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    BC-1952-02-25

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    © All Rights Reserved
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    4 views108 pages

    BC 1952 02 25

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    sungjoo75
    BC-1952-02-25

    Copyright:

    © All Rights Reserved
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    of 108
    TELCO NUM me So PUT ATH CAO 0h CMU CM ume aa UTD Sager +] 7" WLS TODAY FOR ” OCreat- Selling portunities News-stepped up by vo giant political conventions coming up, And in the WES blanketed Chicago-Midwest, that demand results in larger and larger WLS listening audiences—in ewo more news broadcasts added to the already fastselling WLS schedule. lorry Medes f Check today on availabilities adjacent to or within one or more of these WIS neweasts. Some are sold but you'll find a profitable opening for your product somewhere in these eight grea sales opportunities: NEWS ON WLS AT )aiS/AMe Ar itfany Cree aL PL Maro 4 top men—Midwest- trained for Midwest listeners — deliver these eight daily newscasts on WLS. (cho News About ‘EIT GROCER 2" "Y 90 sLoceus,5o0un wats, a8 mtrmone—aUeESNTEO AY Joun pait\\ Conran 7 Delivers the Most Coverage Four stations are in the combined market. WSAR is the only 5,000 watt station. All others are 250 watts or less. 3 Delivers Lowest Cost Per M Listeners Factual proof that you pay less and get more listeners on WSAR than any other Fall River-New Bedford Station. oa oF Full Information Abou LS. Market vi nee Wsar ‘et Contact Headley Reet, mae Fall River. os “New Bedfor (F) sree) 7 4 resented Nai Headley. me : SM, Se Nis GaepS 7 Reed Compan Hee SE EEE Sea? Bo. OP National Pre WDELi Wn WGALE WKBO WORK rene WEST Represented by 1. Gorman Wald (gh, mo ber of WOEL receives Ma ol he Svareme Cour of 0 wom Del U Harmon, chi wor of he board of edges for Steinman Stations proudly salute... J. Gorman Walsh, manager of WDEL, Wilmington, Delaveare, winner of the Chamber of Commerce, Dela: ware, 1951 Josiah Marvel Cup Award ‘The Marvel Cup is presented annually to the citizen of Delaware “who has, by selection of his fellow citizens, given outstanding service to the slate, the community, society, oF his fellow man and has per- formed something worthy to:be remembered.” We are proud of this tribute to our associate, Gorman Walsh. A quotation from the Column of William Penn Frank in the February 4, 1952 issue of the Wilmington Morning News expresses the feelings of all his associates. ".. . . the guy is always working in and for the public interest. . . There is something very honest about his approach to community problems and his integrity isa shining example for us. . He has given both his radio and television station a policy that these media are more than commercial ventures but rather are dedicated to the good and the welfare of the people in the area.” Clair R. McCollough General Manager STENAAN STANONS ROBERT MEEKER ASSOCIATES Chicago los Angeles + Son Froncico + New York le 4 © February 25, 1952 BROADCASTING © Telecarting 3] a \ at CCaGUd0- WIC CLOSED CIRCUIT LONG-RANGE prognosis: When FCC finally hnands down its TV allocation (target date sill mid-March), Tine-up could well be 42. Expected to dissent” Come, Robert F. Jones, who has favored complete fexiblity on legal Grounds (Le, no eley-by-ity allocations) and possibly Frieda B. Hennock, now viclently Drotesting "inadeguate”" VHF edveational feservations, Acting Cha Paul A, Walker would concur with majority, bat might express chagrin over educational allotments. DPA's Blectronies Production Board has re commended. that NPA color TV equipment freeae be retained because of technical, man- power shortage. Retention of ban was urged by military, Ws learned. NPA will lowe dec sion within fortnight. NEXT major move in unsettled radio re. Search field may be launching of NBC-Nielsen network audience study, possibly paralleling CBs-Srandard Audit & Measurement Services project. REPORTED ACTIVELY urging. sppoint- ment of acting Chairmen Paul. A. Walker to permanent FCC Chairmanship is Sen. Robert 8. Kerr (D-Oila.) his close friend and fellow Sooner. Sen. Kerr Is owner of KRMG Tulse, and has application pending for acquisition of control of KTOK Oklahoma City. Sen, Kerr Je dark horae in Democratic Presidential ‘rweepataken, if Troman does not Tun SIDELIGHT in Coy resignation is upsetting of NARTB convention agenda, with ex-Chair~ man pow of Wednesday luncheon billing. ARTE hopes to book new Chairman for spot. Sigeifeant tip that Mr. Coy will be in broad. casting feld is fect that he advised an NARTB oficial he probably would attend convention fang, if called upon, would make few remarks NARTSR boginning to schedule group show ings of its new presentation on advantages of national spot’ broadeasting—radio and” tole Vislon-—as en advertising medium, to. adver tisers and agencies, Preview to some 25 sta tion ‘representatives in New York last week reportedly evoked enthusiastic’ approval of presentation. WHEN NEW NARTB TV Review Board holds ts organization meeting here next Thursday, ‘one. of topies may be proposed revision of fede in relation 19 hard liquor advertsting. In order to. atsure Congress, notably Si Tohneon's ‘Interstate Foreign. Commerce Commitise, that there will be no quick change permitting’ liquor advertising, Review Board hay recommend stipulation that no change be made in that provision unless ample notice— possibly six months—is given. Presumably this ‘would assuage fenrs and soften attitude of Benators on Jobnaon-Case Bill, which would bban liquor advertising on radio and TV. SEN. ED C. JOHNSON (D-Col), chairman, Senave Interstate and Foreign Commerce Com: (Continued on page 6) BROADCASTING * Telecasting RCA SEES VAST FUTURE FOR NEW TRANSISTOR NEW transistor saa scheduled for unveiling today (Monday) by RCA, frst disclosure com= any had been working” on tiny. germani mplifer. Greater reliability and Suppedne {re claimed for RCA’s version of traneistor, jee president in said, “As. the ‘vacutm tube made possible the modern miracles fof radio, television and radar, ao wil this new tagl open vast new horizons in the electronics art""He suid RCA dees not expect transistor fo supplant electron tube, prediting market for tuber will increase under fall Impact of commercial transistors, le added that transistor will allow develop- ment of entirely electronic devices, many of them also Tegulring tuber. RCA embeds ele iments of transistor in resin to. provide pro- fective ease. ‘The RCA point-contact transistor resembles corn kernel” Transistors harness Electrons in pisce of solid matter whereas tube Slaments boll off electrons in vacua BETTER PICTURE TUBES IMPROVED performance from TV picture tube screen, Que principally to. development ‘of sereen materials with beter balanced chem ‘al properties, announced Friday by Redio-TV Picture Tube Div, Sylvania Blectrie Products Tne. Process being. used in all picture tobes reduced by Sylvania, to bring greater bright. eas and {2 eliminate discoloration during en- fire tube life. "Sereens cially effective when voltages lower than 14,000 volts WGN-TV RATE BOOST WGN-TV. Chicago ups its basic rates 209% March 1, increasing its Class A hour rate from $1000 t6 $1,200, Current rates were effective fone year. ‘Station estimates city has 60% TV ‘ireulation. with’ anode BUSINESS BRIEFLY LAM PICKS UP OPTION @ Liggett & Myers (Fatima cigaretter) understood to have picked up option on NBC radio reccrded sy™m- Phony—midnight to 6 am—being considered by network for all six of its O&O stations Agency" Cunningham & Walsh, N.Y. CHAIN BREAKS FOR NABISCO @ Nabisco Shredded Wheat contemplating sehedule of chain breaks on CBS Radio stations following its portion of “Arthur Godfrey show (Mor throogh Fri, 10:45-11 am). MeCann-Erick- son is agency. SPOTS FOR LEVER @ Lever Bros. (Silver Dust) planning redio spot schedule to start in April with 18 and 26-week contracts.” Agency, Sullivan, Stauffer, Colwell & Bayles, N.Y. ALAN YOUNG SHOW @ Lever Biothers (Pepsodent), N.Y, through MeCann-Erickeon, N. Y., reportedly "interested in Alan Young Siew,'on CBS-TV bat being dropped by pre. fent sponsor (Esso). Additionally, Pepaodent said to be considering possible radio-TV spot Announcement campaign for Unis spring’ in ‘shout 150 merkets, AMERICAN TOBACCO OPTION @ Ameri- fan Tobacco Co, through BBDO, N.