JAY. I'UN 1.°.1 L APF e evision APRIL 1951...JAY. I'UN 1." .1_ L APF e evision1.0 THE BUSINESS MAGAZINE OF THE INDUSTRY Seventh year of publication APRIL 1951 DAYTIME COST PER THOUSAND

JAY. I'UN 1."°.1_ L

APF1.0

e evisionTHE BUSINESS MAGAZINE OF THE INDUSTRYSeventh year of publication

APRIL 1951

DAYTIME COST PER THOUSAND

TV CALIFORNIA STYLE

TM if A

ACQUISITIJN DEPTDAYTON PUBLIC LIBRARY215 E THIRD STDAYTON 2 OHIO

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THIS SUMMER... only a hop -skip -and -a -jump from now,

40,000,000 of your customers will be watching NBC summer television.

Contact your NBC Representative in New York, Detroit, Chicago

or Hollywood for complete summer incentive plan.

Summer Television

1,111,,,rtal Performances"

717z-rea5uir 0/ Musick immorfaisNow artists whose names are musicallegend live again for the modern lis-tener. You can hear them, at their finest,in RCA Victor's "Treasury of ImmortalPerformances."

In recreating these performances on both33 and 45 rpm, acoustical engineers drewon a vault of master records guarded forposterity by RCA Victor. But new electronictechniques, developed through RCA re-search, give the new records a quality farsurpassing that of the originals.

Because RCA Victor could draw on so vast astorehouse of the past, there is something inthe "Treasury of Immortal Performances" forlisteners of every age and taste. Caruso singslight and serious music-as do Schumann-Heink, Mary Garden, and others . . . Pade-rewski is here . . . and, if your taste is forpopular music, such greats as Berigan, Arm-strong, Waller, in rare early records.

*

See the latest wonders of radio, television, and elec-tronics at RCA Exhibition Hall, 36 West 49th St., N. Y.Admission is free. Radio Corporation of America, RCABuilding, Radio City, N. Y. 20, N. Y.

The magic of RCA Victor's "45" sys-tem-as an indepcndeut unit, orcombined with radio or televisionreceivers-has already- led 55 record -makers to adopt it.

IrepplkiARAIDZO CORPOITATION of AAW.C170C41

Wor/d Leader it -2 Radio- first /r27eilevts-/::.--17

"The most terrific television showDetroit has ever seen!"

When the U. S. Senate's CrimeInvestigating Committee held its hear-ings in Detroit last month, WWJ-TVtelevised the entire 2 -day proceedings.

What transpired proved to bethe most terrific television show De-troit has ever seen . . . eyed and earedover approximately 90% of the city's435,000 TV sets.

For the first time, practicallyan entire city was taken right into acourtroom, and given front -row visionof hoodlums squirming under the

probing questions of the committee'sattorneys.

As a direct result of what De-troiters were able to see and hear forthemselves, an enlightened communityis demanding action to rid itself ofthese racketeers.

Here is another in the long listof public service "firsts" which keepWWJ-TV in the public eye . . . andlends its advertisers the communityacceptance which no other TV stationin this market can approach.

FIRST IN MICHIGAN Owned and Operated by THE DETROIT NEWS WWJNotional Representatives: THE GEORGE P. HOLLINGBERY COMPANY

ASSOCIATE AM -FM STATION WWJ

NBC Television Network

ONE OF A SERIES FIATIRING THE MEN WHO MIKE FREE & PETERS TELEVISION SERVICE

Like rather,

like soil!

Four years, University of Michigan.Michigan State College (A.B.)

Three years. U. S. A. A. F.

One year. United Stove Company

One year, Foley Buick Sales Co.Free & Peters (Chicago Office)

since June. 1950

WILLIAM ll. WIEMEIts, JR.!Yessir, Bill's got advertising in his blood--his father is William B. Wiemers, Sr.,a 25 -year man with Farm Journal. Bill's

background also includes Bombers,Buicks, and a B.A. The only "secondgeneration media salesman" in our shop,Bill has proved himself in his ownright, and is 'now one of F & P's realcontributions to the TV industry.

Bill Wiemers is another example of ourbasic F &P philosophy that good menare the most important thing we have to

EE

offer you. Not just good salesmen oranalysts or research men, but good "all-around" men who work night and dayat the job of figuring how TV canwork most effectively for you. That'swhy we're genuinely interested in anyproblem you give us, and then see itthrough, down to the last detail. . . .

And that's the reason we know youagencies and advertisers value our ser-vices, here in this pioneer group of radioand television station representatives.

EXCLUSIVE NATIONALTELEVISION

REPRESENTATIVES

DAVENPORT WOC-TV°(Central Broadcasting Co.-

WHO-WOC)

FORT WORTH-DALLAS WEANTY*(STAR -TELEGRAM)

LOUISVILLE WAVETY*(WAVE, Inc.)

MIAMI WTYJ(Vometco Theatres)

MINNEAPOLIS-ST. PAUL WYCNTY(DISPATCHPIONEER PRESS)

NEW YORK WPIX(THE NEWS)

ST. LOUIS KSD-TV(POST -DISPATCH)

SAN FRANCISCO KRON-TV(THE CHRONICLE,

*Primary NBC Affiliates

PETERS, INC.Pioneer Radio and Television Station Representatives Since 1932

NEW YORK CHICAGO DETROIT ATLANTA FT. WORTH HOLLYWOOD SAN FRANCISCO

2

fLrelevisionTHI BUSINISS MAGAZIN! OF THE INDUSTRYol. VIII, Number 4, April, 1951

contentsDAYTIME COST PER THOUSANDTelevision Magazine's Continuous Cost Study Shows DaytimeAlmost In The Same League As Nighttime

WHAT HAPPENS IN THE MORNINGLarge Audiences And High Ratings Make ThisNew Time Segment A Sound Buy

WHAT THE NEW SHOWS ARE DOINGOldsmobile's Sam Levenson Show, Philco's Don McNeil Show,kaiser-Frazer's Ellery Queen, Speidel's What's My Name,Liggett & Myers' Stork Club and Perry Como,Locally Sponsored Gene Autry Show

WHY SUMMERTIME TV?Fall Time Clearances Plus Large Audience Will InsureMajor Advertisers Staying On This Summer

PRODUCING A "ONE MAN" SHOWHow J. Walter Thompson Paces The Lilli PalmerProgram For Ponds

THE TRIALS AND TRIBULATIONS OF BUYING TIMEA Step By Step Analysis Of Block Drug's Clearing TimeFor Their Network Show, "Danger"

TV ON $22.50 A WEEKOne In A Series On Effective Low Budget Shows

FCC ALLOCATION PROPOSALSTV CALIFORNIA STYLEA Complete Report On California: As A Market, As A ProgrammingSource, And The Cable . . . by Arthur Engel

DEPARTMENTS

FOCUSTV's Shore Of The AM Audience

STATUS MAPNation -Wide Report On Stations, Circulation AndPenetration, And Pertinent Market Data

DAYTIME NETWORK SCHEDULE

NORT NER

Managing EditorJAE!, BIAS

Business Manager

FREDERICK A. KUCEL

Editor and PublisherMURRAY GROSSAssociate Editor

JIM COLEMANAdvertising

9

11

13

15 WCAL-TirChannel 4

17 LANCASTER, PENNA.WGAL-TV is the only televisionstation located in this thriving

18 market. Its coverage area includesthe following counties: Lancaster,York, Lebanon, Dauphin (Harris.burg), Berks (Reading), Cumber -

20 land and adjacent areas.WGAL-TV, for sales results, isgetting better all the time.

HERE'S PROOFIn January, Bulova Watch Co.offered a Jeweler's Polishing Clothon its WGAL-TV "Weatherman"program. After only four announcements, over 2,000 requests werereceived! Cost per inquiry-$.09.One of the reasons why result -

minded sponsors choose WGAL-TV!

The WGAL-TV coverage area isbecoming more productive all the

4 time.

23

33

HERE'S PROOF24-25 Retail Sales Receipts increased

an average of 198%, 1948 com-pared with 1940.Population increased an average

48 of 12%, 1950 compared with 1940.(u. S. Census figures)

Show your product, tell your salesstory in a BUYING MARKET. LetWGAL-TV put climb in your salescurve.

KATHLEEN C1RCOLAAssociate Editor

NIII.TON N\ I NNE.1rt Director

Published monthly by Frederick Kugel Company, 600 Madison Ave., New York 22, N. Y.PLaza 3-3671, 3672, 3673. Single copy, 50 cents. Yearly subscription in the United States,its possessions and nations of the Pan American Union, $5.00; in Canada, $5.50; elsewhere,$G.00. Entered as second class matter February 20, 1945, at the postoffice at New York, NewYork under the act of March 3, 1879. Copyright 1949 by Frederick Kugel Company. All rightsreserved. Editorial content may not be reproduced in any form without permission.

NB C'TV AFFILIATE

A Steinman Station

Clair R. McCollough, Pres.Represented by

ROBERT MEEKERASSOCIATES

CHICAGO SAN FRANCISCONEW YORK LOS ANGELES

Television Magazine April 1951 3

Owned and Operated byTHE EVENING STAR

BROADCASTING COMPANY724 Fourteenth Street N.W.

Washington 5, D. C.

Represented Nationally by

ABC SPOT SALES

4

FOCUSBankrolled by many top national

spenders, as well as major regionalbuyers, morning television gets anearly start (6 a.m. on WCPO-T.V,Cincinnati) and impressive audi-ences (138,700 for WCAU-TV'sMid -Morning Matinee) and highratings (a 13.1, Videodex, forWLW-D, Dayton, Morning Mati-nee).

"What Happens in the Morning,"our staff report on page 11, analyzesthe success of morning film, kiddieand household interest shows.

While Kate Smith and Berk Parksare acknowledged as low cost pro-ducers (with cost per thousand percommercial minute as low as $0.57and $0.81, respectively) lesser -known, local participation showsoperate on comparable levels. Forexample, WPTZ's Hollywood Play-house and 3 to Get Ready show$0.70 and $0.74 costs per thousandper commercial minute. This andother incidental intelligence on day-time cost -per -thousand from TELE-VISION Magazine's continuous coststudy on page 9.

Qualitative Ownership AnalysisShown below are the results of

the latest Industrial SurVeys Co.4,500 family National ConsumerPanel census. The growth of setownership since the last study, fourmonths previously, is evident in allsegments of the population, with themost marked increases in cities offrom 100,000 to 500,000 population,in the North Central Region.

THE TV AUDIENCESept. '50 Jan. '51

U. S. TOTAL 18% 24%Northeast 35 43South 4 8North Central 15 23M'ntain & S'thwest 3 7Pacific 19 25CITY SIZE:Farm 3 6Under 10,000 5 910,000-100,000 9 13100,000-500,000 17 25500,000 & Over 40 51

ECONOMIC CLASS:A (upper) 24 32B 19 26C 18 24D (lower) 12 16EDUCATION:Grade School 16 21High School 22 30College 17 23

OCCUPATION:Prof. & Exec. 21 30Clerical, Sls. & Serv. 22 28Craftsm'n & Forem'n 25 33Laborer & Oper. 19 25Farmer 3 5

Unclassified 8 11

SIZE OF FAMILIES:1 and 2 members 12 163 members 18 254 and 5 members 22 306 and over 19 23PRESENCE OF CHILDREN:5 years & under 23 306-12 22 3013 - 20 18 24No children 13 19

Howard P. Hildreth

Mohawk Carpet Mills' advertisingand sales promotion manager, How-ard P. Hildreth, added his voice tothe current controversy over ratingsand rating services recently, in anaddress before the Syracuse Adclub.

Deploring the "industry wide pre-occupation with statistics and re-search," Mr. Hildreth pointed outthat the prime concern of adver-tisers should be "does it sell" ratherthan "What's my latest Hooper."

"I believe," he added, "that adver-tising as a whole, with radio andtelevision as the major offenders,has become so involved with its ownstatistics and research and ratingsthat it has begun to assume thecharacter of a Gulliver hamstrungby ropes of facts and figures. I don'tmean that we should do away withresearch and statistics altogether,"Mr. Hildreth continued, "I just wantto ask that we stop using the sta-tistics as God . . ."

Television Magazine April 1951

A.N.A. AUDIENCE REPORT

TV SHARE OF TOTAL BROADCAST AUDIENCE, ALL DAYS, 6-11 P.M. LOCAL TIME

Source: TV City

City

Hooperatings; Radio -TV Comparison in TV Cities

(Shown in Original Report)Jan -Feb '50 Mar -Apr '50 Apr-Mcvy '50 Nov -Dec '50(437.4 M TV (5343 M TV (5846 M TV (9845 M TVhomes Feb) homes Apr) homes May) homes Dec)

*Philadelphia 46.3% TV 51.7% TV 55.1% TV 70.5% TVNew York 45.5 51.3 53.7 66.4

*Baltimore 50.2 53.4 54.4 66.1* Providence -Pawtucket 31.3 41.7 46.7 66.0Dayton 35,0 44.8 47.8 64.4

*Detroit 36.4 41.6 44.1 62.1*Washington 43.5 51.2 51.8 61.7*Chicago 39.7 46.6 48.7 61.4Columbus, Ohio 30.2 43.0 46.3 61,3Cincinnati 32.8 42.3 45.8 61.1

*Boston 37.4 44.3 46.6 60.6Buffalo 30.0 38.7 42.9 60.5Toledo 35.7 38.9 41.3 59.7

$Milwaukee 32.4 39.7 43.2 57.7Cleveland 30.2 39.5 41.0 56.6

-Los Angeles 39.1 42.8 45.4 56.2Syracuse 18.6 25.4 31.0 54.2

*Atlanta 25.0 30.1 34.6 52.9* Rochester 19.1 30.1 33.8 52.2$St. Louis 23.0 28.9 30.0 48.8* Pittsburgh 17.8 23.5 26.1 44.7$Minneapolis -St. Paul 17.3 20.8 23.0 44.5San Diego 13.6 18.0 19.7 43.0Memphis 11.2 22.1 26.5 42.2

*Louisville 12.0 18.4 21.6 41.5*Indianapolis 8.1 11.8 14.5 41.3$Kansas City 9.7 11.6 14.0 37.4*Fort Worth -Dallas 16.3 21.4 22.2 35.0$Salt Lake City 12.3 13.4 16.5 34.5*San Antonio 6.9 14.0 17.9 32.1$New Orleans 14.0 14.9 17.9 31.6*San Francisco -Oakland 7.6 10.8 12.9 29.1*Houston 9.6 10.7 11.2 27.7*Jacksonville 7.4 9.4 9.8 26.1$0klahoma City 7.9 10.8 10.7 24.9*Tulsa 9.3 8.2 8.6 18.1

$Interview to 10:00 PM Local TimetInterview to 10:15 PM Local Time*Interview to 10:30 PM Local Time

TRENDS IN HOOPER RATINGS, 1948-1950Five cities with more than 25% TV share of total broadcast audience (in Feb.1950) compared with five cities with no TV.

TV Cities:

BaltimoreCincinnatiDetroitAtlantaColumbus, OhioAvg. 5 TV Cities (above)

Oct. '47-Feb. '48

28.023.534.018.026.025.9

Lux Radio TheaterOct. '49 Oct. '50-Feb. '50 -Dec. '50

16.820.520.314.818.218.1

12.510.315.7

7.57.6

10.7*

Avg. 5 non -TV Cities (below) 22.5 24.7 23.0*

Portland, Oregon 18.4 25.5 22.2

Denver 21.9 24.9 20.4Knoxville 20.3 20.4 20.6Springfield, Mass. 28.0 27.3Shreveport 23.9 25.6Peoria 28.6Spokane 23.2

*Computed by A.N.A.**Includes both original broadcast and rebroadcast.#Shreveport was not used in the latest tabulation because no interviewing wasdone in that city covering these programs during the period Oct. -Dec. 1950;Springfield was not used because it now picks up TV programs from other cities.Source: C. E. Hooper, Inc.

Western

Leader in

Television

KUHNNBC NETWORK

CHANNEL 4Salt Lake City, Utah

National Representative: Blair -TV, Inc.

Helpful techniquesand ideas forTV programs

This new bookshows you how touse movies mosteffectively

MOVIES FOR TVby J. H. Battison is a complete, how -to -do -it guide to the production and transmissionof movies on television. It gives practicalinformation on all cameras, projectors, re-cording equipment, etc., showing how eachpiece operates and how to use it most effi-ciently. It tells how to produce titles andspecial effects, newsreels, all types of com-mercials; how to edit and splice film; howto light scenes for best results on TV; howto combine movies with live scenes. Here isa wealth of useful information togetherwith much experienced advice on what isgood and what bad in movies for televi-sion, and why.

SEE IT ON APPROVALI The Macmillan Co., 60 Fifth Are., New York 11

I Please send me a copy of Movies for TV. I will 11

either remit the full price of $4.65 or return theI book in 10 days.

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FOCUS continued

Weekend Audiences

Lending further statistical sub-stantiation to our recent "SaturdayNoon is Hot" and "TV's SundayPunch" articles (February andMarch issues, TELEVISION Maga-zine, respectively) a recent Febru-ary Advertest Research reportshows high sets -in -use during bothSaturday afternoon and Sundaymorning and afternoon hours. TheAdvertest figures utilize a sampleof 754 metropolitan New York CityTV homes.

A DVERTEST DATA

Advertest Advertest% TV Viewing % TV Viewingin TV Homes, in TV Homes,

Time Period (EST) Saturday Sunday9-10 a.m.

10-11 a.m.11-12 noon

6.29.39.9

7.416.219.2

12- 1 p.m. 18.0 19.21- 2 22.3 26.82- 3 28.5 35.33- 4 34.1 42.84- 5 40.3 49.15- 6 36.6 49.66- 7 38.5 57.27- 8 63.9 75.78- 9 78.1 85.09-10 78.8 83.8

10-11 76.9 76.911-12 midnight 49.3 18.812- 1 a.m. 14.6 8.1

Rural Receiver Report

Among the rural population, Pa-cific States folks seem most excitedabout television, according to theresults of a survey conducted byRadio Reports, Inc., for the RuralResearch Institute, Inc. Resultsfrom a telephone survey of 3,679residents of 37 communities (mostof which have populations under25,000) in 28 states indicate thatan average of 9% of these ruraldwellers own sets and another 8 percent are planning to buy receiversin the next six months. While owner-ship in the Pacific States is secondlowest, at 0.5 per cent, 40 per centplan purchases in the next half -year.

RURAL DATA

%OwnA,. TV Sets

% Plan to BuyTV Sets innext 6 mos.

New England 11.0 13.0Pacific States 0.5 40.0Mountain States 0.0 6.0West N. Central 2.0 3.0West S. Central 2.0 6.0East S. Central 1.0 5.0East N. Central 6.0 2.0South Atlantic 18.0 6.0Middle Atlantic 28.0 13.0NATIONAL 9.0 8.0

Full Coverage of

SOUTH FLORIDA

Includes

S. Palm Beach County

Ft. Lauderdale

Hollywood

and Greater Miami

CHANNEL 4 MIAMI

BY A

FULL TIME

TELEVISION

STATION9 A.M.'TIL 1 A.M.

CHANNEL 4 MIAMI

REPRESENTED BY

FREE & PETERS


for film recording: The Eastman Tele-vision Recording Camera. Whether net-work or local, live or film, recording ofevery broadcast program is your onlypermanent program record. It can payfor itself-and earn a profit, too-bygiving your air -time schedule more flex-ibility, your advertisers wider market

Motion Picture Film DepartmentEastman Kodak CompanyRochester 4, N. Y.

for film projection: The Eastman 16mm.Television Projector, Model 250. Thefirst heavy-duty 16mm. projection in-

strument designed for TV film require-ments, it is specifically engineered toobtain the best possible flat -field imageplus theater -quality sound reproduc-tion from 16mm. sound film for broad-cast on TV audio and video circuits.

