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TelevisionTHE BUSINESS MAGAZINE OF THE INDUSTRY
MARCH 1949
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1
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the busy network
1\8C l'clevision is altracti.11:, morn. oinorl,
;Advertisers than all tio ,,,,1,i,,1...
\\ use an average of I I \1;1
stations conitiztred to the average 8 on the second
nehsork ... making NM: the far -and -away
leader in sponsored hours 3 times more
dian any r4onpetit(or. Things are really humming
1)11 \ NO. I VI \14111
NBC Television
TUE NATIoNAL BROADCASTING COMPANYA Jenne RIli0 Corporation f Antersca
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LOS ANGELES
You can't fool TII" uudienees:
SHOWMANSHIP pays off! That's why TV
stations operated by veteran showmen-
stations like Paramount's KTLA, LosAngeles, and WBKB, Chicago-lead tele-
viewer popularity polls.
They lead with TV advertisers, too . .
44 advertisers on KTLA out of 58 on all 7
Los Angeles TV stations, and 29 advertisers
on WBKB out of 51 on all 4 Chicago TV
stations, by the latest Rorabaugh Report
( Jan. 2-8).
IELESISION-TODAY'S***
*
ganitruymt.9-eteet;i4;nS4tve2isidi6Z54.
DO YOU KNOW?That I of Los Angeles' first 10 most popular T\
programs originate with KTLA . . . acrording to a
February survey by Television tieseareli Assoviaies. for "Television Magazine."
That among 1.os Angeles TN sponsors st identi-fied in the same survey. 8 of the 111 leader, were onKTLA!
That KTI.A won the "1918 First Annual Award"of The Avademy of Television Arts Si Sliellee, a. the\Vest Coast's "Outstanding Television Slat' ." ThatAeademy Awards for "1918., Most Outstanding Tele-vision Personality" and "1918's Most Popular Tele-%is' Program" were earned on KTI.A. Three of theAcademy's fire 1918 Awards!
That. in Chirago. WRKR's oreroge program ratingwas 18.11 for February 1-7 2.4 higher than the averagerating of the other .1 stations.
That "Kukla. Fran 011k," originating at WHK11,is TV's top -rated hi -weekly show with a ratingof N.
GREATESTSALES MEDIUM,
ON THE STATIONS THAT PRODUCE RESULTS!
KTLA 5451 Marathon Street, Hollywood 38, California. H011ywood 6363WBKB 190 North State Street, Chicago I, III. RAndolph 6-8210
New York Offices 1501 Broadway BRyant 9-8700WEED & COMPANY-National Sales Representatives
KEY STATIONS OF THE PARAMOUNT TELEVISION NETWORK
pre of ViTsts
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lot
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across fromThe Detroit
News.May 1991--- WW,t
establishesi the first
FM stationin Michigan,
WENA, since renamed WWlFltiOct. 23, 1996-FirstTV in De-
troit. Experimentalprogramsto Convention
Hall.
sent fromthe Penobscot
Building3/arch 4,1947-WWXTVbegins
televisingMay
, 1947 ---TheDetroit
NewsSpelling
Bee televisedfirst time.
May 28, 1922-Firstorchestra
organizedespecially
for broad-chestra16 pieces.
casting TheDetroit
News OrJune 9I922, --Thomas
E.Dcweytpne.Makes first radio bo
as bail-June18, 1922 --- First
RadioWedding
-- Wendall Nl thebrideroom.'Redheaded
Music -Maker"as theeb. 13, /92.5-1VWJ
joins NBc.March 1925-WJ
broadcaststhe
of inaugural.October1936--WWJ
movesh.'.
FIRSTBASS BALLJune 3, 1947--WWJ-TV
startscommercial
operation.First baseTigers-Yanks.
ball game telecast(by Ty
Tyson)June 4, 1947--C:arnivalOn Ice.0/ympia.
June 6, /947 -- Boxingat thelune
19, 1997--- Midget
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of1,1171 Ar..401, Join
kOrk%ter),
FIRST IN MICHIGAN'. . . Owned and Operated by THE DETROIT NEWS
National Rap ***** THE GEORGE P. HOLLINGBERY COMPANY
ASSOCIATE AM -FM STATION WWJ NBC Television Nework
12;!.Pro Pirst c
March, 1949
Teievision ENTERTAINMENTthat's
The most SUCCESSFUL commercials arethe most ENTERTAINING!
We have the EXPERIENCE that has success-
fully produced theatrical movie entertain-ment for thirty-seven years. We'd like tomake that experience available to you!
At your disposal-complete facilities for
live, animated, stop -motion and process
photography, all done by the world'sfinest technicians and creators
For full information, without obligation, write ... wire ... phone ..
SUBSIDIARY OF UNIVERSAL -INTERNATIONAL
445 Pork Avenue, New York 22, N. Y.
ENTERTAINMENT SELLS!
"What
are you
selling,
Young Man?"frx4-k
what we're selling!
Frornthe Feabru
Tele V i SiOnory
',susitss
M4cAz,Nt
iSSUe of
Or
11141srriF pk.
"US
clik:V.ROLF:1'
used "teaser."in its spotcaM-
paignlast
monthdesrgned
to(.1 r
arouseinteres
the GeneralMo-
torsauto
show StnNew
York'sW/-
(2) whetthe appetite
of viewersfor
a lookat the
'99
modelViewers
neversaw
the new
car in the
excerptsof
whichare shown
her.and
were
justenough
information
to createa desire
to see it for them-
selves.Commercial
hada tory
line
involvinga Little had
who
Paoutside
the Waldorfbefore
actualopening.
