35 Cents ProA BROAflA STING rab7T University oi Uak State a '- THE BI No Science 2227WISION AND RADIO Agric & Applied Library DECb Fargo Ro Dal NEWSPAPER MAY 1, 1961 Campbell -Ewald finds vie..... scLung jaded Hostility greets Kennedy plan to revamp FCC, in special qualitative tv study 31 give chairman more power 52 NAB's convention next- weak-ia- Washiwgton FCC hearing on NBC -RKO swaps to feature to be held under government eÿe . - . 77 tope- jumping by all concerned 54 < COMPLETE INDEX PAGE 1 DIO e mth of nstant lpanion se shares so many s with us .. y times a clay .. any places? se has this r sound we trust -n to so often? adio creates this it companionship y Spot Radio choose d place in it. -: ikan-_. -..: . Albuquerque KARK Little Rock WRNL .... Richmond .. - Atlanta WINZ Miami KCRA Sacramento .... Radio nlnsion ....Buffalo WISN ... .. Milwaukee WOAI .... San Antonio ..Chicago KSTP .. Minneapolis -St. Paul KFMB .San Diego Edward Petry & Co., Inc. is -Ft. Worth WTAR Norfolk-Newport News KMA Shenandoah The Original Starion ¡.. Representative uth.Superior KFAB Omaha KREM Spokane ... Houston WIP ............ Philadelphia WGTO Tampa -Orlando Kansas City KPOJ Portland KVOO Tulsa NEW YORK CHICAGO ATLANTA BOSTON DALLAS MAR Providence DETROIT LOS ANGELES SAN FRANCISCO ST. LOUIS id Caesar invade Gaul exactly at 8:00 A.M. Tuesday, March 28, 58 B. o. Nothing happens precisely on the hour. Nothing, ever. More than likely Caesar struck at 8:06 -or 8:17 maybe. Whatever time, things just don't happen on the hour. To demonstrate: a massive KABL research study has proved that most people are driving and listening at two peak periods. They are doing this at 5:23 and 6:09 p.m. Only KABL schedules the news at these two unequalled listening times. And noted newscaster Franklin Pearcy makes news broadcastings for KABL at 5:23 and 6:09 p.m. respectively. Bay Area people now hear the news when everyone else is listening -on KABL at 5:23 and 6:09 p.m. Other McLendon stations: KLIF KILT WAKY WYSL KEEL KTSA Dallas Houston Louisville Buffalo Shreveport San Antonio KABL and WYSL are represented nationally by the Daren F. McGavren Company KABL is the number one station in the entire San Francisco Bay Area* Pulse. Inn.I 1'.. 1061 All six are magnificent on KABL .... for the full, composite six days a week, KABL is magnificently first in San Francisco's newest January and February Pulse. onday through Saturday, KABL is a smashing first .... first overall, first total quarter and half -hour firsts, first by far in the Pulse of San Francisco. HE McLENDON STATION FOR SAN FRANCISCO p r e s e n t e d n a t i o n a l l y by D a r e n F. M c G a v r e n Co., I n c. DIAL 960 Sin the only good music station in the history of radio to coin first place in a metropolitan market OTHER McLENDON STATIONS F, Dallas WYSL, Buffalo KILT, Houston WAKY, Louisville KTSA, San Antonio KEEL, Shreveport And exclusive sales representative for XEAK, Los Angeles ...and Channel 4 delivers them KRLD -TV reaches more homes in the great Dallas -Ft. Worth market than any other station. The March, 1961, ARB Market Report shows KRLD -TV's average quarter -hour homes reached from 9 a.m. to midnight, Sunday thru Saturday, to be 33.4% greater than Station B, 49.7% greater than Station C and 276.9% greater than Station D. Reach The Dallas-Ft. Worth Market EFFECTIVELY with Channel 4 represented nationally by the Branham Company THE DALLAS TIMES HERALD STATIONS C'lai Datitu--FtGt/velt, Clyde W. Rembert, President MAXIMUM POWER TV -Twin to KRLD radio 1080, CBS outlet with 50,000 watts. 4 BROADCASTING, May 1, 1961 CBS blockbuster What could be blockbuster an- CLOSED CIRCUIT' nouncement is being prepared by CBS - TV network for its affiliates when they er you do or don't trust affiliates when cies, promise vs. performance soph- hold their annual convention this week they promise -as ABC says it has istry and other New Frontier ap- (see page 126). It's new affiliation done -not to triple -spot in expanded proaches in rulemaking, as distin- contract and station compensation breaks. ABC says it does trust them, guished from adversary proceedings. plan, designed to make network busi- hence has no thought of backing down Because of NAB convention, FCC will ness more competitive with spot in on its plan. hold next week's regular Wednesday eyes (and pocketbooks) of affiliates. meeting on Thursday. Handicap CBS -TV is trying to over- Rating ferment come is that affiliates get 30 percent Stereo surge of their rates on network business but While ratings will not be on official 70 percent on spot, thus are inclined NAB convention agenda next week Last -minute shifts in NAB conven- toward spot when they have to make it's bound to get plenty of smoke- tion agendas were taking