"_1'.; LIBRARY JORLAC" APRIL Television 5P THE BUSINESS MAGAZINE OF THE INDUSTRY 3I Seventh year of publication CC K 4- - Ct.--I b". o0 if) C 4 Z Aim0 a,cG z to.%P U T GPIN With this little man, you'll have a busy day. liowdy's the top -rated of all children's and all daytime shows in network television...the hero of more than 6,000,000 Doodyites a week on NBC...and the incredible sawed-off salesman who just turned up 240,000 sales with two brief demonstrations-on America's No. 1 Network. A few quarter-hour segments are immediately NBC Television available. Are You Serious About Getting the Most for Your Advertising Dollar? In Los Angeles, TV Station KTLA delivers a larger average evening audience than the leading network radio station - at just about half the cost. And delivers an average audience as big as its 3 nearest TV competitors combined-at 1/4 cost! K TL A's average evening share is a healthy 15% of the combined radio -and -television audience in Los Angeles... morethan twice the share of its closest TV competitor in this 7 -TV -station market. KTLA advertisers also pick up a bonus -31% of San Diego's televiewers who receive K TL A's strong signal direct, 125 miles distant. Amazing? Make us prove it. WRITE FOR ANALYSIS OF LOS ANGELES RADIO -TV COVERAGE. *** I 1 - A -- 4 KTLA * CHANNEL 5 4 KTLA Studios 5451 Marathon St., Los Angeles 38 H011ywood 9-6363 4 aminamt Eastern Sales Office 1501 Broadway, New York 18 BRyant 9-8700 - Ahab KEY STATION OF THE PARAMOUNT TELEVISION NETWORK Television THE THE BUSINESS MAGAZINE OF THE INDUSTRY VolumeVII,Number4,April,1950 ENTERTAINMENT -STATION content THE FUTURE OF THE NETWORKS 11 An analysis of the many problems facing advertisers, stations and networks which might conceivably change their present structure. COAST TO COAST NETWORK . WHEN? 12 1 report on network facilities OWENS-CORNING TV TEST BLOOMS INTO A 23 -MARKET CAMPAIGN 15 /11111 till..11111.1111' COW/11110Carried over its successful department store demonstrations into television-by Willard Y. Stocking, Account Exec.. Fuller & Smith & Ross, Inc. ADVERTISING AGENCIES' APPROACH TO TIMEBUYING 19 hsIlary Gannon ALKA-SELTZER LOOKS CRITICALLY AT ITS TV EFFORT 22 by L. E.li addington, Radio -TIDirector, Miles Laboratories SELLING HOMES BY TELEVISION 27 A case study of successful use of television by real estate BID FOR ACTION! 31 Fourth in a series on the psychological /actors behind the television commercial-by Dr. G. D. Wiebe, Research Psychologist, CBS. DEPARTMENTS FOCUS 3 Analysis of industry trends and developments STARCH REPORT ON TV COMMERCIALS 6 InexcInst, , 'craw(' TELEVISION MAGAZINE'S STATUS MAP 16-17 ()iterating stations, receiver circulation figures. network affiliations, depth of penetration and estimated opening dates for CP's. FREDERICKA.KUGEL NORMAN MARKWELL Editor and Publisher Assistant Publisher IIMOWENS DOROTHY HOLLOWAY ARTHUR ENGEL Managing Editor Washington Editor West Coast Editor DR. ALFRED N. GOLDSMITH H. G.CHRISTENSEN RICHARDROSE Contributing Editor Film Editor Art Director Published monthly by Frederick Kugel Company, 600 Madison Ave., New York 22, N. Y. PLaza 3-3671, 3672, 3673. Single copy, 50 cents. Yearly subscription in the United States, its possessions and nations of the Pan American Union. 55.00; in Canada. 55.50; elsewhere. $6.00. Entered as second class matter February 20, 1945, at the postoffice at New York, New York under the act of March 3, 1879. Copyright 1919 by Frederick Kugel Company. All rights reserved. Editorial content may not be reproduced in any form without permission. Television Magazine April1950 The electron lobe that rivals the humaneye Invention of the iconoscope- TV's first all -electronic "eye"-led to supersensitive RCA image orthicon television cameras No. 3 in a series outlining high points in television history Dr. V. K. Zworykin of RCA Laboratories with his iconascope tube. Its successor, the image orthicon, has been developed by RCA Photos from the historical collection of RC -1 scientists to have up to 1000 times greater sensitivity. Had you attempted to invent a television camera fromCarrying forward the development of television pick- scratch, odds are you'd have followed the same path asup tubes, RCA scientists have developed the image early experimenters-and tried to develop it on mechani-orthicon-eye of today's supersensitive RCA image cal principles. orthicon television camera. So keen Illogical? Yes, in the light of what we now know aboutvision that it sees by candlelight or by the faint flicker electronics.Butelectronics was young in television'sof a match. infancy.At thattime the best way to take television pic- Despite its simplicity of operation, the RCA image tures was with a mechanical scanning disk, invented inorthicon tube is a highly complex electronic device. In- 1884. tegrated, within its slim 14 -inch