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JAY I UN Ptig' , LIBRACITREFS
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TelevisionTHE BUSINESS MAGAZINE OF THE INDUSTRY
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you say you want more for your money?
I (II'rur II but (1(i.
Through the courtesy and kind permission of the Texas Company.I'm gonna offer something all you men will like . . .
something no one's had before . . , something that's the thrill of a lifetime.
It's the genuwine highest Sponsor Identification ever distilled by Hooper -95.2 proof :
Now, friends, just a minute. You say, how can he do it . .
what's the catch. You say you're still not satisfied.
It's simple, kid. Dazzle your tip with fun and frivolity like on theTexaco Star Theater . . . Hit 'em with Kudner's tremendous commercials forSky Chief and Fire Chief Gasoline, Marfak Chassis Lubrication andHavoline Motor Oil-and shove yoWr pitch on NBC Television, of course.
NBC Television
a
5IV
NATIONAL BROADCASTING COMPANY 30 ROCKEFELLER PLAZA NEW YORKA Service of Radio Corporation of America
DO THE STARS INFLUENCE YOUR SALES?Hundreds of millions, in their homes and in
their daily life, copy what the Starswear, eat and use.
pro, from Nun../ ,.111trig release of Porti ttttttt nt Polar. Inc.. .starring!fortiori: Sturitrvek and Burt ImocosterHal Wallis productiort-teatch for it!
The quickest sav for coo to interest the Stars, and the motion picture writers, producers
and directors. is to sell them rirt KTLA. For televis' is Hollywood's hottest interest
-and in Hollywood, tele% 1,1./11 Mean, KIT% ... on the air every afternoon and evening.
sell Hollywood and you sell the %%odd!
* ---AIN4-<_* KT LA **-* P4-----*if a/untpley *
1116114$4 A KEY STATION OF THE PARAMOUNT TELEVISION NETWORK
KTLA6feez.5-717/1-6-alemlaw,in,#4vavee
Hollywood Studios 5451 Marathon St. H011ywood 6363New York Office 1501 Broadway BRyant 9-8700
\the C.
TV Network,,
A cclerg:.hearer
Starts Sep . O'i thev,hitower.MED'
WWI -TV 'Key Link A
Tieuptiph,)Cie
In 5-Station plo:
The NationalBroadcasting
lial)
Co.'s MidwestTelevision
Net-Vnci`'
work, comprisingStationgt'
WWeVrV.TrieDetroit 'News,
and.,
lour other televisionstations,,i
op -
will begin regular program
erations Monday,Sept. 20, I. E.5.,; k
Showerman,NBC vice-president.
in charge of the central division,\ is`I'll
announcedtoday,
'cc
Other TV stationswill iota the \
EE'-ii51 ClilCAGOnetwork later.
Plans for the network operof:
a-
bons weremade at a meeting
NBC and stationofficials in Chi-.;
cago Monday.Showerman
said.
NNTWITV andthe St. Louis sta:
lion wouldserve as key program i
origin points.with a minimum of!
12 hours of programminga week.
during the early stagesof opera.1
lion.
"HISTare part ofshowmanship
rho fact that WWJ-TV, first television station in Michigan, has been
designated a key link in NBC's Midwest Television Network is no mere
happenstance. This recognition of WWJ-TV leadership is the result
of pioneering and showmanship that has characterized its operation since its
first historic broadcast. Here, then, is another addition to the spectacular
series of "firsts" that have been a WWJ tradition for 28 years. It is
little wonder that WWJ constantly maintains first place in the ears and eyes
of the loyal Detroit audience that comprises America's fourth market.
first in Michigan . . . Owsd end Oprrd by THIE DETROIT NEWS W W JNational Reprisnlatives: THE GEORGE P. HOLLINOBERY COMPANY NBC TELEVISION NETWORK
ASSOCIATE AlAFAS STATION WW1
September, 1948
He who 'Televisionpays the
piper... C ntents
...calls the tuneand on WATV it's the merry
jingle of cash registers when
your product reaches the thou-
sands of ,11TZO tele-
vision fans who daily at fiveline up to follow Uncle Hal'sfilm funnies and cartoons.
itrolicS
Channe113WATVTELEVISION CENTER, NEWARK 1, N. J. ,
7111. BUMNISS,MAGAZINI Of Tlit INDUST' Volume V, Number 9. September 194R
REPORT ON SPOT ADVERTISING 11
For approximately 52200, you ran place a one minute spoton every television station in the country
TELEVISION TRENDSAn analysis of set ownership, viewing habits and program preferences,covering the five month period of April through August-by Dr. Sydney Roslow
17
THE TEXACO STAR THEATRE 18Technical and programming problems involved in puttingon television's star show-by Eddie Sobol
AROUND THE CLOCK PROGRAMMING 24DuMont's experiment with continuous daytime programming can haveimportant implications on both AM and TV operations
DEPARTMENTS
STATUS REPORTIndustry facts and figures on operating stations,circulation, advertising and production
TELESCOPENew,. and views
AUDIENCE RESEARCHTexaco Theatre favorite television program,Camels mentioned most often.
MERCHANDISINGVarious types of antennas and their suitabilityto different reception conditions
WASHINGTONUHF hearings; applications and withdrawals
PROGRAMMINGProgram availabilities, together with prices, now beingoffered by various operating stations
STATION OPERATION BREAKDOWN
ADVERTISING462 advertisers on television during August. category breakdown
FREDERICK A. KUGELEditor and Publisher
EILEEN MAHONEYReader Service
WILLIAM E. MOOREBusiness Manager
MARY GA N NONManaging Editor
RICHARD ROSEArt Director
4
6
8
22
26
28
30
31
MELVIN A. GOLDBERGNews Editor
MONROE J. WEINTRAUBCirculation Manager
KEN EDWARDS JACKSON DUBEHollywood Promotion
Published monthly by Frederick Kugel Company, 600 Madison Ave., New York 22, N. Y.Single copy, 50 cents. Yearly subscription in the United States, its possessions andnations of the Pan American Union. $5.00; in Canada, $5.50; elsewhere. $6.00. Enteredas second class matter February 20, 1945, at the postoffice at New York, New York.under the act of March 3, 1879. Copyright 1948 by Frederick Kugel Company. All rights
ed. Editorial content may not be reproduced in any form without permission.
2Television
TelevisionThe Business Mogozin
of Hs* Industry
Subscription
Order Form
MEI
Video Was There
To a startled and unpreparedNew York
televisionaudience,
WPIX on Aug. 12
presentedthe biggest
scoop on national
news yet scored by video.At 7:30 p.m.,
,ust threehours and ten minutes
after Mrs.
Oksana Kosenkinajumped
from a window
at the Soviet consulate(see National Af-
fairs), The New York Daily News televi-
sion stationshowed a complete newsreel of
the events from almost the minute of the
Russian teacher'splunge to her departure
for the hospital.No other New York
station put on a similarfilm until a full
24 hours later.One of five newsreel photographers
as-
signed byWPIX to spend Thursday out-
side the consulatewith scores
of other
news and camera men waiting for a break
in the case, LesterMannix at the cry of
alarm dashedinside the adjoining building
to press his camera betweenpickets of the
iron fence. He caught picturesof the
woman as she still lay alone on the paved
court, of the Soviet aides who moments
later came to the back door,strained to
open it, and clumsily bundledher off
inside,and of the policeman
who then
finally scaled the fence andlumbered across
the court to followthe group
into the
consulate.The scoop was all the more remarkable
since WPIX photographe
almost 5 to take the anBeat
Two hours later, their Ill
veloped, printed, and on
commentarywas being wri
unrehearsed,this was airet
at the regularevening new
as WPIXersjubilantly pc
day, their moviesalso se(
beat over the stills in the
which didn't hit the street
Three hours and ten minutes after
SchoolteacherOksana Stepanovna
Kosen-
kina plungedfrom the Soviet consulate in
Manhattanlast week (see NATIONAL
AF-
FAIRS), television stationWPIX was on
the air with a newsreel of the shocking in-
cident. Thousandsof televiewers saw Mrs.
Kosenkinalying
against an iron grille
door in the consulate'spaved backyard.
They saw consulate staff members push
at the heavy door (rolling the broken -
boned womanroughly on her side) and, in
a clumsypanic, try to lift her. They saw
two New York policemen,who had scaled
the high iron fencearound the courtyard,
crowd in after the Russians as they car-
ried her into the building.
Other cameramenbesides WPIX's Les-
ter Mannix had caughtthe scene in their
lenses. What madetelevision news
was
the speedshown by WPIX in bringing the
drama to its audience.The film was ready
in the cutting roomby 6; part of it went
on the air at 7; the whole film was shown
over the regular 7:3o newscast.
WPIX, having scoclear
over all other televis
ly and vocally pros
scored a clear news
the tabloidNew Yo
did not hit the strec
5o minuteslater. A
ily phase of its beat.
silent.
news beat
rWPIX
NEW %Mak1 I El 1-11ANNIE1.
I I
LA
STATUS REPORTADVERTISING: 462 advertisers sponsored programs or spot announcements over30 television stations during August. This compares to the 412 advertisers
on in July and reflects a jump of 501% over the August 1947 total of 89
advertisers. In addition there are over 30 other advertisers who have an-
nounced schedules starting in September and October.
STATION STATUS: By October 1st, 37 television stations will be operatingin 21 market areas. WENR-TV, ABC's owned and operated station in Chicago;KLAC-TV, Thackrey station in Los Angeles (now pending approval of sale toWarner Brothers); WBAP-TV, Fort Worth and WSB-TV, Atlanta, are the four new-
comers. Totals now stand at 86 CPs and 306 applications pending. List of
operating stations reads as follows:
New YorkWABDWNBTWCBS-TVWPIXWJZ-TVWATV
PhiladelphiaWPTZWCAU-TVWFIL-TV
BaltimoreWBAL-TVWMAR-TV
WashingtonWNBWWMAL-TVWTTG
RichmondWTVR
BostonWBZ-TV ToledoWNAC-TV WSPD-TV
New HavenWNHC-TV
SchenectadyWRGB
Clereland-AkronWEWS
CincinnatiWLW-T
Det roitWWJ-TV
ChicagoWhKBWGN-TVWENR-TV
St. Paul -MinneapolisKSTP-TV
St. LouisKSD-TV
Salt Lake CityKDYL-TV
Los AngelesKTLAKTSL-W6XAOKFI-TVKLAC-TV
Atlanta Buffalo Milwaukee Fort li'orthWSB-TV WBEN-TV WTMJ-TV WBAP-TV
RECEIVER CIRCULATION: The following circulation figures include installa-
tions in homes and public places. While we check every available sourceand make every effort to secure the most accurate information available, we
again wish to repeat that while in certain cities stations have combinedwith the utility companies or some other competent source for accuratetabulation of set distribution, there is as yet no over-all measuring stick
for the industry. Therefore, the following figures are presented as esti-
mates and not a verified count:
New York 300,000 Boston 12,800 Cincinnati 5,000
Philadelphia 62,000 Detroit 12,300 Buffalo 4,000
Los Angeles 35,000 ,Cleveland -Akron 8,390 New Haven 8,000
Chicago 31,000 Toledo 1,500 Richmond 3,285
Washington 16,600 St. Louis 9,200 Schenectady 4,500
Baltimore 18,530 St. Paul -Minneapolis 4,500 Salt Lake City 750
Milwaukee 5,208
RECEIVER PRODUCTION: 56,089 sets were produced in July; 64,953 in August,
according to RMA. This gives a total of 399,938 sets produced for the first
eight months of '48. That the production chart will zoom upward was pre-dicted by James J. Carmine, Philco VP, who stated that Philco production is
now above 4,000 receivers a week, will hit 8,000 by the end of '48 and willbe increased to 10,000 weekly in 1949. He also stated that Philco's dollarvolume of television production will exceed their radio business before the
end of the year.
TELEVISION MAGAZINE'S ADVERTISING INDEX
450 -400 -350 -300 -
250
200
150
100
50 !HI
90,000
80,000
70,000
60,000 -
50,000
40,000
30,000
20,000 -
10,000 -
RECEIVER PRODUCTION INDEX
!MIJan. Feb. Mar. Apr. May Jut e Jul) Aug. Sept. Oct. Not. Dec.
Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec
Black blocks show the 1947 figures, while the white lines Indicate the 1948 totals.
epaterriE2)e9r,
,
THE STA' t i 1 1 p \ '! : \ TION
1,1111110°54.-1 ,-, v
WV WORTH I TTAAS
e South', NUMBER ONE MARKET-Sales Management, 1948
Thanks to many well-known advertisers, WBAP-TV, the Southwest's FIRSTtelevision station, begins operation September 29th with over 100 hours of com-mercial commitments.'
Among these clients are: Leonard's Department Store, sponsoring high schoolfootball, Thurs., Fri. and Sat. nights; Humble Oil & Refining Compnay, present-ing T. C. U. home football games on Sat.; and the W. C. Stripling Company witha full-length Alexander Korda picture each Wed, night. '
WBAP-TV is housed in a huge, new radio and television center, completelyand expensively equipped from film laboratory to mobile unit.
An exceptional line-up of local productions, including filmed Fort Worthand Dallas daily newscasts, will be supplemented by NBC and ABC Network pro-grams via kinescope.
After September 29th, the Southwest will be reedy uality levision.Your product, too, should he repre
Mien 1-1. ITTI:
'WM rtE tE EC
ABC370 Kt
5,000 watts
NBC810 K,
SOMA watts
Amon Carter, Pres.
Harold Hough Chr
Lone StarChain AM - FM - TV
Gorqrs Cranston. Mot
Rey 1019, Cent. Mgr.
FREE at PETERS, IAC. National Representatives
September, 1948 S
Owned and Operated byTHE EVENING STAR
BROADCASTING COMPANY724 Fourteenth Street N.W.
Washington 5. D. C.
Represented Nationally by
ABC SPOT SALES
TELESCOPESurvey by two of the major networks, projecting tomorrow's program
needs on the basis of today's requirements, indicates that individual webor station staffs would be able to provide only 45 per cent of fare necessaryto well-rounded program structure. Remaining 55 per cent, therefore, wouldhave to come from sources "outside the shop," i.e., agencies or independentpackage and film producers.
Film recording systems, now in full commercial swing, have acceleratedthe trend toward multiple network tie-ups. Initial network film -recordingdistribution setup is as follows: DuMONT's first "Teletranscription" affili-ate, WGN-TV (Chicago) receives five hours weekly via nine programs.Fare includes: "The Original Amateur Hour," "Key to the Missing,""Photographic Horizons," "Doorway to Fame," "Fashions on Parade,""Alan Dale Show," "Swing into Sport," "Jack Eigen Show," and "Courtof Current Issues." CBS provides WEWS (Cleveland) WSPD-TV (Toledo)and WTMJ-TV (Milwaukee) with five hours weekly, as film -recordedby Paramount. Features include: "Lucky Pup," "Places, Please," "Facethe Music," "Presidential Straws in the Wind," "Winner Take All,""To the Queen's Taste" and "What's It Worth." NBC makes availableapproximately five and one-half hours weekly fare to: WBEN-TV (Buffalo);WWJ-TV (Detroit); WSB-TV (Atlanta); WBAP-TV (Fort Worth);WSPD-TV (Toledo); KSD-TV (St. Louis); WLW-T (Cincinnati); KSTP-TV (Minneapolis -St. Paul); KDYL-TV (Salt Lake City); and WTMJ-TV(Milwaukee). List includes: "Musical Miniatures," "Howdy Doody,""America Song," "Television Screen Magazine," "Stop Me If You've HeardThis," "Story of the Week," "Paris Cavalcade of Fashion," "TV Closeups,"and "NBC Television Newsreel." Dramatic fare is also hypoed with dis-tribution of the "Philco Theater" and Chevrolet dealers' one -act play tovarious TV markets.
Total of 9 stations in seven midwest cities now provided with live networkhookup via completion of AT&T's coaxial cable. Inter -connected are: Buffalo(WBEN-TV), Cleveland (WEWS), Detroit (WWJ-TV), Toledo (WSPD-TV), Milwaukee (WTMJ-TV), St. Louis (KSD-TV) and Chicago (WENR-TV, WGN-TV and WBKB).
Two video markets added with the opening of WSB-TV, (Atlanta) andWBAP-TV, (Fort Worth). Latter starts operation with more than 100 hoursof commercial commitments, and will augment its regular schedule withNBC and ABC film recordings. Station will program four hours nightly,Wednesday thru Sunday. In preparation for T -Day in Atlanta, WSB-TVhas been airing special demonstrations, including pickups of local sports.
NBC focused on TV at its Sun Valley convention, produced a new contractfor affiliates, and included video in its proposed code of practices. New pact,which hews closely to the existing AM agreement, provides for NBC tosupply 28 hours programming per week, not including special broadcasts.Network option time is 5-6 p.m. and 7:30-10:30 p.m. EST. Web will assumeline costs of feeding inter -connected affiliates in return for 30 hours permonth of station's air time at the unit rate. Stations will be paid 331/3 percent of their gross after the first 30 hours of network commercial time.Sustaining service to be offered on a price -index scale, with each affiliatesharing costs governed by the size of its market as outlined in the table($80 per hour for affiliates index -numbered 80 or less, one times the indexnumber if over 80). Non -inter -connected stations to be supplied by kine-scope, cost of which will be borne by the network as per the 30 -hour waiverfor connected affiliates : these affiliates will be supplied commercials viakinescope on a proportionate rate scale, starting at $125 per hour. Com-mercial limitations will be imposed, for instance: three minutes, 30 secondscommercial in a 20 -minute program before 6 p.m., two minutes, 40 secondsafter 6 p.m.
Considerable effect on present economic outlook for networking is ex-pected to result in the Philco suit against AT&T, in which latter was chargedwith attempt to prevent Philco's use of its private Philadelphia -New Yorkrelay. FCC hearings on AT&T and Western Union rate schedules areexpected to resolve the difficulty-which Philadelphia District Court side-stepped on the jurisdictional angle.
6 Television
110:fYol. 60 No. 33 t -;*-
T IAfe
heVOreftt Azn.werespot
avi,'
TY PKGE. COSTS SKY H.IGH
Angne 14, 1948
Array of Talent for Festival Sponsors Balk
At Anteing10G Per S
Taps DevisesNew PubbingPix Formula
"If a
oRpEnAnDrnilles°,nPS:10tug1i.nessm"Ojeth:
rnported to pull -for 500.000
ru the turnstiles at the fair-
...a
At Reading Is Sumpin' Terrif
stand. The water show ls produced
by the InternstronalAquatic Pro-
duction, Inc., of Boston.Frances Lang!
will supplernenedn
fi f
deA eeaCeeselegaret
Television advertising need not be expen-sive.
In Cincinnati, WLW-T has, for months,been devoting all of its efforts and accu-mulated know-how into the developmentof interesting, action -packed programs ...ideal advertising vehicles with high enter-tainment value but exceedingly low cost.
WLW-T recently consolidated its after-noon schedule into two solid hours of en-tertainment, music and information daily-now provides 30 hours of televisionservice each week, afternoon and evening,seven days a week. The favorite stars ofThe Nation's Station are now featuredregularly on television-in musical, quiz,variety, women's, dramatic, educational,children's, audience - participation, newsand service -type features.