Themeof the
celo°.sineindettrellm...
...9gZe;Zwrailintoe:
c
bUN/TED
WORID yFIIMS
2 Television Magazine
'"austry
Sirlfcr'Pt/On,
Order /ism,AZINE Of THE INDUSTRY 44111114. 1, Number 3, March 1949
ck,ntentsTHE FCC LOOKS AT TELEVISIONCoy, Sterling and Webster on I IIF, VHF & Dual TIby Dorothy Holloway
LOW COST COMMERCIALSEfiectire & Economic Production Techniques-by Cameron Day
VAN HEUSEN USES TV FOR PROMOTIONDealer tie-ups with video shows push sales --by Jim Owens
13
15
23
EMERSON PREFERS TV OVER NEWSPAPER ADVERTISING 25Comparison of Costs between the two media
DEPARTMENTS
STATUS REPORTLatest industry facts and figures on operating stations,set production and advertising.
AUDIENCE RESEARCHFirst survey of program popularity, sponsor identificationin the Los Angeles area; Texaco leads both in New York.
STATION OPERATION BREAKDOWN
TELEVISION MAGAZINE'S STATUS MAPOperating stations, CPs, network connections,and circulation figures at a glance.
NETWORK PROGRAM CHART
MERCHANDISINGTwo recent surves reflecting buying habits and trends.
ADVERTISINGComplete list of all national advertisers using TV.
PROGRAMMINGProduction problems on across-the-board shows.
5
6
10
20
24
27
29
36
JIM OWENSManaging Editor
DR. ALFRED N. GOLDSMITHContributing Editor
THOMAS COFFIN, Ph.D.Director of ResearchNORMAN MARKWELLBusiness Manager
FREDERICK A. KUCELEditor and Publisher
CAMERON DAYFeature Editor
DOROTHY HOLLOWAYWashington Editor
H. G. CHRISTENSENFilm Editor
RICHARD ROSEArt Director
SAMUEL ROBINSONNews Editor
ARTHUR ENCELWest Coast EditorEILEEN M. DORRReader Service
ALMA L. CARLSONCirculation Manager
Published monthly by Frederick Kugel Company, 600 Madison Ave., New York 22, N. Y.Single copy. 50 cents. Yearly subscription in the United States, its possessions andnations of the Pan American Union, $5.00; in Canada, 85.50; elsewhere, 86.00. Enteredas second class matter February 20, 1945, at the postoffice at New York, New Yorkunder 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.
THE
ENTERTAI N M ENT-STATI ON
TELEVISION CENTERNEWARK
March, 1949 3
IewliStou..0,30100
the Busines Industryot t"
cvL,wCti, 0
VV,)11111111IP
WCAU-TV program popularity makes your
salesman -demonstrator a member of the family
in the 125,000 homes of TV set owners
found in this second largest
television market. CBS affiliate.
THE PHILADELPHIA BULLETIN STATIONSTVAMFM
4 Television Magazine
TELEVISION MAGAZINEstatus report
SERIOUS PROBLEM FOR TV COMMERCIALS: New Zenith and other circularpicture tubes present advertisers with a serious problem in trans-mission of film and slide commercials. New tube cuts off corners andsides of picture, resulting in additional loss in viewing area.
ADVERTISING: TV users topped the 1,000 mark for the first time in thehistory of the industry as of February 1, with a total of 1,099. Figurerepresents an approximate 500% increase over the 1948 figure of 210.
For the past two years TELEVISION Magazine has received a completelist of advertisers on all operating stations each month, and has pub-lished the total number accordingly. Therefore, TELEVISION Magazine'smonthly ADVERTISING INDEX is the only authoritative source of all ad-vertisers using TV.
This accounts for the discrepancies arising in other trade reportswhich use as a base a "typical" week rather than a monthly tabulation.
RECEIVER PRODUCTION: Set output for January totalled 121,238, some40,000 under the December figure of 161,179. RMA attributed the dropto the post -holiday pattern and the added fact that December had fiveproduction weeks as compared to January's four.
PROGRAM COSTS: Re-evaluation and pruning of program costs may be inoffing with reports that top advertisers, such as Philco, are scanningexpenditures. Latter is said to be askingutors to help cover the nut on "Playhouse" and maycancel show if unsuccessful. Emerson (see page 25)takes hiatus on "Toast of the Town" this month, willreconsider TV ad plans with possible expansion viaspread of budget over more programs.
DAYTIME TV: Bold venture undertaken by KFI-TV (LosAngeles) for all-out daytime operation (six hoursper day seven days) will be keenly watched by entireindustry. Major reshuffle of operating schedule,which drops night-time programming (and lowers hourrate from $400 to $150) may result in a successfuloperating pattern for other independents.
AM -TV SELLING: Rapid growth of audience emphasizesthe problem of selling time. Some industry execsadvance the theory that TV and AM sales should bedivorced --a practice adopted by the John Blair Co.,long-established rep firm. Blair set up separatecorporation for TV, decided the move would effectbetter overall service for its clients. Anotherstep in this direction is the resignation of threeexecs-Harrington, Wrighter and Parson-from theEdward Petry Co., to set up own video sales outfit.Trio is convinced of the necessity of concentratingon TV sales only.
Other reps accept this policy in theory only,and pose the question: What happens to AM sales ifwe take our top men and assign them to TV exclu-sively? They also advance the logic that AM mustsupport TV for some time to come. Top-level firmssuch as Petry, Katz, Weed and others have TV men whosell directly or work with the AM sales force-andfeel this offers efficient client service.