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Whisper -quiet mechanical operation-plus sound reproduction free fromhigh -frequency distortion-ht is simpleto operate. It will deliver continuous -duty performance on a full air -time

schedule. Capablle of instant start -stopoperation, it gives your programmingstaff a tool for intercutting film and liveaction instantaneously.

The Ees

c°rdin91:1"ret"h,shows cuno,o. °^ Re

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coverage, and your program depart-ment more sales potential.

This equipment is available for im-mediate delivery and installation. Fordetailed information concerning prices,specifications, and installation data,write directly to Rochester or anybranch office.

East Coast Division342 Madison AvenueNew York 17, New York

Midwest Division137 North Wabash AvenueChicago 2, Illinois

West Coast Division6706 Santa Monica Blvd.Hollywood 38, California

7

0 - 50 entries per county

401k°:t e

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c)0000.,,,i\coecNos,-.

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IZE51 or more entries per county

WCPO-TV Piles Up Proof

Of AudienceIn a four week period of January, 11,301 entries werereceived in a contest to name a beagle hound pup,staged by Guenther, Brown and Berne, Inc., a Cin-cinnati advertising agency, for its client, Royal FurnitureCompany.The program, Big Jim Stacy's Mid -Day -Merry -Go -Round, drew contest entries from 70 counties of Ohio,Indiana and Kentucky, with many coming from towns90 to 100 miles away, showing a WCPO-TV BONUSaudience far in excess of even secondary coveragefigures.Here's proof of WCPO-TV's leadership. WCPO-TV hasbeen 1st in every Pulse Survey for every month sinceit first went on the air, July 1949. WCPO-TV dominatesday -time television listening in Cincinnati and the RichOhio Valley.

SHARE OF THE TELEVISION AUDIENCE,MONDAY TO FRIDAY

STATION 7 AM to 12 noon 12 noon to 6 PM

WCPO-TV 59% 45%STATION "B" 31% 36%STATION "C" 10% 19%

WCPO - TV, AM, fMaffiliated with the

Cincinnati Post

Represented by

THE BRANHAM CO. VIC Pb;ITVWCPO-TV carries 9 out of top 10 programs seen in Cincinnati . . February Pulse

jChannel 7CINCINNATI, OHIO

8

TELEVISION Magazine's Continuous Cost Study

DAYTIME COST PER THOUSANDIF any additional proof be needed

that daytime has "arrived," it'sfurnished in these figures whichshow that daytime cost -per -thou-sand figures can stand up in thesame league with nighttime

It should be pointed out that itis difficult to make any direct com-parison of the relative cost -per -thousand viewers of different pro-grams, for the number of stationsused varies with a consequent directeffect on the size of audience reachedand the degree of amortization ofthe program cost. For example, theKate Smith Show can be amortized,in some cases, over a 55 station line-up as compared to a 4 station lineupfor the Sterling Drug and PremierFood shows. Consequently, Katewould have a lower cost -per -thou-sand. The same situation applies,also, to local shows in cities where

the set circulation varies widely, asbetween Philadelphia and Buffalo.

In the following daytime cost -per -thousand -study, the commercial -minute concept is used merely as adevice to put programs of differinglength and differing commercialtreatment, on a comparable basis.Important advantage to an adver-tiser is that he gets nine minutesof commercial time in daytime, onlysix minutes in nighttime program-ming per hour.

Rating and audience figures arefrom American Research BureauU.S. television audience compila-tions for February 1951. In the caseof some lower -rated programs, view-ers -per -set were estimated whereindicated.

Number of stations and timecosts, except for DuMont's OkayMother and Rumpus Room, are

NETWORK PROGRAMS

from Publisher Information Bu-reau's January figures.

In computing cost -per -commer-cial -minute, a 15 -minute programwas estimated to contain 21/4 min-utes of commercial time; a 30 -min-ute program was estimated to con-tain 41/2 minutes.

Of the local shows used, the majorreason for the difference betweenPhiladelphia cost -per -thousand andthat of Cincinnati -Dayton -Colum-bus is due to the Quaker City's hav-ing twice as many sets as the threeOhio cities combined. Thus, inPhiladelphia, the program cost canbe distributed over a larger poten-tial. Audience figures for localshows are based on February ARBfigures for Philadelphia and Febru-ary Videodex figures for the Ohiomarket.

PROGRAM ADVERTISER STATIONSCOST DAILY

TIME PRODUCTIONAUD.

(000)

Kate Smith Procter & Gamble 38 $4,905 $2,900 6,100M -F (1/4 hr.)*

Kate Smith Hunt Foods 55 6,465 2,900 6,257M -F (1/4 hr.)

Garry Moore Procter & Gamble 49 6,189 1,750 1,903M -F (1/4 hr.)

Okay Mother Sterling Drug 4 1,305 700 279M -F ('/2 hr.)

Rumpus Room Premier Foods 4 1,305 500 269M -F (1/2 hr.)

First Hundred Years Procter & Gamble 44 4,350 3,200 1,493M -F (1/4 hr.)

Bert Parks General Foods 35 5,475 3,3000-

2,404M,W,F ('/2 hr.)

Bride & Groom Hudson Paper 28 4,145 3,190 1,459Th (1/4 hr.)

Betty Crocker General Mills 19 3,627 6,500 930T, Th (1/2 hr.)

Homemakers Exchange Participating 24 1,750** 396M -F (7'/2 min.)

Fashion Magic Intl Latex 22 3,976 6,476 313M,F (1/2 hr.)

PROGRAM

PHILADELPHIAHollywood Playhouse

M -F, 12:30.1:30 p.m.Mid Morning Matinee

M -F, 10:45-11:45 a.m.3 to Get Ready

M -F, 7:30-9 a.m.

CINCINNATI -DAYTON -COLUMBUSFifty Club

M -F, 12:30-1 p.m.

CINCINNATIPaul Dixon

M -F. 3.5 p.m.

1/4 and 1/, hour bracket figures refer to the daily*Combined time and production flgure.

tBased on February ARB ratings.

LOCAL PARTICIPATING PROGRAMS

COST/M/

$1.28

1.50

4.17

7.18

6.69

5.06

3.65

5.03

10.89

4.40

20.47

COM. COST/M/MIN. COM. MIN.

2'/4 $.57

2'/4 .67

2'/4 1.85

4'/2 1.59

4'/2 1.49

21/4 2.25

41/2 .81

21/4 2.24

41/2 2.42

11/4 3.52

41/2 4.55

PARTICIPATIONSCHEDULE STATION

COST PER MIN.PARTICIPATION

PEOPLEt(000)

COST/M/MIN.PARTICIPATION

4 participationsin half hour

WPTZ $150 213 $.70


WCAU-TV 100 83 1.20

4 participationsin 25 -minutes

WPTZ 45 61 .74


WLW-T,C,D 125 125 1.00

6 participations WCPO-TVin half hour

50 47 1.04

time segment used for quoting time and production totals.


)

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Television's most unique mystery program -

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Sponsored by Dutch Masters Cigars.

Presented every Wednesday at 9:30 PM EST, over

DU MONT TELEVISION NETWORK63 affiliated atatione...adivision of Allen B. Du Mont Laboratories,

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Souroe: Videodex 515 MADISON AVENUE, NEW YORK 22, NEW YORK PHONE. MUrray Hill 8.2600

10

Proving that all early morning shows aren't "one man" presentations, WCAU's "Strictly for the Girls" is a real production.

WHAT HAPPENS IN THE MORNING

THANKS to the striking successof daytime TV, the before

noon portion of this segment loomsas the next big time block to beexplored by advertisers.

Audience interest already hasbeen clearly demonstrated. MorningMatinee, WLW-D, Dayton, socksacross a 13.1 Videodex Februaryrating at 8:30 a.m. and corners over34,000 viewers. Baby Sitter, telecastdaily at 10 a.m. on DuMont'sWABD, New York, corrals aneye-opening 100,800, based on 1.5viewers per set. Philadelphia's Mid -Morning Movie, starting at 10:45a.m. over WCAU-TV, hits 8.8 at 11a.m. and pulls in almost 139,000film fans. The same city's early -birder, 3 to Get Ready, which kicksoff at 7:30 a.m. on WPTZ, reacheda peak of 151,000 onlookers, basedon a 6.8 ARB rating during its first

month of programming. ARB re-corded 2.8 viewer per sets, a highfigure in both daytime and eveningprogramming.

Cincinnati has 15% of the city'ssets in use at 9 a.m. Morning Mati-nee, running from 8:30 to 9:30 a.m.on WLW-T records a 7.2 rating,while Morning Movie, its competitoron WCPO-TV, pulls down a 6.9figure. The result: More than 75,000viewers watch both programs in a243,000 set market.

Viewers Per Set

Bulk of the higher rated showsalso corral better than two viewersper home. Coffee & Cakes, WXYZ,Detroit, registers 2.5; Cartoon Car-nival, WTTG, Washington, clocks2.6 and the same station's EarlyBird Theater garners 2.4.

TOP TEN PROGRAMS BEFORE NOON

(Videodex February)

PROGRAM STATION RATINGVIEWERSPER SET AUDIENCE

Morning Matinee WLW-D, Dayton 13.1 1.6 34,000(8:30-9:30 a.m.)

Morning Movie WAAM, Baltimore 9.6 2.1 55,000(10:30-11:041 a.m.)

Kate Smith WSB-TV, Atlanta 9.2 2.4 20,000(11:30-12 noon portion)

Morning Movie WEWS, Cleveland 9.1 2.3 80,600(9-1(1 a.m.)

Come into the Kitchen WSB-TV, Atlanta 8.8 2.1 17,000(11-11:30 a.m.)

Mid -Morning Matinee(at 11 a.m.)

WCAU, Philadelphia 8.8 2.0 138,700

Coffee & Cakes WXYZ, Detroit 8.1 2.5 84,800(9-10 a.m.)

Morning Matinee WLW-T, Cincinnati 7.2 2.2 38,491(8:30-9:30 a.m.)

Morning Movie WCPO-TV, Cincinnati 6.9 2.2 36,800(8:15-9'15 a.m.)

Early Bird Theater WTTG, Washington 6.3 2.4 35,200(10:30-11:30 a.m.)

Kinds of Programs UsedThree types of programs draw

the largest morning TV audiences.Most popular are film screenings asshown from the high percentage ofshows listed above in that category.Second -most -liked programs areformats slanted for women, dealingmostly with kitchen and householdaffairs. Come Into the Kitchen, ToThe Ladies, Your Figure Ladies,Kitchen Kapers, Sally Smart Kit-chen are representative examples.The kiddies come in for a fair shareof programming, too: Cartoon Car-nival, WTTG, Washington; TVBaby Sitter programs on WABD,New York and WLW-C, Columbus;Coco, the Clown, WCPO-TV, Cin-cinnati. A striking example ofmorning programming is WPTZ's 3to Get Ready, starring Ernie Ko-vacs. A 7:30-9 a.m. early -bird show,the format is a combination ofnews, weather, humor and recordedmusic. Temperature and weatherreports are placed on Kovacs' workdesk at all times and the titles ofthe music are posted on a stick filebeside these reports. All a viewerneed do is take a quick glance at thescreen to learn the correct time,temperature, weather and song title.As a result, it isn't necessary towait for Kovacs to announce theseitems.

Even soap opera has invaded themorning field with KSD-TV, St.Louis, funneling Procter & Gam-ble's First Hundred Years into abefore -noon slotting. WSB-TV, At-lanta, has done the same with theKate Smith program.

Advertisers Using ItAn impressive array of sponsors

have signaled approval of early -

Television Magazine April 1951 II

hour telecasting. Kitchen Kapers(WJZ-TV, M -F, 11:30-12 noon),revolving around a recipe contest,has 16 participating sponsors, rang-ing from Best Foods to PhilipMorris cigarettes. Del Monte Can-ned Foods, Co-Ets, Gravy Master,Rad Cleaner and TV DepartmentStore are on WABD, New York.

Mid Morning Matinee, an across-the-board film show on WCAU-TV,Philadelphia, lists Chase & SanbornInstant Coffee, Celanese Corp., Surf,Coronet Magazine and Joy as par-ticipants. The same station's break-fast club show, Strictly for theGirls, (9:15-10 a.m.) presided overby Ed McMahon, also lists six spon-sors. One of them, Coolerator, in-vited viewers to play a game. Toenter fans had to write in a postalcard. The game was explained onWednesday and Thursday broad-casts. On Friday, 1,506, viewerssent in replies; by the followingTuesday, as a result of three an-nouncements, 2,835 requests hadbeen received - convincing testi-mony of the program's drawingpower.

Another good promotion stunt onthe show was done via the "Ed Mc-Mahon Milk Club." McMahon in-vites housewive-viewers to "dragup" a cup of coffee and see the show.He tells the small fry to get a glassof milk and do likewise. Since in-augurating his milk club, McMahon

Candy, Cocoa Marsh and Chiclet.First station to hit the early -

morning trail is Cincinnati'sWCPO-TV, which schedules six fullhours of before -noon programming,signing -on at 6 a.m. with a hill-billy program. A kiddy clown show,news round up, exercise period,feature film, audience participationshow, disc jockey, hillbilly enter-tainers and women's fashions roundout its 6 a.m. to 12 noon slotting.

Like Philly's WCAU, Cincinnati'sWLW-T, can show a strong line-upof sponsors from sign -on time at7:30 a.m. to noon. Programs andsponsors are:7:30 Wake Up and Live

RCA8:30 Your Morning Matinee (simulest)

LaFrance, Robin Hood Flour, BlissCoffee, Lane Bryant, Nu Maid,Perfex, Lilt, Windex, Starlac, Per-tussin, Fisher Cheese, Brisk, Climax,Sacco

9:30 Breakfast PartyRubel Baking Co.

10:00 Breakfast PartyAlbers Super Market

10:30 Magic Tele-KitchenCrosley, Felso, Bovril, French's In-stant Potatoes, Krey, Wilson's Milk,Walkers, Reddi-Whip, College Inn,Viviano.

11:00 Value VarietiesShillito Dept. Store

What Does It Cost?Two items stand out in the finan-

cial structure of morning TV: Timecosts are one-third the evening rate.

WJZ's "Kitchen Kapers," aired 11:30-12 noonweekdays, boasts 16 participating sponsors

has received hundreds of thank -youletters from parents and has 2,000youngsters signed on as club mem-bers. A local dairy, which never be-fore advertised on radio or TV,bought participations on the pro-gram based on the strength of theclub.

The same city's 3 to Get Ready onWPTZ boasts an impressive list of17 sponsors, including RCA -Victor,Snellenburg Dept. Store, Luden's

WCAU's Ed McMahon, 9:15-10:00 a.m., lists 6 sponsors.

Program costs are a fraction ofevening figures, with many pro-grams giving a sponsor the rightto buy participations in a. program,instead of footing the entire bill. Aparticipation in DuMont's BabySitter on WABD can be procuredfor $150. The cost -per -thousand toan advertiser would be a tidy $1.40.On the same station, Kitchen Farecosts a sponsor $250 for a live par-ticipation and $150 for a filmed

message. All participations on WJZ-TV, New York, run to $170 for anapproximate 1 -minute commercial.WOR-TV, New York, charges $120per single participation, $500 forfive. A one -minute participation onWPTZ's 3 to Get Ready costs asponsor $45. In addition, he getsa time signal and a sponsor's recapat the end of the segment.Looking Ahead

Both NBC and CBS are in themidst of whipping up packages tochannel into the 10 a.m.-1 p.m. net-work time periods. (Before 10 a.m.is local station time and cannot bepre-empted by the nets). As ofMarch 26, CBS launched the SteveAllen Show (11:30 a.m.-12 :30 p.m.)with 15 stations so far signalingacceptance. The show features thezany activities of emcee Steve Allen,wacky interviews and a permanentcompany headed by violinist FlorianZabach.

Also in the works is a plan tosimulcast the 10 to 11 :30 a.m.Arthur Godfrey radio show. CBSwill make the move provided all theAM sponsors can be lined up forthe TV side.

Starting May 1, NBC will pushback its daytime programming to12 noon with Ruth Lyons' FiftyClub, a fabulously successful wo-man's program on 3 WLW stationsin Ohio, switched to a networkbasis. Fifty Club will run from 12

WPTZ's Ernie Kovacs plugs 17products from 7:30 to 9:00 a.m.

noon to 12:30 p.m., with two 15 -minute serials slotted to follow.(P&G and Armour are reported in-terested) Since NBC considers the10 a.m.-1 p.m. segments highly de-sirable time franchises, it is offer-ing sponsors a chance to tie-upquarter hour blocks "sight unseen."Advertisers will then get a choiceof one of three categories of pro-gramming : soap operas, kitchenand home shows or variety formats.

12 Television Magazine April 1951

HOW

THE NEW SHOWS

ARE DOING

CONTINUING its analysis ofratings, competition and criti-

cal reaction of the new shows,TELEVISION Magazine's Continu-ous study this month reveals:

Oldsmobile'sLevensonShow

Many in the industry are watch-ing closely the fate of the new SamLevenson format, currently carriedover a Saturday evening 26 -stationCBS line-up. Shortly to be spon-sored by Tintair, the show will bedropped by present sponsor, Olds-mobile, due to cutbacks in auto pro-duction. Olds, however, was verysatisfied with the program's draw-ing power.

A former school teacher, Leven-son created much favorable com-ment with his childhood reminiscingvia TV guest shots. Question nowis, can he sustain a high level ofentertainment on a weekly format?More importantly, is his brand ofhumor sufficiently broad to appealto a national audience? WhileGothamites and most other big cityfolk gobble up his folksy story tell-ing, will audiences elsewhere receivehim with similar enthusiasm?

February Videodex figures reveala sharp divergence in city -by -cityratings. New York, for example,gives him a fine 24.4; Philadelphiaa similar 24.6 and Detroit a good20.9. However, mid -western andmedium -population cities registermuch lower figures: Baltimore, 8.5;Cleveland, 9.9 ; Boston, 10.5; Chi-cago, 10.4 and Cincinnati, 17.8.

That localized humor and situa-

Chesterfield's Perry Como Show gets full production.

tions can appeal to a national audi-ence is proven by The Goldbergs,a dramatic half-hour centeringaround a Jewish family in theBronx. The Goldbergs garner a 29.4national Videodex rating, drawingits top figure-37.4-in New York.However, Chicago checks off 26.0,Philadelphia, 30.4, Boston, 29.5 andToledo, 45.0. Levenson, it wouldseem, must strive for a similarbroad base in his situations.

Top competition to Levenson inlive markets is Kellogg's VictorSorge Show, also recently launched.Featuring the famed Danish pian-ist -humorist, the program shouldprovide stiff competition. In NewYork, however, Levenson has astrong initial advantage. His showpulls down a 24.5 February figureto Borge's 8.5. Videodex nationalratings are:Sam Levenson 17.5(CBS) (21 cities)Victor Borge 14.3(NBC) (10 cities)

Liggett & Myers'Stork Club;Billingsley

When Liggett & Myers contractedfor the Perry Como Show, it pur-chased the 7:45-8:00 p.m., EST,segment on CBS for a Monday -Wed-nesday -Friday hook-up. The com-pany also took an option on theother three nights. Satisfied that the

Perry Como Show(CBS)Stork Club(CBS)Camel News Caravan(NBC)

16.7(41 cities)

8.9(31 cities)

25.7(38 cities)

time segment was a good one, Lig-gett & Myers decided to take overthe Stork Club, an interview show.As of January 21, the former sus-tainer was funneled into the Tues-day and Thursday segments. Thecompany, however, switched to an-other cigarette, long-stemmed Fat-ima for this program.