WLW-T-produced programs follow the
140 West Ninth St. 630 Fifth Ave.Cincinnati 2, Ohio New York 20, N. Y.
same basic formula which has proven sosuccessful on WLW for more than aquarter -century: they are designed pri-marily for one specific audience . . . areclosely integrated with the daily lives,interests and customs of families in theGreater Cincinnati area.
With WLW's recognized ability inbuilding outstanding AM programs, withone of the largest and most versatile tal-ent and production staffs in the country,with its years of successful experience inproducing record -breaking stage shows forfairs and theatres, with its many years ofexperimental telecasting . . . with its mod-ern, complete television studios and tech-nical facilities . . . WLW-T, the televisionservice of The Nation's Station, is readyto serve any advertiser, large or small.
For further information, we invite youto contact any of these WLW-T offices:
360 N. Michigan 6381 Hollywood Blvd.Chicago 1, Ill. Hollywood 28, Calif.
W LW- T thy egmkai--Ar aieatoaw,CINCINNATI
TELEVISION SERVICE OF THE NATION'S STATIONSeptember, 1948
7
TELEVISION MAGAZINE
AUDIENCE RESEARCH
ADVERTISERS mentioned most often this monthwere Camels, Chesterfields, Lucky Strike and
Texaco. This is the second successive month thatCamels has been first.
Of the 10 most frequently mentioned sponsors, fivehave sports programs. Particularly interesting forsports sponsors is the fact that Ballantine's ratingdropped during the period the Yankees were away.
Most significant is the exceptionally high rating ofLucky Strike and Philip Morris. Both are now using.spots exclusively. Undoubtedly there is some carryover of impact from Lucky Strike sponsorship of"Barney Blake" and "Tonight On Broadway." Butwith both of these shows off the air for some monthsnow, credit cannot be taken away from the high im-pact of their spot advertising which gave them a ratingof 25 or a tie for second with Chesterfields.
On the more amusing side, it's interesting to notethe appeal of the glamour girls in the Rheingoldcontest, for here the percentage of men mentioningRheingold is 31/2 times over the female contingent.
Unusual was the men again outnumbering thewomen on the Swift show, which until recently wasdesigned largely for the female audience. Investiga-tion disclosed that Jack Dempsey and Joe Williams,had appeared as guest stars before this poll was made.
Sponsors of Regular ProgramsNIt Women Total
Camels 31% 27',4 29%Fox-Movietone Newsreel; 5times weekly; 7:50-8:00 PM-WNBT.
Chesterfields 28 22N.Y. Giant baseball games-WNBT-WPIX.
Texaco 25 22 24Texaco Star Theater; Tu. 8-9PM-WNBT.
Kraft 17 19 18K raft Television Theater;Wed. 9-10 PM-WNBT.
Ballantine's 19 10 15N.Y. Yankee baseball games-WABD.
Old Gold 14 14 14Two-thirds sponsor of Brook-lyn Dodger baseball games-WCBS-TV.
Davega 9 10 10"Stop Me If You Heard ThisOne"; Fri. 8:30-9:00 PM -WNBT.
Ford 7 8 8One-third sponsor of Brook-lyn Dodger baseball games-WCBS-TV.
Ivory Soap 5 8 6"Fashions on Parade"; Fri. 8-8:30 PM-WABD.
Gillette 7 5 6
Boxing, Cavalcade of Sports;Mon. & Fri.-WNBT.
Rheingold 7 2 5Five minute contests, WABD,WCBS-TV, WJZ-TV, WPIX.
Texaco Theater favorite television program; Camels
mentioned most often-by Melvin A. Goldberg
DuMont TelesetsAmateur Hour; Sun. 7-8 PM-WABD. Spots, 5 times weekly-WABD.
Gulf"We The People"; Tu. 9 PM-WCBS-TV. "You Are An Ar-tist," Thurs. 9-9:15 PM -WNBT.
TrolSplit sponsorship of amateurboxing; Mon.-WABD.
Fischer Baking 1
Participation in "Small FryClub," Thurs.-WABD.
Prell"Fashions on Parade"; Fri. 8-8:30 PM-WABD.
Howard ClothesBoxing, Tu. 9 PM - WABD.
(Jello. Schaeffer. Swift and U. S. Rubber
Spot Sponsorship
7
2
4
6 4
5 4
5 2 4
each received 3%).
Men Women 'Total
Lucky Strikes -5 times weekly; 247. 26f; 25%7 PM-WABD. Sat. & Sun.8:15 PM Thurs - WCBS-TV.
Philip Morris - WCBS-TV, 8 13 11
WNBT, WABD.Bulova - Time Spots-WNBT, 6 3 5
WCBS-TV, WPIX.Sanka - Weather - WABD. 2 4 3
Texaco Theater "Favorite,"Sports Second for First Time
For the first time sports was deposed as the favoriteprogram of the television audience. However, we shouldkeep in mind the fact that when a sports program ismentioned, the respondent is asked to name a "favoriteother than sports."
Favorite ProgramMen Women Total
Texaco Star Theater 41% 28% 35%Texaco, WNBT, Tu. 8-9 PM.
Sports 40 12 26Toast of the Town 17 13 15
Unsp., WCBS-TV, Sun. 9-10PM.
Feature Films and Movies 14 10 12
Kraft Television Theater 10 8 9Kraft, WNBT, Wed. 9-10 PM.
Stop Me If You Heard This 2 6 4
Davega, WNBT, Fri. 8-30-9:00PM.
Charade Quiz 4 3 4Whelan Drug Stores, WABD,Th., 8-8:30 PM.
Amateur Hour 2 3 3DuMont Telesets, WABD, Sun.7-8 PM.
Howdy Doody 1 4 3
Polaroid, WNBT, Th., 5:30-6:00 PM. Rest of week Unsp.
Dramatic Plays 5 3
In an effort to determine the cumulative effect of televisioncommercials, the degree of retention of the advertisers' nameand program popularity, TELEVISION magazine each monthsends a list of questions to C. E. Hooper Inc. for the purposeof interviewing by telephone a representative sample of 200of the television set owners in New York. This is an exclusiveTELEVISION magazine survey and is fully copyrighted.
8Television
When you look into
TELEVISIONtake a good look at
ABC-TVAnyone experienced in regular broadcasting knows that the stations ownedand operated by a network are a strong factor in the efficient operation of thatnetwork. That's because the network controls all the time, all the programs,all the operating policies of these stations. To an advertiser this means guaran-teed time clearance, assured program sequences, regular and intense promotion,publicity and merchandising.
In television, too, owned and operated stations are an important part of thenetwork picture. In the chart below, see how the four networks rate on thematter of location of owned and operated stations; notice that ABC's five grantsare, marketwise, the most strategically located of any network.
OWNED AND OPERATED STATIONS
ABC NETWORK X NETWORK Y NETWORK Z
1. New York New York New York New York2. Chicago Chicago3. Los Angeles Los Angeles (12) Los Angeles4.5.
6. Detroit7. San Francisco8. Pittsburgh9. Cleveland
10. Washington Washington
TOTAL POPULATION
25,242,700 15,346,700 15,331,200 23,056,300
ABC television, with its own strong stations, plus a fine list of outstandingaffiliated TV stations across the country, offers unexcelled network facilities.Right now is a good time for advertisers to start making television plans. Thecomparisqn shown above is only one that appears in ABC's new television pre-sentation: There are others that also will open your eyes. Won't you call us(at no obligation, of course) and let us tell you our complete story? In New Yorkour number is Circle 7-5700.
ABC-TV The Living Image of America
American Broadcasting CompanySeptember, 1948 9
WHAT'S NEW INTELEVISION ?
tie060#bLetter to WPTZ . from
the Publisher of LIFE:
"Beforeleaving
for my vacationin Sweden,
I want to tell youand all of your team how
much we
at LIFE apPreciatethe tremendous
job youdid on the
"As I lookback on the programs
we put on,I
realizethat,
to a very large extent,it was your con-
conventions.
tribution,energy
and enthusiasmin using
mobileequip-
ment that made the NBC-LIFEprograms
so successful.In
additionto the fact that those
days consistedlargely
of hard work,they
do now also appearto be a lot of fun.
The fun elementwas introduced
in good part by your crew
and their willingnessto thinganything,
and also by their
abilityto get done every
they tried."
ANDREWHEISKELL
Letter to WPTZ ...from NBC'sDirector of Television Operations:"I know I have told you of our appreciation of what
WPTZ has done for us on the Conventions, but I would like toreiterate and re-emphasize what all of us feel; namely,that you all did a wonderful job for us and aided us greatly
in our coverage. Television gained much from the Conventioncoverage, and we couldn't have done what we did withoutWPTZ... Please accept NBC's thanks and appreciation."
CARLETON D. SMITH
POSTSCRIPTto the Convention Telecasts...
\VPTZ's participation in LIFE -NBC television coverage of the political conven-
tions in Philadelphia -41 mobile telecasts...several notable news scoops...one
complete mobile unit moved in 12 minutes. The same personnel, facilities and
experience in television are available to serve you and your client at \VPTZ.
PHILCO TELEVISION BROADCASTING CORPORATION 1800 Architects Building Philadelphia 2, Penna.
wFIRST IN TELEVISION IN PHILADELPIII kTELEASIC'OFRIA
IOTelevis;or
Report on pot advertising
THAT spot commercials havehigh audience impact is proved
by TELEVISION Magazine's Audi-ence Research showsLucky Strike mentioned by 25% ofthe respondents, Philip Morris by11%, and Bulova by 5%, placingthem in 2nd, 7th and 12th placerespectively as regards sponsoridentification.
That advertisers are well awareof this is proved by the expenditureof close to $2,000,000 on spot cam-paigns and the fact that some 35national advertisers are currentlyplacing such announcements, witha total of 265 out of the 450 spon-sors on television during Augustalso using this form of advertising.
60 Seconds vs. 20 SecondsWhile all rate cards list a minute
spot, eight have separate rates forthe 20 or 30 second station break.Johnny, Philip Morris' living trademark, stopsa young lady as she Is about to purchase hercustomary brand of cigarettes . . .
For approximately $2,200, yofilm spot on every televisionBy MARY GANNON
In many cases, these must containa service announcement. However,with the growth of network opera-tion, the 20 second plug will offerthe best adjacencies and such ad-vertisers as Bulova, BVD, Chester-field and Philip Morris have pre-pared such segments in order totake advantage of the peak audi-ences tuned in to these programs.
Bulova, for example, in produc-ing their one minute spots, haveplanned them so that the first 12seconds is an institutional panel,followed by 40 seconds of merchan-dise. For the 20 second versions,they use these 12 seconds. Both arefollowed by 8 seconds of live studioclock, which gives the correct time.
Kelvinator, on the other hand,doesn't feel that 20 seconds allowsenough time to put over the sellingfeatures of ranges, refrigeratorsActing on instructions from Johnny, she blowscigarette smoke through her nose. Exhaling thePhilip Morris causes no reaction, but the re-action to her favorite brand results in thisfacial grimace . . .
u can place a one minutestation in the country.
and home freezers. The purchase ofa major appliance is not a reminderpurchase-it requires demonstra-tion to stress the advantages ofmake over another.
Where Are They Placed?Obviously each advertiser and
agency is out to get the best spotsavailable for their commercial mes-sage, but placement depends to anextent on the product and its fre-quency.
A good many agencies havereached no set policy on this yet-particularly in one station marketareas. Rule of thumb being gener-ally applied is to get as close topopular programs as possible, de-pendent on the ratings (where theyexist), or to follow or precede sport-ing events. In network areas, alongthe eastern seaboard, policy seems
Johnny clinches the test with Philip Morris'current ad theme of "no cigarette hang -over".Final scene shows Johnny in his famous "Callfor Philip Morris", as pictured above.
September, 1948
SANKA
The phrase "made lightning quick right in yourcup" is dramatized by a lightning crash toemphasize the quick convenience of preparing(anka. The Sanka jar is shown, with onscreencommentary "The only instant coffee thatcan't steal anybody's sleep." This standardopening is used on all commercials.
Sanka's weather commercials are built aroundthe cartoon characters of a father and twochildren. For the weather report, theybrief dramatic interpretation of the forth-coming weather, as pictured above.
The question, "Are you going to get a goodnight's sleep?" is followed by a series of pic-tures which show Pop in bed, turning andtossing in the misery of a sleepless night.
Pop finds the solution in a cup of InstantSanka and Hoots blissfully off lo sleep on theclouds. 1..,ghtning flash and slogan are repeated.
to be adjacency to most popular net-work programs.
Kelvinator generally favors ad-jacency to sports events or newsprograms where available; other-wise close to any popular show.
Bulova, while selecting adjacen-cies to network programs on sta-tions connected along the easternseaboard, is favoring the 8 or 9
o'clock breaks in other markets.Placement is done with the longrange point of view that whilesports events rate high in populari-ty now, the peak viewing audiencewill be reached at 8 or 9 in thefuture.
Macy's announcements, placed onfive New York stations, precede theTuesday and Friday "Howdy Doo-dy" program over WNBT at 5:30;follow professional football overWJZ-TV; precede the Columbiagames over WCBS-TV ; follow"Camera Headlines" over WABDon Tuesday and Wednesday at 7:40and 7:45 respectively, and followWPIX's news program at 7 on Mon-day and Thursday.
Philip Morris, with their fivetimes weekly schedule, precedes sta-tion identification and sign off onWNBT, Monday through Thursdayand precedes the "Review of theNews" on Sunday. At WBKB, thespots precede news on Monday,Thursday and Saturday at 10:44,9:30 and 10:44 respectively, andfollows news on Tuesday and Wed-nesday at 7:58. Spots on other sta-tions are sandwiched in betweenstudio shows, film and remotes, withmajority placed between 8 and 9o'clock.
How Often CanThey Be Repeated?
Penetration of spot campaigns isconstantly increasing. Most prolificusers are Lucky Strike with theiranimated cartoons currently placedon 18 stations in 15 cities. Most ofthese are on a five times a weekbasis. Bulova is a close second withspots on 18 stations in 13 cities.Kelvinator, Botany, Elgin, PhilipMorris and more recently Chester-fields are other multiple users. Prac-tically all plan on increasing theircoverage as new markets open up.
One of the big problems of spotcommercials, which only time andaudience reaction can answer, is todetermine just how often a spot canbe repeated before it loses its effec-tiveness and becomes a bore.
Certain types would seem to holdinterest and wear longer than
MACY'S
Mary's institutional spot campaign uses acartoon technique to put their slogans across.Here the tortoise and the hare receive aninvitation to a party. So they divide theirmoney and start out on a shopping spree.
"Impetuous Mr. Hare goes to any store".Camera then cuts back and forth betweenMr. Hare as he runs in and out of storestrying on clothes, and Mr. Tortoise who isslowly plodding his way to Mary's.
"But Mr. Tortoise knows it's smart to be
thrifty"! (Shot of tortoise slowly enteringMacy's. Semi-closeup of him trying on hat ...leisurely sauntering out of store i Mary's) innew attire.) "Mr. Tortoise has saved time,energy and money. Completely redecorated,he's off to the party."
(Mr. Hare is on sidewalk trying to thumb aride-he's spent all his money on clothes. Mr.Tortoise stops in a taxi.) Hare: "How come youcan afford a cab?" Tortoise: "Heh heh, I didall my shopping at Macy's." He smugly polishesnails on his coat lapel as his shirt front lightsup revealing the slogan. Offscreen announcerrepeats "Pay ('ash-Pay Less-Says Mary's."
12 Television
others. Lucky Strikes' dancing cig-arettes, the Macy cartoons, Botany'swooly lamb and other forms of ani-mation which serve to amuse canquite possibly have a longer lifethan straight selling commercialsof the demonstration type.
Kelvinator, Canada Dry, RonsonRepeat Every Fourth Week
Kelvinator, for example, on athree night a week schedule made13 films for their nightly serieswhich meant that one was repeatedevery fourth week. According toDon Shaw, Vice President of Geyer,Newell and Ganger, they feel thatthe eye tires more quickly than theear and that no series should be runlonger than 14 or 15 weeks.
Chesterfields, drawing on thecommercials made for their currentbaseball sponsorship, started theirspot campaign with a series of 70different films designed for 30, 60,
and 80 second showings. The PhilipMorris spots, which run five nightsa week, started with four commer-cials, and five new ones are in theworks. Canada Dry, which tie theirseries in with sports events, teedoff with six different versions whichwere placed twice weekly. Ronsonalso produced six 20 second filmsfor their twice a week schedule,which also meant a repeat everyfour weeks.
What's The Cost OfProducing A Spot?
Costs for commercial spot filmsnaturally vary. (See "The FilmCommercial," August issue of Tele-vision.) Kelvinator series of 13 wa,
$15,600, or $1,200 for each film. Thefour commercials produced forPhilip Morris cost $8,000 with thenew ones now in the works budgetedat a higher price, according to BillMorris, television director of Biow.
On the other hand, film depart-ments of stations like WSPD-TV.WRGB, WPTZ, WFIL-TV areworking with agencies and adver-tisers in producing simple, lowcost commercials.
Film CommercialsAre Most Practical
The majority of spots are on filmwith a few handled by slides or liveannouncements. National advertis-ers prefer film, for it can be moreeasily handled. While some adver-tisers prefer 35 mm prints and useit wherever station facilities permit.16 mm prints are necessary whereblanket TV market coverage is de-sired, as all stations have 16 mmprojectors.
There are as many different vari-eties of commercials and as manydifferent treatments as there aretypes of merchandise. Animation,demonstration, endorsement, serviceannouncements-all play a promi-nent part. Here are some examplesof the various types.
Success Story:Over 50,000 Sales
One of the most successful tele-vision spot campaigns was that con-ducted by Cayton Inc. for PioneerScientific Corp. on Polaroid Tele-vision Filters - a new productlaunched early in 1948. As everytelevision set owner was a possibleprospect for the product, it was de-cided that in order to avoid anywaste circulation, the major portionof the advertising budget would bespent on television spots.
Results? Over 50,000 sales werechalked up in the first six months.
The commercial film contained astraight selling message for it isthe agency's feeling that while en-tertainment may be the keynote ofthe television medium, forceful sell-ing copy and good descriptive pic-tures which show the advantagesof the product must be used for ef-fective selling. Script described thePolaroid Television Filter, showedthe ease of attachment, followedwith a close-up of the filter on areceiver and demonstrated the im-provement in the picture and thebetter contrast achieved through theuse of it. It also gave the varioussizes, prices of each and informa-tion on where to purchase it. Filmwas produced on 16 mm stock byLoucks & Nordling.
Commercials were made for bothopen and closed ends. On the openend version sound track was com-pleted 10 seconds before the end of
Rates on Spot Announcements
VTINBTWCBS-TV
WABD*WATV*WPIXWJZ.TV*WFIL-TV*WPTZ*
WCAU-TVWNBW*WTTG*WMAL-TV*WBAL-TVWMAR-TVWRGB*WBZ-TVWNAC-TVWTVR*WGN-TVWENR-TVWBKBKSD-TVWSPD-TVWTMJ-TVKSTP-TVWBAP-TVWLW-T*WBEN-TV*WEWSWWJ-TV*KTSL*
KT LA*WSB-TVKDYL-W6XISWNHC-TV*
LIVE1 Min.
(or less)20
Sec.
FILM1 Min. 20
(or less) Sec.
