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ONLY COPY FEBRUARY 24, 1958 THIRTY -FIVE CENTS

113dVdSM3t1 aTy Rae®offittap essa OM aaaoa aTV TTenX>3R BROADC ,-ü19 896£-LS(009-Io)-í;0££-1,31) QI V qo.ue.ta betl I.Tufl sTaeS tasaQTZ 5-£N 41SaaAFtxa azV .3VS11 THE BUSINESSWEEKLY OF T

Exclusive: Complete preview of the Frey Report Page 27

The 1957 track record of network buys, buyers Page 31 They're curious to know who pressured whom in Miami Page 42 Perspective '58: 119-page status report on radio -tv Page 67

E wol2lÒ of Rabio an is closest pLE of amERica

all him " is5 jocfey." Others prefer "personality."

Ñsi$nati aare too limiting. He is more:

frie , cot ,panion, confidant. k ep;+copnsellor, shopping guide. He is epsirtaitiér, public servant. He serves the housewife, the handicapped, those who toil by night. Apart from his air salesmanship, he is often a talent in his own right. His audiences accept him as one of the family. They write him; they hang on his words. He has great responsibility. He lives up to it. the stoPz stations salute the Otsc jockeys of AMERICA on the eve of the First Annual Pop Music Disc Jockey Convention and Programming Seminar, to be held under Storz Stations sponsorship, March 7-8 -9, 1958, in Kansas City, Missouri WHEELING: 374 TV MARKET *Television Magazine 8/1/57 One Station Reaching The Booming Upper Ohio Valley

No. 4 IN A SERIES POWER

I' "I'm proud to be

`_ a master maintenance . electrician at Kammer. - I earn a good income and with four youngsters, a.a - gmál - you can bet your life, it's easy to spend. We live in Moundsville but my wife usually does her big shopping in Wheeling. TV? We go for the local touch besides the big NBC programs. You said it, WTRF -TV!" Kammer 675,000 Kwt. Plant (Operating companies: Wheeling Electric Co. and Ohio Power Co.) AMERICAN GAS AND ELECTRIC SYSTEM

This $90,000,000 power- produc- ing giant, one of three, is being erected to meet the growing needs of this expanding area. Two of Kammeí s generating units will supply the major aluminum complex of the Ormet Corporation at nearby Clarington, Ohio. Pres- ently, AGE's operations employ 2,000 workers. Kammer Plant -the power behind the force of industry, another powerful reason why your story should be beamed to this super market where 2 million people spend 2 billion dollars annually, where WTRF -TV captures, dominates and influences 425,196 TV homes.

For availabilities, roll Bob 316,000 B Ferguson, VP and Gen. Mgr., watts N C network color or Needham Smith, Sales Manager, al CEdor 2 -7777. National RepRe George P. WHEELING 7, WEST VIRGINIA Holhngbery Company. fr reaching w2ae -icing slaw importance!. tERRE HAUTE IS INDIANA'S

ZND LARGEST

TV MARKET!

251,970

TV HOMES IN THE WTHI -TV VIEWING AREA

NCS NO. 2 STUDY

CBS, NBC, and ABC Television Networks

TERRE HAUTE, INDIANA

and RADIO, too!

B O L L I N G C O . . N E W Y O R K C H I C A G O . L O S A N G E L E S . S A N FR A N C I S C O , B O S T O N ®

Published every Monday, 53rd issue (Yearbook Number) published in September by BROADCASTING PUBLICATIONS INC.. 1735 DeSales St., N. W.. Washington 6, D. C. Entered as second class matter March 14. 1933 at Post Onice, Washington, D. C., under act of March 3, 1879. ;,s,

ST...}...s,. more listeners are tuned to

.^iW.Ìry

than to any other full -time radio station in the state of Texas

N.C.S. NO. 2

ONE ORDER - ONE BILLING - MAX- Without a doubt, KRLD Radio 1080, CBS out- IMUM COVERAGE - MINIMUM COST. let for Dallas -Fort Worth, is the biggest buy in KRLD, the oldest CBS affiliate in Texas, is the the biggest market in the biggest state. In this only 50,000 watt station in the Dallas -Fort rapidly expanding market your basic advertis- Worth area not sharing its time and frequency ing medium should be MUST be KRLD. with another station. This greatest of South- - - KRLD is the radio station of The Dallas western markets, plus North Texas and Southern Times Herald, owners and of KRLD - Oklahoma, can be delivered to you by KRLD operators at less cost per one thousand listeners. You need TV Channel 4. KRLD -TV, telecasting with not divide contracts with two stations - you maximum power from atop Texas' tallest tower, earn greater frequency discounts - you get reaches out farther, with a strong clear signal, maximum impact for minimum investment. than any other TV station in Texas. KRLD Radio CBS DALLAS

JOHN W. RUNYON CLYDE W. REMBERT Chairman of the Board President REPRESENTED NATIONALLY BY THE BRANHAM COMPANY 50,000 WATTS COMPLETELY SATURATE THE GREAT SOUTHWEST MARKET

Page 4 February 24, 1958 BROADCASTING closed circuit.

HILL TALK Beating given FCC in Committee was loath to release any holder in AB -PT and formerly had been House Oversight Investigating Committee roll call, presumably because of heavy identified with ownership of several sta- hearings has stimulated talk on reorganiza- pressures. At one point closest vote ap- tions. If Mr. Hinckley does decide to run, tion of administrative agencies generally peared to line up this way: For resolution Mr. Truman will make a principal address and of rewriting of law governing commu- -Cotton (R -N. H.); Butler (R -Md.); in his behalf in Utah prior to elections next nications. Most extreme proposal is for Payne (R-Maine); Smathers (D- Fla.); Pas- November. "ripper" bill that would revise enacting tore (D -R. I.); Potter (R- Mich.), and Thur- clause of Communications Act which cre- mond (D -S. C.). Against -Magnuson (D- CASE IN POINT Backwash of House ates seven -man agency, to provide for lesser Wash.); Bricker (R-Ohio); Lausche (D- Oversight Investigating Committee disclo- Ohio); Bible (D- Nev.); (D- or greater number of Commissioners, thus Monroney sures hit FCC at its closed door session last giving president opportunity to appoint new Okia.), and Yarborough (D- Tex.). Sen. Wednesday before House Appropriations Schoeppel (R- Kans.) was absent and Pur- Commission without necessarily changing Subcommittee on Independent Offices. Ap- tell (R- Conn.) was present but did not vote. law itself. It's doubted, however, that Con- pearing in support of budget estimate of Strange switch was Sen. Lausche, who had gress would adopt such drastic legislation $8.95 million for fiscal 1959, which begins been co- author of resolution. unless wholesale corruption is revealed. next July 1, committee members inquired of FCC why its proceedings in comparative Talent agents, talent fees and sale of iN THE WINGS Long- awaited appear- cases take so much time. Particularly cited feature film for tv use are being scruti- ance of FCC Comr. Richard Mack before was now celebrated Miami ch. 10 case nized by Sen. Joseph C. O'Mahoney (D- House accusers may be delayed until latter which was designated for hearing Jan. 5, Wyo.), chairman of Senate Judiciary sub- part of this week. Several witnesses are 1954, initial decision issued March 30, committee on copyrights, patents and trade ahead of Comr. Mack and subcommittee 1955, and 4 -1 -1 decision in favor of Public marks and also active in subcommittee may not be ready for him before Thursday Service Television Inc. (National Airlines on antitrust. Sen. O'Mahoney says in- or Friday. Counsel for Comr. Mack, who subsidiary) issued Feb. 7, 1957. terest at this time is both personal and is under cloud on charges he accepted preliminary, but meanwhile he has Ju- $2,650 from Thurman Whiteside, Miami Promotions from within are diciary Committee staff collecting data on attorney allegedly working for National being made by WKY Television System Inc. to fill talent agents and looking into $50 million Airlines, is Roger Robb, partner in Wash- vacancy created by move April 1 of P. A. sale of Paramount Pictures' pre-1948 ington law firm of Bingham, Collins, Porter (Buddy) Sugg, executive vice president, to feature films to MCA. & Kistler. NBC as vice president in charge of owned and operated stations at reported salary of INEVITABILITY While FCC for second Miami ch. 10 case will not be closed, $60,000 (story, page 39). Eugene B. straight week passed over consideration of as jar as House Legislative Oversight Dodson, vice president and station man- pay tv test delay, it's practically foregone Subconunittee is concerned, when that ager of WSFA -TV Montgomery, moves conclusion that postponement of March 1 body finishes current hearings on charges to Tampa as operating head of WTVT date will be authorized this week. Two Comr. Mack's vote was "pledged." During (TV) where Mr. Sugg has headquartered. weeks ago FCC didn't act on House resolu- testimony last week, repeated references Carter Hardwick, commercial manager of tion because it wanted to await Senate ac- were made that Comrs. McConnaughey, WSFA -TV becomes station manager. tion. While Senate approved Thurmond Doerfer and Lee had decided to vote for Executive vice presidency is not being resolution (see page 52) Wednesday, FCC National even before hearings were com- filled but E. K. Gaylord, president of had only four members Thursday and, pleted. Chairman Oren Harris is deter- Oklahoma Publishing Co. and broadcast therefore, deferred consideration. Actually mined to ascertain if these charges are subsidiary, and his sort, Edward L. Gay- only one application for tests has been filed true and just why three Republican com- lord, executive vice president of parent and that is incomplete, factor which would missioners voted as they did. company and secretary -treasurer of broad- necessitate its return. cast subsidiary, will direct overall policy. HINCKLEY FOR SENATOR If Robert In its preparation for FCC's Barrow H. Hinckley yields to entreaties that he run HELP WANTED If House Oversight Report proceedings, NBC is centering some for Senate in Utah [CLOSED CIRCUIT, Feb. Committee doesn't appoint new chief coun- of its attention on data to show competi- 3] he will have solid backing of former sel soon to succeed Bernard Schwartz, hear- tion between networks in bidding for tal- President Truman. Mr. Truman, in Wash- ings, which began Feb. 3, may run weeks ent, literary properties for going dramatic ington for Democratic fund- raising dinner on end. Lack of staff preparation and shows, and station clearances, plus com- in his honor last week, told Mr. Hinckley "homework" by committee members, who petitiveness of shows themselves and, of he would like to see him run and expressed are heavily loaded with regular duties, has course, obvious competition for advertisers need for men of caliber of AB -PT's Wash- tended toward repetitious questioning of and audiences. ington vice president in "greatest deliber- witnesses so that proceedings have gone at ative body in the world." snail's pace with only handful of witnesses SECRET BALLOT How did Senate heard since hearings began. Commerce Committee vote last Wednesday Mr. Hinckley has not yet announced on Thurmond pay tv resolution which asks candidacy against incumbent Republican While it isn't apparent on surface, FBI FCC to hold up action on tests without go- Sen. Arthur V. Watkins despite overtures is very active in its investigation of Mack - ahead from Congress? While strict secrecy from Democratic leaders in Utah and at Miami case. Agents were still spending was invoked, actual story is that votes national level. He has rich background considerable amount of time on House switched so fast as members proposed in public life, having served as member subcommittee files last week and took ad- modifications, that no accurate accounting and chairman of Civil Aeronautics Au- vantage of trips to Washington by Miami was possible. Votes apparently varied all thority, Asst. Secretary of Commerce and witnesses to interview them. Both witnesses way from 11 -3 in favor of instructing FCC Director of Contract Settlement from 1938 and FBI were close -mouthed about what to hold up on tests, to 7-6 on actual action. through 1946. He is substantial stock- transpired.

BROADCASTING February 24, 1958 Page 5 MEREDITH SYRACUSE WHEN -TV TELEVISION CORP. Now Operating at Maximum Power of 316,000 Watts.

101 COURT STREET, SYRACUSE 8, NEW YORK

Our rep is having a removal sale. All ID's, twenty second and minute announcements as well as all other assortments of WHEN -TV time are being offered in this great relocation sale as the Katz Agency prepares to move to its new site on Fifth Avenue. sa Naturally no distressed or counter -tossed items will be found in this once -in -a- lifetime opportunity. Only quality, proven merchandise ç. with our regular guarantees and warranties are being offered.

Katz has hired extra sales personnel to handle the crowds and better serve you. Phone, C.O.D. and mail orders are being accepted.

Similar opportunities are in effect in the Katz suburban stores.

Cordially,

Paul Adanti Vice President

AFFILIATED WITH BETTER HOMES AND GARDENS AND SUCCESSFUL FARMING MAGAZINES

( ? v S`st tr`^ w,`ß,".1,, .0.;k .! :°*: , ifúc .r., r'+ j V! ,'9 !jiß..ÉY _..;';.r7YM$`& ! +. itt

KCMG MEREDITH an d KCMO- STATIONS Basic TV,Kansas CBS City KP and KRMG,Tuisa and KPHO_Ty WOW WOyV_ TV,Omaha HO Phoenix WHEN and WHEN- TV,Syracuse

Page 6 February ?g, 1958

BROADCASTING THE WEEK IN BRIEF

Who's Listening to Radio -Findings in latest Christal -Politz study underscore importance of aural medium in America's life. Page 130.

SPECIAL ARTICLES Life Expectancy of Tv Network Shows -Study in life cycles of 1952 -1957 programs merely affirms that there's no sure BEGIN PAGE 67 pattern for success. Page 137.

Frey Appraises Frey Report- Author of long-awaited study Tv Ought to Gain 6% in '58- That's expectation of TvB's of advertiser -agency relationships and compensation methods Pete Cash. He sees local business biggest gainer with 10% gives his impressions of major findings in exclusive, tape - rise. Page 140. recorded interview with BROADCASTING as ANA prepares to release 430 -page, $50-per -copy report. Page 27. Where Tv Money Goes-FCC tabulation breaks down network, spot and local expenditures in 64 television markets. More Intrigues Bared in Miami Case- Witnesses for win- Page 150. ning applicant and a losing one -and others -exchange charges of "pressures," proved and unproved, from Capitol -RAG'S Hill and White House in controversial ch. 10 grant. Contacts Business Slowdown Could Help Radio Kevin will with Comr. Richard Mack acknowledged by both parties in Sweeney says negative aspects of other media benefit testimony to Harris Subcommittee. Page 42. aural medium. Page 152.

in nearly 150 Senate Gets Anti -Pay Tv Resolution- Senate Commerce Where Radio Money Goes -Expenditures shown in FCC Committee approves by undisclosed vote Sen. Strom Thur- markets by network, spot and local business mond's resolution calling on FCC to hold up authorization tabulation. Page 160. of on -air toll tv until Congress legislates on subject. Resolu- tion's now up to Senate. Page 52. The Outlook for Film -Syndicators off and running towards new highs. Top executives tell why they are so optimistic. Page 162. Time Sales in 1957 -Radio and television time sales set all - time records last year, special survey by BROADCASTING shows. Radio totaled $516.4 million, up 5% 1956; television over Broadcast News, 1958 Model-There's revenue in good rose to $849.2 but failed to show spectacular gains of past newscasting but there's plenty of room for improvement, years, rising %. Page only 3.2 68. judging by industrywide analysis of news operations at over 1,700 radio and tv stations. Page 172. Selling Ourselves Out of a Slump- Economist Arno John- says is consumer live son adman's job educating to up to level Bargaining Table Prospects -The altered business climate he can afford. J. vice Walter Thompson's president and senior has created new tensions for management -labor negotiators. economist evaluates present business climate, looks at future. Here's the picture at networks, stations and in tv film. Page Page 82. 177.

Two Others Voice Economic Views Gabriel Hauge, -Dr. Tv Has Only Begun to Flex Muscles -John P. Cunningham to President, and consultant Richard special assistant the P. appraises present conditions in tv, says medium is secure Doherty sound encouraging notes. Page 88. enough to take self- examination and self -criticism. Cunning- ham & Walsh's president then expresses his ideas in MONDAY Page How Tv Hypoed Agency Boom- Here's the track record of MEMO. 199. 10 top agencies during television's decade. Page 103.

Why Tv Figures in Agency Mergers -Consultant John Orr DEPARTMENTS Young, co- founder of Young & Rubicam, analyzes motivation 22 ADVERTISERS & AGENCIES 30 OUR RESPECTS consolidation and benefits realized. He also discusses 195 for AT DEADLINE 9 PEOPLE 64 other advertising facts of life. Page 104. AWARDS 56 PERSONNEL RELATIONS 62 BUSINESS BRIEFLY 36 PROGRAM SERVICES 58 CLOSED CIRCUIT 5 STATIONS COLORCASTING 12 TRADE ASSNS. 65 Is There a ? patrolling of New 24 Madison Avenue -Careful EDITORIAL 200 UPCOMING York agency offices shows only minority actually are on FILM 54 famed street. Other thoroughfares, other cities house many FOR THE RECORD 187 of top 50 agency group. Page 110. GOVERNMENT 42 IN REVIEW 12 IN THE PUBLIC INTEREST 22 LEAD STORY 27 Use Growing analyzes Combined Radio-Tv Keeps -Nielsen MONDAY MEMO 199 state of broadcasting in comprehensive statistical report on NETWORKS 38 audience habits, composition, size and preferences. Page 120. OPEN MIKE 16

BROADCASTING February 24, 1958 Page 7 WHB's 96 county area is a

WHB world .. , and it revolves around these 6:

1. Eddie Clarke, "Morning Mayor of Kansas City." (6 -9 a.m., daily) 20 year veteran of Kansas City radio. Outstanding civic leader. Sought -after speaker. Deep, cheerful wake -up voice. Kansas City's most listened -to air personality. 2. Don Loughnane, born in County Meath, Ireland and raised in Canada, is an easy-going gentleman, with a deep, resonant, believable air voice. Once used tiny recorder and wrist watch mike to expose after hours liquor and gambling in Omaha. This won him awards ... and threats. Daily, noon to 2 p.m. 3. Bob Robin, young, eager, soft -spoken air personality. "Sentimental Gentleman from the South" (calls Memphis home). Established as the "housewife's friend" by virtue of his smoothly- handled 2-4 p.m. stanza, daily. 4. Wayne Stitt has been on the air in Kansas City since the age of 13. K.C. knows him and he knows K.C., which helps account for his high ratings 4 to '7 p.m., daily. Wayne holds the Richard Widmark citation for outstanding success and leadership in broadcasting. 5. Gregg Jordan, extremely bright and bubbly air star. Tall, handsome, glib ... fast -paced. Highest -rated evening show in Kansas City. 7 -10 p.m. nightly. Has seen radio from many pomts-of -view: Salesman, programming, news, sports, management. 6. Hugh Bader, hard -hitting, aggressive, quick- acting news director, with 20 years of radio behind him. Voice of authority in Kansas City news. Delivers the facts straight and crisp. Accustomed to scooping the area. Recent examples:- Blizzard; Starkweather capture.

Square miles don't buy your product. People do-the people who are daily entranced and captivated by the six personalities you see WHB here. You need the coverage of WHB. You need the audience of WHB, dominant first 10,000 watts on 710 kc. in every significant metro or area survey. Talk to Blair, or WHB general manager George W. Armstrong. KANSAS CITY

WDGY Minneapolis St. Paul REPRESENTED BY JOHN BLAIR & CO. WHB Kansas City REPRESENTED BY JOHN BLAIR & CO. -T i WTIX New Orleans O N REPRESENTED AT BY ADAM INC. TODAY'S RADIO FOR TODAY'S SELLING YOUNG Miami TODD, SIDENT HOME OFFICE: OMAHA. NEu4ASKA WQAM REPRESENTED BY JOHN BLAIR L CO. i

Page 8 February 24, 1958 BROADCASTING or deadline

WHITESIDE TO FACE HILL PROBERS TODAY Thurmond A. Whiteside, labeled a "fixer" sioner at request of Sen. Estes Kefauver. BUSINESS BRIEFLY in earlier testimony, will be first witness Witness, vice president of Florida Power Late- breaking items about broadcast today (Mon.) when House Legislative Over- & Light Co., said senator's request came business; for earlier news, see ADVER- sight Subcommittee resumes hearings in Feb- through his employer, McGregor Smith, TISERS & AGENCIES, page 30. ruary 1957 FCC grant of ch. 10 Miami to who wanted to repay "favor" to Sen. National Airlines (earlier story, page 42). Kefauver. Mr. Whiteside's is This was his only contact with Comr. testimony expected to FIRST DIP THIS SPRING Universal consume at least two days, according to Rep. Mack regarding ch. 10 case, Mr. Faqua C. I. T. Credit Corp., N. Y., which claims to Oren Harris (D- Ark.), chairman. stated, and the commissioner was "non- be largest independent auto financing com- Sessions will be in Caucus Room, Old commital-he did not appear to want to pany and is subsidiary of C. I. T. Financial House Office Bldg. discuss the matter at all with me." Sub- committee asked about telephone calls be- Corp., will enter network radio for first time Fired chief counsel of committee Dr. by sponsoring saturation campaign for four Bernard Schwartz, has accused Mr. White- tween Mr. Fuqua (in Florida) and Comr. (in witness weekends on NBC Radio's Monitor this side of paying Comr. Richard A. Mack Mack Washington) but denied they concerned spring, Fuller & Smith & Ross, N. Y. Over $2,650 during time FCC was considering ch. 10 case. He said he could not remember for sure what they $100,000 is being spent for drive to con- ch. 10 case. Comr. Mack, who has denied sist of 69 announcements talked about but probably it was golf or plus extensive his vote was "sold" or "pledged," is expected weekends: reservations for football game. feature segments each of these to testify Thursday after waiting two weeks 21 Mr. Fuqua said he knew nothing of merits March -23, April 25 -27, May 23 -25 and for chance. Rep. Harris said either George June 27 -29, to coincide with spring auto in case, did not know Col. Katzentine (prior T. Baker, National Airlines president, or buying. Network is supporting drive with to meeting him in Washington at time he Katzentine, losing applicant merchandising and promotions to auto deal- Col. A. Frank [Fuqua] visited Comr. Mack) and "merely in ch. 10 case, will testify Wednesday. Col. ers plus closed -circuit preview March 13 to performed the mission I was sent to do." was stand for days last C. I. T. personnel, auto dealers and others Katzentine on Il Before excusing him, Rep. Harris gave in auto industry. week. witness verbal lashing and accused Mr. Friday's witnesses, Jerry C. Carter and Fuqua of having "more information than NEWCOMER TO SPOT RADIO Cham- Ben H. Fuqua (both long -time associates of you are willing to give." Rep. Wolverton pion Spark Plug Co., Toledo, Ohio is kick- they Comr. Mack), told of efforts had made said testimony of witnesses "leaves no doubt ing off with its first -time try at spot radio Katzentine application. Mr. on behalf of in my mind but that there was a widespread March 10. Campaign will open in about Carter, member of Florida Railroad & Pub- network of attempted influences, pro and 50 major markets and will run with various lic Utilities Commission, time after time con, with regard to Mr. Mack and perhaps frequency for 39 weeks. J. Walter Thomp- evoked laughter from subcommittee and with regard to some of the other commis- son Co., Detroit and N. Y., is agency. audience with witty reflections on personal sioners." He recommended attempts to and political life. influence commissioners be made criminal TOP BRASS PLANS Revlon Inc., N. Y., During FCC hearings on ch. 10, Mr. penalty. shortly expected to place national campaign Carter said he testified on behalf of Mr. Rep. Emanuel Celler (D -N. Y.), chairman for Top Brass, men's hair cream it has been Katzentine. Following initial decision and of House Judiciary Committee and Anti- testing via spot on west coast. Look for after Mr. Mack was appointed to Commis- trust Subcommittee, Friday said testimony Top Brass debut on one of Revlon's network sion, he began hearing rumors there were has confirmed "imperative need" for FCC programs and possible late evening spot. Emil Mogul Co., "unethical pressures" being brought against code of ethics. "It has become a matter of N. Y., is agency. paramount importance for the Commission Commission. On his own initiative, he said SPOTS FOR to take action which would help restore CLEANERS Economics he visited Comr. Mack in Washington and Labs., N. Y., for Soilax public confidence in the operations and de- and Soil-Off house- suggested commissioner disqualify himself hold cleaners, cisions of FCC," he said. placing 40- market tv spot and because "if one -third of the rumors are drive first week of March for 10 -13 weeks. true ... there will be a scandal." Firm also buying half dozen west coast radio New SSC&B President; He later visited Comr. Mack on two Bolte markets for spot. J. M. Mathes Inc., N. Y., other occasions at request of Col. Katzen- Sullivan to Be Board Chairman is agency. tine, Mr. Carter said. Also, he said, he Brown Bolte, executive vice president and went to see Mr. Whiteside concerning role director of Benton & Bowles, New York, he (Whiteside] was playing in case "but has resigned to become president of Sullivan, Smith to Head KOVR (TV) didn't get much satisfaction." At one time, Stauffer, Colwell & Bayles, New York. Mr. Ned Smith, former head of Edward Petry Mr. Carter stated that he knew of no "man Bolte succeeds Ray Sullivan, president of & Co. San Francisco office April 1 becomes owe to than White- who Mack could more agency since its formation more than 10 general manager of ch. 13 KOVR (TV) side." He did not believe, however, rumors years ago. Mr. Sullivan will become board Stockton-Sacramento, under new Gannett Comr. Mack's vote was pledged, he said, chairman. It is understood that Don Stauffer ownership, C. Glover DeLaney, directing and did not want to see his friend involved in and Heagan Bayles, other partners, will be- head of Gannett radio and television prop- "a scandal." come members of newly- created board. erties, announced Friday. Glenn Kelley Mr. Carter, a "self-styled cheap politician; Mr. Bolte had been with Benton & Bowles named assistant general manager. Mr. Smith the people I represent can't afford an ex- since 1941, when he joined as account execu- succeeds Terry Lee, president and general pensive one," told subcommittee all Florida tive, except for World War II military serv- manager under ownership of H. L. Hoff- men involved in controversy are "honor- ice. He was named executive vice president man, west coast electronics manufacturer, able, compared to the standard of honor we about two years ago. Mr. Bolte was member who sold station last month for $1,477,239.. live up to in this day and time." of B &B's merchandising committee and plans Mr. Lee agreed to stay on until April 1 Mr. Fuqua, friend of Comr. Mack since board and was formerly co- chairman of when he joins Hoffman Electronics in ex- college, testified he went to see commis- committee and secretary of board. ecutive capacity. BROADCASTING February 24, 1958 Page 9 PEOPLE DAVID E. GUERRANT, vice president and account supervisor, John W. Shaw Adv., Chicago, named executive vice president. P. L. O. Smith, vice president and ac- at deadline count supervisor, named senior vice president. Both are members of agency's executive committee. NEWELL T. SCHWIN, since 1956 tele- Co., N. Federal Grand Jury Indicts RCA, Y., -will be handled on west coast vision sales manager of the Terrytoons divi- by Gil Golden, Antitrust Law Violation Charged national advertising man- sion of CBS Television Film Sales, named ager, and on east coast (home office) by to the newly -created post of manager of New York federal grand jury indicted Charles Cohen. Publicity continues at de- special projects for CBS -TV network sales, RCA Friday on charges of violating anti- partmental level under Meyer M. Hutner, it is being announced today (Mon.) by trust laws in distribution of radio-tv equip- national publicity manager, New York. Bill William H. Hylan, CBS -TV vice president ment and patent licensing practices. Charges L. Hendricks continues as Burbank studio of sales administration. claim RCA conspired in restraint of trade publicity manager. and of in manufacture, sale distribution CHARLES F. BENNETT, Lennen & radio and tv apparatus and in patent licens- Sweeney, Brown, Griswold Buy Newell, to Erwin Wasey, Ruthrauff & Ryan, ing practices and also alleged monopoly KIMO in Independence, Mo. N. Y., as director of merchandising. in patent licensing in United States. RAB president Kevin B. Sweeney, Kenyon Criminal indictment contained four counts, CURTIS BERRIEN has left Reach, Mc- Brown and Glenn Griswold have bought each of which is liable to $50,000 penalty. Clinton, N. Y., where he was senior vice KIMO Independence, Mo. (1510 kc, 1 Brig. Gen. Sarnoff, board chairman of kw, president and creative director. It's reported day) from Craig Siegfried, for approximate- RCA, said he had no comment until he has he will go to William Esty, N. Y., as ly $150,000, subject to read indictment. Gen. Sarnoff was in Atlanta FCC approval. Mr. agency's copy chief. Sweeney and Mr. where he had been guest speaker at southern Brown acquire 40% each, Mr. Griswold 20 meeting of American Bar Assn. In %. WILLIAM C. HUTCHINGS, executive vice regional Mr. Brown, who his talk Thursday night Gen. Sarnoff called also has part interests president, United Film & Recording Studios, in KCOP (TV) for federal bureau of economic intelligence Los Angeles and Mr. Chicago, to Kling Film Productions, same Sweeney also bought which could advise businessmen on anti- KFOX Long Beach, city, as vice president. Calif., last December trust aspects of new ventures. "The respon- for about $700,000. Mr. Sweeney, Mr. HUGH BRANIGAN, unit manager at NBC - sible executive ought at least to know that Griswold, former general manager of KFEQ -AM -TV St. Joseph, TV since 1945, has joined Barry-Enright what is legitimate enterprise today will not Mo., F. F. Productions, N. Y., as producer of new be adjudged illegal tomorrow." and (Mike) Lynch, general manager Dough Re Mi program on NBC -TV. Charges are same as civil suit filed by of KBYE Oklahoma City, acquired KBYE for $180,000 at about same time Justice Dept. against RCA three years ago. JOHN MATTHEW HOLLYWOOD, [STATIONS, Dec. 23, 1957]. re- Basic charge is that RCA patents (company search coordinator of CBS Labs., N. Y., controls more than 10,000, government Pepsodent Successful, since 1954 and employed there in various charged) must be taken in package form, executive Despite Cancellation, Says RAB capacities since 1935, named rather than individually. scientific aide to Dr. Peter C. Goldmark, Named as co- conspirators, but not defend- Flood of cancellations by Pepsodent in president of CBS Labs. ants, in indictment were more than 25 $2.5 million -per -year radio spot schedule leading electronic firms-including GE, in 200 markets will be met by Radio Ad- OTTO LANG, formerly producer with Westinghouse, AT &T, Western Electric, vertising Bureau research findings showing Cinerama Productions and 20th Century- IT &T, Haseltine Corp., and EMI, England; success of schedule. RAB has $17,000 in- Fox Film Corp., named producer with Ziv Telefunken, Germany; Philips, Holland and vested in Pepsodent campaign research, Television Programs, Hollywood. ALBERT Compagnie Generale de Telegraphie Sans showing drive has been successful. Among B. TAYLOR, previously head of story de- Fil, France. One of charges claimed RCA findings: partment of RKO pictures, appointed pro- had cartel agreement with foreign companies Brand usage up 10% in four weeks duction executive for Ziv Tv. on sales. among those reached; jingle correctly linked to Pepsodent by 29.2% of all people FCC Says Ch. 6 Stays in Miami in survey markets after four weeks, 34.2% FCC has after eight weeks; among dealers, jingle cor- turned down requests by ch. 4 ETV Ch. 12 in Detroit Urged WTVJ (TV) Miami and ch. 17 WITV rectly identified by 53.3% after four weeks, (TV) Fort Lauderdale, Fla., to reconsider 65.3% after eight. Cancellations coming Detroit Educational Tv Foundation has its April 1957 action assigning ch. 6 to from Foote, Cone & Belding on behalf of asked FCC to change ch. 12 from Flint to Miami. WTVJ questioned whether Miami Lever division [CLOSED CIRCUIT, Feb. 10], Detroit, to be used as educational station. needed fourth channel; WITV wanted ch. 6 with big spot tv package deals in works Petition said educational group would apply assigned to Fort Lauderdale, or permission (mostly ID saturation and ROS). Neither for channel if it is moved. Flint ch. 12 to operate on ch. 6 in Miami in lieu of client nor agency ready to talk but it's granted to WIR Detroit in 1954 has been present assignment. Commission said noth- thought current softness in business prompt- subject of litigation for last three years; ing had been shown to change its mind that ed reconsideration of media strategy and court decision on latest argument is awaited. Miami needed ch. 6; it also said there was convinced Pepsodent it had attained results Request also made that FCC move ch. 12 no compelling reason to permit WITV to out of spot radio and should try something KTVH (TV) Hutchinson to Wichita, Kan. operate on ch. 6 from Miami antenna farm different. Commission approved request moving ch. which would conflict with mileage separa- 11 KGUL -TV Galveston to Houston, Tex. tion factors. WEDO for CBS in Pittsburgh WEDO McKeesport, Pa., joins CBS Radio Tower Reply Deadline Delayed Warner Bros. Splits Adv., Publicity March 2 replacing KQV Pittsburgh as pri- FCC postponed to March 12, deadline mary affiliate, Warner Bros. Friday announced it will according to William A. for replies to comments on its proposed tall - split advertising and publicity under two Schudt Jr., network vice president in charge tower regulations. Deadline for replies had heads, thus ending speculation over who of station relations. WCAE Pittsburgh, which been Feb. 20, but Commission acceded to will succeed Robert Taplinger, advertising - is not affiliated with CBS Radio, will carry request of consulting engineer A. Earl publicity vice president whose unexpected some of network's nighttime programming Cullum, Dallas, Tex., for delay. Comments resignation was announced fortnight ago. since WEDO operates daytime only, with 1 were filed three weeks ago [GOVERNMENT, Advertising-placed through Buchanan & kw on 810 kc. Feb. 3].

Page 10 February 24, 1958 BROADCASTING ONLY WITH STATION 7 -DAY IN AMERICA 24 -HOUR TV 23 24 22 2 21 3 20 4 February 10 the miracle of television came to life for the forgotten audi - 19 ence. Entertainment and public serv- 5 ice for hundreds of thousands in Pennsylvania and New York who rarely 18 see TV. Like swing -shift factory 6 workers. Night nurses. Policemen.

Their families. Viewer response . . - 17 overwhelming! Become a franchise 7 advertiser and increase sales fast! Call Blair -TV NOW for rates. 16 8

15 9 14 10 13 12 11

A TRIANGLE STATION WNBF -TV B I N G H A M T O N , N E W Y O R K

Channel 12 ABC -TV

Operated by Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa. WFIL AM FM TV, Philadelphia, Pa. / WNBF -AM FM TV, Binghamton, N. Y. / WHGB -AM, Harrisburg, Po.

WFBG -AM TV, Altoona -Johnstown, Pa. / WNHC -AM FM TV, Hortford -New Haven, Conn. / WLBR -TV, Lebanon -Lancaster, Pa.

, i N e k 1 7 Y o r k l n t n w Y o r T r i a n g l e N a t i o n a Sales Office, 485 L e x g o Avenue, New

BROADCASTING February 24, 1958 Page 1.1 IN REVIEW

PRETESTED THE JERRY LEWIS SHOW the dreary, tedious pace set by her host. But even Miss Tucker was not enough. Mr. How unfunny can a comic be? the adventures of Lewis in Las Vegas just didn't have it. Jerry Lewis did his best Tuesday night (from Las Vegas) to provide an answer in Production costs: $140,000. depth. Though appearing in advance adver- Sponsored by Oldsmobile through D. P. tisements dressed in space helmet and Brother on NBC-TV, Tues., Feb. 18, 8 -9 TUGBOAT clothes on a copy theme of being the best p.m. in color and black -and-white. thing since Jupiter C, the comic never left Producer: Ernest Glucksman; director: Jack the ground. Shea; musical director: Walter Scharf; £ä During the program, Mr. Lewis offered choreographer: Nick Castle. ANNIE a plug for another comic, Milton Berle. The Jerry Lewis Plea: Be sure to watch Milton NBC OPERA COMPANY Berle's tv debut as a dramatic actor (last Wednesday) and good luck, Millie. It is If NBC doesn't stop whetting musical ap- BRAND -NEWI ironic but for the first time, Mr. Lewis' petites by its occasional televised operas and antics and desperation to make something NBC Opera Company tours, it is going to FIRST- RUN! out of nothing material was reminiscent of send masses of converts away from their the Milton Berle fighting odds and ratings tv sets seeking more opera. Then the joke near the twilight of his tv comedy fame. will be on NBC, as it was for Verdi's Rigo- SUCCESS! Mr. Lewis, as Miltie used to, asserted letto, the jester who became the butt of himself without rhyme and reason -"getting his own last bitter jest. The opera staple Saturday Evening Post into the act" regardless of who was on made a compelling tv show Feb. 16. Over 650,000,000 readers of stage. It is beyond comprehension what For old opera hands and those who un- Norman Reilly Raine's 65 Tug- prods a comic to such senseless over- derstand Italian, the English version of boat Annie stories! 27 -year run exposure. "Rigoletto" may have held some disappoint- continues by popular demand. The Jerry Lewis Show came near being a ments. Others may marvel that it all came desert of tv entertainment, perhaps under out so lyrically on the part of translator SUCCESS! the influence of the Las Vegas countryside. and singer. The only oasis provided was an amusing bit Those who harshly criticize this tv pro - Metro - Goldwyn -Mayer by Mr. Lewis with a mixed choral group. duction-.on points of space, audio, language or other counts-probably cannot remember Tugboat Annie motion picture A pantomime offering on lessons of love had its moments but the attempt was thin. what it means to see " Rigoletto" for the feature a box - office record - breaker The other portions of the program, despite first time. It is a transporting experience, in the top motion given any kind of decent performance. The picture theatres. N. Y. Times the guest stars - Betty Grable, Sophie Tucker and Hans Conreid -seemed worth- NBC Opera Company production was all superior - -"story " -"a box of that and more. NBC's camera version office natural." less. Mr. Lewis even took over the first Oldsmobile commercial. of action, costumes and settings matched Miss Tucker by sheer force of personal- the worthy accounts of the Rigoletto and SUCCESS! ity and showmanship did inject a change to Gilda roles given by Igor Gorin and Dorothy Chicago Audience Test 92% of Lake Theatre audience rated "Tugboat Annie" a TV 1IMP® favorite- certified by Haskins 111 O L O tI C A & Sells, C. P. A. The Next 10 Days Feb. 27 (7:30-8 p.m.) Tic Tac Dough. of Network Color Shows Warner -Lambert through Lennen & SUCCESS! (all times EST) Newell and RCA Victor through Kenyon & Eckhardt. CBC TV Network CBS -TV R. B. Collett, Adv. Dir., Lever Feb. 25 (8 -9 p.m.) High Adventure with Feb. 27 (10 -10:30 p.m.) Lux Show star- Brothers Limited, writes: Lowell Thomas, Delco Div. of General ring Rosemary Clooney, Lever Bros. "excellent viewing audience" - Motors through Campbell- Ewald. through J. Walter Thompson Co. "general public, through mail Feb. 25, March 4 (9:30 -10 p.m.) Red March 1 (8 -9 p.m.) Perry Como Show, and telephone calls, indicates Skelton Show, S. C. Johnson & Son strong appeal for every mem- participating sponsors. through Foote, Cone & Belding and Pet ber of the family." Tugboat Milk through Gardner Adv. Annie outrates such shows as March 1 (10:30 -11 p.m.) Your Hit Perry Como, Gunsmoke, Wyatt NBC -TV Parade, Toni through North and Ameri- Earp, Dragnet, Climax, can Tobacco Co. through BBDO. Disneyland and many, many Feb. 2448, March 5 (3-4 p.m.) Matinee others in Canada network Theatre, participating sponsors. March 2 (7 -7:30 p.m.) My Friend markets. Feb. 25, March 3 (7:30 -8 p.m.) The Flicka, sustaining. Price Is Right, Speidel through Norman, -9 Craig & Kummel and RCA Victor March 2 (8 p.m.) Steve Allen Show, through Kenyon & Eckhardt. S. C. Johnson & Son through Needham, Louis & Brorby, Greyhound Corp. Feb. 25 (8 -9 p.m.) George Gobel-Eddie through Grey Adv. and U.S. Time Corp. Fisher Show, RCA -Whirlpool through through Peck Adv. Kenyon & Eckhardt and Liggett & Myers tpa through McCann- Erickson. March 4 (8 -9 p.m.) Eddie Fisher -George Gobe! Show, RCA -Whirlpool through Feb. 26, March 5 (9 -10 p.m.) Kraft Television Theatre, Kraft Foods Co. Kenyon & Eckhardt and Liggett & Myers TELEVISION PROGRAMS OF AMERICA, INC. through J. Walter Thompson Co. through McCann -Erickson. 488 MADISON N.Y. 22 PLaza 5 -2100

Page 12 February 24, 1958 BROADCASTING big chan A dollar isn't "small change" these days. Particularly a television dollar. Every single one e of them is gêtting harder to find. And every single one of them now has to work like crazy. So the following sixteen words are very important: ABC Television's average nighttime cost -per- thousand, per commercial minute, is the lowest of all three networks!* How low is "lowest "? The exact figure is $3.07, with those other networks trailing along with $3.19 and $3.68. That's a figure that's low enough to make a difference of more than $320,000 to an advertiser who buys 52 weeks of alternate Class A half hours ... or a difference of more than $470,000 to one who buys 52 weeks of weekly Class A half hours. Gentlemen, let's face it. With programming and coverage what they are today, the big difference between competing networks is in the value they deliver for a dollar. One offers the least value. One offers a little more. But only one offers advertisers the most value. Today, that network is ABC TELEVISION

`Source: Nielsen, December, 1957

UROADCAtiiING February 24, ¡958 Page 13 There's Travel folders don't begin to tell the northern Florida story.

In Jacksonville, bank clearings are running more than a

billion dollars a month. Business activity is accelerating so

fast that The National Cash Register Company is putting

up a big new supply plant to satisfy the area's needs. more to Florida... and to W1IBR-TV !

much more, as ARB found when it made the first audience

study of inside and outside coverage areas of Jacksonville

television stations. In the metropolitan area, WMBR -TV

commands a 72% lead (total -week average). Outside, in

the area never before studied, its lead skyrockets to almost

3 to 1. Throughout the entire area, WMBR -TV averages

considerably more than twice the audience of its competition.

In quarter -hour firsts, WMBR -TV wins almost 9 out of 10.

And it has all 45 of the 45 top shows, local or. network.

The highest -rated competing network program ranks 46th -

reaching fewer homes than WMBR -TY's local news (5 -day

average). Conclusion: There's much more to 1,1,31BR-Tli'

CHANNEL 4, JACKSONVILLE Operated by The Washington Post Broadcast Division Represented by CBS Television Spot Sales

« .- ì Source: ARB, November 1957: total homes reached. IN REVIEW CONTINUED OPEN MIKE

Coulter. The whole effort rates a huzzah Nothing Wrong in Leaks (or whatever it is they say at opera houses) and a sponsor. EDITOR: Everyone to his own opinion, but I ques- Production costs: $200,000. tion the intensity of your attack on ex -chief Sustaining on NBC-TV Sun., Feb. 16, 2 -4 counsel Bernard Schwartz, whom you ac- p.m., live from New York., cused of outdoing McCarthyism in its hey- Producer: Samuel Chotzinoff; director: Kirk day [EDITORIAL, Feb. 10]. I, as a news re- Browning; music, artistic director: Peter porter, see nothing wrong in an attorney Herman Adler; conductor: Gene Morel; "leaking information" to the New York libretto: Francisco Piave; settings: Otis Times and Drew Pearson. Especially, if I Riggs; costumes: Robert Fletcher; trans- felt, like Mr. Schwartz, that what I believed lation: Joseph Machlis. to be true was going to be suppressed by the Principals: Igor Gorin, Kirk Oreste, Doro- congressional subcommittee. As a news re- thy Coulter, Joshua Hecht, Gloria Lane, porter and director, I would have used the Mark Elyn, Eugene Green. material-the same as they did. NATIONAL SPOT Let's find out the truth. Let the charges be BOOKS aired and denied, proven or discarded. One of these days I hope to own my own radio ADVERTISERS TIME BARRIERS, by Ralph J. Erwin; station. I certainly want to think that Greenwich Book Publishers, 489 Fifth don't I will have to advance "bribe" money to LIKE Avenue, New York. 48 pp. $2. anybody to get my license. Mr. Erwin, a radio -tv station broker, has Vic Avers published a provocative short essay -an ar- News Director gument for what he calls "time economy." WRAD Radford, Va. The author feels there is no reason behind the present addiction to a nine -to -five existence, and presents his arguments for stag- Meeting Place gered working shifts and the benefits that EDITOR: also makes a case would accrue. Mr. Erwin One of the by- products that warmed me for a Sunday- Monday weekend, and other was that my article [MONDAY MEMO, Jan. down what he various methods of breaking 20] stimulated notes from so many of the unreasonable and calls "time barriers" - associates I had and acquaintances I made wasteful uses of time. Among these barriers when I was in radio and television directly. Mr. Erwin cites against let- the prejudices People read BROADCASTING from cover to work and commends ting the young and old cover. They [notes] are still coming in. the FCC for its policy of letting anyone Harry W. Witt competent take out a radio -operator license. Vice President Of interest also is the author's argument Reach, McClinton & that by realignment of work shifts, television Co. Los ON and radio would be strengthened by the crea- Angeles tion of a 24-hour audience; prime time would no longer be just evening time, but A Viewer Wants Color possibly total time as there would always EDITOR: be a sizable at -home audience. I am only a novice in the radio and TELEVISION-TODAY AND TOMOR- television business, therefore I would like WBIIF ROW, Broadcast Music Inc.; Channell you to answer a question for me. I'm IN BUFFALO Press Inc., Great Neck, New York. 429 puzzled by the complacency of the television pp. $12.50. industry over color. Why is it ABC-TV and CBS -TV have been so reluctant to go into HERE'S WHY: This hefty volume is the complete report mass colorcasting7 of the five "Television Talk" clinics con- We purchased a color receiver for Christ- Channel 17's audience is ex- ducted in 1957 by BMI New York, -in mas and are 100% satisfied with the recep- panding fast, with a nighttime Fort Worth, Atlanta, Chicago and San tion and servicing facilities. share now four times as great as Francisco. Each consisted of addresses by The one fault which I have found with it was when NBC purchased clinic authoritative station figures, followed by color television is not poor equipment or WBUF in December 1955.' an open question and answer period. The undesirable production techniques, but a lack of color programming. What with WBUF, with 1,000,000 watts of book is a verbatim report of these clinics, and it retains the flavor of both the talks color sales reaching the break -through point selling power, now reaches seven and the q &a sessions. Covering such sub- (you report in your Jan. 20 issue), I would out of every ten homes on the jects as the use of color, children's programs, think sponsors and their agencies would be flooding with Niagara Frontier. Sell on WBUF, local service programming, station promo- the air colorcasts. Certainly tion and management and many others, the the additional 10% for color production and you sell big in New York should book provides a report on television's day - costs not kill the potential color. largest market State's 2nd -a to -day problems and also points up some I feel color tv is here to stay, but in market that buys more than answers to those of tomorrow. order for it to make a real dent in mono- $380 million worth of food store As a reference for anyone who attended chrome sales the networks will have to supply the majority of their programs in products a year! the clinics, and more particularly for those who did not, the volume offers a store- color. Why doesn't the NAB arrange such cooperation between the networks in CHANNEL NBC house of worthwhile information and at order IN the same time is eminently readable. It is to reach this goal? 1.7 BUFFALO the third such volume to be published; the William Marshall others appeared after similar BMI clinics WAMU, American U. in 1952 and 1954. Washington, D. C. SOLD BY SPOT SALES 0 BROADCASTING 'Source. ARB ¡(RON is TV in sf

VT0SIIO!I' Rua

Sam. tca.st-cisca4cs alL11- so-ed Olt ekON- TV

AVAILABLE Alternate B.eeks MEN OF ANNAPOLIS Monday 6:30 P.M. SAN FRANCISCO CHRONICLE NBC AFFILIATE CHANNEL 4 PETERS, GRIFFIN, WOODWARD

BROADCASTING February 24, 1958 Page 17 WARWICK

LOOK WHO'S N THE BOOTHS BIG SIX!

METROPOLITAN COUNTY AREAS ACCORDING TO POPULATION RANK:*

1. HOUSTON 2. ATLANTA

3. DALLAS 4. NEW ORLEANS PORTSMOUTH 5. MIAMI

°TI I EWTA While most lists of markets separate Norfolk -Portsmouth and Newport News -Hampton -Warwick on opposite sides of Hampton Roads, they 1st in RADIO are connected by not one but two busy causeways carrying steady streams of shoppers and commuters. For in reality they are one continuous area, population of WTARwas the first urban with 724,500. radio station in Virginia Tidewater is call and dominates the area what Virginians this city de facto. For marketing in audience. purposes, TIDEWTAR is a better way to spell it, and sell it ... because CBS NETWORK in both Radie and Television WTAR covers and dominates this great market ... sixth in the South, and 27th in the nation!

*Source: Sales Management Survey of Buying Power. HAMPTON

MI=

NORFOLK

1st in TELEVISION 1st in INFLUENCE Continued leadership in ratings is only one aspect of WTAR's value to advertisers. WTAR's WTAR was the pioneer excellent coverage, facilities and management, TV station in the market, plus greater experience, combine to give you and continues to lead all more sales influence per advertising dollar. other stations by a wide margin in audiences.

Business Offices and Studios: 720 Boush Street, Norfolk 10, Virginia WTAR Radio Corporation Telephone: MAdison 5 -6711 Represented by Edward Petry and Company President and General Manager -Campbell Arnosx Vice -President for Sales -Robert M. Lambe Vice -President for Operations-John Peffer Rodio Sales Manager -Jack Black Broadcasting Publications Ins. Sel Taishoff Maury Long Edwin H. James PEOPLE make the BIG difference! President Vice President Vice President IN A RECENT H. H. Tash B. T. Taishoff Irving C. Miller Secretary Treasurer Comptroller "PERSONALITIES CONTEST" BROADCASTING' WMBD RECEIVED TELECASTING

"Former" Bill THE BUSINESSWEEKLY OF TELEVISION AND RADIO Published every Monday by Broadcasting Ne 90,761 Fa ,m Dit.atar Publications Inc. POST CARDS FROM 42 COUNTIES Executive and Publication Headquarters . November 3 to November 30, 1957 Broadcasting Telecasting Bldg. 1735 DeSales St., N. W., Washington 6, D. C. Telephone: MEtropolitan 8 -1022 1 I; EDITOR & PUBLISHER: Sol Taishoff MANAGING EDITOR: Edwin H. James 41 SENIOR EDITORS: Rufus Crater (New York), J. Frank Beatty, Bruce Robertson (Hollywood). Jess Kennedy Paula Lohmann 1 Fred Fitzgerald. Earl B. Abrams Never Women's Director NEWS EDITOR: Donald V. West SPECIAL PROJECTS EDITOR: David Glickman 82 141 255 - 4 ASSOCIATE EDITOR: Harold Hopkins ASSISTANT EDITORS: Dawson Nail, Jacqueline 1257 796 Eagle 675 ° 70 STAFF WRITERS: Frankie Pelzman, Myron Schol- 87126 3471 nick, Benjamin Self, Ann Tasseff, Jim Thomas EDITORIAL ASSISTANTS, Rita Cournoyer, Richard Erickson, 117 2471 11664 1033 Coleen Rothenberg SECRETARY TO THE PUBLISHER: Gladys L. Hall Jerry Bidle ` 9 662 News 549 BUSINESS 5 2 90 VICE PRESIDENT S. GENERAL MANAGER: Maury Long ' SALES MANAGER: Winfield R. Levi (New York) - 11 11 SOUTHERN SALES MANAGER: Ed Sellers 13 PRODUCTION MANAGER: George L. Dant TRAFFIC MANAGER: Harry Stevens CLASSIFIED ADVERTISING: Doris Kelly ADVERTISING ASSISTANTS: John Henner. Ada 7 34 Michael, Lois De Shields COMPTROLLER: Irving C. Miller Ted Atwood Tom Kelly ASSISTANT AUDITOR: Eunice Weston News SPadi SECRETARY TO GENERAL MANAGER: Eleanor Schadi

CIRCULATION S READER'S SERVICE MANAGER: John P. Cosgrove SUBSCRIPTION MANAGER: Frank N. Gentile CIRCULATION ASSISTANTS: Gerry Cleary. Christine Harageones, Charles Harpold, Marilyn Peizer

BUREAUS NEW YORK Milton Budd WAYNE West Don Braid Walter Thurman 4,I4 Madison Ave., Zone 22, Plaza 5 -8355 Line Music Programs Lire Music P,ogm mr Recorded Music Programs Recorded Music Programs Editorial SENIOR EDITOR: Rufus Crater YOU CAN DOMINATE THIS LARGEST BUREAU NEWS MANAGER: Lawrence Christopher AGENCY EDITOR: Florence Small IN ILLINOIS (outside Chicago) ASST. NEW YORK EDITOR: David W. Berlyn MARKET NEW YORK FEATURES EDITOR: Rocco Famighetti ASSISTANT EDITOR: Frank P. Model WITH RADIO PEORIA, WMBD STAFF WRITERS: Margot Holland, Diane Schwartz Represented by CBS Business e SALES MANAGER: Winfield R. Levi ri , 5000 WATTS Pet \iVjVI SALES SERVICE MANAGER: Eleanor R. Manning Wrd, Peoria, Illinois EASTERN SALES MANAGER: Kenneth Cowan Inc. B ADVERTISING ASSISTANT: Donna Trolinger

CHICAGO 360 N. Michigan Ave., Zone 1, CEntral 6.4115 MIDWEST NEWS EDITOR: John Osbon MIDWEST SALES MANAGER: Warren W. Middleton. r Barbara Kolar HOLLYWOOD 6253 Hollywood Blvd., Zone 28, H011ywood 3 -3141 BROADCASTING SENIOR EDITOR: Bruce Robertson is WESTERN SALES MANAGER: Bill Merritt. Virginia THE BUSINESSWEEKLY OF TELEVISION AND RADIO Stricker Toronto, 32 Colin Ave., HUdson 9 -2694 1735 DaSales 51., N. W Washington 6, D. C. James Montagnes

PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE SUBSCRIPTION PRICES: Annual subscription for 52 weekly issues $7.00. Annual subscription including Year- 52 weekly issues of BROADCASTING book Number $11.00. Add $1.00 per year for Canadian 57.00 and foreign postage. Subscriber's occupation required. 52 weakly issues and Yearbook Number i i.0C Regular issues 35e per copy; Yearbook Number $4.00 per copy. Enclosed Bill SUBSCRIPTION ORDERS AND ADDRESS CHANGES: Send so BROADCASTING Circulation Dept., 1735 DaSales St., owns :,de /Po,ition N.W., Washington 6, D. C. On cis , please include both old and new addresses.

eomDwsr neve BROADCASTING Magasine was founded in 1931 by Broadcasting Publications Inc., using aJJrws o the title: BROAD- a CASTING -The News Magazine of the Fifth Estate. a Broadcast Advertising wos acquired In 1932, Broadcast Reponer ln 1933 and Telecast* In 1953. city rane state O Pease send to home aJJress - - *Reg. U. S. Patent Office Copyright 1951 by Broadcasting Publications Inc. Page 20 February 24, 1958 BROADCASTING y ). f c<

A television market is more than two cities

When you use KGUL -TV O Galveston, serving Houston ... you sell a quarter of Texas - a television market whose:

Total Retail Sales are greater than Metropolitan Pittsburgh. Effective Buying Income is $3,750,000,000. Food Sales are greater than Metropolitan Cleveland.

Smart advertisers want to tap this market. They do it over KGUL -TV S , the only station delivering city -grade service to both Houston and Galveston. Represented by CBS Spot Sales.

Sources: TV Mag. 3/57; Copyrighted ... Sales Management 1957

A CORINTHIAN STATION Responsibility in Broadcasting

KOTV Tulsa .KGUL -TV Galveston, serving Houston .WANE & WANE -TV Fort Wayne .WISH & WISH -TV Indianapolis OUR RESPECTS

to Theodore Ainslie Smith

Theodore A. Smith's career might seem, at first glance, to have followed a rut. But he would be the first to proclaim that his association with RCA since 1925 constitutes a most satisfying and stimulating experience. RCA has been his sole employer since his graduation from Stevens Institute, Hoboken, N.J., in 1925 with a mechanical engineering degree. Mr. Smith's own advancement to his present post of executive vice president, Industrial Electronic Products, parallels the growth of RCA to its eminent position in the broadcasting and electronics equipment field. Radio station owners in the early 1930s probably remember Ted Smith -the tall, slim, youthful sales engineer who helped place their outlets on the air or sold them broadcast equipment of various types. At 53, Mr. Smith is still slim and youthful and If You Sell to Adults still very much involved in the broadcast business. In his present post, he is responsible for all commercial electronic equipment, covering broadcast, telecommunications systems and traffic, computer systems, electronic control systems and other industrial You Belong on KBIG products. More than 6,500 workers are under his jurisdiction. Theodore Ainslie Smith, who was born in Brooklyn, N.Y., on Feb. 17, 1905, was undecided on a career during the final days of college. He had toyed around with IF THE ABLE -TO -BUY, Mature the notion of becoming a writer because he had contributed articles on engineering Southern Californian is your mar- subjects to New York newspapers during his undergraduate days. But at the suggestion keting objective ... you belong on of Prof. Louis Hazeltine of the Stevens Institute faculty and a pioneer inventor in KBIG Radio. the electronics field, he applied for a position with RCA in 1925. THIS "station with the musical Mr. Smith was accepted for employment at RCA's laboratory in Van Cortlandt memory" deliberately sacrifices the Park, the Bronx, N.Y., as an engineer. In 1928, he supervised the construction of the transient youth appeal of today's company's pioneer television station, W2XBS New York. Mr. Smith recalls that in top tunes ... 20, 30, 40, 50 ... for 1930 the station put on a performance using live actors that was projected to the the perpetual popularity of yester- screen of RICO- Proctor's 58th Street Theatre. He admits that the transmitted picture day's top ten -thousand. lacked resolution but the performance demonstrated that television was practicable. In 1930 Mr. Smith was transferred to broadcast sales and in this capacity he served FROM THE MELODIC WEALTH as a sales engineer to radio stations primarily in the eastern part of the country. of the last fifty years, KEIG's mu- During the late 1930s RCA began to sell tv equipment to some stations and to hold sic department carefully programs demonstrations in various public places, including department stores and the New for its disc jockeys a wide variety York World's Fair. Mr. Smith assumed an active role in this early tv effort. of popular music, colorfully varied in time and tempo, vocal and instrumental, standard and novel. During the war, Mr. Smith maintained close liaison with the military establish- Rich, modern arrangements of ment on the use of television for military purposes. One of the RCA projects time -tested favorites nourish a in this area was the use of tv in unmanned craft. According to Mr. Smith, the govern- of warm, continuing bond between the ment made use this development toward the end of World War II. the end Catalina station and millions of After of hostilities, Mr. Smith continued to hold positions of increasing in department. he was mature, able -to -buy Southern Cali- responsibility the engineering products In 1946, appointed fornians. general sales manager of the department. From 1951 to 1953, he was assistant manager of the department and in the latter year was elected vice president and PROOF? A new Pulse qualitative general manager. In October 1955, Mr. Smith was named executive vice president of survey which shows the KBIG audi- RCA Defense Electronic Products, and on June 7, 1957, was appointed to his present ence 91% adults, only 9% teens post of executive vice president, Industrial Electronic Products. He also is a member and children. Your KBIG or Weed of the board of directors of RCA Communications Inc. representative will gladly bring the Mr. Smith was among those who had a ringside seat at the post -war growth of complete breakdown. the electronics industry in general and television in particular. He envisages an even broader expansion in the years ahead with new applications for electronic devices of all types. Perhaps the most significant advances, according to Mr. Smith, will occur in automated sensing and control devices for production and in data processing. In broadcast business, Mr. Smith believes his company will continue to make substantial contributions to the industry through improved products of all types. He declines to speculate on the nature of new products that RCA may be developing for the broadcasting industry. The most immediate project the company is emphasizing he said, is the introduction later this year of color videotape equipment. The Catalina Station 10.000 watts Mr. Smith holds a number of patents on television and other products and is the author of several radio engineering papers. He is a senior member of the Institute of 740 Radio Engineers and a past chairman of IRE's Philadelphia Section; past chairman of the military products division, Radio-Electronics -Television Mfrs. Assn. (now Electronic Industries Assn.); a member of the Armed Forces Communications Assn. JOHN POOLE BROADCASTING CO. and the American Society of Naval Engineers. 6540 Suntt Blvd,. Lot Anplas 28, Clltornia In 1941, Mr. Smith married the former Janice Munson. They live with their two T*ltpòopt: Hollywood 3.3205 children, Nat. Rap. WEED and Company Donald, 12, and Bruce, 8, in Philadelphia, across the Delaware River from RCA headquarters in Camden, N.J. Mr. Smith's favorite pastimes are photography, badminton and tennis. Page 22 February 24, 1958 BROADCASTINO IN THE PUBLIC SERVICE OF GREATER DETROIT*

Detroit's Mayor Miriani Praises WKMH for making a real contribution to PUBLIC SAFETY

THE WKMH TRAFFIC COMMUNICATOR broadcasts directly from Police Headquarters In the City on Wheels, where 81;0' of the families own cars and where more than 65% use their cars to get to and from work -morning and evening "rush- hours" mean peak travel conditions on Detroit's streets and expressways. During these hours, the WKMH Traffic Communicator- s uniformed policeman broadcasting directly from Detroit Police Headquarters-supplies Detroit motorists with up- to- the-second reports on traffic conditions ... accidents, tie -ups, routes to avoid. Special bulletins are rushed on the air seconds after the news reaches Police Headquarters. Says Mayor Miriani-"WKMH helps prevent critical traffic jams ... performs a valued service for thousands of our citizens ".

'Seventh in a series of ads showing how WKMH serves the Michigan public in Greater Detroit

WKMH WINS COVETED NATIONAL SAFETY COUNCIL AWARD This plaque, presented to Station WKMH, is one of many awards given to Detroit's civic minded station in recognition of outstanding service in the public interest.

WKMH DETROIT DEARBORN John Carroll, Managing Director

FRED A. KNORR, PRES. KNORR BROADCASTING COR P. Represented by HEADLEY REED

BROADCASTING February 24, 1958 Page 23 UPCOMING

February Feb. 27: NAB Employer -Employe Relations Com- mittee, NAB Hdqrs.. Washington. Feb. 28-March 1: Daytime Broadcasters Assn.. St. Charles Hotel, New Orleans. March March 3 -4: Southwestern Assn. of Program Direc- tors for Tv, KVOO-TV studios, Tulsa. March 6: Vermont UP Broadcasters, organization meeting, Wodstock Inn, Montpelier. March 7 -9: First annual Pop Music Disc Jockey Convention and Seminar, Muehlebach HoteL Kansas City. March 8: New Mexico Broadcasters Assn. Board Members, Desert Inn, Santa Fe. March 14 -15: West Virginia Broadcasters Assn.. Charleston. March 14 -17: Washington 111 -Fi Show, Shoreham Hotel. Washington. March 16 -17: Texas Assn. of Broadcasters. spring convention, Orange, Tex. March 31 -April 2: American Institute of Elec- trical Engineers, Southwest District Meeting. Mayo Hotel, Tulsa. April April 4: Virginia AP Broadcasters, National Press Club, Washington. April 10 -12: 10th Southwestern Institute of Radio Engineers Conference & Electronic Show, St. Anthony Hotel and Municipal Auditorium, San Antonio. April 11: Pennsylvania AP Broadcasters Assn.. John Bartram Hotel, Philadelphia. April 14 -17: 25th National Premium Buyers Ex- position, Navy Pier, Chicago. April 18 -19: Advertising Federation of America. ninth district convention, Kansas City, Mo. April 18 -19: New Mexico Broadcasters Assn., El Ttiç i4WCSHTVCouet/... Rancho Hotel, Gallup. April 18 -19: Spring Technical Conference on Television and Transistors, Engineering Society of Cincinnati Building, 1349 E. McMillan St.. Cincinnati. April 20 -22: Atlantic Assn. of Broadcasters, Fort it's the 13- county Portland, Maine trading area . . . Cumberland Hotel, Amherst, N. S. April 21 -25: Society of Motion Picture & Tv it's northern New England's top market, and . . - Engineers. Ambassador Hotel, Los Angeles. April 22-24: Electronic Components Conference. WCSH -TV sells it best! Ambassador Hotel, Los Angeles. April 23 -25: Western States Advertising Agencies Assn.. Oasis Hotel, Palm Springs, Calif. April 24 -25: Oklahoma AP Radio Broadcasters. Western Hills Lodge, Sequoyah State Park. 743,270 consumers live here, supported by April 24 -26: AAAA, annual meeting, The Green- brier, White Sulphur Sprinp, W. Va. a billion -dollars -plus spendable income, April 24 -26: Advertising Federation of America. fourth district convention, Floridan Hotel. 80% spent at retail at home. (sRDS cm estimates Tampa. Fla. April 24 -27: American Women in Radio & Tv, July 1, 1957) national convention, Fairmont Hotel, San Francisco. 238,000 homes are TV equipped. (1957 Census Bureau April 25 -26: The Mutual Advertising Agency Net- work, Bismarck Hotel, Chicago. to NCS projections #2) April 27 -May 1: NAB 36th Annual Convention, Stotler and Biltmore Hotels. Los Angeles. April 28 -May 1: NAB Broadcast Engineering Conference, Steller Hotel, Loa Angeles. Surveys agree Channel 6 serves this market better . . . May May 1 -3: Advertising Federation of America. fifth district convention, Mansfield, Ohio. May 4 -10: Canadian Radio Week, sponsored by More viewers watch Six (NCS #2) Broadcast Advertising Bureau of Canadian 41/9 to 1 Assn. of Radio and Television Broadcasters. These viewers prefer Six (quarter -hour May 5 -7: Annual meeting, Assn. of Canadian breakdown Oct. '57 Met. Telepulse) Advertisers. Royal York Hotel, Toronto. May 5 -7: Assn. of Canadian Advertisers, Royal And -Six is the only NBC -TV affiliate York Hotel, Toronto, Ont May 11 -14: Canadian Assn. of Radio & Tv Broadcasters, Queen Elizabeth Hotel, Montreal. effective in the area. Que. June June 3 -6: 36th annual conference, National In- dustrial Advertisers Assn., Chase and Park NEW ENGLAND IS SOLD ON Plaza Hotels, St. Louis. NORTHERN SIX! June 4 -6: Armed Forces Communications and Electronics Assn. Exhibit, Sheraton Park Hotel, Washington, D. C. Your Weed -Television man has convincing evidence. June 5 -7: Western Assn. of Broadcasters, Banff Springs Hotel, Banff, Alta. June 8 -11: Advertising Federation of America, national convention, Stotler- Hilton Hotel, Dallas. June 9 -11: Spring meeting, Assn. of National Advertisers, Drake Hotel, Chicago. June 19 -21: Maryland -D. C. Radio & Tv Broad- casters Assn., Stephen Decatur Hotel, Ocean WCSH -TV City, Md. June 22 -26: Advertising Assn. of the West, annual convention, Vancouver, B. C. PORTLAND, MAINE August Aug. 19 -22: Western Electronic Show and Con- vention, Pan Pacific Auditorium, Los Angeles, Calif. Page 24 February 24, 1958 BROADCASTING 031N3S32:1d3è1 'ONI 'AON3011 Z1V3011 3H1 AS A-111VNOIlt/N 0809-t aann0l '3Ad all0113 0E91 -1 -1 O 1 H O ` a NV 3A 3 0 You're the "center of sales attraction" in Arkansas, with

Channel 11 LITTLE ROCK

CBS affiliation helps KTHV get - and bold - most of the Arkansas television audience, most of the time. But network affiliation is only one of eight reasons why KTHV is your best TV buy in this State!

The other seven: 1. Over 253,000 TV Homes 2. 316,000 Watts 3. Highest Antenna in Central South (1756' above average terrain) 4. Channel 11 5. Center -of -State Location 6. Superb New Studios 7. Know -How Management

Ask your Branham man for all the details on these eight important KTHV facts.

316,000 Watts Channel Henry Clay, Executive Vice President B. G. Robertson, General Manager

Page 26 February 24, 1958 BROADCASTING BROADCASTING THE BUSINESSWEEKLY OF TELEVISION AND RADIO

Vol. 54, No. 8 FEBRUARY 24, 1958 exclusive PREVIEW OF THE ANA'S FREY REPORT

One of the most widely awaited documents in recent advertising history comes out this week -the final "Frey Report" on advertiser and agency relationships and agency compensation methods. The Assn. of National Advertisers commissioned the study 16 months ago. Controversy over the media system of agency compensation then was at a peak. Advertisers were challenging it; agencies as a rule were defending it with equal ardor. ANA picked Profs. Albert W. Frey (pictured left) and Kenneth R. Davis, of Dartmouth College's Amos Tuck School of Business Administration, to do the job. The report was "previewed" at ANA'S annual meeting last October at Atlantic City -and drew probably the biggest attendance in the history of ANA conventions [LEAD STORY, Nov. 4, 19541. But that was only a tidbit -41 pages as against some 430 in the final report being issued by ANA this week at $50 per copy. To get Prof. Frey's own impressions of the highlights of the findings, BROADCASTING arranged this exclusive, tape- recorded interview. In it Prof. Frey does not divulge "new" details from the yet- to -be- released report, but his descriptions, observations and evaluations should provide an author's guide for readers in their own approach to the massive work.

Professor Frey, you have been living in- probably a better enunciation of the prob- the effectiveness of advertising in many in- timately with the common problems of agen- lems themselves and there is a little more stances. That's in the background all the cies and advertisers for over a year now. indication of what we think is implied by way through. What in your opinion is the biggest problem the data. Without making specific recom- Another problem is top management's area? mendations, in our conclusions we do ex- attitude toward advertising and toward agen- The fundamental problem is the inability press a point of view based upon the in- cies. A lot of top management people don't of advertisers and agencies to measure ad- formation we collected. believe thoroughly in advertising, and a lot equately the effect of their advertising. I Would you mind going over the principal of them don't understand the function of ad- think that if they could measure it to a recommendations? vertising agencies. I'm not sure that top greater degree, a number of their other prob- We made no recommendations as such - management recognizes the importance of lems would at least partially be cleared up. we were not supposed to. Readers of the properly mixing all the marketing compo- Do you think there is a trend toward im- report can make up their own recommenda- nents. Advertising is only one of the many provement in that measurement? tions based on the information in it as it influences on sales or purchases, however There's no question that it's improved applies to their situations. We give a good you want to put it. And one has to build an over the last 10, 15 or 20 years, and I'm idea of what seems to be needed in general. integrated program, including advertising in sure that it's going to continue. But I think The report, as you probably know, was its proper proportion in the total mix. that this problem is a very fundamental one, built around agency services, the working Along with that, top management has and that many arguments could be resolved relationships between agencies and adver- probably been slack in some instances in if we could have better measurement. tisers, and agency compensation. What we lining up just what the advertising manager's Do you think that would necessarily did was first to find out the facts of actual job is, in getting a competent individual to change the method of compensation? practice in those areas at present and in the fill that position, and in giving him the It would make the attack on the problem recent past, and then to find out the atti- authority and responsibility that should go more realistic, because we'd be talking tudes of the three parties (agencies, adver- along with it. If advertising managers are against an important known factor which is tisers and media) toward these practices. On not given authority, they are, of course, not always available today. the basis of the data gathered we have sum- handicapped. They're bypassed by top man- What is in your final report that wasn't marized in our conclusions the basic prob- agement, and they're second-guessed by top indicated or touched on in the preliminary lems existing in the industry today. management. report last October? Would you discuss some of those prob- I would say that advertising managers in In the first place, the problems are pointed lems? some instances are probably weak in de- up with a great deal more supporting data One, of course, is the critical problem fining objectives, so that the agency cannot than was possible in the preview. There is mentioned earlier-the inability to measure know the direction in which it is supposed BROADCASTING February 24, 1958 Page 27 FREY REPORT CONTINUED to go. And top management and the adver- It does to some extent, but again the dif- what top management had to say, but we tising manager can be remiss in not giving ficulty lies in telling how much of the sales don't make as strong claims for the useful- the agency access to all the information it result comes from advertising, if 20 different ness of the data obtained from them as we needs in order to build a program which is forces -pricing, the product, the package, do for the other two because of the sample well integrated and prerequisite to an ade- distribution, etc. -are working together. size. Nevertheless we have a pretty good quate advertising job. What is the effect of each component? That idea of top management attitudes. I think that many companies have not set in the question. There's quite a bit of detail in the re- up a satisfactory method for measuring the Does the report reveal anything about the port on compensation. In what way do you performance of their advertising agencies. account executive data? As far as the clients think this information on compensation How do you tell whether an agency is doing are concerned? would pave the way for a smoother agency - a good or a poor job? And along the same It does give client attitudes toward the client relationship? line, I would say that many agencies -it may account executives, yes. Probably the most important purpose it be a minority -but still many agencies them- What are the findings? can serve is to let the advertising people in selves are not sure how to measure whether Generally favorable. each group know how the other groups feel they are doing a good job or not. What IS The account executive does understand about compensation arrangements -whether good performance? the client's problem? they are satisfied; if they had a free choice, Another problem is the everyday client- Generally that is true, yes. Where he what they would do; what they feel are the strong points and the weak points; what the effect would be on each group if the method of compensation were to be changed. I think bringing all these things out in the open can stimulate better discussion of the problem and lead to better decisions in the future. Client and agency can get together now and talk these things over, with the information in the report serving a useful purpose. For example, the media. A lot of media do not like the 15%. I think that the advertising industry in general has thought that media are 100% for the media-commission system. Media are likely to say they are except in private. Our results have indicated a lot of them are not happy with the system. The specific figures are in the report along with many comments. There are many quotes in the report that indicate that more than a few media feel very strongly on this subject of compensation. Are these identified -these quotes identified? Yes, by whether they're advertising managers or agencies, and, within the media field, by whether they're newspapers, broadcasters, business magazines, and so on. We didn't put all the comments in -just a `A lot of media do not like the 15% commission' sample. agency working relationship: how to work does not, many times it is not his fault; he The percentages, I presume, are similar together smoothly, who should see whom, may fall down because he has too much to to what they were in the preliminary report. at what levels contacts should be made, do, or for some other reason beyond his Is that correct? what procedures should be, and so on. control. In general, the findings are favor- Yes. a for able. There's need writing out some of these [EDITOR'S NOTE: The preliminary report I'm not sure whether 1 things. Putting them in writing inspires more mentioned one showed that the present media commission thinking and problem or whether it can be implied from analysis. system was considered "satisfactory" by what I said problem of the client and Then of course there is the problem of -the 60.5% of all ad managers, 51.3% of ad agency working together at the various compensation which gets in the way of managers with budgets over $1 million, levels, how much working relationships just as working rela- top management on each 61.7% of advertiser top managements, side should get into the picture and how tionships get in the way of satisfactory com- 47.1% of agencies and 53.4% of media. It much it should stay out. This ought be pensation arrangements. These are two parts to was considered "unsatisfactory but most agreed upon more or less in advance, it of the same thing. practical method" by 24.6% of all ad man- seems to me. Because this can be an im- agers, 30.9% of ad managers over $1 mil- These are some of the principal problems, portant source of friction -top management as lion, 24.4% of advertiser top management, I see them, that exist in the industry. May executives bypassing people underneath, I say I 42.7% of agencies and 28% of media. It here that don't want to imply that passing judgments they're not qualified to was considered "neither satisfactory nor the industry is characterized by weak spots. pass because they don't have all the facts, practical" by 11.9% of all ad managers, On the contrary, the industry on the whole and so on. seems to me to be doing a fine job. I want 17.3% of those with million-plus budgets, In this report, how many top management 9.8% to stress that there is a large number of of advertiser top management, 10% people did you actually go to? of agencies and 17.4% happy working relationships. This is true in of media. Rest did Very few top management people in in- not answer (LEAD STORY, Nov. 4, 1957)] the majority of cases. However, it's easier terviews. but the questionnaires was answer- to cite the problem areas than the good ed by almost 200. We did a much more In some of the percentages there do not features. thorough job with advertising managers seem to be any predominant majority of Doesn't the sales record indicate that an and agencies than we did on top manage- either pro or con on some of these factors. agency is doing a good job? ment and media. We were glad to hear In other words, you might find 47% of the Page 28 February 24, 1958 BROADCASTING agencies favorable to something and yet a number of agencies on the other side. I mean, how can we get agreement if there seems to be a wide variance? You're speaking in terms of an industry agreement, but there cannot be industry agreement. Compensation arrangements must be worked out individually. But to return to your question, I think it highly significant if you get a 47 -53 split in opinion, because many people may think it is entirely 100% one way. I think such figures indicate that in many instances modification of arrangements is called for. If we find 20% of advertisers who are dissatisfied with existing arrangements it's important for an advertising agency to make sure it is not in that 20 %. It ought to know whether its clients are dissatisfied. The report points up conditions of this sort. There is no attempt to suggest a standardized method of compensation for the industry. Is there anything in the report which - without revealing names- perhaps pins down actual cases of where an agency and client parted because of disagreement on the compensation factor? I don't think such cases are spelled out specifically. We asked advertisers why they discontinued using their old agencies in cases where changes had been made. We have listed the reasons in the report. In general, it's a matter of working relationships, and, of course, compensation can be a factor in them. But certainly the compensation arrangement is not a prominent factor in agency shifts. Do agencies earn their 15% on outside tv packages? Does the report reveal anything about the status of advertising managers? criticisms that the agencies direct against Yes, there was general approval of this Oh, yes. We asked agency presidents about their clients? service. advertising managers. They did not fare as A principal one is unwillingness to reveal What kind of a reply did you get to the well as account executives. They are less information that is important in the build- question about the agency personnel as- adequate in a liaison capacity than account ing of a campaign. Another is the lack of signed to a specific account? executives-not because they are necessarily the failure to give leadership from a client, I can't tell you the exact results, but in incompetent, by any manner of means, their is reluctance to direction. Still another the general advertising managers though the failings may well be due to the situations make the agency a part of the company mar- agency personnel was adequate in quantity in which they have to work. keting team. and quality. About a 75% favorable vote. Management itself makes the decision in What about compensation, the 15%, on Does the report reveal how long the aver- most cases? tv packages? How does the report come out age account stays with one agency? That can be. We asked such questions -to on that? Between what extent do you approve budgets, do you About as you would expect. We asked the seven and eight years -the aver- approve the general media, etc. Top man- question of both advertising agencies and age length of an account. We checked in agement plays a big part in these areas. advertisers with experience with packaged both directions, with advertisers and agen- In your questionnaire to agencies was shows and agency- produced shows. In gen- cies. The answers were close, which pleased there any evidence that some agencies per- eral, the agencies that had produced shows- us. If we'd come out with a big discrepancy haps have a compensation agreement with the majority of them, over two- thirds- it might have indicated our sampling was one client which differs from the compen- thought they should receive more than 15 %. weak. sation agreement with another client? About a third of the advertisers thought This length of relationship is very im- No. Our questions did not call for such in- agencies that produced shows should receive portant, we think. The longer the relation- formation unless respondents wanted to give more than 15 %. On the package shows, ship lasts, the better, because breaking a re- it voluntarily. We learned that there are most of the agencies -about four- fifths- lationship and starting a new one, picking some instances of that sort. thought they should receive 15% . Most of up all the knowledge that's necessary to op- But they're not widespread? the advertisers thought the agencies should erate at full speed takes time, and there's I wouldn't say that we have enough evi- get less than 15% for packaged shows. a big loss during this get -ready period. If dence to say one way or the other. Not many clients objected to an agency's you can keep the relationship stable and What did you find were advertisers' prin- getting a commission on a package show, on everybody working together in solid fashion, cipal criticisms of agencies? an outside package show? that's a highly desirable thing to do. They probably can be summed up in A lot of them commented on this point, In Atlantic City you said you would not poor which covers a lot of territory; service, mainly questioning the amount of effort put endorse or recommend any particular for- inadequate knowledge of the product, the in by the agency or emphasizing that they mula for agency compensation. But I believe market, and the trade channels; in poor tech- themselves did much of the work required. you did say in final nical skill, copywriting, for example; in crea- Some asked why they should pay anything. that the report you tivity in general, in the sense of thinking up Did advertisers have anything to say would make recommendations as to how useful marketing ideas. about the quality of agency service on radio agencies can improve their services. Do you Turning it around, what are the principal and tv shows? have any highlights of those recommenda- BROADCAaTINn February 24, 1958 Page 29 FREY REPORT CONTINUED ADVERTISERS & AGENCIES bons at this moment? How agencies can im- RADIO -TV RESEARCH prove their services? K &E VIEW ON We asked agencies particularly how they Kenyon & Eckhardt this year will spend of program competition and the time period. encouraged cross -fertilization of ideas, what $150,000 in radio and television research Mr. Sherak reviewed peak viewing hours performance, and what they did to improve sample of how "deep" an agency must and the hours when fewer people watch on performance. General- -a they did to check go to ferret out the whys and wherefores tv. He observed, however, that assuming to ly, there is a lack of formal standards of tv advertising. the time period is not already predetermined to tell measure performance, an inability K &E's expenditure, according to Bud and there is a choice, the researcher then how well they are doing. We think that is Sherak, vice president and research director, looks for specific and important factors in one of the big problems in the industry, as corresponds to what other agencies with making a recommendation. I said at the outset. In measuring the per- similar broadcast commitments spend in These include: The time period when formance of an agency, how can you tell radio -tv research. And, he told a ratings prospects in large numbers are viewing tv; whether it's doing well or not? As for meth- panel held by the American Women in a program slot when there is "relatively ods of encouraging cross -fertilization of Radio & Television in New York last week weak competition or evidence of weaken- ideas, we received a diversity of answers, (also see story page 38), "Actually we ing"; a situation in which the new program plans board, meetings, bulletins and so on- would like to have even a greater invest- can follow a strong or popular show or nothing startling -but a useful checklist. ment in research. There is much informa- can inherit and maintain the right kind What would you say is the most significant tion needed, and we still have much to of audience sought for the sponsor's prod- part of the whole findings? learn." ucts, and finally, a time period that presents I suppose a very significant feature of So much to learn, in fact, that Mr. Sherak a "good cost efficiency." (He noted that a this study is that for the first time this great took an amused and dim view of what he program is considered successful if it de- amount of information has been gathered called a "popular myth" that the "slide rule livers more than an average amount of for use by the industry in trying to solve the boys on Madison Avenue" preside over communication for the money.) individual problems of practitioners. That the "life and death of public entertainment." Once a show is on the air, the researcher isn't exactly what you asked, but to me that To the contrary, he said, it is fiction that still has a job to do, Mr. Sherak continued. is the Most important. The most significant all research in radio and tv "can be reduced Next to be studied are trends in ratings thing I can't say, because that will vary to a few calculations on a slide rule." Ex- in a search of evidence in audience buildup, with each reader. To some the contents may plained Mr. Sherak: An agency's research program loyalty, etc.; how well the show mean little. To others it may mean a great in television for the client is predicated on meets marketing objectives (area of the deal. I think the usefulness of the survey the cost factor -what is or will be the re- country covered and with what frequency); cannot be fully determined for a long time. turn on the client's investment and once tune -ins and tune -outs which pinpoint the I would say that this report can tend to the money is being spent, how the tv show's strengths and weaknesses, and insure that all the right questions are raised property is doing from time to time. changes in an audience's character because in trying to work out agency -client relation- The advertiser who "would like to invest of new competition (the younger people go ships and that it can be of considerable in a network television show" understands first, Mr. Sherak noted). guidance in providing the answers to those that the "returns" could be substantial but The big question -"asked eventually of questions. I think that raising the right ques- also that the risks in picking a poor show are all shows "-is the measurable effect on of tions is most important. Too frequently the great. He is in need guideposts which an sales by a program, described by Mr. She - great weaknèss lies in failure to do this. agency's research can supply. rak as a "research problem ... one of the How did you select the advertisers and Rating services, Mr. Sherak noted, can most difficult in the business, especially for agencies to question? supply information on the size of program established shows." The reason is that "ad- characteristics of the We included all members of the ANA, audiences and the vertising is only one of many influences on data on audience size, the obviously, and of the other advertisers in the audiences. From sales," others including price, package, advertiser can learn the number of homes product quality country we took a random sample of rough- availability, salesmanship, or people reached, variations in size hourly, of the economy. Even a show ly one in four. We took all the agencies in and the state daily, seasonally and yearly, from city to a vehicle for the ad- the Standard Advertising Register's agency extremely effective as city, from one section of the country to an- in a sales dip caused list if their clients were listed there. We felt vertiser can be caught other and from one program to another. by a depressed economy. if their clients were not listed they were From details on audience characteristics, probably small and unlikely to service An agency's answer to research on sales more the advertiser learns who program viewers than local accounts. effectiveness is the "broad consumer survey" are and to whom the program appeals-the viewers think about the program- Do you have any idea of how many agen- -what sex and age of the audience and size of the attitude toward the show and cies you may have picked from, say, the top ming, their family which watches. performers, sponsor identification, attitude 10 or the top 50? All of these facts help the advertiser to toward product, use of the product, etc. To Yes, we got excellent representation. decide what show to choose, Mr. Sherak illustrate, Mr. Sherak spoke about a K &E That's one thing we are very happy about. said, but there are a number of intangibles study of Rin Tin Tin, sponsored by Na- We had excellent cooperation from the as well. bisco cereals. agencies, and particularly the large ones. For example, should the advertiser buy Jay Eliasberg, CBS-TV director of re- We estimate that we heard from about - two an established show from which another ad- search, preceded Mr. Sherak on the panel thirds of the agencies billing over $30 mil- vertiser has canceled or a new show that moderated by Jayne Shannon, broadcast lion and over half of the agencies billing in would go on the air for the first time? media supervisor, J. Walter Thompson, excess of $5 million. Depending on the situation, the new New York. He treated what he called the Do you have any reservations about the show may be attractive even though "only "chief complaints" about ratings: that survey method? about one out of every five succeeds," Mr. samples are too small, they give different No, I don't. Even though we sent out Sherak explained. The big intangible here answers, they are overemphasized and they what we thought was the world's longest is a show's potential in attracting and hold- are inadequate. Mr. Eliasberg explained questionnaire to advertisers, we had what ing an adequate audience. Some clues are sampling procedures, pointing up the wide we think is a fine response. available from rating trends and rating acceptance of the practice; he noted that How long was it? averages of similar program types, but Mr. different ratings usually come up with sim- Twelve pages, 55 questions. It's really very Sherak warned, it is necessary to go beyond ilar answers but not in the same way belong, and the return is remarkable in the ratings because a show's success depends cause each measures different things and light of that. I think I would use it again, primarily on the particular program itself. found it "virtually impossible to overempha- although I wouldn't send it right away to The researcher may conduct program size ratings" because of the importance to the same people. Just to look at that ques- testing but this has pitfalls: For example, the advertiser of the size of an audience tionnaire can frighten you a little bit. there are the very basic factors of strength and what he called its "qualitative factors." Page 30 February 14, 1958 BROADCASTING TV NETWORK BUYS '57 TOP TEN ON TV NETWORKS 1957 Blue -chip advertisers marked a num- Chrysler, General Motors and Ford I. PROCTER & GAMBLE $47,046,015 ber of new "firsts" last year by their remained in the top 10 in 1957. 2. COLGATE- PALMOLIVE 19,375,713 purchase of network television time. The big money in network tv, ac- 3. CHRYSLER 18,915,776 The gross for all networks was $516,- cording to compilations based on Pub- 4. AMERICAN HOME 18,535,808 201,566 (figured at the onetime rate). lishers Information Bureau data, came 5. LEVER 16,297,289 Procter & Gamble, traditionally from advertisers of toiletries, foods, 6. GILLETTE 15,790,837 the top buyer of network time, pur- soaps, automobiles, tobacco, drugs, 7. GENERAL FOODS 15,550,566 chased, at gross rates before discounts, household equipment and industrial 8. R. J. REYNOLDS 13,201,584 $47,046,015 a new were the same cate- last year, record materials. These 9. FORD 13,023,204 as for radio -tv for P &G and an increase of more than gories in 1956 except 10. GENERAL MOTORS 12,733,437 $3.5 million over its 1956 mark. sets, which fell in one year from more Each of the advertisers in the top than $11 million to the $4.3 million TOP TEN ON TY NETWORKS 10 listing for the year spent above $12 level. DECEMBER 957 million. Together these eight categories ac- I. PROCTER á GAMBLE $4,137,940 Toiletries advertisers for the first counted for $449,047,740 out of the 2. GENERAL MOTORS 2,069,473 time replaced food adversisers as the $516,201,566 invested in network tv 3. AMERICAN HOME 1,857,428 top spending group in network tv. This last year. 4. COLGATE- PALMOLIVE 1,760,349 occurred despite the increased invest- 5. CHRYSLER 1,618,340 In December 1957, each of the top ment of some $7.5 million by food 6. LEVER 1,466,418 10 advertisers in network tv was buy- advertisers, the toiletries group buying 7. BRISTOL -MYERS 1,416,040 ing at a level above $1 million. Only over $16 million more network time 8. GENERAL FOODS 1,398,820 at gross rates last year than in 1956. one of the top product categories 9. R. J. REYNOLDS 1,276,553 Despite the current skidding along showed a softening in December- 10. GILLETTE 1,249,582 agency row by automobile makers, household equipment.

GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING DECEMBER LEADING ADVERTISERS IN RESPECTIVE AND FULL YEAR 1957 AS COMPARED TO 1956 GROUPS DURING DECEMBER 1957

Dec. 1957 All 1957 Dec. 1956 All 1956

AGRICULTURE & FARMING $ $ $ 499,311

APPAREL, FOOTWEAR & ACCESS. 403,150 3,661,647 292,814 3,489,000 PHILLIPS VAN HEUSEN $ 170,259 AUTOMOTIVE, AUTO EQUIP. & ACCESS. 5,285,498 53,018,004 4,774,775 56,729,833 GENERAL MOTORS 1,970,822

BEER, WINE & LIQUOR 669,242 8,071,467 759,581 7,679,592 SCHLITZ 251,076 BLDG. MATERIALS, EQUIP. & FIXTURES 98,651 3,572,471 180,590 3,267,087 GENERAL MOTORS 98,651

CONFECTIONERY & SOFT DRINKS 1,021,311 7,580,803 879,201 8,742,417 AMERICAN CHICLE 306,224 CONSUMER SERVICES 611,140 4,837,496 243,174 2,600,889 AT&T 384,953

DRUGS & REMEDIES 4,874,814 46,353,313 3,975,777 39,428,048 AMERICAN HOME PROD. 1,649,930

ENTERTAINMENT & AMUSEMENTS 111,427 84,281

FOOD & FOOD PRODUCTS 8,511,214 96,628,556 8,156,017 89,054,700 GENERAL FOODS 1,398,820

FREIGHT, INDUST. & AGRIC. DEVEL. 10,304

GASOLINE, LUBRICANTS, & OTHER FUELS 300,887 2,861,402 378,753 4,198,026 SOCONY 125,250 HORTICULTURE 102,223 211,185

HOUSEHOLD EQUIP. & SUPPLIES 1,762,551 19,837,733 2,579,171 34,526,366 GENERAL ELECTRIC 331,317 HOUSEHOLD FURNISHINGS 287,153 3,037,562 235,025 3,038,527 ARMSTRONG CORK 232,568 INDUSTRIAL MATERIALS 1,488,291 13,481,558 1,466,987 11,244,891 KAISER INDUSTRIES 309,710 INSURANCE 629,816 6,920,047 500,536 4,924,495 PRUDENTIAL 307,116 JEWELRY, OPTICAL GOODS & CAMERAS 1,485,973 7,774,324 747,694 6,383,395 EASTMAN KODAK 557,795 OFFICE EQUIP., STATIONERY & WRITING SUPPLIES 651,449 3,814,257 441,268 4,153,682 MINN. MINING & MFG. 194,266 POLITICAL 2,655,630

PUBLISHING & MEDIA 126,186 2,034,656 247,762 2,046,581 TIME INC. 115,578 RADIO, TV SETS, PHONOGRAPHS & MUSICAL INSTRUMENTS 729,816 4,376,558 680,780 11,469,607 GENERAL ELECTRIC 239,344 SMOKING MATERIALS 4,731,647 49,084,638 3,795,564 40,746,531 R. J. REYNOLDS 1,276,553 SOAPS, CLEANERS & POLISHES 5,770,692 68,376,398 5,266,134 60,559,298 PROCTER & GAMBLE 3,575,161 SPORTING GOODS & TOYS 188,382 1,225,430 100,240 938,267 AMER. MACHINE & FDRY. 104,277 TOILETRIES & TOILET GOODS 9,661,086 102,267,540 8,447,750 85,571,670 COLGATE -PALMOLIVE 1,380,371

TRAVEL & RESORTS 168,260 1,775,301 133,833 649,581 GREYHOUND 165,255 MISCELLANEOUS 293,527 5,386,451 468,145 3,277,742 QUAKER OATS 125,454 TOTALS $49,741,736 $516,201,566 $44,761,571 $488,167,634 Source: Publishers Information Bureau

February 24, 1958 Page 31 BROADCASTING ADVERTISERS & AGENCIES CONTINUED Bufferin, Bayer Swap radio -tv spot activity. The agency for Buf- of consumer goods and services above last ferin is Young & Rubicam, New York. year's level of a total $280 billion. [Also see Johnson tape interview, page Pot -shots on `Tests' S t e r I i n g, through Dancer- Fitzgerald- When is a test a test? It's merely a matter Sample, New York, advertises Bayer aspirin 72.] of relativity, according to Sterling Drug Inc. via spot radio-tv and network television pro- and Bristol -Myers Co., both New York, grams. It uses no network radio. Its tv lineup CBS -TV Finds Lestoil which last week continued their corporate -all NBC -TV- includes Truth or Conse- Not Dangerous to Use sniping at one another over the matter of quences, The Vise, Modern Romances, Saber whose aspirin works faster and easier. For of London, Arlene Francis Show, The Price A network -CBS -TV -has moved quick- whether Lestoil over two years now, both Sterling (for Bayer Is Right, Treasure Hunt, My True Story and ly to check independently household detergent is dangerously flam- aspirin) and B -M (for Bufferin) have been Detective's Diary. was not so spending millions of dollars in both radio mable and said that the product and tv trying to convince the consumer that considered. Vel Powder, week by Herbert "test after test" proves that either Bayer or C -P to Reassign This was revealed last A. Carlborg, CBS -TV director of editing, Bufferin is best, or at least better than the With L &N Retaining Vel Liquid in a talk before the Radio & Television Ex- other. New York, con- Colgate-Palmolive Co., ecutives Society's timebuying and selling Journal of competition be- Now, the New England Medi- cerned about the growing seminar in New York. Mr. Carlborg re- in the package cine has come along to question the validity tween powders and liquids marked that CBS-TV had undertaken an B articles reassign advertising of -M's tests, and in two separate detergent market, will independent test of the product as soon as in its issue the Lennen & Newell to and an editorial Jan. 30 for Vel powder from it had been informed of the Federal Trade one of the shops Journal tries to debunk the claim that another agency, possibly Commission complaint against Adell Chem- aspirin is better and safer than its multi -million dollar C -P buffered now servicing the ical Co., Holyoke, Mass., the maker of Les - servicing both Vel non -buffered cousin. account. L &N has been toil and a big television spot advertiser $2.5 million Shortly after the Journal published its liquid -billing roughly -and [GOVERNMENT, Feb. 17]. findings, Bristol -Myers Executive Vice Pres- Vel powder-billing $1.9 million -as well as Reported Mr. Carlborg: CBS -TV's test ident Robert B. Brown and B-M Medical Lustre -Creme shampoo and Ad detergent. -conducted for the network by the New will be only a phase of Director Dr. George L. Wolcott charged that The agency switch York City Fire Dept. -disclosed that Les - for Vel. the Journal's literary and scientific efforts C -P's realignment of advertising toil "is combustible but not considered are not so much in the interest of pure Robert Clark, heretofore brand manager on dangerously flammable." science as they are in the interests of Sterling both Vel powder and liquid, henceforth will He asserted the tests showed Lestoil to Drug. In fact, Messrs. Brown and Wolcott be responsible only for liquid Vel; a brand be combustible at 120 degrees but that the contended, the anti -bufferin campaign was manager for the powder will be announced danger line generally is considered to be inspired by Bayer and its public relations shortly. 100 degrees. Mr. Carlborg said CBS-TV counsel. Among the firms soliciting the new busi- did not wait for the start of hearings on the Dr. Wolcott, in a lengthy scientific analy- ness are C -P agencies Cunningham & Walsh complaint (set for April in Boston) but pro- sis of the Journal's two articles, found both (now servicing Brisk toothpaste and Super ceeded immediately to send out the product to be "cluttered" with "contradictions and Suds), D'Arcy (handling Halo shampoo) for an independent test. incongruities" as well as "discrepancies," and Norman, Craig & Kummel (Veto Mr. Carlborg's revelation was made as and reiterated Bristol- Myers' contention that deodorant); likely to be considered also are an example of what his department's duties Bufferin's exclusive di- alminate additive "in- non -Colgate agencies. Lennen & Newell will can entail. The network executive spoke to variably" doubles aspirin's absorption rate. make up for loss of the $1.9 million billing the RTES group on network continuity ac- Officials at Sterling dismissed the Bristol - by acquiring Vel Beauty Bar, at liberty ceptance, touching on how he must in- Myers counterblast as "not our fight." They since its resignation last fall by Carl S. terpret and implement network policy as admitted, however, that there's some truth to Brown & Co. (now Brown & Butcher). This applied to commercial content and program B -M's claims since Sterling "did provide" product, billing around $1 million, will be material. grants to both authors to conduct their supplemented by "a new item" which C -P He noted that his department reports di- studies "as does Bristol-Myers with research declined to name. rectly to top network management and is studies that would be favorable to them." not "tempered" by daily considerations of But Sterling spokesmen warned that there Johnson Asks 10% Sales Boost selling or programming, thus permitting would be "danger in suggesting that scientists "work in a climate of objectivity." He To Business Recession are compromising themselves for money," End stressed the importance of continuity ac- and that if Bristol -Myers wants to attack Arno H. Johnson, vice president and ceptance in conferring early with copy and scientists, that is "their business." senior economist, J. Walter Thompson, New program creators. Bristol -Myers still has the last word. It York, proposed last week that a $28 bil- Mr. Carlborg found that analyses of the has asked medical trade journal editors "in lion backlog of consumer spending be con- NAB's continuous monitoring figures and the sake of honesty" to look at Dr. Wolcott's verted into sales to end the current busi- the network's "intensive monitoring of our analysis. In the current issue of Time maga- ness recession. He said the spending also own shows" do not substantiate charges zine, Mr. Brown, commenting on that pub- would permit a tax cut and a balanced "that there are too many commercials, that lication's earlier report on the Journal articles budget. they are too long -in short, `overcom- titled "Buffered off ?" feels Time was Mr. Johnson's thesis was presented mercialization'." "misled." Wednesday at a meeting of Trade Asso- The FTC charged that Adell Chemical B -M outspends Sterling roughly 2 -to -1 in ciation Executives at the Hotel Belmont fails to reveal in advertising and labels that broadcast media on behalf of Bufferin. On Plaza, New York. He called for removal its Lestoil product is dangerously flammable Lestoil commercials deceive network radio, it has the NBC hourly news, of barriers to expansion and "positive sell- and that viewers into thinking the product is safe. an MBS weekend news package, the Arthur ing action by management" to reverse the Godfrey simulcasts and ABN's Breakfast current downward momentum. The commission's allegations have been denied by Adell Chemical's president, Jacob Club; on network tv, it participates in CBS - The advertising economist charged that L. Barowsky, who among other things TV's Playhouse 90, Alfred Hitchcock Pres- in the U.S. standard a growth of $28 billion claimed that tests made by an independent ents, Perry Mason, Verdict Is Yours and of living was retarded in the past two years laboratory concluded Lestoil is not hazard- Beat the Clock; NBC -TV's Tonight, and by "purposeful measures to slow down our ous for regular household application and ABC -TV's John Daly News, Tombstone rate of expansion as a means of fighting noted that according to Interstate Commerce Territory and West Point. In addition, B -M inflation." The $28 billion figure, he ex- Commission regulations is not a flammable places considerable emphasis on Bufferin plained, represents a 10% increase in sales liquid. Page 32 February 24, 1958 BROADCASTING INTBIIBWNR

the star stations í,.3J03 in the winners' circle in Omaha. HOOPER 43.3 share Dec., '57 - Jan. '58, 8 A.M. - 10 P.M. PULSE 7.1 average rating Dec., 1957 - 7 A.M. - 6 P.M. TRENDEX 40.8 share Dec., 1957, 8 A.M. - 6 P.M.

Check With AVERY - KNODEL

No. 1 in the 15 Station Denver KOIL-Omaha Market NATIONAL REPRESENTATIVE HOOPER - Jan. 1958 AVERY -KNODEL

8 A.M. - 6 P.M. Check with ADAM YOUNG KMYR*- Denver REPRESENTED NATIONALLY BY ADAM J. YOUNG, JR. KWIK KWIK- Pocatello More listeners than all other Pocatello stations combined NATIONAL REPRESENTATIVE according to the most recent AVERY -KNODEL Hooper. DON W. BURDEN, President Check with AVERY -KNODEL

`Subject to FCC Approval

BROADCASTING February 24, 1958 Page 33 M -G -M Academy Award Package* 26 of Metro's most memorable films -13 Academy -Award winners

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M -G -M Action & Intrigue Package* 26 of Metro's most exciting big- M -G -M thrill features including such

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M -G -M Andy Hardy Theatre* 15 wonderful films ... starring Mickey Rooney in Metro's heart- warming series about America's favorite famil

Each package is a daisy... designed to give you a dilly of a rating. A new, selective, practical way to purchase feature pictures. The very best of the films from the studio that has always been known for having made the very best. Call us, write us, wire us for more complete information on these three powerhouse packages.

LOEW'S INCORPORATED Richard A. Harper, General Sales ' gr. 1540 Broadway, New York 36, N.Y.,JUdson 2 -2000

*Not available in the markets where the entire M -G -M Library of pre -'49 features is now being programmed. ADVERTISERS & AGENCIES CONTINUED

Pabst, American Tobacco Set Abbott Kimball, Grant Merge Dodgers on Western Radio Hookup Operations in New York City TRENDEX Play -by -play broadcasts of the 1958 The reported merger of Abbott Kimball games of the Los Angeles Dodgers will be Co.'s New York office with Grant Adv. carried on a special radio network of seven TOP 10 NETWORK PROGRAMS in that city [ADVERTISERS & AGENCIES, western stations, six in California: KMPC Feb. 17] materialized last week, with the Tv Report for Feb. 1 -7 Los Angeles, KREO Indio, KYOR Blyth, latter gaining some 55 new accounts, plus Rank KROP Brawley, KFXM San Bernardino Rating personnel and facilities, effective March 1. 1. Lucille Ball-Desi Arnaz 37.5 Abbott Kimball, head of the agency bear- and KVEC San Luis Obispo, and one in 2. Danny Thomas 34.2 Nevada: KORK Las Vegas, under the co- 3. Gunsmoke 34.0 ing his name, becomes vice president and 4. Perry Como 33.5 5. Maverick 28.6 6. Wyatt Earp 28.2 7. This Is Your Life 28.1 8. Shirley Temple 28.0 9. Person to Person 27.6 Loretta Young Show 27.6

Copyright 1958, by Trandax In<. BACKGROUND: The following programs, in alphabetical order, appear in this week's BROADCASTING tv ratings roundup. Infor- mation is in following order: program name, network, number of stations, sponsor, agency, day and time. Lucille Bali -Deli Arnaz (CES-191) : Ford (JWT) Tues. 9 -10 p.m. once a month. Perry Como Show (NBC -163): participating sponsors, Sat. 8 -9 p.m. Gunsmoke (CBS -161): Liggett & Myers (D -F -S). Remington Rand (Y & R) al- International Harvester Score- ternating, Sat. 10 -10:30 p.m. POST-GAME Maverick (ABC -90): Kaiser Aluminum board will be carried on a seven -station (Y & R), Sun. 7:30 -8:30 p.m. PRINCIPALS in merger of Abbott Kimball western games Person to Person (CBS -170): Amoco Gas Co.'s New York operations with Grant Adv., radio network following of (Katz), Time Inc. (Y & R) Fri. 10:30 -11 Angeles Dodgers to be on the p.m. New York, are Grant Adv. President Will Los carried Temple Shirley (NBC -163): National Dairy, C. (1) and Kimball President Abbott same hookup. Making the deal are (l to r) Hill Bros. & Breck products (Ayer), Sun. Grant G. B. Healy, Los Angeles manager 6:30 -7:30 p.m. Kimball. district This Is Your Life (NBC -138): Procter & for International Truck Div.; W. W. Wilson, Gamble (B & B). Wed. 10 -10:30 p.m. Danny Thomas Show (CBS -158): General chairman of Grant's New York plans board. manager, radio-tv department, Young & Foods (B & B), Mon. 9 -9:30. Rubicam, Chicago, agency; Harold Parrott, Wyatt Earp (ABC -103): General Mills Kimball will be integrated with Grant in (D -F -S), Tues. 8:30 -9 p.m. Dodgers business manager, and Fred Grede, Loretta Young (NBC -163): Procter & that city under the overall direction of Paul Gamble (B & B), 10 Chicago, advertising manager for Interna- Sun. -10:30 p.m. L. Bradley, vice president and general man- tional Truck Div. ager of Grant in New York. A spokesman ment of the Burnett announced for Grant in Chicago explained the merger sponsorship of Pabst Brewing Co., Los Monday by J. G. Scharer, Star -Kist market- also involves Kimball's offices in Chicago Angeles, through Young & Rubicam, that ing vice president. and Los Angeles and that negotiations were city, and American Tobacco Co., New York, underway for absorption of its San Fran- through BBDO, also New York [AovER- ANA Schedules March Workshops cisco branch. Two foreign offices -in Lon- TISERS & AGENCIES, Jan. 27]. don and Kleber, France-do not figure in Advertising workshop sessions will After each of the game broadcasts, the be the deal. conducted by the Assn. of National Adver- same network will broadcast a 15- minute With the acquisition of Kimball's New tisers in Chicago March 6, with several International Harvester Scoreboard of inter- York office, Grant's billings will increase ANA member company executives as key views, post -mortems and scores of other about $4 million to well over $90 million speakers. The one -day program, scheduled major league games, with International Har- for both domestic and international business, for the Drake Hotel, is keyed vester's International Truck Div. as spon- along indus- the agency reported. Kimball has specialized trial advertising lines, with emphasis sor. Young & Rubicam, Chicago, is agency on in fashion and soft goods accounts. new and effective creative techniques. for this Chicago sponsor. The merger was part of Grant's "ac- Among major speakers listed are Roger Vin Scully and Jerry Doggett will do the H. celerated development program" in the Bolin, advertising director, Westinghouse play-by -play reporting of the Dodgers games United States, according to Lawrence R. Electric Corp.; G. A. this both were on the Dodgers broad- Bradford, advertising- McIntosh, executive vice president in charge year; sales promotion consultant, casting team last year. In addition to the General Electric of its domestic division. Grant maintains a Co.; Harold L. Coons, advertising manager, 190 games to be broadcast (including 36 network of 40 branches throughout the Keystone Steel & Wire Co., and J. spring training games), and the post -game Maurice world, including key offices in Chicago, New Phillips, advertising manager, Scoreboard, Bob Kelley, KMPC sports di- International York and Detroit. Nickel Co. The program rector, will open each game broadcast with chairman is Gene Wedereit, advertising director, a five -minute Knothole Gang show, fol- National Durham Offers New York Services Cylinder Gas Co. lowed by a 15-minute pre -game Dugout Robert Durham Assoc., New York, ad- Dope program done live by Messrs. Scully vertising management consultant firm, has and Doggett. Sponsors of these pre -game announced an expansion of its services features have not been announced. to include representation of out-of-town TO WATCH OVER TV advertising agencies unable maintain of- Burnett Gets Star -Kist Account to St. Clare of Assisi, 13th Century nun fices in New York. Durham Assoc. plans Leo Burnett Co. last week inherited the who had visions of a far-off church to provide facilities other than creative plan- $1.5 million Star -Kist Foods (tuna) account from her sickbed, was proclaimed last ning or marketing. Radio-tv timebuying and from Honig -Cooper Co. and started work- week. by Pope Pius XII as patron network relations for subscribing agencies ing on its advertising and marketing plans saint of television. As such, she is will be managed by Herschel Williams, for- for a campaign scheduled to break around protectress of actors, announcers, stage merly a vice president of Ruthrauff & Ryan. June 1. hands, producers, directors, camera- Mr. Williams has been director of com- It's expected Star-Kist will use network men and others in the tv industry. mercial program development and sales at and spot television as in the past, along CBS as well as writer with J. Walter Thomp- with newspapers and magazines. Appoint- son Co. and Benton & Bowles.

BROADCASTING February 24, 1958 Page 35 ADVERTISERS & RHEAS CONTINUED

BUYING WHAT, WFIE?E are unchanged in the past year. People are BUSINESS BRIEFLY buying more radios than at any time except the years immediately following World War BATTERS UP Theodore Hamm Brewing TAKIN' O' THE GREEN Hoffman Bever- II; they bought 15.5 million sets last year, Co. ( Hamm's beer) has signed for Chicago age Co., Newark, N. J., will sponsor fourth 211 times as many as tv sets. People are baseball tv coverage on WGN -TV that city annual coverage of four -hour St, Patrick's listening more and "nine out of ten listeners for sixth consecutive year, joining Oklahoma Day parade on WPIX (TV) New York have a favorite personality and seven out Products Corp. as co- sponsor of all White March 17. Grey Adv., N. Y., is agency. of ten admit that if this personality tells them Sox and Cubs home daytime telecasts. Agen- to go out and buy something they'll do just cies are Campbell -Mithun Inc. for Hamm's SOMETHING BREWING Anheuser- that," he declared. and Maryland Adv. Agency for Oklahoma. Busch (Budweiser beer), has taken 10 p.m.- WGN -TV also reported all adjacencies sold midnight segment of Bill Anthony Show Fry & Assoc. Forms Consultancy out. Additionally, WGN radio has completed Monday through Saturday on KGO San For Manufacturers' Promotion negotiations with Oak Park (Ill.) Federal Francisco. Station reports sale is largest Savings for part sponsorship of Cubs home single buy in several years. Budweiser A marketing service designed to afford and road broadcasts, with three other spon- agency: D'Arcy Adv., L. A. "quality control standards" and evaluations sors still to be set. Station has acquired for advertising, sales promotion and mer- radio rights to Cubs games from 1958 Radio Tops in Reaching Families, chandising programs of manufacturers was by Fry & through 1963. announced Tuesday George As- Sweeney Tells Hollywood Ad Club soc., management consultant firm. Radio has resigned itself to the tact that The service will be staffed by a three - ABC TRIO Three advertisers have re- it will never be the number one medium in man senior consulting group consisting of sea- newed 52 -week contracts through next advertising revenue, Kevin Sweeney, presi- Clarence E. Eldridge, former executive vice son with ABC-TV, business representing ap- dent of Radio Advertising Bureau, said president of Campbell Soup Co. and mar- proximately $5 million in gross time charges. Monday at the Hollywood Ad Club lunch- keting vice president of General Foods Seven Up Co., through J. Walter Thompson eon meeting at which he was the year's Corp.; Franklin Bell, for several years chief Co., N. Y., renewed its alternate sponsor- Encore Speaker (one who is invited back advertising executive of H. J. Heinz Co., ship of Zorro (Thurs. 8 -8:30 p.m.). Mennen after having addressed the club the previous and Stuart Peabody, assistant vice president Co., through McCann-Erickson, and Miles year), for which he received a scroll and a for advertising and public relations at the Labs, through Geoffrey Wade Adv., renewed life membership, presented by HAC Presi- Borden Co. They will function in Fry's co- sponsorship of Wednesday night fights dent Vic Rowland. New York office, according to William J. (10 p.m: conclusion). Radio, Mr. Sweeney continued, will set- Biehl, president. tle for leadership in the field of number of Specifically, the new service plans to COMEDY BREAK Ruberoid Corp. different families reached in a day or a week. audit and evaluate advertising programs and (shingling and sidings), N. Y., has signed to The average radio station, he reported, procedures and to analyze operational ef- sponsor Paul Winchell and Jerry Mahoney reaches with its news programs more than fectiveness of sales promotional and merchandising plans of consumer products and comedy vignettes on NBC Radio's Monitor half of all families in its market within a "Star industrial manufacturers. The Eldridge - weekend service as part of network's four -week period and the leading station programming. Ruberoid, through Bell- Peabody team will look into advertis- Dust" reaches eight out of ten of all families. These Fuller & Smith & Ross, N. Y., will sponsor ing planning, copy themes, media strategy, figures, he hastily added, are for listening 10 five -minute segments on Saturday and packaging and product publicity. inside the home, disregarding Sunday for six weeks, starting April 12. entirely the As explained by Mr. Biehl, there is mounting volume of out-of-home listening. greater need now for rigid performance Radio's trend figures, Mr. Sweeney said, control standards to insure maximum re- ON THE `WAGON' Edsel Div., Ford Motor Co., through Foote, Cone & Belding, N. Y., has renewed its full-hour alternate - week sponsorship of NBC -TV's Wagon ACTIVITY HOW PEOPLE SPEND THEIR TIME Train (Wed. 7:30 -8:30 p.m.) through Sept. 24. General Foods Corp. has purchased alternate -week half -hour of program effec- There were 124,051,000 people in the U. S. over 12 years of age during the week tive July 9. GF agency is Benton & Bowles, Feb. 2 -8. This is how they spent their time: N. Y. 72.5% (89,937,000) spent 1,917.6 million hours WATCHING TELEVISION 55.6% (68,972,000) spent 960.8 million hours I ISTENING TO RADIO REGIONAL NEWS R. J. Reynolds To- 83.1% (103,086,000) spent 408.9 million hours READING NEWSPAPERS bacco Co. (Winston cigarettes), Winston - 33.3% (41,309,000) spent 211.1 million hours READING MAGAZINES Salem, N. C., has bought alternate -week 25.3% (31,385,000) spent 377.9 million hours WATCHING MOVIES ON TV sponsorship of ABC Film Syndication's 26 24.3% (30,104,000) spent 116.4 million hours ATTENDING MOVIES Men series for KOMO -TV Seattle, WFAA- TV Dallas and KFBB -TV Great Falls, Mont. These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published ABC Film also signed contracts with Frank exclusively by BROADCASTING each week, are based on a 48- state, random dispersion M. Taylor Adv., Birmingham, Ala., for sample of 7,000 interviews (1,000 each day). Sindlinger's weekly and quarterly Donovan coffee in that city. "Activity" report, from which these weekly figures are drawn, furnishes comprehensive breakdowns of these and numerous other categories, and shows the duplicated SE HABLA ESPANOL Foreign language and unduplicated audiences between each specific medium. Copyright 1958 Sindlinger radio stations will be part of new intro- & Co. ductory campaign being planned in New All figures are average daily tabulations for the week with exception of the "attending York, New Jersey and other eastern sea- movies" category which is a cumulative total for the week. Sindlinger tabulations are avail- board states with Puerto Rican settlements able within 2 -7 days of the interviewing week. for Bohio beer. Bohio, meaning "little hut," SINDI.INGER'S SET COUNT: As of Feb. 1, Sindlinger data shows: (1) 106,991,000 is new product of Camden County Beverage people over 12 years of age see tv (86% of the people in that age group); Co., Camden, N. J., brewer of Camden beers. (2) 41,436,000 U. S. households with tv; (3) 45,521,000 tv sets in use in U. S. Campaign will be placed through Nemarow Adv., Vineland, N. J. Page 36 February 24, 1958 BROADCASTING agenda activities will adequately fulfill U. S. defense requirements; and to study the possibilities of a NATO -like union of all free and uncommitted nations of the world for mutual aid and joint strategy in resisting Communist propaganda infiltration."

Hertz to Put $1- Million -Plus Into Network Radio in 1958 Network radio gets about 25% of Hertz Rent -a-Car System's expanded $4- million- plus advertising budget for 1958, on the basis of an announcement prepared for delivery today (Monday) by Joseph J. Stedem, executive vice president. Hertz bought a S1 million package of 12 weekly World and Business News programs with Walter Cronkite on the full CBS Radio lineup starting March 17 -its first network venture in broadcast media. Mr. Cronkite will appear in a dozen five - minute segments each week, with some of the broadcasts devoted exclusively to business news. Hertz announced its record - breaking advertising campaign last month, citing a 63% increase over the $2.6 million spent in 1957 [ADVERTISERS & AGENCIES, A ROLLER DERBY between WABC -TV New York and the "Ad Agency Sputniks" Jan. 27]. It will match the national expendi- [PROGRAMS & PROMOTIONS, Feb. 3] reportedly was attended by 500 agency people. ture `with a local program of a substantial The party was given to promote WABC -TV's weekly Roller Derby (Sun. 2:30- amount," according to Mr. Stedem. 4 p.m.) and the station supplied hot dogs, beer, soda and other light refreshments. The admen's team won and members are pictured with the bottles of scotch they AMA to Seek Voluntary Curbs were (I Vorce, awarded to r): Richard J. Walter Thompson; Paul Reardon, Ted Bates; On Misleading, Roger Clapp, Benton & Bowles; Murray Roffis, McCann -Erickson; Ed Parmelee, Objectionable Ads Benton & Bowles; Joan Rutman, Grey, and Walter Harvey, Dancer -Fitzgerald -Sample. In line with a resolution by its house of delegates last December, American Medical Assn. has reported plans for meeting with media, agency, turn from all advertising- promotion -mer- drug manufacturers and WSAAA Asks Congress to Bolster other representatives to discuss "misleading chandising appropriations because of vig- U. S. World -Wide Propaganda and objectionable" radio -tv and other adver- orous competition and the current profit tising. The date A resolution urging Congress to take im- is still to be set. squeeze. He sees the new service as a "new The action stems from mediate steps to put U. S. world -wide prop- the AMA house analytical tool for top management." of delegates resolution aganda on a par with that of the Soviets calling attention to The service will be integrated into Fry's "possible dangers to was adopted unanimously by the board of public and individ- facilities and will ual health" regular marketing division the Western States Advertising Agencies by misleading advertising. The AMA board of supplement overall marketing and sales ad- Assn. following a proposal to that effect trustees was requested to "continue vigorous ministration surveys. Messrs. Eldridge, made by Henry Mayers, executive vice opposition to objectionable advertising, pertaining to Bell and Peabody recently joined George president, Cunningham & Walsh, Los health on radio and tv, and to Fry & Assoc. Angeles. support voluntary activities." The task was Mr. Mayers made his proposal at a din- given to the AMA public relations ner meeting of the Western States Adver- department. The meeting will include Al!port Elected VP by ANA; NAB and industry tising Agency Assn. at which he was the other "leaders" and is designed to elicit Dann, Nagen Named to Posts second recipient of the WSAAA Advertis- "voluntary guidance" in preference to government ing Man of the Year award. The first award action. American Peter W. Allport, secretary and assistant Pharmaceutical Assn., was presented to Don Belding at the time which reportedly has to the president of the Assn. of National set up own radio-tv monitoring program, was elected a vice president of his retirement as chairman of the execu- Advertisers, was not immediately involved in AMA. last week. Alvin A. tive committee, Foote, Cone & Belding, and plans. Dann, formerly with as head of that agency's Los Angeles office. the Lynn Farnol James K. Speer, WSAAA president, made Group, New York the presentation honoring Mr. Mayers for Abrahams Sees Return to Tv public relations firm, his contributions to western advertising in Retailers and manufacturers are return- has been named di- more than 20 years as an advertising agency ing to the hard -sell medium of television rector of public re- executive. for the period ahead, Howard Abrahams, lations. N a o m i The WSAAA resolution, noting the in- director of retail sales, Television Bureau of Nagen, previously adequacy of the present international public Advertising, New York, said in a talk to the with the public re- relations program, concludes: third annual Advertising Institute, Charlotte, lations department "The Western States Advertising Agencies N. C. "I do believe that retail sales proof the New Haven Assn. urges Congress to launch an imme- motion people are allowing themselves and Railroad, has diate inquiry to the and their stores' futures to MR. ALLPORT been determine character be short- changed if named assistant to scope of U. S. information activities neces- they continue to hold down to the present Mr. Dann. Miss Nagen replaces Nancy sary to offset world -wide Soviet propaganda (4.09 %) sales promotion figure. Stores need Crandell who will become director of press threats to U. S. security; to pass any leg- to add 10% to their sales promotion relations for Point-of-Purchase Advertising islation necessary to insure that the future budgets to improve their 1958 sales vol- Institute effective March 10. character and scope of U. S. counter-prop- umes."

BROADCASTING February 24, 1958 Page 37 NETWORKS

has a western locale "does not make it in- SARNOFF DEFENDS TV PROGRAMS ferior per se." He counted 18 westerns on the three networks this season, four on NBC - Answers critics on AWRT panel who deplore state of tv fare TV, "and they have proven enormously popular." He felt the substance of the west- NBC head asks look at whole schedule, not particular programs ern or any program "should be the decisive element in their success or failure -not their NBC President Robert W. Sarnoff of- noff said, but he is not among them. "We form, their locale or their show category." fered a strong defense for television pro- cannot afford to fashion blinders out of the Mr. Sarnoff noted some shows lend them- gramming last week before the annual mass popularity of our shows," he con- selves betted to either film or live technique, workshop of the New York Chapter of tinued. "It is in part minority criticism, but magnetic tape, "which has all the quality American Women in Radio & Television. widely disseminated, that has led to gov- of live television," will evaporate criticism He called for examination of the overall ernment investigations of network operating in this area. He added, "The concern of the schedule rather than the too -frequent practices; and that has encouraged the pro- minority that we are abandoning New York practice of taking pot -shots at particular moters of pay -tv - a system that every for Hollywood can be swiftly allayed. NBC's shows. He also noted that it is the success public poll has shown is overwhelmingly op- headquarters are here and they will remain of "mass- appeal" programs such as westerns posed by the nation's viewers." here. Our eastern studios are being used to which make possible public service projects Mr. Sarnoff said that "all elements of the near capacity and their future is far more like the NBC Opera Co. television industry - the networks, the secure than Ebbets Field or the Polo The opera unit will premiere a new opera AWRT, the stations, industry organizations Grounds. I personally see no relationship this summer at the Brussels International -should speak up forthrightly on the ques- between geography and show quality." Exposition. The opera, "Maria Golovin," by tion of television quality. They should not The network president told the AWRT Gian -Carlo Menotti, has been commissioned hesitate to point out how much there is group there is sound logic in bunching cul- by NBC and will be presented for two now those not too indolent to search -for tural programs on Sunday afternoon rather weeks at the United States pavilion at the it out how much more there can be -and than in spreading them through the night- exposition and later will be telecast by the time schedule so more might see them. "To network. Financing of the opera is a joint argue against this is like arguing against undertaking by NBC and the office of morality," Mr. Sarnoff said, "but I will Howard S. Cullman, U.S. commissioner hazard it. I think more people see cultural for the Brussels Exposition. Earlier, an- offerings on Sunday afternoon than would other broadcast interest, Westinghouse see them nighttime. The average nighttime Broadcasting Co., announced it is under- entertainment show draws 24 million. A cul- writing an appearance by Benny Goodman tural offering at nighttime therefore has the and his orchestra at the exposition opportunity because of increased sets in use [STATIONS, Feb. 17]. to reach a greater audience, but it also must Mr. Sarnoffs observation of growing im- face a different form of competition and provement in tv programming generally this is a decisive factor. Omnibus is an ex- failed to win support from panel members ample. later during the workshop. For example, David Susskind, Talent Assoc., New York, "On Sunday afternoon, Dec. IS, Omnibus felt tv "can't sink any lower" and the only presented Peter Ustinov in Boswell's The Life direction it can go is "up." of Samuel Johnson. It received a marvelous In another panel on television ratings, critical reception and it attracted an audi- Bud Sherak, vice president and director of ence of 12 million viewers-of whom per- research, Kenyon & Eckhardt, and Jay haps 10 million were unfamiliar with the Eliasberg, CBS-TV director of research, ex- legendary Johnson. If we had presented it ploded the myth that the tv rating function at the peak viewing hours on Sunday night is only a slide -rule operation (see page 30). it might have run opposite Maverick and Ed Mr. Sarnoff, during his luncheon talk Sullivan or Alfred Hitchcock and GE The- at the Monday workshop, noted that "most atre, or even Lassie and Jack Benny. Against of the unrest over quality appears to origin- any combination, Ustinov's classic portrayal ate with a very small but very articulate would have been fortunate to capture 2 mil- minority. There is no discernible ground- lion sets. That was the experience of Omnibus swell of public protest; indeed, the public NBC PRESIDENT SARNOFF last season on Sunday nights [ABC -TV] facing powerhouse entertainment shows of this year is watching more television than WESTERNS MAKE OPERA POSSIBLE the ever before." CBS and NBC. Its audience then was only a The network president said he interprets in the future if the requirements and limita- fraction of its present audience in the so- "most minority criticism of quality to mean tions of television as a mass medium are called "intellectual ghetto" of Sunday after- two things: first, that there is not enough properly understood. noon. news, public service and informational pro- "The only reasonable criterion for judge- Mr. Sarnoff pointed out that despite the gramming in our schedules -and what there ment of the quality of the current program Sunday afternoon concentration, public in- is we fail to spread properly through the schedules is to compare them with the formation programs are found elsewhere in schedule; second, that the substance of our schedules of a year ago or, beyond that, two the schedule. Because of increasing public programs is low -grade in terms of writing, or three years ago. Is Wagon Train better interest in decisive events of our time, NBC acting and production. than Hiram Holliday or Masquerade Party? will expand programming in this field, Mr. "In support of these views, the minority Is Steve Allen a better variety show than Sarnoff added. Here he elaborated on the argues that we confine news and public serv- the old Comedy Hour? Is Restless Gun an direct relationship between mass-appeal pro- ice shows in the 'intellectual ghetto' of Sun- improvement over Sir Lancelot? Is Playhouse grams which pay the bills and public interest day afternoon; that we sacrifice New York, 90 better or worse than the Quiz Kids? Not projects which usually bring in no revenue the center of theatrical artistry, for the mass - every new show lends itself to such favor- or very little in proportion to cost. He related produced product of Hollywood; that we able comparison -we, like the theatre, have the nine -year history of the NBC Opera Co., overload our schedules with westerns and flops as well as hits; but analysis of the the conception of NBC Musical Director other entertainment stereotypes." schedule overall answers the question of Samuel Chotzinoff, among other projects. He Many in television consider it impolitic whether we are advancing or retrogressing." said NBC has produced 49 operas on tv at to answer this type of criticism, Mr. Sar- Mr. Sarnoff asserted that the fact a show a cost of more than $5 million and the Page 38 February 24, 1958 BROADCASTING today. Tv executives don't instill "enough SUGG TO JOIN NBC confidence in the writer.... They expect THE BARBERS' CHOICE too much . . expect instantaneous success AS DENNY SUCCESSOR Robert Sarnoff, NBC president, was and if this fails, you're out." Why is it, asked Spot Sales V.P. chosen one of the 10 best groomed Mr. Teichmann, that the advertising frater- McFadden Now men for 1958 by the good grooming nity spends thousands of dollars testing new Kintner Given Added Duties committee of Barbers of America, it products but does nothing about testing new has been announced by Barber's Jour - program ideas? A tv spectacular, he noted, Reassignment of duties currently handled na! and Men's Hairstylist magazines. costs three to five times the amount of an by Charles R. Denny, NBC executive vice Mr. Sarnoff was chosen as a repre- average Broadway play, yet Broadway will president for operations, was virtually com- sentative for the communication in- usually spend three weeks in rehearsal, eight pleted last week, in preparation for Mr. dustry. CBS President Frank Stanton weeks on the road and another week at Denny's elevation to was named by the committee in 1954. "special previews" before exposing a play to RCA vice president the theatre crowd. for product planning Mr. Susskind -"Television has had and is April 1 [NETWORKS, experiencing a season of rampant medioc- Jan. 17]. programs have been seen by audiences of It's been a season of westerns with while rity.... N B C President 5 -20 million in the U. S., four on similar plots, of singers and rotating guests film have been shown in Europe. Robert W. Sarnoff who are bicycled from show to show." Mr. announced Thursday Significance of the NBC Opera Co. con- Samoff and his CBS and ABC colleagues that P. A. (Buddy) tribution to international goodwill and the may boast of larger audiences this year, Sugg of the WKY U. S.-Russian cultural propaganda battle was Mr. Susskind noted, "but couldn't it be that Television System, noted by Commissioner Cullman, a surprise there were more people born than died in reported earlier to be guest at the luncheon along with Mr. 1957?" He backed Miss Mannes' contention leading prospect to MR. SUGG Menotti. that the current economic slump may be tv's head the NBC Later in the workshop the current state of salvation. "We are turning the sellers' mar- Owned Stations and Spot Sales Div., would television came under withering crossfire ket into a buyers' market No longer can take over that post, effective April 1, and from three speakers. Speaking were Marya the networks cram their programming con- would be proposed for an NBC vice presi- Mannes, radio -tv critic, Reporter magazine; cepts down the throats of advertisers and dency at the March 7 board meeting. CBS-TV consultant and playwright Howard agencies. The lines are thinning and we Mr. Sarnoff is announcing today (Mon- Teichmann, and Talent Assoc. Ltd. Execu- may look for a return to better program- day) that Thomas B. McFadden, now vice tive Vice President David Susskind. In sub- ming now that the sponsors can pick their president for owned stations and spot sales, stance they said: programs." He also felt that "inevitably" will become vice president in charge of Miss Mannes -90% of television is "a the "Sunday Ghetto" will "spill over" NBC Spot Sales, also on April 1. weekdays. Mr. Susskind got in some sales outlet.... It's as cynical and straight into Spot Sales and owned stations have been licks film tv and noted, "I can't think of as that," and only 10% of tv's total output at in Mr. Denny's jurisidiction, as have the memorable tv film show on record, save is "worth watching." She disagreed with a radio network, which in the future will re- Murrow's See Now." NBC President Samoff, challenging his de- perhaps Ed It port directly to President Sarnoff; California fense of Sunday "culture" programming by National Productions and NBC Internation- maintaining that "in an art form, you can- Gracie Allen's Retirement al Operations, which will report to J. M. not rightly separate entertainment from in- To End Tv's 'Burns & Allen' Clifford, executive vice president for ad- formation." Tv has "gone downhill badly" ministration; and facilities operations, which over the last few years. "There is not a The retirement of Gracie Allen from the will report to Robert E. Kintner, executive night in the week," Miss Mannes maintained, Burns and Allen tv show at the end of the vice president for network programs and "when I would sacrifice a play, a book or current season will bring to an end one of sales [CLOSED CIRCUIT, Feb. 17]. conversation" watch to a tv show. She ad- most successful programs in With the addition of facilities to his mitted later that the oldest and there are "some exceptions" broadcast responsibilities, Mr. Kintner's title will be to this "mle." The broadcasting. Since the 1931 -32 current "softness" in tv changed to executive vice president in charge may "well be season, when the team, then headliners in tv's salvation," for often "the of the tv network. best of television was done on small budgets vaudeville, was put into radio by the maker and with considerable limitations and restric- of Robert Burns cigars to give the Guy Mr. Sugg will report directly to president tions," she said. Lombardo series a needed boost in ratings, Samoff. Mr. McFadden will report to Mr. Sugg. Mr. Teichmann Television's current ills Burns and Allen has seldom been out of the is vice may be summed up in two words, "com- roster of top -rated programs, first on radio Mr. Sugg currently executive presi- Television System, a subsid- mittees and imitations." A tv script, being a and then on tv. dent of WKY iary of Oklahoma Publishing Co., and work of art, cannot be "written by a commit- will continue to work with Miss Allen general manager of its WKY -AM -TV Okla- tee of client, client's wife, agency and net- George Burns until the completion of film- work. homa City, WSFA -TV Montgomery, Ala., And "Just because Peter Pan worked ing of the current series the end of May, by and got a good rating and WTVT (TV) Tampa. ... did this mean which time enough films will be completed that every other show had to be a fairy He started his radio career at KPO San a new program each week tale? He maintained that "so far television to provide Francisco in 1929 as a control room en- con- has subsisted on old ideas based on 1940 through July. After that, the team's gineer. Later he became supervisor of en- radio scripts, rejected Broadway plays and tracts with its sponsors, General Mills and gineers for NBC in San Francisco and after Grade B films. Television today, according Carnation, call for reruns until Sept. 22. wartime Navy service he joined Oklahoma to Mr. Teichmann, is on a par "with the That date will mark the termination of Publishing as manager of WKY Oklahoma theatre of 50 years ago with mediocre Victor Gracie's tv career. City, later assuming direction of the broad- Herbert musicals ... with the cops 'n' robber Meanwhile, George Burns is said to be at cast properties added by the company. films of the 'thirties and with news -conscious work on a new tv series with a new for- In the Navy Mr. Sugg was assigned first radio of 15 years back." So long as there mat that would permit him to continue to the battleship California and was aboard exists a "deep- seated conflict between the without his wife. McCadden Productions, when it was sunk at Pearl Harbor. Later slide -rule boys and the artists," television of which Mr. Burns is president, was hope- he was on the staffs of Admirals Husband will never develop an art -form of its very ful last week that this work would progress Kimmel, W. S. Pye and Chester W. Nimitz; own. Failing this, the vacuum can be filled rapidly enough for presentation to CBS -TV started the Pacific Fleet radar school; was only by pay -tv or, worse, tv will suffer the and the present sponsors in about six weeks, on the staff of chief of naval air technical same humiliation that Hollywood experiences when renewal time arrives. training in charge of radar, and was comand- BROADCASTING February 24, 1958 Page 39 NETWORKS CONTINUED

ing officer of the naval air technical training center at Corpus Christi, Tex. TREYZ ELECTED ABC -TV PRESIDENT Mr. McFadden joined NBC in 1934 as Election of Oliver E. Treyz as president broadcasting as an announcer, newsman, a page, served in the news department be- of the ABC-TV division of AB -PT was an- salesman and quiz show m.c. for WNBF fore the war and, after service first in the nounced last week by AB -PT President Binghamton, N. Y., following graduation Navy and then in the Army Air Force, Leonard E. Goldenson. from Hamilton College, Clinton, N. Y., in returned to a series of executive posts, The announcement, surprising only in its 1939. He joined BBDO in program develop- among them general manager of WRCA timing, was followed by renewed specula- ment in 1941, and after wartime service as New York; first general manager of WRCA- tion that an "overall a statistical control officer in the Army Air TV; general manager of KRCA cry) Holly- president" in charge Corps he moved to Sullivan Stauffer, Col- wood; head of NBC Spot Sales, and vice of administration of well & Bayles as a researcher and later re- president in charge of WRCA- AM-TV. He both the television search manager. became vice president for owned stations and radio networks He joined ABC in July 1948 as a pres- and Spot Sales in September 1956. (A B N) might be entations writer and served successively as named [Ct.osEn Cta- director of presentations, director of re- New NBC Radio Fee Formula cutr, Dec. 16, 1957], search and development, and director of Receives Affiliates' Approval but this was dis- ABC Radio (now ABN). counted by Mr. New, simplified station compensation He was president of TvB from November Goldenson. He said 1954 until he moved to ABC -TV as vice formula introduced by NBC Radio last fall he knew no such of president in charge in October 1956. [NErwoturs, Aug. 26, 1956] was reported plan. to have won endorsement of the NBC Radio MR. TREYZ This would indi- Affiliates Committee at a Tuesday meeting cate a change of plans since last fall when, Desilu, CBS -TV Agreed on Series; in New York. it was learned, C. Terence Clyne, senior vice Now They're Looking for Sponsor The committeemen were given analyses president in charge of world tv -radio for Is there an advertiser who is looking for of compensation they would receive under McCann -Erickson, was approached about a way to spend a $15 million network tv new as compared to what they such an over -all post. James G. Riddell, the formula budget for the coming 1958 -59 season? If so, old system in 1957. head of AB -PT's WXYZ -AM -TV received under the The Detroit CBS -TV and Desilu Productions would like its all subsidiary, also was reported to have been group urged acceptance by affiliates, to talk to him about a package they just offered an overall with the hope it would be included in affilia- post some months ago. happen to have lying around waiting. tion contracts by April 1. At that time a He also had figured in last week's specula- Desi Arnaz, president of Desilu, has pre- 15% rise in compensation for all five -minute tion as a possible temporary administrative (and won programs becomes effective, under an esca- head of both tv and radio networks. sented to CBS -TV reportedly has of lator increase announced some months ago. AB -PT President Goldenson, who also has the tentative approval CBS Chairman William S. Paley) a series George W. Harvey, of WFLA Tampa, been acting president of ABC since he ousted of 37 filmed programs hour -long shows and six run- Fla., committee chairman, said the new Robert E. Kintner 16 months ago and in- -31 ning 90 minutes each be produced by formula "is highly satisfactory and permits stalled Mr. Treyz as vice president in charge -to Desilu at an overall cost of roughly $7.5 a simplified accounting system plus an in- of the tv network [LEAD STORY, Oct. 22, million and broadcast on CBS -TV starting crease in revenue for higher levels 1956], said he would continue to head both of clear- in the fall. (The other $7.5 million would ance." He also said the ABC and AB -PT. He said he would con- committee "is pleased go for time charges.) with the overall progress made by NBC Ra- tinue as in the past to devote his time to AB -PT package, dio Network in the past 12 months," in terms and all of its divisions. In addition The generically titled Desilu to ABC under would include of ratings and sales as well as increased -TV Mr. Treyz and ABN Playhouse, a half-dozen compensation. under President Robert E. Eastman, these original musicals, a like number of comedies include ABC Film Syndication under Presi- co-starring Mr. Amaz and his wife and Matthew J. Culligan, vice president in dent George Shupert; Am -Par Records; leading lady, Lucille Ball, and an assort- charge of the radio network, told the group AB -PT Pictures (film making subsidiary); ment of dramatic shows adven- that through increased network sales and -westerns, interests in three electronics companies and ture stores, family dramas and bonuses offered for greater clearances many the like. approximately 35% interest in the Disney- (The CBS contract for exclusive to affiliates had more than doubled compensa- rights land Park in California, as well as the sub- broadcast performances of Miss Ball and tion in 1957 as compared to 1956. Among stantial AB -PT theatre interests. Mr. Arnaz for 10 years makes their ap- examples, he said one station whose com- pearance in the series dependent on its pensation was $857 in November 1956 Election of Mr. Treyz as ABC -TV presi- re- dent had been broadcast on CBS -TV.) ceived $2,521 in November 1957, another's speculated for months but generally these reports brought responses in- rose from $2,952 to $9,109, and a third's dicating the move was not yet imminent. He went from $209 to $714. Callaway to NBC O&O Planning was elected by the AB -PT executive committee on Monday and the action was an- The appointment of William Callaway CPRN Offers Segment Plan nounced Tuesday. to the newly -created post of manager of A segmentation plan of program selling, Mr. Trcyz. first president of TvB, entered financial planning for NBC-owned stations which has been used by CBS Radio on a was announced last week by Thomas S. national network basis, has been adopted O'Brien, business manager of NBC Owned by the CBS Radio Pacific Network. CRPN Stations and NBC Spot Sales. Mr. Calla- is offering a new evening Monday- Friday, TEST FOR MENSHIKOV way formerly was business manager of 9 -9:15 p.m., program, The Storyteller, to Newly- appointed Soviet Ambassador WBUF -TV, the NBC -owned station in Buf- regional advertisers in five -minute segments. to the U. S., Mikhail Menshikov will falo, and earlier had been a cost and budget A single segment per week is priced at $200. face America's unsecret weapon-in- accountant for WRC- AM -TV, the NBC - quisitive youngsters -on NBC -TV owned stations in Washington, D. C. Meyers Named to NBC Post March 16 when he is slated to appear on Theodore Granik's Youth Wants to New alignment at NBC News was an- NETWORK SHORT nounced last week. Joseph O. Meyers, man- Know at 3 p.m. EST, the network ager, becomes director succeeding William has announced. Audio will be re- MBS reports it has acquired two new affili- R. McAndrew, who earlier this month was broadcast on NBC Radio's Monitor ates which raise its station total to 465. elected vice president in charge of news that night at 10:30 p.m. Mr. Menshi- New affiliates are WHOO Orlando, Fla., kov speaks [AT DEADLINE, Feb. 10]. Rex Goad, senior near -fluent English. and WAKU Latrobe, Pa. WHOO is effective newsroom supervisor, moves up to manager. immediately and WAKU March 1. 'age 40 February 24, 1958 BROADCASTING OF GREAT ACCOUNT Grace Porterf ield

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BROADCASTING February 24, 1958 Page 41 GOVERNMENT PLOT THICKENS IN MIAMI CASE Hill witnesses reveal National, Katzentine talks to Mack, other moves

The House Legislative Oversight Subcom- other witnesses who can shed any light on to answer questions asked of the witness. mittee (Harris committee, nee Moulder com- this case," according to Rep. Harris. Several times Rep. Harris cut Mr. Wachtell mittee) held five days of hearings last week The subcommittee chairman has extended off when he attempted to supply answers. on the hotly-disputed grant of ch. 10 Miami an invitation. to Col. Moore to tell what he During the day, also, National Airlines to National Airlines. And, for the third knows under the last category of witnesses. released a letter from its president, G. T. straight week, Comr. Richard A. Mack is Rep. Harris has repeatedly parried reporters' Baker, to Rep. Harris denying all "false poised this week to denounce charges he questions as to whether Col. Moore will be and defamatory" statements made by Dr. "sold" his vote for $2,650. subpoenaed if he does not volunteer. Schwartz and "respectfully demanding" that Subcommittee members expressed "shock Nearly to a man, the committee members the subcommittee investigate 22 other mat- and amazement" at the "tremendous pres- called for changes in the law relating to pos- ters related to the Miami ch. 10 case. sures" brought on the FCC by two ap- sible "influence" on regulatory agencies fol- Most of Monday morning was taken up plicants, National and Col. Frank Katzen- lowing last week's hearings. "The gap [in by a discussion as to whether the fired chief tine. Among the pressures mentioned- the law] is so wide a wagon could walk counsel would "tell all he knows." Just prior some proven, others alleged: through it," Rep. Harris said in stating to the noon recess, Dr. Schwartz asked for National Airlines attempted to hire an something definitely will be done to correct subcommittee files on several cases to help attorney, Thurmond Whiteside, for the the situation. The "pressures" in the Miami refresh his memory. They included docu- he was close per- record simply because a case by both sides are "unparalleled in the ments in the Miami ch. 10 case, Boston ch. Mack. sonal friend of Comr. history of regulatory agencies," another 5, KJEO -TV Fresno, Calif. (not mentioned Col. Gordon Moore, brother -in-law to committee member stated. again), and instances of White House influ- Eisenhower, engineered the National Mamie When asked if the Mack testimony will ence on the regulatory agencies. grant from behind -the -scenes. end the ch. 10 hearings, Rep. Harris posi- Dr. Schwartz mildly protested the "pre- "Some powerful Republicans in Wash- ington" made sure the grant went to Na- tional because of "too much Kefauver [Sen. Estes (D-Tenn.)]" on the side of Col. Katzentine. Constant contact with Comr. Mack by both parties. Intervention by Vice'Presiden).Richard Nixon "with his friend Bob Lee" on behalf of Col. Katzentine. Efforts by numerous senators to keep the grant from going to National. A 1951 letter to the FCC by Comr. Mack himself urging that Col. Katzentine be awarded a tv station. Many other letters and phone calls on behalf of Col. Katzentine. Also last week, the harmony within the subcommittee since the firing of its chief counsel, Bernard 'Schwartz, two weeks ago [LEAD STORY, Feb. 17], was punctured by a new quarrel. Rep. John Moss (D- Calif.) accused Chairman Oren Harris (D -Ark.) for pushing the inquiry too fast. Rep. Moss said there is "grave danger" of not making a hard time explaining to the subcommittee his "influence" in the ch. 10 case a complete investigation and that he planned HAVING is J. Katzentine (i), one the losing applicants the Miami television facility. to use "every parliamentary device" to make Frank of for Lending legal advice is counsel Paul Porter. sure of a full and thorough investigation. In rebuttal, Rep. Harris reminded the Californian that he (Harris) "as recently as tively replied "not at all." He said several mature disclosure" of subcommittee leads as 10 days ago" was accused of trying to leads are yet to be developed and the sub- being harmful to future investigations. When "whitewash" the investigation. He said he committee wants to find out why the FCC the hearing reconvened at 2 p.m., Rep. will push the inquiry as hard as he can. waited two years after the initial decision Harris and the subcommittee announced Testifying last week were Dr. Schwartz (issued March 1955) to make a final grant agreement with the witness in many in- and Judge Robert Anderson, Paul Scott, (February 1957). stances and information in these cases was Mr. Katzentine, Perrin Palmer, Jerry Carter The subcommittee still is looking for a not disclosed. The grant of ch. 5 Boston to and Ben F. Fuqua, vice president, the Florida chief counsel to replace Dr. Schwartz. Rep. the Herald -Traveler was one such case "in Power & Light Co. (the last two scheduled Harris said three men are being considered. preliminary stages of investigation" and as Friday), all prominent Miamians. Due to In the interim, attorney Stephen Angland is a result it was passed over during Dr. testify this week, in addition to Comr. Mack, serving as staff director. Schwartz' testimony. are Thurmond Whiteside, Miami attorney An interested spectator at last week's hear- Rep. Harris did introduce into the record accused of "buying" Comr. Mack's vote; G. ings was ex -Sen. Claude Pepper (D- Fla.), an affidavit by J. Frank Katzentine, losing T. Baker, president of National Airlines; who is representing National Airlines. applicant in the Miami ch. 10 case (see Messrs. Katzentine and Palmer (told to be Dr. Schwartz returned to testify again Katzentine Wednesday testimony). on call again because of a "serious discrep- last Monday and proved to be a very docile There were "numerous allegations" that ancy" in their testimony); possibly the re- witness. The only clashes were precipitated Col. Gordon Moore, brother -in -law to maining FCC commissioners, and "any by efforts of his counsel, Herbert Wachtell, Mamie Eisenhower, exerted the "key in- Page 42 February 24, 1958 BROADCASTING When you buy KTRK -TV you buy personality

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BROADCASTING February 24, 1958 Page 43 GOVERNMENT CONTINUED fluence" in the award of ch. 10 to Miami, is most subject to industry influence, Dr. early date "because of Schwartz' distortions, Dr. Schwartz testified. Plans were to have Schwartz alleged. He insisted he reached false and defamatory statements, based upon investigators interview Col. Moore on this this conclusion only after becoming chief affidavit of A. Frank Katzentine, the dis- matter, he said, but this has not been done. counsel of the subcommittee. Asked by Rep. gruntled loser in the Miami ch. 10 case." what basis he reached this con- Among "demands" of the subcom- Subcommittee investigators did discover Hale upon other clusion, Dr. Schwartz replied (1) that committee made by Mr. Baker: that Col. Moore has been a partner with two missioner- industry friendships are based sole- That "unbiased investigators" be sent to National Airline directors in a Dominican ly on the commissioner being a member of Miami to "inspect and review any and all Republic shipyard and that he was a guest the FCC and are formed after he becomes files of National Airlines Inc. and Public in the home of Mr. Baker prior to the grant a member, and (2) "to the networks, the Service Tv inc. [wholly -owned National of ch. 10, Dr. Schwartz stated. decisions of John Doerfer & Co. are a subsidiary and licensee of WPST -TV] and The witness urged the subcommittee to matter of life and death." its officers and directors." determine why three Republican members Dr. Schwartz said that when he became That he be given the right to cross -ex- of the FCC-George McConnaughey, then chief counsel of the subcommittee, he had amine Mr. Katzentine. no idea there was "such a tie -in" between chairman, John C. Doerfer and Robert E. a the agencies and the industries they regu- That the subcommittee "conduct were into Lee -voted for National. He said there late. In some cases, he felt industry treats thorough investigation the relationships and connection between Katzentine . . "varying allegations as to how the three the agencies as "important clients." In the A. Porter, former FCC chairman and votes were procured," either by Col. Moore last analysis, much depends on the caliber Paul or the White House direct. There are many of the man serving on the commissions, Katzentine's counsel; Bernard Schwartz threads of evidence which must be tied to- Dr. Schwartz said, and suggested the com- [Herbert] Wachtell and [Paul] Berger, de- gether by further investigations, he said. posed counsel of the subcommittee; Drew Many instances of ex -parte contact, includ- Pearson and Jack Anderson, columnists; ing claims the grant was "in the bag" for George Arnold, counsel to Schwartz, son- National, were cited by Dr. Schwartz. in-law to Pearson and son of Porter's law The witness stressed that he was not try- partner, and the subcommittee investigators, ing to get the grant for Mr. Katzentine and [Baron] Shacklette and [Oliver] Eastland." that "neither side has entirely clean hands." That the subcommittee investigate He said there were allegations that Na- thoroughly "the background and character tional was acting as a front for multiple- of the affiant, Katzentine. [Mr. Baker station owner George B. Storer and that Mr. charged Mr. Katzentine with a `liberal" Storer attempted to buy out Mr. Katzentine policy toward gambling while he was mayor when it appeared the owner of WKAT of Miami Beach, connections with law- would be the successful applicant. breakers and gangsters and using WKAT to Rep. Mack asked if there was a second "promote a horse race tout service. "] tv grant in Florida which should be in- . . That the subcommittee investigate vestigated. "There are several cases in thoroughly the pressure, political or otherwise, applied on the Commission by any Florida that would bear investigation... . There are at least three others that I know applicants in the Miami ch. 10 cases, par- of," Dr. Schwartz replied without specifying ticularly that applied by Katzentine and to which grants he was referring. He said Paul A. Porter." the subcommittee had "certain leads" but That all files and records of Messrs. did not elaborate further. [A subcommittee Katzentine and Porter be inspected. "Since source later said one of the three was the Katzentine presently refers to the investiga- as 'his boys', it is grant of ch. 7 Miami to the Cox-Knight- tors of the subcommittee Trammell interests.] requested that new subcommittee investigators or the FBI conduct this inspection..." Dr. Schwartz also discussed at length two That a thorough investigation be conduct- letters from Presidential Assistant Sherman ed of the activities of Sen. George Smathers Adams to Murray Chotiner, attorney for EXAMINER Herbert Sharfman was "sur- (D -Fla.) in the ch. 10 case, "since he had North American Airlines in a case before prised" when the FCC reversed his Miami a beneficial interest in the application of the CAB, which the witness charged showed decision, which he regarded as one of the L. B. Wilson Inc." attempts at White House influence over that best he has ever made. That all the "files and records of Sol agency. Taishoff [editor -publisher of BROAncASTNO Turning to actions of the commissioners, magazine] be inspected by the subcommit- Dr. Schwartz said the subcommittee knows mittee inquire why the President has a "hard tee to determine what pressures were used of 51 individual instances of misconduct. time getting good men in the agencies." by Taishoff to further his interests in the He did not elaborate with names or spe- The propriety of former commissioners ch. 10 case, including any correspondence cific instances. In answer to charges he returning to practice before the FCC also and material relating or referring to the had made baseless allegations against the was questioned by Dr. Schwartz. Many have members of Congress or to the members of commissioners, Dr. Schwartz said: "There done so in the past and are doing so at the the Commission. . . . Mr. Taishoff has a have been no unfounded charges by me... . present time. direct interest in the ch. 10 proceeding, in- Each and every allegation . . . [is] based After Monday's session, Dr. Schwartz asmuch as he was a beneficiary under the on legally competent evidence." said he now is satisfied the subcommittee will of L. B. Wilson (deceased)." On many industry trips where commis- will develop the facts concerning any im- FCC Examiner Herbert Sharfman, whose sioners accepted "expenses" from the indus- proper "White House influence" on the March 30, 1955, initial decision favored the try, Dr. Schwartz charged they did not agencies. He stated the subcommittee could WKAT application, said he was "surprised, even deliver speeches, which gives them a perform a great public service by pushing yes ... but I don't say I was shocked" when "legal loophole" to accept expenses. He through Congress a "code of ethics" for the Commission reversed his decision. He charged one network with refusing access members of regulatory agencies. Enacting said he felt more certain that he had made to its files showing monies spent on com- into law such a code would "make it harder the right decision in this case than in several missioners and "fraternization." There are to violate" than is now the case when it is others and there was "no question in my "hundreds of documents" showing ex -parte a matter of "morality or conscience," the mind" that Col. Katzentine should get the relations, he said, and the subcommittee deposed chief counsel said. grant. has only a small portion of them. In his letter to Rep. Harris, Mr. Baker But Mr. Sharfman also felt another con- Of all the regulatory agencies, the FCC demanded an opportunity to testify at an clusion could be reached by "reasonable Page 44 February 24, 1958 BROADCASTING and honest men." The initial decision, he asked Mr. Whiteside to contact the commis- remuneration but agreed to do all he could claimed, did not say in so many words that sioner. He said he personally had known "as an old friend of Judge Anderson's." National was the least qualified of all four Comr. Mack for "less than 10 years and Mr. Scott said he assumed Mr. Whiteside applicants, as claimed by Dr. Schwartz, more than five years." Rep. Bennett asked contacted Comr. Mack but never at any but this conclusion probably could be drawn about the propriety of hiring a lawyer for time did he (Scott) know anything about from reading the examiner's statement. He "who he knows, not what he knows" and Comr. Mack pledging his vote to Mr. White- denied he was contacted in any way, ex- Judge Anderson replied, "It is being done side and National. cept through regular channels, by any parties every day." When asked if Mr. Whiteside might have to the case. Nor, he said, did any members The term "fixer," applied to Mr. White- an "entree' to Comr. Mack that others of the Commission consult with him on side by Dr. Schwartz, is "utterably untrue," would not have, Mr. Scott admitted this Miami ch. 10. Judge Anderson testified, and following was true. "Is it improper for me to hire Mr. Sharfman told the committee his witnesses agreed. someone to talk to Comr. Mack ?" Mr. Scott decision favoring Col. Katzentine was based Asked why Mr. Whiteside was needed asked, since others were applying pressure on on local residence, civic participation, in- since an initial decision already had been behalf of the Katzentine application. He tegration of ownership and management and rendered in the ch. 10 case, the witness said the efforts of senators, with their stand- past broadcast experience. said he couldn't say. The same answer was ing and integrity, were bound to have some The next two witnesses, Judge Robert given to other questions, which led Rep. influence on the commission. Anderson and Paul Scott, were partners in Harris to accuse the witness of being "rather Both Messrs. Scott and Anderson stressed a law firm (Anderson, Scott, McCarthy & evasive." that Mr. Whiteside never was retained -nor Preston) which represents National. Under Mr. Scott, a National Airlines director paid -as a National attorney. Mr. Scott prompting, both admitted they wanted Mr, and stockholder, followed Judge Anderson. said, however, that he thought the attorney

JUDGE Robert Anderson recommended that EMBARRASSING situation, as described by NATIONAL attorney Paul Scott saw no "im- National engage Thurmond Whiteside; ad- Perrine Palmer, resulted because he was so propriety" in hiring for the record an at- mitted "close personal relationships" entered friendly with all parties involved in the torney who was a personal friend of Comr. into the decision. Miami ch. 10 case. Mack; described the move as defensive.

Whiteside as an attorney of record at the He said that after Comr. Mack was ap- could be helpful in telling Comr. Mack the FCC because he was a personal friend of pointed to the FCC (July 1955), he began Public Service officials consisted of a "high Comr. Mack. hearing rumors that pressure was being ap- class crowd." The idea, Mr. Scott testified, Mr. Anderson, since has been named a plied on the new commissioner. He said was that Mr. Whiteside could help "neutral- circuit judge and no longer is associated Sen. Spessard Holland (D -Fla.) had talked ize" other pressures brought against Corns. with Mr. Scott, said his partner suggested to Comr. Mack on behalf of the Katzentine Mack. Asked if Mr. Whiteside had been another counsel be retained to assist in the application and that Sens. Warren Magnu- "useful" to the National application, the National subsidiary's application for ch. 10. son (D- Wash.), A. S. (Mike) Monroney (D- witness said he was not sure. Judge Anderson said he asked Mr. White- Okla.) and George Smathers (D -Fla) had Mr. Scott testified that he knew nothing side to accept the job and turned all nego- protested to the FCC on the possible owner- of any financial dealings between Mr. White- tiations over to Mr. Scott. ship of a tv station by an airline. side and Comr. Mack until he read of Dr. He was questioned by several committee It seemed a "good idea" to have an at- Schwartz' testimony in the newspapers. members on why Mr. Whiteside, one of torney of record who knew Comr. Mack, Late in the ch. 10 skirmishes, according 3,000 attorneys in Miami, was asked to Mr. Scott said. Rep. Harris thought this a to Mr. Scott, Mr. Whiteside told him (Scott) "rather unusual situation" since an initial join the National case. Mr. Anderson, who that he (Whiteside) was threatened with owns stock in National Airlines, admitted the decision already had been released. Mr. "blackmail" by Col. Katzentine unless he Mack -Whiteside friendship "was not com- Scott described the Whiteside maneuver as pletely overlooked" and may have been an a strictly "defensive measure" since the other (Whiteside) refrained from helping Na- influence in choosing Mr. Whiteside. side was exerting "pressures" from all sides. tional Airlines. "I got the impression that if The judge denied he ever contacted Comr. He said Mr. Whiteside refused to become Mr. Whiteside came out for Public Service Mack in the case but said he "may" have an attorney of record or to accept any Tv, Col. Katzentine would make life miser- BROADCASTING February 24, 1958 Page 45 GOVERNMENT CONTINUED Katzentine replied: "It don't look like they did." WITS AND WITNESSES Col. Katzentine was asked if he sought aid from Downey Rice, a former FBI The press and spectators had several was a reasonable request under the cir- agent. The WKAT owner denied that he did, light moments during last week's House cumstances.) two letters were read into the hearings into the Miami ch. 10 grant, The next witness, Perrin Palmer, was although Mr. Rice took an active but these three instances brought the asked if he flew to Washington via Na- record indicating of Mr. Katzentine. One of loudest guffaws: tional or Eastern Airlines. "I came up on part on behalf Alexander Wiley (R- When Rep. Harris dismissed Col. Northeast but am wondering if it's safe the letters was to Sen. P. Sullivan, Katzentine Thursday, the disgruntled ch. to return to Miami on my National res- Wis.) and the second to Daniel the Miami Crime Corn- 10 applicant was told to be available ervation," was the answer. director of Greater which Mr. Katzen- again for future testimony. Counsel Paul Later during his testimony, Mr. Palmer mission, an organization Rice-Sullivan let- Porter replied his client would be happy was asked by Rep. Flynt if it is expensive tine helped to found. The related a conference to appear again but asked for "as much to live in Miami. "We'll make you a ter dated Oct. 13, 1955, intervention by advance notice as possible so Mr. Katzen- special rate," Mr. Palmer offered. The with Mr. Porter concerning tine can make a reservation with Eastern congressman's ready reply: "I don't think Vice President Nixon and stated, in part: Airlines." (Chairman Harris agreed this I am in a position to accept." "It was generally agreed that the place to 'cry wolf' was as high up in the circle of Eisenhower associates as possible. . . . I agreed that Nixon was the right man but missioner never was asked to vote for able for him," Mr. Whiteside told the com- thought we might get the story more satis- only to consider the merits of mittee. WKAT but factorily through Bob King, Nixon's ad- the case and "do what was right." Jerry Rep. Wolverton chastised the law part- ministrative assistant... . Carter, chairman of the Florida Railroad for attempting to hire Mr. Whiteside "At the outset, we knew that the problem ners and Public Utilities Commission (a position friend had to be presented carefully. It had to be merely because he happened to be a by Comr. Mack before he was ap- held strong enough to make Nixon do something of Comr. Mack. He said the evidence of this pointed to the FCC), accompanied them and yet we didn't want to bring about a re- method, which this law firm considered on one of the Washington trips and wrote action anywhere which would mitigate proper, was "distressing and surprising." letters on behalf of Col. Katzentine. against Frank [ Katzentine] if Baker [Nation- Congress must stop this practice, he empha- According to Mr. Katzentine, Comr. al president] was knocked out.... Obviously ensure that representation before sized, and Mack said he was "over a barrel" but that they cannot afford to risk exposure by is as "ethical" as that before courts. agencies he (Mack) would go to Miami to try and Democrats of an 'influence' deal.... He Col. Katzentine began 11/2 days of testi- get released from his pledge. Later, the wit- [King] understood that Frank was not only mony before the subcommittee last Wednes- ness stated, Mr. Whiteside said he was going a Democrat, but even worse, a "Kefauver with much of his testimony to "but I didn't believe day morning, release Comr. Mack Democrat... . repetitious because of questions by the sub- him." "My guess, and it is only a guess, is that committee. Recounting the contents of his The witness was asked often about his Nixon will simply telephone to his friend, affidavit, he said that in the early fall of Washington trips to see Comr. Mack and Bob Lee [FCC commissioner], and tell him 1955 (soon after the examiner's initial deci- repeatedly asserted that he merely wanted that there was some loaded rumors afloat sion), he received a call from a "trusted the commissioner to vote on the merits and and that Lee would do well to carefully con- friend" (later identified as Alfred Barton, did not inquire if his (Mack's) vote was sider any action being taken by the Com- director of the Miami Surf Club) who said committed. mission with an eye to the probablility that, 10 and that WKAT was going to lose ch. After much prodding by the subcommit- if said action was questionable, prompt, un- Col. Moore was engineering the National tee, Mr. Katzentine admitted he had talked favorable publicity would be expected... . application. to Sens. Holland, Smathers, Kefauver and "As a loose end, we have the ... Wiley Mr. Barton got this information, Col. Magnuson about the ch. 10 case. He went lead. At the moment I feel so happy and Katzentine said, from Mr. and Mrs. Dean to see Sen. Magnuson, chairman of the Sen- confident about the Nixon arrangement that Murphy, who in turn, had talked to friends ate Commerce Committee, on a private I would recommend forgetting Wiley. Action of G. T. Baker, president of National Air- yacht moored at Miami Beach, he said. by Nixon compared with action by Wiley lines. (Mr. and Mrs. Murphy immediately Asked if the senators helped his cause, Mr. would be like comparing an atomic cannon denied Col. Katzentine's statement that they with a pop gun." were the source of the information. "Katzen- Comr. Lee, who was present at the time tine's statement is not true, and we shall laughed when 'TOO BAD' the letter was read, out loud gladly so testify," they wired Rep. Harris.) -HST reference was made to his "friendship" with The WKAT owner said a friend (un- On arriving in Washington last Vice President Nixon. He denied that "his identified) later called "some powerful Re- week, former President Harry S. Tru- friend" had called relating to the ch. 10 case. unnamed] in Washington" publicans [also man said it is "too bad" the House A third Rice letter, this one to Sen. who claimed Mr. Katzentine did not have a of the Katzentine probe of regulatory agencies had been Kefauver on behalf appli- chance because he is a Democrat and that cation, strongly indicated that Col. Moore "knocked because "the the channel was going to National. in the head" was "pulling strings" for National. Several job needs to be done." He said the On the advice of Sen. Smathers, Mr. other letters written to influential officials on that there is a Katzentine testified, he asked Mr. Palmer Republican phrase behalf of Katzentine were also entered into to find out how "Richie Mack stood." Mr. "mess in Washington" has "come the record and Mr. Katzentine denied he Katzentine stated Mr. Palmer told him that home to roost" in referring to the requested that any of them be written. He Mr. Whiteside had the Mack vote "pledged" current FCC hearings. did admit to a hope the various senators to National. (This claim later was refuted President Truman said if "they had could do something about the situation but by Mr. Palmer, which led to what Rep. Har- left Moulder [Rep. Morgan (D -Mo.), denied any wrongdoing or exertion of "pressures." He said the senators were contacted ris described as a "serious" discrepancy in resigned chairman of the investiga- because it was "common knowledge" Na- their testimony.) tions] alone he would have done a good The witness said Mr. Whiteside never tional was going to get the grant and he job." During the subcommittee fight wanted them to know about the situation. directly admitted he had Comr. Mack over its chief counsel, President Tru- to rescind the It was brought out that in July 1951 (when "pledged" but later agreed man sent Rep. Moulder a wire of en- "pledge." Col. Katzentine also described two Mr. Katzentine had a pre- freeze application couragement. trips to Washington by himself and Mr. on file), Mr. Mack wrote the FCC on be- Palmer to see Comr. Mack. He said the corn- half of Col. Katzentine. At that time, Mr.. Page 46 February 24, 1958 BROADCASTING Interview: -,1ta

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Mack was chairman of the Florida Rail- spectators. "I must say I don't like Mr. remark, during FCC hearings on ch. 10, roads and Public Utilities Commission. The Whiteside ... and he probably will say the that "this is a waste of time" because Na- witness said he did not know what caused same thing about me," he confessed. The tional had the grant "in the bag." Comr. Mack to change his mind after he witness said he did not seek a reopening of The next witness, Perrine (Gootsie) Palm- was appointed to the FCC. Col. Katzentine the FCC record on charges the grant was in er was complimented by most members of stated he has known Comr. Mack since the the bag for National because all the evidence the subcommittee for his forthright, truthful commissioner's college days and, in fact, was "hearsay." answers to questions. He also brought helped him (Mack) become a member of When Col. Katzentine testified he did not laughter in several instances from the audi- his (Katzentine's) fraternity, Sigma Nu. know what members of the FCC were Re- ence and congressmen. Mr. Palmer, secre- Asked if attempts by government officials publicans and what members were Dem- tary- treasurer of a new Miami hotel -office to influence FCC decisions were proper, Mr. ocrats, Rep. Harris said: "Every once in building, was mayor of Miami from 1945- Katzentine replied if the efforts were for a awhile you say something awful surprising 47 and after that served several years on the selfish motive they are improper, but if for to me ... and that statement is one." Miami city commission. a better government, they are proper. Rep. Wolverton charged the letters writ- He testified that he had had no business relationships with Mr. Katzentine was Col. Katzentine was asked about a letter ten on behalf of applicant Katzentine show- but a personal friend of Messrs. Katzentine, he wrote Sen. Kefauver in June 1955 and ing such a "widespread use of outside in- Whiteside and Mack. He also proclaimed the senator's reply one week later. The fluence" are so "strikingly wrong," and his only interest in the ch. 10 case came as applicant said he told "Keefe" he was afraid asked Col. Katzentine to furnish the names a result of Col. Katzentine's request for politics would "interfere between the initial of "all" persons used for influence purposes help. His wife and Messrs. Mack and White - decision and a grant" and that the senator by him. "could be useful now." (Col. Katzentine was side's wives, he said, are sorority sisters. an active supporter of Sen. Kefauver in the Letter to Kefauver When he was mayor of Miami, Mr. Palm- 1956 Presidential election.) He asked the The final letter introduced during Col. er testified, he recommended Mr. Mack senator to let it be known that he (Katzen- Katzentine's testimony was another one for membership on the Florida Railroad & tine) was not a "rascal and scoundrel" as a from the witness to Sen. Kefauver, dated Public Utilities Commission. (Mr. Mack was competing applicant charged. June 4, 1957. In it, Col. Katzentine re- an employe of Mr. Palmer at that time.) Col. Katzentine called him in early 1956, In his reply, Sen. Kefauver said he had quested a full investigation of the ch. 10 Mr. Palmer stated, and wanted to employ talked to Comrs. Robert Bartley, Frieda case and said he had three witnesses who him to assist in the WKAT ch. 10 applica- Hennock (who left the FCC before a final would testify the Mack vote had been tion. The witness said "his services were not vote on ch. 10) and Lee "by letting them pledged to National Airlines. Asked about for hire" but offered to help Col. Katzen- bring up the subject in some way.... But this, he said two of the witnesses were tine "as his friend." if there is anything in the way of a more di- Messrs. Palmer and Carter but that he could Mr. Palmer said he called Comr. Mack rect approach to anyone I can make . . . not remember the third one. on several occasions regarding the ch. 10 let me know because it would break my Referring to testimony by Mr. Scott that case but (1) never asked him if his vote was heart if you didn't get the final approval of he (Katzentine) was "blackmailing" Mr. pledged to Mr. Whiteside or the Commission." for National Whiteside, Col. Katzentine said he was "not (2) to vote for Mr. Katzentine. Each time Col. Katzentine said he did not feel his surprised at anything they do or say about he called, Mr. Palmer related, Comr. Mack actions were "improper" and felt WKAT de- me." If Mr. Whiteside said he was being said the case was pending and there would be served "some priority" since it first filed a blackmailed by me to stop supporting the no decision for sometime by the FCC. tv application in 1947. National application, "he's not telling the At the request of Col. Katzentine, Mr. Back on the stand Thursday morning, Col. truth," the witness said. Palmer said he talked to Mr. Whiteside, who Katzentine left no doubts about his feelings On several occasions, Col. Katzentine told him (Palmer) that he (Whiteside) al- for Mr. Whiteside, who was among the charged that Mr. Baker was overheard to ready had promised to support the National

answers to immediate problems in a highly DOERFER ASKS PRACTICAL ANSWER complex society." The basic question, he said, boils down TO ROLE OF REGULATORY AGENCIES to the essential character of an agency- judicial, legislative or executive. "Shall the free Broadcasters must join other industries, build the American system of broad- officials who administer these agencies be casting." the public and Congress in working out a judges," he asked, "or shall they be practical - his talk with a practical answer to the role of administra- Chairman Doerfer opened minded men trying to find practical so- tive agencies in the federal government, reference to his role in the investigation. "I lutions to the development of the various end of the year to convince FCC Chairman John C. Doerfer said hope before the regulated industries in our modern economic some others of my essential integrity," he Wednesday in an address to the NAB's society?" said. After commenting on the lessons to be Chairman Doerfer recalled that the Conference of State Association Presidents learned by experience and errors in judg- in Washington. original Communications Act indicated "the ment, he added, "I confess I have made broadcasting industry was to develop within ovation was given Chairman some I don't A standing poor judgments. think I have the framework of our free enterprise sys- seriously Doerfer when he was introduced to the done anything deprecating." tem." He said there are today "serious sug- luncheon group, representing broadcast as- After these brief references to the inquiry gestions that the guiding finger of govern- sociations of 40 states and a score of guests that has stirred Washington and the nation, mental regulation point out more specific as well as NAB officials. The ovation was he said he had prepared some observations directions. I recommend that you and your repeated at the end of his brief address, his which he would read carefully. respective organizations or associations as- first since he became a controversial figure 'Two schools of thought exist regarding sume immediately your share of the respon- in the House Legislative Oversight Subcom- the nature of an administrative agency," sibilities of reaching those solutions which mittee investigation. Chairman Doerfer said. "One regards an ad- will redound to the ultimate benefit of the NAB President Harold E. Fellows intro- ministrative agency as a 'headless fourth people. duced him as "a devoted public servant - branch of the government,' which does vio- "As a member of the public you will have one whose record for honor and integrity lence to the basic American concept of the to determine whether or not quasi-judicial, can be measured in a quarter-century of three major branches of government. The quasi -legislative or quasi- executive is a legal duty in public office; one whose energetic other holds the agencies were created be- fiction or whether or not one person can be and selfless sacrifices have done much to cause practical men were seeking practical all three characters at the same time." Page 48 February 24, 1958 BROADCASTING Index tot Nielsen Station again MONTHLY IN JANUARY TV R M,aoKs ier 11 p@cernber 1:1--January MORE HOMES watched WMAR -TV

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BROADCASTING February 24, 1958 Page 49 GOVERNMENT CONTINUED

application. At no time, Mr. Palmer re- that if he (Mack) felt his vote was pledged Palmer replied: "No I don't talk out of both peatedly told the subcommittee, did Mr. to him (Whiteside), the commissioner was sides of my mouth." He said that he is in an Whiteside tell him the Mack vote was released from any such pledge. Comr. Mack embarrassing situation because of his close pledged for National Airlines. then replied that his vote had never been friendship with both. parties. "Katzentine The subcommittee also dwelt at length pledged to anyone and that he had not made wanted to talk about how much he despised with Mr. Palmer on the two Palmer- Katzen- up his mind how he would vote. Whitey [Whiteside] and Whitey wanted to tine trips to Washington to see Comr. Mack. Shortly before the March 1957 decision talk about how much he despised Katzen- The commissioner did tell him, Mr. Palmer for National Airlines, Mr. Palmer said Mr. tine" Mr. Palmer related of his experiences. said, that he was "over a barrel" on the ch. Katzentine again asked him to call Comr. "I am friends of both. It puts me in a pecul- 10 case because of his (Mack's) friendships Mack to find out when the decision would be iar position. I don't like it." on both sides. Mr. Palmer reported telling released. During this conversation, the com- A subcommittee member wanted to know Comr. Mack that perhaps he should not missioner told Mr. Palmer the grant would if it was not "odd" that he was requested to vote in the decision because of this situation. soon be made but that "things did not look accompany Mr. Whiteside while he called After several months had elapsed-and good for Katzentine because there was too Comr. Mack. "Knowing those two [Katzen- several Katzentine- Palmer conferences had much Kefauver." tine and Whiteside], nothing is odd," Mr. been held Palmer -Mr. stated, Mr. Katzen- Less than a month later, Mr. Palmer said Palmer replied. tine told him that he had convinced Mr. he was asked by Sen. Kefauver if Comr. Mr. Palmer admitted doing public rela- Whiteside that the FCC should uphold Mr. Mack made such a statement and he (Palm- tions work for Mr. Whiteside in 1955 Sharfman's initial decision. Mr. Palmer for er) verified the Mack statement to the which he then went to Mr. Whiteside's office (at the received a $1,250 fee. He said this request of Col. Katzentine) and listened to a senator. had nothing to do with the ch. 10 case but telephone conversation between Messrs. Asked if he made any contact with Mr. declined to tell the subcommittee what serv- Whiteside and Mack. Mr. Whiteside, ac- Whiteside or officials on National Airlines ice he performed for Mr. Whiteside. "I cording to Mr. Palmer, told Comr. Mack on behalf of the National application, Mr. would prefer Whitey tell you," he said.