In striving to build up an over-all following for both shows, onewonders if pitching for two differ-ent brands of cigarettes might notdetract from the overall advertisingimpact. However, the company feelsthat smoker preferences run to reg-ular or king-sized cigarettes and donot compete with each other.

In the entertainment department,the Perry Como stint adds up topleasant entertainment, but theStork Club, featuring ShermanBillingsley interviewing guests, haslittle to offer aside from the glam-our attached to the famed club. TheComo show clicks off a 16.7 ratingin 41 markets, but the Stork Clubsags badly with an 8.9 rating in31 markets. And that's a shame, forthe Stork Club potentially could betop-notch television. The problem iswhat to do with genial ShermanBillingsley who is much more athome as a host than as an inter-viewer. The show needs an m.c. whoknows enough about the backgroundof the celebrities to draw them outproperly. Billingsley's main contri-bution should be hosting, somethingat which he excels. In New York, itshome territory, the show gets oneof its best ratings, 12.3 ; in thehinterlands, it ranges from a 17.1in Atlanta to a 4.1 in Cincinnati.Most ratings hit 4, 5, 6 and 7.

Principal competition comes fromNBC's Camel News Caravan. Video-dex February ratings are:

(continued on next page)


(continued from preceding page)

Camel News Caravan 25.7(NBC) (38 cities)

Locally SponsoredGene Autry Show

A good many in Hollywood areclosely watching Gene Autry's TVdebut. Not only as to possible ex-hibitor reaction but as to how suc-cessful he would be in carrying overhis huge movie following. StartingJuly 26 on a 9 station CBS networkfor Wrigley Chewing Gum, theshow has acquired more than ascore of local sponsors, includingSealtest, Royal Baking, E. J. BrachCandy, Bordens and StudebakerDealers through CBS Radio Sales.

Slotted at various times to workaround regular network shows, theprogram pulls down a 31.9 ratingat 5:30 p.m. Sunday in Detroit;25.0 at 1 p.m. Saturday in Pitts-burgh and 21.7 at 4:30 p.m. Sundayin Cleveland. (ARB gives the net-work -sponsored portions a 25.3 Feb-ruary rating.)

Chief difficulty when the showwas launched centered around movieexhibitor objections to Autry ap-pearing on TV. The star made ahasty trip to Pittsburgh and pointedout the increased publicity to be de-rived from his TV appearances.Autry's frank, straight -from -the -shoulder talk mollified them.

That TV is not detrimental to astar's box office pull can be gleanedfrom the following recent develop-ments : Paramount, for example,will pay Bill Boyd a fabulous sumto co-star with Bing Crosby as aresult of his new-found popularity.The company will do the same forRoy Rogers to co-star with BobHope in an up -coming film. In addi-tion, Sid Caesar and Alan Youngare due for another crack at thescreen with huge salaries dangledbefore them, thanks to their videosuccess.

Philco'sDon McNeil Show

The Don McNeil Show providesanother example of the adaptationof a successful radio formula toTV. McNeil, who built a fabulousfollowing with his early hour Break-fast Club, hasn't clicked with simi-lar effectiveness on TV, for thefollowing reasons : The slow-paced,feminine -slanted AM show, which

has been carried over in many re-spects-hasn't the staying power tocompete with slick evening videofare. Even with the addition ofhigh-priced guest talent, McNeil'sponderous emceeing and the show'spoor comedy quality, add up to lack-lustre entertainment.

Beamed out of the Windy City,but a poor example of the vauntedChicago School of Television, theshow was cut March 14 from anhour package to a 30 -minute format.Reason for the shorter time periodcan be attributed to the show's poorrating-a 13.8 February Videodexfigure-and the tendency of setmanufacturers to spend less adver-tising -wise due to governmental ma-terial cuts. Also, Philco's other bignetwork entrant, is the highly suc-cessful Philco Television Playhouse,a consistently high -rated dramaticshow. When cutting became neces-sary, the weaker sister had to suffer.Strong competition from the Som-erset Maugham Theater, Kraft TVPlayhouse and Famous Jury Trialsis another factor weakening theshow's drawing power. VideodexFebruary ratings are:Don McNeil Show(ABC)Kraft TV Theater(NBC)Somerset Maugham Theater(CBS)Famous Jury Trials(DuMont)

13.8(40 cities)

41.0(39 cities)

17.2(48 cities)

6.6(6 cities)

Speidel'sWhat's My Name

Speidel last fall posed a toughproblem when it patted Paul Win-chell & Jerry Mahoney to star inWhat's My Name. How to combinea superior ventriloquist, Paul Win-chell (and his sidekick, Jerry Ma-honey), with a radio quiz show,What's My Name, and come up witha winning formula. What comes outis a hodge-podge that calls on Win-chell to perform many duties out-side his range, i.e., singing, playingdramatic roles and interviewingcontestants. While the show hasn'tquite found its format yet, mostaudience reaction is favorable. Fi-nally, the company's wrist -bandsare plugged incessantly. The dis-cerning listener, therefore, will findmany grounds for carping.

In the department that countsmost, unfortunately- ratings -theshow comes off quite handsomely.Chief competition is provided by

the Lux Video Theater, which re-corded .a 25.5 October Videodexrating and moved up to a 33.3 Feb-ruary figure. What's My Name,starting with a 22.5 October rating,has jumped to a strong 25.8, witha 2,427,000 homes reaced figure in46 NBC markets.

As to selling effectiveness, theSpeidel Company, a close-knit fam-ily affair, insists on remaining veryhush-hush. A possible barometer isthe fact the show has been renewedfor its third thirteen week run.

Ka iser-Frazer'sEllery Queen

The Ellery Queen Show is an out-standing example of a moderately -priced mystery format-$8,000 pro-gram cost-doing a bang-up job forauto sponsor, Kaiser -Frazer. In ad-dition to its attractive price, theshow garners an excellent 21.9 rat-ing in 10 DuMont cities with1,175,000 sets tuned in.

High point in the show's favor isits ability to build prestige betweenthe company and its far-flung dealerassociations.

As Weintraub's Harry Van Deu-sen puts it : "The dealers love it andhave asked us to renew each time.Since they pay 50% and the factorythe balance, the dealers must knowa good buy when they see one." Cur-rently in its third thirteen weekcycle, the program has moved aheadin the rating department, since LeeBowman replaced Richard Hart,who recently passed away.

The show's rating takes on addedlustre when the line-up opposingEllery Queen is analyzed from thecost viewpoint. Ford Star Revue,$23,000 (hour) ; Alan Young Show,$15,000; Holiday Hotel, $13,500.While Ellery Queen goes merrily onwith its mystery format, the FordRevue has undergone numerous castchanges. Packard, meanwhile hasswitched from a weekly to a bi-weekly set-up, with Arrow Shirtspicking up the tab on alternateweeks. The Alan Young Show,alone, has maintained a steady fol-lowing without apparent loss ofviewer interest due to kinescoping.February Videodex figures are:Ellery Queen

DuMontFord Star Revue( NBC)

21.9(10 cities)

25.5(46 cities)

Allan Young Show 26.11(.B.$) (41 cities)Holiday Hotel

ABC')9.8

(39 cities)


BY this time, every potential ad-vertiser has been bombarded

with the facts and figures-and,above all-special deals to enticehim into expanding his scheduleinto the warm weather days.

Although it is clearly establishedby some of the data to follow herethat summertime is a sound buy,factors other than pure media se-lection decisions will be involved bythose considering summer buys.

Culling through all of the fancypresentations, the basic facts fornational advertisers reduce them-selves to this exposition : "If youwant fall clearances-stay on tele-vision during the summer."

For the regional and local spon-sors the salient points are that (1)choice time segments will open tothem for the first time in monthsand (2) low budget shows will beoffered to them that may give thema chance to experiment and expandat a reasonable price.

To make summertime buys moreappealing, the webs are offering dis-counts that make this even moreattractive. And, to further justifythis added schedule, the networksalso offer a wealth of statistical datademonstrating the fact that thedrop in sets -in -use during this sea-son was at least offset, for manyshows last summer, by the increasein set ownership and usage.

Characteristic of this among topNBC shows, was Break the Bank.This show ran a 31.6 Nielsen forApril through June, dropping to a22.3 during July, August and Sep-tember. But-and this is the bigbut-the loss in audience, from1,182,000 to 1,167,000 was only15,000 !

Going a step further, and possiblyindicating the increased popularityof music programs during the sum -

why

summertime

TV?

mer months, the Voice of Firestonewhich in its second quarter of 1950had an average rating of 9.6 andan audience of 369,000 (Nielsen),scored a third quarter (summer)rating of 14.7, with an audience of698,000, (Nielsen) .

Other NBC presentations, such asthe Kraft Television Theatre, BigStory, the Amateur Hour and We,The People, while reflecting ratingdrops averaging about three points,all showed audience gains averaging16 per cent over the precedingthree month period.

More credence is lent to this tell-ing story by the August, 1950, ElmoRoper study which shows that 73.7per cent of television owners reportwatching their sets as their pre-dominant summer leisure activity.Next in importance among set own-ers was listening to the radio andreading, with 14.5 and 21.3 scores,respectively. Actually, almost asmany TV owners selected TV watch-ing as their predominant summerpastime (the 73.7 figure) as men-tioned all other leisure activitiescombined (a total of 75.2 per cent) .

That summer viewing is high-perhaps higher than what one mightfirst expect-is also borne out by aNielsen report that shows a totalof 27 hours and 4 minutes of aver-age weekly viewing time in TVhomes last summer, a drop of onlyan hour and 59 minutes from theApril through June average of 29hours and 3 minutes a week.

Bolstering this data with equaleffectiveness is the Nielsen surveyshowing an average decline of only14 per cent in the number of sets -in -use, from 7 to 11 p.m., betweenthe three summer months and pre-vious three spring months. Thefigure for the average per minutesets -in -use during the second quar-

ter is 58 per cent; the third quarter,50 per cent.

Where there is often a muchwider variation in tabulations be-tween the various rating services,a similar study of sets -in -use byTele-Pulse, covering New York andChicago, shows almost the same re-sult as Nielsen's 14 figure, a 14.2per cent drop in usage, during June,July and August, from the figuresfor the remaining nine months ofthe year.

One is caught short, though,when analyzing summertime statis-tics which show rating drops accom-panied by increases in audience size.This, because Korean -inspired scarebuying doubtlessly contributed tothe higher retail unit sales of re-ceivers than would be normal - ifthere is such a thing as normal sum-mer receiver sales.

Assuming that no war or taxor shortage -inspired spurt of re-ceiver purchases occurs this year,summer ratings and audiences mayslip somewhat under last year'saverages. However, in the face of around of receiver price cuts, manu-facturers' plans have already beenset for advertising designed to pre-vent too sharp a sales drop duringthe summer. One comforting noteis the fact that receiver sales thusfar this year are actually ahead oflast year's figures, although a slumpis recorded at press time.

In any case, NBC and CBS dis-counts seem sizable enough to offseta loss of audience.

The CBS deal offers an additional10 per cent time discount over theusual 10 per cent earned by 52 weekusers, plus a 331/3 production costrebate (excluding commercials'costs) to advertisers using eightsummer weeks.

The NBC plan permits an eight


week hiatus without a penalty butcalls for five weeks' time costs inthe case of a 13 week lay-off. NBChas also prepared a scale of specificprogram rebates, based on timeperiods. These rebates run $1,000,$2,000 and $4,000 for quarter-hour,half-hour and full hour shows, re-spectively.

But, still by far the most impor-tant consideration, is the fact thatsummertime television users willdoubtlessly receive preferentialtreatment when seeking fall netclearances.

Perhaps the more rugged ofthe 200 -odd net advertisers whocompete for clearances in the52 one and two station marketswill take their chances. Beingfed -up with galloping productiontabs, they may steer shy of summer-time schedules. But many observersagree that there is less to be lostboth in dollars and terms of clear-ances by staying on rather thanavoiding summer schedules.

To the new or smaller televisionusers, summertime seems to hold aworld of promise. First of all, theywill be able to take a crack at choicetime segments.

On either a local or network basisthis may very well result in a newcrop of major regional and/or na-tional sponsors from among a fairlylarge number of hitherto frustratedadvertisers.

A second advantage accruing tothe new or smaller users is thecreative pencil -sharpening programnow in the works at the webs. Thenetworks now have plans in theworks for low budget film, dramaticand variety presentations (most ofwhich will follow already proventelevision formats) that may pro-vide just the right "push" for themore timid tele users.

It is here, on both a national andlocal level, that the nets, agenciesand advertisers may learn some im-portant lessons. All of these ele-ments in the business may find someimportant clues to lowered produc-tion costs, via public acceptance ofgood, hard-hitting production andprogramming and minus the highoverhead burdens of name talentand production incidentals. NBC'sprojected approximation of theirSaturday Night Revue is one stepin this direction.

If no better argument than thiscould be advanced (and one mustaccept the fact that better ones areavailable) this alone would be rea-son enough to go full steam aheadinto summertime TV.

Another interesting element ofsummertime sponsorship is the pos-

sibility of creating program -loyaltyamong new set owners, as both the"Ford Star Revue" and "BroadwayOpen House" did last year overCBS.

The latter, Anchor -Hocking showstarted off as a two -headed monster,trying to build audience not onlyduring summer months but also atthe hitherto unexplored (for vari-ety shows) 11 p.m. time segment.

One wonders whether the OpenHouse would have been half as suc-cessful, had it started during thefall months, when people have lessreason to stay up from 11 to mid-night. Surely, night baseball games

and sultry weather each made im-portant contributions to audiencesize for this presentation.

But - more important-"Broad-way Open House" carried this loyalaudience over into the fall, showinga low cost per thousand ($0.24 costper thousand, per commercial min-ute, as published in December issue,TELEVISION MAGAZINE).

Thus, the 'nut' of the summer-time story seems to be that summer-time can justify itself on a costbasis, if enough ingenuity is used,and can pay off with an extra timeclearance dividend, if properly ex-ploited.

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PRODUCING A

"ONE MAN" SHOW

To pace the sSaw and give it theneeded feeling of motion, Miss Palmerenters through a doorway, rather thanhaving the program open on the mainscene . . other sequences like sketch-ing at an easel provide a change fromthe main set; the usual inferior sceneon a couch.

TO the advertiser looking foreffective low cost programming

the "one man" show is probably hisbest buy. There are many such pro-grams on TV and one of the bright-est of the new entries in this cate-gory is Pond's Lilli Palmer show.

The chief problem on this type ofprogram is how to keep it movingso that it doesn't become static.To give the show a sense of move-ment, three moveable cameras areused. One camera, taking a three-quarter shot spotlights Miss Palmerentering the room. She refers tosomething on the table. The camerafollows her to it. A second cameraflashes a close-up on the object andthe two implements are alternatedon the following monologue. ThenMiss Palmer refers to her guest.The third camera changes to a half-length shot and moves with MissPalmer to the visitor.

When she arrives at the couch,another shot will show the twochatting. Throughout the interview,two cameras will be alternated : oneused for close-ups of each party, theother catching both figures. Mean-while, the third camera has swungover to the live commercial spot.Finishing her informal interview,Miss Palmer tells her audience thatshe will now turn them over to ayoung lady who will tell them aboutPond's Angel Face. Camera Threepicks up the commercial spiel as oneof the earlier -used cameras is setup for Miss Palmer's closing mes-sage. The other winds up proceed-ings by flashing the program cred-its.

Pond's and their agency, J. Wal-ter Thompson, were extremely for-tunate in obtaining a personality asstrong as Miss Palmer. The show isreally quite simple and on paperdoesn't even read like good tele-vision. Miss Palmer tells of hertravels, recites a monologue, inter-views a guest and sometimes singsa song. This is the pattern of anyone of a hundred one-man showson TV.

Since Miss Palmer employs littlescript material, with most of it herown creation, she only requires theservices of a secretary. The Fridayprevious to a broadcast, the actressmeets her guest and selects some-

thing from the chat for their talk.Both meet again the following Tues-day afternoon to discuss the make-up of Thursday's show.

As for the monologue, the actressalso chooses that the previous Fri-day and memorizes it over the week-end. Similarly, she tries to slant herprogram's material to blend in withthe particular guest. If her visitoris a Frenchman, for example, shewill discourse on the country basedon her own experience, call on himto further amplify the story.

Thursday at 5 p.m. Miss Palmerruns through the show for the firsttime. She takes no direction, al-though three cameras are trainedon her. She does what she wants andthe cameras try to follow her. Afterthe run-through, Director BruceAndersen tells the actress what canbe caught properly by the camerasand what must be changed. Secondjob is to cut the program to correctlength, since the original outlineinevitably runs longer than theallotted time. Andersen will suggestdeletions: perhaps less of the mono-logue, song or interview.

All told, nine people are in theproduction crew. Here's how theyline up: Charles Kibbe is the pro-ducer and is responsible for overallcoordination; Director Andersensupervises the actual production;Actress Lynn Merril reads thePond's commercial while model JoanMurray demonstrates correct man-ner of application. The three cameramen, Miss Palmer's secretary and aJ. Walter Thompson commercialwriter round out the team.

Another great advantage of thistype of show is the simplicity of setrequirements. For example, on thePalmer program a replica of thestar's own living room is the perma-nent set, which does away with ex-pensive weekly background changes.

The need for high priced writingtalent is also dispensed with. An-other moderate cost factor is theneed for a "personality" rather thanan expensive "name star" who canserve effectively as the guest inter-viewee. As a result, the Palmershow can be brought in for $2,000-$3,000 weekly.

While there are few Lilli Palmer'savailable, this is the type of pro-gram that can be successfully pro-duced in Albuquerque, as well asNew York. Every city has a numberof strong personalities who, if prop-erly handled, can develop into bright"one-man" programs.


CAN CLEAR WED.r pp

4 - -

\; 1

CAN'T CLEAR WED.

CANCLEAR WED:

CAN CLEAR

TOES' 12 M.

HAD Block Drug Companyknown the pitfalls to be en-

countered in clearing time on anational network, they might havethrown in the sponge before theystarted, according to ad chiefGeorge Abrams.

Currently, Block Drug's program,Danger, has a 28 -station line-up, butas Abrams so aptly puts it: "Veryfew have been gotten without blood,sweat and tears." The proceedings,however, started innocently enough.

Last May, Block Drug, after care-ful research, gave Abrams the go-ahead signal. The company chose amystery program, Danger, slottedafter an already established show ofthe same nature, Suspense. Theagency, Cecil & Presbrey, informedits client that CBS could clear about15 live stations on Tuesday eveningat 10 p.m. In the initial stages,Block Drug had given no considera-tion to kine, nor was it interestedin that type of operation.

The first unexpected obstacleoccurred . . . CBS could clear only8 live and 4 stations on kine. Livemarkets were:

The Trials and Tribulations

of Clearing Network Time

Boston WNAC-TVChicago WBKBCincinnati WKRCColumbus WBNSDayton WHIONew York WCBSPhiladelphia WCAUSyracuse WHENKine markets were:Atlanta WAGA(11 p.m., Fri.)Baltimore WMAR-TV(11 p.m., Fri.)Kalamazoo WKZO(8:30 p.m., Mon.)Los Angeles KTTV(10:30 p.m., Tues.)Following the first program,

Block Drug has been occupied witha three -fold project: switching fromkine to live wherever possible ; mov-ing the kine shows from late -hourto earlier segments ; keeping asharp eye peeled for openings inmarkets where the show has notfound a time period.

From September 19 to the pres-ent, the following maneuvering tookplace :

KPIX, San Francisco, found akine opening, slotting the show at10 p.m. Tuesday, as of October 3.