(continued on page H)
I NCOME
Upper &Middle Lower
Characteristics of TV audiencein New York, Los Angeles andPhiladelphia are shown in thisportion of a chart from a surveyby Audience Research, Inc. Blackbars indicate set owners; whitebars show estim Ited p7rcentageof national population.
March, 1949 5
TELEVISION MAGAZINE
AUDIENCE RESEARCH
WITH this issue, TELEVISION Magazine beginsa series of reports based on a continuing survey
of Los Angeles set owners. The survey, similar in char-acter to our New York area study, is conducted for usby Television Research Associates, who complete 200monthly telephone interviews from a representativesample of LA set owners.
Among other questions, set owners are asked eachmonth to name three advertisers on television and togive their favorite television program. Responses tothese questions reflect not merely the effects of currentviewing but also the cumulative advertising impressionand program preference built up over a period of time.Consequently this device supplements ratings of cur-rent viewing obtained by coincidental methods withan indication of longer -term program and advertisingeffectiveness.
It is interesting to note that of the 206 calls com-pleted (between February 10th and 15th) in theLos Angeles area 14% of the respondents were unableto name a specific television advertiser and 6% wereunable to give a favorite program, in comparison withthe 2-3% of "don't knows" consistently obtained inNew York. The difference probably reflects the extentto which television has become established in the twoareas. The following percentages are based on thenumber of respondents who were able to give definiteanswers: 177 for advertisers, 194 for programs. Ineach group 68% are women and 32% are men; the sexesare given equal weight in computing "total" percent-ages.
Rancho Soup leads in sponsor identification, men-tioned by 42% of the respondents. This relatively highfigure indicates how, with effective TV advertising, alocal product may outrank even nationally advertisedproducts in the viewer's awareness. Lucky Strike, with29%, ranks second. Much of the Lucky Strike adver-tising which preceded this rating was handled via thesame "marching cigarette" spot commercials which,for so long, kept this advertiser high on the list in theNew York area. Likewise, the appearance high on thewestern list of several other long-time leaders in theNew York survey suggests that program and com-mercial techniques proving effective in the one areaare doing equally well in the other.
LOS ANGELES AREASponsors
NI en Women TotalRancho Soup
KTLA-Telepix Newsrel:i.1' , 50' 42%
Lucky SttikeKTLA - Spot; KNBH - YourShow Time
32 26 29
ChesterfieldKTSL, KTLA, KLAC, KTTV-Spot
29 17 23
PhilcoKNBH-Philco Playhouse
18 17 18
AdmiralKTSL-Broadway Revue
21 12 17
Inaugurating a continuing study in Los Angeles; 57% in N.Y.bought products because of TV.-by Dr. Thomas Coffin
Eastern Columbia StoreKTLA - Shopping at Home;KFI-TV-Spot
13 IT
Hoffman's Radios 9KTLA-Hoffman Hayride, SpadeCooley
Philip Morris 9KTLA, KTTV-Spots
Chevrolet 11 5 6KTSL - News, KTLA - News,KNBH-Chevrolet on Broadway,NBC
Zeeman's Clothiers 11 5 8KTLA-Shopping at Home
Old GoldKTSL-Amateur Hour
Emerson 4 9 7KTTV - Toast of the Town(KFI-TV-Jan. 2, 9)
Thoroughbred Dog Food 5 7 6KTLA
Texaco 9 3 6KNBH-Texaco Star Theatre
RCA 4 4 4KTLA-SpotThe following received an average of 4% or under:
Walco Televue Lens; Van De Kamp Bakery; GeneralElectric Supply (distributors) ; Barker Brothers De-partment Store; Hollywood Stockings; Campbell'sSoups; and Motorola. The following were mentionedby 2% each: Cinch Cake Mix; Berman's Clothiers;Coast Federal Savings; Broadway Department Store;and DuMont Telesets.
As was true for a long time in the East, sports andmovies and an undifferentiated liking for "all pro-grams" bulk large in viewers' program preferences.With the growing familiarity of TV on the part ofEastern viewers we have seen these indiscriminatepreferences slowly giving way to more specializedchoices, suggesting the gradual establishment of morespecific viewing habits.Favorite Programs
Men Women TotalSports 16% 17% 17%Movies 16 15 16Pantomime Quiz 10 15 13
KTTV (Sun. 8:00-8:30)Judy Splinters 5 14 10
KNBH (Sun. thru Sat. 7:00-7:15)"Like ALL programs" 14 5 10Milton Berle (Star Theatre) 10 3
KNBH (Tues. 8:00-9:00)Hollywood Opportunity-N.T.G. 4 7 6
KTLASpade Cooley 2 5 4
KTLA (Hoffman Hayride-Sat.9:00-9:30)
Philco Playhouse 2 5 4KNBH (Sun. 9:00-10:00)
Freeman Lusk 5 1 3KTLA (9:00 a.m.-Thurs.)
Music Hall 3 2 3KTSL (Tues. 9:00-9:45)
Toast of the Town 3 1 2KTTV (Sun. 9:00-10:00)
Meet Me in Hollywood 2 2 2KTLA (Fri. 9:00 p.m.)
What's the Name of That Song? 2 2KTSL (Thurs. 8:30-9:00)
6 Television Magazine
Texaco Leads BothCategories In New York
EXACO is back in first place in sponsor identifica-tion with a vote of 75%, topping its previous
high of 61% two months ago. Chesterfields is secondwith 29%, while Lipton's, which last month was firstwith 40%, has slipped to eighth at 10%. Among spotsponsors Philip Morris is in the lead with 7%.
