager, WARD -AM- Over 2 years experience, currently employed. Capable, steady man with reliable habits and TV, Johnstown, Pa. Third ticket, vet, car, single, 26. $85 with oppor- good references can make good money. Start at tunity. Box 595C, BT. $500.00 if can qualify. Two openings, one in Wanted inunediately, continuity writer able to California and other in Pacific northwest. Send do parttime announcing. Please send resume, Needs more work. Sportcaster with 10 years ex- complete information, picture and experience, tape and starting salary. WCLA, Box 87, Peters- perience and not enough to do. Regional net. references and tape. In hurry. Reply Box 615C, burg, Virginia. play -by -play. Currently working 3rd market. Sponsored. Prefer East. Box 605C, BT. B.T. Register with us for better jobs! Nationwide service. Commercial Employment, 652 Chestnut Basketball announcer did 83 games past season First class engineer- announcer combination man Street, Gadsden, Alabama. including major university. Box 610C, B-T. for progressive am -fm combination- excellent opportunity strong independent -will pay price for right man. Box 623C, B.T. New station needs combination man first class ticket, good engineering background and excellent voice. Send details and tape. Good salary. CONTINUITY AND TRAFFIC JOBS OPEN KAFA, Box 762, Colorado Springs, Colorado. Engineer -announcer. KBMN Radio, Bozeman, AT Montana. Engineer must be proficient and have good voice. Salary commensurate with ability. Send audition tape, full particulars. and recommendations to KBMN, Bozeman, Montana. CALIFORNIA NETWORK TV Have immediate opening for daytime operation. Apply Clint Formby, Manager, KPAN, Hereford. Two positions open in California vhf network located in medium Texas. market on California coast. Outstanding opportunity to the right Wanted: combo 1st phone, top pay. daytime sta- girl, experienced in TV traffic (Cardex System). Also need versatile, tion. Send tape and picture to WBKV, West Bend, Wisconsin. experienced, detail- minded continuity writer (man or woman). Send full details, all references, photo and samples first letter. First class engineer . . combo man preferred but not obligatory. New five thousand watt operation in New York State's beautiful north country. Send background, references, WEAV, BOX 5810, 11T Plattsburg, New York. Car Necessary.

BROADCASTING TELECASTING December 3, 1956 Page 129 RADIO TELEVISION TELEVISION Situations Wanted-(Cont'd) Help Wanted Help Wanted-(Cont'd)

Announcers Salesmen Technical

Six years radio programming and announcing - Wanted: Television time salesman who can also Engineer, first class license, for network vhf af- one year television on- camera, news weather, do some on- camera work. Excellent opportunity filiate, studio and transmitter. Contact Chief commercials- resume and tape on request. Box in most beautiful section of Texas. We want Engineer, WXEX -TV, Petersburg, Virginia. 832C, BT. a man who is on the way up, and who wants to be a part of our area. Must have car and Experienced studio maintenance man for Florida be willing to work. Write Richman Lewin, Vice basic CBS station. One familiar with 3V color Basketball announcing veteran-scholastic. col- President and General Manager, KTRE -TV, equipment preferred. State experience and mini- legiate. Guaranteed satisfaction. Sports stations Channel 9, NBC -TV, Lufkin, Texas. (Prefer man mum starting salary first letter. Engineering reply. Box 611C, B.T. from southwest but will consider others.) Dept., P. 0. Box 1198, Tampa, Florida. Announcers Chief engineer -small new vhf, Casper, Wyoming. Staff announcer-schooled in radio and tv. De- Air date February 1, 1957, Send resume to Har- sires midwest location. Available immediately. Need qualified staff announcer. Prefer south- riscope, Ind., 355 North Beverly Drive, Beverly Strong commercial delivery. College background. westerner or midwesterner. Would consider ex- Hills, California. Box 625C, B.T. perienced radio announcer seeking opportunity with permanence and excellent living conditions. Programming -Production, Others Complete details should include picture, tape, Disc jockey combo man, presently employed minimum salary. Manager, KSWS, Radio and metropolitan area, own show, prefer east coast. TV, Roswell, New Mexico. Wanted immediately. Experienced tv continuity writer. Salary open. Send experience, resume Box 428. 1474 Broadway, N. Y. C. Technical and references to Tom Matthews, WNEM -TV, Bay City, Michigan. Looking for help? Write us! We have the "right" Technician with first class license for Gulf Coast person for the "right" position! Commercial Em- vhf station. Emphasis on operating ability. Salary dependent on experience. Send resume, photo Situations Wanted ployment, 652 Chestnut Street. Gadsden, Ala- and references. Box 606C, B -T. bama. Transmitter supervisor, eastern vhf network Managerial affiliate. Assume responsibility for Supervision Technical and operation of DuMont installation. Reply in Experienced general manager. or sales manager. full, Box 619C, B.T. Young, aggressive, with outstanding sales record and excellent industry references. Have con- 1st phone, 4 years 5kw experience, desires per- Experienced tv transmitter operator for station structed money making tv station. Am currently manent position kw or better. Married. Box in medium midwest market. Scale depends upon looking for challenging position where fine sales, experience. Box 620C, B.T. organization and administrative experience can 128A, RFD 11. Ludlow, Vermont. be utilized. Box 389C, B.T. Immediate opening for technically minded studio Programming -Production, Others engineer with first class license and at least two Sales manager- manager: There's no substitute years experience. Send resume of experience, for experience! Earning figures substantiating education and recent photo to Engineering De- over $100,000 yearly personal sales selling radio Trained, experienced, single, male, 32 . . . ex- partment, WNBF- AM- FM -TV, Binghamton, New intangible. Also, tv experience. Now employed York. perienced all programming . . . far north, deep but looking for tv sales manager- manager future. Opportunity to discuss and negotiate ap- south . . . anywhere. Car. Two weeks notice Studio technician -must be resident course grad- preciated. Box 614C, B.T. . . . samples on request. State salary first let- uate of recognized technical school. Prefer man ter. L. Greene, P. 0. Box 37, Denison, Iowa. with previous broadcast experience. FCC first Announcers class radio -telephone licensed required. Camera pushers and producers need not apply. Send Idea man, now In agency copy. Sob may ter- resume Announcer, MC, 4 years experience all phases tv, with recent photo to Chief Engineer, desires greater Opportunities in large market. minate soon. Box 60IC, B.T. WTVN -TV, '753 Harmon Ave., Columbus, Ohio. Box 3470, B.T. CHICAGO HOLLYWOOD PORTLAND TELEVISION PRODUCTION EXPERIENCED