$375 $175215
($165 for station breaks withservice announcements)
120100250200
40
40252550555050
Rates quoted on30
Rates quoted on160
8540404545402530706060
10080
125 150 90
40
request
request
35
50 50($75 for preferential
announcements)25
3545
3545
653224304530
50
($45 for 30 seconds)50 ($30 for time signal,
Rates on requestRates on request
25
2530
less than 1 minus
15
Live or film same rates apply.NOTE: These charges are subject to frequency discounts.
September, 1948 13
Polaroid commercials stuck to straight demon-stration to put across the features of a newproduct. Opening shot shooed the box, which
the film. This allowed for local tie-inand copy prepared by the agency,gave the name of a leading storewhere the filter could be purchased,together with their endorsement.This tie-in identified the productwith all established retailers andalso paved the way for intensivecooperative advertising.
According to Bill Cayton theirspot selection policy is designed tofollow the highest rated shows,where such adjacencies are avail-able. Their feeling is that audiencestend to build up as the show goesalong, even more so on televisionthan on radio. For this reason theyprefer to immediately follow ratherthan precede such programs. Inmarkets where audience ratingswere not available, they selectedspots immediately following showssimilar in format to those gettingthe largest home listening audiencein rated markets. In the New Yorkarea spots follow such programs as"Toast Of The Town" and "We ThePeople" over WCBS-TV ; and "Tex-aco Star Theater" over WNBT. Inaddition, spots are placed overWMAR-TV, W F IL -T V, WPTZ,WGN-TV, and WNBW.
The spots represented the back-bone of their whole promotionalcampaign. Cooperative dealer ad-vertising involved cooperative news-paper ads with all dealers who re-ceived plugs in the open end com-mercials. The schedule has beenexpanded with the Thursday nightFilm opens with long shots of speed boat, sail-boat and yacht . . . "For more pleasure andless work, boating enthusiasts rely on Dolfinitemarine products. The Dolphin Paint and Var-nish Co. have been specializing in the . . .
14
was designed to show the product in use.Next step showed the ease of attaching aPolaroid filter to a standard Ili" receiver.
sponsorship of the "Howdy Doody"children's program over WNBT,and the Young and Victor showover WBKB.Kelvinator DramatizesIts Demonstrations
Kelvinator's spot campaign whichstarted last April is currently run-ning on nine stations. Their orig-inal television venture was sponsor-ship of "The Kelvinator Kitchen," afifteen minute cooking programover the NBC net. However, as thespot campaign has proved so suc-cessful, there is a strong possibilitythat this will be stepped up and theprogram not renewed this season.Products plugged are the Kelvinatorrefrigerator, range and home freez-er.
Theme of films dramatize theproduct in use. One opened with awife calling her husband's attentionto a Kelvinator ad. Ad came to lifewith the door opening as the an-nouncer described each feature. Ina range commercial, film showed awoman leaving her home for abridge game while the dinner cook-ed; close-up shots of hands puttingfood in the oven, adjusting the con-trols on the range; a shot of therange against a kitchen setting, fol-lowed by close-ups of the variousfeatures of the Kelvinator - wellcooker, top of range control panels,etc. Another technique showed therefrigerator, with animation out-lining the details as the announcerdescribed the features.(Workman painting a boat) "development andproduction of marine paints, varnishes, com-pounds, sealers, and enamels.(Brush is dipped in and run horizontally abovepail, leaving word "Dolfinite" in its path.)
argiffriF-'-:-111111114.
Here the advantages of a Polaroid filter arepointed up by this shot showing the "beforeand after" effect on the television screen.
All films use the standard signa-ture and closing - thus affordingsome saving in production as thesecan be spliced onto each commercial.Account is placed through Geyer,Newell and Ganger.
Breyer's Ice CreamPlugs "Fresh Peach"
Breyer's schedule includes oneannouncement weekly over WCBS-TV, WM A L -T V, WCAU-TV,WBAL-TV ; approximately sevenover WPTZ-three fixed, with theothers adjacent to the baseballgames.
Objective of the campaign is toimpress the consumer on quality,flavor, etc. of Breyer's Ice Cream.Spots are dramatizations playing upthe ingredients, product, appetiteappeal, etc. Twelve films have beenproduced, including three 20 secondspots on Breyer's Fresh Peach,Breyer's Food Value and Breyer'sGallon Container. Sequence of run-ning them are two flavor films, onefood value and one gallon, then backto two flavor films. The one minutepeach film now in use has been onthe air since the beginning of thefresh peach ice cream season-earlyin July and will probably be con-tinued through the end of October.
Except for the spots adjacent tobaseball, evening time, preferablynext to network programs, havebeen selected. As the commercial isdirected to the entire family, theyfeel that placement next to good"There are more than one hundred Dolfinitemarine products-one for doing every Job-sodo it right with Dolfinite." Catalogue is offeredand film concludes with a plug for a localdealer who stocks the product.
Television
network programs help them securethe largest viewing audience. Ac-count is handled by McKee & Al-bright, Inc.Chesterfields Tees OffWith 70 Film Spots
Chesterfields spot campaign whichwill extend to every major marketis backed up by a series of 70 dif-ferent films, running from 30 sec-onds to one and a half minutes inlength. Some of these films aretaken from baseball commercialsand all use a format built aroundpersonalities of stage, screen andnight clubs. Others are of an en-dorsement nature, featuring tobaccofarmers; still others combine car-toons with stop action techniques.
Themes are flexible enough sothat the spots can be placed any-where-either preceding or follow-ing sports, or in between studioprograms. Campaign is currentlyplaced on 13 stations. Series wasproduced by Murphy & Lillis.
Molle Uses Film StripIn New York Market
Molle shaving cream, Centaur -Caldwell Division of Sterling DrugInc., started a daily minute filmstrip over five New York stations-WCBS-TV, WNBT, WJZ-TV, WPIXand WABD-this month. Spots pre-cede or follow sports events at thestations.
Trick photography and animationare used in conjunction withstraight demonstration. One, forexample, opens with a bulldozercoming head-on into the screen toemphasize the roughness of ordin-ary shaving, fading into a man shav-ing. As the camera distorts the face,cream issues from a tube and spellsout the product's name. Man thenshaves one side of his face withMolle, and the, other side with an-other brand to compare results. Facethen "slides" apart by trick photog-raphy to portray the Molle sidebeaming with satisfaction, whilethe other side registers gloom. Tube,jar and carton of the product nextappear, and strip closes with ascreen -sized presentation of theproduct's name.Johnny Achieves HighSponsor Identification
Philip Morris films naturally fea-ture Johnny and the minute spotscurrently in use play up the nosetest theme. Typical example, as illus-trated here, shows Johnny inter-cepting a young woman at the cig-arette counter and asking her totry the nose test-i.e., blow thesmoke through her nose on her own
brand and on a Philip Morris. As aresult, the customer "calls for PhilipMorris." The twenty-second onesnow in the works will be institu-tional, with no attempt to sell.
Company is using five spots aweek over 8 stations. This includesfour in New York (WNBT, WCBS-TV, WABD, and WJZ-TV), WFIL-TV, Philadelphia, WBKB, Chicago,KTLA, Los Angeles and WMAL-TV, Washington. While no set bud-get figure can be given because theyhaven't decided definitely on howmany additional stations will beadded by the end of the year, ex-penditures for spot time will fallbetween $200,000 and $300,000.Account is placed through the BiowAgency.
Service Spots OfferThe Best Adjacencies
Service spots are also becomingincreasingly important due to sta-tion regulations regarding someadjacencies. Naturally watch com-panies like Bulova, Elgin, Waltham,Benrus are natural for time spots.Others like BVD, Botany, Sanka,American Chicle concentrate ongiving weather forecasts.
Bulova time spots are one of theoldest commercial programs on theair. Currently the schedule is run-ning on 18 stations in 15 cities. Ac-cording to Terry Cline, accountexecutive at Biow Agency, Bulova'spolicy and practice has been to buya representative schedule of onenight in every major market andthey plan to continue along thoselines. In the first twelve marketsthey will probably use a minimumof two stations, as is now beingdone in New York, Philadelphia,Washington and Baltimore. Pene-tration is also increasing-for ex-ample, the schedule at WCAU-TVhas been upped to 21 a week.
Eight one minute spots have beenproduced this year of which 52 sec-onds are film, followed by 8 secondsof live clock. On the 20 second spots,the 12 second institutional panelsare used, followed by 8 seconds ofclock. By the end of this year, theywill have shown a minimum of 15series. The "gift of a lifetime"theme is used, tied in with suchoccasions as graduation, back -to -school, Christmas, Valentine's Day,weddings, etc. Some savings can beeffected next year, production -wise,they believe, by repeating some ofthe special occasion films like theone on weddings.
Bulova is also using a clock on theWABD test pattern and for stationidentification at the opening.
CHESTERFIELDS
Star is used for opening and closing titles"The stars of Hollywood speak up for Chester-field." (Cut to Sonny Tufts) "The alwayspopular Sonny Tufts says of Chesterfield'They're tops with me'."
"And Andrea King is very happy to speak inbehalf of Chesterfield: 'It's a swell cigarette'."(Closeup of Chesterfield pack in hand). Narra-tor: "You bet it's a swell cigarette. It's milder.it's better tasting, and it's cooler smoking."(Shot of Alan Mowbray). "And it's away outfront with Alan Mowbray: 'You know I've triedpractically every brand of cigarette there is-and I've finally found one that satisfies-Chesterfield."
"And the lovely Vivian Blaine says: 'Speakingof the stars of Hollywood and Broadway, here'sthe top favorite-Chesterfield. Seems like mosteveryone I know smokes them.' (Narrator,"And for the very good reason that Chester-field cigarettes are a combination of the world'sbest tobaccos. (Cut to closing star) "So A, B,C-Always buy Chesterfield, the milder cigar-ette. The cigarette that leaves a clean freshtaste in your mouth."
"We Will Have WeatherWhether Or Not . . ."
Another commercial grand -daddyis Botany's wooly lamb which hasbeen cavorting over the pix wavesfor several years now. Films areprepared for various types ofweather and their rotation dependsupon the weather man's prediction.Sanka
Sanka weather forecasts havebeen a five times a week regularover WABD for over a year now.Idea of the campaign is to establishthat Instant Sanka Coffee, free fromsleep disturbing caffein, lets any-body sleep and that Instant Sankais made "lightning quick," right inyour cup. Series has been placed byYoung & Rubicam.
Carton strip technique was select-ed because of the natural charm of
September, 1948 15
comic personalities and the fact thatthe home audience can identify it-self with these cartoon characters.Three characters are involved - afather and his two children.
Weather scenes include a gooddeal of variety-not only with dif-ferent cartoons for each type ofweather-but a couple of differentvariations of each, or a total offourteen. (See page 12 for scriptand illustrations).
BVD made six one minute filmsand 32 20 -second films. These areopen end with the studio announcergiving the weather report. However,the films are keyed so that theweather report gives a lead-in to theuse of the product-for example:weather report-then into film . . .
"Maybe this weather makes youthink of 18 holes of golf. If you'regetting out your irons, you'll alsowant a Ruggers shirt by B.V.D.-plenty of room for that real smoothswing for right clothes do makea difference" . . .
Local Spots OftenProduced by Stations
Three local spots have been placedby Wendt Advertising Agency over
WSPD-TV for Dolphin Paint &Varnish Co., Midwest Salvage Co.and Fremont Rubber Co. Thesewere produced by the film depart-ment of WSPD-TV.
The Dolphin spots are shownthree times a week at 7 P.M. Con-tract runs for 13 weeks and a bud-get of $780 has been appropriatedto handle it. Campaign was under-taken to test the potency of tele-vision as a medium for promotingsales of marine products, namelyspecialized paints, varnishes, enam-els, sealers and compounds ; to testa type of television film which isbeing made available to all distribu-tors and dealers nationally; andfinally to promote the sale of Dol-phinite products in behalf of localdealers.
Film includes long shots of speedboats, sail boats, yachts, etc., amedium shot of a workman paintinga boat, a close-up of a Dolphin paintpail with label prominently dis-played and a shot of a brochurewhich is sent upon request.
Fremont Rubber Company spotsare run three times a week (Tues-days, Wednesdays and Thursdays)
WOW-COMMERCIAL
Wire, 'write (».for details
National Representative:JOHN BLAIR & CO.
A111111111
at 8 P.M., with the three versionsalternated. Budget appropriation of$1000 has been allocated for timeover WSPD-TV.
Film includes an action shot ofa workman laying tile, a series ofshots of various suggested patternsfollowed by a model pointing outthat "even burning cigarettes leaveno blemish." Then a lighted cig-arette is dropped on the floor, al-lowed to burn, picked up, and thespot wiped clean.
Commercial application is shownin a series of stills which includerestaurants, retail stores, dry clean-ing establishments, etc. Close-upshows the brochure which is sentupon request.
Midwest Salvage Company spotis run Friday at 8:30, and a budgetappropriation of $260 has beenmade for time over WSPD-TV.Purpose of the campaign is to pro-mote the sale of surplus materialsand film includes action shots ofvarious departments of the store,with customers, pictures of groupsof merchandise and cartoon cards.
Animation AmusesWhile It Sells
Seemingly the most popular ofanimated television commercials arethe Lucky Strike marching cigar-ettes, with a campaign schedule nowextended to 15 markets and placedthrough N. W. Ayer.
R. H. Macy's recently launchedcampaign is also built around sixanimated films. Series is purely in-stitution, with no attempt made tosell merchandise. Promotional angleis to stress Macy's "Pay cash-payless" slogan and their 6% cashsaving policy.
One concerns the Tortoise andthe Hare-"Home Tweet Home" isthe story of two birds faced with ahousing problem who finally solve itby building their nest in Macy'ssign. 'The world's largest store hasroom for everyone.'
Supre-Macy a wise old owl with6% on his chest, which flashes onand off, is the hero in two of theseries. One concerns the honeymoonrabbits. The groom brings his bridehome to an empty house as he hadno money left for furniture-butSupre-Macy whisks them to Macy's,where they furnish their home.Pay-off shot shows cradles full ofbaby rabbits, with the nipples pop-ping out of their mouths as theypipe up with "Pay cash-pay less".
Animation was done by FletcherSmith and the account is placed byGray Advertising Agency.
I6 Television
TELEVISION TRENDSAN ANALYSIS OF SET OWNERSHIP, VIEWING HABITSAND PROGRAM PREFERENCES, COVERING THE FIVEMONTH PERIOD OF APRIL THROUGH AUGUST.
By Dr. Sydney Roslow, Director of The Pulse, Inc.
1INCE The Pulse. Inc. began itsmonthly studies of TV owner-
ship in January of 1948, a steadyupward climb in the percentage ofTV homes in the New York Metro-politan area has been apparent.Summarized by months, the figuresare as follows :
*4 TVHomes*
January 1948 1.4February 1948 2.3March 1948 3.0April 1948 3.7May 1948 4.6June 1948 5.9July 1948 7.2August 1948 7.9
The upper and upper middle socio-economic groups own 56% of TVsets (August figures), whereas theymake up only 30% of the totalmetropolitan population. TV owner-ship cannot increase to really largeproportions until the lower economicgroups buy sets in numbers moreclosely approximating their popula-tion distribution.
However, as more stations enter
competition and a greater varietyof programming is available to theaudience, TV ownership should con-tinue to increase in all economicgroups.
TV Viewing HabitsTV programs of all types seem
to be preferred to radio programsin TV homes. Even when no TV pro-grams are on the air, radio Sets -in -Use is lower among TV homes thanit is in a cross-section of radiohomes. From 12 Noon to 6 P.M., TVprogramming is spotty, but even so,TV Sets -in -Use often tops radio;
after 6 P.M., when most stationsare on the air for some time, TVSets -in -Use is universally higherthan radio. Between 8 and 10 P.M.,the total TV audience is from threeto six times higher than the radioaudience in TV homes.
Total quarter hours of TV timehave increased greatly since April,when Pulse issued its first completetelevision report. At that time,there were three TV stations;others came on the air in June, Julyand August. Consequently, the audi-ence pie has been divided more andmore as time elapsed, and averageratings to different types of showshave generally decreased from Aprilthrough August. This does not ne-cessarily mean that the programsare losing in audience appeal, butthat their competition is hotter. Forinstance, 27.2% of the total TVtime covered by Pulse in April wasaired without other TV competi-tion; this was true of only 10.7%
(continued on page 30) Not including commercial sets.
TV PROGRAMS BY TYPESAPRIL
-71A Avg.Hrs. Rat'g
MAY#1/4 Avg.Hrs. Rat'g
JUNE#1/4 Avg.Hrs. Rat'g
JULY#1/4 Avg.Hrs. Rat'g
AUGUST#1/4 Avg.Hrs. Ita t'g
TOTAL#1/4 Avg.Hrs. Rat'g
Visual Sports 84 20.5 88 24.4 158 17.7 173 15.2 196 11.8 699 17.9
Feature Films 25 13.9 37 18.1 112 11.0 131 7.9 136 8.5 441 11.9
Washington News(Eyewitness Political) 24 1.8 186 5.2 2 8.5 212 5.2
Kid Shows 33 24.9 32 24.2 34 20.8 49 11.9 42 13.0 190 19.0
News 34 16.4 29 16.6 32 12.7 41 8.0 48 8.7 184 12.5
Film Shorts 31 15.9 25 11.1 27 15.5 40 8.0 60 8.5 183 11.8
Music 21 11.0 6 13.0 13 11.2 37 6.3 51 6.1 128 9.5
Comedy -Variety 17 24.2 17 20.2 20 22.9 25 14.7 29 16.8 108 19.8
Quiz Shows 4 20.5 6 21.5 6 22.7 20 9.5 20 9.6 56 16.8
Drama 9 24.9 12 36.2 12 26.3 10 24.5 10 23.6 53 27.1
Sports News 2 24.5 11 19.2 7 24.0 6 17.5 6 14.5 32 19.9
Forums, Discussions 6 19.3 6 17.3 5 15.2 6 9.3 9 8.8 32 14.0
Food & Cookery 3 7.3 6 12.5 3 16.0 2 15.5 2 15.5 16 13.6
Fashions 2 23.0 2 24.5 2 24.0 3 12.1 4 10.8 13 18.9
Religion 2 2.0 4 4.5 6 3.3
Beauty 2 4.0 2 3.5 4 3.8
Miscellaneous 43 19.0 18 9.2 16 12.1 30 5.4 27 8.0 134 10.7
Total 338 295 447 763 648 2491
September, 1948 17
the texaeo star theatreTECHNICAL AND PROGRAMMING PROBLEMS INVOLVEDIN PRODUCING TELEVISION'S STAR SHOW.
By EDDIE SOBOL
T DON'T think anybody will claimi any originality in dreaming upthe Texaco show. Yet it sounded likea dream when Myron Kirk of Kud-ner first broached it. A sponsor withenough faith in television to payfor the big time act, the headliners,who up to that time could only, oc-casionally, be coaxed into making ahasty personal appearance!
A fifteen piece orchestra! Andglory be, an audience to laugh atthe comedians, to applaud the acro-bats, and if need be to cry at thetragedians in their one act plays.Of course as soon as a theater, anorchestra, and an audience werementioned the one name sacred tothe vaudeville world for thirty yearspopped into the discussion. Whereelse could you possibly put a show,such as Texaco planned, except inthe Palace. Could we get it? Couldwe rent it? Could we buy it? It hadto be the Palace or nothing. . . .
at first.