Following is the list of advertisers who polled aresponse of 4% or more in answer to the question,"Name three advertisers on television." There were248 respondents, 41% men and 59% women; the sexesare given equal weight in computing "total" percent-ages.
Sponsors of Regular ProgramsMen women Total
Texaco 73% 77% 75%Texaco Star Theatre; Tue. 8-9PM. WNBT.
Chesterfields 27 31 29Arthur Godfrey and His Friends;Wed., 8-9 PM, WCBS-TV. SupperClub; Fri. 11-11:30 PM, WNBT.
Camels 30 16Newsreel Theatre; Mon. thruFri. 7:50-8 PM. WNBT. MadisonSq. Garden events. WCBS-TV.
Emerson Radio 17 11 14Toast of the Town; Sun. 9-10PM. WCBS-TV.
Philco 13 12 13Television Playhouse; Sun. 9-10PM. WNBT.
Lucky Strike 12 13 13Your Show Time; Fri. 9:30-10PM. WNBT.
Gulf 12 12 12We the People; Tue. 9-9:30 PM.WCBS-TV. Road Show; Thurs.9-9:30 PM. WNBT.
Lipton's 11 10 10Arthur Godfrey's Talent Scouts;Mon. 8:30-9 PM. WCBS-TV.
Chevrolet 8 11 9Tele-Theatre; Mon. 8:30-9 PM.WNBT. Telenews. Tue. 7:40-8PM. WABD.
Kraft 7 10 9Television Theatre; Wed. 9-10PM. WNBT.
Old Golds 8 8Original Amateur Hour; Sun.7-8 PM. WABD.
Gillette 10 3 6Cavalcade of Sports; Fri. 10 PM.WNBT.
Admiral Radio 5 5 5BroNiwav Revue; Fri. 8-9 PM.WNBT, WABD.
Colgate 4 6 5Colgate Theatre; Mon. 9-9:30.PM. WNBT.
(Kolynos and Bigelow -Sanford each polled
Spot Sponsorship
Philip MorrisWJZ-TV, WPIX, WNBT, WABD,WCBS-TV.
BulovaWNBT, WCBS-TV, WPIX,WABD.
Texaco Star Theatre is still out in front in programpopularity, with 74% of the vote. This is about evenwith last month's figure of 76% despite the temporary
(continued on page 28)
4%)
Men Women Total6% 8% 7%
3 1 2
FIRST IN TELEVISION MUSIC
BMI has long been ready for television. Since1940 it has granted the unrestricted right toperform its music in television broadcasting.At present BMI is the only major performingrights organization that serves or can servetelevision on the same basis as audio broad-casting.
An ever increasing BMI catalog-widely diver -
For Appropriate Television Music
BRIDGES
MOODS
INTERLUDES
sifted from classics to be-bops-gives televisionbroadcasters a complete service of music forevery type of program.
In the future, too, BMI pledges all of its facil-ities and all of its cooperation in helping tele-vision pioneers, whether broadcasters or filmproducers, meet every musical need on theroad ahead.
BMI has compiled a classified and cross-indexed reference booketp:cially designed for television programming.It is particularly helpful wherever descriptive mood music or back-ground music is necessary.You don't have to be a musical expert to make the most of this BMIservice. For "Bridges, Moods, Interludes" is based on recorded musicreadily available to any telecaster.
BROADCAST MUSIC, INC. 580 FIFTH AVENUE NEW YORK 19, N. Y.
March, 1949 7
Preview o- studio cameras
Control room outgoing line
Preview of network and remote
Inter-corn microphone
Ell Inter-com switching6 Camera and remote sign& switching
the television pictures
..right before your eyes!
014
At last program directors can watch monitoringand studio operations - simultaneously
NOW it is possible to sit before yourstudio window-and see everything that's
going on. No high -built equipment to obstructyour view of the studio. No need to play peek-a-boo with the video operators up front. Yousee large, bright pictures of what the camerassee ... right before your eyes.
In this new director's console-only 37 incheshigh and 72 inches wide-the program monitorsare mounted below the desk ... and viewed in-directly from light -shielded mirrors. The ad-vantages: A console of low height that enablesthe program director to see the entire studiofrom the director's position; daylight -brightmonitor pictures that can be seen in a fully -lighted control room.
Using anywhere from two to five monitors-with a 10 -inch kinescope of high brilliancein each-this console displays (1) previewpictures of the local cameras, (2) network or
Cross-section Side View-The 10" kinescopesare mounted below the desk and viewed indi-rectly from front -surface type mirrors. Thisunique design shields the tube screens fromdirect outside light and provides a completeview of the studio. Normally, two directorshandle the console: one for the programming;one for the technical aspects of programming.
This modern and practical Director'sConsole brings all electronic aspects ofprogramming under finger-tip control.
pictures
other remote signals, (3) the picture going tothe transmitter room. All fading, dissolving, andvideo signal switching is under "push-button"control through a switching panel right in theconsole. Tally lights indicate the camera thatis on the air and the camera that has beenselected for preview. Order -wire microphonesand order -wire switching provide maximumoperating efficiency.
Here, we believe, is a director's console thatis years ahead in programming facilities andoperating conveniences. It is styled to match allother RCA television and audio equipment andrequires a minimum of room. Plenty of deskspace, too, for scripts, schedules, and otherprogramming material.