Professionally trained, well qualified Personnel. Classes in TV Production have just completed their training in three of our four schools' completely equipped studios. A Portland Television Production class is pictured here. Highly trained adaptable people for all phases of TV production are now available in YOUR area. Call Northwest FIRST! Write, wire or call, John Birrel, Em- ployment Counselor, for immediate details. ORTHWEST HOLLYWOOD, CALIFORNIA 1440 North Highland HO 4 -7822 'RADIO & CHICAGO, ILLINOIS 540 N. Michigan Avenue TELEVISION DE 7 -3836

1221 N. W. 21s1 Avenue WASHINGTON. D. C 1627 K SCHOOLHOME OFFICE Street N. W. Por aon_'GA loud, Ore ZI. RE 7 -0343

Page 130 December 3, 1956 BROADCASTING TELECASTING TELEVISION FOR SALE WANTED TO BUY Situations Wanted-(Cont'd) Equipment Equipment

Programming- Production, Others Approved am broadcast frequency monitor, Wanted to buy: One used 1kw AM transmitter Western Electric Model 1 -C, $75. KLEX, Box for standby for cash. Send details and price. 341. Lexington, Missouri. News director. Best background, top references. Box 907A, B.T. Would work as staff member; not interested in 2 complete RCA field camera chains including 320 foot tower in good condition. Prefer guyed small -time operation. Prefer northwest. Box cable and switcher. We purchased for closed 593C, B.T. circuit programs prior to hearing which we lost. but will consider self -supporting. Stet. price. Practically brand new. Will sell for 75% of cost. whether crated, condition. Box 261C, B.T. Agencies -tv stations. Looking for rare species of Contact Bill Antony. KWKH, Shreveport, La. sales-minded continuity writer, experienced ra- Wanted: 5 kw transmitter and equip- dio, tv. newspaper? Box 608C, BT. auxiliary For sale: Gates remote control RCM-14 unit with ment. Also 300 foot tower. Box 327C, B -T. Film director of large eastern station would like metering system. Just taken out of service due position in midwest or west. Eight years tv film to move to transmitter. WCVS, Springfield, Illi- Ampex 450 tape play -back unit or other make experience. Film experience -production, direc- nois. 8 hour play -back machines. Box 466C, B -T. tion, etc., twenty year. Illness in family necessi- tates move. Box 609C, B.T. Five RCA 44 BX mikes. Two of these were new Used disc recorder, or overhead recording mech- in 1955; the other three have been factory re- anism. State type, condition, accessories and Young woman experienced on- camera, produc- paired in past year. All have been used only in price. WLBN, Lebanon, Kentucky. tion and administration desires immediate on- our studios. Price -$90.00 each or $420.00 for the air promotion or programming position lot. Write Chief Engineer, WCUE, Akron 8, northern Ohio. Wanted immediately -used disc recorder. State vhf. Box 617C. B.T. price and make. Tony Marturano, Box 550, Rome. New Television newscaster. Three years television - Commercial Crystals and new or replacement York. radio announcing. News reporter, writer. Play - crystals for RCA, Gates, W. E. and Bliley holders; by- play sports, Now employed Texas radio -tele- regrinding, repair, etc. Also A.M. Monitor service. Wanted: Used high power microwave tv cover vision station. Midwest university graduate. Box Nationwide unsolicited testimonials praise our 180 miles. Used channel four three bay antenna. 627C, B.T. products and service! Send for catalog. Eidson Hector Hatearer, Apartado No. 1762, Mexico City. Electronic Co., PR3 -3901, Temple, Texas. Mexico. Production manager: 7 years experience in tv medium, all phases. studio. film. photography, For sale: One 500 watt am transmitter, type RCA directing, corelating, switching, engineering. BT 5G. complete with console and plate trans- INSTRUCTION and package producing, would like position with former; equipped to broadcast on any frequency future. Please state salary. Box 629C, B.T. for 535 to 1600kc. Excellent condition -never FCC first phone in 12 weeks. Home study or res- been used. For inspection or additional informa- ident training. Our schools located in Holly- tion, contact Bruce Linton, School of Journalism, are ADVERTISING AGENCY University of Kansas, Lawrence, Kansas. Bid wood, California, and Washington, D. C. For Blanks may be obtained from William F. Perkins, free booklet, write Grantham School of Elec- Director of Purchases, State House, Topeka, tronics, Desk H -B. 1505 N. Western Avenue, Situations Wanted Kansas. Proposals will be received until 2:00 Hollywood 27, California. p.m. of December 27, 1956, and then publicly opened. Right is reserved to accept Many years or reject any FCC first phone license. Start immediately. experience includes: Sales, client or all bids or parts of bids and to waive informa- coaching. Televi- contact, direction and creative in tv, radio, film, tion therein. Signed: William F. Perkins, Director Guarantee Northwest Radio & agency, network. Reliable, best references. Con- of Purchases. sion School, Dept. B. 1827 K Street, N.W., Wash- tact me in N. Y. week of December 3rd, through ington. D.C. BT N. Y. office. Box 626C. B.T. WANTED TO BUY FOR SALE RADIO Help Wanted Stations Stations New station Salesmen Northeast single station market, $36,000 -half to be erected. Wanted engineer cash. Must sell quick. Box 333C, B.T. with capital to become partial owner. West Virginia market. Box 326C, B.T. For sale: Prosperous. Texas, 250 watt with good gross. Prospects for next year good. Box 599C, Desire to purchase small single station in south- B.T. east or far west. Station owner. Box 442C, BT. ACCOUNT EXECUTIVES Top -notch 1000 watt fulltime independent Florida coastal growing secondary market, $50,- Immediate interest: Seeking station buy within in Indiana's second market looking for 000. Terms. Paul H. Chapman Company, 84 approximately 100 -mile radius N. Y. C. Send two account executives for January 1st Peachtree, Atlanta. information. Box 590C, BT. starting date. This is sales force addition brought about by increased business and Texas County Seat. Near Big Dallas. Progres- Wanted immediately: Financially responsible part of planned 1957 station expansion. sive, aggressive, small city. Well -established AM party interested In 250 to 5000 watt operation in Our Account Executives are averaging operation. Ralph Erwin. Broker. No informa- south or southeast. Replies confidential. Box $10,000 and better yearly. Guaranteed tion by telephone. 603C, B.T. draw against 15%. These are top sales South Texas. Established AM operation. Ab- positions backed by promotion and mer - sentee owned. City of 10,000 -plus. Ralph Erwin. Wanted: Single station vicinity New York. Prin- chandising-so do not answer unless you Broker. No information by telephone. cipals only. Reply in confidence to Box 604C. are an account executive in the true mean- BT. ing of the word. Write full details and Southwest Diversified Center. Recreational, In minimum starting draw to Boyd W. Law- dustrial, military. Year -round recreation facil- Wanted to buy. ities attract over 5- million visitors annually. Small station in Arkansas or lor, Manager, Radio Station WWCA, Hotel Market in excess of 70,000. Requires $22,500 cash Oklahoma. Write P. O. Box 555, Fort Smith, Gary, Gary, Indiana. to handle. Ralph Erwin: Broker. 1443 South Arkansas. Trenton: Tulsa. No information by telephone. Southwest cultural center. Fine college, two private schools, plus active military facility. Delightful mild year -round climate. Active corn - munity, served by two main -line railroads. Takes $15,000 cash to handle. Ralph Erwin. Broker. No information by telephone. Southwest-100 single station - fulltime. Oppor- SOUTHWEST VHF TELEVISION STATION tunity for owner -manager. $10,000 down. Write Bob Hoskinson, 331 -34 Oklahoma Natural Build- ing, Oklahoma City, Oklahoma. Knapton Busi- ness Brokers. The Norman Company, 510 Security Bldg., Daven- SINGLE STATION MARKET port, Iowa. Sales, purchases, appraisals, handled with care and discretion. based on operating our own stations. Metropolitan -cosmoplitan market in excess of 100,000. Trans-continental Write now for our free bulletin of outstanding gateway city, direct access by air, deluxe train, express bus. Delightful radio and tv buys throughout the United States. Jack L. Stoll & Associates, 6381 Hollywood Blvd., climate, palm trees and semi -tropical flora in profusion. Station fully es- Los Angeles, Calif. tablished, generous daily schedule. Absentee -owned. Cash requirement Equipment is $100,000. Written inquiries from qualified principals are cordially in-

Western Electric 10 kw fm transmitter. Recently vited. completely overhauled and In first class condition. Includes Gates remote control and set FCC spares. Write or wire Box 964A, B.T. RALPH .l. ERWIN, BROKER For sale -one Redifon G 40 transmitter 500 watt. Phoen, CW or MCW. 230 volts 50 -60 cycles single phases. .525 to 2.1 mcs and 6.5 to 21 mcs. Suitable small broadcast or communications. Inquiries 1443 South Trenton Tulsa, Oklahoma invited to Box 607C, BT.