WWL -TV Grant Again Questioned than the WVUE (TV) Pitman site. He said Hill Democrats Would Outlaw On Grounds of Alien Control four million people in the Wilmington - Gifts to Government Employes Philadelphia area would get better reception. Congress was asked last week to look A bill to prohibit government employes into alleged "religious favoritism" on the Examiner Okays Merger Group from accepting gifts from persons doing part of the FCC. Involved is the grant of business with them was introduced in the Seeking St. Louis Ch. 2 Grant ch. 4 New Orleans to Loyola U., a Jesuit Senate last week by Sen. William Proxmire institution (WWL -TV). The accusation was The merger of the two applicants for (D- Wis.). A companion bill is scheduled to made by Protestants & Other Americans ch. 2 St. Louis, announced earlier this be introduced in the House, Sen. Proxmire United for Separation of Church & State in month [GOVERMENT, Feb. 10], received a said, by Rep. Morgan Moulder (D -Mo.). a letter to Rep. Oren Harris (D- Ark.), preliminary official approval at the FCC The bill would make persons tendering chairman of the House Commerce Commit- last week with an initial decision by Hearing "any gift, gratuity, payment or transfer of tee (and chairman of the subcommittee in- Examiner Herbert Sharfman lodking toward money or other things of value" to a federal vestigating the FCC and other regulatory the grant of the merged applicant. agency official with whom they have busi- agencies). The group, which made similar By terms of the merger agreement be- ness subject to a $5,000 fine and a year in complaints to the FCC in 1956 when it was tween Louisiana Purchase Co. and Signal jail. The government employe also would considering the ch. 4 New Orleans case, Hill Telecasting Corp., licensee of KTVI be subject to this penalty. The bill also claimed Loyola is under the control of (TV) St. Louis, Louisiana Purchase will revokes that section of the Communica- aliens and that the Communications Act become 10% owner of Signal Hill. Louisi- tions Act which permits commissioners to prohibits the grant of a license to an alien ana Purchase principals will pay 10 cents a accept honorariums. or any company or corporation under the share individually for an aggregate 135,190 Sen. Proxmire was joined in his bill (S control of aliens. shares of KTVI stock. Signal Hill also in- 3306) by Sens. Strom Thurmond (D -S. C.), tends to reimburse Louisiana Purchase for William Langer (R -N. D.), Hubert Hum- phrey Storer Asks Right to Test part of its actual expenses by payment of (D- Minn.), Lister Hill (D- Ala.), $41,000. Clinton P. Anderson (D -N. M.), John Spark- Experimental Tv Antenna KTVI had asked the FCC for a modifica- man (D -Ala), Wayne Morse (D -Ore.) and Storer Broadcasting Co., licensee of ch. 12 tion of its cp to enable it to operate per- Paul H. Douglas (D -Ill.). WVUE (TV) Wilmington, Del., last week pe- manently on ch. 2, for which it has held Meanwhile Republicans renewed charges titioned the FCC to construct an experiment- a temporary FCC authorization nearly a that Sen. Sparkman's wife had a "myster- al tv station on ch. 12 in the Wilmington - year, instead of ch. 36. ious" arrangement in her 49% ownership Philadelphia antenna farm area, 23 miles of WAVU Albertville, Ala. Rep. Hugh from WVUE (TV) facilities near Pitman, CBS -TV, NBC -TV Affiliates Set Scott (R -Pa.) said that Mrs. Sparkman received $6,501 N. J. The station would broadcast the reg- To Testify at Barrow Hearing as dividends from the station ular program schedule of WVUE (TV), and in 1951 and that Sen. Sparkman had said in CBS -TV and NBC -TV Affiliates organiza- would cost $548,500 to build and $130,000 1952, when he was Democratic vice presi- tions last week filed lists of witnesses who to operate the first year. dential candidate, that Mrs. Sparkman's will represent them at FCC hearings on the holding was worth $12,000 -$13,000. "Such A. Earl Cullum Jr., consulting radio en- Barrow Report on network practices, sched- a return," Mr. Scott said, "would be granted gineer, and would others direct operations uled to begin March 3. They will be only for unusually valuable services." The for a year to obtain field measurements on Special Committee of CBS -TV Affiliates-F. E. same subject Busby, WTVY (TV) Dothan Ala.; Murray Car- was brought up by Rep. Melvin the effectiveness of a new type of directional penter, WTWO (TV) Bangor, Me.; John Hayes, R. Laird (R -Wis.) two weeks ago. Washington Post Broadcast Div., Washington, antenna. J. Robert Kerns, Storer vice pres- D. C.; H. Moody McElveen Jr., WNOK -TV Colum- Sen. Sparkman said there was nothing ident and bia, S. C.; Carter M. Parham, WDEF -TV Chat- mysterious about his manager of WVUE (TV), said Wil- tanooga, Tenn.; William B. Quarton, WMT -TV wife's interest in mington viewers will get Cedar Rapids, Iowa; F. Van Konynenburg, WAVU. He said the husband of Mrs. Spark- better service when WCCO -TV Minneapolis, Minn. WVUE (TV) programs are broadcast over NBC-TV Affiliates-Jack Harris, KPRC -TV man's niece had applied for and was granted Houston; Lawrence H. Rogers, WSAZ -TV Hunt- the WAVU facilities without opposition. the experimental station, since many anten- ington, W. Va.; Harold Essex, WSJS -TV Winston - Salem, N. C.; Harold V. Hough WRAP-TV Fort He later sold 49% to Mrs. Sparkman. nas are already pointed to the experimental Sen. Worth; David M. Baltimore, WBRE -TV Wilkes - Sparkman said he had had no connection station's antenna farm area. Bane, Pa.; Bernard C. Barth, WNDTJ -TV South This area is 27 Bend, Ind.: Edward C. Lambert, KOMU -TV Co- with the FCC award and did not urge ap- lumbia, Mo.; T. B. Lamford, WALB -TV Alexan- miles from Wilmington, one mile farther dria, La. proval. Page 50 February 24, 1958 BROADCASTING NOW! FROM WHBF -TV IN THE QUAD- CITIES

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24, 1958 Page 51 BROADCASTING February GOVERNMENT CONTINUED

writing avalanche by "grass roots" con- THURMOND ANTI -TOLL BID BACKED stituents to congressmen which had much to do with the House and Senate Commerce Resolution moves from committee to Senate for action Committees' resolutions asking the Commis- Magnuson group plans March hearings; FCC stays quiet sion to hold up on pay tv. Mr. Landis cited a number of programs The Senate Interstate & Foreign Com- service might better be described as "nar- which, he alleged, were broadcast by net- merce Committee last week approved and rowcasting" in that it would be available works and stations in a biased manner. His started back to the Senate a resolution ask- only to those willing to pay the fee. ire was particularly directed at CBS. He ing the FCC not to authorize on -the -air Instead of fostering competition, Sen. also said he intended to bring this "misrep- subscription television without a specific Thurmond said, pay tv would force free resentation" and "vilification" to the atten- go-ahead from Congress. tv stations to convert to toll systems for tion of the Dept. of Justice. Chairman Warren D. Magnuson (D- economic reasons. As for the suggestion Both CBS and NBC responded later in the Wash.) further announced that the Com- that uhf be utilized for fee tv, he pointed week, denying Mr. Landis' allegations. Both merce Committee will hold hearings, prob- out (1) that the uhf -vhf situation has not listed programs which they said gave equal ably in late March, on pending bills that been resolved yet by the FCC; (2) that all opportunity to both sides of the question. would legislate against toll tv. service might possibly be reallocated to uhf, Zenith President Eugene F. McDonald Jr. The resolution (S Res 251) was intro- and (3) that many areas are now served by said last week he was not surprised by the duced late last month by Sen. Strom Thur- uhf exclusively. Also, he added, even uhf large amount of mail to congressmen oppos- mond (D-S. C.) and six other senators toll tv could outbid free tv for programs. ing pay tv. He charged it was a high pressure [GOVERNMENT, Feb. 3]. Co- sponsors of the Sen. Thurmond said that if toll tv were campaign of "deliberate misrepresentation." resolution were Sens. Marshall Butler (R- permitted a trial there would be a substan- Md.), Frank J. Lausche (D- Ohio), Fred- tial investment by entrepreneurs and the Cigarette Ads Report erick G. Payne (R -Me.), Charles E. Potter public. Should the tests prove a failure, he Charges FTC Laxity (R- Mich.), George A. Smathers (D -Fla.) said, Congress would be "loath" to wipe The Federal Trade Commission "has and Frank Carlson (R- Kan.). All except out this investment. He denied that better would failed in its statutory duty" to prevent decep- Sen. Carlson are members of the 15 -man programming without commercials tive filter-cigarette advertising, according to Commerce Committee. be offered and cited recent free tv showings high-calibre fare. the House Committee on Government Oper- Sen. Magnuson did not specify the margin as examples of current tv au- ations, headed by Rep. William L. Dawson which the resolution passed, saying it Sen. Thurmond charged that pay by (D- III.), in a report last week. by a "hands vote." It's believed, thorization is tantamount to pre -empting the was adopted Describing FTC's activities in this field as was approved field of telecasting and would be a "flagrant however, that the measure "weak and tardy," the committee contended by a rather substantial majority. breach of trust to the people." Sen. Thurmond later said that he would cigarette manufacturers, spending an esti- It's also understood that the committee $100 million yearly on advertising, resolution press for a Senate vote on the resolution, mated rejected an amendment to the "have deceived the American public." sanctioned toll television counting on its adoption to head off the sub- that would have added: 'Without specifical- uhf scription television trials if his bill is stalled. The committee in frequencies. ly claiming that the filter tip removes the The Thurmond resolution was amended There is still no action by the FCC on a resolution from the House Interstate & agents alleged to contribute to heart disease prior to committee consideration last week or lung cancer, the advertising has em- so as to apply only to on -the -air methods of Foreign Commerce Committee asking a delay on toll tv trials. That resolution, passed phasized such claims as 'clean smoking,' pay tv and to exclude applicability to wire white,' 'pure,' 'miracle tip,' '20,000 by the House group Feb. 6 and immediately 'snowy and community antenna toll systems. With 'gives you more of what you sent to the Commission, urged no toll tv filter traps,' further minor revisions incorporated at changed to a filter for' when actually most authorizations until Congress takes a further Wednesday's meeting, the resolution now filter cigarettes produce as much or more look into the matter [GOVERNMENT, Feb. 17; reads: nicotine and tar as cigarettes without filters." LEAD STORY, Feb. 10]. RESOLVED, That it is the sense of the Senate Deceptive advertising is effective, it said, For the second straight week, the full that the Federal Communications Commission with sales rising from 1.4% of total should not, without specific authorization by Commission was not present at the regular filter sales in 1952 to 40% in 1957. "The law, authorize or permit any television licensee, weekly and again no action was cigarette or agent thereof, to impose a toll, fee subscrip- meeting American public has paid premium prices tion or other charge on the general public or taken on the toll tv matter. Three commis- of 2 to 6 cents per pack for filter cigarettes any portion thereof, for the privilege of viewing sioners were absent Thursday. television programs, received over television re- for 'protection' they did not receive," the ceivers located in the home, with the exception March 1 is the date set last fall by the committee concluded. of both community antenna systems and those FCC to start processing toll tv test applica- programs transmitted by cable or wire or both. FTC issued cigarette advertising guides to one application has tions. However, just its staff in 1955. It recently has moved to The resolution, in returning to the Senate, [GOVERNMENT, Dec. 30, been tendered get the tobacco industry's aid in developing must go through the Democratic Policy 1957] and that is believed to be incomplete. Committee under Sen. Lyndon B. Johnson uniform standards to back up claims. Latest bill on Capitol Hill to ban sub- Bowman Gray, president of R. J. Reynolds (D -Tex.) for determination cf what place scription television was introduced last week it should take in that chamber's order of Tobacco Co., said he attached "no signifi- by Rep. F. Jay Nimitz (R-Ind.). The measure cance to the measurable quantity of solids business. (HR 10791) would amend the Communi- The Commerce Committee hearings on and nicotines reported to have been found cations Act to prohibt the FCC from au- in the smoke of cigarettes." He said figures pay tv will be concerned with measures to thorizing toll tv. prohibit charging of fees for tv in private used by the committee were not the latest available. homes as introduced by Sens. Thurmond Landis Charges Tv Networks, (S 2268), William Langer (R -N. D.) (S 2924) Affiliates Used 'Lie' on Pay Tv FCC Comr. Ford's Wife Dies and Edward J. Thye (R- Minn.) (S 3201). In a brief submitted to the Commerce James M. Landis, special counsel for Mrs. Virginia Lee Carter Ford, 50, wife Committee's executive session, Sen. Thur- Skiatron Electronics & Television Corp., last of FCC Comr. Frederick W. Ford, died mond declared the pay tv issue involves week charged the tv networks and their last week of cancer. She had been in a broad policy that should be settled by Con- affiliates have followed a "big lie" technique Washington hospital for several weeks. gress and not "left to the whim of a regula- about subscription tv. Services were held Friday at Christ Church, tory agency." In a letter to FCC Chairman John C. Alexandria, Va., and burial was in Arling- In a point -by -point rebuttal of the argu- Doerfer, Mr. Landis said the networks and ton Cemetery. She is survived by her hus- ments generally advanced for toll tv, the their affiliates had presented one -sided pro- band, a daughter, Mary Carter, 12, and a South Carolinian maintained the proposed grams about pay tv and engendered a letter sister. Page 52 February 24, 1958 BROADCASTING First time on Detroit TV

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February 24, 1958 Page 53 BR() USTINC FILM

U -I Does Flip -Flop; Tv Films WRITIN' & FIGHTIN' To Produce A new character, the western editor, Universal- International Studios has re- is about to join the sheriff and the mar- versed a previous position and opened its shal in attempting to establish law and door to tv film production. justice in the Old West via television. Less than two months ago U -I's executives The series, to demonstrate the power limited the studio's tv scope to production of of the pen as well as the gun in quel- commercials [FILM, Jan. 131. The new de- ling evil, western style, will be Man cision, still not detailed but becoming known Without A Gun, now being produced last week, places U -I with nearly every at TCF for fall debut on the NTA other Hollywood major which already has Film Network. But Goodson -Todman's One entered tv in depth. Gun and Quill and Revue's Cimarron Despite the absence of a formal announce- City won't be far behind. ment, this much has been learned about the operation: too many U -I has a tie -up with NBC-TV. The KGLO -TV Mason City, Iowa and a single studio and the network have agreed U -I feature "The Life of Emile Zola" to KTLA will produce a tv version of Saddle Tramp, (TV) Los Angeles. a U-I theatrical release issued eight years villains! The two companies expect "subsequent ago. UPA to Expand in Production efforts" to entail the use of U -I's lot and studio facilities for certain NBC -TV shows Of Regional Tv Commercials and similarly for certain California National Ul'A Pictures is planning immediate ex- Poor fellow. Poor fellow, indeed! Productions series (CNP is NBC's film syn- pansion in the field of regional tv commer- dication subsidiary). An NBC official cau- dials, Stephen Bosustow, president, told He's only embarrassed ... the show's tioned that the project arrangement does not stockholders at the company's annual meet- climax may have been ruined! But, mean U -I eventually will become a sole pro- ing at its headquarters in Burbank, Calif. stop a moment. The scene can be ducer for the network and its syndication Contracts already have been signed, he saved. All it takes is a snip if its facility, as had been hinted in certain re- ... a series of tv spots for Stag ports. reported, for on film. beer, built around the UPA character, "Mr. This is only one of the ways film A move is underway for U -I to produce Magoo," to be telecast in the 10 states in a number of filmed properties for CBS -TV's which the beer is sold. Negotiations are now helps. Because you see the show Playhouse 90. Whether U -I would follow under way, Mr. Bosustow said, for the use before you show it, you're always the pattern' of Columbia Pictures' Screen by regional advertisers in this country of a in control of what's said, what's Gems subsidiary by eventually syndicating new character, "Aurora," developed by the the entries as does SG were done! In control, too, of time and unknown. UPA London office. (Though CBS-TV on Thursday denied con- station throughout the country. Dempsey tracting with U -I, it is known that the studio Pete Lytle, of -Tegeler & Co., Los Angeles investment firm, and Bill Use black- and -white -or color ... is lending CBS the facilities to produce at there's an Eastman Film for every least one 90 film.) Roberts, UPA stockholder and writer, were elected to the board of directors, succeed- purpose. Universal Pictures Corp., U -I's parent ing Howard Meighan, CBS -TV Western Div. firm, with a backlog of 32 completed motion vice president, and Alfred J. Scalpone, write to pictures, has called a temporary on For complete information halt CBS -TV vice president in charge of network theatrical filmmaking and will open Motion Picture Film Department its 16 programs, Hollywood, who resigned follow- sound stages to such independent producers ing the cancellation of the CBS -TV telecasts EASTMAN KODAK COMPANY as Hecht -Hill- Lancaster which is mapping of UPA's Gerald McBoingboing cartoons tv film series of their own. H -H-L indicates Rochester 4, N.Y. and UPA's repurchase of stock acquired by it is ready to go with four tv properties, all CBS. based on H -H -L theatrical film properties East Coast Division of recent vintage. The series would be syn- 342 Madison Ave., New York 17, N. Y. dicated probably through United Artists Tv, TPA Six -Week Foreign Sales subsidiary of United Artists Corp., which Of Tv Films Top $330,000 Midwest Division at present handles the H -H -L theatrical 130 East Randolph Drive, Chicago 1, III. product. For the first six weeks of this year, Tele- vision There is a possibility U -I may enter Programs of America's foreign sales mounted to more than $330,000, Manny West Coast Division tv syndication despite its pact of last summer Blvd., Reiner, vice president for foreign operations, 6706 Santa Monica with Screen Gems whereby SG took over Hollywood 38, Calif. syndication of a $50 million pre -1948 announced last week. theatrical library. The sales and programs reported by Mr. or Reiner follow: Susie in Philippines for Metro Drug Corp. through Philippine Adv. W. J. German, Inc. AAP Sells Films to 11 Counsellors and in Hong Kong to Asso- Agents for the sale and distribution of Associated Artists Productions has an- ciated Rediffusion; Fury in Mexico for Eastman Professional Motion Picture Films, nounced sales of its "Vanguard" package of XETV (TV) Tijuana, in Switzerland on Fort Lee, N. J.; Chicago, Ill.; Warner Bros. features to KMGM -TV Min- Swiss Tv; Stage 7 in Australia on Australian Hollywood, Calif. neapolis, WHO-TV Des Moines, Iowa, Broadcasting Commission; Count of Monte KROD -TV El Paso, Tex., and KCRG -TV Cristo in Mexico on XETV (TV) Tijuana Cedar Rapids, Iowa; Popeye to KFSA -TV and in Hong Kong to Associated Rediffu- Be sure to shoot Fort Smith, Ark.; KXJB -TV Valley City, sion. in COLOR ... N. D.; WCTV -TV Tallahassee, Fla. and Mystery Is My Business in Philippines You'll be glad you did. WPTV (TV) West Palm Beach, Fla.; for LaSuerte cigars and cigarettes through Warner cartoons to WAFB -TV Baton Great Wall Adv., in Hong Kong on Asso- Rouge, La.; both groups of cartoons to ciated Rediffusion and in Venezuela for Page 54 February 24, 1958

FILM CONTINUED AWARDS Venzolana tobacco through Publicidad Freedoms Foundation chosen from more than 3,600 entries from ARS, C.A.; Adventures of Tugboat Annie 11 western states and Hawaii in 23 cate- on Australian Broadcasting Commission Honors Broadcasters gories. Mr. Gould also was awarded a certificate and in Hong Kong on Associated Rediffu- More than a score of broadcast sta- sion; Lone Ranger on Australian Broadcast- tons were honored in the 1957 Freedoms of distinctive merzt for his Anheuser -Busch Co., ing Commission and XETV (TV) Tijuana, Foundation at Valley Forge awards for commercial, created for D'Arcy Adv. Mexico; New Adventures of Charlie Chan merit in helping to build "an understanding Los Angeles, agency in charge of the account. for Santo Tomas Vino in Mexico City of the American Way of Life." Certificates of distinctive merit also through McCann-Erickson; Ramar of the WNHC -TV New Haven, Conn., received went to artist Jane Sai and art director Havana, Cuba and Robert Tyler Lee .'or tv commercials done Jungle on CMBF -TV a George Washington Honor Medal Award Rediffusion, Hong Kong. for CBS Television, i.os Angeles. Associated for a tv series, This Is Our Faith. The ra- Lassie on ABC in Australia; in Argentina dio-tv training department, U. of Texas, In the booklet -direct mail-house organ for Kacemaster -Bendix through S.R.L. Pub - was awarded $100 and an honor medal for category, art director F.obert Guidi and artist licidad, in Philippines for Canada Dry a student -produced tv patriotic show, We John Alton received distinctive merit cer- through Grant Adv. and Coco Rico candy Proudly Hail. tificates for their work for CBS Television. through Philprom Inc., in Hong Kong on In the advertising category, Storer Broad- Mr. Guidi, as both art director and artist, Associated Rediffusion, in Switzerland on casting Co. received an honor medal for its and artist George Kershaw were similarly Swiss Tv and for Kellogg Co. through J. series based on national monuments. KEYT honored for magazine advertising art created Walter Thompson Co. in Cuba, Puerto (TV) Santa Barbara, Calif., and Santa Maria for KMPC Los Angeles. Rico, Mexico, Venezuela, Colombia, El Valley Railroad Co. received honor medals Brotherhood Awards Announced Salvador and Guatemala. for cooperative sponsorship of a high school essay contest. Six television and radio programs received ON CAMERA The top radio program series award, an the National Brotherhood Award of the Na- tional Conference of Christians and Jews CBS -TV reports pilot of its new hour -long encased honor medal, went to Youngstown Tube messages and three network television shows received detective anthology series, Pursuit, will be Sheet & Co. for institutional up the workings of the American certificates of recognition, it has been an- filmed in Hollywood Feb. 23 from live pointing a nounced by NCC&J. Cited top performance of "A Lady Died at Midnight," system, broadcast on daily series. for the honor were CBS-TV's See epi- starring Earl Holliman. Charles Russell will Honor medals for radio program series went It Now for three to Beaver Presbytery and WBVP Beaver Falls, sodes-"Clinton and the Law," "The Puerto produce and John Frankenheimer will di- Pa.; Lipman, Clayre & Michel, San Francisco, for Point of Law series on a number of sta- Ricans." and "The Lady From Philadel- rect series. tions; KMVI Wailuku, Maui, Hawaii; KYW Cleveland; WFIL Philadelphia; WRCV Philadel- phia"; NBC-TV's Hallmark Hall of Fame Walt Framer Productions, N. Y., reports it phia; Standard Oil Co. of California. presentation of "The Green Pastures "; Met- is producing new half-hour live series, WOWO Fort Wayne, Ind., received the ropolitan Educational Television Assn. for Futures Unlimited, featuring young men and top award, an encased honor medal, for its "The Negro in American Life -A Long women who are desirous of obtaining col- Liberty Unlimited single radio program. View "; KARD -TV Wichita, Kan., for dis- lege education or embarking upon specific Other awards for single radio broadcasts were cussion programs on human relations prob- project. given Allen -Bradley Co., Milwaukee, for series lems; WTCN -TV Minneapolis -St. Paul for on WLS Chicago, WISN Milwaukee and WOSH Oshkosh, Wis.; Allis -Chalmers Mfg. Co., Mil- Unfinished Business, and NBC Radio for FILM SALES waukee, for NBC Thomas Alva Edison program; Calvary Presbyterian Church, Cleveland, for The Crisis at Little Rock. Certificates went MGM -TV has reported that more than $1 Religion That Works program on WGAR: Ray to ABC -TV's Dean Pike, CBS -TV's Look Starr, Spartanburg, S. C.; Sun Oil Co., Phila- million in sales of MGM features were re- delphia, for NBC Three -Star Extra Independence Up and Live and NBC -TV's Outlook. Day program; Troop Information Division, Dept. corded in first week of February. Stations of the Army, for The Army Hour program; now airing MGM features total 95. Eight WCAU Philadelphia, As I See It broadcast by AWARD SHORTS Charles Shaw; WCKB Dunn, N. C., radio edi- new markets announced last week: full li- by John G. Thomas; WLOA Braddock, torial CBS Radio and its FBI in Peace and War brary leases to KTUL -TV Tulsa, KWTV Pa., program featuring Blanche Anderson; WSEL Chicago. and Make Way for Youth were cited during (TV) Oklahoma City, KATV (TV) Little Top tv series award was given WBC -TV Bos- ton for Let Freedom Ring, year -long, round -the- National Exchange Club's eleventh annual Rock, Ark., and XEM -TV Mexicali, Mexi- clock program demonstrating that freedom is Crime Prevention Week (Feb. 9 for co, and portions of library to WKJG -TV an invaluable heritage. Other tv series medals -15) were awarded K TV Houston, for Heritage "outstanding efforts in year -round cam- Fort Wayne; KTVA (TV) Anchorage, of Freedom, and WRCV -TV Philadelphia, for Invest in America series. paigning to curb crime in U.S." Network KTVF (TV) Fairbanks and KINY-TV received special award Juneau, all Alaska. The single- broadcast top tv award was for "its generous given E. I. du Pont de Nemours & Co. for contribution of time and talent" and "for California National Productions sales re- "The Last Signer" eposide of Cavalcade of efforts toward crime prevention through ported: Union Pacific Railroad regional pur- America series on ABC -TV network. programs stressing role of citizen in fight- chase Pacific series ing crime." of Union tv film for Other awards were given American Broadcast- Denver, Salt Lake City and Boise; renewals ing Co. for Dean Pike Show; American Tele- ABC -TV Rabbi on WISN -TV Milwaukee cameramen emerged for Silent Service (second series of subma- phone & Telegraph Co., for Wheels; General Motors Corp for program on with four out of seven rine film now in production) included two the American Indian on NBC -TV Wide Wide television newsreel World series; The Greater New York Fund; Lig- awards in annual competition sponsored brewers, Joseph Schlitz Co. (Schlitz beer), gett & Myers Tobacco Co., for Dragnet episode by Wisconsin Press Photographers Assn. Milwaukee, on WNBQ -TV Chicago, and on NBC -TV; Lutheran Church, Missouri Synod, for episode of This Is the Life on large group WBAY -TV Green Bay and Century Importers Inc., (O'Keefe's beer and of stations; NBC -TV for program on American WXIX (TV) Mil- Government -Pursuit of Happiness; Public Infor- waukee also were among winners. WISN- ale), Buffalo, N. Y., and buys of Medic by mation Division, Dept. of the Army, for Opera - TV cameramen won WABD (TV) New York and WTTG (TV) t'on Mercy; Richfield Oil Corp., for Pasadena three firsts and one sec- Municipal Court on KGO -TV San Francisco; ond in competition. Its Washington, D. C., and KTLA (TV) Los WRCA -TV New York, for Report on Civil Rights; winners were Miami. for A Day in Question. Angeles. WTVJ (TV) Charles Lipchow with film on tragic house fire, first in news category, and documentary L. A. Art Directors Name Six Fremantle Overseas Radio & Television Inc., (Modern Treatment of Epilepsy), also first Mexico City office, reports sale of four film For his tv animated film commercial for in that classification: Charles Sciurba, series and two feature film packages to Anheuser- Busch, Jerome Gould of Gould & sound-on-film interview with children at XEW -TV Mexico City. Series included Assoc. received the medal award of the Art Christmas, first in features, and for docu- Gunsmoke, I Love Lucy, Time in for Sports, Directors Club of Los Angeles, presented mentary (Milwaukee Youth), second in that plus series of half -hour Spanish -dubbed Feb. 7 at the club's annual awards dinner group. Additionally, Mr. Lipchow was Hopalong Cassidy films. Features packages, at the Hotel Statler in Los Angeles. Five named "Tv Cameraman of the Year." Other both with Spanish subtitles, are 21 Johnny other art directors and artists also were winners: Donald Heinemann of WXIX, Mack Brown films and 20 Commonwealth honored with medals for what was judged first in sports, and Donald Love, WBAY- features. the best advertising and editorial art of 1957, TV, second in both news and features. Page 56 February 24, 1958 BROADCASTING "%ATs`s television WINSTON -SALEM

rr71. It

,-r L ."-. -- '"'-'-`7", (tot93b `]

*IN THE 75- COUNTY PIEDMONT NORTH CAROLINA AND VIRGINIA MARKET REACHED BY WSJS -TV

CALL HEADLEYREED FOR THE BIGGEST, RICHEST MARKET IN THE SOUTHEAST

BROADCASTING February 24, 1958 Page 57 STATIONS

OK Group Granted New Am TRACK RECORD ON STATION SALES, APPROVALS For Maximum Ownership Limit CHANGING HANDS EraWOMMEMENCRIMIMADMUMIBUINIING Add to the select list of those having the ANNOUNCED The following sales of broadcast actions see FOR THE RECORD, maximum limit of am stations the name of station interests were page 187. the OK Group. That is the goal achieved announced last week. All are subject to FCC approval. WKRG-AM -FM -TV Mobile, Ala. Sold to by Jules Paglin and Stanley W. Ray Jr., Giddens Tv Inc. for $1.05 million by Ken- who only two weeks ago received permis- KVSM San Mateo, Calif. Sold to H. Scott neth R. Giddens and associates. Giddens Tv sion to build their seventh radio station Killgore by Arthur B. Hogan, Albert Zug- includes Mr. Giddens as 50% owner and [FOR THE RECORD, Feb. 17]. smith, Jack Feldman and Frank Oxarart for Mobile Press -Register Inc., 50 %. Press - latest station (WGOK Mobile, Ala.) The more than $600,000. Mr. Killgore's Tele- Register owns WABB Mobile, which has brings the Paglin -Ray ownership to its limit; Broadcasters Inc. comprises WPOW New been sold (see below). Newspaper will also York, KALI Pasadena (Calif.), WKXV lend company $130,000 which will be used Knoxville, WPOP Hartford (Conn.) and to pay other stockholders. WKRG is 1 kw KUDL Kansas City. The Hogan -Zugsmith day, 500 w night on 710 kc. WKRG -TV is group bought KVSM (1 kw day on 1050 kc) ch. 5. Both stations are affiliated with CBS. last summer for $400,000. The transaction was handled by Albert Zugsmith Corp. WABB Mobile, Ala. Sold to Cy Blumen- thal by Mobile Press -Register Inc. (see WESC Greenville, S. C. Sold to Robert A. above) for $150,000. Mr. Blumenthal owns Schmid, station relations vice president of WARL Arlington, Va. (Washington area); NTA Film Network, by Mrs. Christie M. WCMS Norfolk, Va.; KCKN Kansas City, Mitchell for $267,000. Mr. Schmid, pres- Kan., and has a minority interest in WROV ident of purchasing firm, Broadcasting Corp. Roanoke, Va., WABB is S kw on 1480 kc, of the Carolinas, plans to continue with with an ABN affiliation. MR. PAGLIN MR. RAY NTA. WESC operates on 660 kc with 5 kw RAVE -AM-TV Carlsbad, N. M. Sale of the FCC prohibits the ownership of more daytime facility. Broker was Hamilton, Stub- 54% to Edward P. Talbott and others by than seven radio stations to any group or blefield, Twining & Assoc. Mr. Schmid was Nancy and John H. Battison for $43,500. individual. WGOK will be I kw daytime on former vice president of RKO Teleradio Mr. will 900 kc. The Paglin -Ray group began in Pictures. Talbott's interest now be 50.5 %; he also has in broadcasting seven years ago with WBOK a 5% interest the El Paso The Times (KROD- AM -TV). KAVE is New Orleans to which over the years they APPROVED following transfers of (Tex.) have added: KAOK Lake Charles, La.; station interests were ap- 250 w on 1240 kc; KAVE -TV is ch. 6 and proved WXOK Baton Rouge, La.; KYOK Houston; by the FCC last week. For other is affiliated with all three networks. WLOK Memphis and KOPY Alice, Tex. The stations are aimed at the Negro popula- suddenly Tuesday, tion of this area. Mr. Paglin is president having gone to the hos- Sheraton Hotel, the first day opening with pital the night before. of the company and Mr. Ray is executive talks by Mr. Weld on merchandising, and vice president. A vice president of Plough Radio Corp., by WGN -AM-TV executives, including Mr. Burke directed affairs of the Plough - Charles A. Wilson, sales promotion man- Carl director, $6.3 Million Net Earnings owned station until a few hours before his ager; J. Meyers, engineering death. He had gone to a hotel Monday and James Hanlon, public relations man- Reported by Storer for 1957 evening because of difficulty in getting to his ager. On Friday Ben Berentson, head of Storer Broadcasting Co. net earnings for suburban home in the snowy streets. At WGN radio's eastern sales office, spoke on 1957, after taxes, totaled $6,396,164 or midnight he became ill and was taken to the national accounts. Other speakers were Al $2.58 per share on 2,474,750 shares of com- hospital. Field, WGN -AM -TV director of special mon and class B stock outstanding on Dec. Mr. Burke was a native of Marinette, broadcasting services, and Bruce Dennis, 31. Wis. He entered radio in 1930 as sales man- program manager of WGN radio. This was revealed in a comparative earn- ager of WISN Milwaukee. He was trans- ings statement covering 1957, released ferred by Hearst Radio to KTSA San WPEN Entertains 600 -700 Wednesday by Storer Broadcasting. Earnings Antonio and in 1937 to WBAL Baltimore. At Agency Party in New York for 1957 included a net capital gain of $2,- He left WBAL -AM -TV in 1949 to become WPEN Philadelphia arrayed more than a 621,496 from the sale of WBRC -AM -TV manager of WRTV (TV) Asbury Park, score of show business "names" to act as Birmingham, WGBS -TV Miami and KPTV N. J., returning to Baltimore in 1956 to di- hosts to an estimated 600 -700 advertising (TV) Portland, Ore. The company in 1956 rect WCAO. Surviving are his wife and two agency people at WPEN's annual agency had earnings after taxes of $5,517,206, children. party at New York's St. Regis Room Feb. equivalent $2.23 to a share. I I. The talent -aside from WPEN's own The board of directors also declared the Hardesty, Weld Address personalities, who also were on hand -in- company's regular quarterly dividend of 45 Petry, WGN Sales Clinic cluded Patti Page, Guy Lombardo, the Mc- cents per share on common stock and six Guire Sisters, Jill Corey and the Andrews cents on class B stock, payable March 14 John F. Hardesty, vice president and Sisters, among others. Transistor radios general manager of Radio to stockholders of record March 1. Advertising Bu- were presented as prizes to 12 agency peo- reau, and Pete Weld, head of Feature Foods Storer stations include WSPD -AM -TV ple and a caricaturist was on hand to make Inc., merchandising service firm, were fea- Toledo, Ohio, WJW -AM -TV drawings of guests. Cleveland, tured speakers last week at a clinic for WJBK -AM -TV Detroit, WAGA The WPEN delegation at the party, at -AM-TV WGN Chicago radio salesmen and members Atlanta, WVUE (TV) Wilmington, which total attendance was estimated at Del., of Edward Petry & Co., its WIBG station repre- close to 800, included William B. Caskey, Philadelphia, WWVA Wheeling, W. sentative. Va., and WGBS Miami. executive vice president and general man- Mr. Hardesty delivered a special RAB ager; Murray Arnold, station manager; Harold Burke, General Manager presentation Friday following a luncheon John Surrick, sales development manager; address by Ward L. Quaal, vice president Erwin Rosner, general sales manager; Sid Of WCAO, Dies of Sudden Illness and general manager of WGN-AM -TV. Goldstein, controller, and James Kiss, pro- Funeral services for Harold C. Burke, William A. McGuineas, WGN sales man- motion manager, plus officials of Gill- Perna, 58, general manager of WCAO Baltimore, ager, presided over the clinic. New York, WPEN's national sales repre- were held Friday in Baltimore. He died Sessions were held Feb. 20 -21 at the sentative. Page 58 February 24, 1958 BROADCASTING It it's a sport, it's covered by WJR

Most every sport that pits man against man, ball -WJR again beams brightly on many a dial. mountain, or machine, gets its details beast, As an Alfred Politz survey shows: Not only is reported on WJR . .. right down to the last whistle. WJR first choice for play -by -play broadcasts, but In addition to daily sports bulletins, WJR pre- more people prefer WJR for summaries of sports sents "6:15 PM Sports" and "Sports Final," news and scores than the next six Detroit radio the only 15-minute sports shows in the Detroit - stations combined! There's a preference, also, Great Lakes area. "Sports Final" is the last for the products advertised. Letters from listeners complete sportscast of the day and, in this prove it. So do sales. 17,000,000 -person market, it precedes more bedtime dreams than yawns do. And when it Want further proof of WJR's dominance? Contact comes to the real thing -night baseball, special the man with all the facts for success: your events, basketball, college and professional foot- nearest Henry I. Christal representative.

W R Detroit CBS 50,000 Watts RADIO PROGRAMS WITH ADULT APPEAL

WJR's primary coverage area -over 17,000,000 people STATIONS CONTINUED

WINZ Fetes 500 Agency People At N.Y. Get -Acquainted Party More than 500 advertising agency people attended a party in New York Feb. 13 at the Warwick Hotel, hosted by Rex Rand, owner and general manager of WINZ Miami, who brought his station personalities to the get -acquainted gathering. The party's feature, aside from the station personalities was the drawing for door prizes: A trip to the World's Fair in Brussels, Belgium, won by Dick Driscoll timebuyer, William Esty Co.; a two -week trip to Burmuda for Chips Barrabee, timebuyer, Lennen & Newell; a trip to Havana and Nassau for Hal Simpson, another Esty timebuyer. Nine others each won a Magnavox transistor radio; Bill Hinman, media director, GET-TOGETHER at WINZ Miami party for agency people in New York included Lambert & Feesley; Jane Present, timebuy- (I to r) Joe Daly, Lever Bros.; Kirby Brooks, WINZ; Art Pardo'', Foote, Cone & er, C. J. LaRoche & Co.; Bob Kibrick, Belding; Bob Green, WINZ; Bill Hinman, Lambert & Feasley, and Dick Pickett, FC &B. media director, Richard K. Manoff, Inc.; Jim Scanlon, timebuyer, Esty; Catherine Noble, timebuyer, Marschalk & Pratt; Wal- Newsworthy News Coverage by Rodio and Tv ter Teitz, timebuyer, Dancer- Fitzgerald- DATELINES Sample; Bert Hoptt, timebuyer, Young & Rubicam; Bob Wilson, timebuyer, BBDO; ON THE SNOW FRONT -Radio and tv down. He had recognized the men from were Tom Comerford, timebuyer, Young & Ru- again rose to public service heights during the KFAB broadcast and realized they bicam. last week's snow storm by working staffs in his station. Mr. Dunn and the attendant Hosts besides Mr. Rand were Kirby around the clock, relaying emergency bulle- held the men until police arrived. The re- Brooks, Lee Taylor, Ned Powers, Bob tins for local, county and state officials and sult: Two men who had escaped from the Green, John Eastman, newsman Bob other pertinent storm warnings and informa- federal penitentiary at Leavenworth, Kan., Buetel and Candy Lee, the station's mer- tion. were arrested and returned to the prison. In chandising director. Only the news staff and This was pointed up in first reports to another instance, the station broadcast bull- Production Manager Bob Landers stayed BROADCASTING last week from WBAL -AM- etins about Roland St. Cyr, who had escaped behind to "watch the shop." TV Baltimore; WWDC Washington; WEEI from the West Point, Neb., jail, and local Boston; WNBC (TV)-WKNB New Britain, police reported that he was apprehended by Conn.; WINS New York; WFPA Fort farmers in the West Point area who had rec- Payne, Ala.; WGBI -WDAU -TV Scranton, ognized him from descriptions broadcast on Pa., and WHEN Syracuse, N. Y. KFAB. In addition, WEAL reports that its assistant news director, Pete Greer, set up a ANNAPOLIS -Under new Maryland laws, news center in his home at Ellicott, Md., radio and tv stations are able to give cover- where he was stranded. He relayed emer- age to the State Legislature and WIPA (for- gency information to Baltimore from people merly WASL) Annapolis is taking advantage stranded at Bowie Race Track since they of the ruling. Frank Luber Jr., announcer, were unable to call for help because the has been assigned to cover a 30-day session storm had put telephones out of order. He of the legislature and is on hand daily re- also beeped continuous reports to WEAL cording broadcasts from the floor of the from his home. Anne Arundel County house. police got help from Mr. Greer, who relayed PALM SPRINGS -When a Western Airlines JOHN BLAIR & CO., station repre- a request for state police to bring in equip- plane crashed and burned there recently, sentative, will erect a 10 -story office ment to clear roads. KCMJ Palm Springs aired a crash bulletin building on Chicago's North Side at the WHEN beeped eye -witness reports on 12 minutes after police received the report. southeast corner of Michigan Avenue Syracuse's condition to stations in Akron, To keep people away and help speed up the at Erie Street. The completely air -con- Ohio; Rochester, N. Y.; Boston; Buffalo, rescue operations, KCMJ omitted informa- ditioned structure will have 100 feet N. Y.; Scranton, Pa.; Miami; Watertown, tion on the exact location of the crash. The frontage on Michigan Avenue and 150 N. Y.. and its sister station, KCMO Kansas station carried emergency bulletins, gave an feet on Erie with each floor having an City, Mo. eye -witness account of the tragedy and re- area of about 15,000 square feet. A typical emergency run for newsmen of layed beeper reports to its sister- station, John Blair, president of the firm WGBI and WDAU-TV was to a Pocono KRAM Las Vegas, and KNX Los Angeles that represents radio and tv stations Mountain campsite where a troop of Boy and CBS Radio News in Hollywood. throughout the U. S. through its affili- Scouts was marooned. The broadcasters ated divisions, said it is his company's went along on a helicopter mercy hop, help- hope the new building "will develop OTTAWA -This Illinois community was ing drop supplies to the stranded scouts and publicized across the country two weeks into a midwestern advertising center." pictures and tapes bringing back for Scran- ago as a national weekly news magazine The Blair organization will occupy one ton audiences. floor. He said building plans will take picked up a story from WCMY Ottawa into account requirements of advertis- OMAHA -KFAB Omaha's roving reporter, about a crusading newsman. The story goes ing firms for closed- circuit tv and Gregg Dunn, was cruising in a remote news back to November when Ron Wilson, news other special facilities. unit car last week when he noticed two sus- director of WCMY, broadcast that Ottawa The Blair organizations include picious- looking characters. He telephoned Hospital trustees had fired an administrator. John Blair & Co. (radio), Blair -TV descriptions and location to the police, then At the time the managing editor of Ottawa's and Blair Television Assoc., both tv broadcast a bulletin on the station. He lost Daily Republican- Times, Herbert E. Hames representatives. their trail and was driving by a gas station Jr., printed an editorial about the hospital's in the area when the operator flagged him "chronic" troubles. Some weeks later Mr. Page 60 February 24, 1958 BROADCASTING YOUNG IC,1ICCAM9 I<"° Ad vert2svns'

NEW YORK CHICAGO DETROIT SAN FRANCISCO LOS ANGELES HOLLYWOOD MONTREAL

LONDON MEXICO CITY PRANXFVRT SAN JUAN CARACAS

TV commercials need that "extra spin"

Today. commercials that are just "good enough" tation of the selling story and give it added impact. -aren't. It takes a fresh, stimulating idea, novel tech - Those that reach and sell the viewer are usually nique, or extra touch of imagination to make people the commercials that are better than "good watch a commercial and remember it -right up to enough" -that put an "extra spin" on the presen- the counter or shelf of their favorite store.

BROADCASTING February 24, 1958 Page 61 STATIONS CONTINUED PROGRAM SERVICES

Wilson broke the news over WCMY that Selectivision Ready to Show asking U.S. District Court for New Jersey crusader Hames had been fired himself. Its Wired Pay Tv System to restrain WLDB from publicly perform- As citizens mobilized in defense of Mr. ing the songs in the future and to award Hames, his radio collegue tipped Time mag- Selectivision Inc., New York, was set to damages of not less than $250 for each azine on the story, resulting in prominent begin a public demonstration of its system unauthorized performance ASCAP reported. coverage Feb. 10 in the magazine's press de- of subscription tv last Friday in the New partment. York metropolitan area and plans to con- Midwestern Sports Network tinue this effort_ until early April when Formed for Radio Originations BROOKLYN- Mutual will broadcast the regular programming on a paid basis is Formation of a midwest -based public hearings of the Senate subcommittee contemplated. network to furnish feeds of top sports events to radio on juvenile delinquency directly from the A company spokesman said that 12 apart- stations is being announced in Chicago to- hearing chambers in Brooklyn Thursday and ment houses in the boroughs of Queens, day (Monday) Friday (Feb. 27 and 28). The network will Bronx, Manhattan and Brooklyn have been by Eddie Einhorn, former pick up the afternoon sessions live and pro- Philadelphia sportscaster. gram a nighttime tape re- broadcast of high- Mr. Einhorn has set up the Midwestern lights. Sports Network, of which he is managing director, as a cooperative organization to KYNO, KRAK, Rep Fly 62 to Reno originate basketball, hockey, horse racing, golf, track and other sports events. He re- A weekend in Reno was given to 62 ported he has obtained rights to the Na- California agency executives and personnel tional Collegiate Athletic Assn. basketball by KYNO Fresno, KRAK Stockton and the championship games starting March 21. Los Angeles -San Francisco offices of Head- Stations will be charged varying rates ley -Reed Co. Named "Operation Flyball," depending on market size for individual the contingent flew in a chartered DC -6 to as NCAA semifinals, a con- participate in the Nevada resort's recrea- events, such the championship contest. tional facilities, returning late Sunday (Feb. solation game or a The network will pay all line charges, an- 9). nouncing and engineering costs and rights REPRESENTATIVE APPOINTMENTS fees, according to Mr. Einhorn. During the NCAA competition, time will be allotted Imperial Broadcasting System, Southern during each game for nine 1- minute com- J. T. California radio network comprising KPRO SELECTIVISION Inc. President Hamil- mercials, he added. Midwestern plans to Riverside, KROP Brawley, KREO Indio ton (r) and Chief Engineer Wallace Fields follow basketbal with other sports events and KYOR Blythe, has named O'Connell- look over a " Selectivator," the device at- this year. Palmer Co. to represent network in Los tached to the tv set for reception of theatre Mr. Einhorn said he has elicited the in- Angeles and San Francisco, and Everett - programs. terest of some 950 radio stations, most of McKinney Co. to represent IBS in New wired to receive its system and eight them east of Missouri, and has received re- York and Chicago. theatres in those areas will be beaming high- sponses from several outlets. Inquiries should addressed to Midwestern Sports WLLY Richmond, Va., has named Jack lights of popular motion pictures to tv re- be Network, P. O. Box 6962, Chicago 80, Ill. Masla & Assoc., N. Y. ceivers set up in model apartments. The public will be invited to visit the apart- KSAY San Francisco, IUCO Calexico and ments. Skiatron Gets Nod in Santa Ana KPAS Banning, all California, have named Selectivision calls its system an "electronic The city council of Santa Ana, Calif., on Broadcast Times Sales. extension of the local theatre" and claims to Monday adopted a resolution of "intent to have more than 200 theatres throughout the permit the establishment of closed circuit REPRESENTATIVE SHORTS country willing to cooperate in its project. wire tv" within its city limits, accepting Under its system, the local theatre will serve arguments advanced by Jerome Doff, vice H -R Television Inc. and H -R Representa- as a programming center for both feature at- president of Skiatron Tv Inc., which now is tives, L. A., have moved to larger quarters tractions, theatre and sporting events. The authorized to survey the city to determine on 12th floor of Equitable Bldg., at Holly- local theatre will share the proceeds of how to go about introducing its system of wood and Vine. Bill MacCrystall, television revenue derived from Selectivision, though toll tv to Santa Ana and whether to apply for salesman, has joined firm as part of its a precise formula for the division funds a city franchise or a business license. Ski - expansion. of has not been set. atron, whose franchise grant from the Los Companies also have moved to expanded has a price of $10 Angeles city council has been set aside by quarters in Houston and Atlanta. In Hous- Selectivision placed " the decoder a viewer a petition referring the matter to a referen- ton new offices are located at DeGeorge on the Selectivator," Tenta- dum [PROGRAM SERVICES, FER. 17], plans Bldg, 3520 Montrose Blvd., telephone num- must buy to receive its programs. tively, the company has decided upon a price to go after the right to install closed circuit ber is Jackson 8 -1610. In Atlanta, H -R 150% the theatre admission price for toll tv in other cities in Los Angeles and offices are to be located at 1182 West Peach of of one adult as the price for each presentation. Orange Counties. St., effective March 1. As an example, if the local theatre charges $1 for a single adult admission, the Selec- Community Club Opens in Chicago STATION SHORTS tivision price would be $1.50. Selectivision Community Club Awards is opening a new Gross Telecasting Inc. (WJIM -AM -TV clients are required to buy admission "to- sales office in Chicago to cover stations, Lansing, Mich.) board of directors has de- kens" from the local theatre for insertion advertisers and agencies in Illinois, Indiana, clared quarterly dividend of 40¢ per share into the "Selectivator," which enables them Minnesota, Michigan, Ohio, Wisconsin and on common stock and 71/2 it on B common to view the theatre attraction. Missouri. John C. Gilmore, Community stock which was payable Feb. 10 to stock- Club vice president in charge of sales, in his holders of record Jan. 24. Company reports Five ASCAP Members Sue WLDB announcement said that Boyd W. Lawlor 200,000 shares of each series outstanding. Suits for copyright infringement have will serve as midwest general sales manager, been filed against Leroy and Dorothy Brem- based in Chicago. Mr. Lawlor over the past WNBQ Chicago has acquired new (TV) mer, owners of WLDB Atlantic City, N.J., 10 years has served in management, pro- "Chroma Key" electronic device [NET - by five members of American Society of gram and sales posts at WCAU Philadelphia, WORKS, Dec. 30] for use on local color Composers, Authors & Publishers, ASCAP WXYZ Detroit, WLOL Minneapolis and shows. reported last week. The plaintiffs, alleging other stations and as midwest sales manager WSJV (TV) South Bend -Elkhart, Ind., has that four copyrighted songs were performed for the William G. Rambeau Co., station switched from ch. 52 to ch. 28. by the station without authorization, are representative. Page 62 February 24, 1958 BROADCASTING SRTS Offers 'Musi -Que' Library For Radio -Tv Commercials Use A new library of commercial spot music is being made available to radio -tv stations, recording firms and film companies on a "lease and use" basis by Standard Radio Transcription Services Inc., Chicago, it was announced last week. Titled "Musi-Que," the library includes 8 -, 18- and 58-second musical segments for use as background with commercials, weather signals, station IDs or as program fill-ins. The spots feature various moods and themes adaptable for local station use. Some 1,600 sound tracks are included in the Standard "Musi -Que" library. Standard reported it has signed some 20 subscribers for the library, which is tailored for use in radio, television, motion pictures, slide films and recordings. All selec- tions have been cleared for client use, it was stressed. Tv Magazine for Children LIFE TO A new television magazine for children, Tv Junior, is scheduled to make its appearance on New York newsstands tomorrow (Tuesday). The monthly magazine will con- LATE NICHT PROGRAMMING tain listings of tv programs, articles and feature material slanted toward children. Justin "The music was fine," Kates, publisher, said the first issue will be said the critic of the Daily News. sold in New York only but plans are being "One way and another, the show was lots of fun." completed to circulate the magazine in all So went another reaction to WMAL -TV's new policy of major tv markets. live programming in the late night hours ... this time, PROMENADE, a live music show devoted PROGRAM SERVICES SHORTS to dancing, night -club fashion, in the studio, with Capitol Records Inc., Hollywood, has es- Jerry Strong as m.c. It's one more entry in WMAL-TV's tablished two new subsidiaries, bringing now -successful experiment in bringing new life total to nine. Capitol Records International to late night programming ... Fridays at 11:20 p.m. Corp. will handle export to non- manufac- turing associates in 31 countries. Other new And it's only one of WMAL -TV's new, live late -night shows now available for full or participating subsidiary is Capitol Record Club Inc. In- ternational officers: CRI President Glenn sponsorship. Others: E. Wallichs, president; Sandor A. Porges, vice president- general manager; Richard H. Zahm Jr., secretary, and P. Vaughn Bur- NIGHTCAP: Charlie Byrd's quartet: Ann Read; Felix Grant, m.c. dick, treasurer. Capitol Record Club of- Sunday, II :25 p.m. ficers: Mr. Wallichs; Daniel C. Bonbright and John Stevenson, vice presidents (latter TOWN & COUNTRY TIME: country and western music, Elton Britt: will direct club); Robert E. Carp, secretary; Thursday. 11:20 p.m. Walter H. Theiss, treasurer, and Thomas Davis, assistant secretary and treasurer. Mercury Record Corp., Chicago appoints BOWLING: by Washington's top keglers: Wednesday, 11:20 p.m. Henri, Hurst & McDonald Inc., that city, to handle its advertising. Dot Records has released original -cast LP record of Hallmark Hall of Fame production of "Hans Brinker or The Silver Skates," which was carried on NBC -TV Feb 9 (6:30- 8 p.m.). White Rock Records, new Dallas recording company, has been formed by Jim Lowe, where programming comes to LIFE Chuck Duncan and Carl Reeves, all d. j.'s with WRR that city. First release will be maximum power on channel WASHINGTON, D.C. instrumental made by Tommy Hudson and 7 full availability informailon, "The Savoys," who are making their re- AN EVENING STAR STATION ( fur cord debut with "Rock It" and "Walkin' cheek H-R Television, Inc. the Stroll." BROADCASTING February 24, 1958 Page 63 PERSONNEL RELATIONS PROGRAMS & PROMOTIONS AFM CALLS STRIKE IN HOLLYWOOD WGN -TV Gets Hot News From 'Trib' The engineering department of WGN -TV The overall picture in labor -management Producers have objected vigorously to has installed a permanent coaxial relations was somber last week as networks paying 5% of gross tv revenues of pre -1948 Chicago cable from city room of the Chicago and other industry groups attempted to rec- films released to tv and want this percentage the its for the series, First oncile differences with various unions on reduced. The producers also have declined Tribune, affiliate, newspaper's reporters and spe- new contracts. commitments on post -1948 films made Edition. The on the The most drastic action was by the Amer- available to free tv and, eventually, to pay cialists appear from time to time fast -breaking ican Federation of Musicians, which ordered tv. program with developments on Los Angeles Local 47 to strike against The strike apparently will have no effect stories. major film producing companies in Holly- on tv film commercials since the bulk of The program is scheduled for tv im- wood in a dispute centering largely around the music is provided in New York. On tv mediately after the Tribune's first edition payment to Musicians of fees for feature film programs, producers are fairly well goes to press at 5:30 p. m. Edward J. Roth, films released to tv. set for this season and conceivably could WGN -TV program manager, said, "This The Screen Actors Guild was reported to use music sound tracks made in Mexico electronic link will make possible a closer be considering a strike move against the na- or use music libraries if the strike continues working relationship between WGN -TV and tion's producers of tv film commercials. several months. the Tribune in the handling of the latest news for television at this important hour of SAG's contract expires March 1 and an The Screen Actors Guild board of di- impasse has been reached in talks with pro- rectors was to meet in Los Angeles Friday the day." ducers over the past month [PERSONNEL to decide whether it should seek strike RELATIONS, Jan. 20]. authorization from its members. Though Exercises Out, Polkas In on WPOW Network negotiators meanwhile have been commercial producers and SAG have agreed trying to reach agreements with their tech- to meet in Los Angeles later this week, the After a letter was received by WPOW nical unions (National Assn. of Broadcast union apparently feels a strike authorization New York from a listener requesting morn- Employers & Technicians at NBC and ABC will strengthen its bargaining position. ing polka music "to help her dance those and International Brotherhood of Electrical In its original proposals, SAG sought pounds away," the station started program- Workers at CBS). Formal discussions have wage hikes ranging up to 100% and re- ming Pajama Polka Party (Mon.-Sat. 6 -7 ended with NABET but the union was in classification of the use payments system a.m.). Listeners are asked to send snap- the process of submitting NBC's and ABC's governing commercials. Though SAG has shots of themselves doing the polka in their proposals to its membership for ratification modified its demands, producers still main- pajamas. The person who sends in the most [PERSONNEL RELATIONS, Feb. 10]. CBS and tain the union's proposals are "excessive." amusing picture will be given a $25 gov- IBEW concluded negotiations Jan. 31, when The SAG contract has ramifications for ernment bond, WPOW reports. Runners -up the network made what it considered its advertising agencies, whose clients ultimately receive a photo of the show's host, Johnny re- "final offer." Both sides have agreed to must foot the bill, and for networks, who Bud, attired for the morning polka in a negotiate but last week no date was set for deplore any substantial cost increases that nightgown and cap. resumption of contract talks. contribute to the overall expense of using The Writers Guild of America last week tv. Though the SAG contract is made with WAKE Promotes Holiday on Ice opened its negotiations for contracts cover- producers, agencies are signatories and have ing staff news and continuity writers at participated in the New York discussions. A special family night performance of ABC, CBS and NBC and for freelance "Holiday on Ice" Feb. 17 was promoted by writers. WGA reportedly is seeking an WGAW May Cancel Movie Pacts WAKE Atlanta with a "family bucks" campaign. For two weeks before the perform- average 15% increase in wages, plus guar- To Enforce Toll Tv Pay Demands antees covering the "inviolability" of free- ance, the station informed listeners that lance scripts [PERSONNEL RELATIONS, Feb. Writers Guild of America, West, may a certificate worth a discount of $I on tick- 17]. In this latter connection, WGA's posi- pull its screen writer members out of all ets for the show would be sent to those ap- tion is that if a script writer's material is the motion picture studios in November to plying for it. A capacity crowd of 5,000 altered and is then "panned" by the critics, enforce its demands for additional payment turned out despite the coldest weather in the writer is entitled to monetary com- to writers of theatrical pictures which are Atlanta for nearly two decades, it was re- pensation for "damages." The network re- released for use on toll tv. Following reported after the event. action is described as "very cool." The pres- fusal by the motion picture producers to ent pact expires March 31. recognize the writers' interests in this field, Film on Theodore Roosevelt The AFM strike wa:, ordered by the the Screen Writers Branch voted to cancel union's international executive board against WGAW agreements with the movie studios The Defense Dept. has cleared for public major film producers in Hollywood last at the earliest possible legal date, which non -profit showing on television the 25 -min- Wednesday, but the action is not expected WGAW put at Nov. 6, 1958. ute documentary film, "Theodore Roosevelt to affect the production of tv film programs More immediate is the WGAW cancella- -American," it was announced last week or commercials. A formal resolution directed tion of its agreement with Republic by the Theodore Roosevelt Centennial Corn- Local 47 to strike at Columbia Pictures, Pictures, as a result of that studio's release mission, New York. The film was produced Loew's Inc., Paramount Pictures, 20th of a group of theatrical films made after by the Armed Forces Office of Information Century-Fox and Warner Bros. The move Aug. 1, 1948, to NBC -TV without arrang- & Education in cooperation with the cen- was taken by the union after a deadlock in ing for extra compensation for the writers tennial commission and the Theodore Roose- contract negotiations between the Assn. of of the 140 pictures involved [PERSONNEL velt Assn. Motion Picture Producers and AFM in New RELATIONS, Jan. 27]. And in April similar York, which had been underway since Feb. action for the same reason will be taken WDGY to Carry Canoe Race, Game 10. The old four -year contract expired last against a group of unidentified independent Wednesday. producers releasing through United Artists. The Minneapolis Aquatennial, one of An AFM spokesman said the strike was The board of the Tv -Radio Branch of America's largest summer civic festivities, called because unresolved issues over wages WGAW has voted to write letters to tv and WDGY there are co- sponsoring a "Paul and other working conditions persisted stations which have been cutting credits Bunyan Canoe Derby" July 8, in connection throughout the talks. Studio musicians earn from syndicated tv films to make time for with Minnesota's centennial celebrations. $5,000 to $8,500 per year, he added. It extra commercials, pointing out that this The Derby officials are purchasing 100 was reported one major obstacle was that practice is unfair to the program's spon- canoes for the attraction which is expected producers and the union could not agree on sor as well as the writers deprived of their to draw well over that number of teams a formula for fees to be paid to musicians credits. If stations persist, the guild plans from all parts of the world. The teams will on theatrical films released to tv. to notify the sponsors. compete for a $4,000 first prize and prize Page 64 February 24, 1958 BROADCASTING TRADE ASSNS.

money totaling $10,000 will be awarded con- testants for daily laps and drawings. Starting at Bemidji, Minn., the two -man teams will race 450 miles down the Mississippi River to Minneapolis -their arrival being the signal for the Aquatennial to begin. During the 10 -day race the public will be invited to forecast the order of each day's first three canoes and enter in a "Canoe Derby Game." The person submitting the winning combination each day will receive $ 500.

WDGY, KETC (TV) Air Brainstorms The business and industry idea -getting technique known as "brainstorming" has been adapted by WDGY Minneapolis and educational KETC (TV) St. Louis into audience participation shows. In last Thursday's Night Beat, WDGY posed the question, "How can we interest more young people in science careers ?" A panel of educators FIVE broadcasters representing state associations appeared as speakers at NAB's third and scientists were presided over by Night conference of presidents of state groups (story this page). They were (1 to r) Frederick S. Beat's moderator, George Rice, and E. Phil- Houwink, WMAL -AM -TV Washington; Dave Hoss, KFLY Corvallis, Ore.; Hubbard lips Beedon, professor of journalism at Ma- Hood, WKRC Cincinnati, Ohio; NAB President Harold E. Fellows; John W. Jacobs Jr., calester College. Listeners were asked to WDUN Gainesville, Ga., and George Greaves, KBET -TV Sacramento, Calif. telephone immediate reactions to the problem and were given just long enough on the board of managers during the group's an- air to present their answers. State Broadcaster Groups nual meeting in New York. The budget such as can To Take Part in VOD Contest Community problems, "What will be used for radio and tv programming, we do to revitalize downtown St. Louis ?" are I he annual Voice of Democracy contest film production and distribution, broadcast "brainstormed" on the city's educational sta- for high school students returns to its origi- training and research. It was pointed out tion, KETC (TV), each Monday at 9 -9:30 nal all -electronic status this autumn, follow- that last year's budget amounted to $1,190,- is by p.m. The program produced Frank ing decisions by state broadcast association 000 but $95,000 of this sum was a surplus Block Assoc., St. Louis, and moderated by presidents to join NAB and Electronic In- and will be carried over to this year's budget changing Mr. Block himself. A panel utilizes dustries Assn. for use, if needed. The commission is sup- for ideas the rapid -fire technique producing Heads of 40 state associations, meeting ported financially by 21 major constituents on civic questions. Tuesday -Wednesday in Washington under of the National Council and five non -con- NAB auspices, voted to ask their separate stituents, composed of various Protestant NEA Films Public School Report organizations to handle the mechanics of denominations. A film report to the nation on the prob- the project at the local and state levels The Rev. S. Franklin Mack, the com- lems and prospects of public schools will [CLOSED CIRCUIT, Feb. 17]. Over a half - mission's executive director, told the meet- be premiered the weekend of Feb. 28 -March million high school students competed in ing that a study of the role of radio, tele- 2 on 200 tv stations. Titled Satellites, Schools the last contest, with state -territorial winners vision and films in religion is being under- and Survival, the half -hour documentary was given trips to Washington and four national taken by the commission following its produced by National Educational Assn. co- winners receiving $500 scholarships. authorization by the council's general as- with Charles Van Doren, Columbia U. Eng- "While NAB and EIA had conducted the sembly last December. lish instructor, as narrator. Distribution of contest in its early years, U. S. Junior the film is in charge of state education as- Chamber of Commerce joined the two spon- TRADE ASSOCIATION SHORTS sociations and Armed Forces Network. sors at a later date and handled local con- Radio Advertising The film is designed to offset charges that tests in cooperation with broadcasters. The Bureau reports its library the nation's educational system is impotent chamber group withdrew from VOD in pro- has grown to cover about 1,200 radio com- and to show the need for balanced instruc- test when it found NAB and EIA had reg- mercials, representing virtually every type tion. Participants include H. Rowan Gaither istered the contest name [TRADE ASSNS., of advertiser. Commercials have been Jr.; board chairman of Ford Foundation Feb. 17]. The competition is endorsed by dubbed on magnetic tape cartridges approx- and head of the committee that produced U. S. Office of Education and National imately three inches square for use in port- Assn. of Secondary School Principals. the Gaither Report; Sen. Lyndon B. Johnson able play -back machines with which each The two -day state presidents' meeting (D- Tex.); Dr William G. Can, NEA execu- RAB national account executive is equipped. tive was opened Tuesday with a keynote lunch- secretary, and Dr. James R. Killian Jr., Account executives use tapes in presenta- special assistant to President Eisenhower eon talk by NAB President Harold E. Fel- tions to advertisers and agencies. for science and technology and president of lows, who explained the role of business Massachusetts Institute of Technology. Tele- associations in the American system of pri- Advertising Federation of America, Second vate enterprise. FCC Chairman John C. news handled the filming with Richard District, new district organization, has been Doerfer spoke at the Wednesday luncheon Krolik directing. announced and will consist of advertising (story on page 48). clubs in New Jersey, Delaware, Maryland, Gov. Harriman on WINS Series Protestant Group Approves eastern Pennsylvania, Washington, D. C., WINS New York, which last year invited and metropolitan New York. Alfred P. Rex- Rep. Emanuel Celler (D -N. Y.) to become a $1 Million Radio -Tv Budget ford, president, Poor Richard Club, Phila- regular air personality, last week announced The Broadcasting and Film Commission delphia, was named governor, and William "signing" of another politican, New York of the National Council of Churches ap- Donovan, president, Scranton (Pa.) Adver- Gov. Averell Harriman. The governor yes- proved a budget of $1 million last week tising & Sales Club, was elected secretary- terday (Sunday) launched a new series titled to finance Protestant mass communications treasurer. Others will be named at further Dateline: Albany, a report to the voters of operations during 1958. organization meeting in Philadelphia on New York City. The action was taken by the commission's March 8. BROADCASTING February 24, 1958 Page 65 Demonstrated again: On Friday, January 31 and Saturday, February 1, there were two explosions that

shook Los Angeles. One was 2,900 miles

away at Cape Canaveral. The other was When there's Big News only 40 minutes away at Norwalk.

CBS Radio, nationally, and KNX Radio,

locally, covered both events with the speed, Nobody covers it flexibility and depth that only responsible radio - and responsible network radio - can provide.

It's the speed of overage that no other like K medium can match. It's the flexibility of movement and depth of reporting and i 7 L A N TIC "''pm.c .. alysis that only an organization like the

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That's how, on a weekend that shook

Los Angeles, KNX Radio again set

the standards against which all other news

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That's one more reason why KNX advertisers are associated with

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KNX CBS RAM

REPRESENTED BY CBS RADIO SPOT SALES

l.,ee ()r February 24, 1958 BROADCASTINO pp r r , IIIIY iii..1 ti Ì 1 II I Ì "III 'l'MII 1'1 %ISM mril Il 'ill Pill I

A TOUCHY TUNE -UP UNDER WAY

Midway in 1957 the U. S. economy began to ever since the mild "readjustment" or "level- skip a beat here and there. At first the mal- ling off" or "temporary plateau" of 1954. functions were so slight, the misfires so in- As of last week a lot of experts were busy frequent that they were unnoticed in the high- tinkering with the machine. They were agreed speed scream of the most productive industri- on one point: There was nothing basically al- business machine the world had ever seen. wrong; the design was still good; the main By the beginning of 1958 the machine had parts were sound; but some of the components developed discernible knocks. Economists had could be made to work better. C begun to talk of "readjustments," of "leveling Radio and television are two important com- off," of "temporary plateaus." Some even ponents of the U. S. economic machine. The mentioned the unpleasant word "recession." ensuing articles seek to explain how radio and Whatever it was they were trying to describe, tv have been affected by the recent slowdown it wasn't the machine the U. S. had been and how they can help get the machine back riding in a sky's- the -limit production race in high gear. GOOD YIELD IN THE BANK Radio and television time sales reached Radio showed resistance to the business all time records in 1957, according to cycle. estimates compiled by BROADCASTING. Radio's most spectacular trend was found Radio passed the mark for in spot, which jumped a solid 13% from the first time in its history, rising 5% to a $145.4 million to a record $164.3 million. total of $516.4 million. All through television's rise the spot seg- Television time sales showed the smallest ment of radio has shown strength, matched percentage gain in the visual medium's 10- up to 1957 by local radio. The only in- year life, going up only 3.2% while hitting stance of a drop in the steady growth of a record $849.2 million. spot radio was 1954, when it fell to $120.1 The BROADCASTING estimates, based on million. The 1955 spot figure barely held an industry sampling technique that has its own but in 1956 spot scored a thumping 'proved extremely accurate over a long 20.8% increase. The $164.3 million radio period, show that television apparently has spot total in 1957 is nearly 60% above the lost its spectacular momentum and has 1949 level. settled down to a normal rate of growth Local radio's 0.4% gain in 1957 brought now that the station situation has stabilized. its total within reaching distance of the These figures are net time sales -actual $300 million point-actually $298.9 million. time sales after all frequency and promo- National network radio, in recording a tional discounts but before deduction of 9.8% increase over 1956, turned a difficult commissions to agencies, national sales rep- corner. Network totals had been ebbing resentatives and others. fast for eight straight years, the 1956 low Network and spot (national non-network) point of $44.8 million taking the networks television sales each showed an increase of back to the level of the mid -30s. The 1957 4% last year, amounting to $382.3 million radio network time sales totaled $49.2 mil- and $292.4 million, respectively. Local lion. made the poorest tv showing, with a slight Regional radio networks enjoyed a 9.5% 0.2% gain to $174.6 million. advance to $3.9 million compared to $3.5 These tv trends were in sharp contrast million in 1956. to the 19 %, 26.4% and 16.3% gains Details of the growth of radio during the recorded in 1956 by tv network, spot and 1935 -57 period and tv's 1948 -57 expansion local time sales. are shown in tables on the facing page. The Obviously some of the falling away in 1957 radio-tv estimates are based on data tv's rate of expansion was due to the gen- gathered in a survey of a large and statistical- eral business recession that was getting un- ly reliable sample of all classes of stations. derway in mid -1957. This influence was ap- The formula has been used successfully by parent also in radio time sales, but the BROADCASTING since 1935. older medium seems to have emerged suc- Statistical information was audited by cessfully from the difficult years when tele- Sinrod & Tash, Washington certified public vision was in its fastest growth period. accountants.

Page 68 February 24, 1958 BROADCASTING TELEVISION TIME SALES 1948 -1957 These are billings after all frequency and promotional discounts but before payment of commissions to agencies, sales representatives, etc. Figures are those officially reported by the FCC except for 1957 which are BROADCASTING estimates. The FCC report for 1957 will not be available until later this year.

change % change % change % change National from National from from Year from Network previous year non -network previous year Local previous year Total previous year 1948 i 2,500,000 5 6,200,000 8 8,700,000 1949 10,796,000 s 7,275,000 9,460,000 27,530,000 1950 35,210,000 226.1 25,034,000 244.1 30,385,000 221.2 90,629,000 229.2 1951 97,558,000 177.1 59,733,000 138.6 51,304,000 68.8 208,595,000 130.2 1952 137,664,000 41.1 80,235,000 34.3 65,171,000 27.0 283,070,000 35.7 1953 171,900,000 24.9 124,318,000 54.9 88,474,000 35.8 384,692,000 35.9 1954 241,224,000 40.3 176,766,000 42.2 120,131,000 35.8 538,122,000 39.9 1955 308,900,000 28.1 222,400,000 25.8 149,800,000 24.7 681,100,000 26.6 1956 367,700,000 19.0 281,200,000 26.4 174,200,000 16.3 823,100,000 20.8 1957 t 382,323,000 4.0 292,408,000 4.0 174,604,000 0.2 849,233,000 3.2

In 1949 FCC reported only "total revenues" (from time, talent and services) from "network programs" and from business "sold directly by stations." Hence figures for that first year of television financial reporting are not comparable with figures for time sales in ensuing years. t 1957 figures estimated by BROADCASTING.

RADIO TIME SALES 1935 -1957

% change % change National % change % change % change National from Regional from Non- from from from Year Network previous year Network previous year Network previous year Local previous year Total previous year

1935' 39,737,867 L 1 13,805,200 f 26,074,476 f 1936-

1937 56,192,396 41.4 2,854,047 23,117,136 67.4 35,745,394 37.1 117,908,973 48.1 1938 56,612,925 0.7 a 28,109,185 21.6 32,657,349 -8.7 117,379,459 -0.6 r 1939 62,621,689 10.6 30,030,563 6.8 37,315,774 14.2 129,968,026 10.7 1940 71,919,428 13.1 1,869,583 37,140,444 23.8 44,756,792 20.0 155,686,247 20.5 1941 79,621,534 10.7 2,752,073 47.2 45,681,959 23.0 51,697,651 15.5 179,753,217 15.4 1942 81,744,396 2.7 3,444,581 25.2 51,059,159 11.8 53,898,916 4.2 190,147,052 5.8 1943 99,389,177 21.6 6,256,508 81.6 59,352,170 16.2 64,104,309 18.9 228,102,164 20.0 1944 121,757,135 22.5 7,612,366 21.7 73,312,899 23.5 84,960,347 29.3 287,642,747 26.1 1945 125,671,834 3.2 8,301,702 9.1 76,696,463 4.6 99,814,042 17S 310,484,046 7.9 1946 126,737,727 0.8 8,043,381 -3.1 82,917,505 8.1 116,380,301 16.6 334,078,914 7.6 1947 127,713,942 0.8 7,012,689 -12.8 91,581,241 10.4 147,778,814 27.0 374,086,686 12.0 1948 133,723,098 4.5 7,329,255 4.3 104,759,761 14.4 170,908365 15.6 416,720,279 11.4 1949 128,903,467 -3.6 5,994,858 -18.2 108,314,507 3.4 182,144,301 6.5 425,357,133 2.1 1950 124,633,089 -3.3 6,897,127 15.0 118,823,880 9.7 203,210,834 11.6 453,564,930 6.6 1951 113,984,000 -8.5 8,481,000 23.0 119,559,000 0.6 214,519,000 5.6 456,543,000 0.6 1952 102,528,000 -10.0 7,334,000 -13.5 123,658,000 3.4 239,631,000 11.7 473,151,000 3.6 1953 92,865,000 -9.4 5,192,000 -29.2 129,605,000 4.8 249,544,000 4.1 477,206,000 0.9 1954 78,917,000 -15.0 4,767,000 -8.2 120,168,000 -7.3 247,478,000 -0.8 451,330,000 -5.4 1955 60,268,000 -23.6 3,809,000 -20.1 120,393,000 +0.2 272,011,000 +9.9 456,481,000 +0.7 1956 44,839,000 -25.6 3,585,000 -5.9 145,461,000 +20.8 297,822,000 +9.5 491,707,000 +7.7 1957 t 49,232,000 +9.8 3,924,000 +9.5 164,301,000 +13.0 298,952,000 +0.4 516,409,000 +5.0

Nation -wide and regional networks combined. s Data not available. Figures prior to this date not comparable in all categories. 11957 figures estimated by BROADCASTING.

AND COMING UP IN 1958 BROADCASTING February 24, 1958 Page 69 BEAUMO\T PORT ARTHUR ORANGE

PROOF OF PERFORMA OOF O Finest local news coverage. Top local shows. Eight live 34 years of successful Top -rated every day. programs sold locally broadcasting. Most experienced (December, 1957 ARB) since inception. facility in the market. December ARB-Latest Proof of Performance!