For more information on this new console... now in regular production ...call your RCATelevision Specialist. Or write Dept. 90D RCAEngineering Products Division, Camden, N.J.
,..ainuommi11111111111F
USTUDIO
MIRROR
KINESCOPE
TELEVISION BROADCAST EQUIPMENTRADIO CORPORATION of AMERICAENGINEERING PRODUCTS DEPARTMENT, CAMDEN, N.J.
In Canada: RCA VICTOR Company Limited, Montreal
TELEVISION MAGAZINE'S ADVERTISING INDEX RECEIVER PRODUCTION INDEX
P 110
400
100
TOO
1110.000
100.000
T..0.000
/0.000
100 700 000
000
000
600 140 000
POO1]0000
000100 000
500
000
I I0070
.0 I 1 000 I I200 ImmI.- MO 111 I .000 MI I II I I1948 Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. 1918 Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.
210 210 237 301 335 374 112 162 518 688 841 933 30 36 52 46 511 61 56 65 88 95 122 1611919 1,099 1949 121 I Above figures in thousands).
Breakdown of Station OperationsIMPORTANT: In reading the station operation chart below, several factors such as time charges, commercial sponsor-ship of remotes, etc., must be kept in mind for a Irle evaluation. Because of the varying factors, this chart sl;ou!clnot be used for comparative evaluation. These fig;:res are prescricd merely to indicate a trend.
Average'1o. of Hours
Station Weekly Remotes Studio Film Networks Commercial SustainingWCBS-TVWATVV:PiXWNBTWABDWJZ-TV
WTTGWNBWWBAL-TVWENR-71,1
WGN-TVWWJ-TVKTSL-W6XAOWLW-TWTMJ-TVWTVRWBZ-P/WRGBWBAP-TVKSTP-TVWSB-TVKSD-TV
WEWSWNAC-TVWBKBWJBK-TVKTLAWPTZWBEN-TVWAVE -TVWSPD-IVWt'BQKPIXKLEE-TVWAAMKTTV
WMAR-TVWDTVWOIC
45-35
43' 341
33%7%
38%21%
49%26%31%59%
19%67%31%205 ://os
---90 9% 85% 1%29
40'414%20.6%
39°/o10.8%
17%17.6%
30%51%
41' 2 19% 18% 7% 56%37
60
26
45' 450
--15%8.3%
13%
18%29%30%35%26%
12%29%26%32.3%13%
70%42%**
3294:44%
48%2280%30
35
27%17%16%
35%61%25%
20%16%10%
18%*6%
41%43 2/3 - 31% 6% 63%41 3% 7% 31%
937' 2 5% 24% 3% 658°P//:
24
243/4
32%25%
28%19%
40%46%
-10%
32 20% 25% 44% 11%*51'4 7% 13% 8% 72%
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35 25% 31% 44% -25 10% 5% 30% 552**34' 245
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20 40% 1% 30°642 19% 5% 18% 76%14 - 50% 14°,6 36%*46 15% 5% 30% 50%573/4
30
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°Network film recordings **Network and film recording,
44%16%33%
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401/2% 591,'2%700'a
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883271 °°°' //6:
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66c5s 05: .°01/////35%
25%29%*-75%-22% 78%
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55
797::28% 722;7:
10 Television Magazine
STATUS REPORT(continued from page 5)
Major networks themselves appear tovacillate on the best method of sellingboth media. CBS has a separate videosales department, but its spot division(Radio Sales) will continue to pitchboth. NBC, on the other hand, last yearabsorbed TV into overall sales. On thelocal station level, observation indi-cates TV is best sold separately, with,of course, certain dove -tailing of eachin the top echelons.
WHERE WILL TV $$ COME FROM? Sidney N.Wagner, director of market research forBMI, uncovered interesting-but not con-clusive --info in this regard. Of 187respondents in a survey of advertiserswho used TV in 1948, 50% allotted lessthan 5% of their total budget to TV.About 30% apportioned between 5% and15%. Key questions were: Was TV coveredby "new" money, or money formerly in-vested in other media? About 17% saidit came from both "new" and "substitute"funds. Some 20% reported TV reduced ex-penditures in other media in '48; 23 in-'dividual respondents cut radio billing,while 15 sliced newspaper usage.
O PROGRAM POPULARITY: Comedy -variety segsout -rated other New York TV categoriesduring December -January, according toThe Pulse, Inc., and jumped from 22.8 to25.7 in the first month of this year.Drama (18.8 in Dec. 20.0 in Jan.) child-ren's programs (13.6 and 15.0) and quizprograms (12.8 and 14.2) followed, re-spectively. Sports registered most TVtime with 204 quarter hours in Decemberand 151 in January. Texaco Star Theaterled February TV Hooperatings with 76.6,Arthur Godfrey's Talent Scouts followingat 56.1. Others in order were: AdmiralBroadway Revue, Toast of the Town, God-frey and His Friends, Break the Bank,Your Show Time, We the People, the ArrowShow and Colgate Theater.
TV's "OWN" SPORTS: Crosley B'cast'g, thelatest to set up own sports promotionoutfit in a move to insure availabilityof athletics fare to TV. Firm will pro-mote sports under name Telesports, Inc.,for airing over Crosley stations. Otheroutlets, such as WBKB (Chi.) WWJ-TV De-troit), WFIL-TV (Phila.) have effectedown sports tieups for same purpose, ashas CBS in New York.
O NETWORKS: AT&T may complete installationof two more westbound coaxial links byMay, thereby adding two additional chan-nels easing program traffic to midweststations. Current facilities demand websharing of single available link fromNew York to midwest.