BROADCASTING TELECASTING December 3. 1956 Page 131 RADIO RADIO WANTED TO BUY Stations Help Wanted- (Cont'd) Help Wanted- (Cont'd) Announcers Technical Radio -Tv executive desires to purchase all or * * * * * * * * * * * * * * * * ** * * * ** * * * * * ** # in # substantial interest # CHIEF ENGINEER # Florida radio station, # Wanted - Permanent - Experienced with object of joining Combo Men -for California FM Station. Good pay station in any capacity # # -Good future. Send recent photo and for which qualified. Over details to: wanted immediately at top score of years' experience Box 555C, BIT in radio sales and station rated station in Michigan's management, several # years in Tv. Direct or second market. Top disc TELEVISION through your broker. Replies confidential. jockey quality. Excellent Situations Wanted Box 580C, BT # wages. Wire collect im- Programming- Production, Others # # REPRESENTATIVES mediately. # AM -TV STATION MANAGERS AMEN, SOI. TAISHOFF! 9' ATTENTION Veteran news director agrees with Personalized Sales Service. WTAC Nov. 19 BIT editorial. Let me help Use our Madison Avenue address and phone number as your New York office. make your TV -AM operation the Our company is here to act as your sales manager and will work with your representa- leader in your area with a vigorous, * The Big Station tives or independently. We get your sales story before New York and Chicago agencies, dynamic and responsible approach insuring more business for your station. We to news and public affairs. Thor- operate on a retainer and commission basis and have had 20 years experience in this F* lint, Michigan oughly experience in all aspects of field. For further information write Box 573C, BT. # TV -AM news coverage and produc- We have an interesting story for you. # tion, including newsreel. Proven Owens 4 - 4146 Voo0UWO00WO000VOOxxoWOOOOo # # performance, A -1 references. Now 4****************************,t employed. Box 618C, BT NEED NATIONAL REP Big aggressive station will re- 8 quire big aggressive sales rep. TOP FOR SALE Application on file for 5000 ANNOUNCERS watts at 620kc, daytime non - Leading Eastern independent Equipment directional. Terrific coverage needs two top -notch men. Clever over America's richest natural morning DJ and versatile all - resources. Contact E. Anson around man for another slot. Thomas, 1102 Elm Avenue, Also want good continuity direc- GO TO HIGH POWER AT LESS THAN Grand Junction, Colorado. tor with original ideas and ability 40 PERCENT OF ORIGINAL COST 8cluoowoQuwoo000O W OOOOOOOOO to write "gimmick" copy. INSTRUCTION Box 612C, BT General Electric TF -4 -A 20 KW FCC.. 1st PHONE LICENSES High Channel VFH amplifier . IN' S TO 6 WEEKS Available for immediate shipment. WILLIAM B. OLDEN -10th Year 1 150 W. Olive Ave. Burbank: Calif..' Disc Jockey Box 552C, BT Reservations Necessary All. Classes- - Top disc jockey with first class ticket Over 1700 Successful Students, needed at once. If you have good voice, good selling ability on the air, if you can SERVICES get along with people we need you immediately, no floaters wanted. If you are TOWERS WE KNOW WHAT STATIONS WANT to this Not just recording, but expert a drinker, do not bother answer RADIO- TELEVISION coach- ad. $100 per week or better to the right ing help, too! Guaranteed lowest rates Antennas -Coaxial Cable anywhere. party. Telephone J. C. Jeffery, Daytime Tower Sales & Erecting Co. Broadcast Coaching Associates, 1733 Gladstone 7-1194, Evenings Gladstone 6100 N. ,E. Columbia Blvd., Broadway, N. Y. C. Kokomo, Indiana. 9-5322, Portland 11, OrP9on JU 6-1918