place at choice. Network hopes to improve its filled room treatment and also may weekend as stereo fm suddenly be- odds by new sliding -scale arrangement pop up at Wednesday FCC panel Q&A came one of top subjects! It's learned which could give affiliates up to 60 session. Madow committee report to Zenith will demonstrate closed circuit percent. House Commerce Committee, giving stereo May 6 to fm sessions; RCA rating services reasonably clean bill on will have complete station stereo pack- Getting the breaks methodology, plus NBC Chairman age on display, with delivery in June; Robert Sarnoff's proposal that audi- Gates will have stereo exhibit; General ABC -TV Network officials naturally ence measurement methods be recan- Electric official will be wedged into hope extra ten seconds they plan to vassed, plus FCC Chairman Minow's engineering session to do stereo paper. add to affiliates' nighttime station observation that ratings fall within Incidentally, many set and equipment breaks will help entice some important pale of FCC's jurisdiction, plus latent makers, normally aloof toward fm, affiliates away from other networks. Congressional interest, plus NAB Pres- have indicated sudden interest in They claim others have written busi- ident Collins' condemnation of short- Washington convention. ness on basis of 30- second breaks and comings of ratings, add up to inevita- hence could not expand to 40 for at ble attack on whole problem with Exploring party least a year. But NBC and CBS poo- possibility that definitive action could Broadcast spokesmen poo had their first that idea. CBS officials say their come at NAB Board meeting in Wash- "exploratory" meeting with advertiser contracts are cancellable FCC staff- on ington next June. ers last Tuesday (April 25) on pro- six -months' notice and therefore longer Impromptu meeting on audience posed new commission program re- breaks could be installed on that measurement was held during Ameri- porting form (BROADCASTING, notice. NBC March authorities say their con- can Assn. of Advertising Agencies 24). It was reported very tracts don't even mention length as amicable of convention at While Sulphur Springs, discussion with staffers going breaks they're over -that written in terms April 22, related principally to Sarno!` form and giving reasons for inclusion of "approximate" hours and half -hours suggestion that Advertising Research of specific questions. Industry group being sold to advertisers -so that NBC Foundation explore overall subject made no specific suggestions would not but some have to wait at all. For all through special committee. Partici- are planned three networks, at second meeting tomor- of course: there is im- pants were NAB President Collins; row (Tuesday). Underlying principle portant matter of "customer relations" A. W. Lehman, ARF managing direc- behind order will not to be considered. be issue in dis- tor; Arthur Hull Hayes, president CBS cussion, it was stressed. Representing Radio and Hugh M. Reville Jr., NBC FCC were Y &R Kenneth Cox, Broadcast and ABC meet vice president in charge of planning Bureau chief; Joe Nelson, chief of and research. There was an unpublicized meeting Also actively discussed transfers and renewals; Ed Brown, at White Sulphur between ABC -TV President Oliver Springs was sugges- chief of renewals ,and Hyman Goldin, tion by Richard A. Borel, director Treyz and Young & Rubicam Presi- of economics chief. For industry were tv, WBNS dent George Gribbin last week at -TVColumbus, that industry Vincent Wasilewski, NAB vice presi- which they reconciled virtually undertake investigation of variation in dent; Robert Cahill, NAB attorney, all ratings their differences over ABC's 40- second- taken outside of metropolitan Robert Booth, Federal Communica- areas purportedly break plan (page 48) except one because of inade- tions Bar Assn. president, and Frank - quate diary the big one. Nub of dispute does not or other sampling. Fletcher, FCBA past president. appear to be 40 seconds vs. 30 seconds No rigged FCC so much as four or three commercials Spectrum specialist vs. two. Y &R has amassed figures, There will be no rigged quiz at White House is moving toward ap- based on monitoring by broadcast ad- NAB's annual convention FCC panel pointment of radio spectrum expert to vertisers reports, showing widespread in Washington on Wed., May 10. At apportion spectrum between govern- triple- spotting within 30- second breaks; briefing session last Monday with NAB ment and non- government users agency contends there'll be more triple executives, FCC members agreed that (BROADCASTING, April 17), but there's and even quadruple spotting if an- questions would be handled catch -as- preliminary step necessary. First other 10 seconds are added.