18
Studio vs. TheaterI tried to point out that doing a
television show from a regular the-ater was not too good an idea. Itwould restrict camera shots andwould not allow for proper lighting.It would mean a makeshift fieldsetup which couldn't possibly standup to a studio broadcast. Fortunate-ly for me, as director, the Palacedeal could not be consummated andWarren Wade came up with theidea of converting one of the radiostudios into a temporary televisionstudio. This seemed a sensible andsimple solution but all the availablestudios were regularly assigned toradio shows and it took all of thecajoling, coaxing, and diplomacyWade has at his command to finallyclear 6B. But that was only thebeginning.
To move the field equipment intoa radio studio and place the camerasin stationary positions was not anybetter than renting a regular the-
ater. In fact, it was worse. At leastin the theater there are plenty oflines to hang scenery, and lights,but we'll come to that later.
The problem then arose of ap-proximating a television studio, andstill get the illusion of a vaudevilletheater. This further posed theproblem of the audience. Inasmuchas studio 6B is used for the Tele-phone Hour each Monday until mid-night, the transformation has to bea weekly affair and must also be of avery mobile nature. Very few per-manent changes could be made, andeach change was made only afterlong and weary hassles. Six B has astage and an auditorium. The audi-torium is in two parts: on floor levelfor about twelve rows and thenraised, stadium fashion, for the re-maining 300 seats.
Camera PlacementAt first it was suggested that
all the seats on the lower level be
television
removed and a platform, stage -high, be built covering this spaceso the cameras could be moved aboutas they are in an ordinary studio.The engineers came up with a morepractical and less expensive sugges-tion,-namely remove the seats, butbuild a ramp for the dolly camerafrom the stage to within a few feetof the second level of seats which,with the three lenses on the camera,permits the camera man quite somelatitude. The other cameras aremounted on platforms 12 feetsquare, these platforms to be oncasters so they can easily be movedjust as the dolly is moved. This planwas adopted. The cameras on theseplatforms are also on caster -bear-ing tripods and it was soon foundthat if we placed the platforms withtheir corners toward the stage, in-stead of parallel to it, the camerashad enough mobility to make itrarely necessary to move the plat-forms.
Placing the OrchestraThe next problem was the orches-
tra. It can readily be seen that witha setup such as I have described itis impossible to have the orchestrain its usual position in front of thestage. Then again, being a radiostudio there isn't the usual orches-tra pit and even if we did seat theorchestra in its conventional spotthe musicians' heads would be abovethe stage and the conductor wouldbe directly in front of the acts. Infact he could kiss the M.C. So againwe had to compromise and place theorchestra up against one of the sidewalls. This brought protests ofcourse. The acts found it awkward,the musicians found it awkward,and to tell you the truth it was awk-ward, but it had to be done.
The AudienceThe audience was of course a
problem. The illusion of the theaterwas directed away from them to alarge degree. In order to take a pic-ture of the audience reactions, aswe find necessary, the audiencefinds itself in the uncomfortableposition of being bathed in lightinstead of being in the dark as isusual in the theater. Then of coursethe cameras are between the audi-ence and the stage but that isn't asdisconcerting as it appears.
LimitationsAs to the drawbacks, there are
many. The stage of 6B has one per-manent traveler, and permits foronly two more. There is no fly loftso even if we could hang drops, they
would have to be of the old fash-ioned roll type. In fact the one andonly drop we use, the Texaco fillingstation, is of that type. We have todo without the standard street, olioand other drops used in vaudevillehouses in the past.
It also means we are restrictedto just about three playing areas."One" is in front of the permanenttraveler; then way back to "three"where another traveler is hung.This can also be made into a make-shift "cyc." The third is full stagewhere a permanent curtain is hung.We try to avoid this playing areaas we have no means of maskingthe sides, and, unless we are verycareful and very deft in our switch-ing and camera we are apt to getsome "back stage" effects we'drather not show. In order to getcomedy sketches down front asmuch as possible, we use set piecesbehind the front traveler, fromthree to five fold depending on thesize of the set needed, and maskthis in on the sides with our frontcurtain. We have been getting bypretty nicely with this setup.
LightingThe lighting on stage is another
matter. Inasmuch as we have verylittle off stage room, it is difficult tomask off lights and we have to becontent with a couple of scoops oneach side of the stage just back ofthe front curtain. Most of our light-ing comes from the front:-foot-lights, lowers back of the cameras,and spotlights back of the audience.
Before we finish describing thephysical setup I ought to mentionthe difficulties experienced by theconductor in seeing the acts. AlanRoth frequently found himself look-ing at the hind end of a camera manwhen he was trying desperately tosee what was happening on thestage. We finally solved this byplacing a monitor in front of him.
Program ScheduleAs to the modus operandi of the
show itself, it is really quite simpleif you devote seven days a week,twenty four hours a day to it. Theshow is broadcast on Tuesday. OnWednesday we start worrying aboutthe acts for the following week. Ofcourse sometimes acts are bookedas far as two weeks ahead. Thoseare the easy days. Thursday is theday to start yelling for the com-mercial copy, for the props andscenery for the acts, and for theirmusic which is a headache not onlywith a capital H but with each let-
ter in bold faced capitals. I'll talkabout this later.
Friday if there are any specialcomedy skits in the lineup is a goodday to talk it over with the actors(if they are in town) or at least getscripts of the skits so we know whatscenery to prepare. I will say thatSaturday and Sunday are mild daysand only become working days inan emergency which doesn't happenmore than three out of four times.Then Monday is devoted to a get-together with as many of the actsas are in town. The acts run throughtheir music with Alan Roth and Iget together with them to find outjust what they do and how they doit. I explain the limitations of oursetup and wherever possible runthrough the act changing positionsof dancers, acrobats, two men acts,etc., to meet television needs.
If comedians like Willie Howard,Jack Pearl or Smith and Dale aredoing a sketch we rehearse it forcamera positions, etc. This is alsothe day we try to check music. Don'tforget these acts are generallyplaying theaters and they cannotunderstand why special arrange-ments, special lyrics, parodies orjust plain run of the mill songswhich they have used for yearsshould need special clearances frompublishers, writers, and ASCAP.
Camera RehearsalTuesday the fun begins. We start
camera rehearsals at 10:00 A.M.Alan Roth and his orchestra re-hearse the music in another studiofrom 10:00 to 12:30. I take the actswhich do not depend too much onthe orchestra and rehearse themfrom 10:00 to 1 :00 setting separatetimes for each act of course. Theopening and closing is rehearsedfrom 10:00 to 10:30. The commer-cial from 10:30 to 11:00 or 11:30depending on the type of script.Another act or two is rehearseduntil 1:00 P.M.
Let me digress here for a mo-ment. To the sponsor and to theagency must go great credit fortheir commercials in this show. Thepitchman Sid Stone has become asmuch a fixture as the M.C. In per-mitting their products to be sold tothe television audience thru a com-edy act they have thoroughly inte-grated the commercial and kept thepace of the show from lagging as itcertainly would with a straightselling commercials.
We break for lunch from 1 :00 to2:00. At 2:00 o'clock the other acts
September, 1948 19
NOWAPEI-IARTELEVISION
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STE11111AY SI1NSIrlDIPON
141
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;l1.4-44tezei'laTELEVISON
RADIOReproduced
fromrecentissue
of the New York Times.FORTVVAYNE
1I INDIANA COppoRATioN
and orchestra get in and from thento five we rehearse each act forcameras. We let them run throughdry first so all the camera men andother technicians can become ac-quainted with the act and then putthem on camera. In the case ofmonologists or singers very littlecamera time is needed. The greatestdifficulty a director will find is try-ing to break an actor away fromcertain pieces of btfsiness which hehas used for years but which arebad for television. Another difficultyparticularly with dancers, is tryingto keep them up stage so we can getfull figure shots without resortingto a very wide angle lens. All actorsin vaudeville want to get as closeto their audience as possible. Wetry to tell them in the final analysisthey are not playing to the 300people in the studio but to the mil-lions (I hope) looking in on theirtelevision sets. The dress rehearsalis somewhere between 5:00 and6:00, and in a few cases later. Thetiming is then carefully checked,cuts are made where necessary,allowances are made for audiencereaction spread, and then everybodyis dismissed until show time.
Man HoursThe breakdown on men and hours
is approximately as follows:The Telephone Hour rebroadcast
is over at about 12:30 A.M. Tues-day. At that time seven IA men(stage hands) begin removing seatsfrom the lower levels (previouslydescribed) and all radio parapher-nalia and bring in the scenery propsetc. for the Texaco show. They workuntil 7:00 A.M. The men who actu-ally work the show work from 7:30A.M. to 10:00 P.M. which means51/2 hours overtime. We use fourstage hands to work the show back-stage plus two IA electricians. Theengineering crew consists of twelvemen including three light men.
You can see it is far from a cheapoperation.
Its been hard work but it hasbeen fun and very gratifying. As Iwrite this I hate to think that Ihave done my last show before Ileave for NBC in Hollywood. Surelythe ratings, the notices, and the talkhave been "orchids" enough foreverybody connected with the show.
I do want to thank everybody, thesponsor, the advertising agency,NBC, the booking agency, engineers,stage hands and my own little stafffor their marvelous team work inmaking the Texaco Star Theater thehit it is.
20 Television
#7Reasonwhy Du Mont is the most sought after
franchise in television
Every Du Mont receiver has the Inputuner*
which tunes easily and accurately to
all 12 television channels and to all FM
stations. The Inputuner is a Du Mont
development-typical of the many tech-
nical achievements that lift Du Mont per-
formance far above the competitive field.
U MONT craWiefiddecrotote
Tratle NI ad.
IiiiiiiiiiiiiiiiiilliiiiiiiiiIIIIIHREMEr191.ii
TELEVISION RECEIVER SALES DIVISION
Allen B. Du Mont Laboratories, Inc. 515 Madison Avenue, New York 22, N. Y.
September, 1948 21
merchandisingAN ANALYSIS OF THE VARIOUS TYPES OF ANTENNASAND THEIR SUITABILITY TO DIFFERENT RECEPTIONCONDITIONS.
rol'EN THURSDAY 9:45 TO 9 P. M. ANI) SATURDAY 9:45 TO 6:IX/ 1'. M.
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Stern's ad not only sells the Emerson set but sells television . . .
"Television's biggest year is just ahead. Television is here to stay . . .
not just on the way. Be ready for the World Series, elections, news."
AN important market for tele-vision receivers, in the fringe
areas, is now being actively exploit-ed. Satisfactory reception can behad as far as 75 miles away fromthe transmitter but these are ratherunusual conditions. Between the 50and 60 mile areas, satisfactory re-sults can be obtained in many cases
via special installations.This usually means special an-
tennas and, perhaps even more im-portant, boosters. It has been theexperience of most installation ser-vices that the booster or preampli-fier can definitely step up weak sig-nals and at the same time improvereceiver immunity to off -channel
interference. They have also beenused with success where indoor an-tennas were necessary. Obviouslydifferent locations have differentreception problems. Here are just afew of the antennas designed forvarious situations.
Standard Dipole is usually usedfor high -gain, noise -free areas thathave line -of -sight reception. Theseare non -directional antennas andhave wide band response. If thetransmitters of all the stations arenot in the same direction from theantenna, different types should beused.
Standard Dipole with Reflectoris recommended for areas where agood signal is available but becauseof noise or ghost conditions, direc-tivity is necessary. This should beused in areas where traffic is heavyand where there is excessive inter-ference.
Stacked Dipoles should be usedwhere bi-directional characteristicsare indicated, and for locationswhere stations are 180° apart.These can be used in noise -freeareas that have line -of -sight re-ception.
Folded Dipoles may be usedwhere even response over the lowerfrequency band is desired (chan-nels 2 to 6) and where the signal isnot up to full strength. It may alsobe used in areas that are at thelimits of the service range and forapartment houses in multiple an-tenna installations.
Folded Dipole and Reflectoris designed for areas where highsignal strength and directivity aredesired. It should be used wherethere is excessive interference andmultipath distortion and ghosts dueto noise, etc. It also furnishes amore even response over the lowerTV band.
Double Dipole with Reflectorsis used to obtain the maximum inefficiency and the most favorablestanding wave ratio. It is a low im-pedance antenna which gives a highsignal and at the same time pro-vides maximum attenuation for in-terfering signals. When the signalto noise ratio is slightly lower thannormal, this antenna can be used.
Stacked Folded Dipole withReflectors is used to strengthen aweak signal. It is used almost ex-clusively in low signal and "fringereception" areas. High frequencylobes or high frequency antennasmay be added to obtain full recep-tion on the high as well as lowfrequencies.
22 Television
MODEL 9-407M
WITH BIG I Z INCHPICTURE TUBE
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MISSING SALES?
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at,ee,eeeAoofgx,,-e-Resul
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Shelvador* Refrigerators FrostmastersRanges Radios Radio -
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Here's a 2 -in -1 value that's sure to put you in the profit picture!A new compact Crosley Spectator Television Set with a big 12 -
inch picture tube to give your prospects bigger, sharper, clearerpictures-more comfortable viewing than ever before. Plus theextra appeal of full FM broadcast reception. All in a beautifullyproportioned mahogany finish cabinet! Your prospects will wantCrosley "big picture" television. Don't disappoint them-con-tact your Crosley distributor now, or write-
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23
DUMONT'S
DAYTIME
PROGRAMMING
EXPERIMENTResults of this simplified, one -camera; one -prop operationcan have far reaching effectsand will be watched closely byall operating stations.
ITH the high cost of equipment, facilities andpersonnel, television must operate at close to
100% capacity, if it's ever to make money. Limitedfacilities and the almost prohibitive costs of extensivestudio programming has kept down the programmingoutput of television stations almost entirely to night-time programming with the exception of sports and asprinkling of women's shows.
DuMont, not fettered by any AM properties, hastaken a bold step in what they feel is one of the an-swers to this basic economic problem. It's a simplifiedday -time programming based on a one -camera, one -prop operation with fixed lighting.
Naturally their program schedule at this time mustbe a tentative one and subject to much revision asthey learn about the day -time viewing habits of thetelevision audience.
CommercialsIt is DuAlont's feeling that this type of program-
ming schedule will draw a substantial home audienceand should be a good advertising buy. They hold thatmany specialty shops who would otherwise find tele-vision too expensive a medium will now be able tobuy low-cost spots on WABD. Charge for such spotsis pegged at $25. If WABD can stick to this extremelysimplified programming operation, there is a goodchance that the plan may return a sizable income tothe station.
DuMont hopes, though, that this programming ex-periment will do more than solve the television station'simmediate economic problem-they feel they will beable to slant programs at minority groups which wouldnot be feasible under present circumstances when pro-gramming is limited to a few hours an evening.
Dealers should certainly go for this plan for theywill have many more program hours for demonstrationpurposes and obviously with more programming hoursper day, the public will feel that they will be gettingmore for their money.
Stations throughout the country will undoubtedlywatch this bold experiment closely. With studio facili-ties limiting the amount of live production and a de-finite shortage of satisfactory film programming, sta-tions will be closely watching this experiment whichmay well prove one of the ways to get their operationin the black within a reasonable period of time.
Tentative DuMont ScheduleTIME VIDEO AUDIO
Morning
7:007:15 To Your Health Live
Not the usual setting -up exer-cises, but a health program forthe entire family.
7:30 Camera Headlines-Early EditionINS motion picture stills withlive, voice-over commentary.
7:40 Clock -Weather -Temp.
7:50 The School ReporterA report on high school activitiesetc.
8:00 Clock -Weather -Temp.
SIGN ON
Clock -Weather -Temp.
8:30 Your Television Baby Sitter-(ToyTime). Designed to relieve themother while the children watchtelevision. This one will have afemale demonstrating toys, tell-ing stories, etc.
9:00 Clock -Weather -Temp.9:45 Shut -Ins Chapel
10:00 Your Television ShopperDemonstrations of best buysaround town.
10:30 Clock -Weather -Temp.
11:00 Okay Mother-(Dennis James)Cooking and household hintsshow worked around the averagehousewife as guests.
11:30 Your Television Baby Sitter(Story Time)
Afternoon
12:00 Clock -Weather -Temp.
12:15 Teletunes
12:30 News12:45 Tin Pan Alley
Show for song pluggers1:30 News1:45 Clock -Weather -Temp.
2:00 Women's Club2:15 The Needle Shop2:30 Clock -Weather -Temp.2:45 Front Row, Center
What's new on Broadway3:15 House Hunting
How to do it and where to look3:30 Hollywood Stardust4:00 Clock -Weather -Temp.4:15 Audition at 4:15
New talent4:30 Glamour on a Budget4:45 I Cover Manhattan
The news or human intereststory of the day built around anew reporter personality.
5:00 Clock -Weather -Temp.6:00 Wanamaker Studios-"Small Fry"
ET Music
Live
ET Music
Live
ET MusicLive
ET MusicLiveLive
ET MusicLive
Live
ET MusicLive andET MusicLiveLive
LiveET MusicLiveLiveET MusicLive
Live
LiveET MusicLive
LiveLive
ET Music
24 Television
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a? AMERICA'S QUALITYTELEVISION MANUFACTURERSChosen by scorr Radio Laboratories, Inc., for a quality mar-ket that demands the finest in video entertainment, NORELCOPROTELCRAM brings to owners of this superb radio -televisioninstrument a large picture (16" x 12"), free from distortion . . .
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NORELCO PROTELCRAM is bringing dependable, large -screen,clear -view projection to America's leading producers of qualitytelevision receiving sets.
Other NORELCO products include standard 10" direct -view-ing tubes and special-purpose cathode-ray tubes for manyapplications.
The PROTELGRAM projection sys-tem consists of a specially developed 234"projection tube, an optical box withfocus and deflection coils, and a 25 kvregulated power supply unit. Compact-ness and flexibility make possible large -picture television in average size radio -phonograph consoles, consolettes andtable model television receivers.
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September, 1948 25
WASHINGTON
THE need for additional tele-vision channels coupled with
continual laboratory research com-mon to any new industry has beenresponsible for a considerable con-fusion throughout the industry.
The question of utilizing the ultrahigh frequencies for televisionbroadcasting is now with us again.
One of the principal reasons whycolor was turned down was the factthat there was not available suffi-cient knowledge about the charac-teristics of the ultra high frequen-cies and that there had not been atthat time adequate field testing toconclusively demonstrate the prac-ticability of the theories advanced.The FCC ruling, though, left littledoubt that utilization of UHFwould have to come some day.
That day still isn't here. Littlemore has been learned about propa-gation in these frequencies, but nomanufacturer has as yet been ableto design any equipment to gener-ate sufficient power at these highfrequencies.
Du Mont ProposalAllen B. DuMont, at the FCC
hearings, came up with the uniqueplan, which on the surface seemedlike a complete reversal of DuMont'sprevious testimony that the highfrequencies were not ready for com-mercial utilization. However, thisis not the case. Dr. DuMont thinksthat his company has come alongsufficiently in their field testing andresearch work to make it technicallyfeasible to operate in the UHF, but,and this is an important but, onlya limited power of 1 kw.