Page 132 December 3, 1956 BROADCASTING TELECASTING FOR THE RECORD

Continues from page 126 special events, pending action on BML -1680 to WPRE Prairie du Chien, ordered that hearing change hours to specified (5:30 a.m. to 7:30 p.m.). scheduled for Nov. 26, Is continued without date. plication; date for applicant to furnish proposed Following were granted extensions of com- Action Nov. 26. exhibits is extended from Nov. 19 to Dec. 3; date pletion dates as shown: WFLB -TV Fayetteville, By Hearing Examiner Elizabeth C. Smith for applicant to advise of its plans, if any, to N. C.; to 3- 21 -57; WITI -TV, Whitefish Bay, Wis., call any other witnesses is extended from Nov. to 5- 29-57; KERO -TV, Bakersfield, Calif. to 3 -15- WELK -TV Clarksburg, W. Va.- Ordered that 23 to Dec. 3; date for Broadcast Bureau to notify 57; WHP -TV Harrisburg, Pa., to 6 -6 -57; WIMA- further hearing will be held Dec. 4 in matter of counsel for applicant of its desire to cross -ex- TV Lima, Ohio, to 6 -6 -57. applications of Ohio Valley Bcstg, Corp. for new amine applicant's engineer is extended from Nov. tv station (WBLK -TV, ch. 12), and for transfer Actions of November 20 of control of that corporation from News Pub. Co. 29 to Dec. 5, and start of evidentiary hearing WCOV -TV Ala. now scheduled for Dec. 6, remains unchanged. Montgomery, -Granted license to WSTV Inc. Action Nov. 21. Action Nov. 20. for tv station (ch. 20); ERP vis. 200 kw, aur. 100 Broadcast Bureau -Granted petition for exten- kw, and specify studio and trans location (change sion of time from Nov. 27 to Dec. 6 for tiling Pro- in description only, not move). posed Findings of Fact and Conclusions and from WREX -TV Rockford, Ill.- Granted license for Dec. 18 to Dec. 27 for filing replies thereto re November 23 Applications tv station (ch. 13) and specify studio and trans. application of WNYC New York, N. Y., for Special location (not move). Service Authorization and petition of WCCO ACCEPTED FOR FILING KCOR -TV San Antonio, Tex. -Granted license Minneapolis, to cancel SSA. Action Nov. 26. for tv station (ch. 41); ERP vis. 11 kw, aur. 6 kw. Modification of Cp KAKE -TV Wichita, Kans. -Granted license for By Hearing Examiner Thomas H. Donahue KULA Honolulu, T. H. -Seeks mod. of cp tv station (ch. 10); ERP vis. 316 kw, aur. 219 kw, J. E. Willis, Lafayette, Ind. -Granted petition (which authorized change ant.- trans. and studio and specify studio location. for leave to amend his am application to cor- location and make changes in ant. system) to KRNT -TV Des Moines, Iowa- Granted license rect description of trans. site. Action Nov. 26. extend completion date. for tv station (ch. 8). By Hearing Examiner Hugh B. Hutchison KADM Othello, Wash. -Seeks mod. of cp WPBN -TV Traverse City, Mich.- Granted li- (which authorized new am) to extend completion cense for tv station (ch. 7). KWBU Broadcasters, Inc., Corpus Christi, Texas date. KCMO -TV Kansas City, Mo.- Granted license -Granted petition requesting it be substituted WCBI-TV Columbus, Miss. -Seeks mod. of cp for tv station (ch. 5); and specify trans. location as intervenor in lieu of The Baptist General Con- to 100 vention of Texas (prior licensee of KWBU) in extend completion date to 6- 12 -57. (not move); ERP vis. kw, aur. 60 kw. proceeding on applications of KOB Albuquerque, License to Cover Cp WDAY -TV Fargo, N. Dak. -Granted license for tv station (ch. 6); ERP vis. 56.2 kw, aur. 28.2 kw. N. Mex., for modification of cp and for license to WJBC -FM Bloomington, IR.-Seeks license to WREC -TV Memphis. Tenn. -Granted license cover cp as modified and authority to determine cover cp (which authorized changes In licensed for tv station (ch. 3); ERP vis. 100 kw, aur. 60.3 power by direct measurement. Action Nov. 21. station). kw. Mayaguez, P. R. -On hearing examiner's own KSYD -TV Wichita Falls, Tex. -S :eks license to KGGM -TV Albuquerque, N. Mex.-Granted li- motion, ordered that hearing conference will be cover cp (which authorized new tv). cense for tv station (ch. 13); ERP vis. 7.59 kw, held Nov. 29 in ch. 3 proceeding Mayaguez (Ponce RENEWAL OF LICENSE aur. 3.8 kw. de Leon Bcstg. Co. of P. R., et al) Action Nov. 26. KWIL Albany, Ore.; KVAS Astoria, Ore.; KBKR WRDW -TV Augusta, Ga.- Granted license for By Hearing Examiner Herbert Sharfman Baker, Orc.; KELA Centralia -Chehalls, Wash.; tv station (ch. 12). WCBQ Sarasota, Fla.