KFDM -TV HAS GREATEST SHARE OF AUDIENCE* Sunday through Saturday Noon to 6 P.M. 6 P.M. to 10 P.M. 6 P.M. to Midnight Sign On to Sign Off

*December, 1957 ARB

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CBS /ABC CHANNEL 6 KF DM-TV BEAUMONT PORT ARTHUR ORANGE PROOF OF PERFORMANCE Certified coverage in 20 C. B. LOCKE MOTT JOHNSON Executive Vice President Sales and Operations counties, including all major and General Manager Manager population centers. (NCS #2) AN INTERVIEW WITH ECONOMIST ARNO JOHNSON

SELLING OURSELVES OUT OF A SLUMP Adman's job: Educating consumer up to the living he can now afford

Mr. Johnson, we are interested in what ly overlooked-that you can't have an in- the same habits of life in food as people you think is the economic outlook for the creasing level of productivity and employ- who were in that income group in 1950. Had country for the immediate future and per- ment and utilization of people's skills without they done so you would have had a very haps for the longer range future. having a demand, a market for what we can much more substantial expansion in food I would like to start off with the longer produce. sales. range future because I think the immediate What ways would you suggest for increas- They do gradually. future depends upon that. Now the econo- ing productivity or rather product con- They do gradually, but there is a lag. Now mists have been pretty well in agreement sumption? what the educational force of advertising do is that, on the basis of our past record of in- The most obvious way is the overall form can to shorten that lag-speed up the movement of people into the new concepts creases in productivity, we should have 10 of education of which advertising is a very of how to live in terms of their productive years from now- that's 1968 -an economy important part. Advertising is an educational of some $650 billions of production com- force that stimulates movement to a higher ability. pared with $434 billions in 1957. Now what standard of living. And that is important be- Has the standard of living per capita de- the economists have failed to tell us is that cause of what might be called the "habit clined in the last year or so? the standard of living of our American peo- lag." We've had a disturbing slowdown in our ple is going to have to increase by 50% in With millions of people moving up in in- rate of growth -a slowdown that turned the next 10 years to support such a level of come groups through increased productivity, into an actual decline in per capita con- production. I think that production level 10 you'll find they don't automatically move up sumption in the last half of '57. That slow- years from now is very conservative because their concepts and I'm not talking about down has been going on since the middle it is based on only a 2% increase in pro- gadgets now. The "habit lag" slows down of 1955. It's partly a purposely self-induced ductivity per capita per year over that 10- consumption growth even in basic essentials; slowdown because there was a belief that year period. you can illustrate it in food. we had grown too rapidly, that there was What is the trend of the past 10 years? There has been between 1950 and 1957, excessive consumer demand, which, chasing Well, for the last 17 years-going back to for example, a very definite lag in the step- scarce goods, was causing inflation. And in- 1940 -we have increased our productivity ping up of diet habits as people moved up in flation, as everyone admits, is a very bad per capita each year by 21 %, so when they income. In that period of time we had a thing. are talking 2% that's only 80% as much as doubling of the number of people with A so- called hard money policy was we've had in the last 17 years. There's no incomes of over $4,000. Yet comparisons of adopted in the belief that we were expand- reason why we shouldn't exceed that. With government studies made in 1950 and 1955 ing too rapidly, and that excessive demand increased automation, increased scientific show that as people moved up into these in- was causing inflation. We were guided by knowledge, increased research and increased comes above $4,000, they didn't take on the old orthodox theory that inflation is education of workers, there should be a greater productivity increment rather than a lesser one. But even accepting that 2% a AN EXPERIENCED VOICE year and with the population growing by Arno Johnson, vice president and 1.2% per year, it means that we shouldn't senior economist of J. Walter Thomp- look forward to anything less than a $650 son Co., is a good man to listen to in billion economy in terms of production 10 times like these as witness the following: years from now at present day prices. former president, Market Research But that increased productive ability has a Council; former vice president, Ameri- significance that very few have pointed out can Marketing Assn.; in 1945 received and most people, I think, have overlooked. first American Marketing Assn. award We must increase consumption rapidly over for leadership in marketing; in 1953 re- the next 10 years if we are going to support ceived citation to Hall of Fame in Dis- that level of productivity. Even allowing for tribution for distinguished contributions the increases in plant and equipment to pro- to the advancement of distribution; in duce and give the workers the tools for that 1945 received Michigan State Alumni kind of production, it does mean that we are Award for distinguished service in ad- going to have to increase our standard of liv- vancing human welfare. Graduate, Staun- ing by expanding consumer purchases to the ton Military Academy (1916), Michigan level of $420 billion over the present $280 State (1922) with B.S. in mechanical billion level- that's a 50% increase. engineering, Harvard Graduate School Are you saying we have the productive ca- of Business Administration (1924) with pacity, but we must also consume It? M.B.A. With JWT 31 years. Right, and I think this fact is too frequent -

Page 72 February 24, 1958 BROADCASTING THE WAGON'S 1°4DEò,

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BROADCASTING February 24, 1958 Page 73 MANO JOHNSON CONTINUED stimulate the production needed for a tinue longer because it takes time for these balanced budget. And that simply means things to change. There seems to be a lag caused by excessive demand chasing scarce that instead of reducing selling efforts, if of as much as a year in the effect of changes goods. anything, at this time they should be in- in monetary policy on the consumer stand- But if there were no scarcity for the basis creased. ard of living, and monetary policy was not of the inflation what do the economists today You mean advertising? changed until November 1957. There is no reason about that? Advertising is a part of selling. reason basically why we should continue to One thing. Going back to this decline in go down. We should, actually, have reversed Now there is a very interesting change in consumption, there was no proportionate de- by now, and there is an immediate op- economic thought. Some believe this that cline in advertising during that period, was portunity for a 10% change upward if we inflation was not caused by excessive de- there? do an aggressive selling job. mand, but was actually caused, in part at No, advertising continued to increase, And that 10% could really work magic, least, by lack of encouraging production. but not as rapidly in 1957 as it had in years but here is something which most people Through increased production can you keep prior to that. don't understand. They think wishfully of prices in line, but with down slowing of That doesn't mean that advertising wasn't a balanced government budget, but they production there often is a pressure to doing its job, does it? think that the only way to balance a federal increase prices to protect profits. In other No, it cant be said to be that because government budget is either to increase words, manufacturers faced with declining a there were definite barriers put in the way taxes, which cuts down on purchasing rate of growth, and, therefore a squeeze on of a growing economy. These barriers were power, or to cut expenses. Well, now that is profits, have in many cases had the urge to erected to stem inflation. I mean people a desirable thing cut expenses -but raise prices-which is in itself inflationary. -to couldn't buy houses, for example, because with the changed attitude which we now Unless you can produce at a high level often they couldn't get the financing. Credit face because of the Russian advances in and preferably at an expanding level, you was restricted in a great many areas, and science I think that we have very little op- have very little chance of beating the profit there was a growing belief on the part of portunity to look forward to reduced govern- squeeze, because you are increasingly having people that they shouldn't expand their con- ment expenses. That would mean heavy labor demands which are making labor a sumption, that they were doing a bad thing government deficits unless we increase con- fixed cost which doesn't fluctuate. Unless by buying too much, that they were causing sumer demand and production. you get into a very serious unemployment the very inflation that was taking the money There is magic in consumption. If you that cost doesn't come down. out of their pockets. had as much as a 10% increase in the level You can bring about a decrease in prices Do you feel that the recession will con- of consumer demand in this country within if you cause enough of a depression. In tinue during the first half of 1958? the next year or year and a half, that is, other words, if you cause employment to There is a possibility that it could con- another $28 billion added to our $280 bil- reach a stage where there is a serious decline in demand and distress selling, then you HOW DISCRETIONARY SPENDING POWER GROWS have prices going down. But up to that serious point of distress selling any slow- Income after basic costs up sixfold since 1940 down in demand tends to urge prices to go Spending opportunity has reached up in order to protect the profit level. $173.3 billion Would you call the present 1958-59 situation a re- Disposable Opportunity cession? Income (Billion) $310. We have been in a definite but unneces- Billion 300 sary recession which started early in 1955. Now as a result of that, throughout '56 and '57 we have fallen behind the level of consumer demand which we should have reached in order to meet this production goal 10 years of from now -fallen behind 250 to the extent that we actually have built up a backlog of about $28 billion. That's an awful lot of consumer buying -$28 billion -that we have lost and that we should catch up with. Now with this change in attitute-with a relaxing of the hard money policy, for example, and re- versal of attempts to slow down consumption -I think there is a very good chance Total Disposable Income After Taxes that with adequate promotion, adequate selling and advertising, we could within a year or a year and a half catch up on that 150 \ backlog which could mean as much as a $130. 10% increase in total sales to consumers by oisaeóona $í;ñ14 Ilion S ending Powerry\ 1958 -59. The fundamental long -term basis for a very substantial expansion in our economy is just as sound now as before the slowdown. The need for increased selling 100 \\t and advertising effort is more urgent now $7 &1 than ever. $83.1 Billion Billion How will this increased need for advertis- 527.5 Billion ing and promotion be stimulated? Who's go- Billion ing to do it? 5o Basic Living Costs to Equal I think it has to be through a changed $55 s \\.-...\.._...- 1940 Per Capita Standard attitude and a recognition of the importance Billion $4 .2 of Living for Food, Clothing of consumption on the part of manufac- Billion Shelter turers and producers and even on the part of government. I think they are beginning to recognize it now. I I I I 1 1 There is 1 1 1 1 growing recog- I I I I 1 1 1 1 o 1 I 1 1 1 1 1 nition that expansion in consumption can 1929 40 57 5859

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NBC TELEVISION FILMS -A DIVISION OF CALIFORNIA NATIONAL PRODUCTIONS.P INC. ARNO JOHNSON CONTINUED 1957, higher than people ever dreamed of aggressive, I think, has a very good chance, a few years back. But automobile sales could even in a slowdown period, of pulling him- have closer self into he can beat this lion standard of living, you would so have been and should been to an area where broaden the tax base in this country that 7 million. profit squeeze, because the purchasing power Well, should we expect a manufacturer to is the is increas- you could have a 10% cut in personal in- there, population there- advertise as we go a a ing 3 a it come tax rates, have an increase of de- more into period of at the rate of million year -and a or a recession? comes down largely to a matter of attitude fense expenditures of $2 to $4 billion an- slowdown or slump cause on the of the consumers. nually over what we are spending (which It depends upon what the of a slow- part down or recession is. were a very Is that a firm rate of 3 million a year in- is what they are saying we need) and still if there crease in population? have a balanced budget. The revenue from definite shortage of purchasing power or that level of production and consumption some real basic economic reason why we Yes, that has been it for the last several would be-even at reduced tax rates -some- had to stagnate and not go forward, then years, a little over 3 million a year. That's one might be wise not much adding a Philadelphia to our where in the neighborhod of a $75 billion to throw his money as as revenue to the federal government, which into that pool, but I think the conditions market every year. today are entirely different from Would you expect this growth to con- is more than enough to balance the budget. that. I can show that we have a backlog of tinue? That's the magic of consumption. That's ability to buy, a high level of purchasing There's a reason why it should even in- what can happen because 92% of govern- power. There is an opportunity for im- crease. If you look at the birth rate chart ment revenue comes from two sources-in- mediate expansion of $28 billion in con- since 1940, you will find that from 1940 to come taxes on individuals and income taxes sumer demand. today there has been a very rapid increase. on corporate profits -and both of those are Mass millions have moved up in their We went from some 2,600,000 children very much influenced by the level of pro- levels of income and productivity where if born in 1940 up to 4,300,000 born in 1957. duction and consumption. they were given the chance to produce, they The rapid increase in the number of births Is there a particular part of the economy could increase their consumption. There's started in 1940. Now the beginning of the which is lagging more than some other every opportunity for substantial increases family formation stage -the age groups that part? in consumption, so that anyone who is really begin to get married -is around 18. That's Well, soft goods have lagged for several years, and I think here is direct evidence of this principle of the educational force of MASS MILLIONS RAISE THEIR INCOME LEVELS advertising in the growth or lack of growth of consumption. Between 1940 and 1956, Striking increase noted in average disposable income for example, one of the big major areas of Over $7,500 group to triple 1950 level at end of decade our standard of living, which is food, held Millions of consumption 16.2 very closely to the overall level spending units 1960 Estimated -actually increased its share of the total consumer expenditures from 23% pre -war 13.2 up to 26% now. TOTAL CONSUMER I Disposable Income 12.0 SPENDING UNITS (After Federal Taxes) Now food has been very aggressive in the area of advertising. The food industry has 30 made real progress in packaging, improvement of products and attempts to change 6.6 6.0 the diet habits of people. As I pointed out s earlier, there is still a further opportunity 3.6 for expansion of food purchases if people 2.4 really take on the habits of income groups in which they move. Nevertheless, food, one o of the big advertising areas, did keep up UNDER $1,000 $1,000 to $2,000 52,000 to $3.000 (3.000 to $4,000 54,000 to $5.000 $5.000 to $7.500 OVER $7.500 with the overall economy. Clothing, on the other hand, actually lost 1956 about 2% from something like 811 % of P consumer expenditures to 61/2 % in that same period of time. Clothing and textiles 11.2 have not been advertised nationally on a 10.6 broad mass basis with anywhere near the lo 9.5 same relative intensity as food. And the re- 1.8 tail effort has largely been a price effort 1.3 an educational effort. I rather than think the 5.1 contrast between those two shows what I am 5 -4.5 talking about in terms of education. One has kept up with the economy; the other has not. 0 Is that relationship between advertising UNDER 51.000 S1,000 to $2,000 $2.000 to 73,000 $3.000 to 54,000 $4,000 to $5,000 $5,000 to $7,500 OVER $7.500 and keeping up with the economy -is that true in other fields, too, in durable goods or hard goods? 1950 15 No, durable goods such as automobiles and appliances have been aggressive adver- 12.2 tisers and have gained a larger share of consumer expenditures. They have, however, 10 9.5 been very directly affected by the tight - 8.0 money policy and the credit squeeze in 1956 and 1957. In other words, the backlog of 5.8 consumer demand in there has been held 5- 4.3 back by monetary policies so that advertis- 2.1 ing couldn't entirely overcome that. Automotive sales were at a very high D level even so. They were near 6 million in UNDER $1.000 $1,000 to 02.000 52,000 to $3,000 $3,000 to $4,000 $4 .000 to $5,000 $5,000 to 57.500 OVER 57,500 Page 78 February 24, 1958 BROADCASTING utsokt! och bet visas pa komo-tv"*

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"Wonderful, and it's on KOMO -TV" REPRESENTED BY NBC SPOT SALES ARNO JOHNSON CONTINUED savings along with an increased standard CHANCE FOR BETTER LIVING of living. Productivity, population growing where family formation starts. Obviously How do you do that? those born in 1940 are reaching 18 now. You do that because an increased stand- $650 billion production by 1968 The number reaching 18 each year will in- ard of living increases production, and that crease rapidly in the next few years. It will increases the overall level of revenue to in- (All in 1957 Prices) increase to a level as high as 65% over dividuals and makes possible higher wages today in a very short time. That means we and higher incomes. will have a very rapid increase in family As people move up in income brackets, GOVERNMENT they are able usually to save a higher per- ( and 5650 formations over the next 15 years. cluding Defee)nos enrcr, If I were an advertiser and I wanted to centage of their income. In 1939 when the rate of consumer savings was about 4% of PRIVATE come out with a new product to add to the j/ INVESTMENT products that are now being advertised, disposable income, savings were only $2.9 billion and consumers purchased only $67.6 would this be a good time for me to intro- STANDARD OF LIVING billion of goods and services. Now the con- Total Personal duce it? Consumption sumer income is up over four times what it As good a time as any and perhaps bet- was at that time and consumers have inter than most. I see no reason to hold up creased purchases to $280 billion. Along because we have had a slowdown. Any slow- with this increase in consumer buying our we have from now on New down is purely psy- rate of savings is up to around 7% instead chological. We need the stimulus now of Potential of 4%. $341.1 50% Increase in new and improved products with aggressive Consumption In other words, in terms of actual savings BILLION needed to match advertising to reverse the psychology of the we have gone from a few billions of dollars, productive ability slowdown. unwarranted 2 or 3, up to around $20 billion a year in Aren't personal savings also another indi- savings; and the rate is around 7% of in- cator of the economy? I wonder if you could $221.1 .6S come whereas pre-war it was around only BILLION tell us something about that? 3 or 4 %. So we demonstrated that a higher Personal savings are important. I think standard of living and higher consumer pur- there has been a misconception that per- chasing actually encourage a higher total sonal savings and consumer buying are savings, both in physical amount of savings somehow in conflict. There has been the be- and in rate of savings. lief that there is a fixed level of what the That's important because we have to have consumer has and if you increase consumer savings in order to provide the capital for buying you have to take it out of savings, plant expansion and equipment. or if you have increased savings, you can How much plant expansion do you think 1940 1950 1957 1968 do so only by cutting down on consumer there will be in the next year or two? (3rd Qlr. Rate) (10 Y ear buying. I think that undoubtedly it will slow down Opportunity) Our past history since pre -war has shown from what we had in Based on population growth of 1.7% per year 1956 and even 1957 and minimum increase in production per. capita that the two are not incompatible, that you because again there was a very discouraging of 2% per year. (In 17 years real production per capita grew 2?5% per year. 1990 -57. If that 17- can have both an increased level and rate of attempt to keep expansion in as a year rate were applied, the potential production ure to stop inflation in 1968 could reach $690 to $700 billion at 1957 so a great many of the prices.) MIDDLE FAMILIES DOING WELL expansion plans that were made based on projections of demand have either been minds at least. It is a paper loss, and it has They have a lot more slowed down or cancelled. quite a psychological effect on management spendable income Now if we can demonstrate that demand and on expansion plans. can be expected to expand again, some ex- Average now $5,000; was What about prices of consumer goods and pansion plans will be reinstated or new ones services? Do you think they will continue to $1,458 in 1941 made. But again there will be a lag. It takes rise? time between the planning and the actual 1957 expansion. The consumer price index is around 121.6 Middle Income Family now on the base of 1947 -49. I wouldn't Isn't inventory also a problem? ($4A00 to 56.000) anticipate it going up to more than the index Yes, but inventory has been pretty well of, say, 125, and I think it can be stabilized $5000 Average brought down. It had been building up. before it goes beyond that. Total Income Back in 1955 it had been building up at the The pressure is still on in some areas to rate of nearly $5 billion, and I think that Up 91% Fed.Income Tax cover diminishing profits by increasing for Same some of our monetary policies were justified Standard $4.585 prices -to attempt to make profits on re- of Living Disposable in bringing that down. Now inventories are duced volume or static volume. If as in 1941 Income the being liquidated. From a rate of accumula- volume could be increased, that pressure to tion of $5.7 billion in Basic the last quarter of increase prices would disappear. Living 1956 we dropped to a liquidation rate of Costs In the old days a slump was ordinarily a 1941 $3 billion in the last quarter of 1957. That Middle Income Family signal to start firing workmen, reducing is a change of nearly $9 billion in to the rate. wages and cutting prices. But ($1.000 $1.500) Up Over you can't fire 6 Times Some people think the stock market is a workmen that easily now, you can't cut $1458 Average good gauge of the economy. Do you? wages, so the urge is to raise the price Total Income I don't think the stock market has gen- when the volume goes down. Discretionary fed, Income In $2 Spending erally been a good reflector of the state of Now, with excess capacity, if you can get Power :Basic Living Costs* the nation, particularly not of the mass con- a large enough volume there wouldn't be to Maintain 1941 .Standard of Living sumer market. that urge to raise the price.

-Surplus Income to Is the stock market one of the causes of In other words, the greater the volume of ;Discretionary Spendin the slowdown? production, the more likely that your price Or Savina A slump on the market definitely cuts could be held? . Average Total Income $1458 $5000 down on one form of purchasing power- That's right, as long as we have the ca- 1910 1957puLY) that is, the values of stock. The paper values pacity and no shortages. FOR COMPARISON: of stock on the New York Stock Exchange And you can beat the inflationary cycle or Ave. Weekly Earnings $25.20 $82.99 in Manufacturing lost almost $40 billion in this last slump. pressure? Well, that isn't money directly out of the That's right. Professor Sumner Slichter of *Food. Clothing. Housing and Household Operation pockets of individuals, but it is out of their Harvard U., one of the leading economists, SPage 80 February 24, 1958 BROADCASTING In 1957 the four

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BROADCASTING February 24, 1958 Page 81 ARNO JOHNSON CONTINUED we waited until we got the last possible lion of total advertising per year. mileage out of an automobile, we wouldn't In 10 years, that is? has been saying that many have erroneously have this kind of a standard of living. Yes. believed that all sustained inflation has to As long as you can give human satisfac- What is the advertising per capita? originate with excessive demands. People tion and the human being is willing to pay In 1957 it was $63 per capita. are learning that this is not true and that the for that satisfaction with hours of work for How does that figure compare with, say, attack on inflation through industrial en- this higher standard of living, then it is a 1950? good thing. It is not wasteful. And gineering, product design and better man- so It was $38 per capita in 1950 and $16 obsolescence, as we agement has great possibilities. think of it, can be a per capita in 1940. very favorable thing, so long as it gives the Slichter says the No. 1 problem of the So the per capita advertising consumer happiness and pleasure in having expenditure country has become how to increase produc- is rising rapidly? tion, not how to check creeping inflation. a better styled item or whatever the various Yes, and I think the very fact that ad- He feels that it is important for the human motivations are for having a better United vertising has gone up as it has is one of the a standard of living- that's favorable. States to pursue policy of guns and butter factors in our economy in holding the level by rapidly raising the standard of But, in almost anything you can mention consump- of living where it is. The attitude of man- tion of the people while holding its own in we are far above the bare subsistence level. In food, for example ... the lower the level agement has changed since before the war. military competition. It used to be that advertising was thought Production per se wouldn't bring us up of living the more people live on basic grains to of as an expense, and it was one of the first where we want to be, would it? eaten directly by the person, like just straight rice or straight corn or wheat, and as they things cut out to protect profits, irrespective Well, production per se is an important increase their standard of living they turn of what effect that might have on the future factor, because you can get efficiency of more and more to the protective foods, the growth of the company. production through a higher level of pro- protein foods, which go through the animal's In 1949 we had a great scare that we were duction. And Slichter out he points that cycle. Now that increases the need from going into a recession, and at that time, con- looks upon the Russian advances and the the agricultural standpoint by a ratio of trary to any time in the past, advertising sputnik as a favorable thing for the Ameri- seven to one. In other words, it takes seven expenditures were increased instead of de- can economy because it suddenly shocked times as much grain in the form of turn- creased, and consumer buying increased in- us into a realization that it is production and ing it into meat as it would if you ate it stead of going down. science we will advance in that have to have. yourself, and yet the human satisfaction We soon got out of that recession. It He also points out that in order to carry the and the human level of health is much better didn't turn into a primary post -war de- costs of this matching with Russia we are perhaps if it is put through the higher cost pression. going to have to increase our production mechanism of the animal in dairy We had another experience in 1954. very products rapidly, and I agree with that. and in meat. Again we had fear of a depression. We had We seem to have a new concept of mar- I would like to direct this for a moment to a cut back in production, and the produc- keting in hard goods. I wonder if you might advertising. How big will advertising ex- tion level went down, inventories went down, discuss it. It is this: It is more psychological penditures be this year? but the consumer continued to increase his obsolescence or style obsolescence rather They may be $11 billion. But that's too purchases-not as fast but an increase. Ad- than the physical obsolescence of the item low an increase for the type of sales op- vertising again in '54 was higher than it was involved. portunity we have now with a backlog of in '53, and both times management, instead I think that's a characteristic of our whole $28 billion of additional consumer buying of cutting out advertising at the first threat standard of living. We are so far above a to stimulate. We should think in terms of of recession, actually increased advertising, bare subsistence level now, even in our diets an increase up to $12 billion in advertising and I think that was a strong factor in keep- and in all these things, that we could defer expenditures. Expenditures in 1957 were ing both of those periods out of turning into purchases for a long time. If we waited for about $10.5 billion. the depression spiral so many were worried things to wear out, if we waited and were If we look forward to sustaining the kind about. I hope the same sound reasoning will satisfied with wearing our suits of clothes of economy I am talking about 10 years happen now. until they become really threadbare, or if from now. we should have around $20 bil- In both cases those were psychological ex-

BIG BOOM IN BABIES ENTRANCE OF NEW ADULTS MEANS EXPANDED MARKET 165 0 In 1940 2.3 million were born Steady increase in number since 1951 is shown by chart a Total hit 4.3 million in 1957 From now to 1965, however, total will mount rapidly

INDLA 1933 -100 1957 190 4.3 MILLION INDEX: Number of persons 190 reaching 18 years of age in 1951 =100. 1947

170 38 MILLION 4 135 160

130 150

140 3L1 I MILLION 130 j 117

120 /MI MILLION, 111 108 110 107 105 100 1933 1940 1943 1947- '50 1957 100 2.3 MIN MILLION 1951 1955 1956 1957 1958 - 1959 1960 _ 1961 1965 Page 82 February 24. 1958 BROADCASTING This was Albuquerque

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Here is the nation's newest billion dollar market commands 166 of the 256 quarter -hours of and the nation's 90th market in retail sales - telecasting during each week. still growing at a rate 3 times above the U. S. You cannot afford to ignore this rapidly ex- average. panding market. To reach it and sell it most effectively and most economically, your best In this vital, young market, KOB Radio buys -your only buys -are KOB Radio and and KOB -TV are the undisputed leaders in KOB -TV reaching more homes than any other their fields. media in the area. Pulse shows that KOB Radio leads in all Let your nearest Petry office or a KOB rep- time segments- Monday through Friday, resentative bring you up to date on active - sign -on to sign -off! ARB shows that KOB -TV buying Albuquerque.

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BROADCASTING February 24, 1958 Page 83 ARNO JOHNSON CONTINUED tail on your statement that the standard of a station or parked at an industrial parking living -of buying -has to increase 50% in lot. order to keep up with periences then, were they not, Mr. Johnson? productivity 10 years When you realize that those cases repre- from now? sent some 17 fes, the' consumer did not stop buying, million families in the country as 1 that are in where but the advertiser had the same sort of fears Well, have said, to support a $650 that situation the family car is . . . that he had had back in previous depres- billion level of production, the consumer taken away every working day and when you those families are sions before the war, yet he reacted dif- level, the standard of living would have to realize that ferently. As I say, in pre -war at the first go up from $280 billion to $420 billion. working families where they have the money tilrcat of recession he would cut out what That's a 50% increase. That's the level of to own a second car if they want to . .. and seemed to be areas that could save in ex- consumer buying needed. realize that the wife in most cases apparently is pense. Now I think advertising is increasing- Now you obviously can't get that increase satisfied to be left without a car ... then you can ly looked upon as a very vital force in the by population alone. Population growth is visualize the enormous potential car business rather than an expense. enormous and helpful, but that would only market still to be developed by advertising and Do you think in the period which we are account for about one -third of this 50% in- education. crease we have to have. The other part has If you just took 10% of that group of peo- traveling through now the advertiser is likely ple who a to resist the increasing cost of advertising to to come about through a change in the really need second car each year, him? concepts of living, that is, the real basic per you would add over a million cars a year to increase the there is an ex- It depends on what you mean by resist. capita in the standard of living-a automotive market. Now changed diet, an ample of where the problem is: finding and I think the advertisers and the agencies are improved diet, perhaps more home life, all the things that have to developing the need. taking a real look at costs in terms of effi- do with convenience in the home, the con- What other potentials are there for chang- ciency. In other words, as you always do in venience in foods, all the things that have to ing habit patterns? a period when you've got a profit squeeze, do with greater enjoyment of life. Well, another potential area for awakening you want to make every dollar go just as far It's the changes ideas is in the whole and as it will, so you take a second look at all in the concept and clothing textile field of how to live that are going to have to ac- where I don't think there have been many your recommendations to see whether they count for of that increase other 1/2 signs of awakening yet. That is one the really show the best value and the best like- 1 -the of can be accounted for fundamental items of our living standards lihood of reaching your goal. That is differ- by the population trend. Well, that 2,5 increase which has been slipping, as a share of what ent than just resisting cost increases as such. of that 50% means that we have to do a very substantial people have been spending their money for. In other words, something which the ad- educational job to overcome the habits of It isn't the fact of the utility of clothing; vertiser always does -only he will be doing more of it! people which have been formed during a we could wear gunny sacks, you see, and whole lifetime -for example, diet habits keep reasonably warm. This clothing picture Yes, because there is not the free spend- based on what their mothers taught them. can drastically change if people just thought ing urge; there's the wanting to look to see If they are in a particular income group of this as a part or model of a better standard if you get value received. I think that's the and come up into an area where they could of living as they move up the income ladder important thing. have a different sort of a diet and their in- -to have more changes of clothes or better you that Do think will produce pressures come justifies it, they don't automatically styles, more sports clothes, and things of that for lower rates? change that. So many things are a matter of sort which they don't really need, but which Not necessarily more than you always taste that were acquired under a different they could very well fit into a better standard have pressures for lower rates or at least sort of a way of living. There is a habit lag of living. pressure to justify the rate that you have in in clothing habits-yes, even in automobiles. Here is a tremendous new business oppor- terms of what you can deliver. I don't think You can realize this when you think of the tunity for media associations is it not? any advertiser complains about the rates if way people work now. They live in suburbs Yes, it is an educational job. It is a job he feels he is getting the value out of it-if to such a great extent or in auto distance of changing people's concepts, of changing he feels is a that it doing selling job. from work so that the family car is driven their thought of a way of life. I wonder you would if go into a little de- to work by the man and either parked at END

HUGE NEW MARKET POTENTIAL FOUND IN AUTOMOBILE OWNERSHIP Nearly one out of four families needs second car, offering opportunity for sale of 13 million autos

95% MOWN SINGLE CAROOWN 2 90% CARS-NEED 2nd CAR* "Prime 2.car potential -13 million families where single family Cl, is driven to work regularly every working day leaving other qualified drivers 92% immobilized at home without use of car (23% of total families or 59 of car owning families) 72% 12%

59%

33% 31% 29% 25%

TOTAL SPENDING UNITS INCOME BEFORE TAXES (56,000,000) OVER $7,500 $5,000- $1,500 $4,000- $5,000 $3,000- $4,000 $2,000- $3,000 $1.000 -$2,000 UNDER $1,000 Feb. 1957 (17% of total) (24% of total) (14% of total) (12% of total) (12% of total) (12% of total) (9% of total) Page 84 February 24. 1958 BROADCASTING from 1953 thru 1957

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BROADCASTING February 24, 1958 Page 85 VERY LATEST NIELSEN PROVES IT: WCCO Radio listeners than Minneapolis stations .

Nielsen Station Index for Nov. -Dec. '57 Shows:

SHARE OF AUDIENCE -WCCO Radio is the clear leader with 47.3 %. That's greater than the next five stations combined! (Station total, total day, seven -day week)

DAYTIME DOMINANCE -WCCO Radio is way on top with an average of 52,200 families per quarter -hour. Again, more than the next five stations combined! (Station total, 6 AM -6 PM, Mon. -Fri.) QUARTER -HOUR WINS -In the metro area, where competition is keenest, it's WCCO Radio all the way with 342 first places. That's 21/4 times more than all other stations combined! (Total day, seven -day week) has more the next five

- St. Paul combined!

WCCO Radio Minneapolis -St. Paul The Northwest's 50,000 -Watt Giant Represented by CBS Radio Spot Sales will have much to do with the shape that TWO OTHERS VOICE ECONOMIC VIEWS future takes. Certainly one of the factors bearing on this judgment will be the balance in the news that they read and hear. Let me give you a few examples of what How news affects the economy I mean by balance. While it is true that 4.5 million Americans Dr. Gabriel Hauge, ning of the end of the downturn in our were out-of -work at the last count, more special assistant to the economy." This language hardly seems to than 62 million Americans were reported at President for economic say that an upturn in the economy will work. affairs, addressed the come in March. Improved employment in While automobile sales are well below meeting of state broad- March, reported in April, should consti- expectations, housing starts last month were casting association pres- tute a good sign that the downturn was up 6% and rising applications for FHA idents last Wednesday running out of steam. But, obviously, an mortgage insurance are an augury of further in Washington. This is economy as vast and complex as ours does improvement. his excerpted text. not change its direction abruptly and pro- While purchases of durable consumer ceed to turn around on a dime. goods are disappointing, retail sales generally Personally, I would expect to see the are well maintained and scarcely suggest To a group of Americans in the field downturn slow to a stop during the second that consumers are taking to their storm of broadcasting perhaps an economist may quarter of this calendar year. Thereafter, cellars. venture a comment on the problem of corn - in my judgment, the forces making for an Economic facts, of course, will determine munication in his own field. Let me take upturn should start to outweigh the down- the economic news. Private or public state- as an example last Wednesday's economic ward forces, thus signalling the beginning ments about them will make them neither statement of the President which apparently of a general advance. larger nor smaller. But the balance in which has left some people with the impression I have taken the opportunity here today they are reported and the perspective in that he predicted a business upturn in to analyze a misreading by some people which they are viewed will have much to March. That this mistaken impression was of part of the President's economic state- do with the nature of unfolding economic gathered from his statement illustrates how ment, because of the relevance of effective events. difficult and even hazardous communication communication to the state of confidence. Let me illustrate my point by a recollec- at times can be. The state of confidence is always an im- tion from an earlier day of economic un- Consider what the President said bearing portant factor affecting the state of busi- certainty. I recall sitting at lunch with some on this matter. ness. It will have a key role to play over doctors a few years ago and heard a new First, he stated that indications pointed the months ahead in influencing the course phrase -"iatrogenic symptoms." In medical to the start of a pickup in job opportunities of the economy. parlance this phrase describes symptoms in- in March. On the basis of the existing sched- By the nature of your work in communi- duced in a patient by the way the doctor ule of reporting by the Departments of cations, I know that you have a great in- handles him. The analogy to economics Labor and Commerce, the March figures will terest in this matter. While I believe you is obvious. The nation's economic doctors, become available during the second week should vigorously expose fatuous optimism, both in and out of the government, should of April. It is most unlikely that the Febru- I think you should as vigorously expose conduct themselves so as not to induce ary figures, reported in March, will show unjustified gloom. I know you seek to reflect iatrogenic symptoms in the economy that any improvement over the January figures the true nature of the news from the eco- can only prolong the malaise and delay reported last week- rather the contrary is nomic front. I say this realizing full well the recovery. These doctors can be concerned to be expected. that bad news tends to drive out the good. without being calamitous; they can be care- Second, the President stated that a job Over the next 60 to 90. days, the judgment ful without being callous. pickup in March should mark "the begin- that people form about the economic future END

in this report. We believe that total 1958 Forecast: Slight gains in '58 advertising dollars will be within the range of: (a) $10.1 billion, a 2% reduction from 1957, or (b) billion, 2% over 1957. Richard P. Doherty, received 6.1% of the total advertising pie $10.5 president of Tv -Radio vs. a 5.8% portion in 1956. In 1957 radio had its most impressive Management Corp., be- Television continued to advance in 1957 relative gains in national spot placements fore forming his own with total advertising expenditures of some with network a close second but this strong consultancy was direc- $1.3 billion, an increase of approximately upsurge in national spot flowed chiefly to tor of the NAB Em- 8% over 1956. Tv's share of the all media some 850 stations (about 26% of the total ployer- Employe .Rela- advertising dollar was 12.4% in 1957 com- industry) in the top 85 markets. The revival tions department in pared to 12.2% in 1956. in network revenue meant little additional Washington. Television, though higher in 1957 than yearly income to the majority of affiliates. 1956, was showing signs of softness-smaller All phases of radio advertising -local, increases than normally expected-during national spot and network -should be slight- Total advertising expenditures in radio the last six months of the year and recorded ly (2 %-4 %) better in 1958 than in 1957 and tv will be slightly higher in 1958 than the smallest increase in share of the all- so far as the total industry is concerned. in 1957, with tv's gain running slightly ahead media advertising pie since 1948. This would mean total 1958 advertising ex- of the radio increase. Radio, after a vigorous spring and sum- penditures of approximately $647 million These trends are expected despite the mer, leveled off in the fall and declined to $660 million. present business trend and indications the slightly during the October -December Within this overall radio industry recession will extend fairly well into 1958. picture, period. we expect fully 1,250 to 1,500 stations will All media advertising expenditures Total all -media advertising expenditures show a decrease (5 % -15 %) in revenues. reached all -time highs in 1957. in 1958 should be about the same as 1957, This category includes the radio stations The all -media advertising total rose from with a possibility they will be 1%-2% lower. which depend almost exclusively on local $9.9 billion in 1956 to $10.3 billion in While nobody can accurately predict ad- accounts. We suspect another 1,000 stations 1957, an increase of 4% and an 80% advertising expenditures, however, on the basis will just about hold their 1957 level through- vance over 1950. In 1957 total radio ad- of assumed general business trends, we are out 1958. The exclusive group (750 -950) of vertising expenditures (time, talent and willing to project a realistic range within stations which have a very healthy balance production) approximated $635 million which advertising outlays may fall if general between local business and national accounts which was an 11% rise over 1956; radio business follows the pattern outlined earlier CONTINUED Page 88 February 24, 1958 BROADCASTING Since September 2, 1957, Ralph Renick, WTVJ Vice President in Charge of News, has given a daily editorial on the "Renick Reporting" TONIGHT'S news program. EDITORIAL This pioneering decision by "Florida's First Television Station" has resulted in even greater viewer acceptance of the station's news programs and has given WTVJ a stature that is unequalled in the South A WTVJ daily presentation i Florida community.

WTVJ CHANNEL 4 MIAMI

Basic Affiliate DOHERTY CONTINUED

should show an average rise of approximately 10% to 15% -these are in the top 75- 85 markets of the nation; they attract most of the national spot business and their "local" markets are large enough to produce substantial advertising revenues from home In, Noms,, town merchants. Camtim BROADCASTING In the Dec. 31, 1956, we estimated 1956 television revenue at $910 million. Recent FCC data put this figure at $896.9 million, a variation of 1.46% from our estimate. For 1957, our estimate is that television Gkftk6 broadcast revenue (stations and networks) n was approximately $965 million. This represents an increase of approximately 8% over the 1956 combined station and network figure of $896 million. Our forecast for 1958 tv broadcast revenue indicates an increase (over 1957) to a level of between oQd, $1 billion and $1.025 billion. While these anticipated increases in tv broadcast revenue are smaller than has been true since 1950, it should be borne in mind that American industry generally anticipates no improvement or modest declines. Television advertising should be 4 % -6% better in 1958 than in 1957 for a variety of reasons: In 1957, network tv suffered somewhat from program troubles. In all previous years, network programming offéred progressive improvements in audience appeal. During 1957, there was less advancement in creative programming than in any year since the freeze period of 1950-1953; 1958 network program schedules can be expected to possess more advertiser inducement than was forthcoming in 1957. They Want 'Hard Sell' Tv is a "hard sell" medium and during 1958 advertisers will want less institutional and more "hard sell" of products and services. Tv rates have constantly advanced and during 1957 reached a questionable stage for many stations. Relatively few tv stations will increase their rates during 1958. Thus, tv will become a better cost -per -thousand buy and attract more sponsor dollars. "Local" tv advertising has been on the rise due to at least three situations: (a) greater station sales emphasis at the local levels; (b) improvement in advertising techniques by individual tv stations; (c) cumulative success stories of local tv advertisers. During 1958, tv stations will give greater emphasis to selling and servicing local accounts and providing package plans which fit the budget of local sponsors. Locál tv advertising should rise 12 % -20% over 1957, taking the industry as a whole. Incidentally, local (live and film) programming of tv stations is constantly im- proving. The year 1958 offers a grand opportunity to television because: 1470 K C 1 5000 WATTS 1. Millions will be working fewer hours per week: tv can provide greater entertainment for more listener hours and thus hold public attention for substantially greater periods. 2. The public will be less free with enter- HOLLINGBERY, National Representative tainment spending during 1958. Tv provides, for the great mass, a non -cost medium of re- Page 90 February 24. 1958 BROADCASTING - it's new..

... 1f'5 p hit ...AND IT'S AVAILABLE!

It's KSTP -TV's "HI -FIve TIME," 5:00- On the third day of the show more than 5:45 p.m., Monday through Friday, the 400 high school students (in suits and newest and hottest show in the Northwest. dresses as specified in the rules) showed up With personable Harry Zimmerman as at the KSTP -TV studios to take part in the emcee, "HI -FIve TIME" was set up to Twin Cities' most talked -about show. handle 30 or 40 couples, dancing to the top There are still a few choice availabilities tunes and competing for prizes. But word left in "HI -FIve TIME" and NOW is the travels fast -especially when you spread it time to take advantage of it. For details, on KSTP -TV reaching into 720,126 TV check with your nearest Petry office or a homes in the area. KSTP -TV representative.

CHANNEL' KSTP 100,000 WATT` MINMINNEAPOLIS ST. PAUL BasicSte NBC Affiliate / & áwe4tí t_ Represented by Edward Petry & Co., Inc. DOHERTY CONTINUED

laxation and entertainment. Viewership should rise if local and network programming meets the challenge, with reduced cost -per-thousand to advertisers. 3. Producers and retailers will need positive personalized selling and demonstra- DOMINANCE tion to attract consumer spending and tv can supply the instrument. In practically every line of retail business and manufactur- that produces greater results ing, competition for the 1958 consumer dollar is going to be rough. Businessmen will likely pare their advertising budgets and from your sales efforts in the most certainly scrutinize carefully their various media expenditures. Tv is a top product- moving medium when station man- RALEIGH agement gets down to the realities of the -DURHAM AREA industry and its service to advertisers. The year will expose genuine tv station management for the first time. 4. Tv can satisfy the needs of a worried people better than any other medium of communication. During 1958, the public will be more worried than at anytime since the end of World War II. Employment, paychecks, business conditions, Russian scientific advances-these are but some of the situations which will worry Americans in 1958. No other medium can explore these problems so dramatically and effectively as television. If the tv industry-and networks 48.6 specifically-rise to the challenge television will take on a bigger and broader public magnitude in 1958. If tv's screen of public audience grows larger, the advertiser will SHARE OF AUDIENCE provide more dollars. Obvious storm warnings But recession symptoms can't be ignored. SIGN -ON TO SIGN -OFF Industry production is down 6 to 7 %; steel production is only 54% of capacity, the lowest since 1949, except for periods (ARB, NOV. 1957) of strikes; business profits are off 8 %; unemployment is up to about 4,490,000; average weekly earnings have been moving downward for nine months; personal income has declined steadily since August, reflecting cuts in average weeekly earnings, corporate dividends, business profits and farm incomes; unfilled factory orders have MORE THAN THREE TIMES AS MANY dropped nearly a billion dollars; commodity prices (domestic and world) are at an eight - year low; retail sales were up 1% in 1957 QUARTER -HOUR FIRSTS but this reflects higher prices, with volume Leads Ties Total about equal to or below the 1956 level; freight car loadings in 1957 were 6.1% WRAL -TV 308 14 322 under 1956; home construction was at the STATION "A" 62 7 69 lowest level since 1949. Our 1957 annual forecast [BROADCASTING, STATION "B" 1 1 Dec. 31, 19561 called the turn on the 1957 STATION "C" 98 8 106 business picture, noting enough storm clouds on the horizon to "warrant the logical conclusion that a recession will develop during the second half of the year." Never has there been such unanimity of opinion on the future outlook of business. WRAL -TV Many government economists, bankers, college economists, trade leaders, union officials TOP POWER, CHANNEL 5 RALEIGH, N.C. and financial analysts believe 1958 will experience further declines in the economy. Covering North Carolina from Greensboro to the coast, The only question is how deep and pro- from Virginia to the South Carolina line tracted the recession will become. Optimists predict the slump will be mild and wear it- REPRESENTED BY H -R, INC. self out within another 4-6 months. A hard core of analysts believe it will gather momentum and extend into 1959. Recovery- breeding forces include a vari- Page 92 February 24, 1958 BROADCASTING wNew York's fastest growing radio station

New York

as National Advertising Representatives effective Mar 1 1958

BROADCASTING February 24, 1958 Page 93 DOHERTY CONTINUED

ety of governmental measures -easier credit and money policy; greatly increased defense spending; relaxed credit on home buying and unfreezing of government funds for military housing, slum clearance and cooperative housing. From a realistic viewpoint, it is hard to see how any (or all) of these governmental measures will breed a recovery. They are plus factors which should slow down the recession but in themselves they are not strong enough stimulants to spark a recovery. The full effect will not be felt positively tefore early summer. It is not possible that a major and severe depression could emerge with the comparatively high level of personal income which is anticipated in 1958. The most important force to change this situation would be the cumulative spread of public and consumer pessimism. At present, there are no signs of basic pessimism among the American people. We personally don't believe it will emerge even though a few million persons may worry a bit about their jobs, their it! paychecks, their dividends, their proprietor- is hotter than a 5 -alarm fire, and ALL the ratings prove KYW ship or partnership profits. These worries Latest Nielsen shows KYW with 134% more audience than the next may make them somewhat more cautious two Cleveland stations, 6 AM to Midnight, 7 days a week! and selective in their purchasing but it may also make them more efficient in their work 1st in highest share of audience, 7 AM to Latest Hooper places KYW and the running of their businesses. We pre- 6 PM, Monday through Fridayl dict that administrative and governmental homes, Latest Cleveland 17- County Area Pulse, covering 1,028,000 action will generate business optimism during the latter half of 1958. shows KYW 1st in every 1/4 hour, Monday through Friday! Add these factors to the increased billions KYW is always kindling listener interest and buyer 'action. Right of dollars flowing into missile and military now, our "winter heat wave" promotion has the whole town production (during the latter half of the talking! Without KYW, you're missing the hottest selling force year) and you have the ingredients tö re- in Cleveland and all Northern Ohio. Call KYW's Sales Manager, verse recession. Wallis and he'll start putting the heat on for you! Ed The big picture The 1958 economic picture shapes up like this general business will con- by Peters, Griffin, Woodward -Overall Represented tinue to slide off noticeably during the first Westinghouse Broadcasting half year; a temporary and slight improve- Company, Inc. ment will occur during early spring; the summer will be one of flattening out accompanied by divergent signs of both improvement and declines in various sectors of the economy; mild recovery will be evident by September-November; the overall 1958 index of general business will be 5 %n -7% below that of 1957. If these predictions hold true, the 1957 -1958 recession will equal to any economic setback since the end of World War II. The three imponderables in the 1958 business forecast are: (a) war; (b) global depression; (c) strikes. War, either on a large scale or on a small scale, would launch a rapid and quick revival in business even though it created a pessimistic attitude toward longer range profits and general welfare. The now existing global recession requires serious consideration. Should the majority of free nations experience substantial further declines in their economy, the United States would feel the impact. 'r."141P11111111.1mIl This could be a bad strike year, depending on the outcome of negotiations in the automobile and other important industries. Multiple and protracted strikes would plunge the economy to serious levels. END

Page 94 February 24, 1958 BROADCASTING Dominance in MONTANA

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Phone: Garfield 1 -0716 Phone: Hollyw'd 5 -0695 COMBINATION BUY How tv hypoed agency boom Big, even for Texas! the Television is the biggest thing that ever claim 45.9 %; the top 20, 60.6 %; the top 30, happened in the lives of most major adver- 68.9% and the top 40, 74.2 %. tising agencies. Underscoring the importance of tv to the West Texas Television Network In a brief 10 -year span the budgets and major agencies: tv billing figures reported daily operations of the average agency have by the top 50 represented 9.8% of the undergone a complete change. There's little total U. S. advertising investment last year. IIIlr,la_® resemblance between the 1958 agency and Even discounting possible inflationary tend- the 1948 model, let alone the list of clients. encies in the reporting of some of the top ®®®_nIM1 All this, and much more, has come about 50 agencies, the tv trend of the major agen- CIE®®® " ® because pictures were added to the spoken cy is obvious. electronic word. These major agencies, while wholeheart- 111110:11111 Everything has been going up-advertiser edly embracing tv, still account for consider- E budgets, office costs, number of timebuyers able radio activity. Reflecting a post -tv nn I+tl and research swing from the national blue -chip to a more BNMM account executives, operations and, especially, ulcer- inducing demands for representative spread of the regional and ifice originality and sales expansion. local advertiser, radio in recent years has With tv's emergence in the early '50s as been handled in large chunks by agencies KDUB -TV, CBS, LUBBOCK, TEXAS a primary national advertising medium, the other than the 50 that report top tv -radio billing 316,000 watts and highest tower in West major agency was first faced with the prob- accounts. However these major agencies can claim 25.9% of total radio invest- Texas provides maximum lem of handling increased billing. coverage (20% ments in 1957. This estimate gains signif- Physical evidence of this trend was ap- greater than competing channel) of rich icance when it is noted that local parent all along New York's Ad Row. Many adver- Plains cotton country tiser billing in radio is roughly 35% greater large agencies moved to new and larger than local advertiser investment TV FAMILIES: 150,484 quarters. Others took additional floor space. in television. KPAR -TV, CBS, ABILENE- SWEETWATER Screening rooms sprouted and became part Ten Times Ten of standard equipment. Several top agen- New studios in downtown Abilene plus In- McCann -Erickson, the leading cies installed fully equipped closed- circuit radio -tv creased power (91,200 watts) plus Sweet. agency in 1957, according to the BROAD- tv workshops-McCann- Erickson, Benton & water studios CASTING estimate of last November, had provide grade A coverage and Bowles, J. Walter Thompson, Young & a $103 million combined broadcast billing grade A results in both oil-rich, twin-cities. Rubicam, and Ted Bates (now moving to - $91 million in television and another $12 TV FAMILIES, 87,640. 666 Fifth Ave. and in process of setting up million in radio. Ten years ago, - a closed- circuit system) to name a few. McCann KEDY -TV, CBS, BIG SPRING, TEXAS Erickson had $10.7 What part in this evolution was played million in radio -tv. Over- all billing of the agency Channel 4 is the only Television Station pro- by television? Will the pace continue? then stood at $54 million. viding grade A service in this oil, cattle, The second question can be summed up In cotton area. Muge oil refineries and Air briefly: There is not a shred of evidence other words, M -E's tv -radio billing that will off alone last year was nearly twice the total Force Ban add to income. the growth either level or be stymied in the near future -with one qual- overall advertising dollars the agency han- TV FAMILIES: 65,970. ification: that the advertising economy does dled a decade ago. Tv -radio now amounts to TOTAL TV FAMILIES: 304,091 not go against all predictions and take a per- about half of M -E's overall billing; 10 years ilous dip. The billing predictions for this ago it represented about one -fifth. year point in only one direction -up. Tele- Ted Bates & Co. is tops in spot tv. Its ra- vision Bureau of Advertising estimates the dio-tv billing last year reached $76.5 million. rise in overall tv advertising expenditure will In 1948, the broadcast expenditure handled be approximately 6%. by Ted Bates was a relative pittance -$9.9 million. But even more Billion Dollar Growth telling: Where radio - tv represented about half of Bates' overall How about the growth of tv billings? The total in 1948, today the broadcast media ac- top 50 tv -radio agencies in the U. S. billed count for approximately three- quarters of in $1,025,200,000 tv alone last year, ac- Bates' total billing (see chart). Other agencies cording to the agencies' own estimates show a similar burst in tv billings. [LEAD STORY, Nov. 25, 1957]. The same agencies also serviced $178.4 million in ra- But there are other measurements of tv's dio advertising last year. impact on agencies. Timebuying is an agen- The significance of this $1 billion -plus cy function that reflects the volume of client billing is borne out by preliminary estimates broadcast activity. Benton & Bowles in 10 of the total 1957 advertising investment pre- years shot from 2 to 23 timebuyers; pared for Printer's Ink by the research di- Young & Rubicam had 5 timebuyers a dec- vision of McCann -Erickson and published ade ago, now has 18 and they are supported last Jan. 31. These figures estimate last year's by 26 assistants. A more modest' tv -radio total advertising volume to be bil- KDUB -TV $10.432 billing agency, Emil Mogul Co., had only IUBBOCs. TEXAS lion, television $1.315 billion and radio one timebuyer in 1948 and now has five; K PAR-TV $648 million. ABILENE Grant SWEETWATER Applying the agencies' estimates to the Adv., which placed about 20th in the K EDY -TV total tv expenditure (calculated in terms of list of 50 top tv -radio agencies, increased its BIG SPRING, TUX. total time, talent, production and other timebuying staff from 13 in 1948 to 41 in ,nsIDEN, A GEIL MDR., W D. 'MOW' ROGERS costs), the top 50 tv -radio agencies can 1958. Compton tripled its timebuying staff; NAi'L. SALES MGI.. E. A. '7UEr' MASSET claim to have handled 77.9% of the total BBDO more than tripled its number; Mac - NATIONAL REPRESENIAIIVE. IHE BRANHAM COMPANY tv last dollar year. The top 10 agencies can TEXT CONTINUES ON PAGE 104 Page 98 IEhCtnry 24, 1958 BROADCASTING ESSO RESEARCH works wonders with oil

Cushions of quiet- created for you, from oil

A jungle of noise outside ... an island of quiet within. Asphalt coatings developed from oil by Esso Research help make this possible. Used under the upholstery, one shields riders against noise. Used under the car, another shields bare metal against rust and dents. Whether it's coatings to make cars run quieter and last longer - or fuels to make them run better - ESSO RESEARCH works wonders with oil!

BROADCASTING February 24, 1958 Page 99

to life in living color on the NBC television network NOTICE TO EDITORS -This advertisement currently appears in The text may be used in regular health features, health columns leading national magazines. For more than 30 years, Metropolitan or health reports with or without credit to Metropolitan. The Life has sponsored similar messages on national health and safety. Company gladly makes this material available to editors as one Because of public interest in the subject matter of these advertise- phase of its public -service advertising in behalf of the nation's ments, Metropolitan offers all news editors (including radio news health and safety. editors), free use of the text of each advertisement in this series.

How to be younger than your years

When you meet a grandfather like this who's still "young;' vigorous and active ... even though he's nearly 65 ... you're likely to exclaim, "He certainly doesn't look his age!" The truth is he's what he should be ... and what most of us could be when retirement draws near. Better still, anyone who has reached this age in good health can usually look forward to many more useful years. Although there is no definite point at which one slips into old age, some of us may begin to feel the "wear and tear" of life around age 40 to 45. So, the time to start taking care of your health is before you get along in years. A thorough check -up every year is the surest way to uncover any chronic disorder, such as high blood pressure or arthritis, at its start. Even if your retirement may be 20 to 25 years ahead, here are some things you should do: i. Keep your mind open to new ideas. If you always have something to do tomorrow ... something you want to do ... your mind will be alert, active. Working with and for others -in community, church, fraternal organizations -can also be a deep and lasting source of satisfaction at any age. 2. Select your foods carefully. Your diet should provide proteins for body upkeep and repair, carbohydrates for energy and foods that supply protective vitamins and minerals. 3. Control your weight. Overweight makes your heart, kidneys, lungs, liver and arteries work harder all the time. Overweight also tends to increase your chances of developing diseases of these organs. 4. Try to keep your emotions on an even keel. It is un- healthy to keep emotional tensions "bottled up." Instead we should look for ways to work them out. For some of us just talking over problems with a friend or advisor helps to clear the air. 5. Plan early for your financial security. Get competent advice about your future finances -to avoid "money worries" during retirement.

COPYRIGHT 1!!- M[TROPOLIT*M LIP[ IMUR *NCR COMPANY This advertisement is one of a continuing series sponsored by Metropolitan in the interest of our national health and welfare. It is appearing in two colors in magazines with a total circulation Metropolitan Life Insurance Company in excess of 32,000,000 including Time, News- (A SILTLAL COMPANY) week, Saturday Evening Post, Ladies' Home Journal, Good Housekeeping, Red book, Reader's I MADISON AVENUE, NEW YORK 10, N.Y. Digest, National Geographic, U. S. News.

Page 102 February 24, 1958 BROADCASTING TEN AGENCIES AND HOW THEY GREW Tv's ballooning effect on advertising agencies is pointed up reprinted (rounded out) from compilations of Advertising Age. in these then - and -now capsules covering 10 selected agencies Some of the decade's executive changes are reflected. These in varying size groups. cover primarily agency heads and key media officials, particu- Base year for the comparisons is 1948. The information was larly in radio -tv. Present whereabouts of each 1948 officer is compiled primarily from the agencies themselves. The 1948 shown in parentheses after his name and title he held with total -billing figures, where not furnished by the agencies, are the agency in 1948.

BBDO GRANT ADVERTISING dent; Robert E. Healy, executive vice president; Wil- bert G. Stilson, executive vice president; Frank K. 1948 overall billing -$72.1 million. 1948 overall billing -$37 million White, senior vice president and treasurer; C. Terence 1948 tv -radio billing -$20 million (28% of total). 1948 tv -radio billing -$8 million (19% of total) Clyne, senior vice president in charge of worldwide 1957 overall billing- $210.5 million. 1957 overall billing -$90.5 million tv- radio. Home Office: Anthony Hyde, vice president In 1957 tv -radio billing -$85 million (40% of total). 1957 tv -radio billing -$395 million (43% of total) charge of media, and George Haight, vice president in 1948-6 timebuyers. 1948 -13 timebuyers charge of radio -tv programming. 1958-20 timebuyers. 1957 -41 timebuyers 1947 -13 account executves. 1948 -63 account executives EMIL MOGUL CO. 1957-42 account executives 1958 -199 account executives. 1948 overall billing -$1.2 million Management in 1948: Will C. Grant, board chairman 1948 tv -radio billing -$1.08 million (90% of total) Management In 1948: Bruce Barton, board chairman and president (same); Howard Jones, executive vice 1957 overall billing- $10,250,000 (same); Alex F. Osborn, vice chairman (same); Bernard president (now executive vice president, Madden Keyes, 1957 tv -radio billing -$8 million (78% of total) C. Duffy, president (now vice chairman of board); F. R. & Jones); Harry Holcombe, in charge of radio (now an Feland, chairman, executive committee, vice president actor in road company of "No Time for Sergeants "); 1948-1 timebuyer and treasurer (now deceased); Charles H. Brower, exec- George McGivern, in charge of media (retired). 1958 -5 timebuyers utive vice president in charge of creative services (now Management in 1958: Will C. Grant, board chairman 1948 -3 account executives president); J. D. Danforth, executive vice president in and president; Laurence McIntosh, executive vice presi- 1958 -16 account executives charge of account operations (now executive vice president; John Gaunt, vice president in charge of radio -tv; dent in charge of service); Arthur Pryor vice Management In 1948: Emil Mogul, president (same); account Jr., Reginald Dellow, in charge of media. president in charge of radio (deceased); W. W. Crider, Charles L. Rothschild, executive vice president (same); vice president and assistant director of radio (now with Helene Mogul, secretary- treasurer (same); Myron A. Young & Rubicam, Hollywood); Carroll Newton, manager, MACMANUS, JOHN & ADAMS Mahler, copy chief (now vice president, creative director for air media). radio department (now vice president); Robert L. Fore- 1948 overall billing -$11.3 million man, vice president in charge of radio commercials (now 1948 tv -radio billing- $303,346 (2.7% of total) Management in 1958: Emil Mogul, president; Richard executive vice president in charge of plans board); Lockman, vice president, general manager and account 1957 overall billing: $40.1 million Frank Silvemail, in charge of radio timebuying (now supervisor; Charles L. Rothschild, executive vice presi- 1957 tv -radio billing: $8.6 (21% of total) manager, station relations). million dent; Helene Mogul, secretary- treasurer; Mr. Mahler; 1948 timebuyers Management 1958: Bruce -2 Leslie L. Dunier, vice president, tv- radio. in Barton, board chairman; 1958 timebuyers A. F. Osborn, vice chairman of board; C. H. Brower, -9 president; Edward A. Cashin, executive vice president 1948 -6 account executives NEEDHAM, LOUIS & BRORBY in charge of client relations; J. D. Danforth, executive 1958 -44 account executives vice president in charge of account service; R. L. Fore- Management in 1948: W. A. P. John, board chairman 1948 overall billing -$11.6 million man, executive vice president in charge of plans board; (retired); James R. Adams, president (deceased); Harvey 1948 tv- radio -$4.5 million (39% of total) Fred Manchen, executive vice president in charge of Luce, executive vice president (deceased); John R. 1957 -overall billing -$32.9 million operations and treasurer; Fred Barrett, vice president in MacManus, vice president (now executive vice presi- 1957 tv -radio billing -$14.0 million (43% of total) charge of media; Herminio Traviesas, vice president and dent); Reginald Brewer, vice president -secretary (re- (NL &B does not use ''timebuyer" classification since manager of radio department. tired); Elmer Froehlich, vice president and media di- media people and others at agency are all considered rector (same). buyers.) BENTON I. BOWLES Management in 1958: Ernest A. Jones, president; Mr. 1948- account executives (not given) F. Adams 1948 overall billing-$34 million MacManus; Charles vice president and ex- 1958- account executives ( "four times 1948 ") 1948 tv -radio billing -$13.8 million (40% of total) ecutive assistant; F. J. Hatch, vice president -general manager; Leo Hillebrand, vice president-secretary- Management in 1948: Maurice H. Needham, president 1957 overall billing million -$93.9 Elmer Froehlich, vice and media (same); John J. Louis, vice president (retired); Melvin 1957 tv -radio billing -$54.5 million (58% of total) treasurer; president director; Henry G. Fownes, vice president -general man- Brorby, vice president (same); W. R. Fowler, vice presi- 1948 -2 timebuyers ager (New York); Hovey Hagerman, senior vice president (same); Otto R. Stadelman, vice president and 1958 -23 timebuyers dent- account supervisor; Mark Lawrence, radio -tv vice media director (same); and Allan Wallace, radio di- 1948 -23 account executives president. rector (now vice president in charge of tv -radio com- 1958 -100 account executives mercial production). Management in 1948: Atherton W. Hobler, board chair- MAXON INC. Management in 1958: Mr. Needham, president; Mr. man (now executive committee chairman); Clarence Brorby, Mr. Fowler, Mr. Stadelman, Paul C. Harper Jr. B. 1948 overall billing -$17.85 million Goshorn, president (retired); William R. Baker Jr., ex- and Max D. Anwyl (financial secretary), all vice presi- 1948 tv -radio billing -$1.76 million (9.7% of total) ecutive vice president (now board chairman); H. H. dents and members of the board; James G. Cominos, Dobberteen, vice president and radio director (now 1957 overall billing -$26 million vice president and tv -radio director; Mr. Wallace; John vice president and media director of Warwick & Legler); 1957 tv -radio billing -$13 million (50% of total) C. Scott Keck, vice presdent in charge of tv -radio programs. Walter Craig, vice president and radio director (now 1.948 -2 timebuyers vice president of Norman, Craig & Kummel); M. L. 1958 -5 timebuyers Kiebler, manager of media department (now associate 1948 -18 account executives YOUNG & RUBICAM media director). 1958 -27 account executives Management 1948 overall billing -$75 million in 1958: A. W. Hobler, executive com- Management in 1948: Lou R. Maxon, president (same); mittee 1948 tv -radio billing-$17.5 million (23% of total) chairman; William R. Baker Jr., board chair- Searle Hendee, executive vice president (same); P. C. man; Robert E. Lusk, president and chief executive Beatty, media director (same); Preston R. Pumphrey, 1957 overall billing -$218 million plus David officer; Crane, vice president In charge of media; radio director (now CBS Radio vice president In 1957 tv -radio billing -$100 million (47% of total) T. J. McDermott, vice president in charge of broad- charge of business affairs). cast programming. 1948 -5 timebuyers Management in 1958: Lou R. Maxon, president; Searle 1958 -18 timebuyers, 26 assistant timebuyers Hendee, executive vice president; P. C. Beatty, media COMPTON ADVERTISING executives director; Edwin A. Wilhelm, tv and radio director. 1948 -12 account 1948 overall billing -$22 million 1957 -25 account executives 1948 tv -radio billing -$10 million (45% of total) M

WHY TV FIGURES IN AGENCY MERGERS John Orr Young discourses about some advertising facts of life

John Orr Young, co- founder of Young & all needed to round out the service capacity sultans. We agreed a merger was the fastest Rubicam and now an agency consultant, of D'Arcy's New York office. D'Arcy also way to expand, provided a high grade crea- draws on his long experience to discuss obtained the Gerber baby food account (ap- tive agency in New York such as Cunning - everything from agency mergers to Dr. proximately $2 million), and some of the him & Walsh would be interested in joining Frey in this recorded interview with BROAD- smaller Federal clients. up, thus giving Ivan Hill a New York office, CASTING. Federal gained a strong tv and radio de- and Cunningham & Walsh a Chicago partment, an exceptionally fine employes' branch. Mr. Young, in the field of agency mergers, participation deal or trust and plenty of Executives of each company, with a mini- the problems you have confronted as con- working capital. Each agency strengthened mum of dickering, agreed on a simple sultant to agencies and advertisers have led the other -in talent and experience. Federal merger plan which has benefited both agen- you to this specialty of putting the right was eliminated as a fine old name in the cies from the very start. pair of agencies together to bring greater advertising agency world but Brisacher, Wheeler u - service to the advertiser? most of the Federal execu- -C n tives gained financially and ningham & Walsh That's pretty much it. My experience as inspirationally. This merger somewhat an advertising manager has given me the re- sembled the Ivan advertiser's viewpoint in sharper focus than The most important Hill-C & W get- together. My client was had I lacked this chapter of my business life. clients of Federal recognized again the smaller of the And the experience of pioneering two agen- the advantages of strenghten- two agencies. The Brisacher, New York, the other in Chicago, ed service. I recall that Dan cies, one in Wheeler executives, whom has supplied the agency point of view. In Gerber, a real bright adver- I also had never met, came to recent years I have been responsible for five tiser, analyzed the factors in- New York to give me a his- mergers, all helpful to each of the contract- volved and after visiting the tory of their agency and tell ing parties: St. Louis and New York me of their need of a strong D'Arcy, New York and St. Louis -Fed- offices of D'Arcy decided that New York office. We agreed eral Agency, New York though his account had been MR. YOUNG on two New York agencies Ivan Hill Agency, Chicago -Cunningham conscientiously handled at as possibilities, Cunningham & Walsh, New York Federal, he in the future could receive a & Walsh and another good agency. I shall Brisacher, Wheeler, San Francisco -Cun- substantial plus from the merged agency. not mention the name of the second agency ningham & Walsh, New York and Chicago because they thoroughly muffed the ball Donahue & Coe, New York -Cowan & Ivan Hill Agency-Cunningham & Walsh when I threw the Brisacher, Wheeler peo- Dengler, New York Ivan Hill was a live small agency with ple to them. I then proceeded to Cunning- Donahue & Coe, New York-Kieswetter, a particularly good client, a new advertiser, ham & Walsh, and Jack Cunningham and Baker, Hagadorn, Smith, New York. Sarah Lee Coffee Cake. The client was ready his partners quickly saw the opportunity What was gained by each of the agencies? to expand his advertising beyond the Chi- Brisacher, Wheeler offered for a good branch cago market, and Mr. Hill was ready to ex- or working unit on the Pacific Coast to an Let's take the first merger: pand his services beyond the excellent radio agency like C &W, famous for creativity. job he was doing for the Kitchens of Sarah D'Arcy- Federal Donahue & Coe -Cowan & Dengler Lee. Mr. Hill, whom I had never met, came D'Arcy obtained 35 top agency people, to New York and asked me to act as his con- Donahue & Coe needed a top account Page 104 February 24, 1958 BROADCASTING Warmer Y,ryn,f.xl-Fully am!, Morning ! warmer. w... Wn W ay ..v IS. 1114,04121 I. Page4. THE FARGO FORUM R Edition Moorhead Daily News

VOL. 55. NO. ]% -r','%. 1 FARGO, N. D., WEDNESDAY MORNING, JANUARY 1. 1958 Price Seven Cents N. D. Cash Assets Hit New High 1957 Total NORTH DAKOTA HAS MONEY AND TV HOMES! Is At Least It takes the first 13 cities in the state to account for 50% of its well- spread retail sales. THE MARKET MAKER STATIONS COVER ALL BUT ONE $14 Billion OF THESE CITIES- OVER 90% OF THE STATE. Bank deposits and (oiler c a s h assets of North Dakota residents have reached another all - Urn. high. A year -end survey by T h Retail Sales in North Dakota* TV Homes Fargo Forum -Moor head Da i l y 1st 13 Cities News shows that bank deposits, Market Maker Stations savings and loan accounts. govern- Fargo S 85,585,700 ment bond holdings and o t h e r Minot 58,029,900 liquid assets total at least 11, bit. KXJB-TV 161,530 Grand Forks 50,459,400 Bon dollars. Bismarck 45,705,600 As of Dee. 14. deposits In North Dakota's 153 banks totaled more Williston 37,411,800 KBMB-TV 55,780 than 5699,446.006, an ill limo Jamestown - 23,558,600 high. Devils Lake 18,143,100 KCJB-TV 34,187 This is almost 57 millions. or Dickinson 17,499,600 nearly 9 per cent more t h a n year Valley City 13,373,400 the figure of $642 million KDIX-TV 26,340 earlier. Mandan 11,791,600 At the year's end, government Grafton 9,787,400 277,837* savings bonds held by individuals state over Wahpeton 8,211,700 February 1958 Television Magazine in the totaled $425 mil- Rugby 6,531,700 lion. This is SS million more than a year ago, represented largely by interest. Total 13 Cities $386,090,000 accrued Deposits of the 14 savings and loan associations in the state are Total KCJB -TV NOW HAS A State $723,000,000 estimated conservatively at 100 1957 Retail Sales Tax Figures 1,072 FOOT TOWER TOO! million dollars. Total assets of the associations at their last r ^port were approximately 123 million dollars. Postal savings accounts in the state are estimated at over 15 millions. To these assets are added accounts in credit unions and other forms of savings. THIS MAP SHOWS Bankers estimated that corporals PERCENTAGE OF stock holdings by individuals in- during 1957 as HOMES IN EVERY creased materially residents sought investment t o r COUNTY VIEW- their savings. ING THE MARKET * * * MAKER STATIONS Deposits of Fargo - Moorhead WEEKLY. banks increased substantially during the past year. NIELSEN'S NCS Fargo's four banks reported de- STUDY #2, Summer 1956 posits totaling more than $78 million as of Dec. 14. That is an increase of nearly 12 r 11n,, fythe `"Ilion . 1WJB-tV MeTB-tV

CHANNEL 13 CHANNEL 4 CHANNEL 2 247,000 WATTS 100,000 WATTS 26,000 WATTS MINOT VALLEY CITY DICKINSON

MINNEAPOLIS: Bill Hurley, 300 Roanoke Bldg., FEderal 5 -1341 STATION REPRESENTATIVES: KCJB -TV - KBMB -TV - KXJB -TV - Weed Television Co. KDIX -TV - Hal Holman Co.

BROADCASTING February 24, 1958 Page 105 YOUNG CONTINUED WOTTA sales MAN AMECHE supervisor, which Cowan & Dengler sup- jobs in television and yet might stub their plied in the form of Stuart Cowan Jr., whose toes on some of the comparatively simple father founded the agency with Horace problems of advertising outside the realm Dengler. Along with Mr. Cowan, Donahue of tv. Very few accounts are all television. & Coe acquired the veteran services of When you go to an agency, you expect Horace Dengler and at least two good ac- symmetrical service, not a strong right arm counts. Cowan & Dengler, by merging, dis- and a weak left. continued its antagonistic attitude toward Of the advertising agencies that have tele- 15% system agency compensation. the of vision departments, would you care to men- years had Mr. Cowan Sr. for many per- tion a few that you would honestly recom- large profitable sisted in trying to build a and mend to advertisers? volume of business on the fee system as a substitute for the 15% commission method. I can mention several: Young & Rubicam, Cunningham & Walsh, Bryan Houston, Ted Donahue & Coe-Kieswetter, Baker, Bates, Leo Burnett, Reach McClinton-and Hagadorn, Smith several others in New York, Chicago, Phil- adelphia, Los Angeles, San Francisco, as The latter came to me too late. There was well as a very few in smaller cities. little left of the agency, but Donahue & Coe acquired their president, Sam Baker, and a If you have a client, an advertiser who good account. is especially interested in spot television ad- A star on your staff .. . vertising rather than network advertising, played some You mentioned that tv part what agencies would you consider eligible to A revolutionary radio first! in mergers. How has television been a handle the account? factor in creating the merger trend? Everything's jake when Jim goes Ted Bates, Young & Rubicam, BBDO, to work The smaller agencies do not have, because for your station, spinning the sweetest McCann -Erickson, Compton, Benton & they cannot support, a tv department. Tele- Bowles, Ayer, Dancer -Fitzgerald, Emil is as it is dynamic. It is music from Hollywood east, and person- vision as expensive Mogul, Gumbinner are among the list of ally selling for your local sponsors. a blue -chip game for the most part, and the keen spot users. smaller agencies usually can't play. There THE JIM AMECHE SHOW is a dynamic comes a time when a client of the small What do you think of the media com- new concept in broadcasting - the oppor- agency needs television service or when the mission system? tunity to add a nationally famous star to agency loses an account to some agency The 15% system in my opinion has been with good tv ideas and personnel, and the one of the foremost reasons for the growth your staff in a disc jockey show so complete agency, like many another without a tv set- of advertising and American business. and high-quality that you, your listeners up, belatedly learns that it had better in- Without attempting to comment on the and sponsors will think he's working right vest in tv or merge with an agency which forthcoming Frey Report as a whole-be- next door in Studio A. has adequate tv service. cause I haven't seen it as yet -therefore, Clients as a whole are not likely to under- what the findings or opinions of Dr. Frey If you want to spark up your schedule and stand the economics of the agency business, may be, whether the status quo or an ap- give local advertisers the testimonial value and they may feel a bit of a let -down in proximation of it, I am not in a position to when say. The report may indicate that the agency and proved personal salesability in the their enthusiasm for their agency they find it lacking in tv, the great modern compensation method of the future may voice of a master of Radio, better call for medium. The client might ask his adver- have to undergo a radical change. However, Jim Ameche! tising manager -"Why hasn't our agency Dr. Frey does not seem to be the radical a good tv department? Are they behind the type. He will have to come up with brilliant If you need new, a top-rating feature at procession in the agency business ?" This is and provable conclusion if he is to convince lowest cost, there are up to 18 tape re- one reason why smaller agencies merge into many of us that there is something better corded hours a week of THE JIM AME- larger agencies -to have the benefit of an than the 15% system (15% plus fees) of agency compensation. He will have to have CHE SHOW available. If you need the already strongly established television and radio department. something capable of doing more for the most flexible package ever offered . . . advancement of advertising than the 15% With the increasing importance of tele- adaptable to hour strips, 3 method has accomplished that accom- 2 or -hour blocs, that this is likely to -and vision would you say plishment, very or marathon weekend programming... bet- trend toward mergers? to a important extent, is create a stronger responsible for America's leadership ter call for Jim Ameche! in Yes, it's one of the important reasons manufacturing, distribution and high stand- Why not call for Jim Ameche ... before why there will be more mergers. ard of living. A commission of 15% on a large account your keenest competitor does. It's exclu- What are others? is usually enough to enable the agency to sive in the market, of course. Call now- The increasing cost of doing business. It costs more money to operate an agency than pay for distinguished and high -priced talent formerly -and important economies are -Creative, management, selling and con- thereby serving as an incentive to the possible by means of merger. tact- agency to give the client the best, not the How do you advise advertisers who are niggardly or mediocre. At least that is how, looking for new agencies -do you take into within my personal experience, two fine consideration first the tv department? agencies have grown, one of them sensa- LANG -WORTH Not necessarily, television doesn't always tionally, as a result of receiving enough in come first. It has been a deciding factor in commissions to permit a superlative serv- FEATURE PROGRAMS, INC. many switches by advertisers. On the other ice. If each job for our clients had to come 1755 Broadway hand, some agencies specializing in tv and through negotiation and the price brought New York 19, N. Y. radio may be out of balance, may not be as down to a competitive bid, advertising and well equipped in manpower in other depart- sales promotion could not have grown to Producers of "RADIO HUCKSTERS & ments as they are in tv. Some television and such potency and the client's sales un- AIRLIFTS" Station Commercial Service radio men are not thoroughly experienced doubtedly would have suffered accordingly. advertising men. They may have skipped the In another agency where I worked but early stages of advertising. They may have was not an owner, my boss cut his com- been entertainers, m.c.s, or filled technical mission from the standard 15% to 10% and

Page 106 February 24, 1958 BROADCASTING Are You COVERFI] RURAL MARKET at the 1p LOCAL LEVEL?

The Greatest Success Story .. of Radio's resurgence is the astonishing growth in local radio billings during the last two years... to wit: 1955, $272 Millions -1957, $372 millions ... an increase of $100 millions or 37.% ... and do you know that you can enjoy the tremendous advantages of local radio by utilizing KEYSTONE BROADCASTING SYSTEM which offers you local radio IMPACT over a network of more than 1,000 stations or any portion of that network that suits your special needs.

We'll be glad to tell you the whole exciting story! Send for our New Station List ... write

Send for our new station list CHICAGO NEW YORK LOS ANGELES SAN FRANCISCO III W. Washington 527 Madison Ave. 3142 Wilshire Blvd. 57 Post St. STate 2 -8900 ELdorado 5.3720 DUnkirk 3 -2910 Sutter 1 -7440 IrAeysione TAKE YOUR CHOICE. A handful of stations or the network ... a minute or a lull hour -it's up to you, your needs. MORE FOR YOUR DOLLAR. No premium cost for individualized programming. Network SYSTEM. 4: coverage for less than some "Spot" costs. BROADCASTING ONE ORDER DOES THE JOB. All bookkeeping and details are done by Keystone, yet the hest lime and place are chosen lar you.

BROADCASTING February 24, 1951 Page 107 YOUNG CONTINUED

lower, and he made more money for the agency than better agencies then and today make on 15% because we did virtually nothing for the client except write and design ads, evaluate media, and check and pay for space mostly in magazines. No "merchandising" service, virtually no sales promotion of any sort, came from the agency. My boss left those things for the now AtnQriea's client to handle. We could have done it better but the client thought he could save money by doing such work under his own roof. Even so, the client became a multi- millionaire -and the agency also made several millions from a start of practically zero -and a very few and very small clients. One of the small ones was Campbell's soup. This advertiser's success, combined with Does Outdoor Advertising fit into your media strategy? Then the personal fortune of the agency owner, is budget ample funds for Spot Radio, America's No. 1 Outdoor the only case of the kind I have personally encountered, whereas I have observed hun- Advertising medium today. dreds and participated in dozens of adver- As an agency executive recently put it: "Radio today is not tising successes accomplished under the 15% only the biggest outdoor medium, but the new outdoor poster." system where the agency supplied full serv- Coppertone, Good Humor, General Motors Acceptance Cor- ice: marketing, research, sales promotion - poration and major oil companies are among scores of advertisers the works! Either a higher commission than setting new 15 %, or 15% plus fees, looks like a better sales records by reaching outdoor America through value for advertiser, for agency and for the spot - saturation in the new leading outdoor medium - RADIO. continued development and health of advertising. Today, 16-2/3% and more is charged for work which would not be profitable at 15 %. The smaller agencies who try to make a profit on small accounts have to charge as high as 20 %. But 15% is still the general standard and is adequate for handling whopper accounts unless the client demands and the agency gives in to the idea of sup- plying free marketing and free research services to his client. A very small account in a very small agency -a one -man or a Mr. and Mrs. Duz ( "Duz does everything ") combination who together do everything in the agency on a small overhead, yet lack a modern organization, if they are highly creative and work hard, can make a good living and enjoy life in the minor league. How do you think the compensation system could be Improved? I know you want -YtLi 1 the agency to get more money, but from c~`- -:. - where would they get it? ..' il` They would get it in higher fees. For instance, some agencies possess real marketing brains and experience to the extent that they effectively supplement the work of the client's top executives in planning improvements in product, package, sales promotion, research, total marketing concept. They A charge extra for this know -how and ex- 0M pensive service. While some clients want it 37,000,000 CAR RADIOS keep motorists free, most good agencies feel the laborer is in touch with local news and local weather worthy of his hire and insist on being paid and with the sales messages of advertisers using at least cost of time and travel. Incidentally, local radio, another name for Spot Radio, top outdoor selling force. this age -old term, "marketing," is being dis- covered for the first time by some agencies. OVER 20 MILLION Marketing used to be called by a variety of PORTABLES purchased since 1945 enable outdoor America to make terms such as "merchandising," "sales pro- Radio part of any outing on beach, at park or in motion," "market research," and "product today's millions of pleasure -craft on the water. research." But now it's "Total Marketing," and it is just as important as correct raw

CONTINUES ON PAGE 112

Page 108 February 24, 1958 BROADCASTING No.! Outdoor Advrntiing Medium

These major- market stations have standout V I''t1 f WAGON records for sales to the DIAL 850 ON YOUR gigantic radio audience, CAR RADIO both in and out of home. Since this ad first ran a year ago Americans have bought 15,000,000 more sets.

New York WABC Chicago WLS Los Angeles KFWB Philadelphia WFIL Detroit WXYZ Boston WHDH San Francisco KGO Pittsburgh WWSW St. Louis KXOK Washington WWDC Baltimore 'WFBR Dallas -Ft. Worth KLIF -KFJZ Minneapolis -St. Paul WDGY Providence WPRO Seattle KING Houston KILT Cincinnati WCPO Kansas City WHB Miami WQAM New Orleans WDSU Portland, Ore .KGW Norfolk WGH Louisville WKLO Indianapolis WI BC Columbus WBNS San Antonio KTSA BY SPECIAL ATTENTION to tastes and needs of outdoor America, alert Spot Radio programming Tampa WFLA dominates out -of -home listening. As illustrated above left, many stations send mobile request wagons to Albany -Schenectady-Troy WIRY pick up listener - requests at beaches and parks. Above, typical beach -scene at Atlantic City where -as Memphis WMC at most beaches - portable radios keep advertisers in contactt with outdoor crowds. Phoenix KOY Omaha WOW Jacksonville WJAX Knoxville WNOX Wheeling.. WWVA Nashville WSM Binghamton WNBF Fresno KFRE Wichita KFH Tulsa KRMG Shreveport KEEL Orlando WDBO Savannah WSAV Bismarck KFYR Represented by

F,IIO GALLOwM SIX MILLION PLEASURE CRAFT make boating America's top family- participation sport, and provide advertisers with an outdoor audience of millions reached only by Radio. For a day on the water, the portable radio is essential as lunch -basket or fishing gear. To and from the water, much travel is on highways where no poster can be seen. But the car radio enables driver and passengers to read the Spot Radio message "loud and clear" night or day. In -home or out -of -home, America has Radio always at hand.

BROADCASTING February 24, 1958 Page 109 36

48 33 32 56TH 21

16 4

31 GRAND CENTRAL

42 42ND `'r

40TH

The myth of ul Madison Avenue NEW YORK ADDRESSES OF TOP AGENCIES AGENCIES HEADQUARTERED OUT OF NEW YORK McCAN N- ERICKSON GEOFFREY WADE 1 485 Lexington Ave. 6 East 45th St. Chicago

YOUNG & RUBICAM TATHAM -LAIRD LEO BURNETT 2 285 Madison Ave 3 East 54th St. Prudential Plaza

J. WALTER THOMPSON NORTH ADVERTISING GRANT ADVERTISING 3 420 Lexington Ave. 6 East 45th St. 919 N. Michigan Ave.

BATTEN, BARTON, DURSTINE & OSBORN GARDNER ADVERTISING NEEDHAM, LOUIS & BRORBY 4 383 Madison Ave 29 9 Rockefeller Plaza Prudential Plaza 0 WADE GEOFFREY TED BATES NORMAN, CRAIG & KUMMEL 5 630 Fifth Ave. 30 488 Madison Ave. 20 N. Wacker Dr.

BENTON 8 BOWLES DOHERTY, CLIFFORD, STEERS & SHENFIELD TATHAM -LAIRD 6 666 Fifth Ave. 31 530 Fifth Ave. 64 E. Jackson Blvd. NORTH ADVERTISING LEO BURNETT KUDNER AGENCY Room 1459, Merchandise Mari 7 677 Fifth Ave. 32 575 Madison Ave. EDWARD WEISS DANCER -FITZGERALD -SAMPLE BRYAN HOUSTON 360 N. Michigan Ave. 8 33 730 Fifth Ave. 347 Madison Ave. KEYES, MADDEN & JONES COMPTON EDWARD WEISS 919 N. Michigan Ave. 625 Madison Ave. 34 460 Park Ave. GORDON BEST 228 N. LaSalle St. FOOTE, CONE B BELDING FULLER & SMITH & ROSS 10 247 Park Ave. 35 230 Park Ave. EARLE LUDGIN 121 W. Wacker Dr. WILLIAM ESTY EMIL MOGUL 11 100 East 42nd St. 36 625 Madison Ave. Detroit KENYON 8 ECKHARDT DONAHUE & COE CAMPBELL 12 37 1270 Ave. -EWALD 247 Park Ave. Sixth General Motors Bldg. N. W. AYER & SON OMacMANUS, JOHN & ADAMS MAXON INC. 13 30 Rockefeller Plaza 38 444 Madison Ave. 2761 E. Jefferson Ave.

SULLIVAN, STAUFFER, COLWELL & BAYLES KEYES, MADDEN & JONES MacMANUS, JOHN & ADAMS 14 477 Madison Ave. 39 4 West 58th St. Bloomfield Hills, Mich. 0 D. P. BROTHER CAMPBELLEWALD GORDON BEST General Motors Bldg. 15 488 Madison Ave 040 (No New York address) LENNEN & NEWELL GUILD, BASCOM & BONFIGLI St. Louis 16 380 Madison Ave. 41 515 Madison Ave. D'ARCY ADVERTISING CUNNINGHAM & WALSH E ALESHIRE Missouri-Pacific Bldg. 17 42 COHEN 260 Madison Ave. 41 East 42nd St. GARDNER ADVERTISING CAMPBELL -MITHUN DOYLE, DANE, BERNBACH 915 Olive St. (No New York office) 43 20 West 43rd St. Minneapolis MAXON INC. OGILVY, BENSON & MATHER 12 East 53rd St. 44 589 Fifth Ave. CAMPBELL -MITHUN 1300 Northwestern Bank Bldg. GRANT ADVERTISING 45 WARWICK & LEGLER 711 Third Ave. 230 Park Ave. Philadelphia 21 , GREY ADVERTISING AGENCY D.D P. BROTHER 430 Park Ave. 46 Fifth Ave. N. W. AYER E. SON 0 Washington Square PARKSON ADVERTISING EARLE LUDGIN 22 400 Park Ave. 047 (No New York address) San Francisco RUTHRAUFF & RYAN 23 ERWIN WASEY, GEYER ADVERTISING GUILD, BASCOM & BONFIGLI 711 Third Ave. 48 595 Madison Ave. 130 Kearny St. D'ARCY ADVERTISING FITZGERALD ADVERTISING 430 Park Ave. 49 (No New York address) New Orleans NEEDHAM, LOUIS 8 BROR&Y RAYMOND SPECTOR FITZGERALD ADVERTISING 730 Fifth Ave. 50 445 Park Ave. Lee Circle Bldg.