However, it is his feeling thismay well be the salvation of thepresent lack of an adequate numberof television channels. His plan inbrief is to immediately open up theultra high frequencies to the smallercities which would make availablemore channels for these cities andalso more low frequency channelsfor the major markets. DuMontfeels that this plan is economicallyfeasible and that his company canmarket both UHF receivers andtransmitters within a year.
The FCC is obviously in a spotbecause with every type of pressurebeing brought upon them, it is intheir interest to find more channels.
UHF hearings
Whether sufficient technical datacan be advanced to justify the FCC'sopening up the UHF bands for com-mercial use is doubtful.
APPLICATIONSAustin, Tex.: Texas Telenet SystemInc. has filed for channel 10. Theinitial cost is placed at $154,950with first year's operating expensesat $121,800 and revenues $54,000.
This is the second bid for one ofthe four channels assigned.Corpus Christi, Tex.: Texas Tele-net System Inc. has filed for chan-nel 3. Initial costs are pegged at$129,550, with first year's expenses$110,400 and revenues $54,000.
This is the second bid for one ofthe four channels assigned. Theother is by the Corpus Christi Co.Cumberland, Md.: CumberlandBroadcasting Co. (WTBO) has filedfor channel 2. Initial costs are peg-ged at $110,750 with first year'sexpenses and income, $50,000.
This is the second bid for the oneassigned.
Evansville, Ind.: Trans -AmericanTelevision Corp. has filed for chan-nel 11. Initial costs are placed at$199,600 with first year's expenses$100,000 and revenues $70,000.
This is the first bid for one ofthe two channels assigned.Fort Worth, Tex.: Texas State Net-work Inc. has filed for channel 2.Construction costs are pegged at$295,300 with first year's expenses$180,000 and revenues $140,000.
Three channels have been assign-ed Fort Worth. WBAP-TV is oper-ating and Television Enterpriseshas filed.Frederick, Md.: The MonocacyBroadcasting Co. (WFMD) hasfiled for channel 3. Constructioncosts are estimated at $69,625 withfirst year's expenses $20,000.Harlingen, Tex.: Harlingen Tele-vision Co. has filed for channel 9.Construction costs are estimated at$109,000 with first year's expenses$84,000 and revenue $70,000.
This is the second bid for the onechannel assigned.Los Angeles. Cal.: Los AngelesBroadcasting Co. Inc. has filed forchannel 13, which has already beengranted to KLAC-TV. Estimatedcosts are $403,925 with operating
, applications, CPs, and withdrawals.
expenses the first year, $400,000,and revenues $100,000. KLAC-TVis owned by Dorothy Thackrey andis pending sale to Warner Bros.Madison. Wise.: Monona Broad-casting Co. (WKOW) has filed forchannel 9. Initial costs are peggedat $394,000 with first year's ex-penses $60,000-$6,000.
This is the third bid for the twochannels assigned.
Memphis, Tenn.: Harding College(WHBQ) has filed for channel 2.Initial costs are pegged at $234,-018.65 with first year's expenses$80,000.
Five channels have been assignedwith one CP and 4 bids.San Antonio, Tex.: Texas TelenetSystem Inc. has filed for channel 2.Construction costs are pegged at$127,050 with first year's expenses$110,400 and revenues $54,000.
Texas State Network Inc.(KABC) has applied for channel 2.Initial costs are pegged at $345,100with first year's expenses $180,000and revenues $140,000.
Six channels have been allocated.There are 2 CP's and 5 bids.Tyler. Tex.: Tyler Broadcasting Co.has filed for channel 9. Constructioncosts are pegged at $84,945 withfirst year's expenses $12-20,000.
This is the first bid for one ofthe two channels assigned.Visalia, Calif.: Sierra Broadcast-ing Co. has applied for channel 10.Initial costs are placed at $200,-852.07 with first year's expenses$90,000.
This is the first bid for the onechannel assigned.
WITHDRAWALS:Albany, N. Y.: Press Co. Inc.Allentown, Pa.: 'Fri -City Telecast-ers Inc.Milwaukee, Wisc.: WEXT, Inc.Norfolk, Va.: Tidewater Television
San Diego, Cal.: KLIK, KSDJ,KUSN, Leland Holzer.
PRESSTIME BIDS:Brownsville, Tex.: Brownsville Tel -,.v ro. for channel 7.Phoenix, Ariz.: T. M. and J. M.Gibbons for channel 7.Santa Barbara. Cal.: Radio KISTInc. for channel 6.
26 Television
CONSULTING
TELEVISION
ENGINEERS
r j FRANK H. McINTOSHLI Consulting Radio Engineers
710 14th St.. NW, MEtropolitan 4477WASHINGTON, D. C.
Laboratory: 910 King Street,Silver Spring, Maryland
McNARY & WRATHALL
Consulting Radio Engineers
National Press Bldg. 1/1. 1205
WASHINGTON. D. C.
WELDON & CARR
1605 Connecticut Ave., NW. MI 4151WASHINGTON, D. C.
1728 Wood Street Riverside 3611Dallas, Texas
WORTHINGTON C. LENT
Consulting Engineers
Ring Building Washington, D. C.
1200 18th St., NW. District 4127
A. D. RING & CO. GEORGE C. DAVIS JOHN CREUTZ25 Years' Experience in Radio
Engineering Consulting Radio Engineer Consulting Radio Engineer
MUNSEY BLDG. REPUBLIC 2347 Munsey Bldg. District 8456 319 Bond Bldg. REpublic 2151WASHINGTON 4, D. C. WASHINGTON, D. C. WASHINGTON, D. C.
JANSKY Si. BAILEYAn Organization of
Qualified Radio EngineersDEDICATED TO THE
Service of BroadcastingNational Press Bldg.. Wash., D. C.
DIXIE B. McKEY& ASSOCIATES
1820 Jefferson Place, N.W.Washington 6, D. C.
Telephones: Republic 7236Republic 8296
JOHN BARRONConsulting Radio Engineers
Specializing in Broadcast andAllocation Engineering
Warner Building, Washington 4, D. C.
Telephone NAtional 7757
PAUL GODLEY CO.Consulting Radio Engineers
Upper Montclair, N. J.Labs: Great Notch, N. J.
Phone.: Montclair 3-3000Fall. 4.10011
BROADCASTING STUDIOSDesign and Construction
Television, also F.M. and A.M.THE AUSTIN COMPANY
Cleveland
Nation -Wide 0/ Organization
BERNARD ASSOCIATESConsulting
Radio and Television Engineers
5051 Sunset Blvd. Normany 2.6715
Hollywood 27. California
WINFIELD SCOTT McCACHRENAND ASSOCIATES
Consulting Radio Engineers
TELEVISION SPECIALISTS
410 Bond Bldg. 809B Windemere Ave.Washington 5, D. C. Drexel Hill, Pa.District 6923 Sunset 2537W
E. C. PAGE
CONSULTING RADIO
ENGINEERS
Bond Bldg. EXecutive 5670
WASHINGTON 5, D. C.
KEAR & KENNEDY
Consulting Radio Engineers
1703 K St. N.W. Sterling 7932
WASHINGTON, D. C.
There is no substitute for experienceGLENN D. GILLETT
AND ASSOCIATESConsulting Radio Engineers
982 National Press Bldg.Washington, D. C.
CHAMBERS & GARRISON
Consulting Radio Engineers1519 CONNECTICUT AVENUE
Washington 6. D. C.Michigan 2261
GEORGE P. ADAIR
Radio Engineering Consultants
Executive 1230Executive 5851
1833 M Street, N. W.Washington 6, D. C.
New York Washington HollywoodRICHARD W. HUBBELL and ASSOCIATES
118 EAST 40th STREETNEW YORK 16, N. Y.
MUrray Hill 341028. MUrray Hill 5-1000Planning, Building. Programming,
Development of Video Stations.Management Consultants.
HOYLAND BETTINGERTelevision ConsultantStudio Design, Lighting,
Personnel Training595 Fifth Avenue PLaza 8.2000
A. EARL CULLUM, JR.HIGHLAND PARK VILLAGE
DALLAS 5. TEXAS
JUSTIN 8-6108
September, 1948 27
PROGRAMMING
UROM time to time, TELE-VISION Magazine will report
on available programs. This is byno means a comprehensive listingbut merely the formats, togetherwith prices, of a few programs indifferent categories.
CHILDREN'S PROGRAMS"Howdy Doody"
Relayed from WNBT"Howdy Doody" and his puppet
friends cavort five afternoons aweek with Bob Smith, acting asemcee. Show is presented Mondaythrough Friday, from 5:30 to 6 andis available over the following sta-tions in 1/4 or 1/2 hour segments.Cost on WNBW: Half hour seg-ment, $183 net per program, plusannouncer."Singing Lady" WJZ-TV
Ireene Wicker invites four littlechildren each week and tells themFairy Tales which are acted outwith puppets and a piano accom-paniment. Show is presented Tues-day and Thursday from 5:30 to 6.Cost: $1,300 for twice a week."Kids Carnival" WRGB
Sixteen children, Punch & Judy,a cartoonist, a circus atmosphereand a barker for the master of cere-monies comprises the format forthis youngsters' quiz show. Twoteams of 8 each identify cartoons oftheir favorite comic and fairy talecharacters, put the right nurseryrhyme to Punch & Judy and receivea membership card in the "WRGBTV CLUB."Cost: Twenty minutes. :180.00."Television Playground"
W MAR -TVDesigned especially for children,
program is available for sponsor-ship on a participating basis. For-mat includes motion pictures ofBaltimore youngsters in schools andplaygrounds, comedies and cartoons,installments on serials.Cost: $60 per participation basicrate, frequency discounts applying."Carl's Surprise Package"
WBZ-TVProgram is built around Carl
deSuze, one of WBZ's announcers.While show contains varied fea-tures each week, standard items in-clude showing of cartoons or filmshorts; an illustrated story, a guest
Program availabilities, formats and costs.
artist, a "how to" session showingthe creation of simple craft items,how to play games, etc. Illustratedstory traces the adventures of threemice-"Peek," "Popo" and "Mad-ame Poof Poof." Audience tie-ingimmick is the mailing in of "nextepisode" illustrations and storiesdrawn and written by the juvenileviewers. Groups of youngsters areinvited to the studio each week.Program is aired on Thursdaysfrom 6:15 to 6:45.Cost: $465 per show. (Program-$165 net; rehearsal, as per ratecard, with three hours required-$150 net; time as per rate card-$150 gross.)
NEWS PROGRAMS"NBC Washington Newsreel"
WNBWLocal newsreel, filmed by the sta-
tion staff, consists primarily of fea-ture stories such as the CherryBlossom Festivities with news film-ed as late as the same afternoon ofthe evening's telecast. Reel is avail-able Tuesdays through Saturdaysin the 7 to 7:05 slot.Cost: $125 net per program, in-cluding announcer and narrator.Repeat following the end of pro-gramming every evening-$70."NBC Newsreel"
Relayed from WNBTTen minutes of the latest news,
filmed by NBC cameramen. Avail-able Mondays and Wednesdays.Cost at WNBW: $158 net, plusannouncer.Cost at WRGB: $92."Tele News" WTVR
ter John Shane gives thelatest, up-to-the-minute news andfeature stories, together with inter-esting and important photographsof individual subjects and the day'snews digest. Program is a 10 min-ute feature shown at the conclusionof programming each day.Cost: $55."Views of the News" WSPD-TV
The INS Tele-News film is ship-ped by air daily to Toledo. Film iswithout sound but prepared com-mentary script is rehearsed. Pro-gram is in the 7 to 7:10 slot, Mon-day through Friday.Cost: $400 per week.
REMOTESProfessional Wrestling Matches
WMAR-TVBouts are telecast every Tuesday
evening directly from the Coliseum,at 9 :15 to approximately 10:45. Twocameras, one equipped with aZoomar lens, cover the bouts. Inter-mission before final bout providestime for interviews or other fea-tures.Cost: $575 basic charge. 52 timediscount-$496.25 per night.High School Football WMAR-TV
Series of 10 games on Fridaynights, with two on ThanksgivingDay. Picked up from BaltimoreStadium.Cost: $6,900, all inclusive for 12games."Sidewalk Interviews" WSPD-TV
Art "Gramps" Barrie, WSPDstaff announcer, conducts sidewalkinterviews Monday through Fridayfrom 3 to 3:20.Cost: $325, five shows per week.
VARIETY PROGRAMS"It's on the House" WJZ-TV
Telecast from the Hotel Astordining room, singers and profes-sional guests supplement the effortsof the dinner guests. Show is airedSaturday, from 8:30 to 9.Cost: $2,750."Show Biz" WRGB
Two slightly broken down butwell -versed talent scouts review thelatest plays, movies and radio showsin their slightly broken down officeand are interrupted at regular in-tervals for "auditions," as lead-into the variety sequences. Programruns 20 minutes.Cost: $134.00."Club Video" WTTG
Leading acts from Washingtonnight clubs are invited to Club Videoeach week by emcee Arnold Fine.Five piece orchestra furnishes themusical accompaniment. Program ispresented on Wednesdays, in the7:30 to 7:45 spot.Cost: Upon request."Vaudeville Varieties" WTVR
Four act vaudeville show, featur-ing songs, music and dances drawnfrom Richmond talent. PresentedSunday, 8 to 8:30.Cost: $40.
28 Television
FASHIONANIMATION-In order to clearly show the various detailswhich give individuality to fashion merchandise. Gamble Productionshas developed the FASHIONANIMATION technique. This is a series ofanimated drawings, with the details "jumping in" as the commentatordiscusses them. When the drawing is completed, texture, scenery andprops are added: then the picture dissolves to a live model in a realscene who shows off the dress by acting out a short skit.
"Gene Archer's Music Shoppe"WNBW
Format revolves around a songshop and features Gene Archer asproprietor and Ed McIntyre (pian-ist) as head salesman and owner ofthe building in which the shop islocated. Plot revolves around Gene'sefforts to secure an income sufficientto meet the rent. Telecast on Tues-day, from 6:30 to 6.:45.Cost: $185 net, plus announcer."America Song"
Relayed from WNBTProgram of American folk music,
played and sung by Paul Arnold,visualized with interpretive
dancers appropriately costumed forthe music played. Presented Tues-day, from 7:40 to 7:50.Cost on WNBW: $170 net, plus:I nouncer.Cost on WRGB: $104.
COMEDIES-DRAMAS"Candid Microphone" WJZ-TV
In this television version of theradio program, the camera as well
As illustrated, figure 1 shows the silhouette outline. As the com-mentator discusses the sleeves and neckline, they "Jump" Into place.Next the skirt details appear, as they are described. Then the textureand background is added for the complete picture, with a dissolve toa model wearing the dress. Technique combines emphasis on details,with actual shot of the dress "in use".
as the microphone are hidden. Hu-man interest and comedy elementsof the AM program, are multipliedon the video version. Show is onSundays, from 8 to 8:15.Cost: $4,500, non-commissionable."Rogues of the Rackets" WRGB
Exposes of the methods by whichconfidence men, racketeers, fraudu-lent organizations, gyp artists andthe like, operate. Fifteen minuteformat.Cost: $208.00."Toledo Theatre Time" WSPD-TV
Full length feature films, shownat 8:20 on Mondays (where sportsevents do not conflict.)Cost: $300.
SERVICE SPOTS"Our Town" WMAR-TV
A three and one-half minute localcurrent events film program avail-able on a daily basis. Events select-ed for human interest rather thanheadlines. Follows early and repeatSunpaper News.
Cost: 5 minute air time basiccharge $50-frequency discount ap-plying, plus $35 film productioncharge per day.
"Program Preview" WSPD-TVA five minute billboard for the
features which are to be seen forthe remainder of the evening pro-gram. Shown Monday through Fri-day, from 6:30 to 6 :35.Cost: $135, package for week.
"Weather Report" WBZ-TVThis five minute explanation of
current weather, plus an officialforecast is handled by Dr. JamesAustin, professor of meteorology atM. I. T. Dr. Austin explains theweather and draws in the data fromthe small, official maps onto en-larged blanks. For the forecast, cut-outs of animated figures or carica-tures depicting the weather will beused. Telecast Wednesday throughSunday, at 7:15.Cost: $140.
Astrology via (Ve/evision
VIDEO'S FIRST REAL NOVELTYTHEY WILL LOOK...THEY WILL LISTEN
MADAME ZOE-DAC REGISTERED AND COPYRIGHTED
Once each week, Madame Zoe-Dac gives her scientificHoroscope for the next week. Her method definitelyindicates something of interest to each, and every listener.
On 16mm film, "the madame" comes to you once aweek; made up especially for the week to follow. Theyare eight minutes long, and finely produced.
SEPIA PRODUCTIONS
Mr. Telecaster: Here is a fill-in that can be featured.Mr. Agency: A low priced novelty, that will build an
audience for your client.The madame makes her first appearance, the week of
October fourth.
2640% S. WESTERN AVENUE LOS ANGELES 7. CALIF.
September, 1948 29
Television Trends (continued from page 17)of TV time in August. While 27.4'(of the time devoted to visual sportsin April had no other TV competi-tion, only 16.3% was without com-petition in August. Furthermore,it is not uncommon now that thesame type of programs may be onthree or four stations at the sameseveral stations at the same time.
Drama has been consistently thehighest rated type of TV show. Sig-nificantly, audiences to TV dramashave maintained their high averageratings despite other competition.Drama shows are one of the fewtypes which have not greatly in-creased their time on the air.
All types of TV shows have notmaintained their share of total TVtime, as the following table shows:
of TV TimeApril August
Visual Sports 24.E :;u.2Feature Films 7.1 21.0Kid Shows 9.8 6.5News 10.0 7.4Film Shorts 9.2 9.2Comedy -Variety 5.0 4.5Music 6.2 7.9Drama 2.7 1.5Eyewitness Politics 7.1 .3
Sports News .6 .9Forums 1.8 1.5Quiz Shows 1.2 3.1Food & Cookery .9 .3Fashions .6 .6Misc. 12.7 5.1
The time devoted to visual sportshas increased, but different sportsare now featured. No baseball wastelevised in April, but this sporttook up well over half of the TVsports time in August. Ratings ofsports telecasts are directly depend-ent on the time of day they occur.Boxing and wrestling, strictly nightsports, have an April -August aver-age rating of 23.1, followed bynight baseball with 22.3 and day-time baseball with 17.5. The minorsports of racing, softball and tennisreceived average ratings of 6.1, 6.9and 3.8, respectively. Daytime week-end baseball games receive ratingscomparable to night games.
Telepulse SurveysThe Pulse, Inc., inaugurated
its complete New York televisionsurvey in April, 1948. The serviceis monthly, and includes 1/4 hourratings for TV and competitive
radio shows for a complete week,from 12 Noon through 12 Midnight.TV and radio Sets -in -Use figuresare given for each 1/4 hour, as wellas station share of audience per-centages for Saturday, Sunday andthe five midweek days.
As of September, 1948, each 1/4hour rating will be based on 150TV homes; a total of 1050 homes isinterviewed each month. All inter-viewing is done by the personalinterview -roster technique. Inter-viewers are sent to specified loca-tions, and with the aid of a printedroster of TV programs, find outwhat programs were heard by any-one in the respondent's family forthe time period in question.
The New York TelePulse reportcovers the ten -county metropolitanarea, consisting of the five boroughsand Nassau, Westchester, Hudson,Bergen and Essex counties.