-On oral request of coun- KOOS Coos Bay, Ore.; KCOV Corvallis, Ore.; Actions of November 19 sel for Broadcast Bureau, and without objection KUMA Pendleton, Ore.; KPAM Portland, Ore.; WMIC Monroe, Mich.-Granted license for am by counsel for other parties in proceeding on ap- KRCO Prineville, Ore.; KXA Seattle, Wash.; station; conditions. plications of WCBQ Sarasota, Fla, for cp to re- KNEW Spokane, Wash.; KREW Sunnyside, Wash.; KLGA Algona, Iowa -Granted license for am place expired cp and for mod. of op, ordered that KVAN Vancouver, Wash.; KIT Yakima, Wash.; station; conditions. hearing scheduled for Nov. 28, is further contin- KOIN -TV Portland, Ore.; KING -TV Seattle, KMYC Marysville, Calif. -Granted license ued to Jan. 9, 1957. (Action Nov. 21) and ordered Wash. covering erection of third tower to be used with that oral argument is scheduled for Nov. 29, at RENEWAL OF LICENSE RETURNED present N. E. tower for daytime operation, in- 10 a.m. upon: I) Petition for order prohibiting crease in D power, install new trans. and changes taking of depositions, filed by WSPB Sarasota KULE Ephrata, Wash. (incorrectly filed). in DA -D: conditions. on Nov. 16, and opposition thereto filed by appli- KYJC Medford, Ore. (signed improperly). KMOS Tyler, Tex. -Granted extension of com- cant on Nov. 26, and 2) petition for removal of REMOTE CONTROL pletion date to 4 -1 -57; conditions. hearing, filed by WSPB on Nov. 19 in same pro- KRAM Las Vegas, Nev. ceeding. Action Nov. 27. November 27 Applications November 28 Applications November 26 Applications RENEWAL OF LICENSE KIBH Seward, KIFW Sitka, both Alaska; ACCEPTED FOR FILING ACCEPTED FOR FILING KOBY San Francisco, Calif.; KBND Bend, KFJI Modification of Cp Modification Klamath Falls, KFLW Klamath Falls, KOBY of Cp Medford, KBCH Oceanlake, KBPS Portland, all KQUE Albuquerque, N. M. -Seeks mod. of cp KAMD Camden, Ark. -Seeks mod. of cp Ore., and KWSC Pullman, Wash. (which authorized change frequency. Increase (which authorized change frequency, increase power, install DA and new trans.) to extend corn - power, install DA -N and new trans., change ant: trans. location and operate trans. by remote con- November 28 Decisions KKTV (TV) Colorado Springs, Colo.-Seeks trol while employing non -DA) to extend com- mod. of cp to extend completion date to 6- 20 -57. pletion date. ACTIONS ON MOTIONS WHCT (TV) Hartford, Conn. -Seeks mod. of KEEN San Jose, Calif. -Seeks mod. of cp By Chief Hearing Examiner cp to extend completion date to 7 -6 -57. (which authorized increase D power and install James D. Cunningham KSEI -TV Pocatello, Idaho-Seeks mod. of cp to new trans.) to extend completion date. extend completion date to 6- 25 -57. WMLF Pineville, Ky. -Seeks mod of cp (which Deer Park, N. Y.- Ordered that hearing shall WHBF -TV Rock Island, Dl. -Seeks mod. of cp authorized new am) to extend completion date. commence Jan. 25, 1957, re am application of to extend completion date to 6- 21 -56. WCOG Greensboro, N. C. -Seeks mod. of cp WGSM Deer Park. Action Nov. 26. WTTW (TV) Chicago, Dl.-Seeks mod. of cp (which authorized increase D power, install new Bath, Me.- Ordered that hearing shall corn - (which authorized noncommercial educational trans. and erect additional tower for new DA -D mence Jan. 23, 1957, re am application of Winslow tv) to extend completion date to 7 -6 -57. array) to extend date. Turner Porter, Bath. Action Nov. 26. completion KODY North Platte, Neb. -Granted petition for License to Cover Cp dismissal with prejudice of its am application. WNBF -FM Binghamton, N. Y. -Seeks license REMOTE CONTROL Action Nov. 26. to cover cp which authorized new fm. WSJM St. Joseph, Mich. Polly B. Hughes, Tampa, Fla. -Granted peti- WDJB -FM Roanoke, Va. -Seeks license to cover for dismissal of her am application without cp which authorized changes in licensed station. License to Cover Cp tion prejudice. Action Nov. 26. RENEWAL WTWB Auburndale, Fla. -Seeks license to OF LICENSE cover cp which authorized new am, By Hearing Examiner Jay A. Kyle KRTV Hillsboro, Ore.; KTAC Tacoma, Wash. WWXL Manchester, Ky. -Seeks license to cover Prairie du Chien, Wis.-Pursuant to "Notice of cp which authorized new am. Desire to Withdraw" filed on Nov. 23, by State of REMOTE CONTROL WLIV Livingston, Tenn.-Seeks license to cover Wisconsin, U. of Wisconsin (WHA Madison, Wis.) WNLK Norwalk, Conn.; WHLM -FM Blooms- cp which authorized new am. protestant in proceeding on am application of burg, Pa.