0
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EQUITIESSERVING TELEVISION
CORP.
1600 BROADWAY, NEW YORK 19, N. Y. Cl. 7-5850 - I - 2 - 3
March, 1949
WHAT'S NEW IN TELEVISION? TAKE A LOOK AT WPTZ!
Televisionfinds the men
to build a
pipe line in
Saudi Arabia
ACH WEDNESDAY EVENING at 7:00 PM, theE Corn Exchange National Bank and Trust Co.of Philadelphia sponsors a television program called"Open House" over WPTZ. It's a who's -who andwhat's -new sort of program bringing interestingpeople and ideas before the cameras.
A few weeks ago one of the guests on the programwas a representative of the Bechtel InternationalCorporation. It seems that his firm was building apipe line in Saudi Arabia and were experiencingconsiderable difficulty in finding skilled craftsmenfor the job. And no wonder-artisans were requiredto sign up for a year and a half and the locale wassmacked -dab in the middle of the desert where thetemperature goes to 130° in the shade.
Within 48 hours after the show, 248 skilledcraftsmen applied for the job! Moreover, thePennsylvania State Employment Service told us
WPTZ
that the Philadelphia office of USES was the onlyemployment office in the country to fill its quotaon this job and it was not only filled, but filledthree times over!
You may not need men for Saudi Arabia but ifyou have a product or service to sell in Phila-delphia, the country's second largest televisionmarket (120,000 receivers), we think this incidentindicates not only the selling power of televisionbut the pulling power of a program on WPTZ.
If you would like further details on the Phila-delphia audience and WPTZ's facilities and ex-perience, drop us a line or call your NBC SpotSales representative.
PHILCO TELEVISION BROADCASTING CORPORATION1800 Architects Building Philadelphia 3, Penna.
Telephone: LOcust 4-2244
FIRST IN TELEVISION IN PHILADELPHIATELEVISION
AFFILIATE
Television Magazine
Commissioner Edward M. Webster
FCC
Chairman Wayne Coy
100kN II
Commissioner George E. Sterling
TELEVISIONCHAIRMAN COY SEES SPRING THAW FOR THE FREEZE
by DOROTHY HOLLOWAY AND THE POSSIBILITY OF A DUAL VHF -UHF SYSTEM
THE Federal CommunicationsCommission is frankly gear-
ing all broad policy decisions aroundtelevision-and not sound radio-as the medium of the future. Andwith a thawing of television's deepfreeze in prospect by May or Juneat the latest, FCC members nowspeak freely of a dual system oftelevision which should be here nextyear and will continue in effect "fora long, long time to come."
These are the headlines in FCCthinking. Generally, the views ofFCC's able and articulate chairmanWayne Coy-along with those ofhis engineering colleagues, GeorgeSterling and Edward Webster-may well be decisive for television'sfuture.
Chairman Coy claims he has al-ready "outdone Drew Pearson onpredictions" in this field but he iswilling to stick his neck out on an-other: "We'll have six -megacycletelevision stations built on the ultra-high channels next year." Coy'sgoal is a choice of three or morenetwork signals available in the top
140 markets of the country as aminimum essential for a "trulycompetitive television system."
As TELEVISION Magazine wentto press, the chairman was will-ing to admit the FCC cannotpossibly meet its original targetdate of March 30 and an "Earlyspring thaw." At that time, he pre-dicted television's period of con-finement would more nearly approx-imate "the nine -month span usuallyrequired for a 'normal delivery'."
Await Committee ReportOn New VHF Standards
Coy's timetable at deadline callsfor proposed new standards onVHF operation from the engineer-ing committee in mid -March. Hehopes for agreement on these stand-ards by mid -April. The industry atthat time will have the option offurther hearing but Coy hopes itwon't be necessary. Agreement onanother allocation plan may con-sume still more time but somethought is being given to the idea
of abandoning the detailed and in-flexible city -by -city blueprint whichaccompanied earlier standards forTV operation. Coy recalls that theFCC has had nothing but head-aches in this regard and is gropingfor a new technique for dividingup available channels.
As a practical matter, the "thaw"may also be dependent on engineer-ing propagation studies on ultra-high TV which should be forth-coming around this time. Coy ad-mits that expansion into the ultra-highs will require still another hear-ing and several months in prepara-tion of standards for the new oper-ation. Once the engineers give UHFthe green light, the chairman said,"we want to move in immediatelyand get the kind of competitive tele-vision we have been promising foryears."
This is imperative, Coy points out,since new VHF standards undoubt-edly will cut present television as-signments in important markets.(Only half of the top 140 citieshave three or more channels to give
March, 1949 I3
the kind of competitive service theFCC hopes to make universal. Withtropospheric and co -channel inter-ference playing hob with presentallocations, this number is likely tobe cut. Another 25 of the top mar-kets have only one channel andeleven metropolitan districts haveno metropolitan channels.)
See Dual SystemOf Monochrome Tele
A decision on the prospects ofultra -high operation is expectedclose on the heels of the new VHFstandards so that applicants mayknow what is available to them inboth parts of the spectrum. "Webelieve there will be a dual systemof six -megacycle black -and -whitetelevision in the upper and lowerbands for a long time to come." Coyadds : "Therefore, we are insistingthat present permittees moveahead. We're not going to let themdown."