The Philadelphia TelePulse, be-ginning in September, 1948, is alsomonthly, and includes the same typeof TV information. A total of 700TV homes is interviewed eachmonth, and each 1/4 hour rating isbased on 100 TV homes.
A Chicago monthly TelePulse isplanned for 1949.
Breakdown of Station OperationsIMPORTANT: In reading the station operation chart below, several factors such as time charges, commercial sponsor-ship of remotes, etc., must be kept in mind for a true evaluation. Because of the varying factors, thisnot be used for comparative evaluation. These figures are presented merely to indicate a trend.
AverageNo. of Hours
Station Weekly ['.emotes CommercialStudio Film NetworksWABD 36 goWCBS-TV 38 26% .
WATV 25WJZ-TV 29 r,
chart should
Sustaining
40%54%
WNBT 26 I . li 30% 70%WPTZ 3t. I 60% 40%WFIL-TV 35 11% 22% 78%WCAU-TV 26 43% 57%WTTG 29 31 ' ; 46% 54%WNBW 32 30% 70e/rWMAR-TV 37 29' 59% 15'/ 85%WBAL-TV 38 21% 37% 38% 62%WBKB 33 33',; 27(//- 55% 45%KSD-TV 30 45(, 33% 22% 56% 44%WWJ-TV 30 38% 29% 33% 34% 66%KTLA 33 50% 24% 26% 40% 60%KTSL-W6XAO 15 33% 37% 30%WLW-T 30 20% 65% 15% 39% 61%WEWS 23 40% 32% 28% 46% 54%WTMJ-TV 29 42% 23% 29% 6%* 47% 53%WGN-TV 40 61% 25% 14% 54% 46%WTVR 25 54% 7% 39% 28% 72%WBZ-TV 40 24% 28% 48%WBEN-TV 16 35% 15% 50% 15% 85%WRGB 30 31% 25% 44% 22% 78%WSPD-TV 261/2 36% 28% 36'% 31% 69%KDYL-W6XIS 15 40g** 60% 70% 30%KSTP-TV 221/2 -1', 13% 39% 54% 46%
,, 1, 6/111, Alin find Remote.
30 Television
ADVERTISING
ACCESSORIES -1Ronson-Spots. WNBT, WNBW, KTLA,WBKB, WMAR-TV, WWJ-TV. WTMJ-TV, KSD-TV, KSTP-TV, WEWS. Spotspreceding and following baseball. WCBS-TV. Cecil & Preshrey.
AUTOMOTIVE -68Auto Mfgrs.-3lu,stin (:u. spots. WLW-T. Fuller, Smith
& Ross.Ford Motor Co. - Cubs, WBKB; Co-sponsorship of Dodgers, WCBS-TV; Car-dinals, KSD-TV; Senators, WTTG; Brew-ers, WTMJ-TV. Spots. WNBT. J. WalterThompson.Oldsmobile - "Review of the News."WNBT. Sunday. 10 min. newsreel. D. P.Brother & Co.Dealers -53Archway Motors-Spots. WMAR-TV.Baltimore Motors Corp.-Spots. WBAL-TV.Martin J. Barry - Spots. WMAR-TV,WBAL-TV. Paul Brown.Lou Block Motors-"Show Business."WCAU-TV. Monday. 7:00 p.m. 15 min.variety show. Spots. WPTZ. Solis S.Cantor.'Central Chevrolet-Spots. KTLA. HunterAdvtg.Cherner Motor Co.-Spots on "NBCTelevision Journal." WNBW, Spots.WMAR-TV. Kal, Ehrlich & Merrick.Chesapeake Cadicallac Oldsmobile Co.-Spots. WBAL-TV.Chevrolet Dealers-"Telenews." 20 min.weekly newsreel. WBKB, WABD, WTTG,WWJ-TV, WFIL-TV, KTLA, KSD-TV,WMAR-TV. Campbell -Ewald.Cook Company Motors - News. WBKB.4 times weekly. Malcolm -Howard.Crisconi's Philadelphia Motor Car Co.-"Batter Up." WFIL-TV. Mondays. 8:00p.m. 1/2 hr. quiz program.John Daly Motors-"Stump the Artist."WCAU-TV. Tues. 7:45 p.m. 15 min. artshow. Spots. E. L. Brown.Davis Buick Co. - Co-sponsorship ofAthletics and Phillies baseball. WPTZ.Night games. WCAU-TV. J. CunninghamCox.Dodge Dealers (Greater Cincinnati) -"Dugout Dope." WLW-T. 15 min. pre -baseball interview. Ruthrauff & Ryan.Ennis Motors of Milwaukee - Spots.WTMJ-TV.Ford Dealers (Milwaukee)-Co-sponsor-ship of Brewers baseball. WTMJ-TV. J.Walter Thompson.Ford Dealers (Minneapolis)-Co-sponsor-ship of Millers baseball. KSTP-TV. J.Walter Thompson.Ford Dealers (St. Louis)-Co-sponsorshipof Cardinals baseball and dugout inter-views. KSD-TV. J. Walter Thompson.Ford Dealers (Washington)-Spots on"NBC Television Journal." WNBW. J.Walter Thompson.Fox Chevrolet Sales & Service-Spots.WBAL-TV, WMAR-TV.Frost Motors-Spots. WMAR-TV. FrankD. Webb Co.Girard Chevrolet - Spots before andafter sports events. WFIL-TV. Ed Shapiro.New advertisers in August
462 advertisers on television during August ...
George Gorson-Spots. WCAU-TV. PhilipKlein.Griebel Motors, Inc.-Spots. WBAL-TV.Heinel Motors (Dodge and PlymouthDealers)-"Going Places With HeinelMotors." WPTZ. Travel film. Solis S.Cantor.Hough-Gilbert-"Auto Auctions." WPTZ.Thursdays. Joseph Lowenthal.The Kelley Kar Co. -6 spots weekly.KTLA. Tullis.Kopf Motor Sales Co.-Joint sponsorshipof "Telenews Digest." WSPD-TV.Harry Krause - "Studebaker T alentShow." WFIL-TV. Fridays. 1/2 hr. Spots.WPTZ. Harry Taubman.Lee Motors, Inc. -2 spots weekly. WSPD-TV. Direct.Light Car Motors-Spots. KTLA. Direct.Local Chevrolet Dealers Ass'n.-Exhibi-tion football game. WABD. Thurs. 9 p.m.One shot. Spots, WNBT. Campbell -Ewald.Lownsbury Chevrolet Sales Co. - Jointsponsorship. "Telenews Digest." WSPD-TV. 20 min. newsreel. Direct.Marshall Motors - "It Pays to Look."WBAL-TV. 15 min. live show.* Meyer Motor Sales-Spots. WTVR.Carl Mohr-Spots. WMAR-TV. RobinsonAdvtg.Oxford Motor Sales - Spots. WFIL-TV.Park Circle Motors - "Sports Album."WBAL-TV. 5 min. film.Peake Motor Co.-Spots. WNBW, WMAL-TV. Henry J. Kaufman & Asso.Petty Motors (Ford)-Fights and mobilepickup of Utah Open Golf Tournament.KDYL-TV. Gilliam Advtg.Pontiac Dealers (Greater Cincinnati)-"Who Am I?". WLW-T. Tues. 8 p.m. 1/2hr. art quiz. Robt. Acomb, Inc.Paul Schulte Motors-Spots. KSD-TV.Shore Bros.-Time spots. WPTZ. AdrianBauer.Skinker Motor Co.-Spots. WMAL-TV.Henry J. Kaufman & Asso.' Soerens Motor Co.-Spots. WTMJ-TV.State Motor Co.-Spots. WMAR-TV. FoxAdvtg.L. P. Steuart Motors-"Cartoon-A-Quiz."WMAL-TV. 1/2 hr. sports quiz. Kal, Ehr-lich & Merrick.'Susk Motor Co.-Spots. WBKB. Direct.Tom's (Chrysler -Plymouth Dealers) -Spots. WMAL-TV, WTTG. "Capital Citi-zen." WNBW. Tuesday. 1/2 hr. interview.Henry J. Kaufman & Asso.Walton Motors (Lincoln) - Baseballgames. KDYL-TV. George Baker.Carl F. Weissenberger, Inc.-Joint spon-sorship "Telenews Digest." WSPD-TV.Wheeler, Inc. (Chrysler Dealer)-Spots.WTTG, WMAL-TV, WNBW. James S.Beattie.Jim White Chevrolet Co.-Joint sponsor.ship "Telenews Digest." WSPD-TV.Wilkie -Buick, Inc. - "Putting on theDog." WCAU-TV. Wed. 7:45 p.m. 15 Millprogram. Joseph touenthal.
Motor Oils & Fuels -7Atlantic Refining Co.-Co-sponsorship ofAthletics and Phillies. WPTZ. Nightgames. WCAU-TV. Alternate sponsorshipof Braves and Red Sox. WBZ-TV. N.W. Ayer.
General Petroleum Corp. - Olympicgame films. KTSL. West -Marquis.Gulf Refining Co. - "We the People."WCBS-TV. R e l a yed to WMAR-TV,WCAU-TV, WMAL-TV. Tuesday. 9:00p.m. 1/2 hr. AM -TV show. "You Are AnArtist." (Now concluded.) Replaced bythe "Bob Smith Show." WNBT. Relayedto WRGB, WPTZ, WNBW, WBAL-TV,WBZ-TV, WTVR. Young & Rubicam.The Petrol Corp. (P D Q)-Wrestling,KTLA. McNeill & McLeery.Standard Oil of California-Los AngelesAngels' baseball games. KTLA. Spots.KDYL-TV. B. B. D. & 0.Standard Oil of N. J. (Esso) - Spots.WBAL-TV, WCBS-TV, WBEN-TV, WFIL-TV, WBZ-TV, WTTG, WTVR, KDYL-TV, WRGB. Marschalk & Pratt.Texas Company-"Texaco Star Theatre."WNBT. Relayed to WRGB, WPTZ,WNBW, WBAL-TV, WBZ-TV, WTVR.Tues. 8:00 p.m. Kudner Agency.Tires and otherRubber Products -5Burke -Savage Tire Co.-Spots. WBAL-TV.Firestone Tire & Rubber Co.-"Ameri-cana." WNBT. Relayed to WNBW,WRGB, WPTZ, WBAL-TV, WBZ-TV,
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September, 1948 31
A TV Screen Is No BIGGER Than Its Message!
The problem of size for the advertising man is notin terms of screen, but in terms of message. Amessage must be as BIG on a 7 inch screen as itis on one of 24 inches.I left a lucrative advertising agency position abouttwo years ago to study this new medium, and workwith it, so that I could get the right perspective onBIGNESS-of message.May I talk with you about your TV problems, withthe thought of assuming the responsibility for theirsuccess? I can present the best references.Box 927.
WTVR. Monday. 8:30 p.m. 1/2 hr. historyquiz. Sweeney & James.Horn Tire Co.-Co-sponsorship of char-ity sandlot baseball game. WEWS. GerstAdvtg.Milwaukee General Tire Corp. - Spots.WTMJ-TV. Direct.U. S. Rubber Co.-"The At Liberty Club."WNBT. Relayed to WRGB, WPTZ,WNBW, WBAL-TV, WBZ-TV, WTVR.Thursdays. 8:00 p.m. 15 min. variety show.Campbell -Ewald.
BANKS, INSURANCE &LOAN COMPANIES -8Automobile Club of Michigan - Spots.4 times weekly. WWJ-TV. Stockwell &Marcuse.Beneficial Saving Fund Society - Spots.WPTZ, WCAU-TV. Richard A. Foley.First Federal Savings and Loan-Spots.WSPD-TV. Direct.First Federal Savings & Loan Ass'n ofUpper Darby-"Nancy Niland-FederalGirl." WCAU-TV. Tues. 8:00 p.m. 15min. studio show.First National Bank of Boston - "Na-tional Sports Gallery." WBZ-TV. 5 min.Minneapolis Savings and Loan Ass'n.-Dugout interviews. KSTP-TV.Security Bank - Spots. KTLA. Foote,Cone & Belding.Shawmut Bank of Boston - "NightlyNewsteller." WBZ-TV. 10 min. news show.
BEDDING -3*Eclipse Sleep Products-Spots. WFIL-TV, WMAR-TV. Henry J. Kaufman.Purofied Down Products Corp.-Partici-pation in "Birthday Party." WABD. 1/2hr. children's variety program. Berming-ham, Castleman & Pierce.Simmons Co. -2 spots weekly. WCBS-TV. Young & Rubicam.
BUILDING MATERIALS &SUPPLIES -18Athey Paint Co.-Spots. WBAL-TV,WMAR-TV.Builders Equipment Co.-Spots. WNBW.James S. Beattie.
M. Buten & Sons (Paint) - "ButenWeather Man." WPTZ. Thurs. 7:45 p.m.5 min. weather reports. Philip Klein.Century Heat & Air Conditioning Co.-Spots. WCAU-TV. Gersh & Kramer.Day & Night Mfg. Co. (Water Heater)-Spots. KTLA, KTSL. HixsonO'Donnell.Dominion Hardware - Spots. WTVR.Dushofj Distributing Co. (New Era SteelTile)-"Watch Your Step." WCAU-TV.Mon. 8:30 p.m. 1/2 hr. dance instructionand contests. Packard Advtg.Formstone C o .-Spots. WBAL-TV,WMAR-TV.Fremont Rubber Co. - 1 minute spots.WSPD-TV. Wendt Advtg.Gates Contracting Co.-Spots on "NBCTelevision Journal." WNBW. Spots,WMAL-TV, WTTG. Courtland D. Fer-guson.Kane Plumbing Co. - Spots. WTVR.KoolVent Awnings-Spots. WMAR-TV,WBAL-TV. Azrael Advtg. Spots on "NBCTelevision Journal." WNBW. Robt. J.Enders.Major Oil Co. (heating units and ser-vice)-"Major Events." WCAU-TV. Mon-day. 15 min. film. Shaw & Schreiber.Perrna-Stone Corp.-"Outdoor Thrills."WTMJ-TV. 15 min. sports film betweenbaseball doubleheaders.A. L. Robertson - Spots. WMAR-TV.Katherine H. Mahool.Standard Brands Paint Store-"Shoppingat Home." KTLA. Split sponsorship.Strong -Carlisle & Hammond - "PhilcoPresents the Korda Film Series." WEWS.Thermodyne Corp. (Carrier Air Condi-tioning)-Spots. WABD. Van Diver &Carlyle.
CIGARETTES -8American Tobacco Company (LuckyStrikes) - Spots. WW.I-TV, WCBS-TV,WABD, WTTG, WBKB, KTLA, KSD-TV, WMAL-TV, WBEN-TV, WEWS,WMAR-TV, WT MJ-T V, WFIL-TV,WLW-T, WBAL-TV, WTVR, KDYL-TV,WRGB, WNHC-TV. N. W. Ayer. Bobrow Bros. (Bold Cigars) - Spots.WFIL-TV. J. M. Korn Co.
Brown & Williamson Tobacco Co.(Kools)-"Sports Reports." Five min.film sport show preceding Friday boxing.WNBT. Relayed to WNBW, WPTZ,WRGB, WBAL-TV. Ted Bates.Edgeworth Tobacco - "Sportsman'sQuiz." WMAR-TV.Liggett & Myers Co. (Chesterfields) -Giants. WNBT. Night games WPIX. Co-sponsorship of Senators. WTTG. 10 min.program. WTVR. Spots. WJZ-TV, WFIL-TV, WMAR-TV. Newell -Emmett Co.P. Lorillard Co. (Old Golds)-Co-spon-sorship of Dodgers. WCBS-TV. Alternatesponsorship of Cubs and White Sox.WGN-TV. Lennen & Mitchell, Inc.Philip Morris & Co., Ltd.-Spots. WBKB,KTLA, WNBT, WCBS-TV, WFIL-TV,WMAL-TV, WABD. Biow Co.R. J. Reynolds Tobacco Co. (Camels)-"Camel Newsreel Theatre." WNBT,WPTZ, WRGB, WNBW, WBAL-TV,WWJ-TV. WTVR, KSD-TV, WTMJ-TV,WLWT, WSPD-TV. 5 times weekly. 10min. newsreel. William Esty Co.
CLOTHING &APPAREL -18Apco Mfg. Co. Participation in "Wo-men's World." \\ 11KB. 5 times weekly.10:30 a.m. 15 min. shopping segment.Central Advtg. Service.B. V. D. Corp.-Spots preceding or fol-lowing baseball. WABD. Weather reports,WNBT, WPTZ. Spots, WWJ-TV, WGN-TV, WMAR-TV, WNBW, KTLA, WRGB.Grey Advtg.Botany Worsted Mills-Weather reports.WABD, WPTZ, KTLA, WBKB. AlfredSilberstein, Bert Goldsmith.Brentwood Sportswear-Weather spots.WPTZ, WRGB, WTVR. J. R. Kupsick.Brown Shoe Co.-"Baseball Fan Fare."WABD, 15 min. interview precedinggames. Leo Burnett Co.Jay Bucknell, Inc. - Participation in"Doorway to Fame." WABD. 1/2 hr. ama-teur show. Spots, WCAU-TV.0. R. Coblentz-Spot on "Magazine ofthe Week." KTLA.Constant Hosiery Co. - Spots. WTMJ-TV.*Charles Conlin Inc.-Spots. WTMJ-TV.Del Monico Hatters-Spots. WNHC-TV.Evans Fur Co.-"Fashion Quiz." WBKB.Mon. 8:15 p.m. 15 min. quiz. Participationin "Woman's World." 3 times weekly.State Advertisers.Glamour-Glo Hats - Participation in"Woman's World." WBKB. 3 times week-ly. 11:15 a.m. 15 min. shopping program.O'Neil, Larson & McMahon.Goodall Co.-"Players of the Day." WGN-TV. Ten min. interview preceding base-ball. Ruthrauff & Ryan.Hill Shoe Co. -2 spots weekly. WCAU-TV. Solis S. Cantor.Jay Day Dress Co. - Participation in"Birthday Party." WABD. Bermingham,Castleman & Pierce.L. Nachman & Sons (Swirl Housecoats)-Spots. WCBS-TV. Fashion Advtg. Co.Powell -Campbell (children's shoes) -Spots. WABD. Sterling Advtg.Stuart's Clothes - Film spots. WABD.Emil Mogul Co.
FOODS, BEVERAGES -50American Packing Co. -Liv e spots. KSD-TV. Winius-Drescher-Brandon, Inc.Arden Farms - "Shopping at Home."KTLA. Split sponsorship.The Borden Co. -5 min. show precedingbaseball. WNBT. Kenyon & Eckhardt.Breyer's Ice Cream-Spots preceding andfollowing baseball. WPTZ. Spots, WCBS-
32 Television
TV, WMAL-TV, WCAU-TV, WBAL-TV,WFIL-TV. McKee & Albright.L. S. Briggs, Inc. (meats) -Spots. WNBW.Courtland D. Ferguson.Brock's Candy-Spots, WLW-T, WMAR-TV. Liner, Neal & Battle.Canada Dry Ginger Ale Co. - Spots,WEWS, WTMJ-TV, WBEN-TV. Spotspreceding and following baseball. WPTZ,WBKB, WABD. J. M. Mathes.Cott Beverages-Spots. WNHC-TV.Cotton Club Beverages-Spots, WEWS.Lang, Fischer & Stashower.Dad's Root Beer -3 spots weekly. WBKB.Malcolm -Howard Advtg.Diamond Crystal Salt (General Foods)-Spots preceding and following baseball.WABD. Benton & Bowles.Driggs Dairy Farm, Inc.-Spots. WSPD-TV.Duffy -Mott (apple juice) - Film spots.WCBS-TV. Young & Rubicam.G. Fava Fruit-Spots. WMAR-TV.