OBRANCH OFFICE

Madison Avenue, running 5.7 miles up cartographers and cab drivers think of it as Broadway and other streets are spotted with the eastern side of Manhattan, isn't really a street. agencies. an avenue, or even a street. Madison Avenue is the mythical capital And if any more proof is needed, a It's a state of mind. of the advertising business -especially the scanning of the Top 50 billings tells this Fewer than one -third of the top 50 broad- advertising agency business. That's the way financial story: The 11 agencies head- cast advertising agencies are located on this the trade thinks of it. In the public mind it quartered on Madison Ave. (the other three "Agency Row." The others are all over the has become the synonym for advertising. are branches) placed only a third of the island (see map). Some, headquartered in An overwhelming majority of Manhattan total radio -tv billings of these 50 in 1957- other cities, don't even have branch offices advertising agencies aren't anywhere near $376 million of a billion -dollar -plus total. in New York. Madison Avenue. By tradition, Madison Avenue has been Like Pennsylvania Avenue in Washing- Only 14 of the agencies that made BROAD- mythical capital of the members of the ton, Fleet Street in London and Hollywood CASTING'S Top 50 in broadcast billing last American Assn. of Advertising Agencies, & Vine in Los Angeles, Madison Avenue year [LEAD STORY, Nov. 25, 1957], are itself located on a non -Madison spot- describes a way of life. Only postmen, located on Madison Avenue. Fifth, Park, Lexington Ave. BROADCASTING February 24, 1958 Page III YOUNG CONTINUED

materials, an efficient manufacturing plant spot the strengths and weaknesses. There or thorough distribution. are no two agencies exactly alike. When I Do you think marketing service may find something really distinguished and fine bring increased income to agencies? and strong, I am happier than when I find tragic weaknesses. Oftentimes the agency Yes, if agencies know their costs and only needs a new point of view, a clearer have the fortitude to charge proper fees. I mental outlook, to bring new inspiration and imagine there are some constructive ideas ambition. The fewer heads that have to along these lines Dr. Frey's in final report. roll, the better I like it. I have always en- Some advertisers may actually resent an joyed hiring more than firing. agency blossoming forth as a great market- acted ing expert, feeling that this is not the func- Apparently then you have at times tion of agencies, that they were not selected as a managerial consultant to an agency on because of marketing skills but do a fine repairs within its own house? creative job, good media analysis, and may- Many times in the past, and some today. be some odds and ends of "merchandising," Can you identify certain basic principles but not big marketing thinking. The agency which would guide you either in making a that is able to render complete service - diagnosis of an agency for purposes of im- superlative creative service, dynamic market- proving the agency-as a consultant of the ing know -how, sound media recommenda- agency itself-or for purposes of recom- tions and strong tv work-is the agency of mending an agency to a client? IS A the future and the one that will be well When I say "diagnose " sounds as if paid and probably prove a better value for -it there must be something radically wrong than an agency who operates on the client with the agency. That usually isn't the case. a low price or free service basis. Wirmer Even a strong agency can be unaware of Do you think then that agencies will go minor faults and benefit by an outsider's IN THE too deeply into marketing? perspective if that outsider has some dis- PIEDMONT Most clients welcome it as a plus- service. cernment, the right kind of experiences and They are likely to think, "Our agency is is in possession of a good sense of values. CAROLI NAS really showing a new concept of our busi- But are there certain things that you are ness opportunity. We have no jealousies. Go able to identify as principles which should to it, and give us this extra thing that you've be present in an agency which you recom- 1,788,361 PEOPLE* been talking about and we'll give it a trial at mend to a client? WITHIN THE WSPA -TV 75 MILE AREA your price. If it works, it can be a bargain Yes, strength throughout all departments for us." is something to look for and hope for. I Unanticipated extra costs can sneak into have served in practically every department client services, yet a wide- awake, conscien- of an agency and I know departmental IT'S BIGGER THAN tious agency wants to do everything he can operations. Each department has its individ- do for his client. He wants to hold the ac- ual problems, be it broadcast, art, copy, pro- ATLANTA 1,557,764 count and have it grow. Therefore, he wants duction, contact, new business administra- to rate as important as possible in the client's tive or executive. BIRMINGHAM 1,427,783 estimation. Sometimes an agency will rush I just mentioned "new business." I find in service -wards and spend more money that agency heads frequently are either too NEW ORLEANS 1,260,360 than is justified by income, yet the agency good at selling their services or woefully dislikes going to the client and admitting, lacking in this department. Some top sellers HOUSTON 1,226,924 as I did once, "In our zeal to serve you, Mr. are low on service ability. I prefer to rec- Client, you and I, your agent, have made ommend an agency that makes a good MIAMI 699,103 your account highly unprofitable. I ask you presentation of its service and evidences to share our problem. I want you to pay proper ability and flexibility to do a top we are render- CHANNEL 7 more for the extra services service job after he lands the account. An ing." And he did! agency may have a ball-of-fire salesman who IS THE FIRST AND Well, let's name accounts. For example, may not know what to do with an account would you consider General Foods a good after he gets it. He may be able to hire some ONLY VHF STA- profitable account to handle? good service talent and he may not. But good selling is as important to a big agency TION COVERING THIS GIANT I think General Foods' success as an ad- as to a little one, because both large and vertiser these 32 years with Young & Rubi- small advertisers have a way of changing SPARTANBURG - GREENVILLE cam and Benton & Bowles pretty well an- agencies. Recent changes, notably Chester- swers your question. They have made great field, Coca-Cola, Buick. SUPERMARKET WITH CBS. contributions to advertising history and to client- agency relations. When you're recommending an advertiser to an agency, where does your con- Counted population Mr. Young, I understand that you consultant fee come from -the advertiser or A.D. Ring and Assoc. sult with advertisers and sometimes help the agency? 1950 Census. them choose their agency. From the agency. Yes, I carry water on both shoulders. I When you recommend an agency act as consultant agencies and advertisers, to an to advertiser? and have had no difficulty in serving both. the advertiser. Otherwise I How do you pick an agency for an ac- From would count? be causing myself a load of embarrassment, WSPA-TV to say the least. I first take a sort of X -ray view of the in- GEO. P. HOLLINGBERY What about your personnel activities? NATIONAL REPRESENTATIVES nards of the agency. I have had to learn agency anatomy. I have learned how the Well, for a good many years I did critter is built, what makes it tick. By ex- quite a lot of personnel work, but now I amining the vital functions I can usually can't afford to spend as much time on this Page 112 February 24, 1958 BROADCASTING KIR N FOR TIMESBUYERS` HOUSTON, TEXAS 50,000 WATTS 740 KILOCYCLES

Represented Nationally by PETERS, GRIFFIN & W00DWARD *See ANY Area Survey YOUNG CONTINUED

good one is available at the right price? Yes, I do. And here is, I believe, a good example. The Bryan Houston agency has an account called Mapo Breakfast Food. The agency's broadcast department was alert enough to find a certain type of show which had been created by an outside organization. The agency hired the organization to work with them to produce one of the most delightful commercials I have ever seen and heard. The product does not yet have national distribution but it is well on its way, territory by territory. The agency won another client, largely on the strength of the Mapo commercials. You're saying you think it's all right even for a major agency that has thousands of dollars worth of talent within its shop, when it comes to commercials, programs, packages, to go out of the shop? No, not always on commercials. They'll frequently do them in the agency-on film or live. But if there's something exceptionally good available outside it might be good judgment on the agency's part to buy it. How do you determine whether an advertiser should go to a big advertising agency or a small one? Well, the first thing you have to determine about any agency is-is it just Mr. & Tv too expensive for smaller agencies to handle Mrs. Duz, or is it 4 people, or 20-or 250, or a thousand? You have to determine how activity as I used to. My consultation work until it became a big one. As we grew, we many groups there are to choose from, .and mergers have lessened my personnel ac- had to do more and more hiring of special- groups that are really doing good work. tivities by supplanting an important amount ists. Maybe the man- and -wife combination has of time which I formerly gave to personnel I know a young copywriter who is a sort a textile or soft goods account and doing a work, that is, creative and executive per- of reluctant specialist in cigarette copy. He good job on it. Maybe that's adequate serv- sonnel. I still do personnel work for clients has had six or eight years of trying to say ice for this particular client and he is happy. who have me on an annual retainer for gen- something different and better and newer But generally you have to determine whether eral consultation work. I welcome resumes about cigarettes. He has done well in in- there is a good team of four or five that is by mail-and for one purpose-to have a come, considering what a limited subject it available and capable of giving the kind of stockpile of talent data in my office, so that must be. If one could talk of the merits of service the particular type of advertiser when one of my clients says: "We need a nicotine and tars, it wouldn't be so. This needs for his type of problem. And you have marketing man or a tv producer or a crea- bright creative man is in danger of being to determine whether the agency is actually tive director, an art director, copy chief marked as a "tobacco man" unless he suc- in shape to take on a new account and or group head for a cosmetic account, or ceeds in landing in a broader field. whether they run the chance of losing an food or automotive " -I can go to the file How can he escape? old client because of attenuated service and dig out the right man or woman. Either caused by their devotion to the new account. I suppose he will just have to persist un- I or my assistant later interviews the job This can mean eventual trouble for til some agency sees in him the versatility the seeker to study his personality and obtain agency and affect all their accounts. and ability I believe he possesses. The his references. agency chosen may be the size of a basket- Doesn't this suggest, then, that Do you take job seekers as clients? agency ball team, or the size of a football team, or management is tending to suppress talent? it may be a small army consisting of many I seldom break my rule, which is not to Understand, please, that I don't particu- groups. But the main thing is whether the accept a fee from an individual. I charge larly like this specialist thing, but it's here agency has a group that can really produce for interviews with agency executives re- in the big agencies and exists in for the specific advertiser. garding agency problems. the minds of big agency executives. They say: "We I take it you're not impressed by bigness There seems to be a trend among agencies have to have a 'drug man' or we want a in itself? to ticket people with a specialty from which 'food man' or a 'textile man' or a creative Not unless the bigness is they either cannot escape or those who are experienced the direct re- man in hard goods or soft sult of quality work. looking for talent refuse to let them escape. goods. We want to be able to tell our client Do you feel For example, you might know of a chap that we've got Bill So- and -So, who did the that bigness seems to be the growing who is outstanding on a particular type of famous X campaign. We will proudly put situation in the agencies, and if so, does bigness, package -goods advertising. What chance has him on your account, Mr. Client." consolidation, mergers, crea- he of being chosen for handling some other tion of larger and larger agencies tend to Pd like to extend that specialist kind of product or idea? Are people getting thing in suppress the creative part? another direction. At big advertising agen- too narrowly confined as specialists? No, I don't think so, because cies as well as at small ones, it seems me a big agency to is a group Most agencies have to specialize to a that the actual of groups. It is possible for a big creative departments in tele- agency certain extent. The big agencies usually have vision are going to establish high standards of per- out of their own group and formance a certain number of specialists whereas the buying packages from specialists. for its groups, although some are agencies need men who bound to be more competent than others. smaller can double Yes, they are. in brass, who can do whatever is to be done Would Claude Hopkins be apt to emerge in the agency. A former partner of mine and Do you approve of this? from one of the big agencies of today? I used to do everything in a small agency Of buying a "packaged show" when a I get your point, and I must confess that Page 114 February 24, 1958 BROADCASTING Move over, Kilmer, we got work to do.

After all the poems are recited about individual trees (like cost- per -M's and top-shows -in- market and quarter- hour -wins and sets -in -use and coverage -area and merchandising -aids and total -homes -in -area and

height-of-antenna and network -affiliation and mail - pull), you have to take a look at the forest.

In Eastern Iowa, WMT -TV is the fore -est* station.

WMT -TV Channel 2 Maximum Power CBS Television for Eastern Iowa National Representatives: The Katz Agency, Inc.

*This contorted figure comes to you through the eouttesy of WMT -TV, whose national representatives will be delighted to show you oak trees, mahogany trees, strip trees and shoe trees. as well as the forest.

BROADCASTING February 24, 1958 Page 115 YOUNG CONTINUED

Mr. Hopkins, my old boss at Lord & Thom- creative writing-but maybe he can. Ray- I haven't the slightest idea. Kudner is one as, might not have been happy as a team mond Rubicam was a great creative man of the few agencies I feel I don't know. The member because he was such an individ- who learned how to train other men to be exit of Buick must be quite a strain on ualist. as good as he-but at the sacrifice of per- organization morale. They had the account Well, assuming this type of man existed sonal creativity on his part. Leo Burnett is 22 years or something like that-and they today, not in his full maturity but as a another highly creative individual. It will be know that clients are likely to leave when younger man in his development years, interesting to see how much actual creative sales are down. So why be surprised at would he be as apt to spring into promi- work Mr. Burnett can do as his agency con- Buick's change? The advertising and the nence from a BBDO? tinues its astonishing growth. Maybe with quality of the car ran along just about even his organizational setup and Richard Heath, with each other. Well, Charlie Brower, the new president president, carrying a big load, Leo may be was a top creative man. He prob- And some of the old Buick copy has been of BBDO, able personally to create themes and even title by demonstrating his Detroitish -probably client influence. The ably earned the write an occasional ad. creative ability over the years in that good big, big pictures of a big, big car, and such agency. He said in a recent interview that What do you think will happen to Kudner typical slogans as "Better Buy Buick" were he still loves to write copy. Very few pres- now that they've lost the huge Buick ac- characteristic of old- fashioned automotive idents of big agencies are able to do much count? Do you think they will merge soon? advertising. More modern copy ideas could have made Buick more of a glamour name. Are you a consultant to Young & Rubi- cam? This is beginning to sound like a Mike Wallace tv interview! No, I am neither con- WMAY Leads the sultant nor stockholder and haven't been for WAY years, but I've probably devoted more space ALL DAY in Springfield & Central in my news letter, Better Advertising, to Young & Rubicam than any other agency Illinois because I think they lead the big agency procession in quality. c WANT PULSE PROOF? How do you judge good advertising? By results, primarily, and Pulse, Inc. (Sept. 1957) says WMAY holds the by the inven- tiveness, the creativity employed, the in- NUMBER ONE spot every triguing qualities of the ad to attract and QUARTER HOUR, convince readers and viewers-to get it from 7:30 AM to 6 PM (end of survey). read or to keep us from dialing it out on our tv or radio set. Also its ability to build a PULSE proves WMAY has: definite product image and /or corporate image over a period of time -not just bright 58% MORE listeners than Station B copy, although brightness is essential. It . must convince. Too much copy doesn't 355% MORE listeners than Station C get beyond brightness. in home and out of home! Do you think the Frey Report is a con- WANT your ad campaign to have the HYPO structive contribution to the agency business and advertising as a whole? of a HIGH HOOPER? What IS the Frey Report ? I hope it does a lot of good for advertising, but the Hooper (Oct. -Nov. 1957) says WMAY has: hors d'oeuvres they served at Atlantic City 44% MORE listeners than Station B some weeks ago was about all Dr. Frey could then say. The work not being ready, 157% MORE listeners than Station C about all the good doctor and the Assn. of National Advertising could do was to whet -OR-- the appetite of the advertising public and let us chew on that in anticipation of a full Maybe you WANT a NOTABLE and nourishing meal to come. NIELSEN? [Editor's Note: The Frey Report is to be released this week; see LEAD STORY, page A. C. Nielsen audience circulation study (NCS 27.] places WMAY FIRST in Springfield and #2) What do you think of Prof. Frey's state- FOURTH in the entire State of Illinois, exclud- ment that one of the two areas especially ing Chicago! needing attention is the working relationship between agency and client? CHOOSE YOUR SURVEY ... WMAY An ever -present problem. A rupture or ALL OF 'EM! strain of the relationship is usually the RANKS FIRST WITH fault of both the agency and the client. Usually the agency isn't any more to blame LOWEST COST PER THOUSAND, TOO! than the advertiser. The client really needs to know how to deal with an agency just as much and maybe a little more than the agency needs to know how to handle a WMAY . . . 970 client. I do, however, think it's the agency's represented by John E. Pearson Co. fault if the client continues in ignorance of his obligations to the agency. The head of the agency ought to have a good heart-to-

Page 116 February 24, 1958 BROADCASTING 1 't ,4lil WM 414, 1'11010' ¡t We're first, but... WHO WANTS TO ARGUE ABOUT

jWe, 3%2 PER Channel 'ENT KFJZ'TV

It seems there's a new champ born with almost every rating book in Dallas /Fort Worth. Only one fact is constant ... Its the tightest four -station market in America! Right now we're first with 27.7 per cent* share of audience. (Sign on to sign off Sunday through Saturday.) The fourth station trails by a mere 3.4 per cent ... So who wants to argue?

High -rated nighttime minutes now available delivering a top family audience of 2.84 (average) viewers per set - 12 per cent more than nearest competitor! 1958. *Dallas/Fort Worth combined ARB, January, Ask BAL IR-TV 424 or Joe Evans, National Sales Manager ,M-

T 11 II1 J11 II J %}} ' J II (1' ','s '',rI ^ i\`\ 4 I.'U;"."': ':"'!'4 I,1 Li"'"'XXf !(,'`(' t' ( IiYViV/''.`..'.}/'.:JI'.....tiff" /VOW! ''`j'i`.,' YOUNG CONTINUED

heart talk every so often with the client's top brass and devote constructive conversation on the subject of bow the client may help the agency and vice versa. The agency head might admit that: "I am not entirely SEE THE NEW LOOK happy about everything we have done for you, Mr. Client. We as an agency still lack utter perfection -and maybe some of your people do, too! I know that you are striving to be a better manufacturer all the time, just as we are trying hard to please you -and above all, please ourselves about the quality of our work for you." Why is there a lack of candor? TV I suppose it's embarrassment or not knowing the value of forthrightness -or too much rush -the demands on the agency executive's time and the client's time 10 -keeps Reasons Why you so busy doing the daily, hourly "musts" -and handling the daily emergencies typ- 1111 ical of the agency business. IYIWw Prof. Frey also said that if it were possible to measure the sales effectiveness of adver- ABC PROGRAMS tising, these problems wouldn't be so acute. Is The Buy What are your ideas on how to measure the effectiveness of advertising? Some accounts, such as mail order and MR. HIGHTOWER new product introduction, are easily meas- 1386 FT. urable, but how would you measure the effectiveness of a page in Life or the Post on a copper smelter's institutional copy? LOW COST How would you know how much good the advertising has done? Maybe the president PERt THOUSAND of the copper company might meet someone at his club who would say: "That's a swell ad you had in the Post or Life or Time MERCHANDISING don't know the value the If, AND PROMOTION of ad. however, an agency can hold an account long enough, a real measurement of advertising effectiveness can be had. CAPTAIN KOCO Some clients take the attitude of: "What POPEYE have you done for me during the past half - CARTOONS hour?" The agency can say, "We did this, that and the other." But if the client's sales are about what they were a half -hour ago, it's a draw! If it's an increase, the vice president in charge of marketing is apt to FEATURE LENGTH MOVIES take a big share of the credit -rightly so, WARNER BROTHERS probably. In other cases, the advertising job has definitely helped to produce a new sales record. Not that immediate sales are all that is expected of advertising. Building up a strong corporate image and reputation LIVE STUDIOS IN is highly important to some advertisers. OKLAHOMA CITY The public relations contribution is not un- important. If the agency is building a fine corporate name for his client-a friendly name that radiates constructiveness to the public-that isn't measurable in terms of immediate sales. But the point is that all GREATEST UNDUPLICATED advertising should not be judged by sales COVERAGE IN THE increase alone. So much depends upon the STATE OF OKLAHOMA type of account and how much public relations plays a part. The other area Dr. Frey thought needed a REPRESENTED BY BLAIR LQZf/aialt ASSOCIATES, INC. - great deal of work was compensation, and I think we've gone into that and what you think of it. Dr. Frey is a very level- headed Dart- mouth professor with a good analytical mind and a well-balanced sense of values -I hope! Page 118 February 24, 1958 BROADCASTING PQ TENTI'AL POWER! To1p

INCREASE POWER AT ANY TIME WITH GATES BC -5P By planning ahead, you can guarantee a quick and Contact the Gates Radio Company today for complete easy increase to 10- kilowatts when the time comes. This details on the BC- 5P /BC -10P transmitters. is power increase insurance that every five kilowatt station Must have. Simply by modification you can convert the BC -5P to 10,000 watts (BC -10P) usually without loss of air time. This is an investment in power that will yield many returns in time, savings, and convenience of installation. GATES' The BC -10P is available for original 10- kilowatt operation, incorporating the many outstanding features that have made the BC 5P the leader in the 5- kilowatt field.

GATES RADIO COMPANY, Quincy, III., u.S.A. A SUBSIDIARY OF HARRIS -INTERTYPE CORPORATION, CLEVELAND, OHIO OFFICES - NEW YORK - WASHINGTON, D. C. - LOS ANGELES - HOUSTON - ATLANTA INTERNATIONAL DIV., 13 East 40th St., New York City - In Canada, CANADIAN MARCONI COMPANY

BROADCASTING February 24, 1958 Page 119 Tß- NIELSEN STUDY PICTURES STATE OF BROADCASTING

COMBINED RADIO -TV USE CONTINUES UP Both radio, tv sets rise, but tv accounts for audience increase

Combined radio -tv usage in American may be ascertained from data showing aver- mounting combined usage in U. S. radio homes continues to rise, as television view- age listening hours per day per home based homes, with tv accounting for the increase ing and set ownership go up and radio on total U. S. radio homes. The radio aver- (Table 2). In terms of millions of combined listening stabilizes. ages: 2.3 hours for 1955, 2.2 for 1956 and radio-tv home hours per day in radio homes, In television, half -hour western, quiz and 2.0 for 1957. Like tv today, evening radio the rise is equally evident, hitting 332 mil- audience participation programs and unclas- at one time was affected by shifting seasons, lion daily (244 million in tv, 88 million in sified programs, along with full -hour variety but now radio's big usage is daytime. radio) in 1957, compared with 317 million shows, have gained ground in average au- On a similar three -year basis, average (213 million tv, 104 million radio) in 1956 dience ratings. And data compiled by A. C. hours of televiewing per tv home per day and 289 million (187 million tv, 102 million Nielsen Co. shows that westerns get uni- in the U. S. were 4.9 for 1955, 5.0 in 1956 radio) in 1955 (Table 3). formly good ratings across the country. and 5.1 in 1957. Televiewing varies by Hour-by -hour tv usage in tv homes is Down are hour and half-hour general season, with lower summer averages, but up percentage -wise in 1957 for Monday - drama, half -hour suspense drama, situation has continued to climb each year, regardless Friday daytime hours and for all evenings comedy, adventure and half -hour variety. of the total number of tv homes (Table 6). in the week, according to related November - A total of 82% of all U. S. homes (some The number of tv homes and percentage December data. A total of 67% of tv homes 41.2 million out of 50.2 million) owned of tv ownership increased, according to per average minute used their sets from one or more tv sets in late 1957, compared September-December data for 1957 and 9 -10 p.m. (EST) in 1957 as against 65.9% with 76% (or 37.7 million of 49.4 million) 1956. This was true even in the Northeast for that period in 1956. The traditional low in late 1956, on the basis of Nielsen figures and West Central areas, where total homes points for 1956 -57: the 7 -8 a.m. periods, for comparable September-December peri- dropped (Table 1). from which viewing rises for both years, ods in 1957 and 1956. On the same basis, What is the trend of tv viewing and ra- but dips again to a lesser degree around there were approximately 48.4 million radio listening per radio home per day in 2 -3 p.m. before continuing to rise to the dio and 7.2 million radio-only homes as of terms of average hours? Nielsen has up- evening high points (Table 7). A yearly the September-December 1957 period, ac- dated its data for this and other categories breakdown for September 1956- August 1957 cording to what Nielsen describes as "in- by citing the November -December 1957 put tv usage at 59.9% for 9 -10 p.m. for all evenings (Table 8). By millions of homes, dustry- accepted figures" (Tables 1 & 2). period against the same period in 1956 - These and other significant statistics are and also for this period of 1955, in this hourly tv viewing for all evenings rose contained in a series of radio -tv measure- instance. from the 9 -10 p.m. peak of 24.8 million ments made available to BROADCASTING by Average hours of tv viewing and radio in November -December 1956 to 27.6 mil- the Nielsen marketing research organiza- listening: 6.9 (5.1 tv, 1.8 radio) in 1957; lion for the same peak 9 -10 p.m. period this special issue. 6.7 tv, 2.2 in 1956 6.3 tion for "Perspective: '58" (4.5 radio) and TEXT CONTINUED page 128 As an example, radio's gradual decline (4.1 tv, 2.2 radio) in 1955. This indicates CHARTS pages 122, 124, 126

CHART 1 -Tv ownership by U. S. geographical territories for September- December periods of 1956 and 1957. 1956 1957

TOTAL U.S. Northeast East Central West Central Southern Pacific TOTAL U. S. Northeast East Central West Central Southern Pacific Total Homes(000) 49,432 13.174 8,463 9,625 11,578 6,592 Total Homes (000) 50,200 13.000 8,640 9.540 12,020 7,000 100% 27 11 13 20 23 100% 26 17 19 24 14 89 87 83 82 84 % of TV Ownership 81 '77 82% % of TV Ownership 76% 74

71 65

TV Homes (000) 31,700 10,961 6,940 7,394 7.531 4.874 TV Homes (000) 41.200 11,570 7,540 7,690 8,510 5,890 100% 29 18 20 20 13 100% 28 18 19 21 14

Page 120 February 24, 1958 BROADCASTING -,.,-//7777/

* Client with heavy announcement schedule in KPIX's

"Big Movie ". Ten PM first runs rated top

feature film strip in Bay Area, according to ARB.

Ask Lou Simon or your Katz man for upcoming availabilities.

no selling campaign is complete without KPIX O CBS in SAN FRANCISCO

®QO 'WESTINGHOUSE BROADCASTING CO., INC. RADIO- 80570N. WSZ4WBZA: PITTSBURG. KOKA: CLEVELAND. KYW-

FORT WAYNE, WOWO. CHICAGO, WIND: PORTLAND. KE %.. . TELEVISION- BOSTON. WBZTV: PITTSBURGH. KDNA -TV; CLEVELAND. KYWTV: BALTIMORE, W..12-TV: SAN FRANCISCO: KPI% CHART 2- Combined and individual CHART 5-Monthly trends in average hours of radio listening per home per radio and tv average hours of viewing day, based on total U. S. radio homes. Yearly average: 1955 -2.3 hours; 1956 -2.2 and listening per U. S. radio home per hours; 1957 -2.0 hours. day for November -December periods of 1955, 1956 and 1957. 1956 '571 6.9 ---1955 '56 1- 11 4 5.1 III RADIO 6.7 3 25 21 25 % TV 2 23 23 23 23 23 .1 22 2 22 22 22 jjj 20 21 21 20 20 22 2 2 23_23_22_21_21 j -2.3- 22 22-22-22 -22 nemim 20 2.0 .0 21 21 11 2 2 0 r 1.9. 1.9 .8 18 1.8

o i

2.2 .2 M A M 1 1 A S O N D 1 M A M A O N D NOTE: Months indicated by nitials at bottom are repeated for total of 24 months so broken line in left half of graph ( 955) can be compared with unbroken line to left (1956), while broken line in right half (1958) can be compared with unbroken line to right (1957). CHART 6- Monthly trends in average hours of tv viewing per day per tv home. Yearly average: 1955-4.9 hours; 1956 -5.0 hours; 1957 -5.2 hours.

10 1'956 -'51 ---YEAR AGO '55 -'56) No. U. S. TV 41.2 Homes (millions) No. U. S. Radio 59 60 46 2 47.6 48.4 Homes (Millions) 56 5 51 60 44 .6 5.5 `55 '56 '57 _4.8 CHART 3- Combined and individual totals in millions of hours of radio listening and tv viewing per day for Novem- 2 ber- December periods of 1955, 1956 and 1957. o M A M A S O N D 1F M A M 1 A S 0 D RADIO NOTE: Months indica ed by initials at bottom are repeated for total of 24 months so broken V 332 line an left half of graph ( 955) can be compared with unbroken line to left (1956), while broken line in right half (1956) can be compared with unbroken line to right (1957). 317 TV 244 289 CHART 7- Hour -by -hour tv usage in percentage of total tv homes, Monday - 213 Friday daytime and all evenings, for November- December periods of 1956 and 1957. 187 MONDAY -FRIDAY )'4 ALL EVENINGS -- 8 1951 - 65.5 67.0 -- 1956 58.5 0 65 102 10/ 6 56 9 65 9 58.0

Millions of Homes 46.2 33.6 47.6 37.7 48.4 41.2 z

Avg. Radio -TV Hrs. per 6.3 6.7 6.9 U. S. Radio Home. per Day '55 '56 '57 o

7-8 8-9 9-10 10-11 11-12 1 -I I-2 23 34 4 5 5i I67 7 8 8 -9 9 -10 10 II I1 12 AM N PM 1 .MID. CHART 4- Average audience percent- N Y T ages show differences in tv viewing preferences for six top westerns and CHART Hour -by in total homes, Monday - other top shows in two large East Coast 8- -hour tv usage percentage of tv cities for a fall period in 1957. Friday daytime and all evenings for 12 months-September 1956 to August 1957. CITY 4 MONDAY- FRIDAY a;(--ALL EVENINGS NATIONAL CITY "A" "B" 60 54.5 56.4 40 59.9 50

i 43.9

40 i 34.9

1 31.5 28.3 30 24.0 20.1 18.6 188 19.6 20 155 11.1 vs National: 10.7 lo 75 Westerns Other top shows 2.4 NOTE: Figures shown in insets under cities A and B indicate percentages of preference or non - 0 preference when compared to national average 7-8 89 9-10 10 -11 11 -12 12 -1 1 -2 23. 3-4 4 -5 5-6 I 6-7 7-8 8 -9 9 -10 10 -11 11 -12 at left. N. Y. T. AM PM MID. Page 122 February 24, 1958 BROADCASTING EI iN w>5tECONFi.r_ DENCE

dell Cliemieal Lo. SI .anno S,PLEI HOLYOKE, MASSACHUSETTS

December 26, 1957

Mr . Gordon E. Moore Sales Manager W MUR -TV Manchester, New Hampshire

Dear Gordon:

After three years of advertising LESTOIL on a saturation type basis on your station. WMUR -TV, we are pleated to advise you that our sales are still on the increase in your area. We have used twenty commercials per week continuously for the past three years, and as of January firs: we have increased the number to thirty per week for the coming year. We are certain that the added number of spots will stimulate LESTOIL's sales to even greater height.. We must admit that your station i doing an excellent selling job for our product LESTOIL, not only in New Hampshire, but in many areas of Massachusetts and southern Maine.

Thanks for all the little promotional extras that WMUR has so willingly extended us during the past three year. We look forward to another year of continued coope ration.

Kindest regards. Cordially yours,

ADELL CHEMICAL COMPANY

Eskenary / Vce -President

REPRESE NTED T NORMAN NATIONALLY ALEP, A. GITTLESON, BY 1,000,000 Executive FORJOE Vyte TVT TELEV P resident INC. 'C'ON und Genero/ J HD/y ES Monoger '" THE CENTRAL © AREA of NEW ENGLAND CHART 9- Evening tv usage by indi- CHART 10- Hour -by -hour tv usage in millions of homes, Monday -Friday day- vidual nights of the week in percentage time and all evenings, for.November.-December periods of 1956 and 1957. of total U.9: -.tv homes for November - December 1957. MONDAYFRIDAY 1 ALL EVENINGS -I.

27 .8 I 27.0 ., I 1 N. Y. 24.1 -8 PM TIME -1951 I 23.4 25 70 ---1956 - 62.0 24.5-` 24.8 i 18.9 `\\ 6o 56.5 -57.5 -57.6 20 e 219% w 15.1 20.7 14.9

15 11.2 40 - 16.9 85 9.1 132 30 \ I0 84 88 8.5 321 6 20 99 1.9 43 53 &2 - 7.9 5 e 71 7A I 10 1.2 3.2 4.351 o I I I SUN. MON. TUES. WED. THURS. FRI. SAT. o 1-8 8-9 9-10 10-11 11-12 12-1 1-2 2-3 3-4 4-5 5-6 6-7 7-8 5-9 9-10 10-11 11 -12 AM N PM MID. CHART 11- Hour -by -hour radio usage in percentage of total U. S. radio 8-9 PM N. Y. TIME homes, Monday -Friday daytime and all evenings, for November -December periods of 1956 and 1957. 0_88.0_66.8_67.3 -67.1 -64.6 MONDAY FRIDAY ALL EVENINGS 60 30

-- 1951 I 25 ---1956 I

1 1U 782 15.4 I 15 12 ¡-15.9 V,15 % 'S.2.2 I 12.0 ¡ 13.6 `4 _10 13.5 122 12.8 -11-1.11 10 .1 .7 12.5 90 SUN. MON. TUES. WED. THURS. FRI. SAT. 10.3 -.8.2 1.1 93 B6 94 198` 61 5 I 7.9 r 8.3 5'8 511 4I4 9-10 PM N. Y. TIME - o 7-8 .8-9 9-10 10-11 11 -12 12 -1 1 -2 2 -3 3-4 4-5 5-6 6-7 7-8 8-9 9-10 10-11 11 -12 69.1 68.9 69.4 68 8 AM N PM 7o -66.5 64.5 N.Y.T. MID. 61.6 60 CHART 12- Hour -by -hour radio usage in millions of homes, Monday -Friday w- daytime and all evenings, for November -December periods of 1958 and 1957. 4 MONDAY- FRIDAY -ALL EVENINGS- 40 - * 10 30

SUN. MON. TUES. WED. THURS. FRI. SAT.

10 -11 PM N. Y. TIME

70 64.1 60.4 60 -58.4- 56.5 -55.9 562-57.8 0 50 7-8 8-9 9-10 10-11 11-12 12-1 1-2 7 -8 8-9 9-10 10-11 11 -12 AM N PM MID. 4a MENEM CHART 13--- Diiierences in patterns of tv usage vary between local markets 30 . . . . . as shown in percentage comparison of usage between East Coast and West Coast cities, both local times. 20 WEN N O M E , 70 61.0. East Coast City 0 O N 580 60 8 '=L.0590 SUN. MON. TUES:W WED. THURS. FRI. SAT. 53.0% -__ . -_ 57.1 55.6 x`0.6 538 50 4...\ 11-12 PM N. Y. TIME 48.8 x;3.5

70 40 \ West Coas City 60 36.6 \\\ 30 \2 .8 s6 45.6 38.6 40 -35.8 24.6 33.4. 35.0 32.9 31.9 20 30 Le> SUNDAY 15.8 20 NIEMEN 10 11.4 10 ......

9 . 0 'NNWTUES. WED. 8 00 8 30 9 00 9 30 10:00 10:30 .11:00 11 30 SUN. MON. THURS. FRI. SAT. Page 124 February 24, 1958 BROADCASTING ED M Gets a BIGHIS "MUSICAL hand CLOCK" IN ROCHESTER, N. Y. * Rates tops in EVERY ONE of his 13 competitive Quarter Hours.

TIME I SHARE OF TIME I SHARE OF' TIME I SHARE OF A. M. AUDIENCE A. M. AUDIENCE A. M. AUDIENCE 6:00 26 7:00 29 8:30 28 7:15 29 6:15 28 8:45 29 6:30 30 7:30 30 9 :00 26 6:45 29 7:45 31 9:15 24 8:15 30

* Rochester Metropolitan Area Telepulse Oct. '57

Representatives: Everett McKinney, Inc. New York, Chicago, Los Angeles, San Francisco

Rn\ncasruo Februar 24, 1958 Page 125 CHART 14- Average audience ratings CHART 15- Average tv audience for Monday -Friday daytime and all evenings for full-hour and half -hour evening tv in Nielsen Multi- Network Area of 14 markets where all three tv networks broad - programs, based on Nielsen's Second De- cast simultaneously, with networks' share of this audience for November - cember Report for 1956 and 1957, and December periods of 1956 and 1957. number of such programs. 30 DAYTIME EVENING (Monday- Friday 10 A. M. -6 P. M.) (All evenings 7 -11 P.M.) 23.0 22.1 100 1956 20.7 21.3 %///4 Homes using TV ao

3 networks combined 63.0% 63.1% 1951 60 e/////////

20 60 MIN. 30 MIN.

NUMBER OF PROGRAMS 28 20 91 96 o Program Station Basis 1956 1957 1956 1957 NOTE: No 90- minute tv programs are covered in Second December Report because Playhouse NOTE: Black areas with inset figures indicate the networks' share of total average audience for 90 was the only such program on for period the respective periods. For example, the total average daytime tv audience for 1956 (at left) covered. (Nielsen's Second December Report was was 22.6 %. The networks' share was 85% of that figure. made for two weeks ending Dec. 22, 1956, and Dec. 21, 1957, respectively.) CHART 16-Average audiences for evening hour and half -hour tv programs by program type and number of programs, based on Nielsen's Second December Report for 1956 and 1957. 30 28.9

General Suspense Situation Western Quiz & General Adventure Variety Variety Other Drama Drama Drama Comedy Drama A. P.

DURATION (MIAS.) 30 60 30 30 30 30 30 60 30 30

NO OF PROGRAMS 10 7 11 5 7 12 18 21 7 10 10 11 1 15 9 8 19 12 13 9

PROGRAM STATION BASIS CHART 17- Average audience for tv western drama programs according to county sizes and U. S. geographic territories for November- December periods of 1956 and 1957. '30 28.5 27.6 21.8 27.3 21.4 26.1 26.2 25.2 25.1 24.4 24.5 23.6 233 22.8 23.0 22.2 22.1 1956 F1/ r % 20.0 Ú 20 6W 2 7O 1951 < w 10 co C<

A B C D N. E. E.C. V& C.' SO. PAC.

TOTAL U. S. COUNTY SIZES' TERRITORIES

INDEX 100 100 98 90 102 108 106 104 94 104 99 93 104 106 117 106 94 102 05 96

15 Programs '57 8 Programs '56 % U. S. TV Homes each division; coverage of at least 70% County Sizes: A -All assigned metropolitan areas having central cities cities of less than 500,000; C-all counties not Including A or B with with population of 500,000 and over; B-all others over 100,000 plus 30.000 population; 1D-all remaining counties. NOTE: Data not corn- certain additional counties which are part of metropolitan areas with parable to Table 16 which is on a program station basis. Page 126 February 24, 1958 BROADCASTING MAGNEC 1 RD TAPE RECORIER

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BROADCASTING February 24, 1958 Page 127 15.2% in 1957, both 1957, with the number of programs cut NIELSEN STUDY CONTINUED 16.6% in 1956 and for the 8 -9 a.m. periods. Set usage shows a from 28 to 20. On half -hour shows, aver- in 1957 (Table 10). Breakdowns cover gradual decline during the morning hours age audience dropped slightly (22.1 to Monday -through-Friday daytime and eve- and a sharper decline after the 12 noon - 21.3), while the number of programs in- ning hours. They also cover individual eve- 1 p.m. periods, with a brief revival from creased from 91 to 96 (Table 14). nings, Sunday through Saturday, for Novem- 6 -7 p.m. before continuing downward A similar table for the same rating period ber- December 1957 (Table 9). (Table 11). The pattern is similar in radio covers evening tv programs in terms of Because of differences in programming, set usage by millions of homes. Peak times average audience by program type, includ- living habits and for other reasons, local in 1956 (7.9 million) and in 1957 (7.3 mil- ing westerns and other types (Table 16). markets show substantial differences in their lion) were from 8 -9 a.m., with the daytime The average national audience rating for patterns of tv set usage. Nielsen data from decrease hitting bottom at 4 -5 p.m. (Table westerns was up -from 23.6% in Novem- a report last summer shows a late evening 12). ber- December 1956 to 26.2% for the like peak of sets in use in an East Coast city, The Nielsen table on evening tv programs 1957 period, with southern and Pacific while in a West Coast city the peak is by length and average audience for the areas showing heaviest gains (Table 17). reached in the early evening (Table 13). "second December report" * shows aver- But the differences in program prefer- In radio, the pattern of hour -by -hour age audience ratings have risen for full - ences from city to city -even large cities usage in percentage of total radio homes hour shows from 20.7 in 1956 to 23.0 in in the same geographical area -may vary, drops throughout weekday and evening P7ayhouse 90 was the only 90- minute network program covered and is as indicated in an NSI report for another segments from 1956. High points were fromom these Nielsen figures. period in the fall of 1957. With a national rating of 31 for six top westerns and 32 for CHART 1 8-Hour-by-hour comparison of radio and tv audiences, Monday - City A, on the East Coast, -December other top shows, Friday daytime and all evenings, in millions of homes for November had a rating of 24 for westerns -23% below period of 1957. the national average -and 28 for other -4 MONDAY- FRIDAY )k ALL EVENINGS » top shows-12% below national average. 30 a I 2 .0 27.6 City B, also on the East Coast, had 24.1 rating of 35 for westerns -13% above 25 23.2 national average-and 26 for other top TVI 18.9 shows - 19% below national average 20 (Table 4). RADIO -- -- 15.1 ws A Nielsen comparison of the radio and 15 1 12.2 tv audiences in millions-of -homes for the 97 November -December periods of 1957 and 10 84 95 88 85 1956 shows radio and tv audiences about 5166 66 the same at 10 -11 a.m. weekdays (6.5 mil- 5 ------lion radio, 6.6 million tv) as the two 19 5.3 65 5.9 62 6.o 50 2.1 43 42 /l5 graphs representing audience totals cross I I -_-45 I 17 3Á 3Ó-_28 -in Tr paths, radio's gradually declining from an ° 7-8 8-9 9-19 10-11 11-12 12-1 1-2 2-3 3-4 4-5 5-6 6-7 7-8 8 -9 9-10 10-11 11 -12 8 -9 steadily rising during N. Y. T. AM N PM MID. a.m. apex and tv's the morning hours (Table 18). CHART 19-Homes using tv and radio by time zone-morning, afternoon and Television networks' total share of audi- U. S. homes for November-December period evening-in percentage of total radio ence compared to non -network fare is of 1957. shown in data covering weekday daytime TV and the 7 -11 p.m. periods for all evenings Total U. S. %TV Eastern Time Zone in the Nielsen Multi-Network Area of 14 (NYT) III Radio (NYT) Radio markets where all three tv networks are PERCENT able to broadcast simultaneously. For the 50 "2- 48.8 November -December periods, ABC -TV, V 46.8 CBS -TV and NBC -TV accounted for 85% 40 of total viewing in both 1956 and 1957 for daytime periods (Monday- Friday, 10 a.m: 6 24.8 p.m.). But their share dropped from 88% 22.0 in 1956 to 86% in 1957 for the all -evenings 20 average (Table 15). 13.7 (The remaining 15% daytime and 14% nighttime share in 1957 indicates all other 6.6 5.0 viewing, including local non- network, feed - /mot o ins from outside the area, etc.) Morning Afternoon Evening Morning Afternoon Evening The greatest variance between radio and M F M -F M -F (7 days) M -F (7 days) tv audiences in percentage of total 7-12N 12.6 P. M. 6.12 M 7 -12N 12 -6 P. M. 6 -12 M radio homes for the November -December 1957 TV v/ TV Central Time Zone /, Pacific Time Zone period lies in the evening (6 p.m.-12 midnight) with (Chicago time) (L. A. time) segment, 46.8% tuned to tv Radio Radio as against 6.6% tuned to radio, the Nielsen PERCENT - 50 information revealed, in a breakdown that 47.0 covers weekday mornings and afternoons 41.9 and all evening periods. This divergence 40 generally applies for all time zones across the country, with one significant departure 30 in 24.9 the Pacific Coast Time Zone, where radio homes apparently depend more on 20 16.5 radio in the morning than on tv (16.5% to 9.7 %). Radio homes in the Time 93 Central lo 8.1 Zone lean less heavily on radio in the mom- 5.6 ing than in the Pacific Zone, but still more so than on tv, while in the Eastern Time Morning Afternoon Evening Morning Afternoon Evening Zone, radio homes favor tv in the morning M -F M -F (7 days) M -F M -F (7 days) (13.7% to 11.7 %) (Table 19). 7-12N 12 -6 P.M. 6 -12 M 7 -12N 12-6 P. M. 6-12 M Page 128 February 24, 1958 BROADCASTING F.R.P. is many things ... F.R.P. is music ... F.R.P. music has sweep and scope ... as changing and varied as the millions of people who love it ... The pulsating barefoot rhythms of rock and roll ... the gentler, warmer mood of a Tchaikovsky symphony ... the bright freshness of today's hit and the mellow richness of a song that was new twenty years ago .. . Perry Andrews weaving whimsey between the records as he brings Baltimore to its feet each morning . .. Jim West and his thousands of "girl friends " -housewives all -enjoying their music quietly together ... Jay Grayson putting melodic sparkle into the late afternoon, Bill Bolling keeping a night -long musical vigil until dawn ... The "live" sounds of Gene Franklin's Pier 5 Jazz Band with Baltimore two -beat ... America's great orchestras on "Bandstand" ... the great Americana of Red Foley. This is F.R.P. music ... And music is only one part of F.R.P.

F. R. P. IS MUSIC

W BA L RADIO BALTIMORE, MARYLAND * 50,000 WATTS NBC Affiliate-Nationally Represented by THE HENRY I. CHRISTAL CO., INC.

FULL RANGE PROGRAMMING RADIO: WHO LISTENS, WHEN, WHERE HE HIGHEST National Christal -Politz study gives in -home, out -of -home data Report lists available audiences for am, fm, tv, auto radio

A new study dramatizing the importance Mr. Christal said: "The study fills in many of radio in the lives of the American peo- gaps in knowledge of our exciting medium. ple is being released today (Monday) by To cite one example, last August BROAD- tower in the 18 radio stations represented by the CASTING editorially lamented 'nowhere in Henry I. Christal Co. existence is there an adequate measurement It includes out-of -home listenership of radio's nationwide out -of -home audience.' figures and also updates fm and television "Not only does this study now provide the South ownership data while at the same time these detailed data [See accompanying table, showing how radio reaches people when "Where They Listen "j, but it also shows (5th highest they're busy with other things and thus not clearly that even those measurements that available to other media. attempt to include automobile listening still in the world The report is the latest in a continuing by -pass entirely an out -of -home audience series of qualitative and quantitative studies that is almost as large. Just in the hours be- conducted for the Christal group over a tween 1 and 4 p.m. on the average day, is at five -year period by Alfred Politz Research 4,250,000 adults listen to radio in cars and Inc. It is the first in this series to be carried 3,800,000 listen in other places out-of -home. out on a completely nationwide basis. In aggregate, out -of-home listeners account Updated basic information in its findings for fully 30% of the total radio audience in Augusta, Ga. includes the following (with all figures rep- this single three -hour period." resenting people 15 years old or older) : The findings summarized in Section 1- Living in homes having one or more dealing with radio as a whole -show that radios in working order -103,013,000. 66,950,000 adults listen to radio on the aver- Living in homes with fm- 27,115,000. age day and that in a month radio's audience Living in homes with tv- 92,462,000. includes 97.1 million or 86% of the adult 1,292 feet tall Living in homes with at least one auto- population. Cumulatively, teenagers (15 -19 1,375 feet above mobile- 88,378,000. age group) form the smallest numerical seg- Living in homes with at least one radio - ment of the total adult audience, while the average terrain equipped auto -66,028,000. oldest group (45 and over) make up the 1,677 feet above The 38 -page report is published in two largest segment. Teenager tune -in comes to sections. The first part details dimensions 7,200,000 on an average day; the total for sea level and characteristics of all radio, embracing people over 45 is 23,150,000. the 3,000 -plus stations on the air. The sec- Tabulations of the radio audience in seven ond half reports the composite audience and different time segments shows substantial the attitudes of listeners toward a group of listening goes on at all times of the day. The serves . . . 48 selected stations designated as "The Na- daily audience ranges from almost 9 million 11/2 million people tion's Voice " -a concept the Christal group between 10 p.m. and midnight, to a peak of has been using in its advertising and other 38 million between 7 and 10 a.m. promotions to dramatize the power and What programming attracts radio's mas- believability of leading stations located in sive audience? covers . .. major centers of population. Not surprisingly, news and music head more of S. C. than Henry I. Christal, president of the rep - the list of program types but the study shows presentation firm, described the report and also that all the other basic services and any So. Carolina the objectives of the study thus: entertainment features which radio offers "Like Politz studies, this huge followings. Most respond- station, PLUS .. . all previous also enjoy survey measured listening patterns of in- ents listed multiple choices in answering the more of Ga. than dividual adults 15 years old and over, in- question "Which of these types of programs cluded all wherever it occurs, tab- ever listen to" and the tabulation by any station outside listening do you ulated findings on the cumulative rather sexes shows wide variances in the interests of of Atlanta. than the average basis, and probed public men and women: awareness of the differences between sta- All maximum power tions. Listeners Males Females reasons these de- Comedy, humor "There are sound for and entertainment 100,000 watts partures from the standard approaches to re- programs 26,410,000 13,300,000 13,110,000 searching radio. We feel that in dealing with Dramatic shows 16,370,000 4,790,000 11,580,000 low band VHF News 82,130,000 38,950,000 43,170,000 a medium as personal and intimate as to- Music 79,220,000 36,130,000 43,090,000 day's radio, data on the individual are far Daily summaries of sports news more meaningful to the advertiser and and scores 23,900,000 15,550,000 8,350,000 broadcaster than information based on fam- Play -by -play ilies or households. broadcasts, such NBC & ABC networks as football "Measurement of all listening is essential games 28,110,000 19,090,000 9,020,000 Farm programs to provide a true picture of a medium that that give continues to shortchange itself with partial market and price present -day information 15,260,000 9,140,000 6,120,000 measurement. The pattern of Farm programs buying and selling of radio is geared to that give general cumulative values and these can be devel- farm service (111 AMP information 10,640,000 6,650,000 3,990,000 oped with much greater reliability than the small units of measurement which are so Of particular interest is the fact that while CHANNEL variable and so widely misinterpreted and it is the smallest numerically, the audience misused. The attitude of the public, long a for farm programs is actually at a near -satu- AUGUSTA basic factor in evaluating printed media, is ration level. The 15,000,000 listing farm Represented by Hollingbery equally measurable and important in radio." programs that give market and price in-

Page 130 February 24, 1958 BROADCASTINa NASHVILLE

calling .. .

Have you looked at my availabilities lately?

They're on Nashville's #1 Audience tation- of the total audience, sign -on to 41.0 / %* sign -off, 7 days a week. A.R.e. says it; TaIapule says it.

The South's Great Multi -Market Sales Station

T. B. BAKER, JR. ROBERT M. REUSCHLE THE KATZ AGENCY Esecutive Vice- President and General Manager General Sales Manager National Representatives

BROADCASTING February 24, 1958 Page 131 POLITZ STUDY CONTINUED

formation represents about 83% of the total U. S. adult farm population, the group for which this service is exclusively designed. Giving the listeners an opportunity to ex- press their own ideas of what motivated their tuning in during specified segments of the day shed additional light on programming appeal. It showed particularly that interest is not sustained on a constant level throughout the day. For example, while 82% indicate they sometimes listen to news, the list- 33 ing of news as the reason for listening ranged from a low of 15% between 1 and For 33 years, KVOO has been the 4 p.m. to a high of 41 %, which was for "Voice of Oklahoma". Let this the 5 to 7 a.m. period. voice for you. In the section summarizing data on "The powerful speak Nation's Voice," the weekly cumulative au- It will tell your story to all of dience to the 48-station group is shown to Oklahoma's No. 1 market .. number 24,050,000 adults. The report makes no comparisons, but this circulation is plus a rich bonus market in known to stand up more than favorably Kansas, Missouri, Arkansas! against adult readership figures for leading publications measured by Politz on a comparable basis. Mr. Christal commented: "For some time our group's advertising has featured The Nation's Voice'-a strategy demonstrating the efficiency of advertising concentrated on 48 selected major market stations. This study measured the audience and the standing of the 48 stations in composite, confirming most of our convictions and setting up sign-posts pointing to the areas of greatest opportunity for future improvement of radio and of individual station operating standards." Among the many questions on the qualitative side, it was found that 10,000,000 listeners throughout the nation credited members of the 48- station group with having the best advertising. The reasons, given spontaneously, were as follows in rank order: 1. Like products advertised, local advertising and the absence of advertising which listeners regard as objectionable. 2. Brief, not so much advertising. 3. Do not exaggerate, not high pressure; interesting advertising, easy to listen, like vocal presentation. 4. Reliable, dependable, higher class, more intelligent.

The only station covering all of Oklahoma's No. 1 Market On the hypothetical question of what Broadcast Center 37th & Peoria people at home would do to verify a rumor of war -a question repeated from earlier HAROLD C. STUART GUSTAV BRANDBORG studies -radio again came out far ahead. President Vice Pres. & Gen. Mgr. Some 68,750,000 adults reported they would "turn on the radio"; 13,270,000 would Represented by EDWARD PETRY & CO. "turn on tv"; 5,900,000 would "turn on radio or tv" and, among less frequently mentioned reactions, 3,400,000 would call a newspaper. The Christal -Politz report, which is being submitted to the NAB committee currently reviewing research techniques, was sponsored by Christal-represented WBAL Balti- more, WAPI Birmingham, WBEN Buffalo, WGAR Cleveland, KOA Denver, WJR 1170 KC 50,000 WATTS CLEAR CHANNEL NBC betroit, WTIC Hartford, WDAF Kansas "The Voice of Oklahoma" City, KTHS Little Rock, KFI Los Angeles, WHAS Louisville, WCKR Miami, WTMJ Milwaukee, WHAM Rochester, WGY Schenectady, KWKH Shreveport, WSYR Syracuse and WTAG Worcester.

TABLES ON PAGE 134

Page 132 February 29, /958 BROADCASTING LITTLE WHITE HOUSE at Warm Springs, Georgia, favorite refuge of Franklin Delano Roosevelt, attracts thousands of reverent visitors each year. Located in South- west Georgia, Warm Springs is included in the coverage of WAGA-TV, famous on the Georgia scene, too. Tallest tower and maximum power gain more coverage ... top CBS -TV and local programing gain more viewers in the Southeast's No. 1 market. Get full details in the WAGAIand brochure, available on request.

STORER BROADCASTING COMPANY SALES OFFICES NEW YORK -625 Madison Ave. CHICAGO-230 N. Michigan Ave. SAN FRANCISCO -III Sutter St.

Represented Nationally by THE KATZ AGENCY, Inc. POLITZ STUDY CONTINUED WHO LISTENS Breakdown of Adult Population Listening in Averaged Time Periods Total Adult 15 -19 20 -29 30-44 45 Yrs. Old Population Males Females Yrs. Old Yrs. Old Yrs. Old & Over ON AVERAGE DAY 66,950,000 32,150,000 34,800,000 7,200,000 14,200,000 22,400,000 23,150,000 IN AVERAGE WEEK 89,850,000 43,300,000 46,550,000 9,850,000 17,400,000 29,400,000 33,200,000 IN AVERAGE MONTH 97,100,000 46,300,000 50,800,000 10,500,000 19,000,000 31,850,000 35,750,000 WITHIN THREE MONTHS 100,400,000 47,850,000 52,550,000 Not reported

MQ,pJ: M(h'd^1.y.'.?Q^.p.°%!iv.Ma`4:..."rmtl":ii...A:v:v.J.r:::+.tt;:+i11Mïn\i(.ï 9v :M.S:.4'p WHEN THEY LISTEN Breakdown of Listening from 5 a.m. to Midnight in an Average Day Between Between Between Between Between Between Between 5 &7a.m. 7 &10 10 &1 1 &4 4 &7 7 &10 10 &12 ALL LISTENERS 18,650,000 37,950,000 25,750,000 22,400,000 30,450,000 18,000,000 8,950,000 MALES 8,850,000 16,300,000 11,150,000 9,250,000 15,500,000 8,600,000 4,000,000 FEMALES 9,800,000 21,650,000 14,600,000 13,150,000 14,950,000 9,400,000 4,950,000

=°"%"C:S ^ a^; wazr>... .^çJ''.';`::...;:::.r...,.:: N :.,c:M'Mv:dgoa,<ï<:p." .:.. ::....::::.....:.;..:..i..,.. E>#ï.,.._..M>;awaa,.. s.FtiXi:ì:.t:..:....: ,.x,: t' .. .. \,Si.:R'$:::L.<: .iN'. a'l':::si,..:SS:;:ï''::...:.e^.i;:.:;::,:.:.Ji)':ïï:S¿:6:a:Y.:::ï.:F:i Jz'i:::.'::.'C=8811 WHERE THEY LISTEN Breakdown on Areas of Listening in an Average Day Between Between Between Between Between Between Between 5 &7a.m. 7 &10 10 &1 1 &4 4 &7 7 &10 10 &12 At Home LIVING ROOM 2,100,000 5,950,000 6,900,000 6,500,000 7,900,000 8,450,000 1,850,000 MALES 1,550,000 1,850,000 2,450,000 2,300,000 3,950,000 4,100,000 800,000 FEMALES 550,000 4,100,000 4,450,000 4,200,000 3,950,000 4,350,000 1,050,000 DINING ROOM 650,000 2,800,000 2,100,000 1,150,000 2,750,000 1,400,000 250,000 MALES 250,000 1,350,000 800,000 - 700,000 800,000 100,000 FEMALES 400,000 1,450,000 1,300,000 1,150,000 2,050,000 600,000 150,000 KITCHEN 11,400,000 18,350,000 10,950,000 5,050,000 13,500,000 3,250,000 1,400,000 MALES 4,900,000 5,350,000 2,850,000 1,050,000 4,700,000 1,300,000 550,000 FEMALES 6,500,000 13,000,000 8,100,000 4,000,000 8,800,000 1,950,000 850,000 BEDROOM 4,900,000 10,000,000 4,100,000 3,250,000 4,550,000 4,250,000 4,550,000 MALES 2,550,000 3,650,000 700,000 950,000 1,700,000 1,300,000 1,500,000 FEMALES 2,350,000 6,350,000 3,400,000 2,300,000 2,850,000 2,950,000 3,050,000 OTHER PLACES AT HOME 550,000 750,000 600,000 650,000 750,000 350,000 200,000 MALES 150,000 550,000 200,000 150,000 150,000 250,000 - FEMALES ...... 400,000 200,000 400,000 500,000 600,000 100,000 200,000 AT HOME BUT DON'T REMEMBER WHERE 200,000 1,000,000 1,000,000 900,000 700,000 MALES 100,000 250,000 400,000 400,000 450,000 FEMALES 100,000 750,000 600,000 500,000 250,000 Out-of -Home AT WORK 50,000 2,000,000 2,000,000 2,850,000 1,050,000 400,000 300,000 MALES - 1,000,000 1,150,000 1,800,000 850,000 150,000 200,000 FEMALES 50,000 1,000,000 850,000 1,050,000 200,000 250,000 100,000 IN CAR, WHILE DRIVING 1,350,000 5,100,000 1,800,000 4,250,000 5,400,000 1,400,000 1,250,000 MALES 1,050,000 4,150,000 1,550,000 2,550,000 4,050,000 800,000 1,000,000 FEMALES 300,000 950,000 250,000 1,700,000 1,350,000 600,000 250,000

IN SOMEONE ELSE'S HOME 200,000 100,000 250,000 750,000 200,000 500,000 100,000 MALES - - 200,000 650,000 - 500,000 100,000 FEMALES 200,000 100,000 50,000 100,000 200,000 - - OTHER PLACES OUT -OF -HOME 600,000 250,000 1,150,000 150,000 150,000 50,000 MALES 550,000 100,000 1,150,000 150.000 150,000 - FEMALES .. 50,000 150,000 - - - 50,000 DON'T REMEMBER - 100,000 150,000 50,000 200,000 MALES - - 100,000 - 150,000 FEMALES - 100,000 - 50,000 50,000 50,000

TOTAL 22,000,000 46,400,000 31,000,000 25,550,000 37,150,000 20,050,000 9,900,000 MALES 11,100,000 18,250,000 11,550,000 10,000,000 16,850,000 9,200,000 4,250,000 FEMALES 10,900,000 28,150,000 19,450,000 15,550,000 20,300,000 10,850,000 5,650,000 Page 134 February 24, 1958 BROADCASTING Pla nr lingn a Radio Station?

RCA presents 3 Basic Plans

These versatile plans illustrate how the very latest

equipment can be arranged to perform efficiently with

a minimum of investment and personnel. To meet varying programming requirements, three basic plans are provided, representing three specific categories of operation.

R A D I O C O R P O R A T I O N O F A M E R I C A PLAN "A"

This plan is for the small station that proposes to start operations with minimum investment.

It includes the necessary technical equipment for handling the following programs: (1) announcements, (2) record and tape shows, (3) network, (4) remotes, (5) local live shows.

Plan "A" can be adapted to almost any type of building that provides enough floor space.

PLAN "B"

Plan "B" typifies the most desirable arrangement for the community type station. It fulfills

all the requirements, from a space and facility

point of view, for handling a very diversified program schedule. Plan "B" incorporates more elaborate features that make for more flexible, yet economical operation. New items

appear in Plan "B ", such as an announce

booth and automatic turntable. The larger console makes the operation more flexible.

PLAN "C"

This plan approaches the ultimate for the larger type of radio station as we know it today. Extensive programming can be handled. It incorporates all the features of plan "A" and "B "; however, it assumes that the transmitter would be located separately from the studio, with its own building, at its own site. Two automatic turntables are included

in this plan, permitting more flexible auto - programming. And more extensive use of

facilities is assured through a sub -control room in addition to master control.

ALL OF THESE PLANS ARE AVAILABLE FOR YOUR USE

RCA will be glad to provide you with these complete plans. available on request ... ask your RCA representative. Or write

Or equipment may be interchanged to allow for a station's to RCA Department AM -1157, Building 15 -1, Camden, N. J. individual programming requirements. A complete brochure is In Canada: RCA VICTOR Company Limited, Montreal.

RADIO CORPORATION of AMERICA Broadcast and Television Equipment Camden, N. J.

4CINTCO IN II S s A study in life cycles of programs on the major television networks

How long will it last? The man who can accurately crystal -ball THE LIFE OF NETWORK TV PROGRAMMING that question about a new television program is apt to find his services in rare de- (Evening hour and half -hour programs, 1953 through 1957) mand. The table below gives a quick sum- son. The column at the right shows, for Too often, shows that start out seeming mary of program longevity -and, by de- each year, the percentage that remained to have great promise end up as flops. Not duction, of mortality -on a year -to -year in 1957 out of all those that made their often enough, some of those with seem- basis. The first figure shown for each introductory appearance in the same ingly unexciting prospects prove to be hardy year is the number of new programs in- prior year. Thus, of the 118 shows on the perennials. troduced during that year (for the first air in 1953, a total of 77, or 63% re- If it is impossible to forecast with ac- year of the study, 1953, all programs turned in 1954. Of these, 60 (or 78 %) curacy the life of a given program, the then on the air were considered "new "). were back in 1955. The next year 42 or next best thing is to look at the track records The figures that are underlined show the 70% of these returned and the 1957 of past entries. The A. C. Nielsen Co. has number (with percentage in parentheses) schedule included 25 of these -21% done so in a preliminary study just com- that returned from the preceding sea- of the ones that were on in 1953. pleted, covering the years 1953 -57. The complete Nielsen Long -Term Ratings % left In Trends study will be available to subscribers 1957, vs. first year shortly. The results form a sort of actuarial 1953 1954 1955 1956 1957 of telecast table for television programming, though Number by first Number returning in succeeding years their usefulness in estimating risks and ex- year of telecast pectancies in future programming remains 1953 and before 118 77 (63 %) 60 (78 %) 42 (70 %) 25 (60%) 21% to be proved. The key tables are presented 1954 42 23 (55 %) 13 (57 %) 8 (62 %) 19% 1955 42 23 (55%) (70 %) on this page. 16 38% 1956 41 15 (37 %) 379'° On the next two pages are lists of current 1957 52 network tv programs according to the year TOTAL PROGRAMS 118 119 125 119 116 in which they were introduced, of Top Ten Note: 1953 through 1956 data is for November- December. 1957 data is from second December NTI shows of former years that have since gone report. Only 30- and 60- minute regularly scheduled evening shows are considered. If a show switched from off the air, and of current Top Tens with evening to daytime it was considered dropped. their years of origin.

CURRENT NETWORK EVENING TV SHOWS BY YEAR OF ORIGIN AND SHOW TYPE

The process of trial and error that goes into the development all 11 shows now on the air in that category-out of 46 intro- of a network program schedule can be detected from this table, duced in the past five years -are at least one year old, and 8 along with evidence of the relative staminas of different proof the 11 have been running since 1953 or earlier. In suspense gram types. The table shows, reading from top to bottom, the drama, western drama and variety shows this situation is re- number of programs now on the air in each category; the total versed; in each of these groups at least half are new this year. number introduced in each category between 1953 and 1956, Considering all programs, 26% of all those which were on and the number (and percentage) of these old -timers still on the the air in 1953 or which appeared in 1954 through 1956, networks. Included also are the perennials that started before are still on the air. These represent 55% of the current network 1953 and were on in that year. General drama is unique in that schedule, while this season's 52 new shows represent 45 %.

QUIZ & GENERAL SUSPENSE SIT WESTERN AUDIENCE Type DRAMA DRAMA COMEDY DRAMA ADVENTURE VARIETY PARTICIPATION OTHER ALL EVENING Duration 30 Min. 60 Min. 30 Min. 30 Min. 30 Min. 60 Min. 30 Min.° 30 Min. 60 Min. 30 Min. 60 Min. 30 Min. 60 Min. Current Shows 6 5 11 21 10 4 11 16 9 12 7 4 94 22 Year of Origin 1957 0 0 8 8 6 3 4 11 3 4 2 3 43 9 1956 1 0 0 2 2 1 3 1 2 2 1 0 12 3 1955 1 0 1 4 2 0 3 1 3 1 0 0 13 3 1954 0 1 1 2 0 0 lt 0 0 1 1 1 6 2 1953 & 4 4 1 5 0 0 0 3 1 4 3 0 20 5 prior Total Shows Originated 1952 -1956 28 18 23 51 9 1 11 31 18 33 20 243 Still on Network 6 5 3 13 4 1 7 5 6 8 5 1 51 13 % Still on Network 21% 28% 13% 26% 44% 100% 64% 16% 33% 24% 30% 26% °Category starts in 1955 tReclassifled In 1957

HISTORIES OF INDIVIDUAL SHOWS pages 138 -139 BROADCASTING Frly -mrt 24, 1958 Page 137 TV LIFE CYCLES CONTINUED

THE SURVIVORS In the columns below are listed some of the current tv programs according to the year in which they were introduced (the 1953 list includes some that actually started before that time). The programs in capital letters also made the Nielsen Top Ten in Novem- PULSE, VERIFAK ber- December of the same year they started. The year 1954 was noticeably a poor one from the standpoint of programs surviving HOOPER, CONLAN until now.

For keys to symbols after program names, all Pee! see footnote on page 139. 1953 We're building a better mousetrap in Adventures of Ozzie & Harriet (CS) Armstrong Circle Theatre (GD) GRAND RAPIDS, MICHIGAN GODFREY TALENT SCOUTS (VT) Burns & Allen (CS) DRAGNET (SD) ED SULLIVAN (GV) G. E. Theatre (GD) I LOVE LUCY (CS) Radio I've Got A Secret (QP) WMAX Jack Benny (CS) 1000 WATTS, COVERING MICHIGAN'S SECOND LARGEST MARKET Jane Wyman (GD) Kraft Theatre (GD) call RADIO -TV REPRESENTATIVES Life of Riley (CS) Loretta Young (GD) for details Name That Tune (QG) Person To Person (I) Schlitz Playhouse (GD) Studio One (GD) THIS IS YOUR LIFE (I) U. S. Steel Hour (GD) Voice of Firestone (CM) What's My Line (QP) You Asked For It (GV) YOU BET YOUR LIFE (QG) Your Hit Parade (VM)

1954 WERto penetrate! Climax (GD) December Bride (CS) DISNEYLAND (FV) Father Knows Best (CS) Lassie (CO) The Lineup (SD) People Are Funny (AP) Rin Tin Tin (A)

1955

Alfred Hitchcock Presents (SD) Bob Cummings (CS) Chevy Show (Music) (VM) Gunsmoke (EW) Lawrence Welk (VM) MILLIONAIRE (GD) Navy Log (A) Original Amateur Hour (VT) Peoples Choice (CS) PERRY COMO (VM) Phil Silvers (CS) Red Skelton (CS) Robin Hood (A) Sgt. Preston (A) $64,000 QUESTION (QG) Wyatt Earp (EW)

This powerful RADIO voice sends 1956 your message to a greater num- Jim Bowie (A) Bold Journey (DO) ber of listeners ... you get more CKLW Broken Arrow (EW) for your promotion dollar. J. E. Compau Cheyenne (EW) 50,000 WATTS Pridnl Circus Boy (A) Danny Thomas (CS) This powerful TV signal is sent to Ford Show (GV) ADAM Gale Storm (CS) a greater number of viewers . CKLW-TV YOUNG, INC. Lawrence Welk Talent (VT) costs you less by exposing your 325,000 WATTS Notional $64,000 Challenge (QG) ALLEN (GV) product to a bigger audience. Representative STEVE Telephone Time (GD) 20th Century (DO) GENERAL OFFICES GUARDIAN BLDG., DETROIT Twenty -One (QG) West Point (A) Zane Grey (EW) Page 138 February 24, 1958 BROADCASTING THE CASUALTIES We've Lit the Fuse at k-NiJZ Some of the shows that consistently made the Top Ten of a few years ago are no longer around. The lists below include programs that were in the November- Decem- ber Nielsen Top Ten for the years indicated but have since left the networks.

1953 Colgate Comedy Hour (CV) Jackie Gleason Show (GV) Arthur Godfrey Show (GV) Buick -Berle Show (CV) Fireside Theatre (GD) Ford Theatre (GD) Philco Playhouse (GD)

1954

Jackie Gleason (GV) Martha Raye (CV) Colgate Comedy Hour (CV) Ford Theatre (GD) Buick -Berle. Show (CV)

1955 Private Secretary (CS) Ford Theatre (GD) Martha Raye (CV) George Gobel (CV)

1956

Jackie Gleason (GV) Private Secretary (CS) THE ELITE With "On- The -Go" RADIO! This list below shows the program categories and years of origin of shows that made the Nielsen Top Ten in November and December this season. Only two 1957 entries are included. Four are from 1956; OUR 10th ANNIVERSARY five are from 1955; two are from 1954 CELEBRATING (that poor year again), and four are from 1953 or earlier. ... With fast- moving new programs new added the long -time favorites that make K -NUZ the top -rated radio Gunsmoke (EW) (1955) to Perry Como (VM) (1955) Ed Sullivan (GV) (pre -1953) station. Jack Benny (CS) (pre -1953) Steve Allen (GV) (1956) I've Got a Secret (QP) (pre -1953) G. E. Theatre (GD) (1953) Alfred Hitchcock Presents (SD) (1955) Danny Thomas (CS) (19%) Wyatt Earp (EW) (1955) $64,000 Question (QG) (1955) Cheyenne (EW) (1956) December Bride (CS) (1954) Lassie (CO) (1954) Zane Grey Theatre (EW) (1956) Tales of Wells Fargo (EW) (1957) Have Gun, Will Travel (EW) (1957) NO. 1 Buy in

KEYS TO SYMBOLS PROGRAM TYPES HOUSTON (Classification is supplied by tv networks) GD- General Drama SD- Suspense Drama CS- Situation Comedy EW- Western Drama A- Adventure EVENING VARIETY CV- Comedy GV- General VT- Talent VM- Musical

QUIZ & AUDIENCE PARTICIPATION AP- Audience Participation QG -Quiz Give Away NU Z AND NEWS QP -Quiz Panel HOUSTON'S 24 HOUR MUSIC OTHER PROGRAM TYPES National Reps.: Forjoc & Co.- Southern Reps.: CM- Concert & Familiar New York Chicago Los Angeles CLARKE BROWN CO.- Music Francisco Philadelphia Seattle Dallas New Orleans Atlanta CO -Child One -a -Week Son I- Interview IN HOUSTON, CALL DAVE MORRIS, lAckson 3 -2581 FV- Format Varies BROADCASTING February 24, 1958 Page 139 AN INTERVIEW WITH PETE CASH, PRESIDENT TO

TV LOOKS GOOD FOR 6% GAIN IN '58 The buyers will buy, says Cash, but they've got to be sold on the medium

A number of responsible people have said 'Then how will television wind up in '58 National spot will be up 8 %- pretty close that because of the softness in the national on an overall gross basis? to $400 million. economy, television sales are in for rough I say we will be about 6% above '57. And local? sledding. How does it look to you for '58? Which would bring the figure up to what? Local should be up 10%. Local spot is Well, as you know, sales right now are in Pretty close to $1.4 billion. dependent upon the continuation of hard good shape. Network billing is up. Tremen- Is that 6% in network and spot or total local selling and a continuation of the ex- dous activity occurred in spot in the last billing? cellent results that medium is getting for two or three weeks. But like the economy, advertisers. It is difficult to get figures on Total billing. business is soft. In spot the commitments are local, which makes it so difficult for us at all for shorter terms than before. There's a Let's break it down by segments, then. TvB to estimate anything on that side. lot of activity, but it's the 4 -week kind -the Where are we going in network billings in There is one big breakthrough we hope to 8 -week buy is a rare one. Again it depends 1958? make on a major retail group. I can't name upon what kind of sampling you are taking. Network billings in '58 will plateau for it at this point. But if we do, it alone will In talking to stations in some expanded the first quarter. However, along about May, mean about $10 million minimum. And, as markets -ones which have gone from two to I am afraid we will have some extra tough is true in so many industries, once a guy gets three stations or from one to two-the older selling problems on our hands. in and proves the efficiency of a given ad- stations have adjusted to the fact that there While this will be the result of many vertising medium his lead will pull others. are more stations getting a share of the things, I am most concerned now with ad- There are more and more indications of budgets, so they are not even trying to make vertisers who may say, "Let's pull back for successful tv use on the part of the local an evaluation -on the basis of 1957 against just two or three months." The advertiser advertiser. We are over the experimentation 1956. who wants a high quality product on tele- period. I refer specifically to the warehouse What was tv billing in '56 versus what vision must allow sufficient time in advance sale concept, which the bureau played a billing is going to be in 1958? of any committed programming to have his But you are talking about two completely product put on film or a script backlog different bases. You are talking about a situ- worked out for all his programs. Any delay ation where there are three stations where in reaching a decision on a network com- there used to be one. mitment will prejudice this preparation pe- Isn't that something similar to what Phil riod, and conversely, any lack of preparation McHugh [of Campbell -Ewald, BROAD- will affect a decision relative to a network CASTING, Jan. 13] was talking about, ex- commitment. cept he was talking about audiences? Despite the plateau in the first quarter, That's right. And we are not fighting with however, annual network billings are ex- Phil McHugh's audience analysis. If you pected to reach an all -time high for the year read his comments closely, you'll see that he as more and more advertisers find television said: their most efficient medium. "The amount of rise is not as great as it Do you have a rough estimate of that was." But the headlines came out: "Tele- figure? And what percentage it may be vision viewing is falling off." This is where above '57? we took issue; not with McHugh, but bas- The networks will run about 3% ahead ically with the way the thing was written up. of '57. to audiences for a minute, if I may. Back Which will bring them to what? We are in darn good shape in the Nielsen Pocketpiece, the latest one. The average $680 million. audiences were above the preceding year in Do you think all three networks will finish the case of the Top IO shows. You were the '58 with higher total gross revenues than in only publication, I think, to pick up this '57? fact -that this was the test to note the con- Yes. sumer's interest in the commercials and the It will not be a sharing such as you were ability of the advertiser to write interesting talking about in the added facilities markets? commercials. No. Coming back to your original question: I would like to jump to national spot, then Yes, business is soft, but it is soft in many to local for the same estimates for 1958. areas. Some are predicting a softness of three to six months, not for the full year. Spot terms are short . 8 -week buys are rare Page 140 Felirudry 24, 1958 BROADCASTING cacht kAwtu7.4

We watch our Advertisers' Results

And we see that they get the most for every advertising dollar. (Of course, we love our audience ratings, too .... tops in Pulse and Hooper for years.)

Representatives: WTRY John Blair & Co.

WAVZ ALBANY, SCHENECTADY, TROY, NEW YORK National: Hollingbery Co. New England: Kertell- Carter NEW HAVEN, CONN.

Daniel W. Kops, President Richard J. Monahan, Vice President and National Advertising Manager

BROADCASTING February 24, 1958 Page 141 With the softness of the market, don't you that fit into the category. But here's the CONTINUED CASH think that some of the advertisers who have gauntlet they threw at us: You tell us what could be in- we should do. Some of this company's stores de- never used television before large part in alerting advertisers to-and have been using television and they have it Roch- duced to start? veloping for them. We proved in been successful. Now if they were not suc- W. Va. Tele- Yes, you find people of the Adell Chemi- ester; we proved it in Wheeling, cessful, we would be just whistling "Dixie" to the cal Co. type who constantly are increasing vision can deliver a buying audience trying to go after them and say, "Spend cam- and increasing and increasing. They spur stores when they use the saturation money in television." sale. I refer to a others. There is a firm in the South called paign to announce a given Are you working with the agency? in the 1956 -57 warehouse "Texize" which is going just as strongly, 97% increase This is directly with the advertising man- is an increase on top using the identical approach to sell the con- sale. In 57 -58 there ager of the company. We were pleased to see dollars. Now this is pretty sumer. The success story is still very basic. of that in total this company develop a terrific booklet on when sales supposedly are slow. Coming back to local billings. As I said, fantastic, "How to Use Television." They're sending a this winter than last? the local increase will be 10 % -up to $336 Is selling tougher new kit out now to all their stores. Now this We find it so. Yes. million. It has been demonstrated, enough is automatically an endorsement of television way? and to enough advertisers, that they can get In what by management. Well, tougher in the fact that more media fast action with local tv. Happily (or un- Will you tell us of some of the success are alerted to good selling. And the better happily) we have the product available. We cases of TvB and some of the products that the job the other media do the tougher our used to hear this old cry, you know: "Well, have been sold direct on television? job becomes -but better for all of us. As none of the excellent areas of selling time a matter of fact, when anyone goofs it can are available; they are all kept for the big Take Spring Mills. Sales of product in had increases of as set us all back. national advertisers." This is no longer true. August and January We find no trouble at all in getting audi- But it is a matter of explaining that it is much as 76 %. ences to television presentations. I think you available. Some of the people on the highest And Oldsmobile. Here again is the beauty noticed this here in New York and in some levels don't know this, and we are not going of this medium. Oldsmobile has some ex- of the other cities we just covered. The to make any bones about the fact that tele- cellent franchises in all media. A strike in curiosity is there. Because these people have vision today has plenty of good product to one of their body plants caused a delay in narrowing profit margins they feel a much sell. getting their car out on a given date. Well, larger responsibility in how they use their Your most difficult position to get in is a just about three weeks before that date they money-this is why you get this close hard position where you are sold out, and this had to make a fast media shift where they analysis of "what I do with my advertising may be one of the things that radio may be could to move the pressure to the day before budget" as all media costs rise. Now this is facing very quickly. I understand that Mutual the car was actually to be shown to the pub- starting to make media really sit up and Radio Network was sold out two weeks be- lic. In this instance, spot television was the measure themselves closely. fore Christmas or something like that, and tool. They spent $60,000 in one night. This Happily, we have data -the Pulse studies, they didn't have anything to sell. You don't is a physical demonstration of how this the Niélsen studies -that show not only the want to get into this position, as enviable as medium can be used to hike sales when a income level of homes but also the type of it may seem, because then you are pre- selling season is coming up. home that does the viewing and when they cluding an advertiser who might like to use We are particularly pleased with the de- do it. The advertiser's decision will rest bas- the medium. velopments of the Sun Oil Co. account, and ically on how well each of the media culls here again I'm talking strictly about the par- You mentioned a retailer ready to invest out the kind of customer the advertiser is ticular attributes of the medium. We can $10 million in local spot. Is this a national for. demonstrate how Sun Oil with this pump looking chain which then would put that money into This can mean sizable money for tele- can mix the gas -can physically show the a number of local markets or is it in one who needs heavy ad- consumer who wants to buy gasoline, "Here's vision. Here is a man major market? vertising now, but he's going to take months the pump; walk up to it. Which one do you to analyze his needs before he moves. This This would go into a number of markets. want ?" is what makes our selling that much more It's pretty easy to identify, because we are In other categories we find New York Life difficult. talking about half a dozen potential ones Insurance, testing now in Providence. We find the Lumberman's Mutual, which has The worst position you can be in is `Sold Out' been receiving our material in sales presentations the past year and a half. The biggest tv user in the insurance field is, of course, Prudential. Prudential wrote $8 billion of insurance in 1956. I have just learned the figure they recorded in '57 -$11 billion. Selling itself, TvB knows that its greatest growth and success story is in its service to advertisers and agencies. Take Sams retail store in Detroit, for example. Our retail department under Howard Abrahams has developed this hard selling store into a consistent tv advertiser. But the volume of requests now makes it imperative that we expand our staff and this must come from new income from new members. Can you name any others who converted to tv after TvB presentations? The New York Stock Exchange is now evaluating the total results of their efforts in a test market. And consider those banks which have been using television, and ever so successfully, particularly the First Na- tional City Bank here in New York City. TvB alerts those persons responsible, the treasurers of companies, the bankers themselves, to the effectiveness of television. We spoke to them quite specifically in the

Page 142 February 24, 1958 BROADCASTING ON TOP in SAN ANTONIO

THE SAN ANTONIO TELEVISION AUDIENCE KONO.TV January 19 -25. 1958 SAN ANTONIO METROPOLITAN AREA STATION STATION KONO Other STATION SHARE OF ) ) A ( B (ABC) SETS -IN -USE SUMMARY

MONDAY THRU FRIDAY

Sign -On to 9:00 AM 51.7 63.9 9:00 AM to 12:00 Noon 57.4 36.7 8.0

SIGN -ON TO NOON 55.9 42.6 8.0

Noon to 3:00 PM 28.3 42.6 29.1 3:00 PM to 6:00 PM 31.2 24.4 44.4

Noon to 6:00 PM 30.0 31.7 38.3

6:00 PM to 10:00 PM 32.7 31.3 35.8 0.2 10:00 PM to Midnight 34.8 20.0 48.0

6:00 PM to Midnight 33.1 29.4 38.0 0.2

SATURDAY

Sign -On to 6:00 PM 31.7 34.8 43.7 6:00 PM to 10:00 PM 28.9 51.1 20.0 10:00 PM to Midnight 21.5 17.7 60.8

SUNDAY

Sign -On to 6:00 PM 31.8 27.6 42.1 6:00 PM to 10:00 PM 27.4 38.8 33.8 10:00 PM to Midnight 38.3 9.1 52.6

SUNDAY THRU SATURDAY

6:00 PM to 10:00 PM 31.4 35.2 33.2 0.2 10:00 PM to Midnight 32.6 18.0 51.2

6:00 PM to Midnight 31.6 32.2 36.6 0.2

SIGN -ON TO SIGN -OFF 34.0 33.':' 3 6 3 0.2

AMERICAN RESEARCH BUREAU INC.

olliliafe

H -R TELEVISION, INC. NEW YORK CHICAGO LOS ANGELES SAN FRANCISCO CLARKE BROWN CO. DALLAS HOUSTON ATLANTA NEW ORLEANS DENVER

BROADCASTING February 24, 1958 Page 143 their basic medium world, the automotive world and the major CASH CONTINUED & Gamble to Lestoil -as of communicating and selling to people. Our retailers, both big in their individual cities are some and big in the total nation, like mail order presentation of the "Vision of Television west coast office believes that there wind out there from the houses. 1958." Over 7,000 advertisers have seen this fine things in the major packers, including the tuna people, in the past two months. The important thing Is TvB doing anything about color tele- which are already active. There are also is to invest money and get it back, so you vision? out there that can reinvest both in product and in person- some major department stores Nothing more than to apprise advertisers are to some real activity in nel and in advertising. they looking for of how much color television is already here. next Where TvB success stories rack up is this year. Again referring to our "Vision of Television" I probably the most important suc- something we will never be able to measure. think presentations, 75 advertisers have already cess of TvB, as we look back across the year We are delighted to find that when our pres- had experience in color television, 96% of of '57, been the development of new entation goes down to a given market for a has the homes can be reached with color tele- given advertiser, that if the station doesn't sales material; namely, the spot sampler vision transmission, some 250 stations are which is actively being used by media people use it on that given advertiser, he turns it so equipped. Being a color viewer myself in agencies that know about it, to two other types of advertisers. I heard of in most major my own home, I'm convinced that people image idea developed by such a case this morning. Happily he made and the corporate who don't have color are just precluding Halsey Barrett, director of natural sales. sales from both; one was a new category-a themselves from man's newest form of pleas- window cleaning company in Milwaukee. What area is TvB shooting for primarily ure and interest and knowledge and appre- Convenience items, those under a dollar, in '58? ciation of what's going on about us. insurance are basically using television-from Procter The major steel companies, the will there be any significant upturn in color this year, either by advertisers or by viewer acceptance? Well, viewer acceptance in homes that already are color equipped is tremendously high. Crosley stations are originating over 15 hours of local color per week. If people would do a few simple things: Turn the set on before you are ready to tune in your color television show; give the set a chance to warm up; get it set once and walk away from it; if mother suddenly thinks the girl's dress should be redder -sorry, stay away from it. This is a very sensitive and very hard -working and able piece of machinery, but there are too many people who want to change the shading of what Miss X should look like and what her dress should look like. My set is two years old and there hasn't been a service man near our home, and this thing goes at least two or three hours a day. You've been talking about success stories. Have you had any failure stories, say, in the past year, that you learned something from? Here's one you might call a failure story. Let me talk about it, because you might be able to develop this thing back into a positive Our 1957 list story. As you know, the Edsel show broke-the of more than first television use by the Edsel came out Oct. 13, a Sunday night special show they had on CBS-TV from 8 to 9 o'clock. This 400 advertisers show [starring Bing Crosby, Frank Sinatra and Rosemary Clooney] had a fantastic audi- testifies: ence, the commercials were great, TvB put a lot of money in research and we found a great increase in the level of knowledgeability about different items in this car - WQXR SELLS the trunk feature, the speedometer feature, the teletouch shift on the steering wheel. 1957 was a record -breaking year for WQXR, We can say this is a television failure because Edsel has had tough sledding. All America's only 50,000 -watt good music station. other cars, the new models, broke immedi- Its expanding list of advertisers ... about 100 ately after this show. People then had a new this year ... kept pace with its growing chance to truly compare. I think there are some 18 recognized models on the road. The audience. Why? Because WQXR sells. It fills a knowledgeability and acceptance of these distinct need and reaches a distinctive part of other cars make the Edsel's sales job really tough. We naturally would have hoped America's most massive market. that we would have driven Edsel's sales up. You don't do this: as the old expression goes, for more than a million New York families, noth- one swallow doesn't make a summer. ing takes the place of Edsel now is using NBC -TV's Wagon 50,000 watts AM & FM Train and its performance is great. But Radio station of The New York Times 229 West 43rd Street, New York 36, N. Y Edsel must not let the audience get cold. He WQXR LAckawanna 4-1100 must keep after the audience with the lowest Page 144 February 24, 1958 BROADCASTING United Press Movietone News wel- comes four stations of the Triangle Publications group: 1. WFBG -TV, Altoona, Pa. 2. WNBF-TV, Binghamton, N. Y. 3. WNHC -TV, New Haven, Conn. 4. WFIL -TV, Philadelphia, Pa. United Press ...... Preference for UPMT continues to O 0O pyramid. ou0000000000000000000000aa00000aaoe000000000av000000000000000aoaoo...... Through its 86 clients and their net- News works, it is broadcast the world over by 267 stations. Among newsfilm services, it is easily No. 1.