The chairman was asked: "Howabout two -band receivers? Will themanufacturers be ready with them?What guarantee has a single low-band broadcaster that he won't beswamped when three or four high-band stations set up shop in histown?" Despite manufacturers' an-ticipated reluctance to undertakedesign of expensive two -band sets,Coy believes "They will and can doit." Zenith and RCA both haveworking models, he says.
Coy was reminded that no amountof prodding by FCC had pushedmanufacturers into tooling up forFM when the commission wantedthem to. His answer: "Television isa different matter and the industrywill meet public demand for theservice."
The freeze, in Coy's opinion, hashad a healthy effect on television.Since September, he recalls, RCAhas made much progress on syn-chronization of carrier channels be-tween New York and Washington,more recently in the Detroit -Cleve-land area. "We need a lot more evi-dence, however, before getting tooexcited about synchronization," headds., He does not believe the newVHF standards will concern them-selves with use of synchronizationor expensive directional antennasin determining minimum separationof television transmitters.
Up until recently, the chairmanis frank to admit, he was discour-aged with the slow progress madeby the telephone company in provid-
ing network circuits. "The telephonecompany," he explains, "is puttingin circuits only where there is apresent demand for service andcoast -to -coast networks may notcome as quickly as we would like."(A.T.&T. commitments now fixyear-end 1950 or early 1951 as tar-get date for a cross-country link.)Coy is "pleased and encouraged tohear the company has promisedthree circuits between Chicago andNew York by June."
Color, which will provide forcompetitive television, is still some-time off, as Coy sees it. It will haveto be six or eight megacycle colorrather than the wide -band varietydeveloped during the war. BothRCA and CBS are experimentingwith six-meg color in the labora-tory. No one in the industry, hedeclares, actively pushed higher -definition monochrome or color atthe September hearings but theconsensus appeared to go alongwith FCC in urging UHF expansionon present standards.
AM Satellite RulingMay Apply To Video
Coy will not comment on satelliteoperation so long as applicationsfor it are pending before the FCC.He does differentiate however, be-tween a station's heavy reliance onoff -the -line recordings or kinescopefilms and "parasite" operationswith no local programming. Else-where in FCC, it is reported, thereis support for carrying over intovideo prohibitions in sound radioagainst stations becoming 100%"network spigots." Finally, thechairman expresses skepticismabout the Radio ManufacturersAssociation's proposal that FCC as-sign UHF stations first in townsnow without low -band stations-sothat single band sets can continueto be manufactured. The RMAhasn't followed through with prac-tical suggestions, says he, andpresent thinking calls for VHF andUHF operations side -by -side.
Both Sterling and Webster havebeen out of the -country in recentmonths but, as engineers, have keptin touch with technical reportsreaching the commission. Bothbear out the findings of audiencesurveys on television by admittingthey have cut their radio listeningin favor of video and see less movies.
Sterling is averse to make anypredictions on a time -table for UHF
television beyond saying: "It looksvery promising on the basis of thetests I've seen." The commissionerhad a converter in his home andmonitored UHF transmissions fromRCA's experimental transmitterhere until it was silenced by a tubefailure. He says: "There was littleor no ignition or atmospheric inter-ference . . . some receiver noise,yes, but I believe this could be over-come by a stronger signal."
Sterling is intrigued by the tech-nical possibilities of "polycasting"-use of a series of low -poweredtransmitters to fan out coverage ofUHF signals-as a possible solu-tion to the impasse in developmentof higher -powered tubes for regularUHF operation. On the question ofusing directional antennas to cutinterference on present low -bandstations, Sterling "would like to seeFCC make an experimental grantfor this type of operation to see ifd.a.'s stand up in practice as well asthey sound in theory."
Asked about the quality of cable -networked programs, the Yankeecommissioner feels "there is a de-finite need for improvement. TheFCC's rules contemplated a chan-nel width of about four mega-cycles. With only 2.6 me now in use,the service is correspondingly in-ferior." He adds: "As I understandit, microwave relays generally pro-duce better pictures." Sterlingshares Coy's views that the UHFshould be opened as soon as possiblefor six -megacycle television, with aportion of the ultra -highs reservedfor future use in color and higher -definition pictures.
Sterling, Webster HighOn Stratovision's Future
"As I see it," he explains, "high -band television may never replacelow -band operations entirely . . .
certainly not in the foreseeablefuture."
Commissioner Webster, on theother hand, hopes for a decision assoon as possible on UHF on theground that only then will the in-dustry devote .all-out effort towardequipment development. But he isunwilling to predict that low -bandvideo will not eventually be sup-planted by the newer system.
Both engineering commissionersare intrigued with the technicalpromise of stratovision, Westing-house's million -dollar dream of air-borne television blanketing thecountry. Sterling hails it as the
(continued on page 40)
14 Television Magazine
low .0.1 COMMERCIALS
by CAMERON DAY
WHILE approximately 65% ofall TV commercials are on
film, there is still a definite demandfor the lower cost, more flexibleadvertising message, particularlyby the small budgeted sponsor whois in the experimental TV stage.
To meet this demand, numeroustypes of effective but inexpensivedevices have been developed. CBS,for instance, gives sponsors a one -minute commercial, with balop ani-mation, for $30 or even less. Andthis includes everything from prep-aration of art work to presentationon the screen.
Also aiming at low cost, ABC hasreadied its Animatic, a systemwhich projects slides on film withsuch rapidity that animation seem-ingly occurs. DuMont, meanwhile,makes clever use of its flying spotscanner in such ways as sliding theclock into the picture of its Clock-
'44EASY -ON -THE -BUDGET PRODUCTION TECHNIQUES ARE
AVAILABLE FOR NATIONAL AND LOCAL ADVERTISERS
Weather -Temperature report.Again, DuMont offers sponsors itsstudio facilities for the productionof a one -minute Teletranscriptionfor about $200, plus $60 for thefirst print, and $10 for succeedingprints, thereby steadily bringingdown the cost of the commercial asits use is repeated.
