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 ma- jor 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.