BROADCASTING February 24, 1958 Page 145 I am convinced that if Cadillac went Motors has increased its share with Chevy CASH CONTINUED 100% into television tomorrow -and we leading. could accommodate them very well in the In the final analysis it's how well the cost medium-tv--and hit them regularly. kind of atmosphere they would like to op- viewers are being sold on the floor of the Like most of Detroit, Edsel is underspent in erate in -we could sell as many or more dealership. tv. I know they are spending more money cars as they are now selling through other Getting back to where we are going in were last year at this this year than they media. '58, what significant trends do you see in given time. The automobile, though, since it it true that Chevy spends more week audience composition? is such a vital part of our economy, should Isn't week than, say, Pontaic, and that Well, as you know, almost anyone who turn more and more to television and really in and out Chevy sales have not dropped this year, takes a survey of audience composition finds use it. Make tv the basic medium, let the whereas of the others did not spend that the lady of the house is a big customer top advertisers use it by and large as their some as much and have had a sales drop? in television. She spends more time with it basic medium; then we've really got some than any other member of the family. sales pressure that can move these cars. There may be a relationship there, but I involved Will that increase in '58? Do you think Cadillac is justified in stay- think many other factors are - It will increase in direct relationship to ing out of television? model, price, activities of competitors. Ford and Chrysler sales increased in '57; so did the increase in population with new homes Cadillac is completely out of television. being formed. There isn't any question any- their tv expenditures. Chevy is now in the Cadillac has had an acceptance built up more in the advertiser's mind, I find, about production and is heavy in tv. through good advertising for the past quarter upswing with tv being the basic medium. You can reach of a century. It's an excellent product. Talking about the motors in total, General more people through television than you , can with any other medium: Let me go back to the automotive world for a moment. Al- though the nation now has 85% of its homes equipped with television sets an automotive advertiser will recognize that 95% of the homes that are car buyers are tv equipped. The market he is trying to hit is already television equipped. So it's not a question of whether television can reach them physically. He already knows this. It by fall almost bores him when we bring it up. Do you think daytime tv will increase? Daytime is in such good shape now that we have product to sell at night. It used to be, a year and a half ago, "please help us sell A NEW MARKET daytime." All of us put our energies into it, and I am talking about every member of the selling community of the television industry, and daytime is in great shape. So is late Tall tower going up- night. double Are you talking about network, spot and will almost local? WIS -TV market- That's right. Let me make another point about tv viewing. I don't know whether you folks have GRADE B POPULATION had a chance to analyze Nielsen's figures WILL INCREASE closely (Nielsen's Pocketpieces) but I was amazed to learn one thing-in the first Jan- uary report 9:45 to 10 p.m. Saturday 7.f% showed almost 72.2% of the sets in use. Now this is a fantastic level. This is even GRADE B AREA higher than Sunday night. It's pretty re- WILL INCREASE markable when you are talking about seven out of ten homes looking at their television .7% sets on Saturday nights at 10 o'clock- 84 nothing special on, only shows that have been regular weekly features. This is where I take exception to the 1522 feet, tallest east of the Mississippi John Cunninghams and their "boredom factor" [device used by Mr. Cunningham, president of Cunningham & Walsh, to dramatize his argument that too much programming lacks initiative and imagination]. I think Americans are pretty intelligent people. If they don't like a program, they'll turn it off; they have plenty of choices if they are not pleased with what they are looking at or can see. On the front page of one of our major publications recently there was a story saying that the moving picture business in the last quarter has taken an awful beating. Now they relate it to the use of better mov- G. Richard Shafto, Executive Vice Pres. ing pictures on television. Well, this may be Charles A. Batson, Managing Director true. I don't know. But certainly this is better product for free television. Represented nationally by As a Peters, Griffith and Woodward, Inc. matter of fact, I don't know whether this is worth reporting, but I will get this Page 146 February 24, 1958 BRoADCASTINß GREEN BAY

more than a third of the state's population, 25 of its counties and 10 of the principal cities. BASK ABC NETWORK, SELECTED CBS ASK HEADLEY -REED TV

CHANNEL 5

Serving the famous Industrial Cities of the Fox River Valley and Eastern Wisconsin CASH CONTINUED

out of my system. If toll television is so great, what is the difference between toll television and moving pictures really? Don't you pay a fee to go to a movie? Isn't this the same thing? Just another system, except you have to go out of your home to see it, instead of seeing it in your home, isn't it? But the moving picture business is only soft when the product is bad, and our product is great in television and our product is not soft, far from the levels of both advertising and investment of people's viewing. Nielsen very specifically defined this: on Sunday, Oct. 13, 35 million homes watched an average of two hours over a period of four hours. Now this may not be as great a gain as we had percentage -wise three years ago, but how big is big? Has TvB taken a position on toll television? Not officially, and we will not officially. I think there are enough people talking about toll television now. Our business is to sell this positive free television system. You people have reported and watched very closely the Bartlesville test. What's happening down there? There were 500 or 600 subscribers; now there are about 300. Now I am sure that all the toll television ad- vocates were putting their best foot forward in that city, and this is the result. A lot of . people think there is a fast buck in it. That's why we get the reporting of it, the activity of it, because frankly, toll tv would be to the advantage of competitive media that are reporting it so loudly. I haven's seen a report on the front page of any major news- Youth --On Target! paper on Bartlesville for a long time. What is the growth possibility of TvB during 1958? Are you growing? Seventh -day Adventist youth are often characterized as young people who Yes, we are growing in two areas: new "don't dance, smoke, drink ..." stations are going on the air and income While this description is phrased in negatives it may justify a look at a Christian philosophy producing a relatively high percentage of young people levels are increasing because of some sta- with built -in standards, self -discipline and ideals. tions bringing their rates up to the level they Next month-March 15 to 22 -the Young People's Week of Prayer will should be. There is still a tremendous be observed in Seventh-day Adventist churches around the world. It is en- number of non -members we've got to spend couraging to see any group of youth in today's kind of world meeting for more time soliciting, which we have not prayer and dedication. been doing in last year. But they don't get that way over night. A look back into February reveals the one of the influences that produce auch results, for in this month Adventists Frankly, we have been out selling tv and observe Christian Home Week and Family Altar Day. putting our energies more toward that than These events emphasize a tradition of family discipline and avoidance strictly to the recruitment of members, of many common self -indulgences, as well as the positive practice of devotions which we obviously had to do during the and Christian fellowship as a family unit. While not infallible, these influences first year in addition to the selling. do help to start most children on a way of life that will make them constructive citizens. WM you get your Chicago office opened Adventists regard their young people highly. Within the church program this year? are summer camps for church and non -church youth alike; an effective organi- It depends completely upon about 30 zation for youth-the Missionary Volunteers- providing recreation, study and individual managers of non -member stations devotional pursuits; a complete educational system extending through graduate and professional level; a profusion of journals and books for all ages; and because with those 30 individual stations the keystone of all -the Christian home. added to our list we can do all the things we It is in such programs among all religious groups that we find a proven should be doing and on an accelerated scale, answer to the present problems of youth in society. plus adding the Chicago office. How does your budget compare with the For a complete, indexed, background file of Seventh -day newspaper budget? It's about one -third of the newspaper information, contact of offices listed below. Adventist one the Bureau of Advertising. Roughly, what is your budget? SEVENTH -DAY ADVENTIST In excess of $800,000. And the radio budget? INFORMATION SERVICES The Radio Advertising Bureau's budget is nearly identical, although I think theirs World Headquarters Office New York Office is a little bit ahead of TvB's. I believe their 6840 Eastern Avenue, Washington 12, D.C. New York Center, 227 W. 46 St., N.Y. 36 membership is close to 800; ours is 250. RAndolph 3 -0800 JUdson 6-2336 They have a potential of some 3,000 sta- Howard 8. Weeks, P.R. Director Helen F. Smith, P.R. Director tions, and our outside potential right now is less than 500. Page 148 February 24, 1958 BROADCASTING What is the great untapped area of ad- I think this has been proven by all dif- spent on spot, there are some stations which vertising for television? ferent means of measurement. say, "I'm down, way down." Have you tak- Well, we've touched upon the great re- Will it continue this year? en any averages on the number of reporting tailers, which we have not really tapped. I think it will, definitely, as long as stations on your spot reports? It's a fact that we are still in a position to homes continue to increase in our country Yes, we have. Remember we are report- increase their sales and will continue to be as they are, as they are constantly being ing as all other media report-in gross dol- as long as we can build on the patterns that equipped with television sets, and as they lars. I am glad you brought this point up, we have built through '57. We are gaining are using the sets more. These are three because it may be helpful here to point out more circulation in homes and in time spent factors working in our favor. what meaning the gross dollars have in any by the homes; hence, we deserve higher I think some of you were at the Adver- advertising media evaluation. They should rates. That latter factor you would logically tising Research Foundation meeting when not be management tools on the part of sta- conclude, as you should, is a retardant to the subject came up on cost per thousand tion operators to evaluate their productivity bringing in retailers, who are in the great and whether you could compare one medi- against a preceding date in time or against untapped area. um to the other. Somebody tried to say a competitive station. We have no questions it can't be done old apples and oranges from the advertisers as to the accuracy of What happens to the medium which the -the bit. But one man -Seymour Banks of Leo TvB's Rorabaugh Report. I think that if retailer now uses- newspapers? Burnett Co. got up and said, "Gentlemen, people would use these dollar figures in re- Because of the increases in costs of news- let's stop this nonsense. Which one of you in lation to the placement of business in what print and the increased cost of doing busi- this room does not make such a compari- time periods and what discounts are being ness, they've got to charge more, yet they son?" No one can operate in a vacuum. given in those time periods they would then don't have a corresponding circulation Believe me, you and your fine book have to get a much clearer picture of their own growth to merit rate increases. The retail operate against the efficiencies or lack of performance and possibly do some construc- advertiser, analyzing the growth trends of efficiencies of every other fellow; and once tive things about adjusting their discounts. the cost of using media, does not mind you think you are the only book in the I mentioned earlier that daytime business paying more for media if he is reaching business, you are in trouble. is in pretty good shape; there was much more people. Happily for us, television is I don't know whether I have answered more activity in daytime in '57, say, than reaching more of his best customers and this specifically. I think tv's cost per thou- there was in '56. Daytime for a long time probably will continue to as long as we have sand will continue at the low efficient rates has been heavily discounted -maybe too this tremendous strength in the young grow- which are now being delivered. A thousand much so. The gross dollar basis must be the ing homes. This is the customer you must homes are a thousand impressions delivered. method of recording. So when you start build on. We said this three years ago; we They are already lower than for any other recording a lot of activity which is now in have said it every day since; we will con- measured advertising medium. an area of time which is heavily discounted tinue to say it. The big bulk of television Have stations by and large reached their -namely, daytime -your figures start draw- audiences is in the home in the 16 -35 age potential in terms of dollars? ing apart from the reality of what the gross bracket and the 35 -50 age bracket. No. Larger circulation, more sets in use, shows. We never have any problem with Does this mean the cost per thousand more time spent, color . . . AA or AAA time. These are within a frac- for television is actually going down, while Every time we run a story where you tion of 1% of what the advertisers are ac- for some of the other media it is going up? say spot is way up, more money is being tually spending, because the discounts are

2 STATES QUINT-CITIES 14 COUNTIES Davenport - Bettendorf, Iowa Rock Island - Moline - East Moline, Illinois $1,016,748,000 Effective Buying Income

Effective Gross Radio Buying Retail Form Form Population Homes Homes Income Sales Population Income IOWA (000) (000) (000) Cedar 18,700 5,500 5,380 S 29,981 $ 21,768 7,900 S 35,049 Clinton 53,100 16,200 15,860 86,844 74,746 9,400 43,161 Jackson 18,400 5,600 5,450 23,702 23,236 7,700 20,792 Jones 18,800 5,700 5,550 25,500 22,468 7,800 31,854 Muscatine 34,200 10,800 10,560 49,652 44,377 5,700 20,600 Scott 114,800 33,800 33,090 211,072 165,075 7,700 25,299

Iowa Total 258,000 77,600 75,890 S 426,751 $351,670 46,200 $176,755 ILLINOIS Carroll 19,900 6,300 6,120 5 32,677 S 21,679 5,500 5 22,131 Henderson 8,100 3,500 2,410 12,348 5,164 4,100 14,264 Henry 48,800 16,200 15710 79,376 56,488 11,400 48,173 Jo Daviess 21,800 6,800 6,500 30,851 23,305 7,700 18,504 Mercer 16,700 5,400 5,270 25,800 13,486 7,100 24,493 Rock Island 147,400 45,500 44,040 283,203 166,416 6,300 15,e38 Warren 25,400 8,000 7,760 41,100 24,699 6,700 31,596 Whiteside 52,700 16,800 16,330 84,642 64,963 9,800 26,153

Illinois Total 340,800 107,500 104,140 $ 589,997 $376,200. 58,600 $201,202 Grand Total 598,800 185,100 180,030 $1.016.748 5727,870 104,800 $377,957

NCS No. 2 - Rodio Coverage Salesmanagemont's "Survey of Buying Power - 1957" U. S. Censu of Agriculture

Col. B. J. Palmer, President Peters, Griffin, Woodward, Inc. RAD10 Ernest C. Sanders, Manager Exclusive National Representatives woc AM - FM Mark Wodlinger, Sales Manager Tri -City Broadcasting Co. Davenport, Iowa For over 35 years the Quint -Cities' senior station

BROADCASTING February 24, 1958 Page 149 is to be the practice in '58 as country), to see the Vanguard stand up and CASH CONTINUED what going you would envision it? fall over. This did more than anything else to show the American public what was go- low. When you start to get a tremendous I think for the astute and the knowledge- missiles program. bulk of business in either daytime or late able advertiser he will be in there for 52 ing on in our night where discounts are high, then your weeks -P &G, General Foods, General These things are wonderful areas for- grosses start to get away from your nets. Mills. For others it depends frankly upon coming back to it -a Cadillac to sponsor, want What's going to be the discount practice how quickly this recession in our economy, if this be the kind of framework they of '58? as we find it right now, turns around; what to be operating in and reach serious- minded I don't think it will change appreciably stockholder relationships are, or again one American people. at all. basic thing: how well we sell the television I heard Mr. Cunningham's speech before Will there be changes in other patterns of medium as the basis of keeping your busi- the Assn. of National Advertisers. There doing business, such as length of contract, ness in front of the American public, as dis- were lots of things that unfortunately were cancelation notice, tools or mechanics of tinguished from the in- and -out operation not picked up because it wasn't to the ad- that nature in '58? For instance, how about which will only tend to drag the whole econ- vantage of certain people to pick them up. network practice? omy down. It was picked up in a negative sense. Maybe I don't think there will be an appreciable Then the greatest demand on television this is just a function of American people change, nor should there be. management in '58 is going to be his sales- who like to hear what's wrong with things Will there be shorter terms? Will there manship of his own medium? rather than what is right with things. It be longer terms? No doubt. makes for better readership, anyway. I feel very strongly about short term and About programming. Is it as bad as Mr. Coming back, why is it that Lestoil is long term commitments, especially in net- Cunningham says? successful? If you analyze their commercial work -and, for that matter, in spot too. But No, I never did agree with Mr. Cunning- they only talk about how good their product in network where you build a program and ham, and frankly I don't think Mr. Cun- is-not that it is better than someone elses carve out a time for it and have it heavily ningham meant to have his remarks inter- -and how it should be used. This is all the promoted by both station and advertiser to preted to the world as they were. Mr. Cun- American public wants to know: how can I the large majority of America, then we are ningham realizes that the television medium, better use what products you have to sell? in business for a 365 -day year. It's an edu- as his own agency embraces it and as many Now what's good about your product? cational job. People should think in terms of its clients do, is one of the finest media Unfortunately, I hate to even find myself of the 52 -week contract. I think it is unfair that has ever been put into man's hands. talking this morning, making comparisons to those businesses which use tv for the full No one has ever challenged the great scope and finding the best medium and this, that, year to build the audience and then have and vision which I believe Mr. Cunningham and the other thing, because it's always in- someone come in for a short term and trade has for television, namely, that to quote ferred as "Here we go, this is going to be an on the audience the 52- weeker has built. him, "it allows you to peer around the anti -newspaper year or an anti- magazine And again one of the bases of any good corners of the earth, to sit in your own liv- year." We've got the medium that by its advertising is the frequency, the pull it ing room and save your own soul, to visit very elements can do more for a product: gives you, rather than the jerk of being in the parliaments of nations." Or to have an sight, sound, action. We, too, often lose and out. interview with Walter Reuther (a man pretty touch with this basic sight and sound and This is the principle or philosophy, but important in the overall economy of this action.

Market (number WHERE TV MONEY GOES of operating stations) Network Spot Local MEMPHIS (3) 1,426,430 2,285,905 575,320 Here is an FCC local television ad- tabulation of network, spot and MIAMI -FT. vertising in individual tv markets. The figures are for 1956, the LAUDERDALE (4#) 906,627 2,813,661 2,090,835 latest available. MILWAUKEE (4# ) 1,719,730 4,455,469 1,338,889 MINNEAPOLIS -ST. Market (number PAUL (4f) 2,108,738 3,530,245 2,958,587 of operating stations) Network Spot Local NASHVILLE (3) 977,830 1,124,957 1,287,850 ALBANY-SCHENECTADY- NEW YORK CITY (7) 10,573,201 31,704,963 13,424,684 NORFOLK- PORTSMOUTH- TROY (3 #) S1,064,196 S2,276,346 S 908,472 ALBUQUERQUE (3) 267,643 355,407 650,397 NEWPORT NEWS- ATLANTA (3) 1,619,681 2,498,168 1,577,931 HAMPTON (3) 921,956 1,628,333 815,375 BALTIMORE (3) 2.251,460 3,235,395 2,759,035 PHILADELPHIA (3) 4,449,160 9,775,734 4,392,631 BUFFALO -NIAGARA PHOENIX (4) 565,028 1,003,703 1,097,177 PALLS (3) 1,556,774 3,013,267 2,275,918 PORTLAND, ORE. (4 #) 1,116,251 2,856,608 1,075,755 RICHMOND - CEDAR RAPIDS - PETERSBURG WATERLOO (3) 509,057 1,334,139 341,425 (3# ) 1,026,229 1,334,439 494,510 ROANOKE -LYNCHBURG CHARLESTON -OAK HILL - (3) 701,989 954,092 '461,932 ROCHESTER (3) 1,154,173 HUNTINGTON - 1,933,985 1,018,198 SACRAMENTO (3) 744,982 1,725,677 ASHLAND (4) 957,567 1,457,401 976,465 660,479 SALT LAKE (3) 918,994 1,225,274 CHICAGO (4) 5,571,357 15,666,289 8,343,321 1,228,219 SAN ANTONIO (3) 891,851 2,031,509 CINCINNATI (3) 2,000,833 3,190,263 1,942,459 809,383 SAN FRANCISCO - CLEVELAND (3) 3,743,376 5,990,592 3,079,425 OAKLAND (4) 2,926,136 5,246,102 COLORADO SPRINGS. 4,012,190 SEATTLE -TACOMA (4) 1,512,311 3,565,346 1,420,524 PUEBLO (3) 112,554 288,408 662,330 SOUTH BEND-ELKHART (3) 365,568 711,147 COLUMBUS, OHIO (3) 1,456,087 3,094,819 1,697,053 483,591 SPOKANE (3) 442,906 1,634,270 DALLAS -FORT WORTH (4) 2,026,717 3,124,548 2,792,923 835,128 ST. LOUIS (3) 2,156,951 4,157,438 2,902,037 DENVER (4) 1,105,679 2,216,387 1,911,443 TAMPA - DES MOINES -AMES (3) 1,415,762 1,646,727 663,505 ST. PETERSBURG (3) 614,508 1,428,560 1,003,280 DETROIT (3) 3,942,451 7,125,928 5,072,627 TUCSON (3 112,788 168,914 958,210 FRESNO -TULARE (4 #) 569,988 1,477,400 764,569 #) TULSA- MUSKOCEE (3) 1,045,618 1,397,755 1,000,187 SALVESTON- HOUSTON (3) 1,371,774 3,405,279 2,276,079 WASHINGTON (4) 2,265,112 4,867,280 2,055,914 GREEN BAY-MARINETTE (3) 446,666 806,356 638,772 WILKES BARRE- GREENSBORO -HIGH POINT - HAZELTON- SCRANTON (4) 631,921 800,766 WINSTON SALEM (3) 890,569 1,513,244 462,847 902,659 WICHITA - HARRISBURG (3) 164,843 260,262 323,515 HUTCHINSON, KAN. (4 #) 519,187 1,136,798 981,839 HARTFORD-NEW HAVEN - HONOLULU (3) 176,285 738,994 1,079,162 BRISTOL -NEW BRITAIN (3) 901,371 2,612,542 1,028,270 INDIANAPOLIS - Note: FCC does not publish data for markets having fewer than three BLOOMINGTON (3) 1,719,853 3,461,270 2,135,418 operating television stations or for those markets where the third KANSAS CITY (3) 1,990,647 3,978,281 1,211,905 station was in operation for only a short period of 1956. Spot and %NOxviLLE (3 #) 444,303 699,488 487,266 local time sales shown here are after all frequency and promotional discounts but before payments of commissions to agencies. sales -LITTLE ROCK - representatives, etc. Network figures denote revenue received by PINE BLUFF (3) 455,786 824,827 659,774 stations for sale of network time. LOS ANGELES (7) 4,848,643 16,698,440 15,442,154 st Not all stations in this market operated full year. MADISON (3) 200,192 488,581 592,405 t Data for this market incomplete. Page 150 February 24, 1958 BROADCASTING STRATOSPHERIC Playhouse r- Phil 90 Silvers 59.E A R B RATINGS L 56.5 (Texarkana Metropolitan Area Report, November, 1957)

¡ Sheriff of 1 Lucy & 1 Cochise Desi 56.5 64.1 J J MOST PEOPLE WATCH

Red KCM C-T V Climax Skelton 64.8 MOST OF THE TIME 56.8

MANY PEOPLE WATCH Doug Name That Edwards Tune 57.2 J KCMC -TV 58.4 1 To Tell EXCLUSIVELY THE TIME Gunsmoke the Truth -ALL 61.7 54.7 V__ FULL POWER- CHANNEL SIX

December r 6 P.M. Bride Local News 52.0 V 53.8 j

CHighwayTh Have Gun - Patrol TEXARKANA, TEXAS -ARKANSAS Will Travel 52.6 J 53.8 Your Only Buy in this Important Territory

Capt. Kangaroo 14.9 Garry Moore ..16.4 As the World ,\ Secret Storm ..25.2 00. Turns 21.3 Edge of Night 28.6 Mickey Mouse .34.0 WALTER M. WINDSOR RICHARD M. PETERS General Manager Commercial Manager Represented by Venard, Rintoul & McConnell, Inc.

BROADCASTING February 24, 7958 Page 151 PERS tUVE- 5 AN INTERVIEW WITH KEVIN SWEENEY, PRESIDENT RAB

HARD TIME IS GOOD TIME FOR RADIO Playing it right, medium can up its `ridiculous' share of ad dollar

What's the outlook for radio in '58? azine advertisers are increasingly realizing ply have to look at their trade journals to I think it's excellent. Of course I'm paid that you can't do a good job of covering this see what they have done. They have cut to say that it's excellent. The only problem country with magazines no matter how much their inventories to the bone, and they're for all advertising is the softness of retail circulation growth they have. listening to the double -domes in Washington business; and since radio's growth the last You spoke of the softness of the retail who say that business is going to be bad the few years has been predicated mostly on re- market. Shouldn't that actually be a stimu- first two or three months, or not as good as tail growth, this represents a danger to us. lant to greater advertising? in 1957. This makes them cautious. When But it's less of a danger to us, I think, than Theoretically it should, but merchants they're cautious, it hurts all kinds of adver- to any other medium. One thing that will when business is poor cut their advertising, tising, because the big ideas like, "Let's will help radio in 1958 is the negative as- take twelve pages in the newspaper and 400 and no amount of logic that this is the time pects of other media. Virtually every other or 500 announcements on the radio to hit to stimulate volume with advertising medium has trouble. seems this sale" becomes, "Let's run one page and Can you be specific as to what you mean to register with the major ones. let's skip all the other media." I'm talking by trouble? Are there any figures as to what the ex- now about the department store primarily. Take newspapers. The best indication of pectancy will be on retailers cutting adver- You mentioned the loss of circulation by the trouble that newspapers are in is the ad tising, say a percentage? newspapers. Can you tell us during that same appearing in the Jan. 4 Editor & Publisher No, because the retailers themselves are period was there an increase in radio sets? which signed by the New York Times, shows baffled as to what they will do. But you sim- Oh yes, radio sets have grown at about that the Times was the only newspaper which grew in the city of New York in 1957. It grew a staggering 14,000 copies. The ad showed the figures for the other newspapers, too. Their total loss was 453,000 copies daily. This kind of a thing is happening all over the country because of 7¢ and 10¢ newspapers. And, newspapers have no choice about going to 7¢ and 10¢ prices. So here is an opportunity for radio to grow at the expense of newspapers. I think the story you had in the Jan. 13 BROADCASTING about the growing resistance to the rates in television is simply a reflec- tion of the thinking many advertisers in the medium range have been doing for the last six months to a year. If you read RAB's success story material, you see that this advertiser, who originally was basically a newspaper and magazine advertiser, switched to television, found it too expensive and has rebounded into radio. So I think we're going to grow somewhat because of the softness in television. Magazines have a chronic problem which is that they cannot grow fast enough to match the growth of the country. The radio networks are going to prosper because mag-

KEVIN SWEENEY, president of Radio Advertising Bureau, admits he naw- rally sees an excellent outlook for radio . . . "I'm paid to say that it's excellent." But he develops a cogent argument that radio is in less danger from a softness than any other medium. In his opinion it may even mean new money for the medium.

Page 152 February 24, 1958 BROADCASTING THE TRADEMARK OF LEADERSHIP

[HT IkTP#hJ PROVIDENCE, R.I. halbi 12

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IN SOUTHEASTERN NEW ENGLAND'S 3-CITY MARKET Providence Maximum Power Fall River New Bedford

BROADCASTING February 24, 1958 Page 153 SWEENEY CONTINUED the same rate for the last three or four like this is around $15 million to $17 mil- as well as the beers, and the other people years. In 1957 15.3 million sets were sold; lion. Now, local may do much better than who have never really been out. But it's the and in a normal year, say the normal period this. guy who's coming in with another $5,000 or $10,000 a week for 26 weeks who is really for us being 1952 to '57, approximately half This would indicate quite a jump in net- making for us. of those sets go to create new places to listen. work. Where do you think it would come the gains possible So you've got perhaps 7 million new places from? Don't you think the recession, or the small to listen as of Jan. 1, 1958, that you didn't recession, will mean more advertisers for It will come from the medium -sized ad- have Jan. 1, 1957. radio? vertiser. Most of the very large advertisers So that in a way, people who are dropping have returned. Our best hope, it seems to I think it will. It should expedite the use newspapers are tending to turn to radio? me, in network, and all the networks of of radio by a number of firms who want Well, it could be. What's happening to course don't agree on this, is the advertiser the presentation that radio can provide, but newspapers is that they're going through the whose brand or whose total corporate en- don't want to spend more money than they wringer, they're being forced to squeeze out tity has somewhere between a half million had to spend in 1957 for other media to get the duplication. You see it in the same way to a million to spend. These are the adver- as much impact. with magazines as when Collier's was ab- tisers who in the halcyon days of network How about nighttime sales? sorbed, from the point of view of subscrip- really had to depend upon magazines as Nighttime sales are still poor in relation tions, by Look. There's a net loss in the their major advertising medium because if to what we have to sell. There have been magazine field of several million copies they had a corporate advertising budget of some modest increases in it, but mostly when a magazine stops publishing. I forget a half million or a million, they could spread among stations following a "pattern." I'm the exact figures, but I think Look gained this over two or three brands and get some talking now about the local selling because about 850,000 and Collier's circulation was kind of showing in magazine coverage, network nighttime still is proportionately in the neighborhood of 3.7 million when it whereas in network radio in the old days better off, I believe, than local nighttime is. foundered. It's because the same people read it bought only one show and one audience And I'm talking about "pure" nighttime now. all and wouldn't do a job equally well for all the magazines. sales to the advertiser brands. These $500,000 -$1,000,000 guys are I'm not talking about Can you give us a projection for '58 for and radio spot's and network's best bet, I think. who buys a station's complete schedule local, spot and network? gets the nighttime as part of the package. I'm there'll be new Well, it would be the roughest kind of a You think obviously talking about selective nighttime buying. money guess. We're guessing at least another 10 %, for radio? The pattern is something like this: A station probably as high as 15 %, for national spot. A very substantial part of it will be new determines it's going to do something at We are guessing that network radio may do money in the sense that this advertiser hasn't night and takes the losses, takes the beating about 10% better - somewhere in the range been in radio in three to five years. It's the necessary to do it, to offer some kind of of 8% to 10 %. Local will probably have accounts like Whitman candy, for instance unique program. Now, there are probably the most modest gain, probably in the area that are making spot radio profitable. Sure no more than a hundred stations in the en- of 4% to 5 %, but 4% to 5% on a base cigarettes are providing us with that base, tire country that are doing this at the moment. They may put a separate staff in. Many have elected the "city at night" format. You're probably familiar with that. It's OUR EXPERIENCE IS YOUR KEY TO a combination of news, service and music, with tremendously heavy emphasis on news SERVICE & DEPENDABILITY and what's happening around town. In six or seven months they begin to get some sizable local business. At the end of A COMBINATION YOU CAN'T BEAT the first year probably 95% of their business is local. By the time they're in their second year (and there are still darn few in this category now) they begin to get some national business, selective national business. At the end of the second year, probably a Special Special quarter to a third of their total business is Offer Offer national. What happens after that I don't know because there are only a few of them who started early enough to have gone into the second year. Are we looking for a breakthrough in nighttime sales? I think the break -through is coming. Whether it occurs in '58 or not on a wide CAMART SOUND READER & MOVISCOP VIEWER front is beyond my ken. Between late '58 now famous Sound Our Camort Dual your single or double system sound, and '59 there will be a break -through on a Reader in combination with the Moviscop while you see your picture on the new viewer offers you one of the most prac- bright Moviscop viewer. Complete with wide front. So many people are working on tical picture and sound editing units avail- amplifier- speaker, base plate and mount- the problem in so many different ways. The able. The Dual Sound Reader will edit ing assembly. NBC Spot study of the qualitative side of Special Combination offer Only $259.50 the audience, what the Westinghouse sta- 16mm Optical or Magnetic Reader $195.00 tions are doing, what the stations like the Time -Life stations are doing to program and Moviscop Viewer $ 99.50 sell it -this is too much pressure to resist. Combination $259.50 Also stations are pricing their evening hours to sell, and out of this will come business, and out of that will come increased dollars and higher rates. fite MUM Does that mean cutting rates to begin 1845 BROADWAY (at 60th 51.) NEW YORK 23 PLaro 7 -6977 to4N: íamneant with? Actually it doesn't mean cutting rates for Page 154 February- 24. 1958 BROADCASTING eitetaael 2, efoired.a. DOMINATES AMERICA'S 4th FASTEST GROWING MARKET!

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BROADCA57ING February 24, 1958 Page 155 SWEENEY CONTINUED the operators who have been really trying to every day. As it becomes more fashionable, of demand. Seven to nine is not as good sell nighttime. They looked at it candidly as the buyer can say, "Okay, it's a terrific time in some markets, for instance, as 9 to and said, "Okay. We have three options. buy" and justify that buy, then it will get 10 a.m. is. If you put 7 to 9 in the minds of (1) We can run this thing sustaining for pub- some customers in, naturally. We speed the the agency, and 7 to 9 is in the minds of the lic service. (2) We can program nighttime process by making it more attractive sooner. New York agency, you can't drive them out better, that is, do something about improv- Well, in general will radio's rate structure of it. Many stations seeem to be doing their ing the product and keep the price we have be maintained this year? best, in one way or another, to drive guys out of this time, however, by making it now at which people aren't buying. We'll Radio's rate structure should go up pretty expensive. wait for the sales. Or (3) we can do some- again, particularly in the hours that haven't thing about it and price it so that it will seen very many increases. Mid -morning will Are they having any luck? move." Now, I feel, the guys who are pric- see a rate increase. I think stations will be ing the thing so it moves, so they attract Yes, there's some luck. Human progress slow to increase the so- called driving times advertisers who create success stories, are is always slow. You'll see less demand for times, 9 and 4 7 the guys who are smart. Nighttime radio is rates, the premium 7 to to 6. to 9 in 1958, more willingness to spread a tremendous value but it has been a tre- I think that many stations have increased announcements over the schedule. But you mendous value for two or three years. that as much as they can. There has been still have a lot of agencies which are very Nighttime's problem is that it's not fashion- a disproportionate demand for this time, uncertain about what radio does, to put it able, still. It's becoming more fashionable while nighttime had a disproportionate lack bluntly, who are stupid about radio, who have this fixed idea that 7 to 9 is the only time and, by God, they got to get into the 7 to 9 slot or they can't go. Are there any new trends developing in VETERAN NEW ENGLAND ways of selling radio? No pronounced brand -new trends. The business has become so big and diffuse with a couple of thousand different operators, all going their separate ways that it's harder to IN ONE PACKAGE spot a trend. But there are things being done. There's a trend toward six -day selling. There is a trend away from-I don't know what you call it -I guess it's vertical saturation, selling out the whole day Friday. There's a little trend toward classified advertising selling around the country, part of which stem from our regional management conferences which demonstrated how you can operate a highly successful and profitable classified advertising. This gets into a tremendous area of newspaper volume which we never touched before. There is a trend by advertisers away from the ten -market, six- market, four -week buy, to longer buys Two SATELLITES and more markets, a very pronounced trend WRLP SERVING in 1957 versus '56. I think that will be ex- CLAREMONT, tended into '58. CHANNEL 32 N, H. LL HANOVER, N. H. What can a for in in THE TRI -STATE timebuyer look radio LEBANON, N. H. t 1958? WWLP STATION SERVING WHIRE RIVER JUNCTION, VT. VT. One of the things he can look for, I be- BRATTLEBORO, IN WESTERN Springfield - lieve, is more competition among outlets in KEENE, N. H. NEW ENGLAND major markets that will make -what always Holyoke, GREENFIELD, MASS. occurs when competition is present -a bet- Mass. IN WESTERN ter buying climate. Where a market in the 22 NEW ENGLAND top 50 might have had only one outstanding CHANNEL operator in 1956, and two in '57, there SERVING THE y might be as many as three or four operators doing inventive, imaginative things, and HEART OF being better showmen this year. I think that WESTERN the timebuyer is entering a period where NEW ENGLAND he'll have his option of buying three or four exciting properties, good properties, with tremendously low cost per thousand. That's what he's looking for in 1958. This is the biggest single trend in our business in my opinion -the growth of a whole new generation of radio people, pure radio people, who think that anything can be done with a radio station. They believe IN SPRINGFIELD, MAS S. they can fry a pancake on a radio station if The Best in View is Channel they wanted to, if they made up their minds to it. These people are going to break down Represented Nationally by Hollingbery the barriers that exist between us and a lot Page 156 February 24, 1958 BROADCASTING of advertisers, and they're going to make going up. We'd have to be awful bad not to This is a cross between the cracker barrel values in broadcasting apparent to a lot of gain. and town hall? buyers who couldn't see them before. What are the main trends in radio pro- Somewhere around there. This program On another front, what trends will there gramming? in various versions is beginning to turn up. be in radio research in '58? Several trends are emerging. Number one, It's one of the moves toward the solution of I think, is a higher regard for talk by radio the evening problem. In some areas it has Radio research is becoming more qualita- programmers. One of the marked trends become extremely good between seven to tive, and I feel you will begin to get answers among one group of independents is to bor- nine, say, where radio is at probably its most in 1958 from independent and network row an idea, which I think originally came depressed period. There's certainly one pro- affiliate stations as to what type of people out affiliates. Who's the father gram idea that's coming along rapidly. they reach. That's about the biggest missing of network of this idea, I don't know; but it is simply Number two is clearly a greater emphasis area in terms of station research. the open mike discussion type of program. on news by every type of a property. The There is a civil war going on now in our The public discusses their point of view manning of a newsroom with one person is business in this qualitative research area be- about anything. The subject may be whether going. You see more and more stations with tween network affiliates and independents, the baseball team's manager should be five to eight people. You have stations with however. changed or the earth satellite. up to 14 people in their newsroom, more Is that a healthy condition? No civil war is ever healthy. When brother goes against brother, it always is bad but when they're fighting about 6% of the advertising pie, it's not only bad, it's absurd. It cripples us at a time when we need everybody to be working together. But regardless, it exists. and there are real good reasons why it exists. But the advertiser now is going to look for some answers as to what kind of people listen to what kind of stations. We have ended the panic that existed two or three years ago that nobody was listening. No medium has more information on the listening habits of various different segments of the population. We can give you the listening habits of a person who is cross -eyed and of Latvian extraction. We've established that they do listen, generally what kind of programming they listen to. Now it's up to the individual stations to say, "My type of programming produces this type of listening audience. This is a profile of the people who listen to my station." The magazines, of course, have done the outstanding job in this area of profiling what kind of person is drawn to their type of book. I think that virtually all the television advertisers have, through Nielsen and AMERICAS 14th MARKET through other ways, determined generally what type of family is drawn to this particu- THIS IS MILWAUKEE Population of 1,100,300* lar type of program. Now the radio station which provides either the homogenous air THIS IS MILWAUKEE With an effective buying income of of the independent or the diverse fare of the $2,248,671,000 network must say, "These are the kind of people I serve -this is the age bracket, this THIS IS MILWAUKEE With a tally of $1,451,481,000 in total is the socio- economic group" etc. That's retail sales going to be most helpful to us overall in selling. THIS IS MILWAUKEE THAT'S SOLD ON WISN -TV with a plus population coverage of 1,337,000 How about auto listening? What is being beyond the metropolitan area done in that field? *metropolitan county area Well, it's continuing to go up of course. You know the numbers probably as well as I do. For the '57 models the research will probably prove that over nine out of ten went out of the dealers' radio-equipped. This means another 5.5 million automobile radios. And we've got a minimum figure of John B. Soell, Vice President and 58 to 60 minutes a day for auto listening Station Manager per car that enables us to project an auto- Represented by Edward Petry & Co., mobile circulation that's tremendous by any Inc. medium's standards. So automobile radio's Basic ABC Affiliate importance can't help but go up. The ratio of radio-equipped automobiles is going up. Badger Television Network Affiliate The time people spend in automobiles is BROADCASTING February 24, 1958 Page 157 SWEENEY CONTINUED

knowledgeable newsmen, less reliance on the wire service.* Number three trend is certainly more effort to find out really what music the people want. Would you say that many of the regional and local stations are more and more assuming the functions of the county newspaper? ANOTHER Well, I certainly think that they are out to newspaper in a different Here's Proof of Continuing compete with the way than they ever competed before. The Channel 13 LEADERSHIP of radio station's former willingness to forego in WREX -TV land! a great area of news and comment that it felt was uniquely the newspaper's bailiwick ALL 15 of TOP 15 Shows no longer exists. Depth in news is one of 23 of TOP 25 Shows the things that radio stations are providing. 32 of TOP 40 Shows Certainly one of the great accelerated areas 48 of TOP 62 Shows is editorial comment by radio stations. I don't know what percentage now comment, 77% of TOP 62 Shows but I would guess that no less than a couple ON WREX -TV a week are joining the parade. Still that's only *Based on Amer. Research not very many at the end of the year, Bureau Survey conducted a hundred stations.

Dec. 1 thru Dec. 7, 1957 The turning point was in '57 in that direction, however, was it not? CBS -ABC NETWORK AFFILIATION Still acute am problems represented by H -R TELEVISION, INC. I believe so. We are immodest enough to their money down, is clearly ahead of any- J. M. BAISCH, GEN. MGR. say that RAB in its regional management conferences showed how stations editorialize, body. And yet it's a medium that does no 7 %, 'NAT-IR-EX-TV and this has opened up new vistas for a lot more than somewhere perhaps even in CHANNEL' 3 ROCKFORD of stations. Right out of each of those meet- the neighborhood of 6% of the total adver- ings you'd see 10 or 15 guys go out, and tising dollars. And that isn't a good neigh- then within two weeks they'd be on the air borhood. This is a ridiculous situation that figglittgelgAVAVENNISMENEW with some kind of editorial policy. a medium with such force should only get six out of every hundred cents that's spent. What areas will they editorialize in when they begin in this field? What are station operators to do in 1958 to solve some of these problems? Generally if they follow the successful I give an operators in this field they editorialize com- must you honest answer first, hurts. is AtteatiOft pletely on local issues. There are two groups even if it The honest answer that of editorializers -one who are against sin a great many station operators still know nothing about the RADIO STATIONS and the other who are against or for real business that they're in. ADVERTISING AGENCIES issues. Recently more stations have been Is that because they have come from other PROFESSIONAL MUSICIANS emboldened to get into the latter group fields? where they take a point of view with regard Partially. And there are only so many to a bond issue, will fight the newspaper or bright people in any business whether it be the city council if necessary. And almost electroplating or the laundry and dry clean- inevitably they win if they go about it in the ing business. The bright guys are doing the right way. If they've got a sound point of things and the stupid guys aren't. It's as view and they do the same kind of satura- simple as that. tion editorializing that has proved success- The second thing that any guy, bright or ful, they emerge as the winner and quite a stupid, can do is to simply stop looking down factor in civic affairs. his competitor's throat and coveting what Have you done any research on fm? his neighbor has. He should stop competing with his neighbor, No. We know fm is coming along. There's and start competing with more advertising interest, but the advertiser other media in town. First of all, he has to have knowledge. interest of am to fm is maybe 2,500 to 1, He has to take a look something on that order. When there's real at the daily newspaper. He has to interest in fm, we will begin to do something. log the television station. He has to look at the direct We've got acute am problems still, a great mail volume. And then orient Built to many of them. his salesmen to compete with those people, because opposed to any advertising Professional What do you mean by acute am prob- medium, we have great values. Opposed to Standards.:. for Professional Use lems? one another, the values don't stand out as We have a medium which, by anybody's well. illustrated ... 14 different numbers, occupies more time during the We've got guys going around who have Model models to day for many members of the family than 30¢ and 40¢ cost -per-thousand families 10P2 -7 meet every requirement! any other medium. We've got a medium coverage. You can't touch this with any which clearly has an ability to move mer- other advertising medium. And yet they find chandise, without anybody's help, more that what they have is not salable, because economically than others. And this isn't the what they're selling against is another guy, $109.50 standard trade association bushwa. We're the only other guy in town who has the same Net proving this in our own case. We have a thing, who also has a 30¢ or 40¢ cost. And in they keep working Write Depl. 11Y -4 medium which, the very vital area of who on the tiny part of the 1041 No. Sycamore Ave. reaches the customer last before they put pie. ww.lWS w This, of course, is the biggest c o. 7 Hollywood 38, Calif. For BROADCASTING'S own survey of radio and tv single thing news operations see page 172. that a station operator can do-it is to put Page 158 February 24, 1958 BROADCASTINO How your truth dollars help keep the Reds in the red

The truth dollars you give to powered transmitters of the Radio Free Radio Free Europe help keep Europe network on the air ... broadcasting Radio Free . . . truth on the air behind the Iron Eu the truth behind the Iron Curtain Curtain. every hour of every day. And the truth is an enormous- Why your truth dollars? ly disruptive force to the Reds. For it keeps Because Radio Free Europe is a private, their captive people thinking ... wondering non -profit organization supported by the ... and less than completely dominated. voluntary contributions of American busi- The truth keeps needling the Reds. Breaks ness and the American people. And your through their monopoly of lies. Keeps them dollars are urgently needed to keep it on unsure. Off balance. And thus the truth the air ... to help operate its transmitters, keeps up to forty fully armed Red divisions pay for its equipment and supplies, and its tied up policing Russia's satellite countries. scores of announcers and news analysts in Forty divisions, mind you, that might 5 languages. otherwise be put to more aggressive use Help keep the Reds in the red. Send and who knows where? elsewhere ... your truth dollars to Crusade for Freedom, Your truth dollars keep the 29 super- care of your local postmaster.

FREEDOM IS NOT FREE! Your Dollars Are Needed To Keep Radio Free Europe On The Air

BROADCASTING February 29, 1958 Page 159 SWEENEY CONTINUED

1958 with one medium." We're his medium up against the other media, not you the answer that radio should have "all place in that's ridiculous. Other media saying this even to people who are spending against other radio stations. of it." but serve a function that we can't perform. virtually their entire budget with us. You pie do you think What percent of the RAB's whole approach in 1958 is one need a media mix in order to do the job. radio should have? unique in selling a medium. We say to the What media mix you need depends on what in I think it should have about double the advertiser, "There are reasons for other you're trying to do. Analyze this, and then has a place be- percentage that it has. Twelve to 14% of media to exist and no advertiser can suc- almost any media mix radio the total pie should be radio's. I could give cessfully operate in the American market cause of the unique things it does.

Market ( number of WHERE RADIO MONEY GOES operating stations) Network Spot Local Here is an FCC tabulation of network, spot and local radio advertis- LOUISVILLE, KY. (8) 149,689 1,059,851 1,569,318 ing in individual metropolitan areas. The figures are for 1956, the LUBBOCK (6) 18,290 92,492 650,722 areas as defined MACON (6 #) 21,747 159,374 409,860 latest available. This list is confined to metropolitan 588,581 defined, MADISON (3) 24,937 236,560 by the U. S. government. A number of large cities, not so MANCHESTER (3) 29,622 94,644 429,367 are missing from this list. MEMPHIS (8) 87,178 965,158 1,352,424 MIAMI (11 #) 107,317 745,236 1,596,708 Market (number of MILWAUKEE (7) 64,685 1,147,876 2,229,754 operating stations) Network Spot Local MINNEAPOLIS -ST. PAUL (9) 163,895 2,057,834 2,435,215 MOBILE (6) 10,632 145,396 596,001 AKRON (4) 53,424 391,062 1,239,398 MONTGOMERY (6) 28,387 176,343 416,322 872,920 ALBANY -SCHENECT -TROY (7) 59,186 1,116,989 NASHVILLE (7) 108,282 816,791 1,411,829 260,223 686,880 368,961 ALBUQUERQUE (7# ) 34,438 NEW BRITAIN -BRISTOL (3) 7,000 197,190 ALLENTOWN- NEW HAVEN (4 #) 13,197 277,168 593,979 BETHLEHEM (7) 7,474 270,792 850,009 NEW ORLEANS (11) 105,137 1,111,618 1,495,480 235,494 ALTOONA (4) 9,623 55,068 NEW YORK A NE N. J. (32) 771,674 18,160,537 13,085,635 AMARILLO (6) 18,608 236,378 599,403 NORFOLK -PORTSMOUTH (7) 55,721 457,001 1,296,004 ASHEVILLE (4) 19,501 98,568 342,701 OGDEN (3) 25,414 46,763 199,821 ATLANTA (14 #) 100,714 1,478,900 1,906,637 OKLAHOMA CITY (7) 135,419 576,452 975,535 ATLANTIC CITY (4) 6,779 38,662 315,495 OMAHA (6) 55,203 908,210 1,662,301 493,768 AUGUSTA. (6) 12,362 102,355 ORLANDO (5) 19,383 156,021 497,551 AUSTIN (4) 22,515 203,553 448,984 PEORIA (5) 34,033 335,908 664,048 BALTIMORE (13) 63,227 1,428,151 3,156,972 PHILADELPHIA (19) 231,500 5,045,237 4,893,680 BATON ROUGE (6 #) 26,028 168,375 710,879 PHOENIX (11 #) 192,186 323,088 1,271,725 BEAUMONT -PORT PITTSBURGH (18 #) 154,668 2,773,238 3,010,236 ARTHUR (6) 6,242 169,114 581,121 PORTLAND, ME. (3) 62,401 260,349 320,302 BINGHAMTON (4) 24,344 115,944 520,809 PORTLAND, ORE. (16 #) 213,476 983,499 1,735,500 BIRMINGHAM (11) 27,811 624,478 1,179,757 PROVIDENCE (10) 83,906 813,437 1,148,183 BOSTON (18) 214,614 3,307,580 3,547,717 PUEBLO (4 #) 21,810 67,151 343,625 BUFFALO (12 #) 111,790 1,507,523 2,560,161 RALEIGH (5) 69,011 618,940 330,767 CANTON (3) 47,428 266,400 375,628 READING (3) 13,640 126,667 451,967 CEDAR RAPIDS (3) 29,853 727,274 371,358 RICHMOND (7) 76,971 722,020 812,969 CHARLESTON, S. C. (5) 16,932 137,985 378,307 RO.ANOKE (5 #) 26,265 172,953 427,317 CHARLESTON, W. VA. (8 #) 43,524 219,817 745,853 ROCHESTER (6) 56,647 776,245 881,164 CHARLOTTE (6) 59,629 902,867 596,681 SACRAMENTO (5) 36,701 548,248 905,790 CHATTANOOGA (6) 26,167 183,194 858,223 SAGINAW (3) 6,170 100,388 399,482 CHICAGO (27) 594,332 9,826,214 7,983,803 SALT LAKE (9 #) 132,957 368,131 1,008,382 CINCINNATI (8) 1,324,841 2,552,797 1,665,854 SAN ANGELO (4) 4,646 101,139 137,274 CLEVELAND (8) 176,486 2,076,190 2,745,512 SAN ANTONIO (9) 82,378 1,011,071 1,707,297 COLUMBIA (5) 17,935 299,669 485,434 SAN BERNARDINO (8) 2,563 148,597 621,318 COLUMBUS, GA. (4) 15,655 92,263 437,590 SAN DIEGO (8 #) 75,239 683,047 1,238,782 COLUMBUS, OHIO (5) 50,167 978,779 1,371,004 SAN FRAN:OAKLAND (18) 302,425 3,264,346 4,065,770 CORPUS CHRISTI (6) 24,555 251,943 460,711 SAN JOSE (5) 33,391 90,136 704,575 DALLAS (7) 127,058 1,319,567 1,920,304 SAVANNAH (6) 23,576 169,513 448,377 DAVENPORT -BOCK SCRANTON (6) 60,085 235,640 417,166 ISLAND- MOLINE (5) 24,943 288,662 533,631 SEATTLE (12 #) 143,806 1,256,845 1,846,662 DAYTON (3) 26,858 376,132 1,249,517 SHREVEPORT (7) 69,750 454,417 647,410 DENVER (13 #) 104,741 1,230,523 2,095,568 SIOUX CITY (3) 6,533 78,530 305,759 DES MOINES (6) 102,433 1,357,169 708,740 SIOUX FALLS (4) 3,780 99,298 327,045 DETROIT (10# ) 489,448 5,544,030 4,405,125 SOUTH BEND (3) 16,217 158,785 405,067 DULUTH -SUPERIOR (6) 33,810 214,518 605,804 SPOKANE (6) 60,590 487,761 920,350 DURHAM (4) 15,447 98,302 324,316 SPRINGFIELD, ILL. (3) 20,707 111,045 589,088 EL PASO (5) 24,719 189,064 528,927 SPRINGFIELD- HOLYOKE (8) 45,903 238,286 762,585 ERIE (4) 17,241 119,829 414,790 SPRINGFIELD, MO. (4) 21,277 166,959 497,624 EVANSVILLE (4) 18,336 164,352 456,169 SPRINGFIELD, OHIO (3) 1,419 46,647 492,712 FLINT (6) 14,769 306,111 1,009,563 ST. JOSEPH (3) 52 190,850 209,209 FORT WAYNE (4) 18,379 434,932 755,675 ST. LOUIS (12) 155,645 2,928,509 3,448,745 FORT WORTH (6) 34,365 444,631 1,110,210 STOCKTON (S) 12,179 213,322 481,873 FRESNO (7) 76,182 484,102 745,160 SYRACUSE (5) 32,440 524,979 1,087,861 GADSDEN (3) 24,248 33,419 186,158 TACOMA (4) 5,725 78,599 418,252 GALVESTON (3) 38,250 176,398 TAMPA-ST. PETERSBURG (12) 35,150 400,360 985,128 GRAND RAPIDS (6) 22,269 379,468 770,218 TOLEDO (4) 23,700 644,186 693,918 GREEN BAY (3) 17,585 158,808 361,287 TOPEKA (4) 15,268 433,510 452,191 GREENSBORO -HIGH PT. (7) 17,444 140,062 582,650 TULSA (6) 66,379 602,596 795,840 GREENVILLE (8 #) 30,133 217,894 502,621 TUCSON (6) 33,247 67,966 529,520 HARRISBURG (5) 28,528 246,479 534,721 UTICA -ROME (6 #) 25,942 144,300 487,841 HARTFORD (4) 115,116 1,194,957 448,874 WASHINGTON (14) 111,119 2,180,278 3,819,125 HOUSTON (11) 154,357 1,489,186 2,210,494 WATERBURY (3) 25,216 58,693 328,838 HUNTINGTON. ASHLAND (6) 4,445 153,888 454,679 WHEELING -STEUBENVILLE (7) 37,020 456,213 820,640 INDIANAPOLIS (6# ) 71,321 1,110,564 1,928,015 WICHITA FALLS (3) 23,106 175,787 338,900 JACKSON, MISS. (6) 8,965 159,379 429,148 WICHITA (5) 139,429 415,934 673,005 JACKSONVILLE (9) 37,181 284,751 769,545 WILKES BARRE-HAZLETON (6) 10,349 169,525 505,625 JOHNSTOWN (5) 12,779 110,082 387,734 WILMINGTON (4) 8,967 183,746 706,737 KANSAS CITY (9) 214,213 1,864,416 2,053,903 WINSTON SALEM (4) 15,537 132,917 489,544 KNOXVILLE (9) 48,881 268,441 966,117 WORCESTER (5 #) 71,697 409,712 691,041 LANCASTER (3) 11,429 111,258 303,431 YORK (5) 9,736 111,667 537,650 LEXINGTON (3) 8,421 319,110 320,070 YOUNGSTOWN (7) 207,965 376,776 1,048,326 LITTLE ROCK (6 #) 13,649 213,605 396,530 LOS ANGELES (26 #) 564,169 5,846,909 10,642,265 $ Not all stations In this market operated a full year to 1956. Page 160 February 24, 1958 BROADCASTING all selling is p PIj àOit . the medium is ppawl

In Philadelphia

sells more pentiallii

than WIP/610

FOR PM AoftL INFORMATION -ASK PETRV I

BROADCASTING February 24, 1958 Page 161 THE OUTLOOK FOR FILM

Syndicators off and running toward new highs

Syndicated television film sales currently 2,331.75. The average number of hours per ing out that in 1954, when the first report are running at a gross annual rate of $84 week per market went up in similar pro- was developed, there were only about 60 million, up more than 7% from a year ago portion, from 13.7 in '54 to 38.9 in 1957 -58. principal markets for which information and almost 45% ahead of 1956. The latest CNP study, one in a series done was available. Since then they have con- These estimates are contained in a new annually by the film company since 1954, tinued to use the same markets in order to study just completed by California National shows trends indicating that syndicated film keep the data comparable from year to year. Productions, film subsidiary of NBC. The programming, in terms of hours used, may While CNP's study did not encompass figures are projections from findings in 60 be moving toward a plateau. Where the feature films, the company's researchers leading tv markets, based on average syn- total jumped 47% in 1955 over 1954, and compiled data in a few selected markets to dicated film costs as reported in the latest about 33 and 35 %, respectively, in 1956 and see how the use of features was growing or NAB film manual (1956). 1957, the 1957-58 gain over 1957 was a declining in those areas and also to see how The study, conducted by the CNP Re- more modest 7.5 %. the volume of feature film hours compared search Dept. under manager Serge Valle, The study also shows a consistent increase with syndicated hours. estimated that gross billings from syndicated in the volume of syndicated "strip" -two In three markets studied-Baltimore, San films throughout the U. S. were moving at or more times per week - programming. In Francisco and Chicago -the first two, which an annual rate of $58 million in the first the 60 markets this came to 440.5 hours per are three- station cities, showed healthy gains quarter of 1956 and $78 million in the same week in 1956, the first year this element in the total number of weekly hours of period of 1957, as against the current rate was measured. In 1957, strip programming feature -film programming between the 1957 of $84 million (based on November 1957 - - again excluding feature movies - sky- study week and the one for 1957 -58. San January 1958 findings). rocketed almost 82% to a total of 800.5 Francisco's feature -film time gained 23% These figures, described by CNP authori- hours per week. The gain between then and Baltimore's 42 %. But in Chicago, a ties as "conservative," relate only to quarter - and the 1957 -58 measurement was less four -station market, feature -film hours hour and hour -long syndicated shows. They spectacular, but still approached 34% and dropped 9 %. Syndicated film programming do not include feature films which, of brought the weekly total to 1,070.5 hours. held fairly constant in Baltimore and San course, occupy formidable amounts of time. Strip programming is also shown to be an Francisco and gained in Chicago (61 %). In the 60 leading markets which form the increasingly important part of film program- In all three markets feature films oc- basis of the study, hours devoted to syn- ming. In 1956 it represented 27% of all cupied more hours than syndicated film in dicated film programming almost tripled syndicated film hours in the 60 markets; the 1957 -58 study week. In Baltimore fea- between 1954, when the first study was in 1957 it amounted to almost 37% and in ture films were ahead by 5114 hours to made, and the 1957 -58 period. Total syn- 1957 -58 it has become nearly 46 %. 483/4 for syndicated film; in San Francisco dicated hours in the 60 markets in the 1954 CNP officials explained the use of 60 it was 891/4 to 441/4, and in Chicago it was week was 825.5; in the 1957 -58 week, markets as the basis of the study by point- 891/4 to 821/4. They're bullish about film BROADCASTING'S editors went to the men The impetus takes up not only the new who sell syndicated film to find out how product itself, but carries along with it some their prospects stack up for the coming of the other products which we are very year. Following is an interview with Dave desirous of selling too. Sutton, MCA -TV vice president in charge What types of programs are selling best? of syndicated programs. Comments from I think those types which pretty much other syndicators begin on page 164. indicate their greatest popularity on the A lot of people are talking about softness networks, i.e., westerns, high adventure. in the economy. Do you think that is going What new types of advertisers are coming to have any serious effect on film sales in into syndicated television? MCA -TV's SUTTON the immediate future? Well, when this business started about six took a downgrade in swing. Well, it hasn't appeared to have too much years or so ago, I would say that beers were effect thus far. I think that in the last month probably responsible for as high as 70% Was '57 a better year than '56? syndicated films have had phenomenal sales. of the total volume of syndication. While Overall I think '57 was considerably a Speaking of MCA-TV that is certainly true. beer sponsors remain in the market, that better year than '56, from a total gross Better than January of '57? dominance has now been lessened with the standpoint. Yes, considerably better as far as we are entry into syndication of such advertisers as Would you have any feeling about the concerned. food, automobile, drugs, soap and tobaccos. syndication field as a whole percentage -wise or gross -wise for '58? Is there any particular reason that you can Do you think 1957 was a good year for ascribe this to? film syndication? It's my personal feeling that '58 will gross - wise be the best syndication has It would be pretty hard to. Speakog in I think it varied, really. I think that as an year ever terms of MCA -TV we have recently come overall '57 was a little shaky. Not seriously had. out with a new series. I think all new series so, I don't mean that, but there were those Will the syndicated buy give the adver- generally constitute an impetus in the field. who sprang ahead appreciably and those who tiser a more selective purchase which will Page 162 February 24, 1958 BROADCASTING be a more effective expenditure of his money where he needs it? We think so. That statement can't be applied to all advertisers, of course, but I REACH GREAT think it can be applied to most, because 2 I think it's a fair truism that every advertiser has his problems, either area -wise or product -wise or a combination of various INLAND EMPIRES things. I am trying to relate this to the total film industry's better expectations for '58. On a lot of high rating or good rating KXOA network shows-a good network rating on a national basis -it is inevitable that on a SACRAMENTO local basis in some or many markets the rat- Ay% PULSE, OCT., 1957 ing will be way down, so augmentation is sometimes necessary. For example, any given more quarter -hour firsts show may experience a lower than average 6:00 o.m. to midnight rating in one or more markets. That is when 51st MARKET POPULATION* the advertiser might plug the gaps, so to speak, with carefully selected syndicated 45th MARKET RETAIL SALES* programs to supplement his overall coverage. 22nd MARKET SALES Per HsId.* I think there are more network clients who *SRDS are turning to syndication in order to supplement their network shows because they cannot afford the third network show or the fourth, or so on. Is the supply of syndicated film products greater than the demand for them? .-114%..%- I think that so long as a good product can be made (and I think there are a lot of good ones) there will always be sufficient demand for it. Li Is there any type of advertiser who hasn't been in syndication who you think would benefit from the use of syndicated films? For instance, big advertisers like U. S. Steel KX0 or General Motors. They don't seem to use EL syndicated film. CENTRO- Nor can I quite envision why they would. IMPERIAL VALLEY If you're associating that with institutional OVER 50% OF VALLEY l campaigns they would do it in another side of this medium or in another medium. I AUDIENCE FOR 32 YEARS don't think, really, that very intelligently (every survey) we would look forward to U. S. Steel or a NATION'S 7th FARM COUNTY large corporation as becoming a potential for film syndication. How does syndicated sponsorship break down between local sponsorship and national spot? Which has the greater percentage? I'd say regional and national spot is far greater in gross volume than local. What is the trend, the proportion between Rep. -McGavren -Quinn or Howard Haman, V.P. the two? Is local increasing? Yes, it's increasing from the standpoint of numbers of advertisers because I believe again that there are more categories coming in today locally. How about your charges? Are they going up? Yes, they go up in somewhat similar ratio as the station time charges escalate. KXO Is there any trend toward fewer film syn- Rep. -Paul H. Raymer Company dicators? The top eight or ten have remained in bus- or iness; they have continued to make product. Riley R. Gibson, Pres. KXOA, KXO There are literally dozens of syndicators, most of whom I don't know, most of whose names I've never heard of except in looking BROADCASTING February 24, 1958 Page 163 to clear time, would you say? FILM OUTLOOK CONTINUED tougher It isn't easy, of course; it's very tough, as I'M JOE FLOYD . through a book like BROADCASTNG and as a matter of fact, but not as tough seeing them there. They come and go. it used to be. For example, Falstaff beer is buying one of our products, State How do you feel about film bartering? Trooper, in several dozen markets and At present we are unequivocably op- with only three exceptions, I believe, ob- posed to it. It depresses the market; it tained Class A time. depresses the prices. It is to us not a way Do you think there should be less net- of doing business. I'd say barter is very work option time? definitely on the decrease. My answer would be "no ". I am per- How is the syndicated film advertiser fectly satisfied with the network opera- doing on time clearances? Is he finding it tion. Others are optimistic, too To a man, leading television film with Batjac) and three untitled shows -a syndicators look to 1958 as a year of news agency comedy, international in- heavier sales. trigue adventure and one other series. Here in their own words are these "Distribution additions include three syndicators' appraisals of the immediate off -the -network series during 1958, and future (for MCA -TV's outlook, see tape - probably several more. To date, Medic recorded interview page 162): and It's a Great Life have already been George T. Shupert, president, ABC put into first -run syndication sale, with They say I'm a Film Syndication: the current network series of Dragnet "We are very optimistic about busi- to become available again as Badge 714. ness reasons. Our in 1958 for several "CNP has created a new sales division Helluva Salesman! January 1958 billings were 37% higher to complement sales operations of NBC than January 1957 billings. Although Television Films. The new division's That's because I like to give the the present unsettled economic conditions specific purpose is to serve stations and advertiser a run for his money- of our country make it difficult to pre- always have! Like creating a whole local advertisers with off -the-network dict the outlook for 1958, I feel con- shows and syndication re -runs. Headed new empire of customers- KEL-O- fident that our sales will certainly be as LAND -more than a million strong, by Jacques Liebenguth as manager, this good as 1957 and probably better. new staff will expand in the next few with over $1,220,160,000 in annual re- we "In the last six months of 1957 months. The sales personnel of NBC tail sales. Read that number again, had a 65% increase in sales over the please. It's not a misprint. It's the Television Films now will concentrate same period in 1956. We anticipate two on non -network advertisers and agencies. actual proved buying power of a new syndication properties and three market reached completely by just national properties in 1958. "Some of the recessive aspects of the national economy one selling force . KELO -TV "We have every reason to believe that during the fourth and its booster stations, KPLO -TV national advertisers are more serious quarter of 1957 are resulting in closer examination and KDLO -TV. about syndicated film than ever before of advertising campaigns by and that they will turn to the medium many television sponsors. Under these CBS ABC NBC because it offers them the maximum op- circumstances, the selectivity and effi- portunity for targeting their advertising ciency of syndication are particularly Wrap up all appealing is in the areas where required. The in- to national advertisers. It creased business from national adver- expected they will use spot film in im- KEL-O-LAND tisers will favorably affect our entire portant regions and markets more heavily sales picture because, in a sense, it will in 1958 than ever before. with one single- station buy! provide another source of revenue from "With record production for 1958, an syndication." increase in distribution properties over KELO TV 11 Earl Rettig, president, California last year, an expanding sales staff and National Productions: favorable market conditions, our estimate SIOUX FALLS of a 50% business increase for this calen- "Through the end of January, CNP and its great boosters . . . dar year over 1957 is a conservative business was 500% ahead of last year. projection." KDLO TV 3 KPLO TV 6 "This unusual increase was brought about principally by the simultaneous Leslie T. Harris, vice president and Aberdeen, Huron, Pierre, Winner, general manager, CBS Tv Film Sales: Watertown Chamberlain release during January of three first -run syndication shows-Union Pacific, The "1958? This will be the best yet. We Silent Service second series and off -the- recently announced a 30% increase in and KEL -O- LAND's new, network Medic. No new product was gross sales in 1957 over 1956 and feel big radio voice is put on sale in the first month of 1957. that 1958 will continue every bit as good. "CNP expects to do 50% more busi- If there is any permanency in the current KELO RADIO ness this year than in 1957. There are four important factors producing this 1,032 -ft. Tower -13,600 -watt Power Lq NEED A D. J.? favorable change: increased production, sales a. C. A. Placement Service has them . with added distribution, an expanded and without experience. All eager to please General Offices, Sioux Falls, S. D. force and current economic conditions, and make you money! But trained anywhere, sponsors at no run own boards. No prima d Thoroughly JOE FLOYD, President requiring television -as screened. Write or wire collect immediately: other time in the past ten years-to pin- Evans Nord, Gen. Mgr. Milt Stillman, Placement point dollars for maximum effect. Service Larry Bentson, Vice Pres. Broadcast Coaching "Production during 1958 will see at Associates REPRESENTED BY H -R least $8,000,000 invested in Union 1733 Broadway, N. Y. C. 19, N. Y. JUdson 6-1918. No charge for either party. In Minneapolis; Bulmer & Johnson, Inc. Pacific, The Silent Service second series, Danger is My Business (in cooperation BROADCASTING Page 164 February 24, 1958 reasons why is the world's

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BROADCASTING February 24, 1958 Page 165 FILM OUTLOOK CONTINUED we will have two modern adventure ing achievement for that time of the year. series, based on an American historical In the upcoming months, when adver- slowdown in business -and we certainly figure, and at least one comedy series. We tisers begin to line up their fall sched- hope there isn't-it cannot help but put are already in the second year's produc- ules, we are certain that the increasing in- more money into syndication. After all, tion of Whirlybirds. terest in syndicated film will continue on it is well known in all major distributors "Our selling techniques and sales de- the rise, and we will have the product to of goods that a majority of their business partment will remain unchanged except satisfy any needs." comes from a relatively small number of for the possible addition of new salesmen. John J. Cole, sales vice president, markets. If their advertising budgets are We will continue to offer an integrated Guild Films: slashed, then they will apply the smaller package of promotion, publicity and mer- "Guild Films believes the year 1958 amount to spot film buying in the key chandising, with a possible increase in the will mark further gains in the film tele- areas. amount of roadshowing by our stars. The vision field, irrespective of how the rest "We anticipate bringing out six new latter, of course, depends on the desires of the economy in the country goes. programs in the coming year, plus about of our clients and recently they have in- 'The company broke all its previous four shows off the network. Our first two dicated strong belief in the values of stars' selling records in 1957, having accumu- new ones will be Border Patrol, an ad- personal appearances. lated a total of $15 million in new con- venture series based on the files of the "I repeat that we look for 1958 to be tracts that year, many of them for long Dept. of Immigration, and The Diplomat, the biggest year yet. January saw us do terms, and anticipates continuing on the starring Clare Boothe Luce. Beyond that, more than a million in sales, an outstand- same momentum. "Officials of Guild Films base their optimism on several factors: "(1) The entrance into television in the past two years of rich regional sponsors. That trend will grow. These spon- TWO VERY IMPORTANT THINGS sors have no alternative but to buy quality film programs for product program identification. "(2) The number of network spon- TO REMEMBER WHEN BUYING SPANISH sors using film programs has shown an increase in 1957 and the pace is expected to continue. RADIO IN NEW YORK: "(3) Many advertisers, after taking a 'hard look' at their marketing problems, are planning special campaigns in special markets. They will use the best film they ENJOYS THE TOP RATING can get. Among them are also network IN 46 OUT OF 48 DAILY advertisers of both live and film programs, who feel they have to supplement QUARTER -HOURS their sales push in certain areas because WIí0V1 IN SPANISH.` of increasing competition. "(4) Stations will continue to feel the need of assuring themselves of a good supply of top film programs to meet audience and advertiser requirements. REACHES MORE THAN "(5) The viewers are not interested in 71% OF PUERTO RICAN whether programs are live or film so long as they are interesting. Film pro- FAMILIES DAILY AND THE gram ratings are at the top and as long WHO WEEKLY CIRCULATION as film producers will furnish quality ENCOMPASSES ALMOST ALL programs, they will find their place over FAMILIES.* the air-waves." MGM -TV: "At the close of 1957, MGM features *(Pulse- October 1957) were being programmed in 45% of the television markets. Sales estimates for 1958 indicate that a 90% penetration will be achieved by the end of the year. A COPY OF THE COMPLETE PULSE REPORT "On the program front, the first full BOTH year of operation marked the debut of CONTAINING AUDIENCE RATINGS The Thin Man series on NBC. For 1958, AND A PROFILE OF THE PUERTO RICAN The Thin Man has already been renewed by sponsor Colgate -Palmolive, and LISTENER IN NEW YORK IS YOURS FOR Northwest Passage, an all color adventure series, has been sold to NBC for fall THE ASKING. presentation. Other pilot films, either finished or in the production stage are Min and Bill, Dramatic Theatre, a 60 minute drama series and Maisie, a comedy series. In addition, several other program projects are currently under con- WHOM sideration. Fall 1958 should see MGM - TV represented by at least three new shows, an increase of 300% over 1957. 136 West 52nd Street New York 19, N. Y. "A new project for 1958 will be the release of MGM's short subjects and cartoons to television. At present, various packages of cartoons, shorts and Page 166 February 24, 1958 BROADCASTING FASTEST AIRCOACH BETWEEN NEW YORK AND LOS ANGELES

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BROADCASTING February 24, 1958 Page 167 I is FILM OUTLOOK CONTINUED fiscal year, and think this the most cogent comment that can be made on "Our Gang" comedies are being pre- how the company fared during that period. There is every indication that pared, and a sales policy will be announced prior to the NAB convention. 1958 will wind up on an equally or even happier note. "In its first year of operation, the commercial department hit the million "There are good reasons for this dollar mark. The outlook for 1958 is optimistic, if hazardous, forecast. Mostly very good, and it is anticipated that those reasons are our new properties. commercial business will double in Lassie, which we will distribute in syndi- volume." cation (under a new, unchosen title) for Lassie Programs Inc., will unquestion- Oliver A. Unger, president, National ably be one of the most sought -after Telefilm Assoc.: series in first- run -off- network distribution. "This year's business is moving along Adventures of Tugboat Annie, which we at a rapid pace and in advance of last have just launched in U. S. syndication, year's income. The first three months' net has already established itself as one of income, for the period ending Oct. 31, the most popular series on the air in 1957, amounted to $269,577 compared to Canada, where it is sponsored by Lever $236,920 for the same period last year. Bros. and I know it will duplicate that Exhibition contracts written for the same performance here. period totaled $4,310,604 compared with "In a few weeks, we'll be in production $3,040,783 in the corresponding period on 39 episodes of New York Confiden- last year, for a 40% increase. Our fea- tial and we have two other programs in tures and syndicated shows are showing production, Thunder Ridge and Cannon- excellent results. ball, soon to be made for us by Robert "We expect our business to show con- Maxwell. company di- tinued growth. With our "These, in brief, are some of the rea- we expect 1958 versifying its activities, sons we expect a record year in 1958." to be a banner year for us. While we expect our tv distribution business to con- John L. Sinn, president, Ziv Tele- tinue at a strong pace but not in as spec- vision Programs: tacular fashion as heretofore, our other "From a film man's point of view, busi- operations will contribute to NTA's ness was never better. In my opinion, growth. At the end of the year we expect 1957 was easily the best year so far for to see NTA in a substantial growth posi- the syndicate field. Ziv's growth is easily tion because of our television station illustrated by the fact that in 1956, Ziv operations, the NTA Film Network had six new series in production, in 1957, activities, theatrical distribution and ex- eight new series. For 1958, the number is panding international business. 12. Our earlier series, such as Mr. Dis- "If business conditions are not up to trict Attorney, J Led Three Lives, Boston par during the coming year, the televi- Blackie, continue to be best -sellers, in sion business no doubt will reflect that some cases even garnering higher ratings In this space condition to some degree. However, the than their first -run showings. Our new critical period, if any, will come in the series -for example, Sea Hunt, which we will shortly appear 1959 -60 season when the advertiser will premiered in January-are off to excellent be able to evaluate the 1958 business pat- starts. THE FORJOE FORUM tern and move accordingly." "I expect 1958 to be our best year so Ralph M. Cohn, vice president and far, due in large part to the fact that A Periodic general manager, Screen Gems: we have now departed entirely from the Discussion Column "Prospects for the near future in the spring- summer release pattern, and have built smoothly- year -round On Current Issues television industry are very bright indeed. a functioning production team. I cannot emphasize this In Television and Radio The public has accepted the medium as an important part of the pattern of point too strongly. My optimism for the living, and relies on it to a large extent year 1958 is based on the proven results 1938 -1958 for entertainment and information about of the year -round production scheme." the consumer goods and services that 20 YEARS are offered by the country's leading cor- J IIIIIIIIIIIIIIII I IIIIIIIIIIIIIIIIIIIIIIII II IIIIIIIIII I IIIIIIIIIIII II IIIII I I IIIIIIIIIL porations. E Complete listing of ALL Stations =_ "If is any shrinking of the na- (USA-Canada-Cuba-Mexico-Etc.) of perceptive there tion's economy, it will only serve to in- and intelligent crease competition among suppliers of Jones' North American Station these goods and services, which will re- AM -FM RADIO -TV REPRESENTATION quire intensification of advertising and Station Listings merchandising. Quarterly "It only remains for us to anticipate 64 pages INC. the tastes of the public and 5000 stations FORJOE & CO., entertainment Listed Geographically OFFICES IN to find ways and means to satisfy these Indexed by Frequency that are consistent with the size of the Alphabetically by Call Letters NEW YORK- CHICAGO pocketbooks of the nation's advertisers, Spring Issue Now Ready! LOS ANGELES -SAN FRANCISCO or local. PHILADELPHIA-ATLANTA be they national, regional, COMPLETE ACCURATE well our way to do just - SEATTLE "We are on UP-TO -DATE that." 504 each - 54.00 doz. in bulk Milton A. Gordon, president, Tele- Order now from: vision Programs of America: Vane A. Jones Co. 3749 N. Keystone Ave. "Just a few weeks ago TPA reported Indianapolis 18, Ind.

a profit of almost $900,000 for its 1957 .ñlllllllllllll I I (IIIIIIII I (IIIIIIII IIIIIIIIII I I I IIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIG Page 168 February 24 1958 BROADCASTING COMPETITION IN THE AMERICAN WAY

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Receiver RF Head THE STATUS OF RADIO -TV NEWS

THE NEWS MEANS MONEY TO RADIO -TV That's the answer detailed in Broadcasting's study of news coverage

There's money in news. total revenue in a large majority of cases. Many stations emphasized in their com- Two out of every three radio -tv stations Except in large markets, few stations ments that news programming is an im- earn at least some profit from their daily pay special fees to read sponsored news- portant audience and prestige builder as newscasts. casts. well as important public service. They con- Stations that take their news departments One -third of stations editorialize, most- tended the value of news can't be fairly seriously find this form of programming one ly on an occasional basis. measured by the amount of revenue actual- of the more salable commodities offered Three out of four stations have a news ly received from their sale, explaining how to sponsors. director, usually reporting directly to man- the whole station program package bene- There's also prestige in news. agement. fits from a strong news operation- especial- Good news service makes the entire pro- A majority of tv stations associated ly adjacencies. gram package more attractive. with radio operations maintain joint news These and many other findings are con- staffs. THE NEWS UNIVERSE tained in an exhaustive new study by BROAD- Some news copy is read by disc CASTING. For the first time many of the jockeys, announcers and other non-news Facts gathered in BROADCASTING'S Survey financial, program and employment aspects personnel at a heavy majority of radio sta- of the place news occupies at radio-tv sta- of radio -tv newscasting have been surveyed tions and at about half of tv stations. tions were obtained from a questionnaire on a national basis -almost an industrywide Pay scales for radio-tv newsmen are sent in January to 3,100 am stations and station census. higher than or equal to newspaper pay in 490 tv stations. The comprehensive BROADCASTING study the same markets, except at a small per- The data in the separate analyses are of the way radio and tv stations operate centage of stations. based on questionnaires from 1,501 (48% their news departments is based on informa- Well over half of radio -tv network- of total) radio and 220 (45% of total) tv tion in 1,721 questionnaires supplied by affiliated stations depend more on wire serv- stations. Questionnaires were identified by stations. This is almost half of the stations ices than on networks for a majority of their large, medium or small market, and by net- now on the air (see review of survey "uni- national and international news. work or non -network affiliation. Fifty-odd verse" at right). A special feature of the broadcast news questionnaires arrived after tabulations had The project was undertaken at the sug- roundup is an analysis showing the relative been completed. gestion of agency, advertiser, broadcast amount of revenue obtained by radio sta- A breakdown of the radio questionnaires management, news and other industry ex- tions from news, music and sports pro- follows: Large market stations, 52 network. ecutives interested in knowing the exact gramming. 128 non -network; medium market, 252 net- status of news in the 1958 broadcasting Other analyses reveal the number of full - work, 312 non-network; small market, 228 structure. The 1,721- station universe is be- time and parttime employes in the news network, 529 non -network. Tv questionnaires lieved to be one of the largest station seg- departments of typical radio and tv sta- were not broken into separate network and ments ever analyzed, aside from the FCC's tions. The number of newscasts per day (by non -network categories beyond the tabula- annual financial reports. length of program) at radio and tv stations tion point since the small number of non- Details of this extensive undertaking are in large, medium and small markets is re- network stations did not provide separate shown in the series of tables starting on this vealed. A study of the number of daily information of statistical value. By size of page. Here are some highlights: newscasts shows the five- minute program to market, the 220 tv questionnaires were Only a trifling number of stations re- be the most popular, the number per day divided as follows: Large market. 54: ported 1957 news revenue down from 1956. ranging up to 48 at some radio stations. medium, 124, small. 42. Eighty-five per cent of stations sell at least half their newscasts. Larger- market radio stations showed the best gain in news income in 1957; ra- BREAKDOWN ON THE NEWS dio's revenue from news is better than tv's record. FOLLOWS ON PAGES 174 AND 175 News revenue is less than 25% of Page 172 February 24, 1958 RROADCAsnNr. 4 FLOORS 4 MINUTES FROM TIMES SQUARE!