Company bought kine on KRLD,Dallas, with program scheduled at10 p.m. Thursday, starting October5.

Purchased 11 to 11 :30 p.m. seg-ment on Thursday evening for akine showing on KING, Seattle, be-ginning October 5.

Acquired live time as of October10 on KMTV, Omaha, but had touse kine because someone else hadthe cable at that hour.

Live time became available inDetroit when a sponsor failed torenew his show. By carefully watch-ing the time segment, Block nabbedit as of October 17.

Live time opened up December 5on WAVE, Louisville.

At year's end, Block Drug in spite

of all-out efforts, had amassed atotal of only 18 outlets.

This year's activity included :WAFM, Birmingham, took show

starting January 14 and channeledit at 7 p.m. Sunday.

KEYL, San Antonio, accepted theprogram for kine showing at 10p.m. Tuesday, effective January 30.

Company got word that the sec-ond half of the Frank Sinatra Show,which remained unsponsored, couldbe replaced with a sponsored showon WMAR-TV, Baltimore. As ofJanuary, Danger was switched fromits 11 p.m. Friday slotting to themore advantageous 9 :30 p.m. Satur-day segment.

Washington, D.C., a good marketwhere Block was unable to find aworthwhile time clearance for thefirst four months, opened up as ofFebruary 3. WTOP took the showon a kine basis in place of the sec-ond half of the Sinatra program.

WEWS, Cleveland, did the same.Although Block Drug was happy toget into Cleveland, live time couldnot be procured. Word camethrough finally that a beer sponsorwas dropping its live show onWBWS and Block Drug moved fast.Nevertheless, The Bigelow Theatrepeople offering a filmed dramaticshow on a local basis won out.Danger as a live show was classifiedas a network program. The stationpreferred Bigelow, since it receivedthe full rate card.

When Startime--live competitionto Danger oii WXEL-lost its spon-sor, Block switched over, althoughthe outlet was not a CBS affiliate,so as to get live time. Such are thecomplexities of time buying.

On March 13th the program wasshifted from kine to live on KMTV,Omaha, when the single circuit was


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Bond Bldg. EXecutive 5670WASHINGTON 5. D. C.

cleared. The company, however, hadto take Davenport to clear the cir-cuit.

Minneapolis proved to be thethorniest set-up. When Block's salesmanager visited the city, Abramstold him to check the time set-up onWTCN and KSTP. The managerfound no time available on WTCN,CBS outlet, but KSTP, NBC affili-ate, could clear 10:30-11 p.m. Mon-day evening, provided the show wasto be billed at local rather than net-work rate. NBC also agreed. CBS,however, indicated that such a pro-cedure was not possible. "It makesno sense," Abrams moaned. "Wewant to buy time. It's there, yet wecan't get it."

The two latest purchases are:KSL, Salt Lake City opened the

10 p.m. Wednesday segment, begin-ning March 28.

WMBR, Jacksonville, cleared 10p.m. Tuesday for a kine showing,starting May 1.

After a thorough test in Los An-geles, Block Drug decided kinewouldn't work in the Los Angelesmarket. Originally on at 10:30 p.m.Tuesday evening, the program wasmoved to an 8:30 p.m. spot oppositeMilton Berle. Both spots clicked off

shifted to radio, sponsoring theElmer Peterson Show, a 15 -minute,Saturday evening news program onthe NBC Pacific Coast Network.

Abrams has generally found com-pany sales are not as good in kine-scope markets. "The time seg-ment is usually not as satisfactory,and the quality of the kine is darker,which makes the show lose some ofits dimension. Announcer DickStark, a great personality, comesacross as a dynamic figure whenseen live. On kine, he comes overflat."

"The most valuable thing we'velearned," Abrams points out, "is theneed for personal contact with sta-tions throughout the country. Oneof the tip-offs on the Sinatra situa-tion came from a station manager.Secondly, it's important to watchwhat other advertisers are doing.We suspected Startime's sponsorwould drop out. When it happened,we were able to take advantage ofthe open time."

Was it worth the effort?"To us, TV is the hottest medium

we've found for any of our products.Making a comparison, the TV mar-kets stand out like a sore thumbover the non -TV ones."

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20

TV on

INTHIS day of high budget ex-

travaganzas, successful low bud-get campaigns strike one like afresh breath of mountain air.

Arrow Cleaners, a local dry clean-ing establishment, using one par-ticipation a week at a 52 time rateof only $22.50, on Miami's WTVJ,has been so successful that theyhave dropped all other advertising.

Discussing their success with thecampaign, Warren H. Cash, presi-dent of the retail firm, points outthat while they went ahead with theTV show with some reservations,their percentage of results with TVcompared to daily newspapers issuch that we hesitate to quote truefigures.

"We have filled our plant to over-flowing capacity in less than fourmonths," continues Mr. Cash : "Ourfondest hope was to be near capacityin one year."

The Arrow participation is on theAlec Gibson Show, a "one man"program. Originally conceived as ahalf-hour disc jockey presentation,the show was inaugurated in April,1950 between 3:30 and 4:00. In anattempt to acquaint viewers withearlier television hours, the showwas moved into successively earliertime slots and finally settled intoits present, 3:30 p.m. to 4:45 p.m.,spot as other shows filled in.

Audience reaction was such thatthe format of the show has changedinto an informal stanza built aroundGibson's engaging personality, withno more than two records playedduring each 90 -minute stint.

Judging from audience reactionto other shows along this line, likeWCPO's Paul Dixson, the idea ofa pleasant young man giving withsmall talk that usually is not forth-coming from the tired husband is awinning format.

Contests are an often -used gim-

225°

Arrow Cleaners president dem-onstrates Gibson's pulling powerin terms of orders.

mick and interviews with "justplain people" who drop in are usual.

No visual presentation for Arrowis used other than a slide givingthe store address. All copy is adlibbed by Alec Gibson. Typical ofthe Gibson delivery, is this recentcommercial: ". . . you know, when Itell you to take your cleaning toArrow Cleaners because they haveno pick up and delivery service,you'll say I'm kidding. But, mother,I'm not. Look ! When there's nopick up and delivery service itmeans you don't have to help payfor a truck, driver, garage rent,tires, oil, gas, repairs and main-tenance insurance. No indeed. Youpay for just one thing. To haveyour clothes cleaned expertly. And,because you pay for just that onething you pay less. For instance .slacks, trousers, sweaters, skirts,blouses . . . cleaned for just 29ceach . . . or . . . five for one dollar.That's right. Five for one dollar.And, dresses and suits cleaned forjust forty-nine cents. That's why Isay go to Arrow Cleaners becausethey have no pick up and deliveryservice. Go straight as an arrow toArrow Cleaners at 1390 SW 8th St."

Other participations, of course,where they lend themselves to visuaipresentations, are so blended intothe show. Nine Gibson sponsorshave been using participations forthe last six months.

A January, 1951 University ofMiami survey showed that 43% ofthe area's TV sets were tuned onduring the Alex Gibson show, thusindicating that approximately 10%of the Miami households can bebought on the show at a nationalrate of only $60 a participation.And this is typical of the effective-ness and costs of many of the betterparticipation programs throughoutthe country.


HOUSTON -FEARLESSTELEVISION PEDESTALEasily operated by one cameramanand all controls are grouped forhis convenience. A hand wheelmoves the column up or downquickly, easily and smoothly.Rolls quietly and smoothly onthree ball -bearing, rubber -tiredwheels which are guided by asteering wheel on the base. A spe-cial mechanism keeps all threewheels parallel for easy steeringand straight tracking.

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21

Annoying "Roll-over"-starts up in TV sets when you mix remotes with locals

RCA's TV Genlock TG -45 ends picture slipping when you"lap dissolve" and "superimpose."

Now you can lock t wo entirely different programs together-remoteor local-and hold pictures steady right through switching! Nomanual adjustments of phasing to fiddle with. No extra equipmentneeded at remote pick-up points. Here's how the GENLOCK works.

Located in your main studio, this simple unit compares the signalof your remote sync generator with the signal of your local syncgenerator. The difference in the phasing of the pulses produces an"error" signal which locks your local generator as a "slave" to yourremote generator as a master. This enables you to treat remotesignals as local signals-and switch back and forth without picture"roll-over," no matter where your program originates!

The RCA GENLOCK is simple in design, completely automatic inoperation-"locks-in" much faster than you can switch. It fits anystandard 19 -inch TV rack.

Give your programming a lift. Switch as you please betweenprograms for variety and for special effects. It's easy with a GENLOCK.For more information call your RCA TV equipment representative.Or write Dept. P-90, RCA Engineering Products, Camden, N. J.

Good-bye "Roll-over"! The RCA TVGENLOCX tightly locks your local andremote sync generators together-in-stantaneously and automatically.

RCA GENLOCK, Type TG -45. This isthe simple, automatic system that elec-trically locks two separate televisionpick-up systems together.

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In Canada: RCA VICTOR Company Limited, Mantras!

SEATTLE I

TELEVISION MAGAZINE'S STATUS MAPCITY BY CITY RECEIVER CIRCULATION

STATIONS' NETWORK AFFILIATIONS - DEPTH OF PENETRATION

. SAN FRANCISCO 3

LOS ANGELES 7

SAN DIEGO I

SALT LAKE CITY 2

. PHOENIX

ALBUQUERQUE I

ST. PAUL -MINNEAPOLIS 2

GRAND RAPIDS I7

LANSING I

MILWAUKEE I /DETROIT 3

KALAMAZOO I AMES

OMAHA 2DAVENPORT

ROCK ISLAND I

KANSAS CITY I

TULSA I

OKLAHOMA CITY I

DALLAS 2

FORT WORTH I

SAN ANTONIO 2

ST. LOUIS

HOUSTON I

ROCHESTER I

BUFFALO I

ERIE I

UTICA -ROME I SCHENECTADY I

SYRACUSE 2

1"NGHAMTON I

LANCASTER I

LEVELAND 3

CHICAGO TOLEDOI OHNSTOWN I

PITTSBURGH

INDIANAPOLIS I

BLOOMINGTON I

COLUMBUS 3

DAYTON 2

CINCINNATI 3

HUNTINGTON 1

LOUISVILLE 2

NASHVILLE I

MEMPHIS I

2

BIRMINGHAM 2

NEW ORLEANS I

BOSTON 1

PROVIDENCE I

NEW HAVEN I

NEW YORK 7

PHILADELPHIA 3

ILMINGTON I

BALTIMORE 3

WASHINGTON 4

ICHMOND I

NORFOLK I

GREENSBORO I

CHARLOTTE I

JACKSONVILLE I

MIAMI I

PRODUCTION AND CIRCULATION

Increase in circulation for February 332,793

Total sets in circulation as of March 1st 11,850,206

Source: TELEVISION Magazine

Receiver production for February, 1951 673,319

Receiver production for February, 1950 479,900

Total receiver production for 1950 7,463,800

Source: Radio -Television Manufacturers Association

STATIONS AND MARKETSNumber of I station markets 39Number of 2 12

Number of 3 8

Number of 4 or over 4

Total markets 63

Operating stations 107

Number of connected cities 13

Number of non -connected cities 50Applications pending 351Source: TELEVISION Magazine

NATIONAL. TELEVISION COVERAGE*

FAMILIES

POPULATION

RETAIL SALES

"NBC -Sales Management

TOTAL TV COVERAGE

26,495,700

90,590,900

$84,981,638,000

°0 OF USA TOTAL

61.8

60.8

66.3

SETS IN USE*: NATIONAL AVERAGE** -MARCH, 1951

9:00 am -12 noon12 noun -6:30 pm6:30 pm -11:30 pm

VideodexNot adjusted for area where there may be no television service at specified hours.

SUNDAY4.3

18.044.9

MONDAY -FRIDAY2.6

14.146.5

SATURDAY6.620.048.8

AVERAGE NUMBER OF VIEWERS* -1951

9:00 am -12 noon12 noon -6:30 pm6:30 pm -I1:30 pm

Videodex

SUNDAY2.743.042.96

MONDAY -FRIDAY1.902.062.60

SATURDAY2.563.083.12

COMPOSITION OF TELEVISION HOUSEHOLDS*

Number of AdultsNumber of Teen-agersNumber of Children -I3 8, under

Average TV HomesVideodex

2.54.32.94

3.80

NEW YORK BOSTON CHICAGO DETROIT SAN FRANCISCO ATLANTA HOLLYWOOD

eed deed Weedpioneer radio and television station representatives and company

ALBUQUERQUE -21.7YOB TV (A, C, D, N)

AMES-24.3 47,625WOI TV (A, C, D, N)

ATLANTA -30.5 95,000WAGA TV (C, 0); WSB-TV (A, N, P)

BALTIMORE -61.7 285,000WAAM (A, D), WEAL -TV IN, P1;WMAR TV (C)

BINGHAMTON-40.9 34,410WNBF TV (A, C, D,

BIRMINGHAM -18.2 46,000WAFM TV (A, C, P), WBRC TV (D, N)

7,900

BLOOMINGTON -30.9 15,250WTTV (A, C, D, N)

BOSTON -64.6 701,000WBZ TV (N); WNAC-TV (A, C, D, P)

BUFFALO -61.7 190,911WREN -TV (A, C, D, N)

CHARLOTTE -18.5 1,372WBTV (A, C, D, N)

CHICAGO -53.2 888,034WBKB (C, PI, WENR TV (A),WGN TV (DI; WNBO (NI

CINCINNATI -59.8 259,000WCPO TV (A, D, PI, WKRC-TV (C),WLW T (N)

CLEVELAND -AKRON-56.3

WEWS (A, CI; WNBKWXEL (A, D, P)

COLUMBUS -46.1 150.000WBNS TV (C, P), WLW C (N),WTVN (A, DI

DALLAS -FT. WORTH-29.5 109,264

KRLD TV (CI; WBAP TV (A, N),WFAA TV (A, D, N, P)

DAVENPORT -ROCK IS.-24.1

WHBF TV (A, C, D),

DAYTON -46.9WHIO TV (A, C, D,

DETROIT -48.1

453,575

49,581WOC-TV (N,

172,000WLW-D (NI

437.029WJBK-TV (C, D), WW1 -TV (NI;WXYZ-TV (A, P)

ERIE -52.3WICU (A, C, D, NI

FT. WORTH -DALLAS-29.5

KRLD TV (CI; WRAP -TV (A, NI;WFAA TV (A, D, N, P)

GRAND RAPIDS*WLAV TV (A, C, D N)

GREENSBOROWFMY TV (A, C, D, NI

HOUSTON -22.6KPRC (A, C, D, N, P)

HUNTINGTON-20.2WSAZ-TV (A, C, D, NI

INDIANAPOLIS -30.7WFBM TV (A, C, D, NI

JACKSONVILLE -24.5WMBR TV (A, C, D, NI

JOHNSTOWN-24.2WJAC-TV (A, C, D, N)

KALAMAZOO*WKZO (A, C, D, N)

KANSAS CITY -22.8WDAF TV (A. C. D, NI

LANCASTER -38.9WGAl TV (A, C, D, N, P)

LANSING*W.112/1 TV (A, C, D, N)

LOS ANGELES -63.6KECA TV (A), KFI-TV, KLAC TV,KNBH (NI; KTLA (P1;KTSL ID); KTTV (C)

LOUISVILLE -32.3WAVE TV (A, D, N, Ph WHAS-TV (C)

44,400

109,264

111,929

57,455

69,498

38,000

110,702

28,000

75,100

121,869

107,919

84,606

46,000

978,753

82,900

MEMPHIS -29.4WMCT (A, C, D, NI

MIAMI -35.5WTV1 (A, C, D, NI

MILWAUKEE -60.1WTM.1 IV (A, C, D, N)

MINNEAPOLIS -ST. PAUL-55.4 251,000

YSTP TV (NI; WTCN TV (A, C, D, P)

NASHVILLE -13.6 28,000WSM-TV (NI

NEW HAVEN -27.9WNHC TV (A, C, D, N, P)

NEW ORLEANS -20.2 52,150WDSU TV (A, C, D, NI

NEW YORK -63.4 2,465.028WABD (D), WATV; WCBS-TV (C),WJZ-TV (Al; WNBT (NI;WOR-TV (P), WPIX (P)

NORFOLK -30.0WTAR-TV (A, C, D, N)

OKLAHOMA CITY -31.6WKY TV (A, C, D,

OMAHA -31.5KMTV (A, C, D), WOW -TV (N, P)

PHILADELPHIA -68.4 814,000WCAU TV (C), WFIL TV (A, D, PhWPTZ (NI

PHOENIX -41.7KPHO-TV (A, C, D, N)

PITTSBURGH -32.9WDTV (A, C, D, N)

PROVIDENCE -34.4WJAR TV (C, N, PI

RICHMOND -51.4WTVR (C, D, N,

ROCHESTER -35.1WHAM TV (A, C, D, NI

ROCK IS. -DAVENPORT-24.1 49,581

WHBF-TV (A, C, D), WOC-TV (N, P)

ST. LOUIS -47.2 268,000KDS TV (A, C, D, N, P)

SALT LAKE CITY -47.7 40.000KDYL TV (N, KSL-TV (A, C, D)

SAN ANTONIO -26.4 41,500KEYL TV (A, D, P), WOAI TV (C,

SAN DIEGO -47.7 87,000KFMB TV (A, C, N, P)

SAN FRANCISCO -17.2 168,215KGO-TV (Al; KPIX (C, D, PhKRON-TV (N)

SCHENECTADY-ALBANY-TROY-45.5

WRGB (C, D, NI

SEATTLE -17.8KING TV (A, C, D, N, P)

SYRACUSE -52.6WHEN (A, C, D), WSYR TV (N, P)

TOLEDO -28.7WSPD TV (A, C, D, N, P)

TULSA -37.6KOTV (A, C, D, N, PI

UTICA -ROME -31.0WKTV (A, C, DI

WASHINGTON -54.2WMAL TV (Al; WNBW (N),WTOP-TV (C, Ph WTTG (D)

WILMINGTON -52.7 59,901WDEL TV (D,

79,277

55,000

224,721

143,800

61,459

75,000

68,577

37,400

240,000

140,000

68.754

77,219

147,000

75,800

107,961

87,000

65,000

38.500

244,260

Duplicated circulation: A part of the circu-lation claimed for this city falls within thesignal area of another station. No acceptablemethod to determine the extent of duplica-tion in these cities has been advanced by thestations concerned. Consequently, it is im-possible to report unduplicated circulationestimates or depth of penetration for theseareas.

These Circulation Estimates Are Compiled by TELEVISION Magazine's Research Department.

Network Affiliations in Parentheses. Percentages Indicate Depth of Penetration of Area.

ALLOCATIONS -(continued)

South BendTell City ----Terre Haute --Vincennes -----Washington --_--

IOWAAlgona _....__Ames

Carroll -Cedar RapidsCenterville _____Charles City _.___

Channel No.VHF UHF

34,40',4631

10 57',634460

5'

9

ClintonCouncil Bluffs (see Omaha, Neb.)Creston - .

Davenport-RockIsland-Moline (Ill.) ___ 4,6

Decorah --___Des Moines _____Dubuque ______EsthervilleFairfield .______Fort Dodge ----......Fort Madison _____GrinnellIowa City -.--__Keokuk ._._-_......Knoxville _______Marshalltown ---Mason City -.......-Muscatine _______

OelweinOskaloosa

Red Oak ..Shenandoah

Spencer

Waterloo _____Webster City ___

8,11.,13

KANSASAbilene .--------.Arkansas City -....Atchison __-__Chanute _______Coffeyville ___....-ColbyConcordiaDodge CityEl DoradoEmporiaFort Scott ____-__Garden City .