¥., under- stood to. have optioned Wednesday "9:30-10 pm, period on CBS-TV for next sescon,. Ad- Wertiser probebly would shift ita This Te Show Business into that spot from Sanday 7200-8 p.m. and put Jack Benny program in. Son- day ‘segment, provided comedian willing to do weekly show. SATURATION CAMPAIGN @ For second year Baltimore DeSoto deslere bought eatara- tion camptign, on WBAL Baltimore ‘wm announce 1952 models, Success Is induced dealers to spend 655% of total budget (Continued on page 106) Exhibitors to Unveil New UHF Gear _ NEWEST developments in broadcast and TV transmitting, studio and antenna equipment, Including recently perfected UHF gear, to be shown for frst me at NARTB convention im Chicago March 30-April 2. Manufacturers planning to exhibit many heavy items, including cameras, transmitters ‘and fadiatora. Show will include Exposition Hall 'in lower lobby of Conrad Hilton Hotel (ex-Stovens) ‘plas entire ffl» Noor area. Feature of 1952 show will be joint NARTB- Broadcast Music Inc. display of Americana, Histories! musical documents and signatures of signers of Declaration of Independence and Constitution are included in valuable. coles- tion, which will be protected day and night by armed guards. Arrangements for feature made by Cart Haverlin, BMI president, and Robert K, Richards, NARTB public affairs director Group of mancseripts will include reproduc. ‘ion of original "Star Spangled Banner.” ‘Arrangements for equipment displays are nearly complete, according to Arthur “C. Stringer, retained by NARTB as exposition manager. Convention delegates will attend buffet luncheon in Exposition Hell March 81, ‘opening day" of formal proceedings Representatives and gther indastry_ groupe will have suites at hotel List of NARTB sociate members who have signed for conven. tion partiipation follows: Equipment Manufaeturers—Andrew Corp.; Collins Radio Ca; Dresser-Stacy Co (Ideco Div.); Allen B. DuMont Labs, Television ‘Transmitter Div.; Federal Telecommunication Labs; Federal Telephone & Radio Corp.: Gatet Radio Co.; General Electric Co,, Broadcast & ‘Television Div.; General Precision Labi Gra bar Electric Co.; Klieg! Bros., Universal Flee- trie Stage Lighting Co.; Gray Research & De- velopment Cou; Magnecord Ine} Mfusiolor Ine,} Presto “Recording Corp. RCA Vistor Div.; Wincharger Corp. ‘Transeription Co's, Program & Film Serv- (Continued on page 6) ‘more AT DEADLINE turn page} February 25, 1952 # Page 5 a Os wr teadine PPELE NAMED TO HEAD R'S 20-YEAR CLUB WOR New York instituted 20-Year Club on ‘edasion of station's 80th anniversary Friday, ‘ecording to President Theodore C. Streibert, ‘whi designated J. R. Poppele, vee president in charge of engineering for WOR and WOR-TV, as president of ‘new organization (see anni ‘eisary story page 96) ‘About 89 of AM and TV personnel will be eligible to join new organization, Mr. Streibert fald, adding that 2366 of WOR employes al- Reddy belong to station's 10-Year Club, which ME Poppele also serves as president. Employes eligible for 20-Year Club include Job Bier, Robert Bower, Floyd Bowman, Git Cempbell, Richard Davis, Harold L. Hadden, Philip B! Harkins, Theodore Kasna, Herman ‘Micewell, Alred W. Nilson, Harold Oliver, Ray mind O'Nelll, James M. Reid, Cyrut Samel- 39, Ralph Schlegel, Charles Singer, James ‘Tihodeaux, David V. Walker and Me. Poppele. CONVENTION COVERAGE PLANS EXPLAINED BY A. P. RADIO coverage of upcoming Presidential rcminating conventions will be most extensive in history, John Aspinwall, Associated Preas ‘allo news editor, told Chesapeake A. P. Ragio ‘Ajen.'at annual ‘meeting, held at Annapolis, Mit" RC." Gake) Embry, WITH Baltimore, Dreaided ab president of group, which inclnded resentatives of stations in’ Maryland, Dis Eri of Celamtia northern Vigna and est ‘Weat Virginia hesapeake group will judge annual entries {for awards in fadio newscast contest staged by Virginia A. P. Broadcasters Assn. SNADER L.A. SALES. $200,000 GROSS CITED SNADER Tetescription Seles, Beverly Hills, Will gross in excess of $200,000 in 1982 trom ‘TY film rentals in Lov Angeles market alone. [Figure is based on contracts now in exist- fee: which include a package of 1951 Korda hnotion pictures leased to KLAC-TV, a group pre-World War Ht Korda flms sold to KHJ- snd Library of 200 teleseription 3% minute fsieals shared jointly by KNBH and KHJ-TV. Th latter deal, consummated last weak, KEJ- TTY and KNBH{ share cost on 50-50 baais at ‘eitimated $15,000" for entire library over a fobe Year period, efective March I. KBE has boon telecasting ‘Telescriptions exclusively up now. Other shows included in Washington Spotlight, a 15 minute program filmed in Washington, on KNXT; Dick Pracy, which started Feb. 7! on KNBH and Thin the. Story, twice” weekly documentary on HECA-TV. JEWISH APPEAL FILM IV STATIONS throughout the country to be ‘offered 12 film spots, made in Hollywood re- cently by prominent Sim personalities, on be- Tat of 1952 United Jewish Appeal. ‘The 20- f2cond spots, on 16mm film with sound to meet AW network requirements, publicize $181 mile Son goal in drive to aid settlers in Israel and ‘ ‘Ss distressed Jews in Europe and Near 7 fast,” Films, prepared rough "Los "Angeles United Jewish welfare fund. Rage 6 © February 25, 1982 In this Issue— Appointment of permanent successor to ‘Wayne Coy, who quit FCC chairman- hip Inst Thursday then took job with ‘Time Ine, is up in the aie. Vice Chair. man Pasi A. Waller will teke over for time being, but whether he or someone else will get the permanent appointment isn't setted. It Mr. Walker is moved up, chances are tha Robert 7. Bartley, nephew of Speaker of the House Sain Rayburn, will be famed to the Commiasionerthip. that would be vacant. If not the choice of Permanent chairman may lie among three men ‘well known to Industry! Philip ‘G. Loucks, attorney and one- time managing director of NAB; Ne= ville "Miller, attorney and. onetime president of NAB, and J. Leonard Reinseh, managing director of Cox sta tlona. Paget #8, £4, 20, 22 ‘Two of radio's biggest clients have begun Tew assavlts on radio rates. P&G, the biggest, wants CBS Radio to ext ite nighttime rates to daytime levels. General Mills is working up a spot Droposal to pay stations half their onetime daytime rates for nighttime spots. Page 25. Advertisers bought $217. million worth ‘of television time in 1981-—140% more than in 1950. ‘A preview of an article Bhat wil appear in the TececasTiNe ‘Yeanooox for 1952, out the end of thie month, Page 11, Liberty’ Broadcasting, System claims it ‘waa spiked, sues 13 of 16 bigleague Baseball teams for $12 million damages Zor violating anti-trust laws. Page 27. OBS and NBC have revived the big-name talent proselyting of several yeara ago. ‘The names sre the same: Tack Beany, Phit Harris and Red Skelvon, In Mr. Harris" ease, NBC won out, bat Messrs. Benny and Skelton till are being ‘wooed violently by both net- ‘works. "Page Industyatists are finding it pays off to ‘sole the good will of the communities fn whieh thelr” plants are situated. ‘And radio is the instrament teat docs that Job best. Page #8. ‘When TV comes in the house, does radio {go out the window? Definitely not, Secording to a survey by WSYRAM: ‘TV. Syracuse. TV owners average better than three hours day’ listen i Page #5. Oregon state ‘Assn. annual mosting, Eugene Hotel, Eugene, Ore Fes Bo-aons 1: Western Rod sion Conference, 5th Stonford Us, San Frances. Insitute of Redie Engineers ‘convention, Waldort-Astoia H (Other Upcomings poge 34) Closed Circuit (Continued from page 5) mittee, wants that hearing on political broad- casts held. Problem le current crowding of ‘committee calendar. However, should Senator Bet his way soon enough, oe thing which may ome up ls network poliey of demanding