length, are the essentials Revolutionary was the invention of the iconoscope byof 3 tubes -a phototube, a cathode ray tube, and an Dr. V. K. Zworykin, now of RCA Laboratories. Here waselectron multiplier! an all -electronic "eye" for the television camera .. no The phototube converts a light image into an electron moving parts, no chance of mechanical failure! image which is transferred to a glass target, and scanned by an electron beam to create a radio signal. The electron multiplier then takes the signal, and greatly amplifies its strength so that it can travel over the circuits which lead to the broadcast transmitter. Inside the tube itself, more than 200 parts are assem- bled with watchmaker precision. For example, a piece of polished nickel is pierced with a hole one -tenth the thick- ness of a human hair ... a copper mesh with 250,000 holes to a square inch is used . .. and the glass target is bubble - thin! Yet all are assembled and made to work-at RCA's Lancaster Tube Plant-with precision. Actually 100 to 1000 times as sensitive as its parent the iconoscope, RCA's image orthicon pickup tube literally rivals the human eye. And when an outdoor telecast may start in daylight and wind up in the dim light of dusk- that's a necessity! Mechanical scanning equipment, used at RCA -NBC experi- mental television station W2XBS in 1928, long before the present Radio Corporation of America RCA image orthicon camera came into existence. WORLD LEADER IN RADIO -FIRST IN TELEVISION 2 Television Magazine April1950 FOCUS STOP GUESSING! SIGNIFICANT INDUSTRY DEVELOPMENTS IN PROCTER & GAMBLE'S RADIO AND TELEVISION VIEWPOINT Although excerpts of P&G's Vice President Howard J. Morgen's speech before the Radio Executives Club have already appeared in news publications, itis our feeling that the sober appraisal of the many problems now facing advertiser, agency and station contained in Mr. Morgen's talk deserves reprinting practically in its entirety so that our readers may have fhe chance to thoroughly analyze the points made by radio's largest advertiser. &Gamble's viewpoint tomake sure that radio and tele- PROCTERcan only be important to you if vision areeffective andefficient you find something of value in it for from an advertising standpoint. the whole industry. It certainly is If radio and television can de- not important just becauseitis liver effective and efficient advertis- ours. The broadcasting industry is ing in the years ahead, they have a supported by the expenditures of bright future. They will serve to many, many advertisers and the entertain and educate the public and UAL -TV point of view of any one of them is they will act through advertising not important in and of itself. For as a spur to our expanding economy. the ideal station for example, the trade journals occa- The benefits to all concerned will sionallyreportthatProcter & be great. testing your TV sales Gamble is the largest advertiser in But if radio and television can campaign. the country. Even so, we account not deliver advertising effectively for considerably less than 1% of and efficiently in the years ahead, The onlytelevisionstation the total dollars spent for all adver- they will languish and perhaps they tising in the United States. The will be supported by the govern- which reaches this large, pros- largest share of our expenditures ment. In any case their prospect perous section of Pennsylvania currently goes to the broadcasting will not be bright from any stand- -including Lancaster, York, industry but even there we account point. Lebanon, Reading, Harrisburg for a very small share-less than It will not be easy by any means and adjacent area. This market 3%r-of the total advertising dol- to make sure that radio and tele- fulfills all requirements for re- lars that are spent in that medium. vision are effective and efficient ad- liable testing. Viewing is un- Therefore, when we talk to you to- vertising media in the period im- day about "our viewpoint" we do mediately ahead. Both face a really usuallyhigh and consistent sowithconsiderablehumility- tough jobin making themselves becauseofinterestinglocal recognizing that we, like any other strong advertising -wise in the new programmingand thetop one advertiser, are only one small circumstances that lie before them. shows of four networks-NBC, partofthegreatbroadcasting Yet their whole future hinges on CBS, ABCandDuMont. industry. how well that job is done. Write for information. Our point of view toward radio That just about sums up our basic and television is simply this: viewpoint. You can disagree with A STEINMAN STATION Radio and television are both en- itif you wish. But if you agree tering an extremely difficult period. with it, as we think most of you Radio is in a period of declining will, then we believe that all of us- values-whichisalwaysdifficult.