Fischer Baking Co. - Participation in"Small Fry Club." WABD. Thursday, 1/2hr. children's program. Scheck Advtg.Hausu ald's Bakery-Spots. WMAR-TV.*Helms Bakeries - Spots. KTLA. DanaJones.Horn & Hardart Baking Co.-"The Chil-dren's Hour." WCAU-TV. Sunday. 11:30a.m. Clements Co.*Jaeger Baking Co.-Spots. WTMJ-TV.Klau-Van Pieterson-Dunlap.Jello (General Foods)-"Author Meetsthe Critics." WNBT. Relayed to WRGB,WPTZ, V/BAL-TV, WNBW, WTVR,WBZ-TV. 1/2 hr. discussion. Spots. WABD.Young & Rubicam.Gus Juengling & Sons-Participation in"Kitchen Klub." WLW-T. 4:00. p.m. 3times weekly. William F. Holland.Koester Bakery Co.-Spots. WBAL-TV.Kraft Food-"The Kraft Television The-atre." WNBT. Wednesday, hr. dramaticshow. Relayed to WRGB, WPTZ, WBAL-TV, WNBW, WTVR, WBZ-TV. J. WalterThompson.Kress Farms Dairy -Spots. WBAL-TV,WMAR-TV.Otto L. Kuehn Co.-"Dugout Doings."WTMJ-TV.*Mange's Herold Co.-Spots. WMAR-TV.Maxon Food Systems, Inc. -5 min. tele-transcription. WABD. Tracy, Kent Co.Maxwell House Coffee (General Foods)-"Try & Do It." WNBT. Sunday. 8:30p.m. 1/2 hr. audience participation show.Relayed to WRGB, WPTZ, WBAL-TV,WNBW, WTVR, WBZ-TV. Benton &Bowles.B. Meier & Son (Broadcast Brand
Corned Beef) -3 spots weekly. WCBS-TV.Meadow Gold Ice Cream -2 spots weekly.WTTG. James S. Beattie.Mrs. Morrison's Puddings - INS news.WPTZ. Tuesdays.C. F. Mueller-"Missus Goes -A -Shopping."WCBS-TV. Participation in 1/2 hr. shop-ping program. Wednesdays. Duane Jones.Old Dutch Coffee-Spots. WJZ-TV.Parkway Baking Co. - 1 spot weekly.WCAU-TV. J. M. Korn & Co.Pepsi -Cola Bottling Co.-"Russ David'sTeen Bar." KSD-TV. 1/2 hr. teen-age show.Jimm Daugherty.Peter Paul, Inc.-Spots. WJZ-TV. Platt -Forbes, Inc.Pinney Beverage Co.-Mobile pickup ofsoftball games. KDYL-TV. K. Pinney.Post Cereals (General Foods)-"SmallFry Club." WABD. Thursday. 1/2 hr.children's program. Benton & Bowles.Reed Candy Co.-Midget boxing. WBKB.10 min. studio show. Reincke, Meyer &Finn.
ELECTRONICENGINEERS WANTED
TELEVISIONexperienced in circuit designs, either video amplifier design orscanning circuit design.
TRANSMITTERSENIORS . . .
Technical graduates with a minimum of 6 years engineering andsupervisory experience, capable of assuming responsibilities fordirecting engineers and designers on specific projects connectedwith pulse type transmitters and timer equipment.
INTERMEDIATE ENGINEERS . . .
Technical graduates or equivalent with at least a minimum 4 yearspractical experience in design of transmitter and associatedequipment.
JUNIOR ENGINEERS . . .
Technical degree, minimum 1 year experience in development forproduction of electronic equipment.
RESEARCH CHEMIST . . .
Technical degree and experience for development work onselenium rectifier.
ENGINEERS . . .
Also needed having experience with telephone systems in general.particularly in voice frequency equipment engineering, toll trans-mission systems and carrier telephone equipment.
SALARY COMMENSURATE WITH ABILITYAPPLY IN PERSON OR WRITE PERSONNEL MANAGER
FEDERAL TELEPHONE & RADIO CORP.100 Kingsland Road, Clifton, N. J.
=Kiel's Ice Cream BEN -TBowman & Block.Ritter's Pie Mix -1 spot weekly. WFII.-TV, WMAR-TV. Clements Co.Rubel Baking Co.-"Fans in the Stands."WLW-T. 15 min. pre -baseball interview.Frederick W. Ziv.Sanka (General Foods)-Weather reports.WABD. 5 times weekly. Young & Rubi-cam.Seven Up Bottling Co.-Spots. KSD-TV.Oakleigh R. French.Sheffield Farms - "Small Fry Club."WABD. Monday. 1/2 hr. children's pro-gram. N. W. Ayer.Swan Bottling Co.-Spots, WCAU-TV.May Advtg.Swift-"The Swift Show." WNBT. Thurs-day. 8:30 p.m. 1/2 hr. variety format. Re-layed to WRGB, WPTZ, WBAL-TV,WNBW, WTVR, WBZ-TV. McCannErickson.*Thompson's Dairy - Variety show.WMAL-TV. 15 min. weekly. Lewis EdwinRyan.*Ward Baking Co.-Spots. WNBT, WCBS-TV. J. Walter Thompson.Whitman Candy Co.-WFIL-TV. Ward -Wheelock Co.
Dog Food & Feed -3
*Cargill, Inc.-Spots. KSTP-TV. Bruce B.Brewer.Nutrena - Dugout interviews precedingbaseball. KSTP-TV. Bruce Brewer.Trim Dog Food of Phila.-"Canine Kids."WCAU-TV. Fridays. 7:00 p.m. 15 min.children's participation show.
Wine & Beer -41I niericim Breit ing Co.-Spots. WBAL-
TV.Atlantic Brewing Co.-Wrestling. WGN-TV. Thurs. Grant Advtg.Atlas Prager Brewing Co. - Wrestling.WBKB. Wed. Olian Advtg.P. Ballantine & Sons-Yankee baseball.WABD. J. Walter Thompson.Barbey's Inc. (Sunshine Beer)-"Sports-man's Show." WPTZ. Fridays. 9:25 p.m.15 min. studio show. Gray & Rogers.Bavarian Brewing Co.-"Midwestern Hay -ride." WLW-T. Sat. Ralph Jones.Burger Brewing Co. - Cincinnati Redsbaseball. WLW-T. Midland Advtg.Canadian Ace Brewing Co. -"Telene%sDaily." WBKB. 7 min. newsreel. 7:50p.m. 5 times weekly. Louis Weitzman.Carling's Brewery-"Salute to Baseball."WEWS. Tues. 8:00 p.m. 5 min. show. LeoBurnett.City Liquor Distributors (Wine)-Spots.WTMJ-TV. Dayton-Johnson-Hackert.Cresta Blanca-Spots. WMAR-TV, KSD-TV. Biow Co.Diehl Brewing Co.-"Barber Shop Quar-tette." WSPD-TV. 10 min. musical.Edelweiss Beer-Wrestling. WBKB. Wed.8:30 p.m.Esslinger's Inc. - Wrestling, Tuesdays.WPTZ. INS news preceding baseball. 5min. sports program preceding baseball.WCAU-TV. Lamb, Smith & Keen.Falstaff Brewing Co. - Browns baseball.KSD-TV. Dancer -Fitzgerald -Sample.A. Gettelman Brewing Co.-Spots preced-ing and following baseball. WTMJ-TV.Wrestling, Thursdays. Scott-Telander.
September, 1948 33
TVADVERTISING
EXECUTIVE
Creative . . .
. . . Resourceful
Seeks interesting, challeng-
ing job where he may exer-
cise his wealth of experience
in advertising . .. sales pro-motion . . . merchandising
. . . video films . . . showbusiness . . . music.
Correspondence invited.W rife box 21.
Goebel Brewing Co.-Detroit Tigers base-ball. WW.I-TV. Brooke, Smith, French &Dorrance.William Gretz Brewing Co. - "SportsScrapbook." WPTZ, Thursday. 15 min.sports show. Seberhagen, Inc.Gunther Brewing Co. - "Tele-Sports,"WNBW, WBAL-TV. Thursday. 11:00 a.m.15 min. sports clinic format. Spots. WTTG,WMAR-TV. W. Wallace Orr.Jacob Hornung Brewing Co.-"The Hor-nung Beauty Parade." WFIL-TV. Thurs-day. 9:45 p.m. 45 min. beauty show.Clements Co.Hudepohl Brewing Co. - INS news.WLW-T. Thurs. 9:00 p.m. 20 min. weeklynewsreel. L. F. McCarthey & Co.Hyde Park Breweries Ass'n. - Boxing,wrestling, sports. KSD-TV. Gardner Advg.Imperial Ale-Spots. WEWS. Ohio Advtg.Krantz Brewing Corp.-WSPD-TV.Leisy Brewing Co. -"Leisy's TeleracingReview." WEWS. 9:00 p.m. 6 times week-ly. McCann-Erickson.Liebmann Breweries, Inc. (Rheingold)-Series of 5 min. films on "Miss Rhein-
gold of 1949." WABD, WCBS-TV, WPIX,WJZ-TV. Foote, Cone & Belding.Magnus Beck Brewery-"Sports Album."WBEN-TV. Twice weekly. Moss -Chase.Miller Brewing Co. - Spots. WTMJ-TV.Minneapolis Brewing Co.-Spots preced-ing baseball. KSTP-TV. B.B.D.&O.Mouquin Wines - 5 min. spots. WPIX.Alfred Lilly Co.Narragansett Brewing Co. - Alternatesponsorship of Braves & Red Sox base-ball. WBZ-TV.National Brewing Co. - Spots precedingbaseball. Owen & Chappell.Piel Bros. Brewery - Weather spots.WPIX. William Esty.
Red Top Brewing Co.-"Sports Album."WLWT. 9:00 p.m. Tues.; 8:00 p.m. Wed.5 min. film on sports. Jesse M. Joseph.Robinson -Lloyds, Ltd.-Spots. WJZ-TV.Valley Forge Distributing Co. - 3 spotsweekly. WTTG. Henry J. Kaufman.Rubsam & Horrmann Brewing Co.(R&H Beer) - "Rates High." WPIX.Tues. 8:15 p.m. 5 min. sports show pre-ceding baseball. Paris & Peart.F & M Schaefer Brewing Co. - "SportsAlbum." WCBS-TV. 5 min. film, preced-ing or following baseball. Also spots,WCBS-TV, WNBT, B.B.D.&O.Schmidt Brewing Co. -"Sports Album."WWJ-TV. Twice weekly. Simons -Michel-son.George F. Stein Brewery - Footballfilms. WBEN-TV. H. J. Weil.George Wiedemann Brewing Co.-Wrest-ling matches. WLW-T. Strauchen & Mc-Kim.
GLASS COMPANIES -2Miles Glass Co. - Spots. WTTG. Court-land D. Ferguson.Binswanger Glass Co. - Spots. WTVR.
HOME INSTRUMENTS -45Distributors andManufacturers -33Admiral Radio Corp. -"Admiral MovieTheatre of the Air." WBKB. Full-lengthmotion picture. Cruttenden & Eger. Spots.WFIL-TV. "Press Box." WTTG. 15 min.interview following baseball. Robt. J.Enders. 15 min. live musical. KDYL-TV.Monday. Atkins -Gilbert.Harry Alter Co. (Crosley & LaunderallDist.) - Wrestling, WBKB. Mondays.Malcolm -Howard.W. Bergmann Co. (Philco Dist.) -Featurefilms. WBEN-TV. Bowman & Block.Crosley Dealers (St. Louis)-Spots. KSD-TV. Maurice L. Hirsch.
wDuMont Telesets - "Original AmateurHour." WABD. Relayed to WTTG, WFIL-TV, WMAR-TV, WNHC-TV. Sundays.7:00 p.m. Hour show. "Inquirer Tele-vision Newsreel." WFIL-TV. 7:30 p.m.15 min. newsreel, 12 times weekly. Spots.WABD, WTTG.General Electric Corp. - Co-sponsorshipof Indians baseball. WEWS. B.B.D.&O.10 min. newsreel, WNBT, WBAL-TV,WPTZ, WRGB, WNBW, WTVR, KSD-TV, WTMJ-TV, WLW-T, KSTP-TV,WSPD-TV, WWJ-TV, WBEN-TV. Maxon.General Electric Supply (Baltimore) -"The Curious Camera." WMAR-TV. Sat.7:45 p.m. 15 min. format. Spots. WBAL-TV. Dundon & Rosenbush.General Electric Supply (Buffalo) - 2spots weekly. WBEN-TV. Bowman &Block.General Electric Supply (Cleveland)-Co-sponsorship Indians baseball. WEWS.Dugout interviews preceding games. B.B.-D.&0.General Electric Supply (Washington,D.C.) - Wrestling, WMAL-TV. BelmontVer Standig.F. C. Hayer Co.-Spots. KSTP-TV.Herbert Horne (Admiral)-Feature filmsand boxing. KTLA. Atkins -Gilbert.Lee Distributing Co. (Motorola)-Spots.WTVR. Direct.Main Line Distributors (RCA)-Sportsevents. WSPD-TV. Once weekly. Direct.Motorola - "The Nature of Things."WPTZ. Thurs. 8:15 p.m. Relayed toWNBT. WRGB, WNBW, WTVR, WBAL-TV, WBZ-TV. 15 min. science show. Spots.KDYL-TV, WSPD-TV, WMAR-TV. Gour-fain-Cobb.
Peirce -Phelps, Inc. (Admiral)-Co-spon-sorship of "Uncle Wip." WCAU-TV. !Ion.& Wed. 6:00 p.m. 15 min. children's vari-ety show.Philco (Baltimore)-Spots. WBAL-TV.Philco Dealers (St. Louis)-Spots. KSD-TV.Philco Distributors (Phila.) - Co-spon-sorship of Athletics and Phillies baseball.WPTZ. Night games. WCAU-TV. J. G.Pollock.Philco Distributors (Toledo) -"PhilcoTV Ranch." WSPD-TV. 25 min. 5 timesweekly. Wm. I. Denman.RCA Victor (Chicago)-"T-Formationvs. Single Wing." WGN-TV. Footballgame preceding All -Star game.RCA Victor (Minneapolis)-Co-sponsor-ship Millers baseball. KSTP-TV. J. WalterThompson.RCA Victor Dealers (St. Louis) -"RussDavid's Teen Bar." KSD-TV. % hr. teen-age show.RCA Victor (Salt Lake City) - "Tele-film Snapshots." KDYL-TV. 15 min. pro-gram, twice weekly. George Baker Advtg.RCA Victor (Toledo)-WSPD-TV.Roycraft Co.-Spots. KSTP-TV.Stephen Seth-Spots. WMAR-TV.Simon Distributing Corp. (Motorola)-Spots. WNBW. Henry J. Kaufman & Asso.Standard Supply (Stromberg-Carlson)-5 min. show. KDYL-TV. Twice weekly.(Now concluded.)Stewart Warner Dealers - "TelevisionTeen Town." KSD-TV. 7:00 p.m. Monday.40 min. teen-age program.Strevell-Patterson (Philco)-Korda fea-ture films. KDYL-TV. Wed. 11/2 hrs.Stromberg-Carlson - Participation in"Women's World." WBKB. 10:30 a.m.Twice weekly. 15 min. shopping program.Jones & Frankle.Television & Facsimile Service - INSnews. WPTZ. 5 times weekly. MorrisonAdvt g.
Home Appliances &Housewares -8Conlon Corp - "Conlon DemonstrationParty." WGN-TV. C. C. Fogarty Co.International Silver Co.-Spots. WJZ-TV.Kelvinator - Spots. KSD-TV, WLW-T,WWJ-TV, KTLA. Spots preceding and fol-lowing baseball. KBKB. Geyer, Newell &Ganger.Minute Mop - Participation in "Wo-man's World." WBKB. 7 times weekly.11:15 a.m. 15 min. shopping program.Schwimmer & Scott.Monitor Home Appliances-"The Lay-
tons." WMAR-TV. Relayed from WABD.Wed. 8:30 1/2 hr. dramatic series.Motor Products Corp. (Deepfreeze Div.)-"Peek & Tell." WBKB. Mon. 7 :30 p.m.20 min. quiz show. Leo Burnett.Stieff Silver Co.-Spots. WMAR-TV.Sunbeam, Inc. - "Player of the Day."WGN-TV. 10 min. interview precedingbaseball. Perrin-Paus.
TV Accessories -4Clayton Co. (Polaroid Dist.) - Spots.KSD-TV.Pioneer Scientific Corp. (Polaroid)-Par-ticipation in "Howdy -Doody." WNBT.Thurs. 5:45 p.m. 15 min. children's show.Relayed to WRGB, WPTZ, WBAL-TV,WNBW, WBZ-TV, WTVR. Spots, WCBS-TV, WFIL-TV, WMAR-TV, WPTZ. Spotson "NBC Television Journal." WNBW."Young & Victor". WBKB. Friday. 8:30p.m. 10 min. comedy show. Cayton, Inc.Transmirra Products Corp.-Spots. KSD-TV. Smith, Bull & McCreery.
34 Television
1 YEAR $5.00 11) 3 YEARS $12.00$3.00 each for ten or more
Group Rates: $3.50 each for five to
NAMETill. or Pointe*
COMPANY
ADDRESS
CITY STATEZeno No.
28
Peeaazdewe axe
TELEVISIONEL,;. ii PArir,allA, OF THE INDIISIRf
PIJBLISHED BY FREDERICK KUGEL COMPANY 600 MADISON AVENUE, NEW YORK 22, N. Y.
FIRST CLASSPERMIT No. 43671
See. 510. P. L & R.
NEW YORK, N. Y.
BUSINESS REPLY CARDNo Postage Stamp Nocessary if Mailed in the Unified States
POSTAGE WILL BE PAID BY-
ThIrvigitm600 MADISON AVENUE
NEW YORK 22, N. Y.
Waleo (Tele-Vue-Lens)-Spots. KSD-TV.KTSL. WNHC-TV, WSPD-TV. WEWS.`,check Advtg.
MARINE & AVIATION -5Ihrlphin Point and I ornish if.o. I loin.spots. WSPD-TV. Wendt Advtg.Evinrude Motors. Inc. -- Spots followingbaseball. WTMJ-TV. Scott-Telander.Harbor Boat Co. Spots. KTLA. Ross,Gardner & White.Sanders Aviation, Inc.- Spots followingbaseball. WTTG. Henry J. Kaufman.United Airlines Spots. WCBS-TV,WBKB. KTLA. (Now concluded.) N. W.A% er.
OFFICE SUPPLIES -2Clary Multiplier 'pot,. KTLA. DanaJones Co.*Royal Typewriter Co.- Spots. WCBSTV. KTLA. Wilk B. WJZ-TV. WFIL-TV,KTst,. WCA.T . ming & Rubicam.