paid time by candidates, His speech fortnight ag0 ‘hich eiticied. networks Is poll NBC’S WNBC and WNBT (TV) New York planning expansion which will focus on new ‘merchandising manager position and Include ‘Addition of two persons each to local radio and ‘TV salen staffs, PILOT reel, designed to. show stations ap- proach Associated Press will use in its planned {elevialon news service, fa in final stages. Date for preview ia expected to be set soon. EXPECT National Television System Com- mite to ask FCC, in about month, for permis. Bion to run public tests on compatible, all-elee- tronic calor TV system. Purpose ia to etab. lish evidence against day (April or even tater), NTSC. seeks FCC consideration. NTSC. en: fineers are determined to run tests long enough fo iron out all bugs. CONCLUSIVE proof TV has not seriously Inurt entertainment industries, except. daring “novelty” period when set is new in home, to be shown in extensive study covering last Unree years, Jerry Jordan, Philadelphia researcher, E’author of nearly-complete analysis covering all"industries involved, including newspapers find magazines DON'T write finis on Hadacol. Several pro- posala to bring back proprietary product in Big way, with radio as main promotion medium, tunderstood to be in works. AFRA WINS WGN CASE ARBITRATION board decided in favor of APRA last week in the long-standing dispute ‘with WGN Tre. about jurtadietion over TV Sound ‘effects men, According to APRA-TV Agreement, sound efects men at dual AM-TV. ‘operations hold AFRA card. AFRA charged ffter ite last contract negotiation with WGN TTV that station delegated TV sound effects te members of IATSE: Exhibitors (Continued from page 5) {cot Associated Program Service Div. Cap: ltol Records. Ine.; Brosdeast Div.; Harry 8. Goodman Productions; Lang-Worth Feature Programs Ine; C. P. Maccregor Electrical ‘Transcriptions; RCA Htecorded Program Serv- feces of RCA Victor Dive; SESAC Ines Snader TTelescriptions “Seles Ine; Standard Redic ‘Transcription Services Ine; World Brosdeast= ing System Tne.; Frederic W. Ziv Co. Screen Gems Ine.; Television Dept ‘Service Organizations—Keystone Broadcast. Ing System; Standard Rate & Data Service; Broadcast Advertising Bureau; NARTB Sta tion Relations Dept.; Broadcast Music Ine, Station Hepresontatives—Jobn Blair Co.; ‘The Brenham Co.; George P. Hollingbery Co; Edward Petry & Co,; The Kate Agency; Peul Market Research Organizations —C. Hooper Inc.; The Pulse Ine.; Standard Audit & Measurement Services, News Service—Astocinted Press more AT DEADLINE we poge 106) BROADCASTING * Telecasting 000 BUCO! WITHOUT GIMMICKS, GADGETS OR GODFREYS . . . independent WNEB gets and keeps the audience! These ratings prove that WNEB, with good programming of music, news and sports, tops 3 out of 4 competing network stations at night, and delivers MORE LISTENERS FROM8 A. M. TO6 P. M. THAN 3 OF THESE STATIONS COMBINED! Network | Network | Network | Network Time | wives | Stan's | Sionon't | Sionon'¢ | Seton’® HOOPER 45.1 18.8 46 46 AUDIENCE | INDEX | 12 Noor-600 pum. December, 1951 2 Sunday Afternoont settee | sar | 298 93 | 13.8 89 Sun. thea Sot. 203, 45.0 13.4 10.8 | 9.3 6:00 p.m.-10:30 p.m. | TIME PERIODS AW OMS TANOING Cuy . MADE EVEN BETTER Once again WNEB will carry the COMPLETE HOME AND AWAY SCHEDULE Of New England’s favorite baseball team. . . THE BOSTON RED SOX! * Yes, in Worcester, independent WNEB gives you consistently good rat- ings! Most important of all, they're ratings you can buy . . . in time periods that are available to you! WORCESTER MASSACHUSETTS Represented by: THE BOLLING COMPANY, INC. BROADCASTING © Telecasting Febraary 25, 1952 © Page? Here’s PROOF of pulling power: WI B ( promoted corn picking contest pulls 000 | | revo 35100! Here's part of the erowd that tuened out for the Indiana. Mechanical Corn Picking Contest which WIBC conducted at Rushville on October 13th 35,000 people, representing all of In counties and every adjoining sate! ‘Representatives of every major farm equipmen manufacturer were there, (00. Said one: “We talked to more prospects in one day than we usually do daring a ten-day fair. Sold more merchandise, too! Here agaia is proof that Tadiana’s first and only 50 KW cadio station enjoys top place in the affec. tions of the 1,077,356 radio families in its 0.5 MV contour area, a loyalty won through intelligent pro- ‘gcaming and a friendly interest in farm affacs. ‘That's why one minute announcement at 6 A.M. (Nov. 13,1951) drew 915 pieces of mail for fone advertiser. That's tS Pai eel Pea oy why WIBC cin help you, 00. See your Joha Blair man im- ‘mediately! JOHN BLAIR & CO. 130 West Washingtn strat. ‘THE NEWSWEEKLY OF RADIO AND TELEVISION ‘Published Weekiy by Brocdcsting Publications, ne xecatve, Eo Adverting ond Chelan Of DEPARTMENTS ‘pen Make eesegonsueckesean TELECASTING Starts on page 69 Rownegey Bye Sonne Sonn, B. Sale nid cae use serra ae BRE e eee Siete QESCAOPR, afttaoott ‘Batts, 1 Hating Rit. Ww oon 2 TA ota sa tomy a fer eee, ST ee ear ADVERTISING: §, J. PAUL: Advertsing RIDE aunt Cob Rasen eprom. Pe eae ee fg Repretntste? Sane Pinkerion ews Eater YorOwTG 7 Harbour Commision, EMDIre 778 Stes Rntngne. ‘Annu sbsciption for S2 weekly ites $7.0. ‘Annual wbteipton Induding BROADCASTING. Your. oak” (St tse) 49206, 00 TELECASTING. Yoorboak (Sah tue) $3.00. ‘Annual whieplon to MEOADCASTING ® TELECAST. ING" ndeding 54 unver 11.26. ‘Add $1.90 per your for Caneion ond forignpatogs, Aegan oe S5Q pat copy Sd nad Sate awe #800 saan plats aes Le Nate Brocdeant Aavertang "Sar Sequire 16d fd Brondcane Reporter n fang, “eet ofee ones sy ring tenn Page 8 © February 35, 1952 BROADCASTING © Telecasting tL BROADCASTING © Telee Official government figures* show that over the years people have put down on the coun- ter for meat a remarkably constant percentage of the money they have to spend. The average for meat is around 54 per cent of the total. In the boom year of 1929 consumers spent, ‘out of each dollar of spendable income, 3% cents for meat. In the depression year of 1933, Where the Mex. reaey $e... this firure was 5¢/s cents. In the prewar year of 1939 it was 54/0 cents. In 1950, the latest year for which figures are available, it was 54 During this time, of course, meat prices fluctuated widely .... but well in tempo with ‘changes in the level of general prosperity of the country. Do Meat Packers’ Profits Influence Prices? The answer is... . they do not. Again, official government figures* (plus a recent Dun and Bradstreet survey) show that out of the aver- age 5% cents spent at the store for meat, the retailer uses I cent to cover all overhead costs and a modest profit, and pays 4% cents to the packer for meat. Of this 44 cents, the packer pays out 34 cents for livestock, 19/20ths of a cent for all ‘of his costs of doing business... . labor. freight, taxes and many other expenses... and earns 1/20th of a cent as profit. This may be paid to investors for use of their money, or for im- provements, or both. The figures include the value of by-products as well as meat. ‘The profit obtained by meat packers is 80 small that it has virtually no effect on the price of meat at retail As a matter of fact, if packers made no profit at all, consumers would be unable to see any difference in the cost of living—either in ‘good times or bad. Comer Arco and Later AMERICAN MEAT INSTITUTE Headquarters, Chicago * Members throughout the U. S. February 23, 1952 Page 9 ANY ADVERTISER CAN AND MOST ADVERTISERS SHOULD Sin! ETI ate en akg EDWARD PETRY & CO., INC. Page |10. © February 25, 1952 BROADCASTING © Telecasting SLUR ANY or ttiaaamens * WFAA Lipa Like the : ’ ae Mountain ; pr res coer Nac Goat... mnt ne fore a d ere oo Cerca sure footing wherever he goes—is sure eet who leaps from crag to erag, who finds footed Spot radio. ers an ed ee id eres rons a your footwork in certain markets? Want aa ane to skip some open creviees, want to scale ee oe age ane eS ors Pera And, it’s easiest of all when you start Seattle id eS Spokane a ee ty KVOO Tulsa ois aed os Do you, as an advertiser, want to watch some craggy peaks? Easy. Just