GoodlandGreat Bend ......--.....HaysHutchinsonIndependence

2'

12

4.9

37254519

32,3839

20,26'31181464

43

30',36,4244

17,2356,62

2454215046244433493558292852153220

30',364234

7 16,22'27

6

9,11

27

12

Junction CityKansas City (see Kansas City, Mo.)LamedLawrence 11'Leavenworth .._......_LiberalMcPherson

8.NewtonOlatheOttawaParsonsPittsburg .---.....- 7

Salina ________Topeka 13Wellington _____Wichita ______. 3,10Winfield -

KENTUCKYAshland -_-----Bowling Green ___CampbellsvilleCorbin .DanvilleElizabethtown ...__..FrankfortGlasgow '

HarlanHazardHopkinsvilleLexingtonLouisville _____Madisonville -_____MayfieldMaysville __-____MiddlesboroughMurray .OwensboroPaducahPikeville ___-...--Princeton ____..Richmond _.--....-Somerset ____Winchester _-....--

13

3,11

7

6

3149605033224723553927

31282018204429

15175414262314522146383634

42,48'24

16,22*43

5917401635234328361920

27,3315',21

264924573314431445602237

Channel No.VHF UHF

LOUISIANAAbbeville ____Alexandria ..... 11,13

Baton Rouge .......-.. 10BogalusaCrowley

FranklinHammond

Jackson -----Jennings -----LafayetteLake Charles

Monroe .----.........Morgan City _____NatchitochesNew Iberia _____New Orleans -OakdaleOpelousas ____.Ruston -------ShreveportThibodaux __.-....-Winnfield ______

Bar Harbor ___..-

Biddeford ------Dover-Foxcroft _-Fort Kent _____-HoultonLewistonMillinocketOronoPortland 6,13Presque Isle ...___ 8Rockland . .

RumfordVan Buren ____Waterville

MARYLANDAnnapolis _.---Baltimore 2,11,13Cambridge .- -Cumberland _____FrederickHagerstown __......Salisbury ____

MASSACHUSETTSBarnstable __-Boston 2',4,5,7BrocktonFall RiverGreenfieldHolyoke (see Springfield)

57

8

2',4,6,7

3,12

MAINE

102,5

New Bedford _____Northampton ......._....North AdamsPittsfield ____Springfield -HolyokeWorcester

MICHIGAN

Alpena . 9Ann Arbor _______

7

8

12'

Battle Creek ---Bay City _---......Benton Harbor ...__Big Rapids _-Cadillac _______Cheboygan ---DetroitEast LansingEast Tawas ..._........__Escanaba

Gladstone ___-_Grand Rapids ___

Iron MountainIron River ______IronwoodJacksonKalamazooLansing __-LudingtonManisteeManistique ........___MarquetteMidlandMount Pleasant _..MuskegonPetoskey ..Pontiac .Port HuronRogers CitySaginawSault Ste. Marie _Traverse City _._West Branch ____

42,4,7

1312

85

912

36

3

8,105

42

5328,34',40

39211464465130184838

19',253043361715

20,26,32545820

2422

232916'22654159201817241714

47.,531925551535

1418,24',37

2217625216

5244,50,56

6240,46

42

3832

28,34361564

55,6114,20

4130

20,26'15

58.646342394536

50,56*,626025

16,22.,2840

17',23

1927

31483654181514171947

29,3531443424

51,5728,34'20,26'

21

Channel No.VHF UHF

MINNESOTAAlbert LeaAlexandria --Austin _.--Bemidji ______Brainerd ______Cloquet -______CrookstonDetroit LakesDuluth -Superior (Wis.)

FairmontFaribaultFergus Falls -----Grand Rapids ._Hastings -------Hibbing _----.--international FallsLittle Falls -----Mankato ------

6

12

3,6,8'

1011

MarshallMinneapolis -St. -Pall 2',4,5,9,11Montevideo

Northfield -----OwatonnaRed Wing ......_Rochester ........-St. CloudSt. Paul (see Minneapolis)Stillwater ..._-..-Thief River Falls -Virginia ______.Wadena -----Willmar ......._.---Winona ___.--.-Worthington _....

MISSISSIPPIBiloxi 13Brookhaven _.-.Canton ____......_Clarksdale

Columbus ___----Corinth ______Greenville -----Greenwood ----

Hattiesburg

LaurelLouisville ________McComb _____Meridian _-_-__NatchezPascagoula _.__.Picayune ______State College _-Starkville ___University .-------Vicksburg ._____..

107

6

93,12

11

2'

West Point 8Yazoo City_-

--MISSOURICape Girardeau _ 12Carthage ___---CaruthersvilleChillicotheClinton ______ColumbiaFarmington ___Festus ____-__Hannibal ____Jefferson City ____Joplin ______Kansas City ___Kirksville

MarshallMaryvilleMexicoMoberlyMonettNevada___...._._..._._ -Poplar BluffRollaSt. JosephSt. LouisSedalia ______SikestonSpringfield ......_.....West Plains ........__.

8'

71312

4,5,9*

12

24,5,9.,11

6

3,10

MONTANAAnaconda ---___BozemanButteCut BankDeer Lodge .._---Dillon

GlendiveGreat Falls .

HamiltonHardinHavre . .... . .....HelenaKalispell

Lewistown

22,8,11*

9.4,6,7'

3,5

49,11

10,128

13

57365124

442118

32,38164020162029

141522

17,2319432645635533

39152627316132

44',50371632352829

21,2724155617

19',2552334631

30,36'292214

343820'415649

1856271415

16,22521424273330

19,252118234026453514181531

30,3630,36,42

2837

26',3220

22

202520161823*17

14

FCC ALLOCATION PROPOSALSChannel No.

VHF UHFALABAMA

Channel No.VHF UHF

San Buenaventura_ 38

Channel No.VHF UHFElberton ____ 16

Andalusia 29 San Diego 3',8,10 21,27,33 Fitzgerald 23Anniston 37 San Francisco - Fort Valley 18

56' Oakland 2,4,5,7,9' 20,26,32,38,44 Gainesville .----52Bessemer -......-- 54 San Jose 11 48,54',60 39Birmingham 6,10",13 42,48 San Luis Obispo .. 6 La Grange 50

23 Santa Barbara 20,26 Macon 13 41',47Clanton ------Cullman

1460

Santa Cruz 16Santa Maria _____ 44

Marietta 57Milledgville 51

23 Santa Paula _____ 16 Moultrie 48Demopolis - 18 Santa Rosa _......._ 50 Newnan 61Dothan 9 19 Stockton 13 36,42' Rome 9 59Enterprise 40 27 Savannah 3,9°,11Eufaula 44 Ukiah 18 Statesboro 22

41 Visalia 3 Swainsboro 20Fort Payne _ 19 Watsonville 22 Thomasville 6 27Gadsden 15,21 Yreka 11 Tifton 14Greenville ......-- 49 Yuba City 52 35Guntersville 40 COLORADO Valdosta 8Huntsville 31 19 Vidalia 26Jasper 17 Boulder 9* 22 Waycross 16Mobile _-____ 5,8 42',48 Canon City ._---36 IDAHOMontgomery -____... 12 20,26.,32 Colorado Springs_ 10,12 17',23 Blackfoot 33

22 Craig 19 BoiseSheffield 47 24 Burley 15

58 Denver 2,4,6',7 20,26 Caldwell _____. 2Sylacauga 24 Durango ___-...--15 Coeur d'Alene ..._ 12Talladega 64 Fort Collins ____-. 44 26Thomasville 27 Fort Morgan 15 Gooding 23

38 Grand Junction - 21 Idaho Falls . 3,8Tuscaloosa .----...... 45,51 Greeley _____ 50 Jerome 17Tuskegee 16 La Junta 24 33University 7' Lamar 18 Lewiston _____ 3

ARIZONA Leadville 14 Moscow 15'Ajo 14 Longmont _____ 32 6,12

15 Loveland _______ 38 Payette . -.....--14Casa Grande 18 Montrose 18 Pocatello 6,10..__

25_Pueblo ------3,5,8* 28,34

------Preston 41

25 Salida 25 Rexburg 27Sterling ________ 25Douglas 3 Rupert 21

Eloy__._....................... 24 Trinidad ______ 21 Sandpoint 9Flagstaff 9,11 Walsenburg 30 Twin Falls ___ 11,13GlobeHolbrook

3414

CONNECTICUTBridgeport 43,49

27Weiser ________ 20

Kingman 6Mesa 12

MorenciNogales ----____

283117

____Hartford 18,24Meriden -_____ 65New Britain ___ 30New Haven ___ 8 59New London 3 63

ILLINOISAlton 48

16Belleville 54Bloomington .. 15

Phoenix 4,5,8.,10 Norwalk (see .t.-a:;ford) Cairo 24Prescott 15 57 Carbondale ---34Safford 21 Stamford-Norwalk 27 Centralia -----2 32

2,6.,7 26* Champaign ___ 21WilliamsWinslow ......-

2516

Waterbury ____.- 53DELAWARE

2,5,7,9,11. 20,26,32,38.44Danville 24

11,13 40 Decatur 17,23ARKANSAS Wilmington 12 53,59' Dixon 47

ArkadelphiaBatesville .Benton

343040

____DISTRICT OF COLUMBIA

Washington _._ 4,5,7,9 20,26'2823

Galesburg _______ 40Blytheville _ 3 64 FLORIDA Harrisburg ______ 22Camden 50 Belle Glade -----25 Jacksonville _____ 29Conway 49 Bradenton 28 48El Dorado ______ 10 26 Clearwater 32 Kankakee 14Fayetteville 13. 41 Daytona Beach _ 2 Kewanee _.-....--60Forrest City 22 De Land 44 35Fort Smith _____ 5 16',22 Fort Lauderdale __ 17,23 53

24 Fort 11 Macomb 6154 Fort Pierce _____ 19 40Hope - 15 Gainesville _____ 5° 20 46

Hot Springs _____ 9 52 Jacksonville _____ 4,7*,12 30,36 Moline (see Davenport, Ia.)Jonesboro ________ 8 39 Key West -----14,20 38Little Rock ______ 2*,4,11 17,23 Lake City ___....-33 16

28 16,22 4946 Lake Wales 14 Peoria 8 37.,43

Morrilton 43 Leesburg __-__ 26 10 21Newport 28 Marianna 17 Rockford ______ 13' 39,45*Paragould 44 2°,4,7,10 Rock Island (see Davenport, Ia.)Pine Bluff 7 36 Ocala . 15 Springfield ----- 3 20,26'Russellville 19 Orlando 6,9 18,24' Streator _______ 65Searcy 33 Palatka - . . 17 Urbana _________ 12' 27,33Springdale 35 Panama City 7 30.,36 Vandalia _______ 28Stuttgart _______ 14 Pensacola 3,10 15,21' Waukegan -___ 22

CALIFORNIA 54 INDIANAAlturas . 9 St. Augustine ____ 25 Anderson _______ 61Bakersfield 10 29 St. Petersburg (see Tampa) 15BrawleyChico 12CoronaDelano _____

25

5233

Sanford 35Sarasota --_____ 34Tallahassee _____ 2,11" 24Tampa -

Bedford ---_______ 39Bloomington _____ 4 30',36Columbus .--____ 42Connersville _._-38El Centro 16 St. Petersburg _ 3",8,10,13 Elkhart 52

Eureka 3,13 West Palm Beach_ 5,12 15',21 _--.....Evansville ____ 7 50,56',62Fresno _______ 12

Hanford18',24

21GEORGIA

Albany 10 25Fort Wayne 21,27",33Gary

T50Los Angeles 2,4,5,7,9,11,13

Modesto ______

22,28',34303414

Americus 31Athens __---__ 8* 60_____ 30',36Atlanta _ 2,56112Augusta ----__

Indianapolis ____ 6,8,13" 20,26Hammond -___.--5619

Kokomo 31Monterey 8 Bainbridge 35 Lafayette 47°,59

62 Brunswick 28,34 Lebanon 18Oakland (see San Francisco)OxnardPetalumaRed Bluff ______

32 56

16

45Carrollton ______ 33Cartersville ____ 63Cedartown .-___ 53

_____Logansport --___ 51Madison .------25Marion -______ 29Michigan City 62

7RiversideSacramento 6,10Salinas .______San Bernardino _...

40,4640',46

2818,24',30

Columbus 4 28,34'Cordele -____. 43

253215

49.55Richmond -32Shelbyville ----.... --58

(continued on page 26)

26 Television Magazine April 1951 Television Magazine April 1951 23

Channel No.VHF UHF

Channel No.VHF UHF

Channel No.VHF UHFLivingston ______ 16 Niagara Falls _._.. 2 Ardmore 55Miles City 3,6*,10 Ogdensburg 24 Bartlesville 62Missoula _____-1P,13 21 Olean 54 Blackwell _...---- 51Poison 18 Oneonta 48 Chickasha ____ 64Red Lodge __- 18 Oswego 31 Claremore -__.- 15Shelby 14 Plattsburg 28 Clinton 32Sidney 14 Poughkeepsie 21 Duncan 39Whitefish . 16 Rochester ___ 5.10 15,21*,27 27Wolf Point 20 Rome (see Utica) Elk City 12 15NEBRASKA Saranac Lake ____ 18 El Reno 56Alliance 12 21 Schenectady see Albany) Enid 5 21,27*Beatrice 40 Syracuse 3.8 43* Frederick 44Broken Bow .___ 14 Troy (see Albany) Guthrie 48Columbus 49 Utica -Rome ____ 13 19,25. 20Fairbury 35 Watertown _ 35 Hobart _-_____ 23Falls City ----- 38 NORTH CAROLINA Holdenville 14Fremont __.__ 52 Ahoskie 53 Hugo 21Grand Island - 11 21 Albemarle _____ 20 Lawton 11 28.,34Hastings 5 27 Asheville 13 56*,62 McAlester 47Kearney ______ 13 19 Burlington 63 58Lexington . . 23 Chapel Hill _ 4. 8 39,45.Lincoln _____ 10,12 18*,24 Charlotte ____._ 3.9 36,42. 31,37*McCook 8 17 Durham 11 40*,46 Oklahoma City _...... 7,9,13* 19,25Nebraska City __ 50 Elizabeth City __ 31 Okmulgee - 2633 Fayetteville ____ 18 Pauls Valley _____ - 61North Platte _............ 2,4 Gastonia ___ 48 - 40Omaha 3,6,7. 16,22,28 Goldsboro ____ 34 Pryor Creek ..._._ - 6410 16 Greensboro 2 51.,57 - 42York 15 Greenville -__ 9 Seminole _.__ - 59NEVADA Henderson 52 Shawnee - 53Boulder City .___ 4 Hendersonville _ 27 Stillwater _____.... - 2914 Hickory 30 Tulsa 2,4*,6 17,23Carson City 37 High Point __- 15 - 28Elko 10 Jacksonville .__- 16 Woodward ______ 8 -Ely 3,6 Kannapolis . 59 OREGONFallon . . 29

26 Albany -____ - 55Goldfield ....... 5 Laurinburg 41 - 14Hawthorne 31 Lumberton ________ 21 Astoria --------- - 302 Mount Airy 55 Baker .....--... - 378,10.,13 New Bern 13 Bend _........--- - 15Lovelock 18 Raleigh 5 22*,28 Burns - 16McGill 8 Roanoke Rapids _ 30 7* 49Reno 3,8 21.,27 Rocky Mount 50 Eugene 9 20,26Tonopah 9 Salisbury53 Grants Pass .. 30Winnemucca ____ 7 Sanford ________ 38 Klamath Falls ...... 2Yerington 3339 La Grande _____ 13NEW HAMPSHIRE Southern Pines ...._ - 49 Lebanon --.--.......- 4326 Statesville ____. - 64 McMinnville ___ 46Claremont .. 37 Washington 7 Medford 4,527 Wilmington ___ 6 29,35* North Bend 16Durham 11* _ - 56 Pendleton 28Keene 45 Winston-Salem 12 26,32. Portland 6,8,10*,12 21,27Laconia 43 NORTH DAKOTA Roseburg 28Littleton 24 Bismarck 5,12 18,24* Salem 3 18*,24Manchester __-_- 9 48 Bottineau _____ - 16 Springfield 37Nashua 54 Carrington - 26 The Dalles 32Portsmouth __.-- 19 Devils Lake _____ 8 14 PENNSYLVANIARochester 21 Dickinson 2.4 17. Allentown _____ 39,45NEW JERSEY Fargo 6,13 34*,40 19,25Asbury Park 58 - 17 Bethlehem 51.Atlantic City 46,52 Grand Forks . 2*,10 Bradford 48Bridgeton 64 Harvey - 22 Butler ______ 43Newark 13 - Jamestown _.__ 7 42 Chambersburg 46New Brunswick __ 47 Lisbon __ - - 23 Du Bois ______ 31Paterson _____ 37 Minot . 6*,10,13 57Trenton ______ 41 New Rockford _._ - 20 Emporium _..-- 42Wildwood 48 Rugby ___.__ - 38 Erie 12 35,41'

HarrisburgHazleton _._-Johnstown 6Lancaster -____ 8Lebanon

NEW MEXICOAlamogordo ---Albuquerque .............. 4,5.,7,13ArtesiaAtrisco-Five PointsHelenCarlsbad 6

Clovis 12Deming .Farmington _____Gallup 3,10HobbsHot Springs

Los AlamosLovingtonPortalesRatonRoswell 3*,8,10Santa Fe _-..-._-2,9*,11Silver City -_-__.-12Tucumcari .....

NEW YORKAlbany -Schenectady -Troy .._-__-6Amsterdam -._-AuburnBatavia _____Binghamton 12

4.7Cortland ____Dunkirk .._Elmira -__--Glens Falls ______-Gloversville --.._.

Jamestown _...--....

MassenaMiddletown .New York 2.4.5.7.9.11

17

2118242327351417

461922142320272246

1525

17*,23523733

40,46.17,23*

5646

18,24393950

14*,2058201460

19,25*,31

Valley City ...._____ 4Wahpeton ____ -Williston ...... . 8,11

OHIO -Ashtabula --___AthensBellefontalne .... ......Cambridge -----CantonChillicotheCincinnati ____. 5.9,12Cleveland 3,5,8Columbus ____ 4,6.10

Dayton ___._--2.7Findlay _____GallipolisHamilton -

Middletown ._-Lima ______Mansfield -MarionMassillonMiddletown I see HamiltonMount Vernon

OxfordPiqua

324534.

49,55.,61156263262956

48*,5419,25.

34*,4020

16.,22435318

6528

35,4131361723

586014*443059

46,52514730*21

27,3350

50363058

27,336356211538374564

47,5355,6116,22

3944*651463

28,3436

43,49

16,22.

545814

19*,2523

2723,29*

2155314543374461174765

Lewistown __-_-..Meadville ____New CastleOil City ______Philadelphia _......._ 3,6,10 17,23,29,35*Pittsburgh ....._-- 2,11,13*Reading .___.__Scranton ______SharonState College ._...--Sunbury ___---Uniontown .

Washington ._._Wilkes-Barre ___Williamsport -----

RHODE ISLANDProvidence ..-_ 10,12

SOUTH CAROLINAAiken -Anderson _.___CamdenCharleston 2.5.13*Columbia 7.10ConwayFlorence 8GeorgetownGreenville ________ 4GreenwoodLake CityLancasterLaurensMarionNewberry ......

Orangeburg ._.....Rock Hill ..

SpartanburgSumter .

Union(continued on page 30)

Portsmouth ____Sandusky _Springfield ___...--SteubenvilleTiffinToledo 11,13WarrenYoungstown _-Zanesville .......-__

-OKLAHOMA

Altus ______AlvaAnadarko .---


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A LL OCATIONS-(continued)Channel No.