November 27 Decisions ( BROADCAST ACTIONS By the Broadcast Bureau BROADCÁSTING THE BUSINESSWEEKLY OF RADIO AND TELEVISION Actions of November 23 WCER Charlotte, Mich.- Granted license for 1735 De Sales Street, N. W., Washington 6, D. C. am station. TErLECASTING KWFC Hot Springs, Ark.-Granted license covering change facilities, install DA -N and new trans., change ant. -trans. location and operate PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE. trans by remote control while using non -DA, and change type trans.; conditions. 52 weekly issues of BROADCASTING TELECASTING $7.00 KGON Clackamas Bcstrs., Oregon City, Oreg.- 52 weekly issues and BROADCASTING Yearbook Granted license covering changes facilities, and -Marketbook 9.00 install new trans. and DA; conditions. 52 weekly issues and TELECASTING Yearbook -Marketbook 9.00 Actions of November 21 52 weekly, issues and both Yarbook-Marketboeks 11.00 WRWJ Selma, Ala.- Granted license for am station and specify studio location and remote Enclosed control point; condition. Bill KDLM Detroit Lakes, Minn.- Granted license covering change facilities and type trans. neme eilte/eosition KUTI Yakima, Wash.- Granted license covering change frequency. eempeny name WBOC Salisbury, Md.- Granted license to use presently licensed trans. as alternate main trans. for nighttime and as auxiliary trans. day; in- adrets crease day power, install new trans. and change from DA -N to DA -2; conditions. WSJM St. Joseph, Mich. -Granted authority to ear Mar stese operate trans. by remote control. Please send to Rome address -- WBCU Union, S. C.- Granted extension of authority to sign off at 7:30 p.m., except for