OPTICAL & AURAL -4'Belton(' Bearing lid Co. I spotsweekly. WGN-TV. Ruthrauff & Ryan.Dr. Gould --Spots. WBAL-TV.Dr. Kenaga (optometrist) Spots. WSPD-TV. Direct.Universal Optical Co.-Spots. WBAL-TV.
PHOTO EQUIPMENT -4'Beacon Camera-"Knickerbocker Show."WBKB. Sunday. 7 p.m. Hr. show. O'Neil.Larson. McMahon.*Bell & Howell "All Star Preview."WGNTV. Preceded All -Star footballgame. Henri. Hurst & McDonald.*Federal Mfg. & Engineering Corp.Spots. WJZ-TV. I "ydra Camera Co. Spots. Wilk FL
PUBLICATIONS -8Boston Post-"\ iew:. and News of NewEngland." WBZ-TV. 5 min. film.Curtis Publishing Co. (Ladies HomeJournal) - Spots. WCAU-TV, WBKB,WJZ-TV, WFIL-TV, KTSI., KTLA. B.B.-1).&0.The Evening Star Spots. WMAL-TV.Kal. Ehrlich & Merrick.Kaleidescope Magazine Spots. WCBS-TV. WNBT. Ruthrauff & Ryan.*Philadelphia Inquirer - "Features forWomen." WFIL-TV. Thurs. 1/2 hr. show.Sports Afield Magazine "Sportsman'sQuiz." WCRS-TV. Relayed to WMAR-TV,WCAUTV, WMAL-TV. Mon. 8:00 p.m.5 min. sports quiz. Warwick & Legler.TeleViews Magazine Spots. KTI.A. 3times weekly. Direct.William II. Wise & Co., Inc. Spots.WIZ -TV.
REAL ESTATE -8Dreisen-Freednion, Inc. 1 spot weekly-.WMAL-TV. Henry J. Kaufman Si Asso.Randall H. Bogner & Co.. Inc. 1 spotweekly. WMAL-TV. Henry J. Kaufman.R. A. Humphries 1 spot weekly. WMAL-TV. Henry J. Kaufman & Asso.S. Loeb & Sons Spots. WNHC-TV.*Normandy Shores Spots. WNBW.Courtland I). Ferguson.*Salt Lake Real Estate Board - 1/4 hr.show. KDYL-TV. One shot.Shannon & Luchs Spots. WNBW. HenryJ. Kaufman & Asso.Walker & Dunlop -- 1 spot weekly.WM AL.TV. Henry J. Kaufman & Asso.
RETAIL OUTLETS -98Appliance Stores -28.4 nrericon ,Ipplionce Leu-vt t Spots.WTMJ-TV. Gus Marx.
Rig 10 Dealers Assn. - "Doug Arthur'sRecord Room." WCAU-TV. 1/2 hr. show.Shapiro Advtg.Broadway House of Music "DugoutDoings." WTMJ-TV. 10 min. interviewpreceding baseball. CramerKrasselt.Darega-City Radio. Inc. - "Stop Me IfYou've Heard This One." WNBT. Fri-days. 8:30 to 9:00. Comedy show. AlfredSilberstein. Bert Goldsmith.Droegkamp Appliance and Heating Co.Spot. WTMJ-TV. Gus Marx.Electro-Pliance Co. Spots. WTMJ-TV.Gus Marx.Emergency Radio & Appliance-"Shop.ping With Dinny." WBKB. Thurs.Everybody's Radio Shop Spots. WNHCTV.Mort Farr-"Farr Better Sports." Mon.through Sat. Shapiro Advtg.Georges Radio & Television Stores -"NBC Television Newsreel." WNBW.Mon. 9 p.m. 10 min. film. "The StreetSinger." WNBW. Fri. 9 p.m. 15 min. songshow. "Dugout Chatter. WTTG. 15 min.interview preceding baseball. "On Wingsof Thought." WMAL-TV. 1/2 hr. mind -reading show. Spots, WNBW,Robt. J. Enders.Graydon Electric Co. - Weather spots.WSPD-TV. 3 times weekly. Direct.Ische Bros. Radio & Appliance Co.-Spots. WTMJ-TV. Gus Marx.Kierulfl & Co.-Spots. KTLA. W. B. Ross.Al Kime Appliances -1 spot. WBEN-TV.Loomis Temple of Music --Spots. WNHC-TV.Lubar-Spots. WNBW. Alvin Epstein.Music Center-Spots. WBAL-TV.Ned's Auto Supply Spots. WWI -TV.Gerrish Albert.Pesick Radio Spots. WTMJ-TV. GusMarx.Phillip's Radio & Appliance- -Spots twiceweekly. WTTG. I. T. Cohen.Radio Centre Spots. WNHC-TV.Sparks-Withington Co. (Spartan)- "TwoTon Baker." WGN-TV. Brooke, Smith,French & Dorrance, Inc.Sun Radio Co. (Phiko)- Spots. WNBW.Kal, Ehrlich & Merrick.Taylor Electric Co. (RCA) -- Spots.WTMJTV. Gus Marx.Television Co. of Md. Spots, WMAR-TV. WBAL-TV. Harry J. Patz.Toledo Television Corp. Spots. WSPD-TV. Direct.Vincent Radio Co. Spots. WNHC-TV.Ward Radio Co. Spots. WNBW. Kal,Ehrlich & Merrick.
Clothing Stores -23Arrow Stores of Phila. Spots. WPTZ.Harry Feigenbaum.Barney's Clothes, Inc. Spots precedingand following baseball. WARD, WCBS.TV. Emil Mogul Co.A. S. Beck The "Glamour on a Budget"segment of the "Gloria Swanson Hour."WPIX. Wed. 4:05 p.m. Dorland. Inc.*Calvert Hats Spots. WMAR-TV.Jackie Gordon 1 spot weekly. WCAIJ.TV. J. M. Korn Co.*Green's ( furriers) Spots. WNHC-TV.Harris & Frank "Shopping at Home."KTI.A. Split sponsorship. 1/2 hr. shoppingprogram. Stodel Advtg. Hirson's-- Spots. WTMJ-TV.Howard Clothes, Inc. - Boxing, WABD.Tues. Redfield -Johnstone, Inc.Illinois Clothing Mart - Spots. WBKB.Jackson & Moyer -Spots preceding andfollowing baseball. WPTZ. Seberhagen.J. Johnson & Son Men's Clothing- Spots.WNHC-TV.Kleinhans Co. -1 spot weekly. WBENTV. Bowman Si Block.
Lyon Tailoring Co. --Spots. WEWS. OhioAdvtg.Jacob Reed Stores 1 spot weekly.WCAU-TV. W. L. Brown.Rockingham Clothing Store - Spots.WTVR. Direct.Charles Schwartz & Son 1 spot weekly.WTTG. Henry J. Kaufman & Asso.Stuart's. inc. Spots. WTMJ-TV.Harry Suffrin Spots preceding Tigerbaseball games. WWJ-TV. Luckoff, Way -burn Si Frankel.Mano Swartz Furs Spots. WBAL-TV.Harry J. Patz.University Shop Spots preceding base-ball. WTTG. I. T. Cohen.Willy's of Hollywood - "Shopping atHome." KTLA. Split sponsorship, t/4 hr.shopping program.*Zeeman Clothing Co. --Spots. WTVR.
Department Stores -19Adorn. Meld:lint & hider -Aron Co. - INSnewsreel. WBEIVT . Twice weekly.The Boston Store - "Adam & Eve."WTMJ-TV. Thurs. 20 min. show. Mark-Mauntner-Berman.Bullock's Dept. Store-Spots. KTLA.Eastern -Columbia Dept. Store -"Shoppingat Home." KTLA. Split sponsorship, 1/4hr. shopping program. Also spots. StodelAdvtg.The Fair Store - Participation in Wo-men's World." WBKB. 5 times weekly.10:30 a.m. 15 min. shopping segment.Ivan Hill, Inc.Gimbels (Milwaukee) -- "Gimbels Tele-news Digest." WTMJ-TV. Sundays.Gimbels (Phila.) -- "The Handy Man."WPTZ. Fri. 15 min. demonstration. Co-sponsorship of "Uncle Wip." WCAU-TV.Mon. & Wed. 15 min. children's show.
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FILM STUDIOS OF CHICAGO135 S. La Salle St. Chicago 3
September, 1948 35
Hecht Co. (Baltimore) - Orioles base-ball. WMAR-TV. Wed & Sat. Also spots."TV Talent Hunt." WBAL-TV. Kuff &Fieldstein.Hecht Co. (Washington)-Spots, WMAL-TV. Harwood, Martin.Hub Dept. Store - Spots, WMAR-TV,WBAL-TV. Joseph Katz.J. L. Hudson Co.-"Sketchbook." WWI -TV. 1/4 hr. demonstration program. Wolfe,Jickling, Dow & Conckey.Hutzler Bros. Co. - "Album Revue."WBAL-TV.Lit Bros.-"Lits Have Fun." WCAU-TV.Tues. 10:00 a.m. Hr. quiz show in cooper.ation with Admiral, Philco & RCA. R. H. Macy Co.-Spots. WIZ -TV.Schuster's Stores - Spots. WTMJ-TV.Cramer-Krasselt.Schwabacher, Frey-"Shopping at Home."KTLA. Split sponsorship.M. Shaivitz Dept. Store-Spots. WBAL-TV. WMAR.TV.Snellenberg's (Admiral) -Spots. WCAUTV.John Wanamaker - "The Laytons."WABD. Wed. 1/2 hr. dramatic series.
Drug Stores -3Cunningham Drug Stores -"Sportscast."WWI -TV. Simons Michelson.Rexall Drug Stores ---"Shopping at Home."KTLA. Split sponsorship. B.B.D.&O.Whelan Drug Stores Co. - "CharadeQuiz." WARD. Thurs. 8:00 p.m.
Furniture, Rugs, Antiques -10Castro Decorators, Inc. WABD,WIZ -TV. Newmark's Advtg.Chamberlain Furniture Store Spots.WNHC-TV.*Chesapeake Rug --Spots. WMAR-TV.*Kunzelman-Esser Furniture Co.-Spots.WTMJ-TV.Morris Furniture Co. "Shopping atHome." KTLA. Split sponsorship, 1/4 hr.shopping program. J. B. Keifer, Inc.Nelson Bros. Furniture Co. - Baseballscores. WGN-TV. George H. Hartman.Paradise Furniture Co. - "Shopping atHome." KTLA. Split sponsorship, 14 hr.shopping program. Allied Advtg.Pollack's Furniture -- Spots. WMAR.TV.Maurice Chessler.Sempliner & Co.-"Shopping at Home."KTLA. Split sponsorship.Irwin Schaffer-Spots. WPTZ. Direct.
Jewelers -4Barr's Jewelry-Spots. WFIL-TV. Prager.Basch Jewelers-Spots. WSPD-TV. Direct.*Deutsch Jewelry Co.-Co-sponsorship ofcharity sandlot baseball game. WEWS.Ohio Advtg.S. & N. Katz-Spots. 14111R -TV, WBAL-TV. Prager .Advtg.
Repairs & Personal Services -7"Ace Cleaners Spots. Pt, TMJ-T . Stone-O'Halleran.Canaan Cleaners-Spots. WSPD-TV.Century Shoe Repair-Spots. WMAR-TV.Dundon & Rosenbush.Gallagher Cleaners - Spots. WSPD-TV.Golden Star Valet-Spots on "NBC Tele-vision Journal." WNBW. Robt. J. Enders.Solomon's-Spots. WMAR-TV.Vincent Hairdressers - I spot weekly.WFIL-TV. Cox & Tanz.
Miscellaneous -7Alpha Beta Food Stores --- "Shopping atHome." KTLA. Split sponsorship, 1/4 hr.shopping program. Warren P. Fehlman.Baltimore Salvage Co.-Spots, WMAR-TV. "Fix -It Shop." WBAL-TV. Direct.Coast to Coast Stores - 1% hr. "Aqua.tennial." KSTP-TV.
Grimes Stassforth (stationery) -"Shop-ping at Home." KTLA. Split sponsorship.Midwest Salvage Co. - 1 minute spots.WSPD.TV. Wendt Advtg.*Photo Center-Spots. WBAL-TV.L. K. Ward Stores ---"Prime Ribbing."KTSL. Once weekly. R. S. Kellogg Co.
STORAGE -3* mi,d,on I ransjer trot.. WMAR-TV.Melville Storage --Time spots. WPTZ.Three nights weekly. Solis S. Cantor.Security Storage-Spots. WPTZ. Wednes-day. L. M. Beresin.
RECREATION -12*"Annie Get Your Gun- Co. Spots.WBKB. Direct.Chalfonte-Haddon Hall-Spots. WPTZ,WFIL-TV. Lamb, Smith & Keen.Hotel Herman Dining Room - Spots.WMAR-TV, WBAL-TV. Harry J. Patz.Indian Head Golf Course-Participationin "Pars, Birdies & Eagles." WBKB. Wed.I/2 hr. golf show. Presba, Sellers & Presba.* Jerry Lynch-Midget auto races. WWI -TV. 1 weekly. Carl G. Behr Co.Marty's-Spots. WMAR-TV. Fox Advtg.Mission Hills Golf Courses-Participationin "Pars, Birdies & Eagles." WBKB. Wed.1/2 hr. golf show. Presba, Sellers & Presba.Paramount Pictures, Inc.-Film trailers.KTLA, WABD. Buchanan.*Pass Time - 7 min. news program.WBKB. Twice weekly. Malcolm -Howard.St. Andrews Golf Course-Participationin "Pars, Birdies & Eagles." WBKB. Wed.1/2 hr. golf show. Presba, Sellers & Presba.* Saratoga Racing Ass'n.-Spots. WRGB.Twentieth Century -Fox - Film trailers.WPTZ. Kayton-Spiere Co.
TOILET ARTICLES -14B. T. Babbitt, Inc. - "Missus Goes -A.Shopping." WCBS-TV. Participation in% hr. shopping program. Duane Jones.C. R. Bundt Co.-Spots. WSPD-TV.*Centaur Co. (Sterling Drugs) - Spots.WIZ -TV.*Evergreen Soap-Spots. WMAR-TV.Gillette Safety Razor Co.-"Cavalcade ofSports." WNBT. Thursdays. Relayed toWRGB, WPTZ, WNBW, WBAL-TV,WBZ-TV, WTVR. Maxon, Inc.Jiffy Products, Inc. - Weather signals.WPTZ. Sunday. Martin & Andrews.Manhattan Soap. Co. - "Missus Goes -AShopping." WCBS-TV. Participation in 1/2hr. shopping program. Duane Jones.Md. Pharmaceutical Co. (Rem) - Spots.WBAL-TV.Odell Co. (Trol Hair Tonic) -Split spon-sorship amateur boxing. WABD. Mon-days. Lawrence C. Gumbinner.Perfex Co. (cleaning compound)-Spots.KSTP-TV.Procter & Gamble - "Fashions on Pa-rade." WABD. Fri. 8:00 p.m. % hr.fashion format. Benton & Bowles.Snowden Chemical Co. - Spots. KTLA.Ross, Gardner & White.Wildroot Co.-"Cartoon Capers." WBEN-TV. Once weekly, Saturday.Zippy Products -1 spot weekly. WMAR-TV. Martin & Andrews.
TOYS & SPORTS -5Cycloid sporting Goods Co. - 3 spots
weekly. WGN-TV. Bennett, Petesch &O'Connor.Dowd Sporting Goods Co. -"Sports Al-bum." KSD-TV. Westheimer Advtg.Merri-Ment Products - Spots, WFIL-TV,WTTG. Van Diver & Carlyle.Meyer & Thalheimer (toy dept.) ---Spots.WBAL.TV, WMAR-TV.
*Wilson Sporting Goods Co. - All -Starfoothall game. WGN-TV. Ewell-Thuber.
UTILITIES -5Commonwealth Edison Co. - "WGN11Newsreel." Daily. J. R. Pershall.Detroit Edison Co.-Two 15 min. news-casts weekly. WWI -TV. Campbell -Ewald.Gas & Electric Co. of Baltimore-"HowWell Do You Know Baltimore?" WMAR-TV. Quiz show.*Philadelphia Electric Co.-Spots. WFILTV. Al Paul Lefton.Union Electric Co. - "Telequizacalls."KSD-TV. Mon. 1/2 hr. ie er participationshow. Gardner Advtg.
WATCH COMPANIES -5Benrus ii .itch Co.-Spots preceding orfollowing baseball. WNBT. Spots, WFIL.TV. WJZ.TV. J. D. Tarcher.Bulova Watch Co.-Time signals. WNBT.WLW-T, WNBW, WCBS-TV, WTTG.WWJ-TV, WGN-TV, KSD-TV, WEWS,WPIX, WREN -TV, WBAL-TV, WMAR.TV, WBZ-TV, KDYL-TV, KTSL, WSPD.TV. Time signals preceding or followingbaseball. WCBS-TV. Biow Co.Elgin-Time spots. WNBT, WCBS-TV.WPTZ, WBKB, WGN-TV, WNBW,WLW-T, KSD-TV, KTLA, WWJ-TV. J.Walter Thompson.Time Watches, Inc.-INS news precedingbaseball. WPTZ. Sundays. Clements Co.Waltham Watch Co.-Spot-. WNBW.Ehrlich & Merrick.
MISCELLANEOUS -21ACHI-Spots. WMAR-IN.
*Citizens Committee for Equal Represen-tation-Spots. KTLA. Direct. Donaldson -Jones - Mobile pickup ofbaseball games. KDYL-TV.*Virginia Driskill - "Fashion Show."WMAR-TV.* Frank's Nursery Spots. KTLA. AlliedAdvtg.General Automatic Corp. - Spots.WMAR-TV.
Norman Giepe-Spots. WMAR-TV.*Great Gadgets Co. - Wrestling. WARD.Piedmont Advtg.* Martin R. Klitten, Inc. (advtg. agency)--Spots. KTSL.Lordhill Mfg. - Spots. KTLA. BlockAdvtg.Master Rule (tape measure) - Spots.WPIX. Ray Fuller.* Louis Mazor-Spots. WMAR-TV.Norcross Greeting Cards-Spots. WThil-TV, WGN-TV, WREN -TV. Abbott -Kim-ball. Paul's-Spots. WMAR-TV.*Roberts'-Spots. WMAR-TV. Russell's-Spots. KTLA. Smith Bull &McCreery.* Seaboard Seed Co. - Spots. WFIL.TV.Fellman Asso.Stenso Lettering-Spots. WMAR-TV.*Patricia Stevens, Inc. (modeling school)-Girls baseball games. WBKB. Fridays.9 p.m. "Cross Question." WGN-TV. Sun.day. 8:45 p.m. Arthur Meyerhoff.William H. Wells - "Dan the GadgetMan." WABD. 5 min. show. One shot.Screen Asso.* Wisconsin Centennial Exposition-Spots.WTMJ-TV. Bert Gittons.
POSITIONS WANTEDTELEVISION EXECUTIVE thoroughly experi-enced from Brat application through actualoperation. Can train camera crews, production.direction. Available anywhere on assignment orpermanently. Address Frederick HerendeenProductions, Inc., 37 W. Van Buren, Chicago, 5.
36 Television
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