VHF UHFSOUTH DAKOTA

9Belle Fourche ___.Brookings ._______ 8.Hot Springs ._..__..._

Mobridge

Sioux Falls _..................

Vermillion _____Watertown _______

125

5

6,10

11,13

TENNESSEE

2.3

Bristol 5Chattanooga ___- 3,12Clarksville _....................

Columbia _____Cookeville ______Covington __..__.-.DyersburgElizabethton ...............

Fayetteville _______Gallatin __________Harriman

JacksonJohnson City -.-.KingsportKnoxville _____Lawrenceburg ___Lebanon . ..................

McMinnville

911

6.10

Memphis ________ 5,10.,13Morristown ____ -Murfreesboro

2.,4,8Oak Ridge ______Paris _Pulaski -_____-Shelbyville

Tullahoma _______Union City ______

TEXAS

Alice -.....-.......

AmarilloAthens

Beaumont -Port Arthur .....

Beeville _______Big Spring

Borger

Breckenridge ___Brenham ____Brownfield -......BrownsvilleBryan _________BrownwoodChildress .___._Cleburne .....__.__ColemanCollege Station __Conroe ____---Corpus Christi _-Corsicana ._____CrockettCrystal City .

Dalhart

Del Rio ._DenisonDenton

EdinburgEl CampoEl PasoFalfurriasFloydadaFort Stockton __Fort Worth _____Gainesville ______GalvestonGonzalesGreenville _____Harlingen _____HebbronvilleHenderson ....._-......Hereford _______HillsboroHouston __--Huntsville _.__Jacksonville _____Jasper .

9

122*,4,5,7,10

7

4,6

4

4,5

3.

6,10

4.8.13- *

- 2*

2.4,5.7*

5,10

11

2.8..13

17232517152646202722.15

38,44.2041351817

1446

43,49,55*5338392419464027484525163428

20*,2650584642

42,485418

30,3632514452426555

3334

2518,24,30*

2533

31,37*38

433315145215

54194057214820

16*,224756282516

23,29165217262627

20,26524522

20,26.49

35,41.47*64622358421963

23,2915364914

Kingsville _..-...-LampasasLaredo ______

LufkinMcAllen

Mercedes ____.......

Midland --......Mineral Wells ............

Mount PleasantNacogdoches .--........New Braunfels ......._

Paris....-.--...............

ChannelVHF

3,8

11,139

2

5

7

Plainview _______-Port Arthur (see Beaumont)QuanahRaymondville ___......Rosenberg ------......

6.8San Antonio _.......... 4.5,9*.12San BenitoSan Marcos

Sherman _______Snyder ________Stephenville _____Sulphur Springs ._..Sweetwater ---............TaylorTemple _______TerrelTexarkana

12

67

Vernon _______Victoria -.-----Waco 11Waxahachie ----WeatherfordWichita Falls ..._..__ 3,6

UTAHBrigham

52

Ogden 12Price 11

913

Salt Lake City _......._ 4,5.7*Tooele

VERMONTBennington ______Brattleboro _______Burlington ........

Montpelier .......____ 3Newport

St. AlbansSt. Johnsbury ---

VIRGINIABlacksburg ______CharlottesvilleCovington _________DanvilleEmporiaFarmvllle ________FredericksburgFront Royal _____HarrisonburgLexingtonLynchburg ----......MarionMartinsville _.---Newport News _....._.Norfolk -

PortsmouthNorton _______Petersburg _____Portsmouth (see Norfolk)

RoanokeSouth Boston _...._._.StauntonWaynesboroWilliamsburg ...............

Winchester ______WASHINGTON

Aberdeen ______-..AnacortesBellingham ______.....Bremerton _____Centralia _______

13

10,12

8

3.67,10

No.UHF

5940284015*3832

32,3820.,26

46206519163250183814

3540622443173331162229

424217

1'7,23*35,41

4853142446303241

5816,22

5318*,24

19201819

28.,344551

16*,22

36

3018.,24

22,28.

1820,26

44

3358

16.,224046493430

60.45*442425194739345416503533

15,21..275241

3723.,2927.33.

1436421728

Ellensburg ._._.._-Ephrata ____ -EverettGrand Coulee _____HoguiamKelsoKennewickLongview ....--...OlympiaPascoPort Angeles ____Pullman 10*RichlandSeattle 4,5,7,9*Spokane ._ 2,4,6,7*

11,13Walla 5,8Wenatchee _......--Yakima

WEST VIRGINIABeckley ............._-

Charleston .__-__ 3Clarksburg 12

FairmontHintonHuntington 8,13

Morgantown ___Parkersburg ___-_.Welch

7,9Williamson ___-_.

WISCONSINAppleton _._...-AshlandBeaver Dam ._............

Eau Claire ___.-- 13Fond du Lac ____Green Bay 6JanesvilleKenoshaLa Crosse ._______ 8Madison _____ 3ManitowocMarinette 11Milwaukee 4,10*,12

PortagePrairie du Chien __

Rice Lake _Richland CenterSheboygan _..Sparta _._____Stevens Point ____Sturgeon Bay .-Superior (see Duluth,tluih, Minn.)Wausau- ______ 7Wisconsin Rapids _

WYOMINGBuffaloCasper -__--- 2.6Cheyenne 11,13Cody

EvanstonGreen River _____

Gillette _

LanderLaramieLovellLuskNewcastle _____Powell _.___-Rawlins

Rock Springs _____Sheridan __---_.Thermopol-isTorrington

Worland

8*

121013

9,12

U. S. TERRITORIESPUERTO RICO

Arecibo 13Caguas 11Mayaguez 3.5Ponce ____---- 7.9San Juan -___. 2,4.6.

ALASKAAnchorage _...------ 2,7*,11,13Fairbanks ______ 2,4,'7,9*,11,13Juneau 3*,8,10Ketchikan __...----- 2,4.9*Seward _._..--- 4.9Sitka 13

HAWAIIAN ISLANDSLihue, Kauai ___ 3.8*,10,12Honolulu, Oahu _ 2*,4,7.9.11,13

58 Wailuku, Maui _ 3.8.10..1234 Hilo, Hawaii __..... 2,4*,7,9.11.13

18.24 VIRGIN ISLANDS44,50 Christiansted ......-- 8

17 Charlotte Amalie _ 10.12

Channel No.VHF UHF

4943- 22,2837523925336019162431

20,26

56.,62

5523,29

2141

43.,492240353153.235824*1525325717

42153'/57

19*,2554

6361

32.,3821.,27,33

6532,38.

19,25,31481734

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current film commercials AN ADVERTISING

DIRECTORY OF PRODUCERS

AND THEIR WORK

Two more of the popular rhythm Pepsispots with more bounce to the ounce.

ADVERTISERPepsi -Cola Company

AGENCYBiow Company

PRODUCED BY

FILM GRAPHICS, INC.245 WEST 55th STREET, NEW YORK 19, N. Y.

JUdson 6-1922

Original artwork especially prepared forTV film commercials combines product identi-fication with showma ndized salesmanship,effectively impresses advertiser's trademarkon viewing audience. This is one of manytechniques employed by N.S.S. for institu-tional selling on television film. Titles syn-chronized with narration and flashing overbackground of actual carpet, offer furthercombinations of good selling -technique andproduct identification.

ADVERTISERMohawk Carpet Mills, Inc.

AGENCYGeorge R. Nelson, Inc.

PRODUCED BY

NATIONAL SCREEN SERVICE1600 BROADWAY, NEW YORK 19, N Y.

Circle 6-5700

A series of four commercials featuring thethree Nash winners in this years MobilgasEconomy Run.

A combination of action footage and loca-tion shooting will highlight the Nash Ramblerwhich won over 31 other American cars with31.05 miles per gallon.

ADVERTISERNash-Kelvinator Corp.

AGENCYGeyer, Newell & Ganger, Inc.

PRODUCED BY

PATHESCOPE PRODUCTIONS580 FIFTH AVENUE, NEW YORK, N. Y.

PLazo 7-5200

The Goebel Brewing Company of Detroitopened Cellar 22 and presented its new

Mello-ized Beer. Live action, stop motion andanimation were used in a series of 20 secondand one minute spots to introduce and sellthis new brew.

ADVERTISERThe Goebel Brewing Company

AGENCYBrooke, Smith, French & Dorrance, Inc.

PRODUCED BY

SARRA, INC.NEW YORK - CHICAGO - HOLLYWOOD

Phoenix Fashion Digest is the title of aseries of 60 -second television Programmettesfor the Phoenix Hosiery Company. The liveaction photography gives a short preview ofthe coming season's fashions with accent onlovely hosiery.

ADVERTISER

Phoenix Hosiery Company

AGENCYThe Cramer-Krasselt Company

PRODUCED BY

SARRA, INC.NEW YORK - CHICAGO - HOLLYWOOD

For screerings and further information write the producers direct!

CS THE WHOLE FAMILY!

0n6r jug e 4war w

Altho 7 of the "Top 10 Men's Shows" *are on KTLA

1\101 justr WoMer) or a

Altho 8 of the "Top 10 Women's Shows"are on KTLA

NoT ThEriAgerSAltho 6 of the "Top 10 Teenagers' Shows" 1(

are on KTLA

not Just ahiLdmow or

Altho 4 of the "Top 10 Children's Shows"

are on KTLA

Tele-Que, February 1951

IN LOS ANGELES

SELLS THE WHOLE FAMILY -OR ANY PART OF IT!

CHANNEL *it* **5 * Ai

KTLA

4' a/unload *40.

5-ziepiek'On,_9toditelioAfx..

KTLA Studios 5451 Marathon St., Los Angeles 38 H011ywood 9-6363Eastern Sales Office 1501 Broadway, New York 18 BRyant 9-8700

PAUL H. RAYMER COMPANY NATIONAL REPRESENTATIVE

' KEY STATION OF THE PARAMOUNT TELEVISION NETWORK

KTLA - THE BEST ADVERTISING BUY IN LOS ANGELES

32

The Horse still reigns supreme in L.A.

Top Hollywood -originated star programs.

Don Fedderson Jack GrossGen. Mgr. KLAC-TV Gen. Mgr. KFMB-TV

Outstanding film contribution: P&G's Fireside Theater.

Merle JonesGen. Mgr. KTSL

Howard MeighanCBS VP Western Div.

Frank SamuelsABC VP Western Hie.

John WestNBC VP Western Div.

Norman ChandlerPublisher, L.A. Times,

Owner, KTTV

Klaus LandbergGen. Mgr. KTLA

Richard MooreGen. Mgr. KECATV

,elte

Charles TheriotGen. Mgr. KRON-TV

George WhitneyGen. Mgr. KFI-TV

tvCALIFORNIA

STYLEBy ARTHUR ENGEL

as a programming source...page 37

and the cable ... page 40

as a market ... page 43

Philip G. Lasky Thomas B McFaddenGen. Mgr. KPIX Gen. Mgr. KNBH

Tops in Telon the Coast!

In Los Angeles . . .

KECA-TVis the number -onenetwork station!

In the San Francisco -

Oakland Bay Area . . .

KGO-TVis setting the pace!

On its weekday afternoon shows, KECA-TV is paying offfor forty-four participating sponsors! Choice spots are stillavailable on all these popular shows:

ADVENTURES IN FOOD with Grace Lawson . . . Weekdays,12:30-1:30. Fascinating facts about food by one of America'stop cooking and nutrition experts.

MULHOLLAND'S MATINEE . . . Weekdays, 1:30-2:30.Informal fun, famous guests, as super -salesman Ross Mul-holland plays host to the ladies.

YOUR HOME . . . Monday, Wednesday, Friday, 2:30-3.Mary McAdoo gives money -saving hints, fashion tips tothe homemaker.

COWBOY THEATRE . .. Weekdays, 3-4:15. Full-lengthcowboy movies with high, high (9.5, for example) ratings!

THE FOREMAN PHILLIPS SHOW ...Weekdays, 4:15-5 :45.Monday, Tuesday, Wednesday, Friday, 6:30-6:45. It's awestern musical jamboree!

K E CA -TV Channel 7

Don't overlook the rich, rapidly growing Bay Area ... thenumber of TV sets has increased 70% in the past sixmonths! And don't overlook KGO-TV, winner of The 1950Station Achievement Award "for distinguished leadership andachievement." Check ABC-TV Spot Sales for availabilities,particularly on these exciting new shows:

FOOD FARE ... Weekdays, 1-2. Food expert Julia Hindley(for 18 years she was Safeways' Julie Lee Wright) is hostesson this brand-new service show.

AFTERNOON HOSTESS ...Weekdays, 2-3. Facts on fashion,hints on home decorating, by home economist, Marjorie King.

BAR SEVEN THEATER ... Saturdays, 1-5:30. Everybodygoes for cowboy movies; it's the_ most popular Saturdayafternoon program!

KG 0 -TV Channel 7

ABC-TV American Broadcasting Company

34

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TOTAL FAMILIES: 974,300

POPULATION: 2,943,600

RETAIL SALES: $3,385,544,000

FOOD SALES: $915,445,000

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Cholarne

AarAte Pero

DRUG SALES: $83,587,000

EFFECTIVE BUYING INCOME: $4,816,629,000

Source of Information: Sales Management-NBC

LOS ANGELES TV MARKET DATA

TOTAL FAMILIES: 1,537,800

POPULATION: 4,705,700

RETAIL SALES: $5,346,201,000

FOOD SALES: $1,359,878,000

DRUG SALES: $166,202,000

EFFECTIVE BUYING INCOME: $7,579,957,000

Source of Information: Sales Management-NBC

SAN DIEGO TV MARKET DATA

TOTAL FAMILIES: 182,100

POPULATION: 534,000

RETAIL SALES: $515,687,000

FOOD SALES: $147,234,000

DRUG SALES: $14,917,000

EFFECTIVE BUYING INCOME: $608,136,000Source of Information: Sales Management-NBC

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WATCH FOR EXCITING PROGRAMMING -NEWS STARTING APRIL 1. ASK BLAIR-TV. KTTV-LOS ANGELES TIMES TELEVISION.

36

TV-California Style

Although there has been nodearth of what may aptly betermed incestuous optimism in Hol-lywood for the past several years-television-wise, a number of factorsin the churning evolution of theindustry now indicate a rising de-pendence on the film town.

Sharper criticism of program-ming, mounting costs of live shows,ascending charges for cable trans-mission, destructive wear -and -tear

despite the restrictions of war-economy-and so compound the in-come derivable from these pictures?Right now exhibitors in the 17,000theatres in this country alone con-stitute by far the biggest marketand must be catered to beforeothers. This same policy applies tothe valuable story properties thestudios have amassed, the creativeand acting talent developed and un-der contract to them, the millions

CALIFORNIA-...as a programming source

suffered by performers, the near -monopoly of outstanding story prop-erties by major picture studios,short -comings in kinescope tech-niques-all these and more are per-force effecting a friendlier, if some-time reluctant, appraisal of Holly-wood's wares.

Cheering as this is to Hollywood,there are hydra-headed problemsdemanding of solution ere the flowof dollars westward becomes a gold-en torrent. Some of the more press-ing include those of live music, thevarious crafts now eyeing televisionbefore pouncing on it for jurisdic-tional rights, numerous cost adjust-ments, exhibitor antagonisms and,of course, set circulation.

Since the stiffest problem con-fronting television is programming,the motion picture studios must beconsidered first of all. Contrary tomuch of the errant bushwa beingprinted about television these days,they are not in violent despair aboutit; because of the war and concur-rent prosperity, box-office receiptsare on the upgrade generally.

It must be remembered, too, thatthe motion picture industry remainsin the control of half a dozen men,most of whom have had the courageand foresight to develop a new busi-ness from literally nothing; conse-quently they are not overly recep-tive in the twilight of their livesto the notion of warmly embracingan upstart competitor or ally, how-soever you and they regard televi-sion.

Less philosophically and more sta-tistically, though, certain data doesbear out the wisdom of their wait -and -watch policy. On the shelves ofstudio vaults repose films eventuallyworth millions on millions of dollarsin telecasting rights. Why showthem now to a total set circulation

of eleven million, when in years tocome this will decidedly increase-of dollars of props painstakinglyaccumulated over a period of yearsand the hundreds of acres of match-less studio facilities.

Psychological FactorTo all this add the psychological

factor that each day their doors arebesieged by agencies and producersfor use of some of these personneland properties on television.

Moreover, should television es-tablish a new crop of stars, theywill be easily susceptible to theHollywood norm of two -pictures -per -year, live -by -your -swimming -pool overtures and these are, can-didly, far more enticing than theprospect of exhausting weekly re-hearsals and performances in chillyGotham. At that, television popu-larity doesn't always imply nationalbox-office pull. Warner Brothersbrought Milton Berle here a coupleof summers ago for a picture duringhis very heyday, but the revenueswere so moderate, a follow-up pic-ture was cancelled. Judging by theboom fees being dangled beforeHollywood luminaries for single ap-pearances on New York televisionprograms, they are not being castin the shadows, to say the least, bytelevision's own talent creations.

Should additional evidence havebeen necessary. Phonevision simi-larly pointed out to Hollywood itsrich destiny in television, althoughthe manner in which this was doneboomeranged against Gene McDon-ald, sponsor of the pay -at -home -for -films system.

Unknown to McDonald, some ofthe more forward -looking execu-tives were recommending that pic-tures be loaned to him for his test,simply to prove him wrong quickly.

Finally, through Washington gov-ernmental pressures, he was able toforce release of a certain numberof films shown in the Chicago test.The results are far, far from start-ling, nor is there a reservoir ofgoodwill in Hollywood for McDon-ald to draw on future experiments.Whatever else, this test and all theby-play attendant to it, illustratedanew to film executives the impor-tance of their product. All they needdo is pick up any television programrating to see how films are climbingsteadily in popularity-and whatfilms!

Then, too, it should be recognizedthat some of the studio officials arevery much alert to television andits role in Hollywood's future. Co-lumbia Pictures, for example, per-mitted Gene Autry to star in a se-ries of television films in full ex-pectation of exhibitor complaints.Some negative reaction developedbut neither the bookings nor reven-ues from Autry's theatrical pictureshave dipped; Columbia is edgingcloser to preparing to film twoCavalcade of America shows as aTV test. Warners is authoritativelysaid to be experimenting with tele-vision films, despite vehement deni-als; another studio is reportedlydubbing music out of films prepara-tory to television release. As wasthe case with talking pictures, Hol-lywood feels that once one studiomakes the dash for television, allthe rest will immediately followtrail. Universal -International has anaggressive television subsidiary andRepublic is reported also setting upa subsidiary TV department.

Paramount Most ActiveOf course, the most active is

Paramount Pictures. A pioneer instation operation, owning KTLA,this major film company was re-sponsible for some of the earlyfinancing of Du Mont and holds astock interest of approximatelystock interest of approximately 29%of the company. They are activelyengaged, aside from the Du Montorganization in their own color TVdevelopment and were one of thefirst companies to enter the kine-scope or film recording field. Forsome time now they have been syn-dicating some of the programs thatoriginated on KTLA. This has re-sulted in a programming networkwith 43 stations having agreed totake at least one of these syndicatedshows.

They were also the first to getinto theater television and had de -

(continued on next page)


TV-California Style

(continued from preceding page)veloped their own system wherebythe live telecast was recorded offthe air and the transcription viarapid processing can be projectedon the theater's regular screen withless than a minute's time lapse.Monogram has over 300 of its oldpictures floating around the coun-try on TV.

Within the industry, there is dis-agreement as to how television canbest be adapted to it. A number ofproducers, distributors and exhibi-tors are on the record in favor oftheatre television. In the bookletprepared by this writer two yearsago, "Television-What The MotionPicture Industry Is Thinking andDoing About It," Spyros Skouras,president of 20th Century -Fox, de-clared, "It is my opinion that withinseven years television and motionpictures will be woven into one bigentertainment industry. Home andtheater television will complementeach other."