pick out where you want to go with SPOT RADIO. your picking on peak stations like these. TEXAS QUALITY NETWORK 488 MADISON AVE. Pe coe RL Tawa) alia ary) Pst ee ee EE eb ire) PLU tat sed BROADCASTING ® Telecasting Febreery 25, 1952 # Page 11 BLAZED THE TRAIL TO 150,000 OCS a) Be tt ee En eee ere ain Pea eer oe eee ae eee octane ay rn) A eee as aR eae Dollar Buying Potential FACTS PI BEST BUY FOR SPEEDY SALES in North Ohio is WSPD-TV ... The Trail Blazer For Your ier Represented Nationally by KATZ Page 2 © February 25, 1952 HRs Bes account exeeutive, Compton Adv, . ¥., to Sherman & Marquette that city, as vice president and supervisor in ‘charge of Calgate-Palmolive-Peet account CHARLES W. HOYT Co, N. ¥., announces following. staf changes RH. DINGWELL named assistant to. president. succeeding A.W. FARGO Jr, elected vice president. F. J, BECKER elected treasurer ROBERT S. AITCHISON, editor of Industrial Barket- sng marazine, Chiesgo, hae purchased ‘at interest in Shrout Assoc, Chlease agency ALEX COLEMAN elected vice president of R. J. Pots, Calkins & Holden, Kansas City, where he is. scebunt EVERETT H. WOODWARD, partner in Woodward & Co, Binghamton, N. Y, has joined the staff of Aitkin: Kynett Adv, Phila, GERTRUDE VAN HOOYDONCK of J. M. Mathes Ine. 1 the copy depurtment of N. W. Ayer & Sons, Phila. Mr. Aitchison M. PATRICK COYLE, director of produet and style research at Opinion Research Corp, Princeton, N. J. to Campbell-Ewald CoN. Y., 05 viee president in charge of merchandising, research and marketing ‘man at WISV, working under A. D. Willard dr, sales manager and later general manager of the then CBS-duned outlet Along’ in. the HERE'S no firmer believer "Tie tie atm that radi ie the best advertising mecior, from t" standpoint of, cost per thousand contacts nd “results. ently "80s, WJSV hired Artha per-dollar spent, than William D, Godfrey and put him on instead of Murdock, operator of the Wash- Bob Trout as a sunrise ds Jockey, ington advertising agency bearing moving Mr. Trout into. newscast his name, Ing. The idea elieked end Mr. Mur He believes. this so firmly that dock had no troable peddling God- he handles nothing but radio and frey spots at $5 per, soon selling television business and has risen him out, He handled all of the rapidly to a commanding position Godfrey selling until the CBS star in the Capital's Pa eft or New York dio field When Mr Wile Me Murdock lard became, WJSV comes. naturally by Beneral manager, his" “eteetronie con Mi Murdock sue vietions having sold ceeded him as sales radio and TV time manager and aisist In Washington for nt genera! manag: ‘wo decades prior to fe. After 12 years at his “entry” inthe W'S V-WTOP. he mey side of a joined 'WOL Wath- vertising just a ington under the year-andachalf ago. Cowles regime ‘as One of that rare alee manager” and breed. of ‘native Assistant” general Washingtonians manager About (Gorn June 5, 1908), that time Bamberg he has never left er interesis were the city” for any Preparing to launeh length of time and WOIC (TV) Washe wants to stay there ington, later given After Mr. MURDOCK the call letters from Southeastern U-—in Wash- WTOP-TV when the station sas ington, of ‘courae—he went into purchased by the Washington Pose the banking Business, standing in and CBS, a teller’ cage. In this capacity he "Mr. Murdock’s television del fame fo know ano of fhe bank's at WOIC ofered a challenge to ie tlients, Harry Butcher, then gor . * 7 sales prowess, the station being Sop) Wechingten, SY (the fourth and last to open in the WTOP) Washington ‘That's how he became a aales (Continued on page 42) BROADCASTING © Telecasting of the Greater New York Chapter of the President's Committee of the UU. of Notre Dame to act at counsel and advisor to the president of Notte Dare FRANK LeCOCQ, advertising manager of Pacific Northwest Coy Senttle, sto Ruthraufl & Ryan, same city, as account executive RICHARD SAUNDERS and THOMAS FORD join Young & Rubicam, N. ¥,, as producer-director. Mr. Saunders joins agency from CBS Tele vision where he was e director, Prior to hie Y&R assignment, Me, Pord twas a director at ABC-TV. RICHARD H. BELKNAP, Lamb & Keen, Phila, appointed sales and advertising manager of Burton, Partons & Co, Washington WILLIAM E. SURGNER, former contact man with Geare-Marston Inc, Phila. to Gray & Rogers, same city im similar capacity. EDWARD D, CUMMINGS, J. Walter Thompson Co. IN. Y,, to Robert W. Orr & Asioc, same city, as media director. ROBERT A. SHIELD, Hawalian Islands broadcaster, te Woodrum, Carney & Staff, Honolulu, as a director of the company. ROBERT F. GERBER elected vice president of H. F. Westmoreland Ine, which has re-located at 26” W. Michigan St, Duluth, Minn. WILLIAM R_ DAVIS joins ‘the agency ae ‘manager of media and promotion departments. Mr. Surgner GEORGE SELGRAT to Casler, Hempstead & Hanford, Chicago, as pub- Ue relations representative BRUCE K. STABELFELDT, sales promotion and advertising manager of Edward Valves Inc, Bast Chieago, Ind, to Waldie & Briggs, Chi- ago, as member of creative sta. PEG HARRIS, Botsford, Constantine & Gardner, S. F, to Guild, Bascom & Bonfigli,§. Fas assistant account executive and medi head, NORTON B. JACKSON named director of merchandising for Scheideler, Beck & Weraer, N.Y. HAL STARR, general managor, KFGR Forest Grove, Or Short & Co,, Portland, as account executive Joins Hal LEONARD KENT to Needham, Louis & Brorby, Chicago, as chief statis. tleian, tame port he hed at Alderson & Sessions, Phila. SAM JONATHAN RIKLIN, account executive with Pithik Ady, San ‘Antonio, Tex, named one of elty outstanding young men in 1981 by Chamber of Commerce FRED H. FIDLER, vice president and Pacific Coast manager of J. Wal- tar Thompson Co. ras apeaker at San Prancices Fashion Group meet Ing last week on *Television in the Fashion Field.” NAN MARQUAND, actress and manager of her radio-TV package firm, ‘2 William H. Weintraub & Co., N.Y, ns production assistant for radio find television, JOE SACCO joins agency as copywriter. RICHARD 1. CLARK, research director, Brisecher, Wheeler & Staff, 5. F,, promoted to radio-TV buyer. Mr. Clark replaces GARRETT HOL- LIAN, resigned. CHARLES H. ROACH, assistant director of research, named research director. WILLIAM A, FOXEN, Benton & Bowles, N, Y., named associate account executin JERRY SEAMAN, radio executive at Bert S, Gittins Adv, Milwaukee, leaves March 2 for month-long tour of 14 Latin American countries, He will help record interviews. for allis-Chalmers Mfg. Co’s National Farm and Home Hour on NBC. WEIGHTMAN Ine, Phila, has announced removal to new offices on the fourth and fifth floore of 1619 Chestnat Se. BROADCASTING ® Telecasting here are the CURRENT FACTS on Western New Yor radio-ratings 993) OF THE TIME there are more listeners, in 16 counties (including Monroe) tuned to WHAM than to any other radio station." That means just one thing— more advertising impact . more sales... on WHAM! Consult HOLLINGBERY regarding avoilbitier. SOURCE: Pulse, Iney Area Survey of Ost-Nov. 1058 hed The Stromberg-Carlson A | oe bs Rochester, N. Y. I ———— Al Soo Basle NBC—50,000 watts—clear channel—1100 ke GEORGE P, HOLLINGBERY COMPANY, NATIONAL REPRESENTATIVE February 25, 1952 © Page 13 THEY'RE TOPS in promoting the farm radio advertiser's products to America’s most important consumer... THE FARMER. Merchandising the farm radio advertiser's product to rural consumers requires special "KNOW HOW.” These winning stations in Ralston Purina’s Farm Radio Promotion Contest have this know-how. They give the farm advertiser skillful promotion on and off the air... the kind that builds sales... and makes the cash register ring «for the advertiser ... and the station! THE PURINA FARM RADIO PROMOTION CONTEST ‘was open to all stations broadcasting a Purina Chows program. Prizes are awarded to stations that did the most consistent, effective and original promotion on Purina radio programs between October 1 and December 15, 1951. RALSTON PURINA COMPANY ST. LOUIS 2, MO. Farm editor Bob Nonce, canter, interviewing Purina ing odvior Johny De Bush lat, ond Perla store ‘manager Walter Korba in Ressavile, Indiana. Station ‘moneger John Jfirey shown in inset. WIOU, Kokomo, Indiana FIRST PRIZE WINNER... Farm Editor Harry Matti WFBM, Indianapolis, Indiana TIED FOR SECOND PRIZE... ‘Manager Howard Stanley WEAM, Arlington, Virginia TIED FOR SECOND PRIZE... Pai 14 © February 25, 1952 BROADCASTING © Telecasting WWBZ— Vineland, New Jersey WDZ — Decatur, I Fred Wood, General Manager Frank Schroeder, General Manager KTUC— Tueson, Arizona WAVU— Albertville, Alabama Lee Little, Manager Jesse Culp, Farm Agent HELPING RURAL AMERICA PRODUCE MORE... AND LIVE BETTER... SINCE 1894 BROADCASTING © Telecasting KDET— Center, Texas Tom E. Foster, Manager HONORABLE MENTIONS: Corroliton, Alabama Mullins, Alobama Nacogdoches, Texas Becowse of the exceptional quality of al tmiven the jdger” decson wos not 0% he mages oak thot we congratuote the ‘mony other stations entered inthe ont February 25, 1952 © Page 15 “The Prestige Station of the Carolinas” GREENSBORO, NORTH CAROLINA Look at part of WBIC’s potential out-of- home audience! In addition to 186,870 radio homes in WBIG’s Sixteen County Market,* there were 279,436 cars Sept. 30, 1951.t ‘The composite result of 4 spot checks** in Greensboro and High Point, N. G, covering 6,474 cars revealed 64.7496 equipped with radios. SOURCES: BMD Study Ne? tN. C. Dept. of Motor Vehicles ‘Va. Dept of Highways He, Middleton & Neal Represented by Hollingbery 5000 Watts CBS Page 16 © February 25, 1952 Spot vee SHELL CHEMICAL Co,, N. Y., scheduling radio campaign in tobacco ‘area £0 Inunch new tobacco plant insecticige. Ageney: J. Walter Thomp- fon Co, N.Y. CORO FASHION JEWELRY, N. ¥., starting TV spot test effective today (Monday) on Dallas and Ft, Worth stations for 13 weeks. All ree video outlets in the market will be used, KRLD-TV, WFAA.TV End WEAP-TV. Agency: Wyatt & Schuebel, N.Y. ‘THOM MeAN (shoes) planning saturation campaign March 20-April 12 {in southern markets, Agency: Neff-Rogow, N.Y CUNARD STEAMSHIP LINES, N. Y,, looking for spot radio avail- abilities in major markets only. Agency’ Cecil @ Presbrey, N. Y. LOG CABIN BREAD Co, L. A» (Mll-0-Bran bread), started first phase ‘of concentrated radio-TV. spot announcement eampaiga with 292 spots fon KHJ Hollywood and KVOE Santa Ana and 25 spots on KNXT (TV) Hollywood. Agency: Dan B, Miner Co., L. A. AMERICAN OIL Co,, Baltimore, looking for radio spots for tentative ‘campaign extending from Maine'to Florida. Agency: Joseph Katz Co., Baltimore, DRAKE AMERICAN Corp, N.Y. (Dairy Box Chocolates), has started spring camphign by purchasing participation time in five diferent TV shows in N. Yo market. Agency: Abbott Kimball Co, N.Y. QUALITY IMPORTERS announces completion of spring campaign plans for Weleh’s Wine involving half milion dollars, Agency: Al Paul Lefton Co, N. ¥ SPANDY Inc., West Orange, N. J, starting March 6 will use a TV spot campaign in Philadelphia, Baltimore and Warhington. Agency: Lewin Williams & Saylor Inc. Network aoe PROCTER & GAMBLE Co., Cincinnati, will sponsor Tues. and Thurs segment of The Egg and Ion CBS Television, 12-12:18 pam. EST, efec- tive Feb, 25, Agency: Compton Adv. N. ¥. COLGATE-PALMOLIVE-PEET Co. to replace Kings Row on NBC radio Mon. through Fri, 11:30-11:45 am. EST, with Bob and ay. Bifective ate not announced, Agency: Wiliam Esty Co, N. ¥. SEARS-ROEBUCK Co, Chicago, sponsoring two shows daily on LBS: March of Time, a news broadcast originating from New York, and a program featuring singer Franklin Kennedy, ared from Dallas. Agency: 3. Walter Thompson Co,, Chicago. COLUMBIA RECORDS Inc, N.Y. to sponsor Tues. and Thurs. tment of GBS Television News, 7:30-7:45 pin. BST on CBS Television. ‘Agency: MeCann-Brickson, N.Y. AMERICAN BAKERS Assn, Chicago, began sponsorship of Hellywood ‘Star Playliuse on NBC radio, Sun, 65:80 p.m. EST, effective Feb. 24, ‘Agency: Foote, Cone & Belding, Chicage. AMANA REFRIGERATION Inc, Amana, Iowa, to sponsor five minute programs preceding Liberty Broadcasting Systems 1952 major league Baseball on full network. Agency: Rutledge & Shideler, Long Bese Calis. Agency Appointments « « « LEMON PRODUCTS Advisory Board, consisting of lemon processors of California, and with advertising appropriation reported as around $00,000 annvally, narse MeCann-Eriekson Ine,L. A. HORLACHER BREWING Co, Allentown, Pa., names W. Wallace Orr Ine., Phila, effective March 1 SPRECKELS RUSSELL Dairy Co, S. F, appoints Emil Reinhardt Adv., Oakland, Cali INTERNATIONAL Shoe Co, St. Louis, names Henri, Hurst & MeDonald, (Continued om page 98) BROADCASTING © Telecast Lcd Ly La 7 oe (LEY (7 a LGB LRN the station with fhe greatest daytime coverage in the state of ARKANSAS. The Arkansas Farm Market is RICH and GROWING! For the first ten months of 1951 Arkansas farmers received $72,440,000.00 MORE from crops and. livestock than they did in 1950. The comparative figures show: For livestock, $172,000,000.00 in 1951 against $139,000,000.0 This responsive market—able and with the greatest daytime cover 50; for crops, $241,000,000.00 as against $202,000,000.00, to buy—is best reached by KLRA the rodio station KLRA<«s THESE PRODUCTS TO ARKANSAS FARMERS 10,000 WATTS DAYTIME 5,000 WATTS NIGHT 1010 KC - CBS RADIO BROADCASTING * Te 1 1 1 1 1 1 1 1 1 1 1 1 1 ' ' For the Complete KLRA Story Ask any O. L. Taylor Office Ha FAN LITTLE ROCK February 25, 1952 © Page 17 OVER 1,000,000 PER DAY WRC cudience surveys ‘mean something more than possive listeners, Daily and Sundpy “circulation” is olso mecsured in terms of re- sults over the counter for codvertizers Morning, noon ond aight, Washington ores peoplle tune to the continu- jing bditions of WRC-NBC. Combined totol listening ‘gees well over nine digits +9 tremendovs audience for your commercial mes toge. THe entire WRC schedule represents a range of pro- ‘gramming to fit any sales requirement. WW THE NATION'S CAPITAL YOUR BEST BUY IS FIRST in WASHINGTON WR 5000 Watts - 980 KC Represented by NBC Spot Sales Pape 18 © February 25, 1952 eo ff feature of fhe week WHEN “Pirate Jose Gasper and his Krewe" sailed into Tampa port, Stefinen of WELACAM-PM Tampa joined. the ineaders to. give. that ‘ity the most extensive radio cover- tage of any special event in Tampa's history Six announcers, working) with remote contrat equipment, mobile {ransmitters and handie™ talkies covered every important. point of the “invasion” and the entire Ga- parlla Carnival held im connection Sith the Florida: West Coast page Listeners heard Announcer Gor don Sole, dressed as 2 pirate of Yore, talk above. the shouts and Funshots of "businessmen-ttrned+ Errouslyy from Nigeng of one of Satie with Randie talkie he the pirate ships ited cboard pirate ship. George W. Harvey, WFLA gen-tlon’s planning, produetion and eval manager, supervised the sta operations for the event. haz been materially strengthened. He attributes large part of n= creased spot bilings to advertisers Stho used TV exclusively Tast year End ave now going back into radio With. a good portion of thelr dee Radio, brie common’ with O18 Ir. Bagie hasbeen studying broadcasting’ competition profes: Slonally for two decade. Before that, as a \commercially-minded Delta Sigma Plat Northwestern U., hhe majored in commerce. and. adc vertising and was, businessman: ager of the Daily Northwestern ‘One of two students to be chosen after" graduation in 1981 by the he took an. inten alee taining courge at quarters and_re ARTHUR BAGGE, turned to Chicago as a lenman, ADTO han been dard nit in Domine South Chingy disc ADIO has been hard hit in anager before leaving 204 years Bamge in suburban Wilmette, '° U0. That secuse Mee Bagge, x Then A: > Nicuen beckoned top salesman at Free & Peters’ €t. Bagge to sell his food and Sheng ote, pense in he eee. dre Indes, ‘and he "beats path trical hobby, and has blown every ffom Cumberland, Md, to Denver fase in the place for the pant fous. and from Minnesota. to the ‘Gulf teckend for two. yearn intr working Nevertheless loyal to the medium directly with Mr. Nielsen in New yeNich betrayed him, domestically, Yor, a5 ervie erective to na: he sees a bright future for radio