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BROADCASTING February 24, 1958 Page 173 NEWS SURE) CONTINUED Number of news programs per day for typical (median) station (with extreme range in each category) Size of Under Over THE QUESTIONS Market 5 Min. 5 Min. 10 Min. 15 Min. 15 Min. RADIO AND THE ANSWERS Large Network 6 16 2 5 1 (1 -24) (3-48) (1-6) (1 -14) (1 -3) Does station have a news director? If "Yes," whom does Non -Network 16 14 1 2 1 he report to? (1 -36) (1 -48) (1 -7) (1 -13) (1 -1) Medium (By % of stations in each category) Network 11 15 2 3 1 Size of Has news (1 -38) (1 -35) (1 -12) (1 -18) (1 -3) Market director? If "Yes' reports to Non -Netwerk 12 11 2 3 2 (1 RADIO Yes No Gen. Mgr. Sta. Mgr. Prog. Dir. (1 -50) (1 -36) (1 -24) -8) (1 -3) Large Small Network 85% 15% 51% 17% 32% Network 5 16 1 3 1 Non -Network 83 17 55 13 32 (1 -34) (1 -45) (1 -7) (1 -13) (1 -4) Non- Network 8 12 2 3 1 Medium (1 -30) (1 -30) (1 -12) (1 -8) (1 -2) Network 83 17 62 17 21 Non -Network 79 21 70 18 12 TELEVISION (Network and Non- Network combined) Small Large 1 2 1 Network 74 26 64 27 9 (1 -12) (1 -17) (1 -5) (1 -7) (1 -1) Non -Network 62 38 66 25 9 Medium 3 2 1 1 1 TELEVISION (Network and Non -Network combined) (1 -10) (1 -18) (1 -10) (1 -5) (1 -2) Large 04 6 41 23 36 Medium 93 7 64 9 27 Small 2 2 1 1 1 Small 78 22 48 33 19 (1 -7) (1 -22) (1 -5) (1 -8) (1 -1)

If network station, which source sup- If television station is associated with How does station's income from news plies the most national (and interna- radio station, is news staff joint or compare with 1956? tional) news? separate? (By % of radio stations in each category) (By % of stations in each category) Size of (By % of tv stations in each category) Market Up Same Down Size of RADIO Market Wire Size of RADIO Network Service 50/50 Large Large 35% 52% 13% Market Separate Joint Network 60% 35% 5% Medium 52 35 13 Non -Network 60 35 5 Medium Small 56 26 18 TELEVISION Network 70 20 10 TELEVISION Large 43% 57% Non -Network 51 46 3 Large 40 60 - Medium 26 74 Small Medium 42 58 - Network 49 47 4 Small 44 56 Small 37 63 Non -Network 50 44 6 TELEVISION (Network and Non- Network Combined) Large 50 41 9 Medium 59 33 8 Small 50 47 3

Do disc jockeys, announcers or other non -news personnel read newscasts? (By % of stations in each category) Size of Market Yes No RADIO Large Network 65% 35% Non -Network 79 21 Medium Network 80 20 Non -Network 90 10 Small Network 97 3 Non -Network 99 1 TELEVISION (Network and Non -Network Combined) Large 51 49 Medium 46 54 Small 62 38

Are staff people paid fees to read sponsored newscasts? (By % of stations in each category) Size of Yes No If you send up a balloon, you'll find rich Market winds moving in WBNS Radioland -and RADIO these breezes waft over $3,034,624,000.00 Large just ready to be blown. For the top Pulse - Network 58% 42% ratings 315 times out of 360 Monday Non -Network 25 75 through Friday quarter hours 6 a.m. to Medium midnight select WBNS Radio. Ask John Network 21 79 Blair. Non -Network 11 89 Small WBNS RADIO Network 10 90 Non -Network 8 92 COLUMBUS, OHIO TELEVISION (Network and Non -Network Combined) Large 67 33 Medium 41 59 Small 19 81 Page 174 February 24, 1958 BROADCASTING How many news programs are spon- Does station news department earn a How do pay scales for radio and tele- sored? profit? vision newsmen compare with news- (By % of stations in each category) (By % of stations in each category) paper pay in your market? Size of Over Under Size of (By % of stations in each category) Market Market All Half Half Half Yes No Size of RADIO RADIO Market Higher Same Lower Large Large RADIO Network 13% 59% 15% 13% Network 76% 24% Large Non -Network 8 38 18 36 Non -Network 56 44 Network 70% 26% 4% Medium Medium Non -Network 66 27 7 Network 13 57 15 15 Network 64 36 Medium Non -Network 9 38 23 30 Non -Network 64 36 Network 57 33 10 Non -Network 56 Small Small 40 4 Small Network 20 52 13 15 Network 77 23 Network 64 31 5 Non -Network 10 45 32 13 Non -Network 70 30 Non -Network 52 37 11 TELEVISION (Network and Non -Network Combined) TELEVISION (Network and Non -Network Combined) TELEVISION (Network and Non -Network Combined) Large 34 34 20 12 Large 63 37 Large 65 26 9 Medium 27 43 10 20 Medium 49 51 Medium 57 37 6 Small 21 31 24 24 Small 55 45 Small 63 34 3

Does station editorialize on the air? If "Yes," daily or What percent of news copy is written by staff? occasionally? (By % of stations in each category) (By % of stations in each category) Size of All If Yes Market Copy Most Half Size of Occa- Some None Market Yes No Daily sionally RADIO RADIO Large Large Network 32% 28% 32% 8% -% Network 24% 76% 8% 92% Non -Network 13 18 41 12 16 Non -Network 39 61 21 79 Medium Medium Network 11 25 38 17 9 Network 36 64 Non- Network 5 18 47 18 12 Non -Network 38 62 18 82 Small Small Network 8 14 45 19 14 63 11 89 Network 37 Non -Network 6 10 56 14 14 Non -Network 45 55 14 86 TELEVISION (Network and Non -Network combined) TELEVISION (Network and Non -Network combined) Large 66 21 10 3 Large 33 67 10 90 - Medium 25 75 4 96 Medium 31 35 26 1 7 Small 31 69 18 82 Small 18 18 46 9 9

Percentage income of a (me- What percent of total radio station income is derived from news, music dian) radio station derived from news, and sports? ex- music and sports in 1957 (with (By % of radio stations in each category) treme range in each category) FROM NEWS MUSIC SPORTS Size of Size of Under 25- 50- 75- Under 25- 50- 75- Under 25- 50- 75- Market News Music Sports Market 25% 50% 75% 100% 25% 50% 75% 100% 25% 50% 75% 100% Large of income of income of income Network 15% 75% 5% (3 -60 %) (30 -90 %) (2 -30 %) RADIO Non -Network 10 85 5 Large (1 -45) (50 -99) (1 -25) Network 79% 17% 4% -% -% 20% 40% 40% 86% 14% -% -% Medium Non -Network 91 9 - - - 5 14 81 94 6 - - Network 10 80 7 Medium (1 -50) (25-99) (1-40) Network 82 17 1 - 9 14 30 47 86 14 73 10 Non -Network 12 Non -Network 80 20 1 7 44 48 92 8 (1 -50) (20 -99) (1 -25) - - Small Small Network 74 25 1 - 12 23 42 23 88 12 15 10 Network 60 Non -Network 73 24 3 8 16 46 30 95 5 (2 -20) (0 -97) (0 -40) Non -Network 20 70 10 (1 -50) (5 -97) (0 -40) MGM JOINS COLUMBUS, Number of employes in news depart- CHANNEL GEORGIA ment of a typical (median) station (does not include stringers, shows extreme range in each category) WeeReBeL teams with LEO Size of Number of Employees up Market Fulltime Parttime to present the RADIO Large MGM Network 3 (1 -8) 1 (0-6) Golden Era Theatre Non -Network 2 (0 -7) 1 (0 -7) Medium AVAILABLE FOR PARTICIPATIONS! Network 1 (0 -7) 1 (0 -8) Non -Network 1 (0-6) 1 (0-5) *PACKAGE 1 Sundoys -2:00 pm to Small conclusion Network 1 (0-6) 1 (0 -7) Sundays -11.20 pm to Non -Network 1 (0 -3) 1 (0 -8) conclusion TELEVISION Both Impressions Flot S70 4 (0 1 (0 -3) Large -10) * PACKAGE 2 Medium 3 (0 -7) 3 (0-6) Fridays -11:20 pm to Small 1 (0 -4) 1 (0 -2) concusion Flot Rat* $40 Combines network and non -network stations CALI HOLLINGBERY CO.

BROADCASTING February 24, 1958 Page 175 NEWS SURVEY CONTINUED WBAP -TV PICKS FILM FOR NEWS

WBAP -TV Fort Worth, recipient of minute roundup of national, foreign, the Radio Television News Directors state and local news not included in Assn. citation for best tv news operation, Texas News. News Final has a man -on- believes the best way to cover most camera and national and /or foreign film. stories for tv is on film. Two five -minute morning spots are James A. Byron, news director, said, mainly man-on-camera, with local film "We strive to let the film tell the story used occasionally. High Noon, participat- insofar as possible. Our policy is to obtain ing, includes 25 minutes of news, with what film coverage is available on all major stories and to cover those minor film and man-on-camera plus five minutes stories best suited to our medium. The of weather, sold separately. Evening News WBAP -TV News Director J. A. Byron job of the editors-writers is to take the at 5:40 p.m. precedes network news and available film, arrange it in the best is a Texas roundup with film used only matter what his assigned duties. All news manner possible to tell the story, and occasionally. A utility firm is sponsor. is channeled to both radio and tv. Gim- write commentary which supplements the The man-on-camera selects and prepares micks as such are avoided under the film." his own news copy. theory that news in itself is at once in- WBAP -TV insists that commentary co- Everyone in the WBAP-TV news de- formative, interesting and even enter- incide at all times with the picture on the partment is a news writer or reporter, no taining. screen. Sound film is edited down to essentials on the theory that sound adds `NO GIMMICKS' RULE AT WHAS something to most stories but too much sound is worse than none. Unusual angles The news staff of WHAS Louisville, phone recordings and personal reports of stories are developed. awarded the Radio Television News Di- from the scene of events. A system of story assignment is oper- rectors Assn. citation as best radio news The nine -man staff stresses regional ated by Mr. Byron, but it remains the operation [TRADE ASSNS., Nov. 11, 1957], news coverage of Kentucky and southern responsibility of the camerman to look operates on the principle that thorough Indiana. Every news item is rewritten, for stories, develop them and build up news coverage is more important than with emphasis on interpretation of na- contacts. gimmicks. tional news for the "Kentuckiana" audi- The station believes it has the same Bill Small, WHAS news director, put ence. No newsman delivers his own com- right -and obligation -to cover the news it this way, "Gimmicks such as remote mercials. All newsroom personnel doing on film for television as any other news- broadcasts of minor auto accidents and air work have a hand in writing their own man working for any other medium. fires are not hard news. The basic in- newscasts. The news director reports only Countless times criminal court stories gredients remain facts, background and to Victor A. Sholis, station director. have been covered with full cooperation good writing. No taped material should WHAS is owned by the Courier -Journal by the judge. Sound film is obtained on ever be used unless it meets this test: and Louisville Times but the station news verdicts in important criminal cases, both Would you devote this much time to it operation is entirely separate from the in Fort Worth and Dallas, and elsewhere if it were straight rewrite and not tape ?" newspapers. The station calls itself the in the state. WHAS, he said, is the only radio sta- newspapers' greatest competition in hard A central office is maintained in Fort tion regularly covering the General As- news coverage. Worth and a bureau in Dallas. The news sembly in Frankfort, taping debate right A list of longtime sponsors is cited as department is a combined television -radio off the floor of both House and Senate evidence of commercial success. Continu- operation. The staff includes 20 persons. along with interviews. A regular beat man ous sponsors include: Aetna -Ashland Oil Eight are assigned primarily to radio but is stationed at the Louisville city hall and Co. and Yellow Cab Co., over 10 years; all have some tv duties. Four reporters, county building. Staffers tape frequent Metropolitan Life Insurance Co., seven assigned primarily to radio -two in Fort interviews for newscasts, and use tele- years; Louisville Gas & Electric Co., six Worth and two in Dallas -carry motion years; Liberty National Bank, Shell Oil, picture cameras and shoot tv spot stories Cooke Chevrolet, DeLaney Furniture that otherwise might be missed. Four and Jefferson Federal Savings & Loan, newswriters- newscasters assigned prima- one to four years. rily to radio do some writing and some Outstanding coverage includes: 1957 on- camera work for tv. floods in southeast Kentucky, with staf- Working on the television side under fers spending hundreds of dollars to pro- the news director are the tv news editor, vide beep reports. Year -long coverage of the Texas News editor, two cameramen a $275,000 bank theft, including capture in Fort Worth and two in Dallas, and of the burglars and their trial, drew wide four film editors -writers. Two of the attention [TRADE ASSNS., Nov. 11, 18]. latter four also are cameramen and three Extensive treatment is given election are on the air regularly, all reporting to news, the station often following candi- the tv news editor in Fort Worth. dates around the state during campaigns Texas News is the major WBAP -TV and giving daily election summaries. newscast, aired seven nights a week at Morning news is aired by Paul Clark 10 o'clock. It is a 15-minute newsreel and Jim VanSickle; evening news by Bill with no inside commercials. It is spon- Minshall and Ed Engles. Jay Crouse pro- sored three nights by a utility company, vides daily legislative feeds from Frank- two nights by savings and loan companies, fort plus interviews. City and county ry< and one night each by an oil and a drug beats are covered by Bob Hickman and company. The program has been telecast Warren Wolfson. Mr. Small makes as- continuously since WBAP -TV went on signments and coordinates the work but the air in 1948. operates on the theory that each man is Following Texas News is a five- minute competent to make his own judgments on weather show and then News Final, a 10- WHAS News Director Bill Small news values.

: . Page 176 February 24, 1958 BROADCASTING AROUND THE BARGAINING TABLE You'll sell more in the nation's 14th Softened economy spells largest labor- management tensions market

Broadcast management and labor face basis who make up most of the membership because longer sessions at the bargaining table in of the American Federation of Television & 1958. No critical areas or issues are being Radio Artists. singled out at this time, but the overall From another standpoint, approximately LASCELLES feeling is this: 12% of the radio outlets and 39% of the On management's side: the general soften- tv stations have contracts covering techni- SELLS ing of America's economy is prompting cians. As might be expected, most of these more determination to hold the line against are in the first 50 markets. on rising costs. Union announcers are even less, with con- On labor's side: with the same business tracts at 6% of the radio stations and 20% "Musical Clock" climate in mind, there is more emphasis of the tv outlets. The majority of these are MON. - SAT. on security and job protection. As usual, clustered in the top 20 markets. 5:30 8:50 A. M. technological advances are causing union Accordingly, the technicians and the an- - concern, but these are not immediate enough nouncers are the largest union factions, to pose big stumbling blocks this year. though at the larger stations there is organi- Radio-television profitability historically zation among performing musicians, separate has worked to the benefit of unions in units for stage hands at the bigger tv out- negotiations; the broadcaster is more inclined lets, a few units of film department em- DILL SELLS to concede minor points than risk disrup- ployes and even a few of clerical office tion to operations. This year, though radio employes. on "SOUND ON" and television generally expect no slackening (For list and description of unions having in its business, changes in the overall na- major dealings with networks and stations, MON. - FRI. tional picture will dictate a more prudent ap- see page 180.) 2:00 - 6:00 P. M. I proach in management contract talks. These and other factors are noted by Network negotiators in particular expect Charles H. Tower, employer-employe re- a busy year. Individual stations, substantial- lations department head at NAB, writing ly less unionized than networks, expect the for a forthcoming symposium on radio and KELLY same pace in negotiations as in previous television being released late this month and years but with the influence of possibly - in mid -March by the Duke University changed local business conditions. SELLS r School of Law. Assisting Mr. Tower in his which The tv film industry, provides 25% comprehensive analysis were James H. on "MIKE 55" the used of program fare by networks, over Hulbert and Harold Ross of NAB. Mr. 31% of that telecast locally by stations and Tower notes: - FRI. iiON. the filmed commercials, faces 1958 with 12:30 2:00 P. M. its usual high quota of labor worries. New "First, unionization is limited, both in - negotiations early this year with Screen terms of percentage of employes organized SUNDAY Directors Guild and Screen Actors Guild and, even more so, in terms of percentage 2:00 - 6:00 P.M. (on film commercials) and longer -range of establishments organized. The governing prospects of jurisdictional squabbles gen- factor here is an industry structure charac- Experienced Record erated by tv tape loom as bargaining table terized by a large number of geographically Show Hosts - mature topics. dispersed producing units, most of which in voice, judgement employ relatively few people. and Salesmanship. Prior to assaying the management -labor Write for ovailabilities. relations outlook for the balance of this "Growth of the industry as measured by year, these basic statistics on network and an increase in the number of production station personnel should be considered: units is, over the next five years, likely to About 16,000 (19 %) of approximately occur primarily in the small station category. 85,000 employes are unionized. Not reflected No significant increase in employment by RADIO in this possibly deceptive figure is the con- existing units is expected; indeed, in some BUFFALO'S FIRST STATION sideration that a substantial number of ra- segments of the industry a reduction seems dio-tv workers are administrative and execu- more likely. Unionization, therefore, is not Reps.: Peters, Griffin, Woodward, Inc. tive personnel. apt to significantly increase in terms of the The largest element in union member- number of employes covered or in the num- SYMBOL OF SERVICE ship is the technician. Estimates are that ber of units covered. A TRANSCONTINENT STATION 8,500 (61 %) of the 14,000 non -supervisory "Secondly, collective bargaining, particu- WROC-TV, Rochester WAR Radio, WAR -TV. Buffalo WSVA Radio, WSVA-TV, Harrisonburg technicians belong to unions. Over 3,000 larly in the major centers, has resulted in of these 8,500 union technicians are at the contract terms which are unusually favor- national networks in radio and television. able to the employes covered. Profitability Among 21,500 staff and special proof the companies involved in the pace- setting gram announcers, 3,000 (14 %) belong to negotiations -a profitability deriving from unions. This latter figure does not include a number of structural characteristics such free lance performers on a casual or per -job as the growth of the industry and limita-

BROADCASTING February 24, 1958 Page 177 LABOR CONTINUED mands, but finally agree on a modest hike, which seems to range from 3% to 6%, plus fringe benefits. Lion on entry-has been an important con- tributing factor. The technical unions at the networks, as elsewhere, are "Equally important has been the impact concerned about the era of of the nature of the broadcast service, and automation that is looming on the horizon. But is agreed introduction of new the methods of producing it, on manage- it that the ment's attitude towards work stoppages, that devices and techniques has not become so widespread that they pose a problem for is, an inability or unwillingness to take a networks' in- strike. Both factors seem to be undergoing the immediate future. The video tape recording this sum- a change. Consequently, greater resistance troduction of to union demands and thus smaller advances mer will mark the beginning of the first in the of auto- seem probable over the next five years. outstanding stride direction mation. But the impact of video tape prob- "Finally, the major source of collective ably will not be felt until 1959 or 1960 bargaining conflict has been job protection when the device is expected to have broader -a direct outgrowth of the nature of the application. jobs, especially in network and large- market It must be a truism in labor relations broadcasting. In part, at least, because of the that "jurisdictional disputes always will be jobs relationship between these jobs and with us." Networks and unions feel there in the in- other industries, organization of will be a share of such skirmishes this year, dustry took place on a craft rather than on but none is expected to be serious. It is The conflict has man- an industrial basis. pointed out that the development of new de- ifested itself in a dedicated union concern vices and new techniques leads to new prob- control work a resis- for of and stubborn lems that often result in jurisdictional tance to changes in methods of operations. battles. A case in point: video tape now is Broadcast management's unique involve- considered the province of the so- called ment in federal labor legislation, the Lea "live" labor units, such as AFTRA and the Act, grows from this soil. The resolution of Radio & Television Directors Guild. But this basic conflict has been a slow and some- should the device be refined so as to produce times process of compromise and painful a picture that resembles film, the likelihood adjustment. The end is not yet in sight." is that the Screen Actors Guild and the Aside from the fact that money has re- Screen Directors Guild, for example, will ceived major emphasis at the bargaining press for jurisdiction. in the 15 table last years but now job or Another eventuality is that outside pack- work protection is receiving increased atten- agers might use video tape in increasing tion, what about other points being nego- quantities and these producing companies tiated? Some of these: might have contracts with unions different Shorter work week: it has not gained too from the networks. But these possible areas much impetus in radio-tv but this factor has a of conflict are unlikely to crop up in 1958. Tulsa ... the heart of billion cropped up in a number of important nego- Local 1, IATSE, in early January reached dollar market! That's a pretty tiations in the past year. Prospect of fewer naturally, an agreement with the three television net- fair hunk of trade, and, work possibilities is an obvious for impetus works on a new three -year contract. The Lo- you'd like to have your share. a drive for shorter hours. The 40 -hour week you to cal has jurisdiction over 1,200 stagehands KVOO -TV would like for is still standard though certain compromises have it, too-and they are ready and associated employes for "theatrical have taken place in related areas such as type" live television shows, which emanate to help. You see, KVOO -TV lunch periods, etc. Oklahoma largely from New York. The three -year pact blankets northeastern Longer vacations, more holidays, sick in network and local calls for an approximate 6% increase in with the tops leave, changes in premium rates: these fringe KVOO -TV wages for stagehands, with weekly top pay programming. And benefits repeatedly enter into negotiations, Market re- rising on the average to $141.30 for the first doesn't stop there. though relegated to a secondary role and and pro- two years and $145.54 for the third year search, merchandising seldom are causes for deadlocks. motion aids, and constant atten- for a 40 -hour week. Pensions: at station level this has been tion to your account will make The union for several years has had oc- of little importance. At the network level, you glad you showed on KVOO- casional jurisdictional battles with IBEW success of AFTRA in its fight for a pen- TV. Yes, it's CHANNEL 2 .. . Local 1212, which controls technical em- sion and welfare fund, indicates more stress for a real show of profits ployes at CBS -TV, and with NABET, which ... on this ... in Tulsa! phase. has authority over technical workers at Radio -television has given little notice to NBC -TV and ABC -TV. The nub of diffi- such things as the so- called guaranteed an- culty has been over which union has juris- nual wage negotiated in other industries. diction over remote lighting. The position is fact This due to the that broadcasting em- of the networks has been that Local 1 gen- ployment does not fluctuate appreciably erally has authority when telecasts are "the- with sales as it does in so many other lines Network negotiators in predicting their busy 1958 also add that this will be a "tough" year insofar as negotiations themselves are concerned. But they are reticent to say that any stoppages or other serious E. STARK labor difficulties will result. Like others, HOWARD FINANCIAL CONSULTANT they this in BROKER AND attribute toughness negotiations, TELEVISION STATIONS in part, to the softer economy. The unions RADIO AND naturally will resist any contract concessions ISTN STREET FOR CURRENT AVAILABILITIES that are likely to result in layoffs. The net- SO EAST ELDORADO S.SSOS 22 N.Y. CONTACT ANY OFFICE OF BLAIR works are determined to slow down costs. NEW YORK TELEVISION ASSOCIATES. Unions are continuing to press for wage increases at the networks. But on the basis ALL I NOURRIE S. CONFIDENT! AL of early negotiations already concluded, the unions may ask for "the sky" in early de-

Page 178 February 24, 1958 BROADCASTING atrical-like" and the technical unions when the remotes are not staged presentations. the Jacksonville porpoise with a purpose, says: Both Local 1 and Local 1212 have challenged each other's authority on several occasions. NABET on Feb. 1 reached an agreement TAKE A MINUTE with NBC and ABC on a new two -year contract after month-long negotiations that produced a strike threat [PERSONNEL RELA- to get your share of this important TIONS, Feb. 31. The agreement includes an Florida- Georgia $11/2 billion market. approximate 6% increase for technicians It's "Theater 12" every Saturday and and engineers at the two networks with the Sunday evening at 11:20 P.M. Frame new pay ranging from $97 to $180 weekly your sales message with great, aud- for 40 hours. The union gained a significant ience- getting Twentieth-Century wage concession in that top scale will be AIr Fox and Warner Brothers mov- reached after three years instead of four ies ... and in the Jack Paar years under the old contract. "Tonight" show Monday through Friday. Though NABET is regarded as a militant union, the networks expect no serious difficulty with this labor organization in 1958. There are bound to be occasional jurisdictional tangles with Local 1 of IATSE and / "lazie" suggertt you give Ralph Nimmons possibly with the Radio & Television Direc- a tall is Jaeksoaville tors Guild but networks feel these can be at ELgin 6 -3381 or your nearest P.G.W. ironed out without dislocation. Since it is a "Colonel" for avail - union of technicians, NABET is gravely kabilitier. , concerned over the possible effects of automation on employment of its members but no substantial displacement of workers is BASIC If expected this year because of the introduc- NBC AFFILIATION Represented by Peters, Griffin, Woodward, Inc. tion of new devices or new production techniques. The International Brotherhood of Elec- Channel 12 trical Workers, which represents technical workers at CBS received an offer from WFGA-TV Jacksonville, Florida the network on a new two -year pact, which CBS said constituted its "final" proposal. The FLORIDA'S COLORFUL STATION union indicated at first that this offer would be submitted 'to its membership for ratification, but by mid -February had not acted and was contemplating reopening of negotiations. CBS's offer approximated NABET's a great new Joplin settlement with ABC and NBC, calling for a top salary of $180 weekly for 40 -hour week. The escalator also has been reduced to three years, with maximum salary at- ffr tained after three years instead of four P in the old contract. Local 1212 at CBS has been skirmishing with IATSE Local 1 regarding control of remote lighting over the past year and the created for you by network is "in the middle" between these factions with no easy solution in sight. The three networks currently are in negotiations with the Writers Guild of Amer- ica on a new contract to replace one that KODE -TV expires on March 31. It is safe to assume that WGAE will seek wage increases but beyond that the feeling is that the union will 136,547 TV HOMES* IN THE JOPLIN MARKET seek safeguards in the contract reinforcing Larger than Duluth, Phoenix, Ft. Wayne $776,919,000 Buying Income; 669,800 Total Population . MODE TV the seniority and job security provisions in JOPLIN the current pact. I`HLn NOW 28% HIGHER TOWER - HIGHEST IN 4STATE COVERAGE AREA Network staff and continuity agreements *NOW 29% MORE POWER - 71,000 WATTS MORE THAN will be negotiated. Presently, at CBS and ANY OTHER STATION IN THE AREA ABC, the maximum salary for news writers NOW COVERS 136,547 TV HOMES IN JOPLIN is $171 weekly plus commercial fees and at MARKET -AN ALL -TIME HIGH NBC, $189 weekly. The top wage scale at Telavlsien Magazine Sat Count, July, 1957 the three networks for continuity writers is $171 weekly, plus commercial fees. Live You'll have tlrme luck with KODE JOPLIN, MO. radio and television writers only are involved in the current negotiations. The networks envision no difficulty in s5î! reaching an 316,000 WATTS Designed Power !`,: -s¢ qen P' amicable settlement with WGA. 101 miles Northeast of Tulsa 150 miles South of Kansas City Ne The present network contracts with 203 miles East of Wichita 250 miles Southwest of St. Louis Harry D. Burke, V. P. & Gen'I Mgr. Represented by AVERY -KNODEL AFTRA expire on Nov. 16. The basic network contract for radio and television announcers ranges from $140 to $155 per Number SI tM Moody Om" KODE KODI TV, Joplin WSW, WSTV -TV, Steubenville WPAR, Parkersburg WDÓY, WIIOYTV Clarksburg WPIT Pittsburgh BROADCASTING LABOR CONTINUED tracts are negotiated separately in widely - THESE SEVEN NEGOTIATE dispersed markets of varying sizes and pros- NETWORK, STATION LABOR week, plus commercial fees. The Federa- perity, hence different scales prevail. Week- tion also negotiates contracts for free -lance ly wages for technicians range from a maxi- International Brotherhood of Electric announcers and for actors, with the fees mum of around $75 in the smallest towns Workers (IBEW) -A large old -line craft paid varying, depending on length of time to $160 in the larger metropolitan areas. union that originated in the electrical con- on a program and whether announcer ap- Wage average among announcers is even struction field. IBEW probably represents pears on or off camera, plus other consid- harder to establish since the basic wage is more fulltime employes at the stations and only a erations. It is anticipated that AFTRA will minimum guarantee that is augmented networks than any other union despite the seek a wage boost and perhaps attempt to by talent fees. These fees stem from the fact that less than 1% of its union's mem- selection strengthen its jurisdiction in the video tape of specific announcers by ad- bership. (600,000) is in broadcasting. IBEW vertisers and field. the performance of more also has large segments of its union in The RTDG pact with the networks runs specialized duties such as emcee, disc utilities and manufacturing. jockey, news, farm editing and - through Dec. 31 of this year. In television, sportscast National Assn. of Broadcast Employes ing assignments. The payment of talent the current weekly wage scale is $180 for & Technicians (NABET)-Formed in the fees for routine is a directors; $146 for associate directors and job assignments growing mid- thirties to represent broadcasting tech- trend, particulary in television. In addition, $141 for stage managers. In radio, the week- nicians, NABET was a member of the old some larger stations enter into above -scale ly wage scale is $170 for directors and CIO. The bulk of its membership of over contracts of employment with individual $127.50 for associate directors (there is no 4,100 is made up of technicians, nearly performers, especially stage manager classification in radio). those stations which half of whom work for ABC and NBC. In such a busy year, networks are grati- use the well-known personality as the basis of their programming. International Alliance of Theatrical fied there will be no negotiating sessions in Stage Employes & Moving Picture Machine Including fees then, the announcers' 1958 with AFM. This musicians' union, be- Operators of the U. S. and Canada (IATSE) figures run from $75 to $225 in the smaller set by narrowing employment opportunities -IATSE's strength in broadcasting consists cities, and with top performers at arising out of the use of recordings on radio some of stagehands and related classifications at large stations at networks getting $1,000 or and tv, always conducts heavy-fisted nego- network production centers in New York, more per week. tiations to at least maintain the status quo. Chicago and Los Angeles, plus a handful of The present, two-year contract expires on Most broadcasting negotiations are re- individual station agreements. Some station Tan. 31, 1959. Present network scales on solved without resort to strike. NAB's Mr. contracts cover technicians as well as pro- radio and television call for $211.23 for a Tower estimates that over a ten -year period duction employes. IATSE is an old -line AFL 25 -hour week on sustaining programs; there have been between 400 and 450 union concerned with motion picture pro- $229.84 and $266.44 for a 20 -hour and negotiations every year, and places the num- duction, motion picture exhibition (pro- 25 -hour week respectively on commercial ber of strikes at one for every 100 negotia- jectionists) and the legitimate stage in New shows. tions. The ratio has been somewhat higher York. IATSE is firmly set up in tv film. In his article for the Duke U. School of in the last two years, he points out. In all, American Communications Assn. Law symposium, NAB's Mr. Tower, in it's a rather commendable record for both (ACA)-Units of ACA over the past 10 substance, offers this analysis of technician - management and labor in a field that has years have been reduced to a handful in announcer agreement at stations: had a growth unique in the strictest defini- Philadelphia and New York. Its chief Technician and announcer station con- tion of the word. strength is in the non -broadcast areas. Several years ago, ACA was among a group of unions expelled from the CIO for alleged communist domination. American Federation of Television & THE Radio Artists ( AFTRA)- Organized in the MUSIC mid -thirties to represent performers and directors in network radio, it now claims a membership of about 13,000 most of whom IN are free lance artists working in New York AMERICA and Los Angeles. American Federation of Musicians (AFM)- Representing professional musicians in all forms of entertainment, its membership includes staff musicians at the networks and some of the larger stations. Al- though employment of staff musicians has declined at stations in the past few years, it's reported that AFM members get more money from broadcasting than from any other single source. PAUL HEINECKE, PRESIDENT The Radio & Television Directors Guild (RTDG) -Union was organized in LICENSING THE PERFORMANCE, New York in 1942 as the Radio Directors Guild. In 1946, the name was changed to MECHANICAL OR SYNCHRONIZATION RIGHTS IN cover television and at that time it became THE BEST MUSIC IN AMERICA" an international labor organization. Its TO THE ENTIRE ENTERTAINMENT INDUSTRY, membership of approximately 1,000 is RADIO, TELEVISION, MOTION PICTURE, TRANSCRIPTION spread out over locals in New York, Holly- AND PHONOGRAPH RECORD COMPANIES, THEATRES; wood, Cleveland, Washington and Detroit. The union has contracts with all networks CONCERT HALLS, HOTELS, ETC., WITH and with local stations in New York and Detroit. RTDG has jurisdiction over di- A REPERTORY OF DISTINCTION rectors, associate directors and stage managers in television and directors and associ- THE COLISEUM TOWER PRODUCERS OF THE FAMOUS ate directors in radio. 10 COLUMBUS CIRCLE SESAC TRANSCRIBED LIBRARY NEW YORK 19, N. Y. (For unions concerned with tv film, see facing page.) Page 180 February 24, 1958 BROADCASTING unions generally maintain rigid restrictions FILM LABOR PIE SLICES 25 WAYS on the number of members they permit. ("They open their membership rosters for With more than 25 unions to live with, In the field of music, the situation is new members at 12:01 a.m. New Year's Day the producers of filmed programs for tele- somewhat different. There is only one and close them at 12:01:30," one disgruntled vision have had more than their quota of musicians' union and all musicians who tv film producer told BROADCASTING "with labor troubles in their brief history. And work in television, live or film (or in the the result that we have to pay the 'on call' there's no change in sight. Film theatre, concerts, night clubs or the movies, contracts scale instead of the regular weekly mini- are infinitely more detailed than those at for that matter) belong to the American mum, an increase of about 35 %9, because the stations and networks, particularly in speci- Federation of Musicians. Here the struggle is number of men available for each job is so fying' work jurisdiction. The result is an not between AFM and an outside organiza- limited.") The creative unions usually re- exceptionally high consumption of aspirin by tion, but between AFM and a group of quire that if someone is hired to perform management negotiators. members of the union's Local 47, in Holly- wood. The issue is not film versus services in their fields, he be required to join At the moment, Screen Directors Guild tape, but live versus canned music, to use AFM's the appropriate union. Their membership has presented its proposed terms for a new own term for all recorded music, and AFM's rolls are always open for talented new- contract to succeed the one expiring April 3, attempts to increase the use of live music by COMM. with a 25% increase in basic minimum requiring employers of musicians for tv films The competition between films made ex- scale (from $600 to a week and the $750 (or theatrical movies or phonograph records pressly for use on tv and films made origi- week to be reduced from six to five days) or transcriptions) to make substantial con- nally for showing in theatres is a matter of and re -run fees of 50% of the original tributions to the Music Performance Trust great concern to the various unions on the salary of the director among the SDG de- obvious Funds established by AFM to encourage premise that their members will not mands. Actors the Screen Guild's agreement use of live music. be hired to work on tv films if the tv sta- with tv film producers has another two years tions are broadcasting old movies instead. These payments, to run (to March 31, 1960) but the SAG the rebelling musicians There is not much that can be done about agreement for tv filmed commercials ends have claimed in litigation which (in one pre- that (only the AFM gets royalty payments liminary phase) April 3 and the Guild's proposals here (called has reached the Supreme from the motion picture producers for old "substantial" by SAG) leave little doubt Court of the United States, have caused most pictures released to tv), but the unions of that similar talent increases for tv entertain- makers of tv films to abandon the employ- film writers, actors and directors have ment films will be forthcoming in two years. ment of live musicians and to have musical clauses in their current agreements with the tracks for programs recorded abroad. movie studios Next January marks the end of the cur- empowering them to stop One major difference between the so- their members from working the studios rent contracts with the unions affiliated with for called "craft" unions of skilled technicians if feature pictures made after Aug. 1, 1948, the International Alliance of Theatrical Stage and the so-called "creative" unions of are released to television without satisfactory Employes & Moving Picture Machine Oper- writers, actors and the like is in their re- payments being made to the writers, actors of the and a ators United States Canada, quirements for employment and member- and directors of those pictures. group of than 20 unions including vir- more ship. The craft unions generally require that Reporting at the annual meeting of SAG worker tually every kind of skilled employed only their members be employed and these last October, John L. Dales, national execu- in any phase of the motion picture industry. Most of these moved automatically into the field of tv films and almost as easily into live tv studios, except where the scope of OASCAE CASCADE their activities conflicted with that of the Si'nid , pC- ley technical unions whose members came into CASCADE CASCA Cz°EThats it television from radio rather than movies. CASCADE CASCADE Such conflicts have been virtually non- CAf/o in tv films, which the CNSCAPE existent the area of C radio technical workers have not attempted See how it adds up, Smidley? This CA5cADE Cascade to invade, barring a few early border raids TV is a "must" buy with our (largely on the newsreel front). But a major CAPE time -buyers. One of the na- eAs tion's top 75 war is in the making when and if magnetic markets, it's the biggest single tape replaces film as a primary program CA TV buy in the West. SCAAAS Where else can you grab medium (as tape's proponents insist will A t an exclusive, four- station, occur in the near future). three -state CAS r i market? This is it, Smid; all signed, To date, tape has been used primarily to sealed and delivered by KIMA -TV record live network telecasts for delayed with its top- flight network, From broadcasting and, like kinescopes before it, now on, old man, we'll buy Cas- has been put in the jurisdiction of the un- cade ... or I'll know the reason ions dealing with live broadcasting-IBEW why. and NABET, rather than IATSE. If tele- Quite a market . . . vision's syndicated programs were to desert ,t; E. B.I film for tape, an inter -union jurisdictional $981,563,000 Drugs war to the death would be almost inevitable. $22,603,000 Source 1957 "Survey of Buying Power' The same situation holds for talent. wee.o.., AFTRA members perform for live telecasts and, on the same logic as that applied to technical workers, the networks have given K I MA-TV AFTRA jurisdiction over tape, while SAG YAKIMA. WASHINGTON members perform for filmed tv programs. with its satellites Here, however, the result of tape taking KEPR- TV, Pasta, Wash. over the functions of film might result in a KIfW -TV, Lewiston, Idaho and KRA$ -TV merger than a war. Actors are rather actors Ephrata, Moses lake, Wash. whatever the medium and, just as the stage performers became movie actors and stage CASCADE and screen players moved en masse into BROADCASTING COMPANY radio, talent from all three fields has gone into tv, with a sizable overlap in the membership of Equity, AFTRA and SAG. NATIONAL REP. WEED TELEVISION PACIFIC NORTHWEST MOORE fa ASSOCIATES

BROADCASTING February 24. 1958 Page 181 or in money at 4% of annual earnings. INTERNATIONAL PHOTOGRAPHERS OF THE LABOR CONTINUED MOTION PICTURE INDUSTRIES, Local 659 Weekly employes' vacation time is calcu- (IATSE) lated on one day of vacation for 21-40 days Studio minimum rates (daily employes -per tive secretary, said that of about 300 post - day): director of photography and /or first '48 films released to tv, SAG had collected worked, up to 10 days vacation for over cameraman-$115.16 ($14.39Iá per hour); second 200 days worked. After 12 years of con- cameraman 64 ($7.4515); portrait photog- additional payments to the actors employed rapher-$59.64 ($7.45Iá); still cameraman - tinuous employment, vacation allowances 48.12 ($6.01I5): first assistant cameraman- in approximately 250 of them. Dividing 4.43% hour; second assistant cameraman rise 50 up to a days per - these payments among the SAG members is by %, maximum of 15 13 .80 per hour; color technician-26.0M per per year. hour; film loader -$2.72Iá per hour. in itself a difficult task, he declared, report- (Weekly employes, 43.2 hours guaranteed -per All IATSE contracts with tv film pro- week): director of photography and /or first ing that the 84 RKO pictures released to tv cameraman -$536.11 ($12.41 per hour); second through Matty Fox, who paid some $700,- ducers are subject to the Producer -IATSE cameraman -$281.66 ($8.52); portrait photog- Basic Agreement of 1955. rapher-4281.86 ($8.52); still cameraman -$229.26 000 to SAG for the tv rights, involved rough- I$5.307); first assistant cameraman - $185.47 ly 3,500 castings. Writers Guild of America A rundown of the contracts in the tv film ($y3í.14); second assistant cameraman $158.82 industry reflects ( 545); color technician-2246.76 ($5.508). West, last year adopted a special assessment the stem -to -stern unioniza- (Weekly employes, four consecutive weeks of tion that prevails. The guard at the front 48.8 hours guaranteed): director of photography of 3% of money received for writers from and/or first cameraman -$468.80 ($9.646); second the sale of theatrical films to tv (three times gate and the first-aid worker that rushes to cameraman-2251.55 ($5.178); portrait photog- an emergency are but a few of the many ra her -$251.55 ($5.176); still cameraman 18.01 1 the normal %) to take care of administra- 1 487) first assistant cameraman 185.36 different - tive costs in negotiating and policing these cardholders. And within each un- ( .504) second assistant cameraman -$180.08 ( .026) color technician -$244.50 (54.822). payments. SDG is asking 25% of original ion, duties are finely defined to assure that the proper worker trucks the cats and dogs FILM TECHNICIANS OF THE MOTION PIC- salaries to be paid to directors of post -'48 TURE INDUSTRY, Local 683, IATSE. gets theatrical films released to tv. and to insure that the camel rider more Studio minimum rates: (Weekly guarantee of compensation than the run -of- the -mill 48.8 cumulative hours in five -day week, with Toll tv is another matter of concern to time- and -a -half after 48.6 hours): laboratory horseman. contact man-2247.96 per week ($5.102 per hour); the unions whose members work in either negative timer and /or developer or machine theatrical films or tv films, but their position Here are the unions, scales and duties: foreman-$à08.40 ($4.288); positive timer-$19527 ($1.020); negative cutting foreman $195.37 at present is one of watchful waiting to see - AFFILIATED PROPERTY CRAFTSMEN, Local ($4.020); sensttometry foreman-$180.99 ($3.724); how this new chemical foreman -$180.99 ($3.724); positive de- form of film exhibition devel- 44 (IATSE) veloper or machine foreman -$168.25 ($3.462); ops. As with free tv, producers are asked to Studio minimum rates (hourly for daily em- printer foreman-$168.25 ($3.462); negative as- ployes): prop maker foreman-24.2015; prop sembly foreman-$151.92 ($3.126); positive daily negotiate additional payments for writers, maker gang boss-$3.621á; prop maker journey - assembly foreman-$140.89 ($2.899); release as- actors and directors if theatrical films are man-$3.22; special effects gang boss-23.6215: sembly foreman-2140.89 ($2.899); still dept. fore- special effects journeyman-23.22; powderman man- $17025 ($3.941). sold to pay tv. gang boss -41.24; licensed powderman -3.71; (Daily employment-basic hourly rate for shift upholsterer and /or draper gang boss- $3.62Iá; bosses): negative developer or machine-$3.32; All contracts of IATSE unions with tv upholsterer and /or draper-2322 seamstress sensitometry-$3.32; chemical-23.32; positive de- film producers run from Oct. 26, 1955, to floorlady- $2.58'k; seamstress-$2.31; property veloper or machine-$2.96; printer -$3.32; nega- master -4.1O; asst. property master-$3.21(); tive assembly-23.32; positive daily assembly - Jan. 30, 1959. Automatic wage increases of property man gang boss-$3.07; property man $2.96; film shipping-22.96; color control-23.54%; (includes checker, hand 2114 went propman, elect. prop - operators, Group A (negative developing ma- % into effect Jan. 30, 1958. Either man, furniture handler. flowerman) -$2.77Iá; chine. predeveloped negative breakdown and /or producer or union can request renegotia- greensman gang boss-$3.07; greensman --$2.7714. makeup, fade maker, densitometrist, cinex tester, (Weekly, 54 hours guaranteed): property master daily release and /or dupe printer, matte cutter, tions of wage scale, hours of employment -$243.88 ($3.998 per hour); assistant prop master negative assembler and breaker down, negative and working conditions provisions by writ- $189.71 (y3.11); (weekly, 48.6 hours guaranteed): inspector, process and negative polisher, chemi- Junior buyer and/or renter-$136.59 ($2.582); (per cal mixer) - $2.92; color control operator-$3.11%: ten notice on or before Nov. I, 1958. Work- week) prop maker foreman -$217.48; special ef- operators, Group B (negative process machine fects foreman -$217.48; upholsterer and /or draper [hardening and coating], vault clerk, negative week, with some exceptions, is a five -day, foreman -$217.48; propman foreman -$190.08; coder, negative splicer, negative notcher and /or 40 -hour week, with double time for Satur- greensman foreman 190.08; senior buyer and /or continuity taker) -$2.721/2; operators, Group C renter-2173.82; set decorator-$272.83 ($88.78 a (positive developing machine, positive assembler days, Sundays and holidays. Night work day for daily employe). and /or synchronizer, release inspector, reprint carries and /or replacement clerk, film shipping clerk) a premium of 10% for work done *-on call. $2.61: operators, Group D (positive process ma-- 8 p.m.-1 a.m. and 20% for work done chine [hardening and coating], positive polish- AMERICAN FEDERATION OF GUARDS, Local 1 ing machine, positive waxer)-$2.31; operators. 1 -6 a.m. Golden Time -working time in Studio minimum rates (hourly): policeman, Group E (positive make -up for developing ma- excess of 14 consecutive hours (including tour or clockman, fireman (daily employes) chines, positive release splicer, rewinder, as- $2.01. (weekly employes -12 months continuous- sistant film shipping clerk, film machine clean- meal time) -pays 211 times scale for week- employment)-$2.O1. (weekly employes, after 12 up)- $2.25: negative rewinder-$2.46; negative days, five times scale for Saturday, Sunday months)-$2.31; lot or set watchman, matron, cutter shift boss-$3.50; negative cutter-$2.081á: flagman and whistleman (daily employes)-$1.83. still dept.: shift boss-23.35(; projection and or holiday work. There are premiums for Week is five consecutive days of 40 hours, time - contact print-22.961%; developer-22.98%; chemi- and -a -half for sixth consecutive day, double cal mixer-22.98%; retoucher -$298Iá; photostat, hazardous employment, such as taking time for seventh. Policeman or fireman assigned copy and other technicians -- $2.961/2; helper - administrative duties get 10 cents more per $2.25. (These daily employes are guaranteed pictures on aerial flights ($30.25 per flight hour. minimum employment of 40 hours within five with a maximum additional payment of AMERICAN TEACHERS, Local 1021, AFL. consecutive days. after which employment may continue on a daily basis.) $60.50 per day) or air helmet diving ($20 Studio minimum rates: Casual teachers -welfare workers (daily-Mon.-Fri.)-24.275 per hour. ILLUSTRATORS d! MATTE ARTISTS OF THE per dive, with $40 maximum extra pay in minimum eight hours-233.02. overtime after MOTION PICTURE, TELEVISION & AMUSE- any one day). eight hours at $4.1275 per hour; (Sat- Sun.)- MENT INDUSTRIES, Local 790 IATSE. $6.1913 per hour minimum eight hours-$49.53, Studio minimum rates: Matte artist, daily em- Vacations for daily IATSE employes are overtime after eight hours at $6.1913 per hour; ployment$7.591' per hour, guaranteed weekly earned at the rate of one day of vacation (weekly)-$153.76 for five consecutive days, ex- employment-28.84t per hour; first assistant cluding Saturday and Sunday; resident teachers matte artist, daily -$4.51I5 per hour, weekly - for 144-300 hours worked, up to 10 days -$167.91 a week. Weekly employes required to $4.02I1 per hour; second assistant matte artist. vacation for 1,908 or more hours worked, work Saturday or Sunday get a day oft or an daily-$2.74 per hour, weekly-$2.50 per hour; additional day's pay at 1 /5th the weekly rate. production illustrator-255.86 per day or $231.91 per week; senior illustrator-255.88 per day or $231.91 per week; junior illustrator, daily -$44.77 per day; weekly guaranteed -$3.71 per hour, weekly $188.55; apprentice illustrator, weekly guaranteed-$2.08 per hour. -on call. MARE -UP ARTISTS AND HAIR STYLISTS. L Local 706, IATSE. emrke M-G-M hal Studio minimum rates: department head, daily employment --$8.18 per hour; w$e5ekly (54 hours NOW ON guaranteed)-$295.22 per eekly e$33399;Sassissttant dept head of foreman (daily)- $5.71Iá per hour, (weekly, 54 hours guaranteed)-$213.94 ($5.073); make -up technician (daily)-$5.71%, (weekly, 54 hours guaranteed)- $273.94 ($5.073); key make -up artist (daily) $5.24, (weekly, 54 hours) -$251.80 AKRO N ($4.663); -make -up artist (daily)-$4.97. (weekly, 54 hours)-2238.57 ($4.418); head body make -up woman (daily) $3.42 per hour, (weekly. 48.8 hours WAKRTV guaranteed)-$141.96 per week ($2.921). weekly $155.88; body make -up woman (daily)-$3.23 per hour, (weekly, 48.6 hours)-$134.23 ($2.762); PEAK EVENING head female hair stylist (daily)-$5.15I per hour, during hours (weekly, 48.6 hours)-$213.94 ($4,402), (weekly) -$235.28; assistant head female hair stylist (daily)-$4.34 per hour, (weekly. 48.6 hours) - BURKESTUART, INC. or KEN KEEGAN $178.22 ($3.687); key hair stylist (daily)-$3.98', New York, Chicago, Detroit, Hollywood PO 2 -8811 Akra per hour, (weekly, 48.8 hours)-$163.59 ($3.368): San Francisco hair stylist (daily) -$3.56 per hour, (weekly, 48.6 hours)-$148.38 ($3.012); make -up apprentice daily minimum goes from $1.412 per hour for the first Page 182 February 24, 1958 BROADCASTING 140 workdays to $2.435 per hour for the sixth 140 (producers' secretaries. department clerks, etc.) - tures produced primarily for exhibition over workdays, the weekly pay (48.6 hours guaran- $2.44%; class 5 (stenographers, typists. etc.) - television." teed) from $74.69 during the first 140 workdays $220 %; class 6X (writers' secretaries, telephone Minimum scale. actors and singers. is $80 a to $128.81 during the sixth 140 workdays. operators, etc.(-$2.11: class 6 (mail boys. etc.) - day, $200 for three -day contract, $285 for one - $1.97%; class 7 (messengers, etc.) -$1.73; class 8- week contract. Weekly multiple picture contract: MOTION PICTURE COSTUMERS Local 705 (mesarngers etc.) -$1.55. [Job definitions above $185 per picture. Series contracts: 13 episodes in (IATSE) are ine-2ct because in office work there is too not more than 13 weeks -$285 per episode; 13 Minimum studio rates: Costume department much overlapping of duties for the general appli- episodes in 654 weeks-$145 per episode. Term foreman -$191.57 a week': costumer -department cation of specific group classifications, such as is contract: 20 out of 26 weeks guaranteed -$185 supervisor (daily) -- $3.515 per hour, (weekly, 54 done for each individual company's office help]: per week; 10 out of 13 weeks -$255 per week. hour guarantee) -$191.57 per week ($3.14 per weekly employe wages run from class A, proba- (Minimums for stunt men and pilots are some- hour); costumer-production foreman (daily) tionary employes with less than 6 months experi- what higher.) $3.15 per hour, (weekly)-$174.70 per week- ence, to class G, employes with more than 66 Residual fees (minimum): 35% of player's total ($2.864); costumer -class I (dally) -$2.91 per months experience. weekly minimums for these applicable salary for second run (first rerun), hour, (weekly) -$162.87 per week ($2.87); cos- two extremes are: 1A$108.40 ($2.71 per hour), 30 k for third run, 25% for all additional reruns. tumer-class II (daily) -$2.61 per hour. (weekly) 1G-$139.60 ($3.49); 2A- $98.20 ($2.45!6), 2G- [Residuals amounted to $2.5 million in 1957, $4.8 per 512720 ($3.18); 3A-$88.60 ($221 %), 3G- $115.40 million in four years, 1953 -57.] forelady (week ly)- $152.25;cocostumer-produc- ($2.88 %); 4A- $80.60 ($2.01 %). 4G- $105.80 SAG agreement with producers of tv filmed ($2.8454); 5A-$73.60 ($1.84). 5G -$9540 ($2.38 2, 1955, forelady (daily) -$3.15 per hour, (weekly,tion %); commercials runs from March to March 48.6 hours)-$153.30 per week ($2.878 per hour); 6xA$7120 ($1.78), 6xG-$91.40 ($2_28S4); 6A- 20, 1958. Negotiations for a new agreement began costumer -class III (daily) -$2.91 per hour, SA0 ($2.13): Jan. 20 in New York. (weekly, 48.6 hours)- $141.93 per week ($2.683); 7G- 8741087($1.85Gt X04 1355), 8G-$$65.80 Present minimum on- camera pay for actors, costumer -class IIIA (daily)$2.61 per hour, i$1.í4 %). narrators and announcers in filmed tv commer- (weekly, 48.6 hour,) - $120.03 ($2.269); costumer cials is $70 a day, with an extra $70 for each -class IV (dally)- $2.125 per hour; checkers PROJECTIONISTS, Local 185 (IATSE) additional commercial. These are actually ad- (daily)_$1.86 per hour. Studio minimum rates: chief projectionist (su- vance payments against minimum use fees for Daily employes, hourly rate: manufacturing pervisory)- $217.48 per week'; projectionist gang spot commercials running (for 13 -week periods) forelady-43.625; cutter and fitter-$3.395; head boss (working) $4.26 per hour, $190.80 per week from $70 in 1 -5 cities, $105 in 6 -20 cities and bender -$3 22; ladles tailor-$3.22; milliner- ($4.259 per hour) 43.2 hours guaranteed; projec- $1s0 in more than 20 cities. Program commer- $2.79; table lady- $2.585; head figure maker- tionist-- $3.70% per hour, $166.03 per week cials 13 -week use minimums are $105 in 1 -5 $2.585; finisher gang boss $2.585; head dyer - ($3.708): process projectionist and /or engineer- cities, $140 in 6 -20 cities. In more than 20 cities, $2585; alteration fitter- $2.585; draper -$2.405; $4.01 per hour, $179.65 per week. minimum for program commercials is $70 for a figure maker-$2.405; s -irt maker -52.405; dyer single use and $50 for each additional use, or $2.405; tailor's helper-$2.405; beader$2.31; spe-- PUBLICISTS ASSN., Local 818 (IATSE) $150 for three uses, $350 for eight and $500 for cial operator - $2.31; millinery maker -$2.31; Studio minimum rates (weekly guarantee of 13, with a maximum of $850 for any 13-week cleaner -$231; finisher -$2.19; manufacturing 48.6 hours -per week): junior publicist, first 12 cycle or $1,150 for two consecutive 13 -week foreman - $3.625; tailor cutter- $3.395: gang boss months-$l10.67 ($2.092 per hour); 12 -24 months cycles. -$3.395; tailor-fitter -$322; coat. vest and -$118.44 ($2.239); 24 -36 months-$126.135 ($2.398): SAG is asking "substantial increases" for tv pants filmed work for a new maker-$3.22; utility tailor-$2.93; tailor's helper 36 -48 months-$135.37 ($2.559): after 48 months - commercial agreement $2.405: wardrobe specialty manufacturer-$3.22. a ap- with producers [Personnel Relations, Jan. 20]. $ guara $(pli)(prentice ubcist (weekly, week] 40 1 nteed) SCREEN CARTOONISTS GUILD (Independent). MOTION PICTURE FILM EDITORS, Local 776 $80.38 ($2.009). (Has contracts with 20 -25 independent pro- ( IATSE) ducers, largely in tv). Studio minimum rates (daily employes -per SCENIC & TITLE ARTISTS, Local 816 (IATSE) Wage scale (weekly rates): Animator, layout, day): film editor-$69.76 ($872 per hour); sound Studio minimum rates (per week"): scenic background, story and story sketch-$145 for first effects editor-$51.24 ($8.40,4); music film editor - arts supervisor-$371.78; (per hour): leadman six months, $155 for second six, $165 for third 1.24 ($8.4054); head librarian-$205.64 a week': scenic artist-$6.44%; scenic artist-$5.49; scenic six, $175 for fourth six, $185 for journeyman (any- librarian-$32 ($1); assistant film editor-$29.12 artist assistant-$3.78: shopman scenic artist - one with two years' experience); assistant ani- ($3.64); film librarian -$26.40 ($3.30); film ap- $3.22; title mator starts at $95. gets $115 at journeyman prentice-$20.08 editor artist (40 hours guaranteed)-$4.45. level; assistant layout, assistant background- (under supervision)-$37.80 film SCREEN ACTORS GUILD, (Associated Actors & $100 first six months, $112 second six, $125 for editor (under 48.6 )hours Artistes of America'-AFL). journeyman; lettering artist, airbrush operator (Weekly employes,employee, ($5 guaranteed - and animation checker-$95 to start, $115 for we8.9 ); film editor-$259.33 ( weekly"- Has approximately 11,000 members, chiefly in journeyman; production apprentices -$72.50 for sound effects editor-$255.55 (y.(1em; Hollywood (7,900) and New York (2.800). first six months, $75 second six, $80 third six and ploye film ado rs guars (eed (weekly em- Agreement with producers of tv filmed pro - $85 fourth six; inker -$70 to start, $85 for jour- ployes-43.2 hours guaranteed-per week): li- grams runs from July 21, 1955, to March 31, 1960. neyman; inker apprentice-$55 first six months, brarian-$153.75 (film ); assistant 7.14 - It covers "all players (including actors. singers, $57.50 second six; painter-$62.50 to start, $70 for sound s8 ); film r$127.14 isio (.$186.01 stunt men and airplane pilots, but excluding sound effectseffec editor (under supervision)--$186.01rider )$188. extras) employed in entertainment motion pic- -on call. (186.01);music film editor (under supervision)- ($9.152): (weekly 40 hours guaranteed-pergua3anteed -per week): film apprentice$84.52apprentice-$94.52 ($2.363). Producers are required to pay daily employes 2.4% of straight time earnings as holiday pay and weekly employes 4% of basic earnings as vacation pay and to contribute 8 cents an hour per employe to the health and welfare fund and a like amount to the pension fund.

MOTION PICTURE SET PAINTERS, Local 729 (IATSE) Studio minimum rates: Head paint foreman- $251.72 per week; foreman painter-$217.48 per week'. The following are hourly rates for daily employes: decorator gang boss-$3.93; decorator $3.78; color mixer--$3.62%; maintenance painter /paperhanger gang boss -$3.78; paperhanger-$3.49%; painter-$3.22; paint shop helper $2.50: journeyman sign writer -$4.45 (supervisor-$4.87): standby painter-$3.56, apprentice t4eaelle, painter. first month$1.41 %, second month- $1.63%. etc.. up to $3.07 for 31st -36th month: apprentice sign writer, first month$1.78'5, second month-$2.09%. etc.. up to $4.24 for 3lst -36th month. (Time- and -a -half after eight hours.) hours or 40 ,t= WAVE -TV MOTION PICTURE STUDIO FIRST AID EM- PLOYEES, Local 767 ( IATSE) Studio minimum rates: Registered nurses, nurses, first aid men and women, daily employes for -$2.50 per hour, weekly employes with 43.2 hours guaranteed -$2.385 per hour or $106.85 per week; supervisor nurse -$2.70 hour or week. $120.96 BALANCED PROGRAMMING MOTION PICTURE STUDIO GRIPS, Local 80 ( IATSE) Studio minimum rates: Head grip foreman $245.58 per week; grip foreman -$212.18 per- AUDIENCE RATINGS week": (daily employes, per hour) grip sub-foreman-f3.84%; head camera crane operator and /or camera crane electric control operator and/or crab dolly operator and/or blue goose operator COVERAGE $3.6234; grip gang bogs- $3.48 %: grip -$3.0654; first company grip -$410; second company grip - $3.37. When employed on weekly guarantee of COSTS PER THOUSAND 54 cumulative hours in five consecutive days. first company grip 53.998 per hour or $243.88 per week; second company grip-$3.2A6 per hour or $198 per week. TRUSTWORTHY OPERATION OFFICE EMPLOYES INTERNATIONAL UNION, Local 174 (AFL). NBC AFFILIATE Have contracts with the major motion picture NBC SPOT SALES, EXCLUSIVE NATIONAL studios and with some tv film studios, mainly the REPRESENTATIVES larger ones. but is trying to organize all tv film production companies with two or more employes. office WFIE -TV, Channel 14, the NBC affiliate in Evansville, is now owned and operated by WAVE, Inc. Studio minimum rates (per hour) for daily employes. class 1 (general ledger bookkeepers) $321; class 2 (assistant ledger bookkeepers sum-- mary searchers, etc.) -$2.93: class 3 (executives' secretaries, accountants, etc.)- S2.66 t.'s; class 4 BROADCASTING February 24, 1958 Page 183 weekly employes (Monday -Friday) after 40 LABOR CONTINUED hours. Preparation and clean -up pay: AA -1 script supervisor-$4.64 hourly for tv pictures of 15 journeyman; painter apprentice -$55 first six minutes or less, $9.28 for tv pictures of 16 -30 months; ink checker -$95 for journeyman; paint minutes; AA -2 script supervisor-$531 hourly checker -$75 for journeyman. for films of 15 minutes or less. $10.62 for films of Work week is 40 hours, with time- and -a -half 16 -30 minutes; AA -3 script supervisor-$8.08 for 40 -55 hours and double time 55 -60 hours. hourly for films of 15 minutes or under, $12.15 More than 60 hours in seven days is prohibited. for films of 16 -30 minutes; for all classes, films of over 50 minutes allow two days pay at ap- OF AMERICA. propriate rates. For 15- minute and 30- minute SCREEN DIRECTORS GUILD films, maximum allowance for preparation time (Independent) More than 1,100 members, about in any week is $18.56 (AA -1), $21.24 (AA -2) or 70% in Hollywood. $24.30 (AA -3). Agreement with producers of films for tele- schafer vision (tv supplement to the SDGA basic agree- SET DESIGNERS & MODEL MAKERS OF THE ment with independent producers) runs from MOTION PICTURE, TELEVISION & AMUSE- April 4, 1955, to April 3, 1958. Proposals for new IATSE. terms have been submitted by SDGA to pro- MENT INDUSTRIES, Local 847, ducers who signed the present agreement. Studio minimum rates: Set designer (after 3 Minimum salaries: $550 per week for guaran- years in industry) -$4.5755 per hour for daily teed employment for 40 out of 52 weeks (plus employment, $4.14 per hour with weekly guaran- custom two weeks vacation pay); $575 per week for tee of 40 hours in Mon.-Fri. five -day week; as- guaranteed employment for 20 out of 26 weeks sistant set designer -daily employment rates of (plus one week vacation pay). with no limit on $2.82 an hour for first year in industry, $3.30 for type or number or length of films; $600 per week second and $3.81 for third; guaranteed weekly for service on one employment at $2.59 ;5 an hour the first year, on two -week per -film contract $3.45 31 -60 min. film; $800 per week on one -week con- $3.01% the second and the third; apprentice engineering tract for service on one 16 -30 min. film; $600 per set designer -$2.25 an hour daily, $2.07 weekly; week on 11 out of 13 weeks contract for service set model builders --$4.5755 an hour daily, $4.14 an on maximum of 13 16 -30 min. films; $800 per hour weekly: assistant set model builder -,$3.1355 week for one -week contract for service on maxi- an hour daily, $2.87!5 an hour weekly; ap- 7 $800 per week for prentice set model builder-$2.261 an hour mum of two -15 min. films; hour 235 South Third Street 11 out of 13 weeks contract for service on maxi- daily, $2.07 an weekly. mum of 26 7 -15 min. films: $600 per week for one -week contract for service on maximum of SOCIETY OF MOTION PICTURE ART DIREC- six films less than 7 min. long. (Week is six days; TORS. Burbank, California overtime is calculated at rate of 1/6 of weekly Studio rates per week*: Art director, first year rate for each day or portion of a day.) in industry-$306.56; second year in industry- Tv commercials: $120 a day, or $600 for one $369.65; thereafter -- $114.10; assistant art director continuous week. Integrated commercials, made -$261.38; art director in charge of drafting room to be shown only with entertainment films di- -$284.86. rected by the director during his term of employment, may be made without extra pay on on call. any shooting day. - Second units (usually employed to film back- SOUND TECHNICIANS, Local 695 (IATSE) grounds. stunts and other work not involving the finest in cast of picture): $800 per week or $120 per day, Studio minimum rates (daily employes -per with one day's preparation for 1 -2 days shoot- hour): mixer- $8.72; supervising engineer ing, 2 days preparation for 3 -4 days shooting, 3 operative supervisor and /or engineer 5.93; days preparation for 5 or more days shooting. amplifier room operator, technical test en neer Reruns: Salary covers two telecasts in each and /or gang boss, service recorder and /or local U. S. city, For third and all subsequent runs, the engineer, service playback operator, microphone SDGA fee is $600 for a 31 -60 min. ($450 if boom operator-$$4¢.76; recording machine oper- REMOTE guaranteed), $300 for a 16 -30 min. film ($225 if ator- $4.39!5; cableman, playback operator, pub- guaranteed), $150 for a 7 -16 min. film ($112.50 if lic address operator, dubbing machine operator. guaranteed), $50 for a film less than 7 min. long magnetic film service man and /or film loader- ($37.50 if guaranteed). Commercials carry no re- $3.09%. run fees. If director receives more than mini- (Weekly employes, 48.6 hrs. guaranteed per mum. the excess may be credited against the re- week):- $365.81 ($7.527 per hour); supervising en- run fee. gineer -$365.81 ($7.527); operative supervisor and/ CONTROL Theatrical showings: Director to get difference or engineer $277.26 ($4.296); amplifier boom between tv and theatrical film scale. but not less operator, technical test engineer and/or gang than $600 for a 31 -60 minute tv film, not less than boss, service recorder and/or local engineer, $120 for tv films of 30 minutes or less. service playback operator, microphone boom First assistant director on contract: weekly operator -$226.04 ($4.273); recording machine pay of $300 for 46 out of 52 weeks, $325 for 23 out operator -$208.85 ($3.948); cableman, playback now annourióes of 28 weeks, $350 for 11 out of 13 weeks. No con- operator, public address operator, dubbing ma- tract: $350 (or $70 a day). chine operator, magnetic film service man and /or Second assistant director: On contract: weekly film loader -$14600 ($2.777). Lower minimums pay of $175 for 46 out of 52 weeks, $187.50 for 23 apply if work is guaranteed for six consecutive out of 26 weeks, $200 for 11 out of 13 weeks. No weeks and still lower for guarantee of 50 weeks contract: work out of 52. Addiional aymenttss: Flight pay of $36.58 per flight (not to exceed $73.15 a day in addition to STUDIO ELECTRICAL TECHNICIANS, Local AUTOMATIC basic salary). Underwater work (artificial air 728, IATSE. helmet) in other than studio tank: $22 per dive, Studio minimum rates: general foreman - with $44 a day maximum additional pay. $217.48 a week; chief set electrician (gaffer) - Tv film producer also must agree to pay $1.20 $4.10 an hour for daily employment or $243.88 per work week or 20 cents per workday to the for 54 -hour week; chief rigging electrician Motion Picture Industry Pension Plan for each and /or sub foreman -$3.63 an hour for daily em- LOGGING director and assistant director $3 per work week ployment or $198.01 for 54 -hour week: special or 50 cents per workday to the IATSE -Basic operator and /or gang boss -$3.22 an hour;- as- Crafts -Guilds- Hollywood Producers -Health and sistant chief set electrician (best boy) -$&.37 per Welfare Fund for the Employees of the Motion hour or $198.01 for 54 -hour week; lamp operator Picture and Allied Industries. -$2.95 per hour; running repairman-$3.22 per Directors are to get screen credit on a separate hour. title card which shall be the last title; card before Daily employes get time- and -a -half after eight and truly the first scene of the picture or the first title card hours or 40 hours, with minimum call of eight following the last scene of the picture. hours; weekly employes are guaranteed 54 hours of work, with overtime at time -and -a -half after SCREEN EXTRAS GUILD (AAAA -AFL). 54 hours and minimum call of nine hours. Basic About 2,000 members. scale is higher for distant location work, seldom Minimum wage: $22.05 a day for general extras, used in tv. $20.43 for stand -ins. For such special work as AUTOMATIC driving horses six -up or riding a camel or - on call. elephant, minimums reach $55.94 a day. Silent bit (special pantomime) minimum is $61.33 a day. SEG became part of the Motion Picture In- dustry Pension Fund in 1956 and producers now pay 48 cents per extra for each straight time KEEP TIME PROGRAMMING day into the fund. fraction of a

SCREEN STORY ANALYSTS, Local 854 (IATSE) DOW! lose a /mlfLlE' Studio minimum rates (weekly guarantee of 40 hours -per hour): reader, first six months of EQUIPMENT continuous employment- $2.26!5; 6 -12 months-- brava $2.47%; 12 -18 months-$2.66%; 18 -30 months - $2.86; 30 -42 months -$3.0514; 42-54 months- Centralized $3.26%; 54 months and thereafter -$3.4811; (assigned to special reading -minimum call 8 hours Register STOPWATCH -per hour): reader, first six months-$2.70%; Radio people truly Price and TV -get the 8 -12 months- $2.91t1; 12 -18 months -$3.10,5; 18- List 536.50 most of every minute you pay for 30 months-$3.30; 30-42 months-3349 %; 42-54 -to the last split- second with the automatic months $3.70!5; 54 months and thereafter - Professional Minerva Stopwatch designed for $3.92', . radio and TV use! Eliminates the Price possibility of "last minute" errors SCRIPT SUPERVISORS' GUILD (Independent). - easy- reading - OFFICIALLY Studio minimum rates: Script supervisor, first $25.55 net ADOPTED by major networks. Write year in industry-$2.17 per hour for daily em- TODAY for complete catalog. ployes. $125.82 per week (54 hours guaranteed) ($2.063 per hour); second year in industry-$2.54 M. Ducommun Company per hour, $143.83 per week ($2.359); third year - Specialists in Timing Instruments $2.91 per hour, $164.67 per week ($2.70). Daily 580 Fifth Avenue, New York 19-Plaza 7-2540 employes get time -and -a -half after eight hours Page 184 February 24, 1958 BROADCASTING STUDIO TRANSPORTATION DRIVERS, Local but only employment of writers to write or re- mum increases 40 %, three times a week, 60 %. 399 of International Brotherhood of Teamsters, vise "literary material" (stories, treatments, tele- and four times a week, 80% of the difference Chauffers, Warehousemen and Helpers of Amer- plays, etc.) under direction of the producer. between compensation for one and for five ica. Compensation is based on production cost of broadcasts a week. 26, 1955 30, the film (high budget and low budget, with high Minimum for audience participation filmed Agreement runs from Oct. to Jan. of 15 or is $370 on a 1959. minimum rates (hourly): driver budget films described as films minutes programs for one writer employed Studio less costing $16,500 or more, 15 -30 minutes -$27,- 10- minute once -a-week program, $555 for a maxi- gang boss - $2.92; chauffer and /or truck driver - 60-75 15- $ .,.61; special equipment driver -$2.96%; camera 500, 30 -60 minutes-$52,250, minutes-572.- mum of two writers on a minute program, car driver -$2.96 %; auto service employe (other 000, 75 -90 minutes-$92,000). $975 for a maximum of three writers on a 30- auto mechanic)-$2.61; dispatcher -$280)6; For all tv films except serials, writers of story minute program and $1,805 for a maximum of than are to receive: for programs of 15 minutes or five writers on a 60- minute program, the pro- ramrod - $2.92; wrangler gang boss - $2.92; less-$145 for low- budget and $160 for high - gram minimum being divided among the writers wrangler-$2.61; wrangler (pick up)- $6.01 ;6; -$240 for low -budget actually employed. For two a wrangler (braider) $4.37; trainers (stable) - budget films, 15-30 minutes programs week $5.19; automotive gang boss- $3.62!4; automotive and $290 for high- budget films, 30 -60 minutes- the minimum is 1% times the one -time minimum. dog dog handler $455 and $545, 60 -75 minutes -$625 and $750; for three -a -week it is 2% times. for four a mechanic-$3.22; trainer -$3.95; writers of teleplay are to receive: for 15 minutes week 2% times, for five a week three times and Rates stunt blind drivers $520, 15 -30 minutes -$650 and for a 3% the -time minimum. for2 trainers stics livestock) to or less-$380 and six week times one $865, for 30 -60 minutes -$1,240 and $1,640, 60 -75 Rewrites and polishes are 50% and 25% of tele- individual negotiation. minutes -$1,725 and $2.300; writers of story and play minimum, respectively. Simulcast is 13335% Union claims jurisdiction over all rolling stock teleplay are to get: 15 minutes or less-5510 and of film tv minimum. Tv sequel: $225 royalty per in studio and domestic animals (except cats and $600, 15 -30 minutes $850 and $1,100, 30 -60 minutes episode. dogs). Contract calls for a 40-hour work week of -$1,610 and $2,000, 60 -75 minutes- $2,250 and $2,- Term contracts: six -week guarantee at P50 a five B -hour days. with time -and-a -half for over- 750. Minimum compensation for programs in ex- week; 14 -week guarantee at $325 a week out time, double time for Sunday and premium pay cess of 75 minutes is based on the one -hour of 26 weeks at $300 a week, 40 out of 52 weeks of 10% for work between 8 p.m. and 1 a.m. and minimum plus the difference between the hour guarantee at $275 a week. of 20% for work between 1 -6 a.m. and half -hour minimums for each additional Reruns: 35% of minimum for second run (first Contract contains a no- strike clause, with half -hour or fraction. rerun), 30% for third run, 25% each for fourth, provisions for immediate settlement of work For serials, no distinction is made between fifth and sixth runs in U. S. and Canada. stonpages by an impartial umpire, with disputes stories and teleplays; minimum compensation for Theatrical release: 100% additional payment. that cannot be settled by representatives of the material is: 15- minutes or less-$414, 15 -30 Toll tv: Considered as theatrical use. No spe- union and management to go to arbitration. minutes -$690, 30 -60 minutes- $1,311. cific demands have been made concerning pic- Producer is called on to pay 7 cents per man Minimum pay for a sketch is $550. tures made primarily for toll tv as yet. For per hour to IATSE -Basic Crafts- Guilds -Holly- Minimum for comedy -variety shows is $4,550 theatrical films produced before Sept. 2, 1957 wood Producers Health and Welfare Fund and 4 for a 13 -week contract and in any case not less (date of Bartlesville, Okla., inaugural of wire cents per man per hour in the Motion Picture In- than $350 per week. Script minimum Is paid one toll tv) and released for toll tv: 10% of absolute dustry Pension Plan. writer employed on comedy -variety shows gross from toll tv. For theatrical pictures pro- broadcast once a week; for two writers, the duced after Sept. 2, 1957, for both theatre and WRITERS GUILD OF AMERICA, WEST (Inde- minimum (for both, not each) is 1% times the pay tv, sliding scale based both on production pendent). script minimum; for three writers, 1% times and cost and toll tv gross, with writer getting 11,6% for four writers double the script minimum, with of each fifth of production cost in gross receipts Affiliated with Writers Guild of America, East. 25% of minimum added for each additional from toll tv up to maximum of 755% for fifth WGAW has approximately 1,800 members. 1,000 writer. Comedy -variety films broadcast five times unit and all moneys thereafter. in the Television-Radio Writers' Branch, 800 in a week minimums are: 10- minute programs: one Agreement calls for a Guild shop, prohibits the Screen Writers' Branch. The tv -radio writers writer-$1,100, two writers - $1,200, three writers speculative writing, contains a no- strike clause are employed in writing tv filmed as well as tv -$1.400; 10 -15 minutes: two writers -$1,540, three and provisions for arbitration, requires producer live programs. (Another 1,000 tv -radio writers writers -$1,740, four writers- $1,940; 15 -30 min- to pay $3.24 a week per employe into Motion belong to WGAE). utes: three writers -$2,600, four writers- $2,B50. Picture Industry Pension Fund. Screen credits Agreement with independent producers of tv five writers -$3,100; 30 -60 minutes: four writers for writers are provided for. Rights of producer films runs from April 21, 1956, to Jan. 15, 1960. It -ß4,900, five writers- $5,150. For comedy -variety and writer to use of material in other media does not cover purchase of stories, scripts, etc., films broadcast twice a week the applicable mini- (theatres, radio, etc.) are detailed. Indispensable...

in the Advertising World

NATIONAL REGISTER PUBLISHING CO., Inc. 147 WEST 42nd ST., NEW YORK 36, N. Y. 333 NO. MICHIGAN AVE., CHICAGO 1, ILL. BROADCASTING February 24. 1958 Page 185 PR®FESSNYN i AL CA .MMIMOMMIZIMMINIMM=1.

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Page 186 February 24, 1958 BROADCASTING FOR THE RECORD Station Authorizations, Applications Allocations As Compiled by BROADCASTING TV CHANNEL CHANGES By report and order Commission amended tv 13 table of assignments and substituted ch. 75 for February through February 19 ch. 74 in Lewistown, Pa., effective Mar. 20. Change will make ch. 74 available for tv trans- Includes data on new stations, changes in existing stations, ownership changes, hearing lator service in North Warren, Pa. Announced ceses, rules & standards changes and routine roundup. Feb. 13. By report and order Commission amended tv Abbreviations: table of assignments and shifted ch. 4 from Irwin DA- directional antenna. cp- construction per- night. LS -local sunset. mod. modification. to Pittsburgh, Pa., effective Mar. 20. At same mit. ERP- effective radiated power. vhf-very trans. -transmitter. unl.-unlimited - hours. kc- "m ". h modified cp of Television City Inc., high frequency. uhf -ultra high frequency. ant. kilocycles. SCA-subsidlary communications au- to specify operation of WTAE (ch. 4) in Pitts- -antenna. ens-aural. vis. -visual. kw -kilo- thorization. SSA-special service authorization. burgh instead of McKeesport; conditions. An- watts. w -watt. mc-megacycles. D-day. N- STA- special temporary authorization. 5 -educ. nounced Feb. 13. TV CHANNEL CHANGE DENIED By report and order Commission denied peti- has as much as one half of one percent interest. tion by WATR Inc. (WATR -TV, ch. 53), Water- New Tv Stations LeRoy E. Phaklides is president; Marie Carlson bury, Conn., to amend tv table of assignments is secretary; Martin I. Narbo is treasurer. Mr. to Hartford ACTIONS BY FCC Phaklides is employed by Minn. and Ontario by shifting channel from Waterbury Paper for noncommercial educational use there, and San Francisco Calif.- Marvin Kratter d/b as Co., International Falls; Mr. Narbo is shifting ch. 24, now reserved for educational use Golden State Telecasting Co. ch. 38 teacher; Marie Carlson is employed by Falls to commercial use; -Granted uhf Credit Bureau. 13. in Hartford, Waterbury for (614 -620 mc); ERP 18.6 kw vis., 9.12 kw aur.; ant. Announced Feb. and terminated proceedings. Announced Feb. 13. Malco Inc., Memphis, Tenn. height above average terrain 481 ft., above Theatres -Granted TV CHANNEL CHANGES PROPOSED ground 308 ft. Estimated construction cost $85.- cp for new tv station to operate on ch. 48 with 755, first year operating cost $175,000, revenue ERP 562 kw vis., 302 kw aur.; ant. 370 ft. An- By notice of proposed rule making Commission $180.000. P. O. address % Mr. Kratter, 521 5th nounced Feb. 13. invites comments by Mar. 20 to following re- Ave., New York 17, N. Y. Studio and trans. loca- lated petitions to change tv table of assignments: tion California and Mason Sts., San Francisco. By Jefferson Standard Bests. Co. (WBTV ch. Geographic coordinates 37° 47' 24" N. Lat., 122° 24' Existing Tv Stations 3 Charlotte, N. C., and WBTW ch. 8 Florence, 44" W. Long. Trans. and ant. RCA. Mr. Kratter, S. C.), to assign ch. 8 to Greensboro, N. C., by ch. 13 ch. B at ch. also applicant for ch. 11 Fargo, N. D., is New ACTION BY FCC substituting for Florence and York realtor. Announced Feb. 13. e8 for ch. e13 for educational use in Charleston, International Falls, Minn.- Minneonto Televi- WJHP -TV (ch. 36) Jacksonville, Fla.- Recon- S. C. sion Inc.- Granted vhf ch. 11 (198 -204 mc); ERP sidered Jan. 30 action and rescinded grant of By Winston -Salem Beats. Co. Inc. (WTOB -TV 1.59 kw vis., .794 kw aur.; ant. height above renewal of license and returned application to ch. 26 Winston -Salem, N. C.), and Sir Walter average terrain 305 ft., above ground 320 ft. pending file. Station has not been operating Television Co. (WNAO -TV ch. 28 Raleigh, N. C.) Estimated construction cost $114,857, first year since Oct. 25 and it is policy of Commission not to substitute ch. 13 for ch. 8 in Florence and ch. operating cost $56,253, revenue $80,000. P. O. to grant applications for renewal of licenses of .8 for ch. e13 in Charleston and assign ch. 8, as address % John Furuseth, 209 4th Ave., Inter- stations not operating in accordance with terms well as all other channels now separately allo- national Falls, Minn. Studio and trans. location of licenses sought to be renewed. Announced cated to Winston -Salem, High Point and Greens- International Falls, Minn. Geographic coordinates Feb. 13. boro, to those three cities on hyphenated basis; in they request that ch. 8 be assigned 48° 36' 08" N. Lat., 93° 23. 35" W. Long. Trans. APPLICATION alternative, DuMont, ant., Prodelin. Legal counsel Spearman to Winston -Salem alone. 8c Roberson, Washington, D. C. Consulting engi- WMBD -TV Peoria, 111. -Mod. of cp to change By Paul E. Johnson for Granite City Bests. neer William S. Sadler, St. Paul, Minn. This frequency from ch. 31, 572-578 mc to ch. 25. 536- Co., Mount Airy, N. C., to assign ch. 8 to Win- proposed station is general community project. 542 mc; change ERP from vis. 288 kw, aur. 144 ston -Salem by substituting ch. 13 for ch. 8 in Approximately 2.700 persons have subscribed to kw to vis. 290 kw, aur. 145 kw; change ant. height Florence and ch. 8 for ch. e13 in Charleston. one share of stock each (in some cases this may above average terrain from 620 ft. to 626 ft., and By Atlantic Bests. Co. Inc. (am station WJMX have been two or three shares). No one person make change in ant. system. Announced Feb. 14. Florence) to retain ch. 8 in Florence and add

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WASHINGTON, D. C. CLEVELAND CHICAGO, ILL. ATLANTA, GA. DALLAS, TEX. SAN FRANCISCO Ray V. Hamilton Wm. T. Stubblefield Jackson B. Maurer Jack L. Barton Dewitt (Judge) Landis W. R. (Ike) Twining Barney Ogle 1737 DeSales St., N. W. 2414 Terminal Tower Tribune Tower 1515 Healey Bldg. Fidelity Union Life Bldg. 111 Sutter St.