Could Cut CostsAs divestiture of theatres takes

place, in compliance with the De-partment of Justice edict separat-ing production from exhibition,Hollywood can then afford to beless concerned with the latter's an-tagonisms to television, and the bestmarket will get the best pictures.Joseph Mankiewicz, a leading direc-tor and president of the ScreenDirectors Guild, stated to exhibitorslast year that since they were con-sidering the installation of large -screen television as double -featurewith selected films, then it was onlya natural turnabout for Hollywoodto woo television as an outlet. Con-ceivably, a studio could reduce itsoverhead by making television filmsat costs greatly below those of the-atre product. That is, General Mo-tors is paying Bob Hope $140,000for each of six live television showsof 90 -minutes duration, with noth-ing left to show afterwards; a ma-jor studio could make a reasonablygood film for this amount, cuttingits overhead costs additionally byprofits from residual rights abroad,theatre showings in non -televisionareas and 16mm rentals.

While all this outer passivity hasmarked the major studios in regardto television, the remainder of Hol-lywood has been much more active.Literally hundreds of low -budgetpilot films have been produced by"independents" ranging in costsfrom a few hundred dollars to $15,-000. Of these, only a few have everbeen sponsored or telecast, indicat-

ing the zeal for "getting into tele-vision" has been more inspirationalthan practical. Actually, nobody inHollywood has made any sizeableprofits from television filming, butmillions have been lost in the stam-pede.

Of the names that have risenfrom all the welter of confusion,best-known are the veteran Hal E.Roach and his son, Hal, Jr., bothpioneers in television program-ming; Jerry Fairbanks; GordonLevoy and his pioneering series;Jack Chertok's Apex Pictures; BingCrosby Enterprises, Frank Wisbar,producer in conjunction with Levoyand Crosby on the original Procter& Gamble "Fireside Theatre" filmsand now has formed his own agencyto take over the TV film work forP & G ; and Lou Snader's Tele-transcriptions. Dozens of othershave jumped into the field, includingfilm producers such as Walter Wan-ger and Alex Gottlieb, but withoutsignal success. Too many squan-dered their own or borrowed moneyhaplessly, on illusory wild goose-chases by making a film first andthen attempting to peddle it after-wards.

Renewed OptimismNow, after all these lean years,

there is renewed optimism, so muchso that it is predicted that, comethis Autumn, all the Hollywood ren-tal space available for making tele-vision films may be taken. TheRoach Studio is thriving, Fairbanksis at peak production, and the otherlots are picking up. New York hasconsistently rated the "FiresideTheatre" series in the first ten,Crosby is now undertaking a simi-lar dramatic series to be titled,"Royal Theatre" ; and other series,such as "You Bet Your Life," "Bige-low Theatre"; "Truth or Conse-quences"; "Dick Tracy," "The Jon-athan Story"; "Hollywood Reel" ;and "The Horace Heidt Show" arebefore the cameras weekly. At longlast, the feeling persists, the trendhas turned to Hollywood for dra-matic shows in which it can espe-cially excel. Whereas television filmsabove $10,000 were a rarity yearsago, such as the Lucky Strike"Showtime" series at $12,000 each,now budgets are beyond $20,000and the forthcoming CBS "Amos'n' Andy" films will come in at $40,-000 per half-hour.

Not that all the manifold prob-lems are solved, by any means. Costsstill remain a hurdle and shooting afilm in two or three days by what-ever process presents many, many

difficulties. The Musicians Union isdemanding five percent of the royal-ties on all films using live music,an edict all Hollywood TV filmersare by-passing, except Autry andSnader, by employing foreign orancient -vintage canned tunes. Thevarious crafts are gradually crystal-lizing their demands for participa-tion in the profits from televisionand soon this will become an activeproblem on the headache agenda.Financing is procurable at present,but it must come from individualssince banks are still disinterested.Hollywood continues to accuse Man-hattan agencies with antagonism toit, on the grounds that if produc-tion is centered here, the agencieswill have nothing to do in exchangefor their 15 percent commissions.In Hollywood's opinion, New York'shand is being forced by high coststhere, mistakes cropping up con-stantly in live programming, short-ages of space and sets, and the con-spicuous lack of sweep and scopeand technical effect that only canbe injected into films.

Retarding FactorA retarding factor in Hollywood's

television filming is the inadequacyof distribution. Now, if it had anassured year -around market - callit block -booking if you will - thenit could further pare costs by util-izing standing sets for differentpictures and attracting creativeand acting talent heretofore reluc-tant to forego regular major studiojobs for the off -and -on employmentof television filmers. As an instance,the pilot film for "Wild Bill Hickok"cost $18,000 but once out on a seriesproduction basis the budget was re-duced to $13,000 each.

Much consideration has been ac-corded this obstacle in Hollywoodbut to no avail so far. Roach hasbeen energetically striving to for-mulate a national distribution sys-tem for some time. Levoy's methodof first, second and third runs fortelevision films, similar to theatrepictures, was his solution. The LosAngeles Times-KTTV has proposeda hook-up of newspaper -owned tele-vision stations for joining produc-tion and exhibition of films.

Hollywood's output is based ona limited production at a generallyhigh -per -picture return.

When Hollywood does begin spew-ing thousands of hours of filmsyearly to satisfy the enormous tele-vision appetite, part of the adjust-ment process will involve smallerprofits on more units, surely a boonin that risks are lessened.


On April 1, in Los Angeles, the big -name stars of CBS -TV

packed up their shows and moved to KTSL.

Now your moreNow that the Los Angeles TV picture has changed completely,

the station to watch . .. the station to buy. . . is KTSL,

Columbia's television station in the nation's third market.

The next move is your move .. . to KTSL.

Los Angeles ATALChannel 2 Columbia Owned

Represented by Radio Sales

WILD

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IMAM AI

TV-California Style

jfai swot

your °"it(the it

For film commercials

with "client appeal"

get in touch with

TV adsI !Immo"

3839 Wilshire Blvd., Los AngelesDUnkirk 8-1323 - DUnkirk 4-7520

A Doria Balli Enterprise

1taeA few of our many

satisfied clientsAbbott Kimball Co.

Regal Pale BeerBrisacher Wheeler & Staff

Parsons Sudsy Ammonia

Biow Co.Brew 102 (Maier Brewing Co.)

Edwards AgencyBuick DealersPaper Mate Pens

Juneau AgencyHerald Express Newspaper

West -Marquis, Inc.J. W. Robinson Dept. Store

CALIFORNIA. . . and the cable

ALMOST every analysis and pro-jection of California televi-

sion has been predicated on theforthcoming New York to Califor-nia cable linkage. And it is precise-ly at this point that one of thegreatest fallacies in industry think-ing may rest.

First of all, the exact time of itscompletion between San Franciscoand the East is dubious, and evenAT&T is now qualifying the gen-erally quoted Autumn of 1951 date.Atop that is the hefty element ofcosts. Two years ago, when boom -talk about the San Francisco -LosAngeles microwave relay was ram-pant, this writer forecast that pro-hibitive charges would cause thelink to rust from non-use. LeonBenson, television executive in LosAngeles for the J. Walter Thomp-son agency, now points out that"this relay has been available tostations and to advertisers sincelast Fall, but it is not even todayused regularly by anyone becausethe roughly $800 per use cost ap-parently is too much to swallow.

"The use of the microwave relay,as a matter of fact, will make WestCoast originations higher for sev-eral years to come than a New Yorkor Chicago origination," he contin-ues. "There are thousands of emptymiles between Omaha and San Fran-cisco without local outlet to helpamortize the cost of a transconti-nental show."

On the other hand, Philip Lasky,of KPIX, feels optimistic about theeffects of the cable on both SanFrancisco and northern California.He points out that the cable willgreatly stimulate receiver sales inthe state. Next, he looks to the im-proved picture quality as overcom-ing the objection of poor kine re-production. In connection with this,he points out that seeing the showson the day of broadcast will elim-inate the distasteful experience ofseeing a holiday presentation weeksafter the holiday.

Concluding, Mr. Lasky regardsthe station' ability to broadcast topnews and special events as theyhappen, rather than present latenewsreels, as an important plus thecable will bring.

A fair assumption would be that,

given outstanding programming inHollywood, the costs would be off-set by the quality. But it must alsobe noted that the high costs foroutstanding programs, transconti-nental transmission via cable, andstation time in each of the citieslinked will be far outweighed indollars and cents merits by simplyputting the show on film. Further,the time differentials between theWest, Mid -West and East nullifythe value of the cable greatly,enabling but few programs to clearspots that will catch maximum cir-culation all over the nation. And, atthose prices, every particle of cir-culation would have to be squeezedto so much as equalize expenses.

Hollywood poses a formidableproblem to the networks. By em-phasizing New York originations,all the aforementioned troubleswith live programming are encoun-tered. On the other hand, if pro-gramming is centered in Hollywoodwith a majority of it in film, thentwo issues must be faced: the net-work must go into the complicatedmotion picture business fully and,secondly, it must fight for its eco-nomic existence since one of thebasic reasons for a network, thatof simultaneous airings, could belargely avoided by films. The coaxialcable, to repeat, is no solution toall this and so the transition fromradio to television, from Eastern toWestern -based programming opera-tions, creates complex financialproblems.

CBS is best cited, as an instance.Its contemplated erection of "Tele-vision City" in Los Angeles, lastannounced as a $35,000,000 venture,is a foray into the unknown andinterwoven with real estate, build-ing and technical hazards. The na-ture of television is changing sorapidly and the engineering inno-vations so devastating that any suchlarge-scale fixed investment is adaring deed. Meanwhile, the net-work has dropped its partnershipwith the Los Angeles Times inKTTV and taken over KTSL, whereit began full scale CBS program-ming the first of April. Its principalHollywood origination in televisionat present is the Alan Young show;



jefouStitt&aid EctLeznii (Inc.

201 N. OCCIDENTAL BLVD. 60 E. FORTY SECOND ST.

LOS ANGELES 26, CALIF. NEW YORK 17, NEW YORK

We wish to express our appreciation for the privilegeof working with many of the nation's leading advertising

agencies, industries and associations in the production

of advertising, sales promotion, public relations andtelevision films. Among them are:

American Cancer Society, Inc.American Dairy Association

American Telephone & Telegraph Co.

Armour & Company.

N. W. Ayer & Son, Inc.Batten, Barton, Durstine & Osborn, Inc.Beech-Nut Packing Company

Benton & Bowles, Inc.

Camel Cigarettes

Carr Consolidated Biscuit Co.

Coca-Cola Company

Cream of Wheat CorporationCresta Blanca Wineries

Crosley Division of Avco ManufacturingCorp.

Dancer -Fitzgerald & Sample Co.

D'Arcy Advertising Company

Daystrom Furniture CompanyDeSoto Motor Corp., Div. of Chrysler

Motors

E. I. DuPont de Nemours & Co.Electric Companies Advertising Program

Ewell & Thurber Associates

William Esty Company

Ford Motor CompanyFoote, Cone & Belding, Inc.

General Electric Company

General Foods

Goodyear Tire & Rubber Company

Harding College

Kaiser -Frazer Motor Company

Kellogg Company

Lincoln Mercury Corporation

Lever Brothers

Magazine Advertising Bureau, Inc.

National Carbon Company

New York Stock ExchangeOwl-Rexall Drug Stores

Procter & Gamble Company

Reuben H. Donnelley-RedbookRonson Art Metal Works, Inc.

Savings Bank Association of New York

Shell Oil Company

Alfred P. Sloan Foundation, Inc.Alexander Smith Carpet Company

Swift & CompanyJ. Walter Thompson CompanyUnited Fruit CompanyJ. J. Weiner CompanyWilliam Weintraub & Co., Inc.

Westinghouse Electric Company

Wildroot Company, Inc.

Wilson & Company, Inc.

41

*Hooper, February 1-7

When KFI-TV's Morning Movies

are on the air 87% of the viewers are tuned

to them. KFI-TV's Morning Movies*, avail-

able for participation at $60 commission -

able, are telecast from 11 A.M.-12:15 P.M.

Monday through Friday.

/0

And 76.5% of the audience between

2 and 3:15 P. M. are glued to KFI -TV's

Movie Matinee.

This overwhelming dominance of

these two key daytime hours attests the

potency of feature film programming and

the sales potency of the station whose

programming is built on feature filmsacross the board . . . day and night.

KFI-TV 9 tax24LOS ANGELESRepresented Nationally tly Edward Petry and Co,

42

TV-California Style

REGARDLESS of Hollywood'seventual role in programming,

perhaps even more important atthis stage, to the advertiser andagency, is California-The Market.It is here that the state must besplit in two because of Los Angeles'taste being at almost complete vari-ance with the rest of the country.

San Francisco, on the other hand,conforms much more to the nation-wide pattern.

But-be that as it may -11 LosAngeles, San Francisco and SanDiego stations are caught up in theswirl of activity that spells TV-California Style.

In terms of total time on the air,KTSL, now the CBS owned andoperated outlet in Los Angeles, isthe oldest, having been establishedexperimentally by then owner DonLee in 1931. KTLA, the Paramountoutlet there, was the first Los An-geles station to telecast commer-cially. Others in Los Angeles are :KNBH, NBC owned and operated;KLAC-TV, owned by Mrs. DorothySchiff Thackery ; KFI-TV, ownedby Earle C. Anthony; KECA-TV,owned and operated by ABC, andKTTV, owned by the Los AngelesTimes and affiliated with DuMont.

In San Francisco the roster in-cludes : KRON-TV, owned by theSan Francisco Chronicle and affili-ated with NBC; KPIX, owned byWesley I. Dumm and affiliated withCBS, DuMont, and Paramount andKGO-TV, ABC owned and operated.

San Diego's lone outlet, KFMB-TV, now owned by Jack Gross butto be sold to the Charleston, W. Va.,Broadcasting Co., is affiliated withABC, CBS, NBC and Paramount.

As of March of this year, LosAngeles had 943,321 sets ; SanDiego had 81,000; and San Fran-cisco, 159,173; a total of 1,183,494.Next to New York, Los Angeles hasthe second largest amount, while thestate as a whole had about ten per-cent of the country's entire set cen-sus, 11,317,413. The Electric Leagueof Los Angeles estimates that thetotal population reached by thecity's signals is 5,092,482, with afamily average of 3.11.

According to Tele-Que research,conducted last year, "There is goodreason to believe that while only51.5 percent of all Los Angeleshomes own TV sets, these homesrepresent considerably more than51.5 percent of the potential salesmarket in the Los Angeles area. Forexample, 71.9 percent of the TVfamilies own their own homes; 90.5own a car ; 16.0 own a new car(latest model out) ; 61.6 of the

adults have a high school education.Between 25-30 percent of all thehomes in California have TV sets."

In programming, Californiabeams the same assorted miscellanyof talent and trivia that character-izes present day television, but, ofthe many facets suitable as a pointof departure for detailed study, filmis probably the best.

Hollywood station operation hasbeen eminently a leader in films. Itwas here that Hopalong Cassidy ex-perienced his re -genesis, along withdozens and dozens of other hoarypictures. A plenitude of statisticsreveal the sway of old films in cur-rent programming. In one typical

rated shows are on KTLA. Tryingto determine why this station hasachieved such an important role,one finds that several factors areresponsible for Angelenos' highmeasure of channel loyalty.

First, is the fact that KTLA wasin the market "fustest with themostest" : besides being the first tobroadcast commercially, the stationhas built a reputation for reliability.KTLA has made itself a Los An-geles habit by being on the spot,wherever and whenever noteworthyevents occur.

It was in Los Angeles that tele-vision as a public service docu-mentary was raised to a high level

CALIFORNIA. . . as a market

week, for example, the seven sta-tions here played a total of 73 fea-ture-length pictures. A study madeby Frank Orme disclosed that "thefilm industry, without making anyeffort to enter the TV programfield, currently holds a two -to -oneadvantage over the entire televisionindustry in creating the programsmost acceptable to the video audi-ences of Southern California."Films Lead

Based on a recent Tele-Que sur-vey of those programs enjoying arating of 10.0 or more, it was foundthat of these, films led with 41.6hours, live remote shows (sportsmainly) 36.7, live studio shows 15.7and kinescoped programs 6.0. Thepopularity of films is on the rise inall television areas but their excel),tional strength in Los Angeles is apuzzle to station operators. One ex-planation is that the low budgetsand poor quality on live showsmakes for film popularity; anotheris that Californians are so fond offilms by training and loyalty thatthey prefer them on TV; still an-other holds that the unhamperedmovement toward films may becaused by the fact that kinescopesare telecast here two weeks afteroriginating in New York and itdoes become irritating to listen toThanksgiving and Christmas ref-erences a fortnight afterwards.

A phenomenon of interest toeveryone in the industry is the dom-inant position of KTLA's ratings,in the face of competition from sixother Los Angeles stations, four ofthem network outlets. As the Video-dex chart indicates, six of the top

by the KTLA and KTTV telecastsof the Kathy Fiscus rescue and,more recently, by the KECA-TVcoverage of the Kefauver Commit-tee hearings.

The channel's excellent signal hasmade the job easier, as has its mo-vie -parent, Paramount. By takingadvantage of Los Angeles' movie -appetites and, by smart buying be-ing in a position to offer first runold Hollywood movies, the stationhas literally fashioned the marketaround itself.

Analyzing the stations' opera-tions, Videodex finds that KTLA hasachieved the best measure of "blockprogramming" in the market."Channel" loyalty is a recognizedpattern in AM while "program"loyalty better describes the presentstage of TV. However, KTLA has,even at this stage, achieved the best"channel" loyalty of any televisionstation in the United States, Video-dex concludes.

For example, on the average67.9% of the viewers either stayedtuned to KTLA from the precedingprogram or turned their sets off,according to this research firm.

This phenomenon has tremendoustime buying ramifications. It meansthat an advertiser placing spots onsuch a channel is maximizing theamount of traffic past his chainbreak spot time period and mini-mizes the loss of audience fromthose homes that tune over too latefrom competing channels to catchhis spot or tune in from off.

Of general interest is the factthat this characteristic of audiencehabits also determines the structure


In San Francisco .

ONESTATION RECEIVED

FIVEOUT OF

TWELVESTATION AWARDS

from theACADEMY OF TELEVISION

ARTS AND SCIENCES

The station, of course, was

KPIXSan Francisco's Pioneer

Television Outlet

BEST Children's Show"Once Upon a Time"

BEST Live Commercialfor Acme Beer

BEST PersonalityBen Alexander

BEST Locally ProducedFilm-"Teletrips"

PLUS Citations forSports Telecasting

Public ServiceEngineering Achievement

MORE SALESFEWER DOLLARS

KPIXChannel FIVE -San Francisco

CBS and DuMONTNetworks

Represented by The Katz Agency

of spot time buying schedules. Dis-criminating advertisers and theiragencies either buy "vertical spot"or "horizontal spot": vertical spotrelates to saturating or intensifyingspot buys on a given channel or agiven series of days. Horizontal spotrelates to saturating or intensifyingspot buys over all days (scatter).Vertical would find Tuesday andThursday heavily sprinkled. Hori-zontal would find two or three placedMonday, Tuesday, Wednesday,Thursday and Friday.