tional advertier clients. He next fren without roce-colored glasses, joined the Hearst organization, In his opinion, rising. television hattling the southwest sales ter- costs have shown Alas the most ‘itary for the American Wee Sconomical "method of reaching where he stayed II. years anti Sere et conic the sae seit joining Free & Peters in 1948, Timpelen netting to pay of, Although be wat hired “as co and" stations’ local progremming (Continued on nage 90) : SAVANNAH | LOOK AT | THE CEM STATION! MORE SPOT ADVERTISERS USE WTOC sy” because WHERE IT COUNTS. DOES THE BEST JOB a. IN SAVANNAH b.IN CHATHAM COUNTY c. WITHIN A 50-MILE RADIUS OF THE city. WTOC SAVANNAH, GEORGIA 5000W 1290KC CBS eg The Katz Agency, Inc. BROADCASTING © Telecasting To sell Cereal to inland Californians (end wester Nevedons) Cereal or soap, the way to sell in inland California and wester Nevada is. .. on the BEELINE! It's the five-station radio combina- tion that gives you THE MOST LISTENERS — More audience than the eleven other leading local stations needed to cover inland California and western Nevada, (an state Aree Report) LOWEST COST PER THOUSAND More audience plus favorable Beeline combination rates naturally means lowest cost per thousand listeners. (®MB and Standard Rate & Data) ‘Ask Raymer for the full story on this 8-billion-dollar market—inland California and western Nevada. McClatchy Broadcasting Company Secunia Coo Pel H Reyer, Newel Repnate ‘Aloted with Inland Calilori's 2 Leoding Pope THE SACRAMENTO BEE THE MODESTO EE © THE FRESNO BEE A million people listen to the Beeline every day BROADCASTING © Telecasting Febreary 25, 1952 4 Page 19 Qe ... half the size... better performance Acain, RCA Broadcast Engineering sets the pace— ‘with a superior "I-kw” that takes less floor space than «any I-kw AM model nowarailable, Operation is reduced viewally co “switching on” and "switching off." Run: fing expense is next t0 nothing. Unlike “warmed over” versions of conventional broadcast transmitters, Type BTA-IM is totally new — from inpus to output. For example: New type horizon: tal sliding doors chat never extend beyond the cabiner, Front or rear—save more than 1213 square feet of operat- ing foor space « One tuning control for the entire trans ‘mitter « One power output control + Only 15 cubes used cheoughout (just 4 types to stock) + The one and only I-kw AM vith an allaluminum cabinet (erant- ‘miter weighs less than half as much as other modera, Lkw9) ‘Type BTA-1M is ready for immediate shipment. Ask your RCA Sales Representative for complete details! TT Tee Ml Ted VT OM LT | Pre eae tee eee Pr ae Bouquets for W-IT-H’s emphatic selling! ‘A Baltimore distributor of home appliances writes: “The brisk movement of our product is attributed to a concentrated series of dealer-sponsored spots on WITH. WITH announcers come in for bouquets for their emphatic selling!” Yes, local folks know advertising media best. And remember, WITH carries the ‘advertising of more than twice as many local accounts as any other station in toun! ‘That's because WITH produces low-cost results. WITH can do it for you too. Let your Forjoe man give you the whole WITH story. WITH § TOM TINSLEY, PRESIDENT + REPRESENTED BY FORJOF AND COMPANY Page 22% February 25, 1952 BROADCASTING © Telecasting VOL. 42, No. 8 WALKER FILLS IN FOR COY By SOL TAISHOFF UNCERTAINTY, unrest and near pandemoniam pervaded. broadcast Circles last weekend with the aud= den resignation of FCC Chairman ‘Wayne Coy, effective with the love of business last Thursday. ‘The resignation came as the FCC was on the last lap of thawing the to etal national policy for television. There twat feat that the resignation of The Commission's “strong. man” would result in further delays in Processing of the allocations which Would bring repercussions from Jembers of Congress, gouded by television-hungry. constituencies. Mr. Coy's sudden action was taken to permit him to. become “tree agent” in negotiating ‘his return to private industry. He left ington Thursday afternoon— within four hours of his visit with Prosident ‘Truman—for New York, where on Friday he contracted 19 Become the. television conaultant of Time, Ine. (see adjacent. box). He ‘was accompanied by Philip G. Loucks, Washington attorney, former managing director of the NAB end personal friend, Interim chalrmanthip| of the Commission. Immediately fell" to septuagensrian Vice Chairman Paul A. Walker. It was thought possible chat he would be named Mr. Coy's successor and. that ‘new appointee ‘would be named t0 the Commission ‘body. ‘The only other Democrat on the FCC, with Mr. ‘Coys departure, is Commis sioner Frieda 1 Hennock It wat doubted whether Mrs Coy recom mended her appointmentin fact the epposite was believed likely because of diferences of philoso phy. Miss Hennock’s strong advo. acy of Renerous reservations of y's Govern tment Service—pege’ 32 Biography of Taterim Choirmen Walkar—poge 32 FEBRUARY 25, 1952 Coy Joins Time, Inc.; Remains ‘Free Agent’ ANNOUNCEMENT will be made soon that former FCC Chairman, Wayne Coy has been retained by ‘Time, Ine. as television con sultant effective April 1. It is understood the retainer is rately $25,000, Mr. Coy’ will continue to live in Washington and will shuttle between his home and New York. "The arrangement does not preclude hie engaging in other activities It is expected he rin Indiana, his home. Sulting activt 'Whife'no announcement was made, it was learned that Time, Ine. (Time, Life, Fortine) Intends fling applications for the maximum ‘number of five television stations in strategic markets. Time, Tne. tise may seek to purchase existing brondeast properties. Sumably, will be Mz. Coy's principal activity. Mr. Coy is 2 UNF booster and that may be the Time, In. pitch. The Washington law firm of Plerson and Ball has been retained by Time, Ine. to handle ie. communieationt faire. ‘Mr. Coy, Tong desirous of re-entering the newspaper feld at = partnership or ownership level, ix known to be considering. pos: ible connection” with the Lafayette. ind.) Journal Courier, owned by the family of Henry W. Marshall Jr. ‘This newspaper, ‘with 41,000 chreuation, i in BF. Cosa home state, where he worked pers and held public office. ‘Mr. Coy also might negotiate of an interest in broadeast properties, ts thought. ny didnot enter Into negotiations with Time, Tne. until ‘Morning —following his surprise “resignation of -the receding day. He left for New York ‘Thursday. afternoon with Philip G: Loucks, Washington attorney and friend.” A number of proposals had been under consideration by Mr. Coy, it Se Inderstood, seeks 25% as against the roughly Strongly backed for the Coy va- or earmarked by the FCC), ft lg cancy to lla term as Commis believed, would Invelgh agsinst her sioner which runs until June 30, appointinent. 1968, ie" Robert: Bartley, execu. WAYNE COY...retlgmsas PAUL A, WALKER . . . interim ‘chairman chairman) BROADCASTING © Telecesting Bartley Likely Appointee tive asntant to bis wnle, House Speaker Sam Rayburn. Mr. Bart Icy who knows the radio ropes te hin ard year. He served with the POC in 1984-1997 es director of ta then ‘Telegraph Divison itteroard be beat a vce prec dent ofthe Yankee Networ nd, in'1969, joined. NAB. ay director of war activin, faving in 197 stor serving as) PI department finector, In 1005 he was tn nue. eanfal applicant for 8 ration fm floanten, Mr. Bartley has been mentioned tor Demecratic vacancies on the GC for several year® with the ‘rong. endorsement of ha ditine fshed uncle He has sh rallied onsderabe.” Congrestnal and Sroaceater support Other Names Considered But there were other names De- fore the President. These were for {he chaleanabip however partie Sinsy ithe lett of Mt. Wakers ‘hity dor retirement after ene fiowous ervice on the FEC sine Sis'cweaton in 1004 "THe at tncerined to" neu NAB managing director from 1033 Sout Tad tinea boon tn ‘askngton lew Pectin Sew," Warhgtn ‘of Vice President Alben Barileyy Somer mayer ef kei (Continued on poge 24) ROBERT T. BARTLEY .. . new Commissioner? February 25, 1952 %+ Page 23 | wate Fills In 2 (Pontinued from page £8) frst paid president of NAB (1988- SEL? Unueretood to. beve be Seeted a vcommisslonershin, Millpe. several months A89 preped ‘interest inthe ehair= hi. ‘i]lednard Raich, 43, managing aireptor af the ad tele Selde stations ertonsl anfoitise tn the 1944 camps Bis lessumption of fle. In 1883 Bretton Aone he ead ‘hese weeks ago mhen Me Relnec Raspa"one ‘sit with the Chie Bxefuure “Ajother name discussed at the hfe: Howey it wan Tenrned, was ral] counsel of the PCC (N02) who] recently became head of th Stuf ‘Detense’ Plante "Admin on] Brig. Cen. Taylor served a hie prosecutor of the Naremberg = of President ‘roman rire law practice In New Yor! Mr. REINSCH. Mr. MILLER Mr. LOUCKS Nomes of these three men are understood to be on the President's desk for consideration as “permanent” chairman of the FCC.” Presumably any appointment sould be upon the later retirement of the interim ‘chairman, Paul A. Walker. ark. horse” tions in anticipation of his future” adequately provide for his family. ‘ted[ Washington. Tein understood the Prenisent wants to keep him at DKA and that he Taylor, who has fetgned" Mn law ofie, intend re ‘Tiere was talk of the post billy of NARTS Boerd Chairman ‘and [General Counsel Jastin Miller being enlled tothe’ post. This, howdver, was regarded'e8 a “long shot} Mr. Miller, whose plan for trenfual retirement from NARTS was evolved at the Bandera, Tex., Doasp mesting a fortnight ago, had Deen] offered the Attorney-Gene Mr. Coy's surnmaty ‘resignation —onsual in government annals ‘vas regarded aa in keeping with his Strict sense of vethick Bnosvcasrino'* Truzeasrine that he asked for forthwith acceptance (of his resignation to Permit Rim to Interest_might conflict” "This led to the speculation that planned new. employment would place him in the present or poten- employment. He told He {Toh and the In terminating his four years FCC chairman, Mr. Coy told Pres dent Troman that his meager re Eourees “are much too near the ing point for comfort. lent, In his “Dear Wayne” ree ited the “ironie story” of inadequacy of government salaries snd paid to. Mr. Coy highest trib tte for his stewardship on a job Which required. the. patience “of isdom of Solomon, af ‘well"as judicial balance, tact, dis He has one son at Amherst and nother in prep schoo. Mz. Coy, a protagonist of TV from the start of the medium, had ‘been epproached several Umes re garding. possible “connection with that fea through NARTB TV. As recently asm fortnight ago, the ‘question waa discussed in prelim tary fashion by the NARTE TV Board of Directors. Action was nat taken, however, because of the ab- fence from the session of George B."Storer, president. of the Fort industry Co, who, ae chairman of The alship by President Truman, onl cretion, Integrity’ and common Eoage the project abandoned. final approval had been given to sense.” He acclaimed him for a 8? informal committee, was to have ‘Afother “constantly recurring the highly controverted TV alloca job "well done.” (See text page 52). discussed’ the “matter with “the amp was that of former Senator tions. It was evident that he did Tt has been an open seeret that board. Mr. Storer was in San An- Frafic Graham, North Carolina net wish tobe confronted later Mr. Coy contemplated elinguish- tonio st the time of the nearby Nev Dealer, and former president with ‘the charge that there had ing the FCC post because of his in- Bandera mesting (Feb. 18-14), but of tye U- of N.C. This also fell been any “tailoring” of the alloca: ability, with 'a $15,000 salary, to (Continued on page $0) IRONIC STORY OF COY.......... WAYNE COY'S resignation as chairman of the FCC was typical of the man. He wanted 1 free agent to negotiate for » position in privpte business without the involvements. of Folding public fice. So he resigned. “im ‘medjately”—a_ resignation accepted by Presi- ‘en Truman with great reluctance, but with the reallzation that he could no longer ask Mr. Coy ta cpntinue in oflce at great personal sacrifice ‘The FCC was and isin the throes of winding ‘l-month freeze In TV. Wayne Coy de- clingd to talk terms, while holding ofc with fny|organization of group having licensee fatye or potential. Te was, therefore, « deed of epurage, to leave without a definite commit Something. almost without precedent in ‘Such i hia senee of thes ‘on TV operation nd, In the last few as made unsuccessful passes at net- newspaper In hia home state of Tadians, tomb day returning to Federal polities. “His ‘Timp, Ine, arrangement dove not preclude this. ‘There is concern that Mr. Coy’s resignation may further delay the lifting of the TV freeze. ‘Thaf isn't necessarily #0, “Whoever hie sue: Cesspr as chairman (and the Togieal move ‘would be the temporary elevation of Vice Chair= Pagd 24 Pebrnery 25, 1952 man Paul A. Walker), it should have tittle Searing on the final allceations, It would take fn onorval man, indeed, who, at this late date, ‘would attempt to vote on the alloeation, after many months of FCC consideration, ‘The FCC stall has boen working diligently toward's March 18 deadline. twill continue to'do eo. ‘The Commission has thus far side- stepped political thrusts. Tt ean continue to do 20. ‘Most of the freese-end Job has been done. The fina! vote hasn't been token, however. And that is the vote that Mr. Coy lt impelled to ‘avoid before talking private business to private people. Mr. Coy's departure gives no succor to the deutional TV tealota He felt there was merit te their cause—to the extent perhaps of 10%, if they could make the final showing. We think hhe was wrong, but it was his mature judgment. ‘There's no doubt that Mr. Coy was a stable lieing influence, particularly during considera tion of the TV allocations. ,He kept things moving. He gave the staf? direction. The roundwork is laid. ‘There's litle likelihood Uf undoing that which has been done. Ms. Walker's successorship to the chai thip can be regarded as both automatic and temporery.. AU TI, he cannot be expected to cope with the rigors of that ofce for long. He has passed retirement age. It can be expected that'he, of his own willy will step aside for 8 AN EDITORIAL younger man before many months elapse If Robert. Bartley, Sam Raybura's nephew, receives the appointment to the Commieion, it will be well eceived. He doea not aspire to the chairmanship. His background equips him for a commissionership. “He is Young, experi. fenced ‘and bright. He knows radio’ and he Knows ‘government. “Those names mentioned for the “permanent” chairmanship would. meet general. acclaim. Neville Miller "or Leonsrd Reinsch or Phil Loucks. They are experienced hands in broad- casting. They” know the regulatory” front— ‘rom tho other side of the fence. ‘They are ma- ture. Any one of them would be a tenstrike, Mz. Coy left the PCC with Presidential and Congressional acclaim accorded few men. Pret Ident Traman lamented the inadequacy of gor- ernment salaries for key men. He alld him sn" "ideal” public servant. Hie characterized his administration as memorable for efleieney ‘and protection of the publle interest. Hard-bitten Sen. Ed Johnaon, chairman of ‘the Senate Committee which sits aa the FOC ‘watch-dog, regretied the resignation, He spoke of Mr. Coy's “forthrightness, his great courage, Tria refusal to bow to all sorts of preseures He lelew of his frail health and his obligation twearn more for hie family needs, ‘Thote are the words ringing in the ears of former Chairman Coy. Unusual words sven {or a job well done, BROADCASTING * Teles: NEW RATE ASSAULTS on radio's rates at ‘oth the national spot and network levels were being mounted last week by two of radio's heaviest Spenders_Procter & Gamble and General Mill, ‘While No, 1 timebuyer Procter & Gamble sought to push CBS Ra- o's nighttime rates down to da ‘ime level, General Mills waa piten- {ng a national spot campelgn which, though sarpessing $260,000 in ag” regate, offers stations -one-half hele one-time daytime rates as ‘payment for nighttime spots. ‘The succegs or” failure of the drives could not be foretold Inte ast week. The only thing on which there appeared "to be substantial agreement among observers. was ‘that if these demands for special eoncestions are. successful, radio ates generally face another down ‘ward ‘spiral, ‘There could. be no oubt, it was felt, that all adver- tisers! would level equivalent and perhaps greater demands, The all-radio Aiiates Commit. tee ‘under Paul W. Morency of WIIG Hartford, formed: almost 8 year ago under ‘the impact of im= pending network rate euts, pressm- ably wil consider closely the impll- tions of both the P&G snd Gen- Mills "proposals at its next imecting. "This wat sot last week, independently of news of the two moves, for March 10-11 in. New York [B*T, Feb. 18}. Resisting PAG Bid CBS “Radio meanwhile ws lnown to be resisting Use Procter €.Gamble bie, which involves three acrosethe-borrd nighttime shows hat last year represented “gross billing” exceeding $8.5 milion for the network. P&G’ chief argu ment ‘was that the shows—Lowell ‘Thomas (6:45-7 pm), The Beulah Show (1-1:15 pan), and Pho Tide ‘Show (7:16-7:80 pam)— have rat- ings comparable to P&G's daytime strips on CBS Redio and that con- sequently the time should be priced equivalently. ‘Though the preliminary diseus- sions: were understood to have in luded”at least a tacit threat by P&G to iet the three shows drop at ‘the ond of current contracts, CBS adlo authorities took the view th in lange part the demands. cons tated jockeying for the best terme pomible, rather than an outright Ehreat. Aa businessmen, P&G of- lala se. well as other advertisers fare inclined to dieker, and in the fase of P&G have done 20 tradi- tonally, it was understood. Since present contracts extend tm June 30, t-was pointed out, net- work and client have at least until May 1 to come to terms. ‘The General Mills plan, described as an unprecedented mass venture {in ‘summertime spot advertising find suid to have been developing Over a period of several weeks, re- portedly would give the client the fquivalent of approximately © 60% BROADGASTING’ * Tele? ATTACK discount. Briefly, the plan was said €9 work thas? For a period of 18 to 17 weeks, General Mills would bay five spots day, on perhaps five or six days weekly, with four of the spots to Tall in Class A time and the other to be placed at e time when entire families might be expected to be Iistening. ‘Though four of the ave would be in Class A'time; stations wrould receive one-half their one {me daytime rates for each spot. For example, it was said, on a station having regular rates of $30 for # nighttime spot and $15 for a" daytime spot—vith minimum discount priee of $22.50 and $17.60 Fespectively—an order of this volume normally ‘would ‘produce round “$101 per day after all Fegular ratecard discounts. Under the General lls plan, it was est- ‘mated, the yield would be nearer $87.50 per day. ‘What success the frm has had in ita. preliminary” approsches to Stations could not be astertsined Tt-is reported to have met with ome turndowns. "But the real drive apparently is just getting under way. Knox- Reeves Adv., of Minneapolis, re- portedly was preparing to pat a Hmebuyer on the read to take the propoultion. to. stations on behale Gf ite client, whieh plans the eam- paign to. promote Wheaties. ‘Presumably this spot campaly would replace the whiriwind sum Mertime network radio. drives ‘which "General Mills initiated in 1980. (BT, March 27, 1960] Lowry Crltes, director of radi and TV programming for the com. Dany, said plans call for use of robably 40 to 0 markets, with ap- SYRACUSE RADIO listening continues to play ‘8 prominent role In the daily lite ot TVbset owners, averaging 307 hours per day per home, according 15 two separate surveys conducted by WSYR-AMTV Syrecase. ‘There's only one activity in the 'TV home that consumes more of the household's ime—viewing TV fan average of 452 hours per ay, it vas found. ‘The continued importance of ra- dio listening’ was found by con. {acting © random sample until « thousand. TV homes. hed. supplied Information on radio and TV lis tening habits TER. Vadeboneoear, WSYR vice president and general manager as, ‘well as NARTB director-clect, de- ‘cided to make the study to see if competitive sales arguments of ‘other media had” any. foundation Because radio and TV actualy are competitors at WSYR, he. under took a documerted” analysis. de- signed to show the listening furesin the city’s 67,000 homes. Hor found aftet contacting 500 wera a Readied by P_& G, General Mills proximately 900 spots per week per market over a. pevled ranging From about May 4to.Aug. 16. In Some ‘cates more than one 3 tion per market will Be aed “As in the ease ofits big network summer campaigns, the plan has for stations the attraction of com= Ing ‘Ina period when schedules normally” are slack and revenves down. But veterans felt stations Should be reluetant to entertain it, remembering leaner” days when ome outlets yielded to the hare of business at cut, prices and found ‘themselves faced with similar con- cation demands from their other vertisers. Bide For Reduced Rates Procter & Gamble's bid for e- auctions in the rates of ite night time shows on CBS Radio was made In conferences of advertiser ‘and agency officials with President Howard 8. Meighan and other key network executives. CBS President Frenk Stanton sat in, parttime ‘Apparently none of the other radios networks. haa been ap- proached by P&G with similar de- ‘ands. ‘The company’s only night time shows are the three on CBS Radio ‘With reference to their ratings, advance Nielaen ratings for the ‘Week Jan. 6-12 gave Lowell Thomas in average weekly rating of 65: ‘The Beulah Show 84, and The Tide Show 12 'By comparison—and It, is com- perability of these shows’ ratings with those of P&G daytime strips that Is among the company’s argu ‘ments for comparable time charges P&G's daytime programs on CBS Fagio had the following ratings "Rosemary (11:45.noon) 5:25 in SUR VE Y Reaffirms Radio’s Po: the 12 pm. block, Big Sister had 6, Ma’ Perkins “7.0, Young Dr. Malone’. and Guiding Light 1. ‘while Perry Maton (2:06-2:30, Dam.) recorded 1.2 and Brighter Day (2:45 pm) 2 62 ‘Agencies onthe evening stripe are Compton Adv. on Lowell Thom: ‘Dancer-Pitzgerald-Semple on Beulah and. Benton & Bowles on The Tide Show. Presumably by coincidence, P&G's sand General Mills moves came on Iya litte less than a year from the time last years round of reduc tions in network radio time charges — “averaging. about 10% — was touched off by CBS Radio's an ‘ouncement that it would eut rates by that much. ‘Te was not known to what extent, it any, P&G may have been inf” ‘need in its present bia by network ‘Mlliate negotiations currently be- ing conducted by NBC radio and CBS Radio NBC's as yet unaucr cessful effort to adjust the network fates of its affiates according to its basic economic plan, and CBS Radio's renegotiation of afiliation contracts to secure rights to adjust. Fates on virtually a moment's no- flee’ if" competitive developments dictate, ‘While NBC is known to be ox- perlencing dificulty in securing ac- feptance ‘of its proposed. adjust- ments, CBS Radio oMciels sey they are making satisfactory progress Procter & Gamble, year in ay veer out the top buyer Of radio net- work’ time, purchased. $15,169,696 ‘worth (at gross rates) during 1951, ‘hile General Mills wae sixth ‘trong the top radio network users ‘vith purchases totaling $8490,270 {alo at grose rates) ion ‘TV homes that radio listening bes ropped. only $096. in television vastly alifer- cnt from the claims of many ad. Vertisers, egencies and printed me- Gia, A ‘second aurvey confirmed results of the frst. "These adeitional results eame out of the surveys © Combined average attention te Tadio and TV in TV homes is 7.58 hours per day, indicating TV fig supplementing rather than re- placing radio us'a source of infor” ration and entertainme (@ There are more radio sete per ‘TV home then nom TV home 2.4 sets to. © ‘Two oat of threo homes in Syracuse have a TV set. (© Average length of time of TV setrownership In a three-year-old ‘TV market is 15.2 months “

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