EX 3.3456 TO 1 -6727 DE 7 -2754 JA 3 -3431 RI 8 -1175 EX 2-5671 aeet MlnYlrllon utee volum In our fiele. Call your nearest office of HAMILTON, STUBBLEFIELD, TWINING & ASSOCIATES BROADCASTING February 24. 1958 Page 187 FOR THE RECORD CONTINUED

ch. 13 there by substituting ch. 47 for ch. 13 fn 690 kc. 500 w D. P. O. address 123 South Broad Charleston. St., Philadelphia. Estimated construction cost In connection with above, Jefferson Stand- $35,153, first year operating cost $48,000, revenue ard was ordered to show cause why its license $60,000. Owners are John Boyd (20.99 %), Joseph for WBTW on ch. 8 in Florence should not be Seitchik (17.49 %), Joseph C. Cobots (13.99 %). modified to specify operation on ch. 13, and Merrill B. Hayes (13.99 %) and others. Dr. Boyd Winston-Salem was ordered to show cause why is professor of biological chemistry. Dr. Seitchik its permit for WTOB -TV on ch. 26 at Winston - is physician. Dr. Cobots is dentist. Dr. Hayes has Salem should not be modified to specify tem- medical doctorate and is financier. Announced Planning 13. porary operation on ch. 8. Announced Feb. Feb. 17. Mequon, Wis.- Independent Television Inc., 1030 kc, 1 kw D. P. O. address Sol J. Kahn, 212 Translators West Wisconsin Ave., Milwaukee. Estimated construction cost $24,552, first year operating cost Morongo Basin TV Club Inc., Twentynine $30,000, revenue $36,000. Owners are Jack Kahn Palms, Calif.- Granted application for new tv (36.44 %). Max Osnos (15.22 %), Lawrence A. translator station on ch. 70 to serve Twentynine Fleischman (12.23%) and others. Mr. Kahn is in a Radio Palms and Marine Corps base by translating textiles. Mr. Osnos also owns 93% of WTOH -TV programs of KRCA (ch. 4) Los Angeles. An- Toledo, Ohio, and WBH7 -TV Detroit and 15% of nounced Feb. 13. WITI -TV Whitefish Bay, Wis. Mr. Fleischman is Redwood TV Improvement Corp., Redwood in floor coverings, real estate, etc. Announced Falls, Minn. -Granted cps for two new tv trans- Feb. 13. lator stations: ch. 77 to translate programs of KSTP -TV (ch. 5) St. Paul, and ch. 70 to translate programs of WCCO -TV (ch. 4) Minneapolis. Existing Am Stations Station? Announced Feb. 13. Libby Video Club, Libby, Mont-Granted cp ACTION BY FCC for new tv translator station on ch. 78 to translate programs of KHQ -TV (ch. 6) Spokane, KDES Palm Springs, Calif.- Granted increase Wash. Announced Feb. 13. In power on 920 kc D. from 500 w to 1 kw. An- Powers TV Translator Inc., Powers, Ore. - nounced Feb. 13. Granted cp for new tv translator station on ch. 76 to translate programs of KPIC (ch. 4) Rose- APPLICATIONS burg, Ore. Announced Feb. 13. KVSM San Mateo, Cahf. -CP to increase power from 1 kw to 5 kw; change ant: trans. location; New Am Stations change studio location; install directional ant. daytime and new trans.; make changes in ground ACTIONS BY FCC system and delete remote control operation of trans. Announced Feb. 17. Lompoc. Calif. -Elson Electronics Co.- Granted WJW Cleveland, Ohio - Gp to increase daytime 960 kc, 500 w D. P. O. address 235 Quadro- Vecchio power from 5 kw to 10 kw; install new trans.; Drive, Pacific Palisades, Calif. Estimated con- make changes in directional ant. system (one struction cost $16,502, first year operating cost additional tower) and change from DA -1 to DA -2. $48,000, revenue $55,000. Thomas B. Friedman, Announced Feb. 14. sole owner, is electronics engineer. Announced Jan. 30. (Corrected item.) Shelby N. C .-Eugene Slatkin and Charles E. Fm Melin d /{, as Cleveland County Bcstg. Co.- Grant- New Stations ed 1390 kc, 500 w D. P. O. address % Mr. Slatkin, Box 248, Lincolnton, N. C. Estimated construction ACTIONS BY FCC cost $12,695, first year operating cost $21,000, revenue $30,000. Mr. Slatkin is employe, WLON San Diego, Calif. -KCBQ Inc.- Granted 107.9 . Lincolnton, is mc, 9.3 kw toil. P. O. address 645 Ash Ave., San and Mr. Melin general mgr., Lin- $8,255, coln FCX Co -op.. Lincolnton. Announced Feb. 13. Diego, Calif. Estimated construction cost first year operating cost $20,000, revenue $20,000. V Owner is Bartell Bestrs. Inc., licensee of WOKY APPLICATIONS Milwaukee, Wis.; KRUX Glendale, Aria:; KCBQ One of RCA's three basic de- Nashville, Ark. -R. G. McKeever, 1260 kc, 500 San Diego and WILD Boston. Announced Feb. 13. w D. P. O. address 1925 South 4th St., De Queen, Stockton, Calif. -Golden Valley Bcstg. Co.- signs ( Plans "A," "B," "C ") Ark. Estimated construction cost $14,815, first Granted 92.9 mc. 1.525 kw uni. P. O. address Alan year operating cost $20,000, revenue $25,000. Sole L. Torbet, 409 East Market St., Stockton, Calif. for new or modernized stations owner McKeever also owns KDQN DeQueen, Applicant owns KRAK Stockton; individual Ark. Announced Feb. 13. owners are Alan L. Torbet (18.6 %), L. E. Che- may offer exactly the layout and Cedar Rapids, Iowa -Laird Bests. Co. Inc., nault, Bert Williamson, Amelia Schuler (each 1380 kc, I kw D. P. O. address 2355 South Webster 17.5 %) and others. L. E. Chenault, Mr. William- facilities you require. Plan "B," St., Green Bay, Wis. Estimated construction cost son and Amelia Schuler own KYNO Fresno, Calif. $22,000, first year operating cost $65,000, revenue Announced Feb. 13. for instance, provides the extra $80,000. Owner also is licensee of WDUX Wau- Braddock, Pa. -Matta Bcstg. Co. -Granted 96.9 paca, Wis. Dorothy J. Laird holds 100% of WDUX mc, 68 kw uni. P. O. address 1233 Braddock Ave., studio and storage space for stock. Her husband, Ben A. Laird, is 83% owner Braddock, Pa. Estimated construction cost $5,060, of WDUZ Green Bay, Wis. Announced Feb. 17. first year operating cost $18,000, revenue $20,000. efficient handling of the varied Ocean City, Md. -Wett Corp., 1420 kc, 500 w D. Owners are William G. Matta, George C. Matta P. O. address J. L. O'Conner Jr., Box 61, Ocean and E. R. Matta (each 55). Announced Feb. 13. programs typical of a com- City. Estimated construction cost $16,421, first FM Broadcasters Inc., Seattle, Wash. -Granted year operating cost $36,000. revenue $43,000. Own- cp for new Class B fm station to operate on 98.9 munity or medium -size sta- ers are James Leo O'onner Jr. (23.6 %). David mc; ERP 10.5 kw; ant. 1,070 ft.; engineering con- William Beck (20.7 %). Irwin Joseph Meyer dition. Announced Feb. 13. tion. Studio, announce booth (19.2 %) and others. Mr. O'Conner is in experimental engineering. Mr. Beck is water and san- APPLICATION and record library room are itary installations superintendent. Mr. Meyer is telephone company commercial supervisor. An- Columbus, Ind.-White River 'testa. Co., 93.5 part of this plan. nounced Feb. 17. me, .760 kw uni. P. O. address Carr Hill Rd., West Chester, Pa.- Brandywine Bcstg. Corp., Box 469, Columbus. Ind. Estimated construction

Now available free, without obligation, a complete station - Virginia planning brochure. Its floor plans, 4065, 000.00 discussion of trends and equipment requirements may save you time A well established radio station, presently showing fair and money. Write RCA, Dept. profits and capable of producing greater returns under an CD-22 Building 15 -1, Camden, N.J. owner -operator. Some good real estate is included. Reason- buyer. RADIO CORPORATION able terms are available for a qualified Exclusive with of AMERICA 131ackGurn eornpan y NEGOTIATIONS FINANCING APPRAISALS D. C. ATLANTA CHICAGO Tmklsl ® WASHINGTON, James W. Blackburn Clifford B. Marshall H. W. Cassill Jack V. Harvey Stanley Whitaker William B. Ryan Wirr"' .! Washington Building Healey Building 333 N. Michigan Avenue STerling 3-4341 JAckson 5 -1576 Financial 6 -6460 inS.r NrAng?A. Page 188 February 24, 1958 BROADCASTING XEAK Mighty 690 cost $8,850, first year operating cost $2,500, reve- State Bcstrs. Inc. for $1 million. New owner - nue $2,500. Owner is Findlay Publishing Co. (Bartell Bcstrs.) is licensee of WOKY Milwau- which also owns WCSI Columbus, Ind., and kee, KRUX Glendale, Ariz., KCBQ San Diego WFIN -AM -FM Findlay, Ohio. Announced Feb. 17. and WILD Boston. Announced Feb. 13. KMYR Denver, Colo. -Seeks assignment of license from Dolph- Pettey Bcstg. Co. to Empire Bcstg. Inc. for $200,000. New owners are Don W. Ownership Changes Burden (58.81 %) and others. Mr. Burden also owns 42.10% of both ROIL Omaha and KWIK ACTIONS BY FCC Pocatello, Idaho. Announced Feb. 14. WBLJ Dalton, Ga. -Seeks acquisition of posi- KFOX -AM -FM Long Beach, Calif.- Granted tive control of licensee corporation (Dalton transfer of control of licensee corp. (Hogan Bcstg. Corp.) by H. C. Kenemer through pur- Bcstg. Corp.) from Arthur B. Hogan to Kevin B. chase of stock from T. W. and Mack Kenemer Sweeney (32 %), Harry L. (Bing) Crosby Jr., for $30,000. H. C. Kenemer will then own 84 %. Kenyon Brown, George L. Coleman and Joseph Announced Feb. 17. A. Thomas (each 17 %) for $100,000 cash. Mr. WHIE Griffin, Ga.-Seeks transfer of negative Sweeney is president of RAB. Mr. Crosby owns control of licensee corp. (Telerad Inc.) from 25% of RCOP (TV) Los Angeles, Calif., and W. C. Courson to John T. Williams for $5,250. 8.12% of KGLC Miami, Oklo. Mr. Brown is 25% Mr. Williams, whose ownership will be 50 %, is owner of KCOP, 49.99% owner of HANS Wich- account executive with WLWA -TV Atlanta. JORGE I. RIVERA, Presldent ita, Kan., and 22.15% owner of KGLC. Mr. Cole- Announced Feb. 17. man owns 25% of KCOP and 6.45% of KGLC. WKLY Hartwell, Ga.-Seeks involuntary as- Mr. Thomas is 25% owner of KCOP. Announced signment of license from Louie L. Morris to Feb. 13. Max G. Pfaender, administrator of the estate of Like Hundreds KPLA (FM) Los Angeles, Calif.- Granted as- Mr. Morris, deceased. Mr. Pfaender also owns signment of license and cp from School of Radio WKLE Washington, Ga. Announced Feb. 14. Arts to KPLA Inc. for $40,000. KPLA will be WSEL (FM) Chicago, III.-Seeks involuntary owned by John H. Poole (75 %) and Don C. transfer of control of licensee corp. (Chicago of Broadcasters.. a Martin (25 %). Mr. Martin is current licensee of Skyway Bcstg. Co. Inc.) from William Irvin to KPLA (FM). Mr. Pdble is licensee of KBIG Ava- Francis J. Curtis, receiver in bankruptcy. An- President lon, 49% owner of KBIF Fresno and holds cps nounced Feb. 13. for KBIC -TV Los Angeles and KBID -TV Fresno WFDS -FM Baltimore, Md. -Seeks assignment JORGE I. RIVERA all California. Announced Feb. 13. of cp from William Scott Cook to Audiophonic WIRL Peoria, DL-Granted assignment of li- Corp., no consideration involved. Mr. Cook will Frudeger Bcstg. Co. (Robert W. own 50% of new corporation formed for sole pur- cense to pose of WFDS -FM ownership. Other owners: XEAK Frudeger, president); consideration $325,000. An- A. Wagonheim and Milton Schwaber nounced Feb. 13. Howard (each 25 %). Mr. Cook is electronics engineer. Mr. Tijuana, Mexico KFAD Fairfield, Iowa-Granted assignment of Wagonheim is in motion picture theatre manage- license to Broadcasting Engineering Services ment. Mr. Schwaber is in real estate, investments Engineer Inc. (Gerard B. McDermott, president, KBUR and theatres. Announced Feb. 13. Burlington); consideration $24,700. Announced WTIX New Orleans, La. -Seeks assignment of MAYOR J. A. Feb. 13. license from Mid-Continent Bcstg. Co. to Orleans WPON Pontiac, Mich.- Granted assignment of Parish School Board as outright gift. Contingent FERREIRA KANAPE license to Chief Pontiac Bcstg. Co. (Edward E. on FCC approval of assignment of license of Wilson, president); consideration $275,000. As- WWEZ New Orleans to Mid-Continent (see be- signee stockholders except Wilson have interest low), which will retain WTIX call letters. An- in WILS Lansing, Mich. Announced Feb. 13. WFOR Hattiesburg, Miss.- Granted assignment nounced Feb. 17. of licenses to Sheridan Inc. (B. W. Curry Jr., WWEZ New Orleans, La.-Seeks assignment president); consideration $72,800. Announced from WWEZ Radio Inc. to Mid-Continent Bcstg. Feb. 13. Co. (Todd Stolz, president) for $490,000. Other KCSR Chadron, Neb.- Granted transfer of con- Storz stations are WHB Kansas City, WDGY trol from Rachel R. and Robert W. Fouse to Minneapolis -St. Paul and WQAM Miami. An- William H. Finch; consideration $8,179 for re- nounced Feb. 17. maining 60.31% stock. Announced Feb. 13. WOTW -AM -FM Nashua, N. H.- Granted assignment of license from Nashua Bcstg. Corp. to Hearing Cases Gateway Bcstg. Corp. for $155.000. Gateway Bcstg. is owned by Theodore Feinstein and FINAL DECISIONS Gertrude Dane (each 50 %). Mr. Feinstein owns controlling stock in WLYN Lynn, Mass., WTSA By memorandum opinion and order, Commis- Brattleboro, Vt., and WNBP Newburyport, Mass. sion dismissed protest, and petition for recon- Gertrude Dane is housewife. Announced Feb. 13. sideration filed by Dover Bests. Co. (WDOV) KNED McAlester, Okla. -Granted transfer of Dover, Del., directed against Dec. 18 grant of MAYOR J. A. FERREIRA KANAPE control to Ray Van Hooser; latter acquires re- application to assign license to WKEN Dover, maining 80% interest for $32,000. Announced from WREN Inc. to Coastal Carolina Bcstg. and Engineer Feb. 13. Corp. Announced Feb. 13. KVLF Alpine, Tex.-Granted acquisition of By memorandum opinion and order, Commis- ING. JOSE MARQUEZ positive control by Gene Hendryx through the sion granted protest by New Mexico Bcstg. Co. purchase of stock from Jack W. Hawkins and (KGGM and KGGM -TV ch. 13) Albuquerque, MUÑOZ DE COTE Barney H. Hubbs; consideration $5,400. An- N. M., and protest and petition for reconsidera- nounced Feb. 19. tion by Alvarado Television Co. Inc. (KOAT -TV eh. 7) Albuquerque, to extent of postponing APPLICATIONS Dec. 18 grant of application of Video Independ- Selected ent Theatres Inc., for mod. of cp of KVIT (ch. 2) KPIN Casa Grande, Ariz. -Seeks assignment of Sante Fe, to move trans. from 2.8 miles northwest license from John W. Parham and David A. of Santa Fe to Sandia Crest, about 43 miles Garbe, d/b as Final County Bcstg. Service, to northeast of Albuquerque, move main studio STAINLESS TOWERS John W. Parham for $10,000. Mr. Parham former- from present site of trans. to within Santa Fe, ly held 50% interest. Announced Feb. 13. increase ERP from 0.324 kw to 28.2 kw, with aur. KPAY Chico, Calif. -Seeks assignment of li- 14.4 kw, and make other equipment changes cense from Rebell Enterprises to J. Ned Rich- designated the application for evidentiary hear- ardson for $130,000. Mr. Richardson is financier, ing and made protestants parties to proceeding; realtor, etc. Announced Feb. 17. scheduled oral argument for Mar. 24 on "eco- KYA -AM -FM San Francisco, Calif.-Seeks as- nomic issue ", and made Alvarado party to pro- signment of license from KYA Inc. to Golden ceeding. Announced Feb. 13.

WASHINGTON 1625 Eye Street, N.W. NAtional 8 -1990 ALLEN KANDER NEW YORK ING. JOSE MARQUEZ MUNOZ DE COTE, Engineer 60 East 42nd Street AND COMPANY MUrray Hill 7 -4242 LEARN WHY MANY BROADCASTERS CHOOSE CHICAGO STAINLESS TOWERS NEGOTIATORS FOR THE PURCHASE AND SALE 35 East Wacker Drive Call or Write OF RADIO AND TELEVISION STATIONS . , for Informative RAndolph 6 -3688 Literature. EVALUATIONS DENVER FINANCIAL ADVISERS 1700 Broadway AComa 2 -3623 Stain less, inc. NORTH WALES PENNSYLVANIA

BROADCASTING February 24, 1958 Page 180 FOR THE REBORD CONTINUED

INITIAL DECISION Hearing Examiner Herbert Sharfman issued COMMERCIAL STATION BOXSCORE initial decision looking toward dismissing application of Louisiana Purchase Co. for new tv Compiled by BROADCASTING through Feb. 19 station to operate on ch. 2 in St. Louis, Me., and granting application of Signal Hill Telecasting AM FM TV Corp. for mod. of cp to operate on ch. 2 instead of eh. 36 in St. Louis. Announced Feb. 17. LICENSED (all on air) 3,153 520 399' CPs oN AIR (new stations) 57 16 103' OTHER ACTIONS CPs NOT ON AIR (new stations) 94 62 107 Commission on Feb. 12 directed preparation TOTAL AUTHORIZED STATIONS 3,304 598 655 of documents looking toward: Granting application of Plainview Radio for APPLICATIONS FOR NEW STATIONS (not in hearing) 397 39 78 new am station to operate on 1050 kc with I kw APPLICATIONS FOR D, DA, in Plainview, Tex., and denial of appli- NEW STATIONS (in hearing) 111 9 51 cation of Star of the Plains Bests. Co. for new TOTAL APPLICATIONS FOR NEW STATIONS 508 48 129 am station on same frequency with 250 w D. in Seaton. T. Initial decision of May 14, 1957 APPLICATIONS FOR MAJOR CHANGES (not in hearing) 233 20 41 proposed grant of Star of the Plains application APPLICATIONS FOR MAJOR CHANGES (in hearing) 13 and denial of Plainview Radio application. 34 0 Granting application of Radio Hawaii Inc. to TOTAL APPLICATIONS FOR MAJOR CHANGES 267 20 54 change frequency of KPOA Honolulu, Hawaii, LICENSES DELETED from 630 kc to 650 kc and increase power from 0 6 0 5 kw to 10 kw unl. An initial decision of Dec. CPs DELETED 1 0 3 19 proposed this grant. Commission on Feb. 12 directed preparation of document in Albany- Schenectady-Troy -Van SUMMARY OF STATUS OF AM, FM, TV Mills, N. Y., tv rule making proceeding (which, among other things, modified license of Copper Compiled by BROADCASTING through Feb. 19 City Bests. Corp. to specify operation of station ON AIR CP TOTAL APPLICATIONS WKTV in Utica on ch. 2 instead of ch. 13) looking toward issuance of order to Copper City to Lis. Cps Not on air For new stations show cause why it should not operate WKTV on AM 3,170 61 93 519 ch. 2 at alternative site suggested in pleading of Jan. 30 by Central New York Bcstg. Corp. FM 520 16 66 51 (WSYR -TV ch. 3 Syracuse) which, although over TV (Commercial) 399' 105' 107 128 60 miles from WSYR -TV, is only 169 miles from WCBS -TV eh. 2 New York City, and simultaneously order CBS Inc. to show cause why OPERATING TELEVISION STATIONS its license for WCBS -TV should not be modified to accommodate the operation of cochannel sta- Compiled by BROADCASTING through Feb. 12 tion WKTV at site 169 miles away. VHF UHF TOTAL WARM, WARM -TV (ch. 16) Scranton, Pa.; WILK -TV (eh. 34) Wilkes- Barre, Pa.- Permitted COMMERCIAL 420 84 504' merger looking toward single tv operation on NON- COMMERCIAL 24 6 30' ch. 16, by granting (1) transfer of control of WARM and WARM-TV from William W. Scran- ton to Transcontinental Tele. Corp.; considera- I There are, In addition, seven tv stations which are no longer on the air, but retain their tion $210,000 for 60% interest and (2) assignment licerter. of cp of WILK -TV to Union Wyo., to receive s There are, in addition, 38 tv op- holders which were on the air at one time but are no 20% of Union stock, $260,000 of Union notes. and lone ^r !n operation and one which has not started operation. certain Transcontinent stock. Pending single 'There have been, in addition, 177 television cps granted, but now deleted (33 vhf and tv operation at WILK -TV's trans. site, is pro- 144 uhf). posed to operate WILK -TV temporarily as satel- There has been, in addition, one uhf educational tv station granted but now deleted. lite of WARM -TV. Conditioned that WILK -TV authorization be surrendered upon whichever of following three events occurs first: (a) commencement of WARM -TV (ch. 16) operation at WTVD (ch. 11) Durham, N. C. -Is being advised 1380 kc. 1 kw D; denied requests of KSLM for WD.K -TV's present tower site as contemplated that application for mod. of cp to move trans. immediate grant of its application and for in- by Union's amended application for mod. of cp from a site 9 miles north of Durham and 20 miles clusion of issue to determine financial qualifica- to increase power and change trans. site, etc.. north of Raleigh to about 32 miles southeast of tions of KBCH. Announced Feb. 13. or (b) if, upon commencement of such operation, Durham and 10 miles southeast of Raleigh, and Entertainment Service Inc., Solvay, N. Y.; any other party applies for ch. 34 at Wilkes - increase ant. height from 1,010 to 1,510 ft. In- Rome Community Bcstg. Co., Rome, N. Y., and Barre, or (c) six months after consummation of dicates necessity of hearing. Announced Feb. 13. James A. McKechme, North Syracuse, N. Y.- transfer of control of Union. Further, Union is Telemusic Co., San Bernardin, Calif., and Designated for consolidated hearing applications required to dispose of WARM (AM) Scranton, Southwest Bests. Co. Inc., Redlands, Calif. - for new am stations to operate on 1220 kc, 1 kw within 90 days after transfer of control. Trans - Designated for consolidated hearing applications D; Rome with DA. Announced Feb. 13. continent is licensee of WGR- AM -FM -TV Buffalo for new Class B fin station to operate on 95.1 Louis Adelman, Haselton, Pa., and Guinan and WROC -TV Rochester, both New York, and me; denied Telemusic request for inclusion of Realty Co., Mount Carmel, Pa.-Designated for half owner of WSVA- AM -FM -TV Harrisonburg, issue regarding financial qualifications of South- consolidated hearing applications for new am 13. Va. Announced Feb. west. Announced Feb. 13. stations to operate on 1300 kc, 1 kw DA, D. Publix Television Corp., Miami, Fla.; South KSLM Oregon Radio Inc., Salem, Ore.; Severn Announced Feb. 13. Florida Amusement Co. Inc., Perrine, Fla., and Bcstg. Co., Reedsport, Ore., and KBCH Lincoln Sheffield Bests. Co., Sheffield, Ala. -Designated WITV, Gerico Investment Co., Fort Lauderdale, Electronics Inc., Oceanlake, Ore. -Designated for for consolidated hearing applications for new Fla -Are being advised that applications of consolidated hearing applications of Oregon Ra- am stations to operate on 1290 kc, 1 kw D. An- Publix and South Florida for new tv stations to dio to increase daytime power of KSLM from nounced Feb. 13. operate on eh. 6, and Gerico to change operation 1 kw to 5 kw. continuing operation on 1390 kc, HONK Shelton, Wash.-Designated for hearing of WITV from ch. 17 in Fort Lauderdale to 1 kw -N uni.; Severn for new am station to op- application for additional time to construct am ch. 6 in Miami, indicate necessity of hearing. erate on 1380 kc, 1 kw D; and Lincoln to change station. Announced Feb. 13. Announced Feb. 13. facilities of KBCH from 1400 kc, 250 w uni. to By letter, Commission denied request of Storer Bcstg. Co. for issuance of tax certificate pursuant to Sec. 1071 of Internal Revenue Code in connection with Storer application for assignment of licenses of stations WBRC- AM -FM -TV Birm- ingham, Ala., to WBRC Inc., which was granted by Commission May 8, 1957. Announced Feb. 13. Routine Roundup PETITIONS FOR RULE MAKING FILED McClatchy Newspapers, KMJ -TV Fresno, Calif. -Petition requesting that KFRE -TV be required to operate on uhf channel; or in the alternative, that a notice of proposed rule making be issued so as to assign chs. 2, 5, '7 and 9 to Fresno and to delete ch. 5 at Goldfield, Nev., and ch. 9 at Tonopah, Nev. Petitioner also requests issuance of order to show cause why its license for KMJ -TV should not be modified to specify operation on ch. 5 at Patterson Mountain. An- nounced Feb. 14. Sandhul Community Bcstrs. Inc., WEEB South- ern Pines, N. C.-Petition requesting that re- vised tentative allocation plan for Class B fm broadcast stations be amended by assignment of ch. 247 to Southern Pines, N. C. Announced Feb. 14. ACTIONS ON MOTIONS By Chief Hearing Examiner James D. Cunningham on February 11 Granted petition of Wabash Valley Bcstrs., " Whatever your broadcast needs, go straight to Collins " Vincennes, Ind., for dismissal without prejudice Continues on page 195 Page 190 February 24, 1958 BROADCASTING CLASSIFIED ADVERTISEMENTS Payable in advance. Checks and money orders only. DEADLINE: Undisplayed-Monday preceding publication date. Display -Tuesday preceding publication date. SITUATIONS WANTED 200 per word -$2.00 minimum HELP WANTED 250 per word-$2.00 minimum. All other classifications 300 per word -$4.00 minimum. DISPLAY ads $20.00 per inch. No charge for blind box number. Send replies to Broadcasting, 1735 DeSales St., N.W., Washington 6, D. C. Amacnwn: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance separately, please). All transcriptions, photos, etc., sent to box numbers are sent at owner's risk. Baonocwerrnu expressly repudiates any liability or responsibility for their custody or return.

RADIO RADIO RADIO Help Wanted Help Wanted- (Coned) Help Wanted - (Cont'd) Announcers Stations selling mail order specialties to senior Technical citizens send rates to Box 268D, BROAD- For better than average announcer -newsman, CASTING. established kilowatter in pleasant prosperous Transmitter engineer, no announcing. Car re- Illinois city offers better- than -average -situation quired. AM -FM station. Upstate New York. Box It you are a salesman and feel you are ready for as to pay. extra benefits and opportunity. Must 981C, BROADCASTING. a big market like Washington, D. C., contact be sharp with general staff work including music, WEAM, Arlington, Va. news, interviews and selling with a warm friend- UHF -tv NBC affiliate, located in two station ly personality. Send tape, resume to Box 2ND, market, needs two transmitter engineers. 1 year BROADCASTING experience necessary. Box 2ND, BROADCAST- Management ING. Announcer- engineer. South Georgia 5 kw daytimer needs combination announcer-first class Wanted: A first class engineer, announcer, good General manager, who can invest to purchase an engineer immediately, emphasis on announcing. voice, strong on maintenance. No drifters wanted. interest and manage music and news in excellent Southerners only. Box 232D, BROADCASTING. Grow with a growing concern. Write Mike Dono- metropolitan market. Box 254D, BROADCAST- van. Radio KANA, Anaconda, Montana, or call ING. Good announcer wanted on daytime station in Logan 3 -3443. market of 30,000 in middle west. Prefer a man Sales with first class ticket. Send tape, resume, photo- Announcer -engineer first ticket, news -music sta- graph including references. Box 242D. BROAD- tion. WSHE, Sheboygan, Wisconsin. CASTING. Good experienced radio salesman who can pro- Engineer- announcer for 250 watt progressive duce in highly competitive northeast Texas mar- Higher than average pay plus good future op- station. Settled, sober, good credit. Send tape ket of 60,000. Network 250 wetter long established, portunities for an experienced announcer with and photo. R. H. Thompson, WWNS, Statesboro, modern programming, strong promotion with higher than average ability and versitility. Key Georgia. good list of prospects. $100.00 week guarantee personal qualities we are looking for are sin- against 15%. Excellent opportunity for advance- cerity, maturity, and intelligence. Send recent Production- Programming, Others ment. Good character and business references photo. resume, and 71$ or 15 tape with first required. Box 958C. BROADCASTING. reply. Station located near Pittsburgh, Penna. Accountant with experience in television who Box 276D. BROADCASTING. wants change from cold north to warm balmy Texas opportunity for radio salesman. Guaranty south in climate excellent for arthritis, TB, etc. and commission. List experience, billing, educa- If you are a country-rock-IV-roll disc jockey NCR machine and outside CPA make up monthly tion, etc. Box 103D, BROADCASTING. with a good character gimmick. there may be reports. Woman preferred but man acceptable. a spot for you in the St. Louis area. Send air Salary $350.00 per month with raise if work references and Salesman wanted for well established check, experience, photograph, satisfactory. If applicant can handle monthly daytime salary requirements to William Bailey, General P and L starting salary $500.00. Write Box 126D, station in middle west market of 30,000 people. Tapes will Send complete resume. references and photo- Manager, WIBV, Belleville, Illinois. BROADCASTING. graphs. Box 241D, BROADCASTING. be returned. KBUD, Athens, Texas, needs experienced, mature RADIO Small market regional station in western state announcer. Salary commensurate with experi- has sales opening. Some announcing duties. Right ence, ability. man can earn $7,000 to $8,500 per year. Outline experience and references. Box 278D, BROAD- New Mexico independent needs experienced Situations Wanted CASTING. news -music announcer. KPBM, Carlsbad, New Mexico. Management Are you eager to make easy money. Sell for a a 1000 independent good music station that is getting results for Wanted: Announcer for watt Net flagship executive-exceptional local station their advertisers. KBKC is expanding sales staff. in city of 11,000 in southwest. Prefer an experi- knowledge of music, news experience, extensive background, program, The person we are looking for lives with his enced radio man with promotion, administration. Box 246D, BROAD- accounts, loves radio, and likes to sell. Guaran- and sports. Car necessary. Salary open. Some CASTING. teed salary and 15 percent commission. Hospital- talent fees. Send full information, photo, tape ization and insurance. Music and news station and references to KSCB, Liberal, Kansas. Young commercial manager, medium market ex- and 18th size market. Send account list. photo 50.000 watts CBS has perienced, college, married, seeks general man- and background to Tom E. Beal, General Man- KWKH, Shreveport, La., agement with investment opportunity. Box 257D. ager. Radio Station KBKC, 936 West 47th Street, opening for experienced staff announcer who BROADCASTING. Kansas City, Missouri. knows folk music. Send tape and particulars to Program Director. Young, aggressive, competent, and reputable Account executives. Two stable, experienced Immediate opening for announcer-salesman in- family man to manage southeastern market sta- sales- executive type men for local radio -tv time Bill Tedrick, KWRT, tion. Write for personal interview. Box 281D, sales department. $8.000 to $10,000 year potential. terested in future. Contact BROADCASTING. Write, Keith Oliver, Sales Manager, WJIM, Boonville, Missouri. Lansing, Michigan. Top di personality for area's leading music, 400 hitter seeking challenging opportunity in news station. Must be warm, friendly, with out- faster league. Station or sales manager. Fifteen Looking for experienced man for established ra- standing voice quality. Thorough experience a years extensive experience. Can hit to all fields. dio station who can sell in a good wide-open Family man. Best references. Require $12,000. necessity. Excellent salary and working condi- Box 284D, market. 8125 per week guarantee against 15'%. tions. Send air check. tape and complete in- Have bats will travel. BROADCAST- Mail complete information to Bill Ewing, WTUX, formation immediately to Art Burnham, Pro- ING. Wilmington, Delaware. gram Director WEEX, Easton, Pa. Successful sales manager -specialty announcer. has opening Desires lucrative managership, college, married. New, sales minded ownership wants top -notch, WFRL, Freeport, Illinois, immediate Box 289D, BROADCASTING. experienced salesman for daytimer in Fort for experienced staff announcer. 48 hour week, Worth, Texas. Commissions up to 20%. Prosper- overtime over 40 hours, paid vacations, free in- Aggressive, experienced young man, with man- ous market. Opportunity for producer to earn surance, daytime operation. Write or call Bud agerial experience, program, sales, promotion big money. Apply Bill Schueler, P. 0. Box 7321, Walters. desires management independent station. Goal, Ft. Worth. number one market. Pre- Announcer also announcer with first phone for build your station right men. Hos- sently employed. Western states preferred. Write top independent. Top pay for to Box 293D, BROADCASTING. Announcers pitalization and retirement plan. Copywriting Jim Duncan immediately, helpful. Contact Manager -salesman. Presently managing No. 1 Expanding chain has immediate opening for ex- WGGH Marion, Illinois. Pulse rated radio in eastern metropolitan city. perienced announcers at brand -new station in Personally sell over 125,000 each year excluding Two staff announcers, must be experienced. One Best greater Pittsburgh area. Will be in operation in for pop, national, agency and industry contacts. a few weeks. $90 to $95 per week to start, with who knows hillbilly, one disc jockey references including present company. I run regular raises and unusual opportunity news and staff duties. Send reference, tape and as possible. Box for ad- information. Immediate opening. Prefer men stations on lowest overhead vancement into management. Minimum of 1 year all 297D, BROADCASTING. experience required. All applicants must send with first class license but not essential. Radio N. Telephone 7136. tape, photo, resume with letter of application. Station WHNC, Henderson, C. Married man, 47, desires managership. 10 years Box 131D, BROADCASTING. experience as announcer. combo-man, salesman, St. Louis area radio station needs a stable fam- director and manager. Former school ily man, highly qualified in gathering, writing program Wanted: Announcer with first phone for all night teacher and violinist. Earl Whitener, Farming- and airing local news. He must also be able to ton. Missouri. deejay show; engineering secondary. No mainte- do aifgood air record show. If you think you can nance. Personality and newscasting talent are recent "musts ". Salary open, commensurate with abil- news writing experience re- Sales ity. Box I61D, BROADCASTING. quirements to William Bailey, WIBV, Belleville, Illinois. Tapes will be returned. Account executive, basic CBS radio -tv affiliate Northeast CBS radio and tv affiliate looking for in southeast. Desires network or agency position. a good staff announcer, primarily for a.m. Good Wanted: Experienced staff announcer 5000 watt Best references. Now in New York and avail- salary for right man. Send tape and resume. midwest station. Send tape, picture, background able for personal interview. Write Box 271D, Box 2000, BROADCASTING. to Manager, WKTY, LaCrosse, Wisconsin. BROADCASTING.

BROADCASTING February 24, 1958 Page 191 RADIO RADIO RADIO Situations Wanted- (Coned) Situations Wanted- (Coned) Situations Wanted- (Cont'd) Sala Announcers Technical Salesman, reliable, operation, car, sober, mar- Successful popular music deejay. Newscaster. Engineer, first class radio -telephone, thoroughly ried, announcer 10 years experience, midwest, Experienced. Negro. No accent. No jivetalk. experienced In transmitter, control room and references. Box 282D. BROADCASTING. References. Travel. Box 273D, BROADCASTING. remote. Best of references can be furnished. Desires immediate employment in east. Please Announcers Negro personality experienced, young, suc- contact Kit Bush, 1431 Brierwood Avenue, cessful. mature, atable in key metro market. Havertown, Penna. Basketball, baseball, football announcer. Seven Wishes to relocate. married, college. Strong corn years experience. Finest of references. Box 570C. mercials, polished gift-of -gab. Knows all facets Engineer -announcer, four years experience all O radio. Will travel. Box 285D, BROADCASTING. phases, three chief. Want top production minded station. Now employed, references. Jack Teiken, Attention sports minded station. Exciting play - Experienced, staff announcer permanent posi- Radio NOSH, Oshkosh. Wisconsin. by- play sportscaster, dj. 5 years experience. tion only. Six years on-air experience all phases. Employed. Married. References. Box 112D, No overnight moves considered, family. Box Production -Programming, Others BROADCASTING. 287D. BROADCASTING. News director, editor-4 years experience, radio, DJ- annotmeer. Go anywhere. Ready now. Run Versatile radio announcer, personality dj, news, tv, college degree. Have natural equipment, work own board. Can sell, too. Steady -no bad habits. sportscasting, commercial selling. 23 vet, thor- hard, eager. Write Box 231D, BROADCASTING. Love to build audiences and grab accounts. Tape oughly trained by Pat Kelly. Will relocate, tape and resume. Box 168D, BROADCASTING. resume on request. Box 288D, BROADCASTING. Steady, reliable man seeks position with a future. Five years with present employer, but Have first phone. Want broadcast experience Disc -jockey, experienced, vet, college, seeks op- want more permanent position. Available April and learn board work and announcing. Can go portunity. l'ape and resume. Box 291D, BROAD- or May first. Box 248D, BROADCASTING. anywhere. Will send tape. Box 178D, BROAD- CASTING. CASTING. Experienced broadcaster desires programming Announcer, deejay, newscaster good voice. Announcer, 3 years experience seeks permanent four publicity, or announcing position. Salary must position in upper midwest. Prefer Wisconsin years experience first phone, no maintenance. be commensurate with nine years experience. or Illinois and live audition. Box 183D, BROAD- Box 29213, BROADCASTING. ersity training. Box 260D, BROAD- CASTING. plusTÌÑG Strong newsman, staff wants radio and /or tele- Young sportscaster vision. Fine voice. Box 294D, BROADCASTING. desires station with heavy Sober, dependable family man age thirty. Five play -by -play program. Experienced in all phases years radio. Strong, news gathering, reporting, of broadcasting. Box 230D, BROADCASTING. Top -country dj personality, with library. Avail- special events. Experienced photography, public able March 15th. P. O. Box #35 or call 44-75081 speaking. interviews. Desires television and /or Experienced, married man, A -1 voice. Los An- Nashville, Tenn. radio news, special events. References. Box ING.eles -DUnkirk 3 -4600. Box 235D, BROADCAST- 261D, BROADCASTING. Experienced play -by -play sports, news, announcer. Sober, settled. Paul Barnett, 1489 Well- Manager says I'm worth $10,000 a year as di. ington, Memphis, Tenn. Can't pay It. Settle for $150/week. Prefer night TELEVISION or all night. Witty, educated. Program "class" Married announcer -newsman, experience 5 kw pops only. No r &r or "top ". Large markets only. indie. Available Good references. Help Wanted Now in top thirty as pd but rather entertain. immediately. Box 237D, BROADCASTING. John Holm, KBHS, Hot Springs, Ark., NA 3- 6681. Announcers I don't come cheap. I'm probably not worth my announcer go Current earnings $25,000 a Experienced and control man, Newscaster: Eastern metropolitan vhf -radio. of year. But, Pm anywhere. available now. Frank Mrowicki, 626 friendly. Top morning show, 50 kw major mark- La Cover beat, air results. $75. Box 244D, BROAD- et. Voice changes, characterizations, funny (7) Union Street, Salle, Illinois. CASTING. material. Ten years radio: four years tv personality. Major collegiate basketball and football. Announcer, 5 years experience. 26, vet. Seeking Must leave permanent position Prefer Announcer -Director by aggressive vfli station present operation, because I hate it. in a rapidly growing market. Highest of previous references. Box 239D. e but will take good 1njob anywhere. southeastern Must BROADCASTING. di and news man. Write or wire Lloyd W. Nel- be experienced in all types of commercial an- son, Jr., Box 288, Milford, Masa. ouncin gg of directing. Box 259D, ingAand capable Good midnight till dawn man, must earn 590. Wants good station. Box 240D, BROADCASTING. Wanted-Job with small station. Willing to learn. Don Ryan, Box 22, Eveleth, Minnesota. TV announcer in strong vhf two- station market to all of Announcer, experienced, first no main- handle types programming. Must be phone, Technical commercial and must have tv experience. Send tenance. good news, commercial, dj. Box 25013. photo, tape and background material to Program BROADCASTING. irector, WHIO -TV. Dayton. Ohio. Engineer, 1st class FCC radiotelephone license Single midwest di- newsman can relocate. Vet, experienced am -fm audio. desire position as field college, tv and theater experience. Third phone. sales engineer. with leading electronics mfg. Technical Tape on request. Box 2ND, BROADCASTING. College, willing to relocate. Box 979C, BROAD- CASTING. Assistant supervisor well established tv station Announcer, newsman seeks permanent position in northeast with transmitter staff of 6. requires with good organization. Box 25813, BROADCAST- assistant transmitter supervisor. Must be tech- ING. Chief engineer, construction, maintenance. di- nically qualified in measurement and mainte- rectionlals, consulting. References. Family man nance of tv transmission equipment. Character permanency. Immediate availability. Box and technical references required with applica- Top -rated dj seeks major market opportunity. seekinß tion. Box Pleasant, informal style, salesmanship, ood 690B, BROADCASTING. taste, Relocate anywhere. Box 284D, BROAD- Interested in position of chief engineer with new CASTING. or established station. Experienced in all phases Unusual opportunity for inexperienced man who of new construction. Box 277D, BROADCAST- wants on- the -job training in tv transmitter op- Experienced di prefers country music. Location ING. eration. First phone required. Box 691B. BROAD- not essential. Almost immediate availability. Box CASTING. 265D. BROADCASTING. Engineer, am and tv studio and transmitter experience. Good past record. Strong on main- Assistant chief engineer needed by midwest tenance. Box 283D, BROADCASTING. network affiliate. The job consists 2 top rated 275 hour shows, 6 dava. $150 mini- of operational mum. Top jock 8 years. Box 2Ò7D, supervision, maintenance, and some operation. BROAD- Box 24913. BROADCASTING. CASTING. Combo, 2nd phone, 25, deep resonant voice. college graduate, vet. Attending O'Connell Tech- By golly!!! If you can find a better morning nical Institute. Write: 731 45th Ave., San Fran- TELEVISION man, hire him! First. hear tape of hot Storz, cisco. Noemac jock with Pulse proven magnetic au- Situations Wanted dience appeal. The Utopia of showmanship. 3rd phone, 5 years. college, need job now. Will Box 279D, BROADCASTING. travel. Wayne Schutte, 613 E. 1st., Mitchell, S. D. Management Top producer in highly competitive prime eastern market for past four years in local and regional sales now looking for more responsibility. Present employer will give top references. Young, married and primarily interested in management future. Box 142D. BROADCASTING. WIND Ten year profit making record sales manager/ general manager, established reputation. Now employed sales manager major market vhf -tv/ radio. High personal billings. Desire manager/ Chicago sales manager radio or tv. Thorough experience quality background. Stable family man. Bona- Needs fide personal reason only this inquiry decision. two experienced announcers with personality, judgment Must be confidential. Box 193D, BROADCAST- and ambition for music and news staff duties. Send resume and ING. audition tape with first letter including broadcasting Experienced, mature, employed program -sales experience to executive, desires position as assistant to ra- David C. Croninger, WIND, 400 N. Michigan dio-tv general manager. Excellent in personnel. Ave., Chicago 11, programming, national sales and fiscal plan- Illinois. ning. Best references current, past management. Write Box 252D, BROADCASTING.

Page 192 February 24. /95.N BROADCASTING TELEVISION FOR SALE - (Cont'd) FOR SALE -(Cont'd) Situations Wanted -(Cont'd) Stations Equipment

Sales VRP television station in growing market and Two federal model FTL 27B microwave units, region priced at estimated fair market value. 2000 mes, 10 -watt output power with four 10- Financing can be arranged for responsible pur- foot dishes; ideal for long haul, can be multi- Sales background, references, photo mailed im- plexed if desired. Formerly used to feed area $225 chasers. Paul H. Chapman Company, 1182 West mediate)y. minimum. Write Box 892C, Peachtree, Atlanta. now served by BELLTEL; $3,750 each. WTCN BROADCASTING. Minneapolis, Minnesota. Middle Atlantic, medium market, $85,000, terms. Employed national sales manager, also expert - enced in programming, desires similar position Chapman Company, 17 East 48th, New York. Video monitors - 8 megacycle - plug -in con- top thirty markets. Best rep and station ref- struction. Miratel monitors are used by 80% of erences. Prefer station where sales are not Small market Florida station, $12,000 down pay- the present television stations. 14 "- $215.00, 17 "- currently satisfactory. Write Box 253D, BROAD - ment. Chapman Company, 1182 West Peachtree, $219.00, 21 "- $259.00. Factory direct sales. Why pay CASTING. Atlanta. master monitor prices for your utility requirements? Our monitors have been delivered under Texas -souhwest tv -radio stations or advertising Alabama, medium market, $75,000, terms. Chap- several trade names. Write-Miratel, Inc., agency. Experienced sales manager- account ex- man Company, 1182 West Peachtree, Atlanta. 1080 St., St. Paul 13, Minnesota. ecutive. 11 years tv -radio all phases. Top record. Dionne references. Married, 35, college. Desires opportunity plus permanent position. Presently em- Northeast single station market, $125,000, 50% ployed midwest. Box 268D, BROADCASTING. cash down payment. Chapman Company, 17 WANTED TO BUY East 48th, New York. Announcers VHF -tv station, $450,000. terms. Chapman Com- Stations pany, 1182 West Peachtree, Atlanta. Radio know -how? I've got IV Now I'd like a Have $20,000. Do you want to retire and pass radio -tv opportunity. Presently employed. Tape, Norman & Norman, Inc., 510 Security Bldg., along responsibility for radio station in west resume available. Box 165D, BROAADDCC GG Davenport. Iowa. Sales, purchases, appraisals, or southwest with greater earning potential in handled with care and discretion. Experienced. opera - return for monthly income? No brokers. Box Live -filmed commercial experience. Thoroughly Former radio and television owners and BROADCASTING. trained tv-radio. Seeking permanent staff an- tore. 247D, nouncer position. Box 295D, BROADCASTING. Write now for our free bulletin of outstanding Equipment radio and tv buys throughout the United States. Technical 6381 Jack L. Stoll & Associates, Hollywood Blvd., 5 -cooled transmitter and 3 Los Angeles, Calif. Good used kw air Engineer, 1st phone, desires permanent tv posi- head Megnecorder. Box 233D, BROADCASTING. tion, experienced am -fm- audio. 2 years ALTEC Equipment field engineer, 29, family, college. Box 225D, Wanted, 10 kw fm transmitter and associated BROADCASTING. equipment including tower. Complete details UHF equipment, used, 1 kw GE transmitter, GE to Box 258D, BROADCASTING. First phone, tv transmitter experience, desires TY -24 -B helical 4 -bay antenna and all studio permanent position radio or tv transmitter or and transmitter equipment necessary for live, Gates studioette speech imput console type film and network operation. Available immedi- console. Chief mobile communication servicing, northeast Box 691C, BROADCAST- 52CS. or RCA single channel Pennsylvania or Binghamton area. Box 270D, ately. Very reasonable. Engineer, WBKV, West Bend, Wisconsin. BROADCASTING. ING. Wanted: Audio consolette. WDOR, Sturgeon Bay, 1 RCA fm transmitter BTF -250A with frequency Production- Programming, Others and modulation monitor. Very reasonable. Avail- Wisconsin. able immediately. Box 234D, BROADCASTING. or used cartier -current transmitter and Experienced tv radio newsman top midwest sta- New tion desires relocation. Can write, edit, report, Hewlett 600BR audio ose. $75.00. 4 Electro Voice console for school radio station. Limited budget. and deliver news. Photographic knowledge. 635 mikes new $40.00 each. 4 -$150. Prices FOB. WGLG, Emory, Virginia. Wants director, will take good staff job. Box Box 202D, BROADCASTING. 238D, BROADCASTING. FM transmitter: 250W, 1 or 3 kw with monitors. RCA 1 kw fm transmitter with harmonic filter Prefer GE or RCA. Box 221, Lebanon, Tennessee. Floorman at big city northern station wants to and built in variable pre- emphasis network. direct in smaller southern or western market. Available around the 1st of June. For particulars List with us, net to you. We have buyers for B.A., vet. Box 283D, BROADCASTING. write or call Mr. Murchison, KPOL, Los An- radio and tv stations. HOLCO, 514 Hemp. Ave.. geles 5, Calif. W. Hempstead, N. Y. TV program director with three years experience, currently in 75.000 set market. 32, mar- 1 -GE limiting amplifier type BA -5 -A complete ried with two children, active churchman, with GE power supply type BP -4 -A in excellent INSTRUCTIONS senior college. seeks position in larger south- condition. Price $250.00. Ernie Pate, WHIG west market as program director or assistant. Greensboro, N. C. FCC first phone preparation by correspondence Box 269D, BROADCASTING. or ln resident classes. Our schools are located in Presto l6- inside -out recording lathe with Audak Hollywood. California and Washington, D. C. Young woman with taste for producing educa- cutting head (recently factory rebuilt). Also For free booklet, write Grantham School, Desk tional programs desires job in coordinating brand new Gates remote meter kit with 3" B2, 821 - 19th Street, N. W., Washington, D. C. educational programs of commercial station meter (O-5RFA), thermocouple, rheostat, chokes with schools, colleges, civic organizations or and capacitors. $50 for lathe or kit. Chief Engi- FCC first phone license in six weeks. Guaranteed public services. Can announce, write, do pro - neer, WBKV, West Bend, Wisconsin. instruction by master teacher. Phone FLeetwoed ram planning and handle publicity. Box 280D, 2 -2733. Elkins Radio License School, 3605 Regent B 540 feet of Andrews 3% inch fí452 vhf trans- Drive, Dallas, Texas. mission, 4 elboes, gas barrier, gas inlet coupling, Production coordinator. National syndicated miscellaneous hangers. expansion joints, insu- Since 1946. The original course for FCC 1st phone half -hour film series seen in 54 markets, seeks lators, etc. New, never uncrated. Contact Man- license. 5 to 6 weeks. Reservations required. En- position with progressive tv station. Will re- ager, WLNA, Peekskill, New York. rolling now for classes starting March 5, May 1, locate. Box 296D, BROADCASTING. June 25, September 3, October 29. For informa- Magnecord M -90. Year old. Full track. Little tion, references and reservations write William Job abolished in CBS retrenchment. TV pro- used. Reasonable. Grant, 2336 Commonwealth, B. Ogden Radio Operational Engineering School, ducer, four years network credits, seeks em- Chicago, Illinois. 1150 Went Olive Avenue, Burbank, California. ployment Washington area. Know all phases network production, public affairs, convention coverage. Ten years reportorial experience including six years Washington. BA. Top references. Box 298D. BROADCASTING. Make your RADIO and TV future secure with a We must let man go in economy wave. He is announcer, director. knows production, news, studio, remote, familiar with sales. Highly recom- First Class F. C. C. License mended. Needs job right away. Contact Program COMPLETE SCHOOLS: To aeree Manager, WTVP, Decatur. Illinois. GRANTHAM TRAINGING PREPARES YOU TWO better specializes in our many students throughout the entire Grantham School of Electronics Grantham School of Electronics preparing students to pass FCC examinations. CDtmtrl, FOR SALE well. All courses begin maintain two complete schools-one in Holly- We train you quickly and wood, California and one in Washington, D. C. with basic fundamentals-NO previous training the some in 1st (not Both schools offer mpid courses Bouse trailer converted into mobile studio and required. Beginners get class commercial FCC license preparation, either home study control room with plateglass studio window, amateur) license in 12 weeks! or resident classes. built -in audio equipment including three -speed A few of our recent graduates, the class of turntables. Ready to roll, $1600.00. Ernie Pate. license they got, and how long it took them: WBIG Greensboro, N. C. License Weekt MAIL TO SCHOOL NEAREST YOU. Dahl. Old Chester Pd.. Cdwa Dd 1e< 11 D.J.'s -New original comedy material, record Memnon 1636.17th St., NW, Washington. D.C. let 11 Grantham Schools, Desk B -6 t r intros, skits. Vol. I $1.00. SPOT Productions, Larry Pacifico, 6S Main St.. gomto, Pa. 1st 12 4- 175 Lakeshore Dr., fake Hiawatha, N. J. Vasilt O'ImperlD.C. 2223 N St., NW. !a< 12 121 lath Street N. W. 1505 N. Western Ave. John Ward, 407 E. Cmvden Ave., Mid- land. oat 10 Whlast..ss 5. 0. C. oRn Houyseed 27. cam. Herert Seleig, 311 Park St.. Tupper Stations Lake, N.T. tat 11 312 s. Wilson St., Plane land me sour rra booklet. tanin, h . I m y etil odcwhian, lot u m1 FCC Menas For sale 500 watt daytime radio station. Exclu- An.. Mello, SS Union St., Nantacket, gel emmental quleti,. sive 30,000 population county market in central let IO Jarettonmes Parish, 326 Cardon* Ave., Reno, Texas. Box 169D, BROADCASTING. isl 13 enarres Pap, amen, Delivery, Tema, 1M 16 Southwest, ideal climate. Metropolitan darner Jame. OmiS, 4004.160. St., S., Arung. independent by owner. Box 255D, BROADCAST- ton, Va. 1st 11 ING.

BROADCASTING February 24, 1958 Page 193 RADIO RADIO TELEVISION Help Wanted Situations Wanted Situations Wanted Management Management Management 0000e00000000000000000000000 o o / o o Job FLORIDA MR. i Wanted by o WANTED -IN OWNER: o o Man with Record . . . WE'LL REJUVENATE YOUR ¿ o Business Manager for TV -Radio combi- / . a post record of over 20 years experience as -production manager in the NETWORK STATION i a program theater, o nation operation. Require administra- radio and television. o tive ability plus thorough knowledge There is available at the present time 4, I'm in my 40's. o the\ only management team in the in- 4, I have been associated with quality operations of accounting and TV -Radio billing in the Midwest including KRNT (Des Moines) and which hos worked successfully o dustry WCCO Television (Minneapolis). 1 have changed practices. Send full resume. Include individually with the outstanding in- positions for advancement; never because of o /,, disagreement with management. o photo and salary desired. dependent operators in the nation. Your 4 I am qualified - through my experience and o over-all rating and economic problems ability - os an assistant manager in radio or o Box 274D, BROADCASTING television - or as production -program manager. will be solved by this two -man power- Will gladly furnish rundown of experience and o house. If you are in a major market and list of employers including the one I lust left. o want to become once again the Number CHARLES D. (Chuck) MILLER o o A nnouncers One station, write or wire us immediately 301 -5th Ave., No. Hopkins, Minn. o as this opportunity for you may not arise Telephone: WEst 8 -4621 o again. e. o00 0 000 0 000 00000000000000000 WANTED: DISC JOCKEY Box 290D, BROADCASTING. Leading Negro station in major northern market FOR SALE looming for experienced Negro air personality who knows how and wants to sell sponsors' \\-\\\\\\\\\\-\\-\\\\= ;\ Equipment products. Only top men considered -Send complete resume and picture. Replies held in strictest confidence. Box 286D, BROADCASTING. Production-Programming, Others FOR SALE Give us on offer on this used equipment I. Power Supply for SCR 522 (4'8"f4= F8' f =i ~8=e44=If F°ìFfaF Ffrn FfIn: 2. Base Reflex Cabinet and 12" speaker. =DiN=lti 3. 2300 feet RG 59 U TOP MONEY 3 ISCI THIS NEWSMAN 4. Gates 518 Utility Amplifier ten years old. FOR in broadcasting since 1942 is delivering and 5. Home Made magnacord tape amplifier will for you. Looking for the better income a and monitor channel. TOP D.J. PERSONALITY 3, larger market will afford. 34 years old, married, 8. Gates Limiter 28 CO, condition as la 2 children. Best references, even from the com- 7. 51A limiter amplifier. No tubes. Ten years a $15,000 year. Number One station. Air petition. Now news director top station top S. W. old. mail tape and all information immediately. 11 0 market. 5 years tv. All particulars on request. 8. Gates 28 CO, modified Limiter, Ten years old. 9. Presto Disc Recorder. Professional Model. Box 245D, BROADCASTING Y Box 299D, BROADCASTING. Recorde 33 and 78 Inside out. lo =}1K '*5 P=1 10. Modulation Monitor. No tubes. Gates Model Mo. 2829. Ten Years old. 11. Home made tape magnacord. Tape amplifier with tubes. 12. Gates Recording amplifier Mo. 2559, no tubes, ten years old. 13. General Radio 1181A. Frequency Monitor. 14. Home Made magnacord amplifier and monitor channel. No tubes. Or an offer on this new Hewlett Packard Video Monitor, five years old but not used or used Portable Magnacord, ten years old, presently WANTED used In recording room. $300.00. Box 275D, BROADCASTING Midget with announcing voice for the new WGH to

RADIO AND TELEVISION STATIONS put on our quickie announcements and man our YOUR SOURCE FOR: HIGH CONDUCTIVITY ELECTROLYTIC midget trailer. Bonding copper strapping- .016" to .064" thick 1" to 12" widths Copper ground wire -1tB- ú1O -c12 gauge Copper expanded screen mash -.026" x 8' x 24' APPLY Write for quotation-advise footage needed J. L. Clark Metals Co. 2108 S. Ashland Ave. WGH RADIO Chicago 8, III. Haymarket 1 -4533 NORFOLK, VIRGINIA TAPE RECORDERS All Professional Makes New-Used- Trades Supplies-Parts -Accessories STEFFEN ELECTRO ART CO. 4401 W. North Avenue RCA IMAGE ORTHICON CAMERA Milwaukee 8, Wisc. Uptown 1 -8150 TWX: MI -193 TK -1 1 A America's Tape Recorder Specialists STUDIO CAMERA CHAIN ( '1,11r ) EMPLOYMENT SERVICES Taken in trade on

SARKES TARZIAN, INC., I.O. A Specialized Service For Managers Commercial Managers New Price -$14,300 -Will sell for $10,250 Chief Engineer Program Managers CONFIDENTIAL CONTACT GUARANTEED PERFECT CONDITION NATIONWIDE SERVICE

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Page 194 February 24, 1958 BROADCASTING A WEEKLY REPORT OF FATES AND FORTUNES FOR THE RECORD continues from page 190 PEOPLE of its am application and retained in hearing status am applications of Hirsch Bcstg. Co. New York to Hollywood office of "Fed Bates (KFVS) Cape Girardeau, Mo., and The Finnin ADVERTISERS & AGENCIES .nz Co., Vincennes, Ind. & Co., and Jerry Chester, Program Services Granted petition of North Dakota Bcstg. Co. Joseph Allentuck, assistant treasurer, Bu- Inc., will join New York office to head up Inc., for leave to file further opposition to mo- Reach, McClinton tion of WDAY Inc., party -intervener, to enlarge chanan & Co., N. Y., to program development in East for Bates. issues governing proceeding on application of & Co., that city, as comptroller, newly- Mr. O'Connor has been with agency for 12 North Dakota for new tv station to operate on was ch. 11 in Fargo, N. D. created post. Mr. Allentuck comptroller years and will head program development By Hearing Examiner Jay A. Kyle for 16 years at defunct Biow Co., joining on West Coast. Mr. Chester was with NBC on February 13 Buchanan two years ago. On own motion and with concurrence of all as daytime programming director for three counsel in proceeding on am application of Pank, years before joining Program Services Inc. Humphreys County Bcstg. Co., Belzoni, Misa., William C. for- ordered that hearing scheduled for Mar. 10 Is set merly senior vice presi- for Mar. 3 at 9 a.m. dent, director and mem- Thomas C. Elliot, with traffic department, By Hearing Examiner Millard F. French Young & Rubicam, to traffic manager of on February 13 ber of plans board as well Upon oral request of counsel for Safety and as account supervisor at Anderson & Cairns, N. Y. Before joining Special Radio Services Bureau. and with consent Y&R in 1956, Mr. Elliot was production of all other parties in proceeding re application Calkins & Holden, N. Y., of Borough of Lemoyne, Pennsylvania, Lemoyne, joins Reach, McClinton, manager of Harold Cabot Agency, Boston. Pa., ordered that hearing scheduled for Feb. 17 is continued to Mar. 4. as vice president, account Joe Spery, Campbell- Mithun, Minneapolis, Granted petitions of Acadian Television Corp., plans board. and Evangeline Bcstg. Co. Inc., for leave to supervisor and member of joins agency's New York office as radio -tv amend their applications for new tv stations to operate on ch. 3 In Lafayette, La., so as to specify A. E. Staley 1K, advertising director of A. production manager. new trans. and ant. locations and make other E. Mfg. Co., Decatur, Ill., to Dancer- minor changes in their proposals with respect Staley Estelle Ellis, head of her own consultant as vice presi- to ant. height, cost of station construction and Fitzgerald- Sample, Chicago, service, Business Image Inc., to Norman, engineering reports. dent. By Hearing Examiner Herbert Sharfman Craig & Kummel, N. Y., as consultant on on February 13 account group head, Dow Chemical Co. account. Granted motions of Broadcast Bureau and R. Channing Barlow, Signal Hill Telecasting Corp., for corrections in Charles Mittelstadt, account executive, and various respects to transcript in ch. 2 proceed- Edward Whitehead, account executive, all Arthur T. Castillo, assistant new products ing, St. Louis, Mo. manager, toilet articles division of Colgate - have been named vice presidents of Mars - By Hearing Examiner Thomas H. Donahue Palmolive Co., named assistant to Brooks on February 11 chalk & Pratt division of McCann -Erickson, With consent of all other parties to proceeding, Elms, account executive for Pall Mall ordered that oral request of counsel for Broadcast N. Y. Charles Keilus, director of films at Bureau for extension of prehearing conference Van Praag Productions, has joined agency cigarettes, at Sullivan, Stauffer, Colwell & date is granted, and prehearing conference Bayles, N. Y. scheduled for Feb. 14 be held April 10 in pro- as television and radio producer. ceeding on am applications of South Norfolk Bcstg. Co. Inc., South Norfolk, Va., and Denbigh Louis Meisel, formerly account executive Dr. Ben H. Alexander, formerly manager Bcstg. Co., Denby, Va. Dowd, Redfield & Johnstone, N. Y., of semi -conductor division, CBS- Hytron, ap- BROADCAST ACTIONS with to Ovesey & Straus Adv., that city, as vice pointed research director for Paper Mate By Broadcast Bureau Co., subsidiary of Gillette Co., with head- Actions of February 14 president and member of plans board. KITO San Bernardino, Calif.-Granted assign- quarters at plant in Santa Monica, Calif. ment of cp to Radio Associates Inc. Elmer F. Jaspan, radio -tv director, Bauer WTAE McKeesport, Pa.-Granted mod. of cp Geri Litvak, director of station relations to make change in trans. location (coordinates & Tripp, Philadelphia, named vice president [seconds] only) and ant. system; ant. height in charge of radio -tv. activities for J. Walter Thompson Co., 980 ft. WFDF Flint, Mich. -Granted request to cancel Chicago, and member of agency's broadcast license for aux. trans. and mod. of aux. license. Robert J. Christopher, account group super- exploitation team, has resigned and is taking KXLY Spokane, Wash. -Granted request to and Bruce K. Stabelfeldt, account ex- cancel cp to install new trans. and change studio visor, up residence in Seattle, Wash. During her location. ecutive, elected vice presidents at Waldie & association with JWT, she helped agency WRC -FM Washington, D. C.- Granted extension of authority to remain silent for additional Briggs Inc., Chicago. pioneer in broadcast exploitation for such 20 days. clients as Seven -Up Co., Weco and WCDC (TV) Adams, Mass.- Granted extension Jan Gilbert Stearns, timebuyer, Doyle Dane Products of completion date to Aug. 15. Bernbach, N. Y., has resigned. Jos. Schlitz Brewing Co. Actions of February 13 KPID Payette, Idaho -Granted license for am copy supervisor, Alton B. Copeland, media group supervisor station. Paul G. Indorf, formerly KVIP Redding, Calif.-Granted license for am Dancer-Fitzgerald-Sample, to Street & at BBDO, N. Y., to Needham, Louis & station and specify studio location and remote Brorby, Chicago, as assistant media director. control point. Finney, N. Y., as copy chief. KFAC Los Angeles, Calif.-Granted license Thomas D. Thomas, formerly with Cartoon- covering change in type of aux. trans. R. Wells Brown, senior Is- ists Inc., to NL&B radio -tv department as !MLR Devils Lake, N. D. -Granted license covering installation of new trans. account executive, BBDO, producer and George Soter promoted from WKVM San Juan, P. IL- Granted license cov- S. F., to Compton Adv., to ering change in frequency, increase power, in- senior writer copy director in agency's stall new trans. and DA -1, change trans. and N. Y., as account execu- New York office. studio locations and make changes in trans- mitting equipment. tive. KTOK Oklahoma City, Okla.-Granted cp to Donald Stuart Hillman, executive producer use old main trans. as aux. trans. at present Thomas S. Carroll, formerly vice °resident and creative supervisor, live and film pro- main trans. site. of George Fry & WHMA Anniston, Ala.- Granted cp to install in marketing division gramming- production, N. W. Ayer & Son, firm, new trans. as aux. trans. at present main trans. Assoc., N. Y., management consultant N. Y., has joined Emil Mogul Co., that site while employing directional ant. nighttime, man- and operate trans. by remote control while using to newly- created position of general city, as executive tv -radio producer. Mr. non -DA. ager, marketing service, Lever Bros., N. Y. KCLE Cleburne, Tex. -Granted cp to install Hillman succeeds Henry Colman, resigned. trans. at new trans. as alternate main present J. Supple, tv copy chief, C. L. Miller main trans. site and operate trans. by remote Gilbert Jack Payne, formerly radio -tv writer -pro- control; condition. and Larry C. Varvaro, account execu- WLAN -FM Lancaster, Pa.- Granted cp to Co., ducer at Tatham -Laird Inc., Chicago, to type trans. tive, Kenyon & Eckhardt, both join Richard change copy staff of D'Arcy Adv., St. Louis. He WEZL Richmond, Va.- Granted mod. of cp to K. Manoff Inc., N. Y., as head of commer- change type trans. and make changes in ant. succeeds John Evans, resigned to join Can- system. cial production and assistant to president, WNEP -TV (formerly WARM -TV) Scranton, Pa. yon Films, Phoenix, Ariz., as writer -pro- -Granted mod. of cp to change trans. location respectively. to Penobscot Knob, south of Wilkes- Barre, Pa., ducer- director. change ERP to vis. 955 kw, aur. 479 kw, ant. David Lundy, sales manager of KGO height 1,090 ft., change type trans., type ant.. William P. Croasdale, formerly with radio- studio location, and make other equipment San Francisco, appointed manager of Blair- changes. Angeles office, replacing Frank tv department of N. W. Ayer & Son, N. Y The following were granted extensions of Tv's Los completion dates as shown: WHLI Hempstead, Moreland, resigned. Mr. Lundy assumes to agency's service department. N. Y., to 5 -1; WCME Elkhart, Ind., to 5-29; duties March 1. W000 Deland, Fla., to 8 -27. Frank J. Reynolds, president and director, KSDA Redding, Calif.- Granted authority to remain silent for period of 30 days effective Frank O'Connor, assistant vice president in Albert Frank -Guenther Law Inc., N. Y., 10:00 p.m. PST signoff Saturday 2 -8 to allow for financial reorganization. tv and radio department, will move from died Feb. 14 following heart attack. BROADCASTING February 24, 1958 Page 195 PEOPLE CONTINUED

Hospital in New York. He had been with Jean Grant, assistant promotion manager, ABC -TV since March 1956. Prior to that WAGA -TV Atlanta, to KFSD -TV San he was with Alfred Politz Research Inc. as Diego as assistant to promotion manager. coding supervisor. Laurese Byrd Gordon, promotion consultant and freelance writer, to WTOP Wash- STATIONS ;r.:;m ington as director of promotion and ad- MR ORWIG MR. PERRY MR. THOMAS Roy M. Flynn, general manager of KRLD- vertising, succeeding William J. Wiggins, TV Dallas, and W. A. Roberts, general man- resigned. H. 1. ORWIG and James L. Perry have ger of KRLD, promoted to vice presidents been elected senior vice presidents and of television and radio, respectively. Robert B. Harris, formerly promotion man- John B. Thomas a vice president at The ager of WSEE (TV) Erie, Pa., to WSTV Buchen Co., Chicago. They all are active Inc., Steubenville, Ohio, as promotion di- on the agency's accounts. -I Jerry Carr, program and rector. WSTV is promotion headquarters news director of WHLI- for Friendly Group stations. AM-FM Hempstead, N. vice FILM Y., elected presi- Darlene Pearson named continuity director dent. He joined stations of KTRK -TV Houston, succeeding Sara Edward W. Rinker, account executive at in 1947 as newsman. Fritz, who has moved to West Coast. Kling Film Productions, Chicago, elected vice president. Chet Collier, educational director of West- James P. Hensley, formerly sales manager inghouse Broadcasting Co.'s WBZ -TV Bos- WBBM William Sackhehn, director for Screen of Chicago, to KOME Tulsa, Okla., ton, has joined New York staff of West- as vice president and Gems, Hollywood, for four years, appointed general manager. inghouse Broadcasting as executive producer director of programming. in national program department. He will Scott McKeown, formerly southeast sales Howard Springer, assist- la- direct and produce educational and public representative for Richard Ullman Inc., ant secretary of Hygrade affairs programs originated by WBC and producer and distributor of animated com- F o o d Products Corp., its group of stations and also will work on mercials, appointed southeast representative Detroit, to WJBK -TV that program development, including both com- for ABC Film Syndication, headquartering city as comptroller. mercial and educational programs. in Richmond, Va. Stan Schloeder, formerly with tv sales staff Joseph Brun, director of cinematography on Vernon L. Wickre, business manager, KOSI of Katz Agency and chief timebuyer for feature films for various independent pro- Aurora, Colo., named station manager. Ruthrauff & Ryan, Richard C. Landsman, ducers and cameraman for 30 years, ap- previously assistant sales manager of WBAL- pointed cinematography director of Trans - George Andrick, local sales manager, WSAZ TV Baltimore; Paul Maguire, with NBC film Inc., N. Y., producer of tv film com- Huntington, W. Va., named station manager. Spot Sales for three years, and Charles Mc- mercials and industrial films. Gregor, formerly midwest sales manager Edward T. McCann, formerly commercial for Sy Weintraub organization, join WABD Leslie H. Norias, sales manager, KTTV (TV) manager WNEB Worcester, Mass., to WCOP (TV) New York as account executives. Los Angeles, and Terry O'Neill, vice presi- Boston as sales manager. dent of Assocated British Pictures, join Bill Davidson, after 16 years with ABC in New York sales staff of Television Programs Robert L. Brown, local sales manager, Hollywood, joins KMJ -TV Fresno, Calif., of America. Lou Boutin, who resigned KBTV (TV) Denver, named national sales as writer -producer -announcer. several months ago, is resuming his manager, succeeding position John Henry, resigned. Jim Wooddell, newsman, KTSA San An- as account executive in western division. tonio, to WCPO Cincinnati, Ohio, news staff. Richard W. Holloway, formerly manager of WNIL Niles, Mich., to WDEF -TV Chatta- NETWORKS Frank Sweeney, Chicago freelance an- nooga, Tenn., as national sales manager. nouncer, to staff of WBBM -TV that city. Elmer W. Lower, director of special proj- Bill Fontain, announcer on WBBM radio, ects for CBS News, to newly- created post of 4 Frederick H. Elliott Jr., assigned to WBBM -TV. director of operations. Mr. Lower will have formerly account execu- direct executive supervision of sports, tive, KDKA Pittsburgh, Edward L. Wiebe, formerly with WFMF special events, syndicated newsfilm, film to WHAM Rochester, Chicago and WLOL Minneapolis, and production, program sales and information N. Y., as local sales man- Philip Dale Richardson, for past 21/2 years services. He also will continue to head or- ager. station manager of WDQN Du Quoin, Ill., ganizational work for political conventions, have joined sales staff of KRUX Phoenix. elections, inaugurations and other joint radio-tv special events. Bud Kurtz, formerly with WHIS Bluefield, Joe Buerry, formerly with WJWL George- to WOAY -TV Oak Hill, both West Virginia, town, Del., to WMYR Fort Myers, Fla., an- Gladys Krieble, reporter and author, has as production manager. nouncing staff. been appointed Buenos Aires correspondent for Mutual. Carole Clements, formerly with KCMC -TV Steve Kirk, d.j., WTRX Bellaire, Ohio, joins Texarkana traffic department, to KFJZ -TV WSAZ Huntington, W. Va., in similar ca- Art Baker, m.c. of NBC -TV's End of the Fort Worth as traffic manager. pacity. Rainbow (Sat. 10-10:30 p.m.) has resigned because of other commitments. will Tony Dugay, formerly with KENS -TV San He be -I Don Perris, assistant to succeeded by Bob Barker who Antonio, to KTBS -TV Shreveport, La., an- will continue general manager, WEWS as m.c. of network's Truth nouncing staff. or Consequences (TV) named (Mon. -Fri. 11:30 a.m.-noon). Cleveland, assistant general manager. Ken and Ann Elliott, New Orleans husband - Bob Feller, former Cleveland Indians He joined WEWS in 1948 wife d.j. team, join WJBW that city and will as pitcher, has been signed by MBS as play - newsman. m.c. Jack the Cat and Jacqueline the Kitten. by -play broadcaster of Game of the Day. John M. Grubbs, news -talent-production Charles Arlington, formerly with KHJ Los Abraham H. Siegel, 28, research statistician supervisor, WBZ -WBZA Boston -Springfield, Angeles, to KFWB that city news staff. He for ABC -TV, died Feb. 11 at Wadsworth Mass., named assistant program manager. succeeds Bill Daniels, resigned. Page 196 February 24, 1958 BROADCASTING HIGHER Dick Horning, former chief of United Press Erwin Schuller, former financial advisor AND Bureau in Pakistan, joins WTCN -AM -TV with Lazard Bros., London banking firm, to as director, finance, international sales. HIGHER Minneapolis-St. Paul as night news editor. RCA \V I/moi Prior to his Pakistan assignment, he was Tokyo correspondent. Pete Marshall, formerly account executive GO = at Edward H. Weiss & Co., Chicago, ap- 0 William Drenten, associated with WBNS -TV pointed advertising director of Bell & UTILITY Columbus, Ohio, since 1952, has been ap- Howell, that city. pointed news editor. Mr. Drenten is credited with organizing station's system of camera- David G. Koch, since 1952 in RCA field TOWER man correspondents. engineering activities, to manager, eastern Here's a few of district, industrial sales, RCA Electron Tube SALES the new Div. Don Perrie, formerly with WBRZ -TV and WJBO Baton Rouge, La., to WWJ -AM -TV the world KSHO -TV Detroit news department. PROFESSIONAL SERVICES MgirMillSOWAlMirtiNA over Las Vegas, Nev. Ralph Renick, vice president in charge of Helen Morgan partner in Brenon & Morgan Assoc., public relations firm with head- news, WTVJ (TV) Miami, appointed Florida and here's KUTY state chairman for Sigma Delta Chi. quarters in N. Y., has opened west coast offices at 6262 Sunset Blvd., Hollywood. why! Palmdale, Calif. Dale B. Hornung (Dale McIntyre), general Telephone: Hollywood 2 -6311. Aileen at Lexington manager of WMIC Monroe, Mich., named Brenon heads N. Y. office 527 Our secret KRUX general chairman of 1958 United Fund Ave. Dave Davies, formerly with publicity Phoenix, Ariz. Greater Monroe County Torch Drive. department of Columbia Pictures, has joined is no Brenon & Morgan Hollywood office. general secret CJFB -TV Edwin K. Wheeler, manager of Wendell Niles Jr., with William Morris WWJ -AM -TV Detroit, on Feb. 17 entered Canada Agency in Beverly Hills, Calif., for past / Advanced Management Program at Harvard two years, has moved to New York where of Business Administra- U. Graduate School he plans to join advertising agency. tion. He will be on leave from WWI stations until May 17. In his absence, Don DeGroot, assistant general manager, will be in charge. PROGRAM SERVICES Satisfied WEZY W. Harold Gray, 60, who had been doing Thomas L. McGann, United Press, Chicago, Customers Cocoa, Flo. freelance commercial work, died Jan. 14. night radio bureau manager, becomes Cen- tral Div. radio feature editor and Thomas pass the He started with WDBJ Roanoke, Va., in WJJL 1925 as announcer and was with WBIG F. Buckhorn, night and overnight radio news word that Niagara Falls, N. Y. Greensboro, N. C., WKPT Kingsport, desk supervisor, was appointed Central Div. Tenn., and WFLO Farmville, Va. night radio bureau manager. Mr. McGann replaces David W. Chute, now UP Michigan UTILITY news manager. REPRESENTATIVES olzramlomm Bradley B. Hammon, formerly with Market Is Richard E. Farnham, formerly commercial Research Corp. of America, to Columbia manager of WTAN Clearwater, Fla., has Records, N. Y., as director of market re- joined radio sales staff of NBC Spot Sales, search. D N. Y. n TRADE ASSNS. à< J Al Parenty, Chicago sales staff, Television 7D.w.rva Age, to Young Television Corp., Chicago, William F. Kelley, technical director and as salesman. treasurer of Motion Picture Research Coun- cil, elected president of organization, which in MANUFACTURING "' carries on research technical developments for motion picture industry. Philip D. Reed, board chairman of General Electric Co., N. Y., retires, effective April 23. He will continue to serve after that INTERNATIONAL Y: =r omigaaü«:i date as chairman of finance committee Stanley A. Westlake, presentation and pro- through 1959, when he will end active serv- gram clearance officer of CBC at Winni- ice at age 60. He joined GE in 1926 as peg, Man., to television network coordina- and has been attorney board chairman since tion officer at CBC Toronto, succeeding 1939. John Dunn, recently appointed to represent CBC at United Nations, N. Y. Rear Admiral Frederick R. Furth (U.S.N. ret.), Donald Hannant, formerly with Granada director of research and Tv Ltd., London, England, to tv producer engineering for Interna- at McKim Adv. Ltd., Toronto. tional Telephone & Tele- graph Corp., elected vice Glen Bannermann, one -time president and UTILITY TOWER president. general manager of Canadian Assn. of Ra- dio and Television Broadcasters, and for COMPANY 12 of David R. Hull, formerly vice president and past years director Canadian govern- Box 7022 general manager of equipment operations, ment exhibition commission, to head of Raytheon Mfg. Co., Waltham, Mass., to Canadian pavilion at Brussels, Belgium, OKLAHOMA CITY, OKLA. vice president for defense programs. World Fair.

BROADCASTING February 24, 1958 Page 197 MARION ANDERSON

LOGANSPORT

PERU MUNCIE

RICHMOND

LAFAYETTE

KOKOMO BLOOMINGTON

DANVILLE, ILL VINCENNES

TERRE HAUTE Who said satellite?

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Page 198 February 24, 1958 BROADCASTING 77. MONDAY MEMO the problem and the opportunity of the future. from JOHN P. CUNNINGHAM, president, Cunningham & Walsh Now what is advertising's responsibility on things like this? Our primary obligation is to the sales Tv has only begun curve of our clients. Yet we want tv to be a more well- rounded, vigorous medium. to flex its muscles We can do little at present except understand and encourage. One of our jobs is to find and develop sponsors -new Television now has become a firmly were such programs as Face the Nation advertisers, perhaps, to whom character established member of the American fam- and Youth Wants to Know -shows that of audience and character of program ily. It ranks with the automobile and could be considered anything but froth are important -at a reasonable price. even with the house itself in terms of or fluff. What about ratings? family concern. No program rhythm will ever be de- We must not become blind rating - That is why people today live it, love veloped, however, without a background slaves, important to our business as it, criticize it-and sometimes belabor it. cadence of low- moaning critics. ratings are. We already know that a show Children spend more time with it than Many gaps remain to be filled, before can have a high rating and yet have any other occupation except school. tv approaches its ultimate destiny. very little mental "cut." Just as com- Adults spend more time with it than Just one "for instance" if you please: mercials on such a show may get a any other pursuit except work. Sessions of Congress should be tele- lesser mental "cut." People's eyes may be The most recent Videotown Survey vised - whenever Congress is brave fixed on the set, but they tend to tune that our agency has made -the 10th con- enough to allow it. Such broadcasting out their minds. secutive annual appraisal-shows a very could well mark the end of much con- A better yardstick than ratings for an clear change in attitude towards the fam- gressional childishness- vacuous speech- advertiser may well be "penetration-per - ily tv set from that of the beginning [AD- making - log rolling - pork barrelism. skull-per -dollar" - the right skulls, I VERTISERS & AGENCIES, Dec. 9, 1957]. You will see the destructive filibuster in mean -the ones that belong to the peo- In the beginning everything was won- operation -see the empty seats of your ple most likely to use your product. derful- incredible! Owners of early sets representatives -see them turn the clock Above all, we must constantly apply were proud of their ownership -people back into yesterday to conclude a session one of the most important tools of our of eminence in their neighborhoods. All which lawfully should have ended yester- trade - creativeness - an advertising programs were accepted with gratitude, day. agency commodity that seems to have wonder and admiration. It could be a very dull show. But it been somewhat neglected this year in service, partic- favor imitativeness. A creative twist, Today it is different! could be a great public of areas. School chil- even in an imitative area, can often re- People today are quick to criticize ularly in educational - learning much from sult in a fresh diversion- Tic-Tac- Dough, even America's most noted talent dren are used to -in could easily breed a for instance, out of Twenty-One. programs that once would have gathered dull exposition. It electorate and a better The networks have their problems. We viewers around a much more alert a circle of gaping have ours. Some of them overlap. It will miniature screen. representation in Washington. But how to broadcast it? Who would take time, but with good understanding This is important to advertisers. sponsor it? television some day soon will stand up will never change. It This kind of question represents both straight to its true height. No amount of Pollyanna statements from the most avid of tv pros will alter either the love or the lament that will be cast at future programs. Recently, I gave a talk on the coming of the "boredom factor" to tv-a measurable index-common to all shows and particularly to imitative show -groups, such as songster- m.c.'s and westerns. I got hundreds of letters and phone calls. About 99% agreed. A few of my professional brothers took me to task. But certainly television today is strong enough and secure enough to take a John P. Cunningham: b. little self -examination and self- criticistp. Sept. 17, 1897, Lynn, It is now as criticizable as the "whole" Mass. A.B., Harvard Col- theatre, or the "whole" press, or the lege, 1919. Began with "whole" world of art. Newell-Emmett Advertis- But I do not believe that it has wholly ing Agency as artist and found its ultimate destiny as the forceful, layout man (1919 -21), well -rounded communications power that shifted to copy (1921 -30), it will become. became v.p. for creative The networks understand this- better production (1930 -50), was than anybody, perhaps -and they are try- elected executive v.p. when ing constantly under some rather formi- N-E was reorganized as dable odds which include us advertising C &W in 1950 and was agencies, advertisers and rating systems. elected president in 1954. On one Sunday alone, 44 shows were Was board chairman of offered in New York that could be con- AAAA (1952 -53) and sidered of an educational, informative or presently serves on AAAA spiritual nature -44 out of 161. They advisory council. ,t6EVEMMIAMMRAWMIMVONEMIMMMONNENZWer BROADCASTING February 2 EDITORIALS Perspective '58 TO quite a few workers and businessmen 1958 may be a year of difficulty. To broadcasters it should be a year of opportunity. Economists are agreed that there is nothing radically wrong with our economy. As Arno Johnson has lucidly explained [see page 72], what's needed is an increase in consumption. Increasing consumption is largely a job for better marketing, better selling. Modern selling depends to an enormous extent upon successful advertising. To expand the market for their goods, manufacturers must first develop efficient advertising plans. If efficiency must be the advertising goal, radio and television stand to profit handsomely. The broadcast media are uniquely designed as ideal complements in any advertising scheme which must produce results. Radio, it is now undeniably established, is the way to reach a mass audience at lowest cost. Television is unmatched by any other advertising vehicle for its abilities to demonstrate and persuade. If radio and tv do not capitalize on the opportunity to join in the effort to sell the U. S. out of a slump, it will be their own faults. They must first sell themselves to the advertiser, of course, Drawn for BROADCASTING by Bill Dues. promotion manager, KSTP -AM -T St. Peul. 11,11111. before they have the chance to sell his goods. "Let's run it up the flagpole and see if anyone salutes." To be sure, advertising at the moment is not as easy to come by as it may have been a year ago. But the best antidote to soft in the tv spectrum. Congress, in enacting the Communications Act business is hard selling. of 1934, did not contemplate pay broadcast service. Congress provided for free "broadcasting," available to all who had the necessary receiving equipment. Pay tv (or radio) is "narrowcasting" Dangerous Passage which would limit service to those willing to pay the fee and install LEGISLATORS are having a field day over charges of corruption the needed equipment, with service blacked out to all others. and influence -peddling involving regulatory agencies, with the Although the Senate Committee has spoken, opponents of pay - FCC taking the brunt of it because it is first at bat. They are tv, including the hundreds of thousands of people who have peti- practically falling over one another in the rush to get remedial tioned their Congressional delegations, should not be lulled into the measures into the hoppers of House and Senate. belief that the battle is won. The Senate must act on the Thurmond It would be foolhardy to underestimate the seriousness of the con- Resolution. And Chairman Magnuson (D- Wash.), who favors dition provoked by the House Legislative Oversight Committee pay -tv tests, insists there will be hearings before the resolution goes proceedings. Eventually there is bound to be legislation. to the floor. Zenith, Skiatron and other pay -tv zealots have not The danger is that Congress may be stampeded into illogical given up the fight. They probably will redouble their massive lobby- legislation. First, the fact should be known. The more orderly ing on their scheme that has nothing to commend it except the proceedings under Chairman Oren Harris (D -Ark.) give some money it will make for its entrepreneurs. promise that constructive action lies ahead. There's the proposal of eight senators that federal officials be Denny, Treyz, Sugg prohibited from accepting any gift or payment from private interests having business before those agencies. Certainly there can THREE bright executives in broadcasting acquired new stature be no objection to this, and members of the agencies themselves last week. Charles R. Denny moves from an executive vice unquestionably would endorse such legislation. And there are pro- presidency in NBC to the top echelon of the parent RCA April 1 posals for a code of ethics which likewise would be received as vice president in charge of product planning. 011ie Treyz, ABC - favorably. TV vice president, has been elected president of the tv network he In the tv field, lip service is given to a proposal that television helped build, and P. A. (Buddy) Sugg, operating head of the Okla- "franchises" be awarded to the "highest bidder" among those who homa Publishing Co.'s broadcast properties, on April 1 moves to may be qualified. This is ridiculous on its face, since it would mean NBC as vice president in charge of owned and operated stations that choice outlets in prime markets would go to those with the and spot sales, taking over a substantial part of the duties vacated most money. by Mr. Denny. Independent agencies are as strong as the men who run them. If All three promotions are well deserved. Mr. Denny was one of such agencies were given the status of courts, with the commis- the New Deal's whiz kids. He moved from assistant general counsel sioners appointed for life and compensated adequately, the problem of the FCC to chairman in five years and at 34 became the FCC's would evaporate as it has in our judicial system. Able men then youngest chairman of all time. His 10 years at NBC, first as general would be willing to accept calls to Washington. After the Oversight counsel and then in operations, provide admirable background for Committee performance of the past few weeks it is questionable his new assignment in the billion -dollar RCA operations. whether highly qualified persons would consider appointment to any The 40-year-old Mr. Treyz is in considerable degree responsible administrative agency. for ABC-TV's phenomenal growth during the past year or so. He is a dynamic salesman, with a rich background in research and agency work. His election to the ABC-TV presidency formalizes Jammed Turnstiles that which he has been doing. He previously had done a big job THE FCC is now under mandate from both Senate and House to in getting TvB off to a brilliant start. retain the status quo as to pay -tv. That means no tests, such In accepting the NBC vice presidency, Mr. Sugg rejoins the as those contemplated after March 1 by the FCC, until and unless organization he served two decades ago. An engineer, he was super- Se Congress specifically authorizes them. visor of technical network operations for the RCA western division The Senate Commerce Committee last Wednesday followed the from 1934 until 1940. He saw distinguished service as a captain in of its opposite committee in the House in adopting a resolution the Navy during World War II and became manager of WKY ^.d by Sen. Strom Thurmond (D -S. C.), and co- authored by Oklahoma City in 1946. From that new start, he was instrumental 'r half -dozen members of the committee, which declares it to in the expansion of Oklahoma Publishing Co. properties to include "sense" of the Senate that the FCC shall await "specific WKY-TV, WSFA -TV Montgomery and WTVT (TV) Tampa. tion by law,)', before adopting a system to impose fees on the We congratulate these gentlemen and their wise employers in viewing 'iv programs. the recognition given meritorious performance in the interest of up to Congress to enunciate national policy on pay tv good broadcasting and good business.

February 24, 1958 BROADCASTING I used to shoot in the high 90's Then I bought KPRC-TV Houston. I still shoot in the

high 90's, but boy, is my sales graph nice and cool!

JACK HARRIS JACK McGREW EDWARD PETRY & CO. Vice President and General Manager Station Manager National Representatives RESPONSE

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