To further analyze KTLA's suc-cess the chart below presents abreakdown of the station's program-ming activity by various categories :

BREAKDOWN OF KTLAPROGRAMMING

(Week beginning MarchHauls

19, 1951)o

Telecast Live Film RemoteWeekly Studio Studio Pickup

Day 141/2 26.7 73.3Eve. 412/3 30.4 51.0 18.6Total 56 29.5 56.7 13.8

Day Eve. Total°. °0 oc,

Variety 13.8 10.5Sports 7.2 5.2News 5.8 4.2Comedy 1.6 1.1

Drama 7.0 1.0 3.0Feature Films 66.3 32.5 41.2Public Service 1.7 6.6 5.2Women's Prog. 10.5 3.5 5.2Children's Shows 20.1 14.8Interviews 7.0 5.1 5.5Miscellaneous 7.5 2.8 4.1

Looking at local programming onan overall basis, sportscasts are welldone, Californians being keen de-votees of sports in person or vicari-ously by television. Audience par-ticipation, disc jockey, mystery,comedy, drama, commentary -allthe gamut of programming is beingattempted by the stations in an ef-fort to achieve successful formulas.

Since many former radio peopleare involved in programming, muchof their efforts are wordy, staticand lacking in the movement thatshould rightfully be television's butas more experience is gained andmore knowing film technicians gointo television, these defects arebeing eliminated slowly. This ap-plies to San Francisco and San Di-ego as well.

As for time rates, one networkoutlet in New York charges about$1.50 per thousand viewers, whileits station in Los Angeles costsonly a little over $1.00 to reach thesame quantity. In Buffalo, usinganother city at random, rates perthousand viewers are about $2.60.In general, the rates for all stationshere would average about one-thirdless per thousand than those in NewYork.

A pronounced leaning on research

is asserting itself in Los Angeles,probably as a result of the keencompetition between the stations.Some thought is now being givento a single, uniform program ratingservice to which all stations wouldsubscribe, thereby avoiding the con-fusion and contradictions now ex-tant. Most advanced research firmhere is Coffin, Cooper and Clay, whoissue the voluminous Tele-Que rat-ings used by most local agenciesand stations. Following a policy longadvocated by many veterans in tele-vision, notably CBS's George Mos-kovics, Tele-Que is conducting sur-veys to substantiate television as aselling and merchandising medium,rather than as a pure ad channel.

Every major California dailynewspaper now has a radio -televi-sion editor.

Commercial Film Field StrongAlongside the developments in

entertainment films for television,there has been nothing static in thecommercial film field here. Over 300firms and individuals hailed them-selves as makers of commercial filmsa year or two ago, in the first flushof television's emergence. Now thefield has narrowed to an estimated40, with some doubling entertain-ment films for TV. Here, too, Holly-wood's specialized skills in motionpictures are asserting themselves asjudged by the unusual advertise-ment of Five Star Productions lastyear that they were unable to handleany more business, and were takingcare of old accounts on a 90 -daybasis only. Says owner Harry Mc-Mahan. "There aren't enough goodproducers to go around and we arenow concentrating almost entirelyon 12 agencies. They merely set thebudgets and toss the problems inour laps."

California has developed a ratherconsiderable number of televisionset manufacturers, especially so inview of such obstacles as a limitedWestern market and forbiddingfreight rates East. The success sagaof Leslie Hoffman, one that cantake place only in this wonderfuldemocracy, is most conspicuous, andthe firm has managed to invade theEastern markets with 40 -some dis-tributors and key dealers. ThePackard -Bell Company has riddenthe tides of receiver production pro-fitably and other manufacturers onthe Coast include Kaye -Halbert andNatalie Kalmus' outfit. Governmentorders have been helpful in main-taining California electrical goodsmanufacturers. Hoffman has been



PULSE reportsSan Francisco

Bay area tele-

viewing "steady

as she goes"-

"steady as she goes in San Francisco"

4 MONTHS IN -A -ROW(OCT., NOV., DEC., 1950 -JAN., 1951)

KRON-TV carried more once -a -week andmulti -weekly programs with largestshare of audience than the other twoSan Francisco stations combined ...

HOW'S THAT FOR PROOF

KRON TVSAN FRANCISCO CHRONICLE NBC AFFILIATE

SELL MOSS ON 4

PUTS MOREEYES ON

SPOTSRepresented nationally by FREE & PETERS, INC.... New York, Chicago,Detroit, Atlanta, Fort Worth, Hollywood. KRON-TV offices and studiosin the San Francisco Chronicle Bldg., 5th and Mission Sts., San Francisco

45

TV California Style

THE CABLE(continued from page 40)

the network has frequently statedplans for increasing its televisionprogramming from Hollywood butto this time without materialization-probably because of studio spaceshortage. CBS has an enormous in-vestment in such Hollywood -basedpersonalities as Jack Benny, BingCrosby and others, all of whichmust be translated into amortiza-tion by television in the next yearor two.

Unlike Columbia, NBC has un-equivocally stated its confidencethat New York and live program-ming will continue to dominate tele-vision. Somewhat in contradiction,however, its new vice-president onthe West Coast, John West, has in-dicated that his major task is toarrange a "wedding between filmsand television." He has surveyedthe independent studios in Holly-wood and let it be known that tie-ups were simply a matter of righttiming, whenever that will be. The"right time" in television is one ofexpedience and so the network is,apparently, attempting to continuein New York as long as circum-stances permit and then shift itsconcentration to Hollywood whenthis can no longer be avoided.

ABC was the first network to turnto Hollywood in a decided way, bypurchasing the old Vitagraph mo-tion picture studios and intrench-ing itself there in preparation forthe filming to come. Recently it an-nounced an "extensive" schedule oftelevision film production to com-mence here in the next month ortwo. One of its executives said that"live telecasts of dramatic shows

present the fantastic situation of awork of art completely gone withone performance," and so with thistype of thinking underlying itspolicy, ABC is apparently dedicat-ing itself to a future in films. Mu-tual lost its sole outlet here whenthe Don Lee network was sold andKTSL was taken over by CBS.

DuMont has just signed KTTV,the Los Angeles Times station, asits LA affiliate and undoubtedly isplanning to utilize the extensivefilm facilities of this station.

AS A MARKET(continued from page 44)

au ardent backer of sports oa tele-vision, himself sponsoring a num-ber of costly events.

Every good story should deserv-edly conclude with a befitting moral,and since the tale of television inCalifornia is certainly all of that,there is one here.

Any industry, no matter its prod-uct, must revolve around the basicingredients of its manufacture. Intelevision, these materials are thecreative and acting talents abund-antly concentrated in Hollywood,without counterpart elsewhere.

To Hollywood, therefore, mustcome television fir the skills thatwill enable it to progress rapidlyto the hilt of its vast potential.

For Hollywood, television willmean a prosperity dwarfing that ofthe past and, through dominationof this most potent of all visualmedia of communications, world-wide influence likewise withoutparallel. For the sake of the world,including Hollywood itself, it isearnestly to be hoped this influenceis exhorted ably and with con-science.

Paramount's"Time for Beony,"an outstandingkiddie show,emanates fromthe coast also.

ProgramHopalong CassidyTexaco Star TheaterSpade CooleyPattern for SurvivalLone RangerIna Ray HuttonRoyal HawaiiansTime for BeanyAllan Young ShowLaurel & HardyThe MoviesChevrolet Triple Theo.WrestlingBurns & AllenThe RugglesCharley ChaseHollywood ReelBand Stand RevueCity at NightDixie ShowboatFilmsQueen For A DayToast of the TownTim McCoyTruth or ConsequencesYou Bet Your LifeLife With LinkletterWrestlingBeulahFour Star Revue

(J. Durante)

CALIFORNIAMARKET CHARTS

VIDEODEX TOP 30 FORLOS ANGELES

Station RatingKTLAKNBHKTLAKTLAKECAKTLAKTLAKTLAKTTVKNBHKTLAKECAKTLAKTTVKECAKTLAKTLAKTLAKTLAKTLAKTLAKTSLKTTVKTLAKTTVKNBHKECAKLACKECAKNBH

43.739.036.030.528.727.827.627.126.826.726.325.725.024.524.124.123.723.022.421.221.220.319.819.319.118.718.718.318.018.0

TOP TEN SHOWS, PULSEMARCH 1.7, SAN FRANCISCO

Once A Week ShowsProgram Average Rating

Texaco Star TheaterKRON-TV-Tuesday

Original Amateur HourKRON-TV-Tuesday

Par -T -Pak TheatreKRON-TV-Sunday

Gene AutryKRON-TV-Sunday

Stars Over HollywoodKRON-TV-Sunday

Circle TheaterKRON-TV-Tuesday

Ford Time-Alvino ReyKRON-TV-Sunday

Philco PlayhouseKRON-TV-Sunday

Cisco KidKRON-TV-Thursday

Life with LinkletterKGO-TV-Frida y

March Feb.

48.9 49.4

28.6 35.1

31.8 30.3

28.5 26.3

28.3 27.3

27.8 28.0

27.3 26.0

25.5

25.0 24.3

25.0 27.8

LOS ANGELESTYPE OF PROGRAM

VIDEODEXFeb. 1-7, 1951

By 00 of Total Program Hours"Variety" programs constituted 12.0°oSports programs constituted 4.8°6Drama & Mystery 7.5Audience Quiz & Participation 4.1Children's Shows 17.0Musical 4.9Women's Programs 13.1Feature Films & Shorts 28.0News & Current Events 8.6

100.000


FIVE S

For the second time in the last six months, Five Star has had toclose its doors to new business. This, despite the fact we tripled ourspace and doubled our staff as of January 1.

There must be a reason . . .

Perhaps it is because Five Star has more actual experience than anyother TV commercial producers . . . specializing in the short ad -filmfield for 12 years in Hollywood, the film workshop of the world.

Perhaps it is because Five Star is founded on a different principle:Former advertising agency men in contact and creative work.

Perhaps it is because Five Star creates and writes 80% of the TVcommercials it produces. More and more agencies see the wisdom ofsuch an adjunct to their own creative departments . . . at no extra cost.

At any rate, the Five Star formula is the most sought after in theindustry, as attest these sponsors currently completing or in production:

ALKA-SELTZER HEINZ "57- RICE CHEX

BANQUET CHICKEN INSTANT RALSTON RY-KRISP

CARNATION MILK JERSEYMAID S.O.S.

CHEXIT LUCKY TIGER SMART & FINAL

DELAWARE PUNCH MAYROSE (SWIFT) SOIL -OFF

DICKIES PET MILK TOWNE PRIDE

FOLGER'S COFFEE PILLSBURY WESTERN AIRLINES

FOREST LAWN POST DISPATCH WESTERN -HOLLY

HEIDELBERG REED'S CANDY ZENITH

7i4" ;1-

710-dfiCtleandcer.."1)526 SUNSET HEmpstead 4807 HOLLYWOOD

World's Largest Creative Producers of Television Film Commercials

NOTE: WedoactivelyoutHollywoodsolicit accountswaydropinro pN

intYoorske.eHuoswever:

when

47

DAYTIME NETWORK SCHEDULE

Before 12:00

(Saturday only)10 :15-10 :45SCOUTING IN ACTION10:45-11:00ACROBAT RANCH-(ABC),

General Shoe11:00-11:30FAITH BALDWIN-(ABC),

Maiden Form. Alternate weeks.KAY WESTFALL SHOW-(ABC)11:30-12:00DICK TRACY-(ABC)GRAND CHANCE ROUND-UP-

(CBS).TIME FOR ADVENTURE-

(NBC)BONNY MAID VERSATILE VA-

RIETIES-(CBS),Bonafide Mills

FUN FAIR-(ABC)

12:00.12:30

HEADLINE CLUES-(D)TWO GIRLS NAMED SMITH -

(ABC), Sat., B. T. Babbitt.BIG TOP - (CBS), Sat., (12:00-

1 :00), National Dairy.RANGER JOE - (ABC), Ranger

Joe, Inc. (12:00-12 :15)CHESTER THE PUP-(ABC),

Mason, Au & Magenheimer,(12 :15-12 :30)

12:30.1:00

RUMPUS ROOM-(D), Mon. thruFri., Premier Foods.

I COVER TIMES SQUARE-(ABC), Sat., Seeman Bros.

FAITH FOR TODAY-(ABC),Voice of Prophecy, Inc.

1:00-1:30

OKAY MOTHER-(D), Mon. thruFri., Sterling Drug.

1:30-2:00

GARRY MOORE SHOW-(CBS),Mon. thru Fri. (1:30-2:30)Procter & Gamble, 15 min. Mon.

thru Fri.Quaker Oats, 15 min. Tues. and

Thurs.R. J. Reynolds (Cavaliers), 15

min. Mon., Wed. & Fri.Corn Products, 15 min. Thurs.

UNIVERSAL HOMEMAKER-(D), Thurs. (1:30-1:45),

Universal AppliancesAMERICAN FORUM OF THE

A/R-(NBC)

2:30.3:00

FIRST HUNDRED YEARS-(CBS), Mon. thru Fri. (2 :30-2 :45), Procter & Gamble.

WINNER TAKE ALL-(CBS),Mon., Wed. & Fri. (2:45-3:30),Tues. & Thurs. (2:45-3:15)

3:00.3:30

BATTLE REPORT-(NBC)BRIDE & GROOM-(CBS), Tues.

& Thurs., Hudson Paper & Pulp(3:15-3:30)

MISS SUSAN-(NBC), Mon. thruFri. (3:00-3:15), Colgate -Palm-olive -Peet.

3:30-4:00

BERT PARKS SHOW - (NBC),Mon., Wed. & Fri., General Foods(Wed.)

BETTY CROCKER SHOW-(CBS), Tues. & Thurs., GeneralMills.

FASHION MAGIC-(CBS), Mon.& Fri., International Latex.

MEET YOUR COVER GIRL-(CBS), Wed.

MRS. ROOSEVELT-(NBC)REMEMBER THIS DATE-

(NBC), Tues. & Thurs.

4:00.4:30

HOMEMAKER'S EXCHANGE-(CBS), Mon. thru Fri., Alumi-num Co. of America, AtlantisSales Corp., Calif. Prune & Apri-cot Grower's Assoc., Calif. Wal-nut Grower's Assoc., GeneralElectric, Landers, Frary & Clark,S.O.S. Company, Consider H.Willett Co.

KATE SMITH HOUR - (NBC),Mon. thru Fri. (4:00-5:00)Sponsored in 15 -minute segments.Procter & Gamble, Mon. thru Fri.Corn Products, Mon. & Tues.Chesebrough Mfg., Mon.Hunt Foods, Mon. thru Fri.Simmons Mattress, Tues.Jergens, Wed. & Fri.Durkee Foods, Wed.

American Home Prod., Thurs.Minute Maid, Thurs.Hazel Bishop, Fri.

MEET THE PRESS-(NBC),Revere Copper

SPACE PATROL-( ABC)

4:30.5:00

HALF PINT PARTY - (ABC),Mon. thru Fri. (4:45-5:00), SamSmith Shoe Co. (Wed. & Fri).

VANITY FAIR - (CBS), Mon.thru Fri., Coro Jewelry (Thurs.)

YOUR PET PARADE-(ABC),Ralston

LAMP UNTO MY FEET-(CBS)ZOO PARADE-(NBC).

Quaker Oats

5:00-5:30

CHUCK WAGON PLAYHOUSE-(CBS), Mon. thru Fri.

GABBY HAYES-(NBC),Quaker Oats

LUCKY PUP-(CBS), Mon. thruFri. (5:00-5:15).

Thurs.Sundial Shoe, Fri.

MARY HARTLINE SHOW-(ABC), Mon., Wed. & Fri.(5:00-5:15).

HAWKINS FALLS-(NBC), Mon.thru Fri., (5:00-5:15)Lever Bros., Mon., Wed. & Fri.

OSMOE-(ABC), Tues. & Thurs.(5:00-5:15)

PANHANDLE PETE & JENNI-FER-(NBC), Tues. & Thurs.(5:15-5:30)

SUPER CIRCUS-(ABC),(5:00-6:00)Canada Dry (5-5:30) weeklyPeters Shoe (5:30-6) alt. weeksM & M Candy (5:30-6) alt. weeks

THE FACTS WE FACE-(CBS)TV TOTS TIME - (ABC, Mon.

thru Fri. (5:15-5:30).

5:30.6:00

HOWDY DOODY - (NBC), Mon.thru Fri. Sponsored in 15 -minutesegments.Colgate, Mon., Tues. & Thurs.International Shoe, Wed.F. W. Kellogg, Tues. & Thurs.Mars, Mon., Wed. & Fri.Wander, Fri.

PEOPLE'S PLATFORM-(CBS)HOLLYWOOD JR. CIRCUS-

(NBC), Hollywood CandyPrograms in italics ars sustaining.


CniaTELEVISION

LEADS in LEADING daytime TV cities

During the day, sets in use in the three cities servedby WLW-Television - Cincinnati, Dayton and Columbus -are among the highest in the nation -

Average Sets In Use*

CINCINNATI 13.9%

DAYTON 12.2%

COLUMBUS 11.1

In each of these cities, the WLW-Television stationhas a much larger share of the daytime audiencethan the leading competitor.

Average Share of Audience*

WLW-TV

Station

Leading

Competitor

WLW-T, Cincinnati 47.5% 37.4%WLW-D, Dayton 63.1 % 26.2 %

WLW-C, Columbus 57.7% 24.3%

Here's proof positive that WLW-Television delivers the greatestdaytime audience in the midwest's second largest TV market.

(WLW3TELEVISIONWLW-T WLW-D WLW-CCINCINNATI DAYTON COLUMBUS

*Videodex, December, 1950, 6:00 a.m. - 6:00 p.m.

The Du Mont Storythe most exclusive, basic, effective sales story

in Television

First in DevelopmentIn 1931 the Cathode Ray Tubewas a very expensive laboratorycuriosity. Dr. Du Mont developedthis tube and made electronictelevision practical. Today ...Du Mont is the foremost makerof precision electronic equipmentutilizing the Cathode Ray Tube.

First in TelecastingDu Mont operates the first tele-vision network, whose key sta-tion, WABD New York, was thefirst fully equipped station on theair. As foremost maker of high-fidelity, precision telecastingequipment, Du Mont has plannedand built many leading televisionstations.

First in RadarIn 1933 Dr. Du Mont filed a pat-ent which the Army asked him towithdraw for security reasons.The idea, developed in secrecy,became radar. Du Mont also con-tributed ideas for loran . . . andother electronic devices for na-tional defense.

YEARAS PIONEER

00 MONT*Trade MarkCopyright, 1951, Allen B. Du Mont Laboratories, Inc., Television Receiver Division, East Paterson, N. J., and the Du Mont Television Network, 515 Madison Ave., N.Y.22, N.Y.

An Authorized Du Mont Dealer is muchmore than just another outlet for televisionreceivers. His Du Mont Telesets* comestraight from the laboratories where tele-vision itself was born . . . finely built by theworld's foremost manufacturer of precisioninstruments utilizing the Cathode Ray Tube... a manufacturer who has always been andwill always be first in electronic engineeringdevelopment.

All the prestige that has been built aroundthe name "Du Mont" by twenty years ofelectronic pioneering and leadership goeswith the Du Mont Franchise. All the im-provements discovered at the laboratoriesare reflected in Du Mont Telesets.

It all adds up to the most complete, themost logical, the hardest -hitting sales storyin television, making a Du Mont dealershipmore than ever .. .television's most coveted franchise

First in Home ReceiversDu Mont built the first commercial home receivers in1939. In 1946 Du Mont brought out the first completeline of television receivers. Du Mont was first with the19 -inch tube, the 17 -inch rectangular glass tube, theshort: neck tube, now the giant 30 -inch tube. Nowonder the name Du Mont has come to mean "firstwith the finest in television."

first with the finest in Television

Documents

JAY. I'UN 1.°.1 L APF e evision APRIL 1951...JAY. I'UN 1." .1_ L APF e evision1.0 THE BUSINESS MAGAZINE OF THE INDUSTRY Seventh year of publication APRIL 1951 DAYTIME COST PER THOUSAND