BROADCASTING TELECASTING December 3, 1956 Page 133 EDITORIALS ASCAP's Juicy Melon IF THIS comparison is odious, it is intended to be. The comparison is between an announcement of 1956 payments io members by the American Society of Composers, Authors & Publishers [Bel', Nov. 26] and testimony of various ASCAP officials and members before the House Antitrust Subcommittee last September. ASCAP announced a fortnight ago that this year it would dis- tribute about $20 million to members, the most in any year of its history. ASCAP testimony before the Celler committee was that ASCAP was the victim of a giant conspiracy among broadcasters to force ASCAP music off the air and replace it with Broadcast Music Inc. works. The nicest thing to be said about this comparison is that it betrays an inconsistency between the facts of ASCAP collections s,- and disbursements and the fancies of its officials and members who Draa, for BROADCASTING TELECASTING by Sid Dix testified before the group. Celler "All guests appearing on this program are flown here by Ozone Airlines. in The inconsistency is made the more glaring information Their plane is late again, and they've completely loused up our show!" filed by BMI with the Celler committee, as reported elsewhere in this issue. BMI says that from 1951 through 1955, ASCAP was vhf receiver than paid a total of nearly $25 million by CBS and NBC. In the same ment license. It costs less to make a single band if the cost is period, BMI was paid $8.4 million. a continuous band combination vhf -uhf set. But tax on all-band If a conspiracy is going on among broadcasters. it is proved by equalized, or nearly so, through repeal of the excise expedient to make the figures to he a total flop. receivers only, it then will become economically those sets. Competition will take care of it too, because far -sighted manufacturers will begin to promote the all -band sets, and others The Shortcut on Uhf will have to fall in line. If the excise tax on all -band sets is withdrawn at the next ses- HILE the experts desperately seek an answer to the vexatious we predict most of those 83 non -operating uhfs that have WW problems of the uhf station operators, they apparently are sion, been given an ultimatum by the FCC on further extensions will all but ignoring the one sure way in which to bring a large meas- reactivate, and that new applications will be filed in increasing num- ure of prompt relief. That is the elimination of the 10% excise bers. The deintermixture problem will all but evaporate in time. tax on tv receivers which will tune the entire tv range so that manu- The tv allocations then would follow the radio pattern. Am facturers will find it just as profitable to make and merchandise stations have varying coverages, ranging from the 250 w local to the non -taxed all -band receivers as to manufacture vhf -only sets the 50,000 w clear. But it's all radio, picked up on the same re- on which excises would still be paid. Tv, once the all -band receivers come into general use, This approach isn't new. Several efforts have been made in past ceiver. would not distinguish between uhf and vhf; it would all be tele- sessions of Congress to get favorable action, but it always has been vision, receivable on the same set. a case of too little too late. Both the Treasury and Congressional This tv Utopia would not come overnight. It would take many committees are loath to lop off any tax, and unless the job is done months. The experts, now pondering the uhf -vhf enigma, have no early and with conviction, it will be the same story next year. timetable. The shortcut is by way of the all -band receiver. By The opportunity is here. The House Ways & Means Subcom- going all out-everybody--for elimination of the 10% excise tax mittee on excise taxes already has begun hearings, preparatory to on all -band receivers, and the retention of the tax on vhf -only the opening of the new Congress next month. The Treasury, at sets, the simple, quick, economic answer would be within reach. the very first day of hearings last week, argued against any excise tax cuts, including those which had been slated for next April under the present law. The odds then would be against a cut. Lots in a Name But who has a better case than television? It is a vitally impor- AGRASS -ROOTS movement to change NARTB back to plain tant pursuit. There is need for competition. It is a growth field old NAB, which had served for years as the landmark and that gives employment to hundreds of thousands and, through its trademark of organized American Plan broadcasting, is gaining impact as an advertising vehicle, moves the goods that our fac- momentum. Various state associations and all of the recent NARTB tories produce. It is important to the national defense. And what area meetings developed discussions for a return to the old order. is involved? The possible loss of a few million dollars in excise The contention is that "National Assn. of Radio & Television taxes against the probable gain of many more millions in corpo- Broadcasters" is unnecessarily cumbersome, and that "broadcasters" rate taxes. All this in an economy that is approaching $500 billion is all-inclusive anyway, embracing all modes of aural and visual in national product. transmissions for the public. This is the time to open up. It is a job, not only for the uhf The 1951 change gave recognition to television and, in some operators who can ill afford to pay the bill, but for the vhf licen- measure, was the price of fusion of the then separate television sees, the FCC, the NARTB, and, if you please, both the Senate association with the then NAB. Perhaps it was worth the price, and House committees which have been grappling with the allo- since the union is working. At the time we commented that NARTB, cations problem with a vague hope that some miracle will be passed spelled out, was "an almost unpronounceable mouthful." to make uhf as good as vhf overnight. The FCC is involved in Restoration of "National Assn. of Broadcasters" as the official deintermixture proceedings which at best can supply only a partial name would not be difficult to achieve; it requires only the affirma- solution and, at worst, can become hopelessly enmeshed in litiga- tive action of the association's board of directors, and the change- tion. over of stationery, bronze name -plates and code insignia as well Because of past experiences in Congress, there are those who as calling cards. But what about the nickname "NAB "? Since the despair of favorable action. But the motion picture exhibitors two 1951 changeover, there has come into being the National Audience years ago succeeded in knocking off the old "war" excise taxes. Board -NAB, in short. Isn't healthy competition in tv as important as increasing movie It may get nowhere, but since there is the well-supported pro- attendance? posal to cut back on the name, why not look ahead to the inevi- The answer is obvious. What isn't obvious is that the movie table and do it in one fell swoop? Make it the "National Federation exhibitors lobbied for years to achieve a result. They did it at the of Broadcasters" -NFB. One day all must be under one tent- local, state and federal levels. a confederation of the entities that live under broadcasting by the Set manufacturers are business people. They hold no govern- American Plan. Page 134 December 3, 1956 BROADCASTING TELECASTING 41,081 Requests Indicate Size of KPRC -TV Rural Audience

George Roesner, dean of Texas farm broadcasters, and his sidekick "Buck" Buchanan are the most widely KPRC TV travelled and best known farm reporters in the Southwest. HOUSTON When they offered seeds on their daily shows recently, they were literally swamped with requests. A total of 41,081 CHANNEL packages of seeds were ordered by ranchers and farmers living in 128 counties ... proof again of KPRC.TV's tremendous rural audience in the Houston Gulf Coast area. JACK HARRIS, Vice President and General Manager

JACK McGREW, National Sales Manager

Notionally Represented by

EDWARD PETRY 8 CO,

F I R I I - E R S T N T V - W T H O V E R 7 0 0 M A N Y A S E X P E R I E N C E t; Y ó( R ` he entire sold for use on television to Cor,- ' >rn Radiu ot New Yn+ ' Price K Pic- Cuper Corp.y win( 30-rea ^ rM CO tP The ent}^ O s on Ty rfra -=rut ki,r,r, co"- ) Films M4V 3- RKO Film Libri %es Se s 9 Tel for ~ RKO , or . . for vision For Television ,. Tele`°iSIonlKalhirne RS ellóñ Tse lYeaeo pfur.._ t brw se O oRadioCO cShldthaC I Rifo FIL UGHT FOR New Y ork (..1,9-The .rary entire of RKO studios d for use has on television e to C theApricef New York w g e was 515,2pp 0( - -+ZnnoUnced its uüreF R!(0 Library S N1ìW )t:U., nrnottneed l'ucwluy 8. +e rut- the emu r. fit... . RKO's Fu $off ari - RKO Film Lib

on Sold For Use 740 top -feature pictures never before vcon Tallvisión seen on television are for sale for the first time in the Seattle- Tacoma ß.110f I market. Note time period. Act now be- ¡brar' Old Fo fore these Class AA minutes are sold. 15.7.00.0( RKO BEGINNING DECEMBER 10 regular rate card -no extra charges To1 atthew Fox Pr e r Coro SEATTLE TACOMA KO Sells For Information. Contact lm Libra George P. HallittgGery Co.. r, or Write 230 8th Are. ,\"o, Channel A McCaw Station r .117 Seattle. Irersliingtou 73 Televis jt YORK (UP ,_r" t

. 0 _- ..._ _ _.. RKO r 11m JREs Ill" pug Móv ies for dable Sho`Nin Television L Use Library Y Dec. z UPl-Tf SQ 27 IRI-The 0,01,)BOUGNI ` RKO Stu fORT . rtLF Cr obre fim (! i11 TT7 . I .N hb raty °t. `RKaTIavP Iih- \E\\t YORK (INS?c...- - hlro 1 fu1>i. tureshast I.oi tod, Stud 105'' Sor the Sells Films J ec. 26 LSPectFta RKO RIO t C D - ad ru& bl 7 i Rxo i r>, T 1CtiTNn , '. ~)O