These and other aids to cost cut-ting are fairly general. But CBSrates a special nod for its workwith balop animations, and tech-niques to gain effects of motionthrough simple camera maneuvers.George Olden, now chief of theCBS -TV graphic arts division, hasdevoted over three years to a con-centrated study of the low costcommercial. Mainly through his ef-forts Gulf, for example, gets a one-minute animated message, entailingsix or eight drawings, for $30. AndCBS has turned out over 200 com-
mercials in this price range. Thisis possible because drawings arerendered to size for use on balop,copying costs are slashed, and someold principles of animation are em-ployed with new effect. Top reasonfor the low tab, however, is Olden'sskill in whipping out a whole set ofdrawings in approximately a halfhour. And, by balop manipulations,animation is gained through twodrawings which is comparable inquality to that ordinarily achievedin six or more.CBS' Studies OnArt Of Animation
Sometimes considered an interimdevice, until the TV commercial is,explored further, balop animationmay become much more, as a resultof Olden's research. One of the un-challenged principles of animationhas been that cartoon characters,act as nearly as possible like hu-
March, 1949 15
mans in their mannerisms and mo-tions. Olden has bypassed this con-cept, to some extent, and givescharacters strange gaits and move-ments without apparent loss ofviewer appeal. In fact, while bi-zarre, the figures often appearcuter, more surprising, and offer acommercial with more punch-notto mention more economy.
Apart from Olden's refinements,balops have other notable advan-tages. For one, they work betterthan film when the commercialmust synchronize with a live voice,thereby making them particularlyworthwhile for the simulcast. Per-haps most important, though, asOlden points out, is their all-aroundassistance to the advertiser testingthe TV commercial, as most arenow. For a nominal cost it giveshim a satisfactory selling device,and at the same time leaves amplefunds in the commercial budget toexperiment with other techniques.
Atlantic CommercialsProvide Flexibility,
Despite the initial outlay, how-ever, some film commercials qual-ify as low cost, depending uponhow long they hold their viewerappeal. For example; Atlantic Re-fining's commercials, producedthrough N. W. Ayer, are definitelyplanned to amortize the initial ex-penditure through a succession ofshowings. Atlantic commercials,used for baseball and football inBoston and Philadelphia during1948, will be used again this year,in Baltimore and Pittsburgh. Andthis principle is generally appliedin the production of the commer-cials.
A standard objection to film com-mercials is their lack of flexibility.But Atlantic has a device to takecare of this problem. It consists ofa boxlike contrivance, backed by apiece of wood with springs, whichholds a batch of plates measuring10" x VA". Cards are flush with
CBS camera gives picture motion byfocusing on birds, panning to right.
the box and are released on cue,like a series of wipes, in synchron-ization with the announcer's voice.Five or six cards are sufficient fora 20 second spot. And not only arethey inexpensive, costing the spon-sor about $25 apiece, or less, butthey also complement the film mes-sage on the show admirably. Whilethe film tells a solid product story,good for any time, insertion of thecard series covers any change inthe message to coincide with theseason, or to tie in with a specialcampaign then underway.
Sanka EmploysSlides & Dissolves
Atlantic is, of course, one of thefew "old-timers" in TV. Most ad-vertisers, being comparative fledg-lings in the medium, are still em-ploying the testing approach, whichin some cases entails cutting cor-ners on the original cost. In thisway, they may come up with someinexpensive device which will getas much mileage as more costly pro-duction methods.
Sanka, a case in point, has apunchy commercial which suggestsanimation through the adroit useof slides and dissolves on film. Thisclever cartoon probably pleases,and sells, the average viewer asmuch as some of the elaboratelyanimated, and many times costlier,commercials. CBS will shortly putits balop animations on film and,with these also, advertisers willhave commercials of professionalfinish for relatively nominal prices.Specifically, only extra cost abovethe $30 tag will be that for thecameraman.
While hardly low cost at present,the Hile-Damroth commercialshapes up as an effective TV salestool. Centering, of course, about theingenious Hile-Damroth board andits changing symbols, device is nowused on "Author Meets the Crit-ics," sponsored by General Foodsfor Jell-O, through Young & Rubi-cam. Two boards are operated, andsymbols are shifted as the camerashoots one board, then cuts to theother in synchronization with theannouncer's voice. Show has anopening and closing on film, fea-tures the board in the center spot,which may run from one minute 15seconds to one minute 45 seconds.
Cost per commercial runs about$500 for "Author Meets the Crit-ics," or approximately $1,500 forthree. These present rates, whilenot finally set, are based on the
Ifile-Damrofh commercial opens by in-troducing "golly" grocer and housewife.
Off -camera voice synchronizes withhand placing symbols on the board ...
Voice: "There's nothing quite like Jell-O,Ma'm to top your evening meal . . ."
"It comes in handy boxes, and it's fullof fruit -appeal. Yes, there's six . . .
. . . delicious flavors, and you'll likeeveryone ... land) selling them is fun."
16 Television Magazine
SALES AND SERVICE
1621 MADISON
Slide used on WSPD to stress one oflocal advertiser's several auto lines.
Still of familiar signpost easily identifiessponsor's operating site for viewer.
Still of sponsor's corner plugs the typeof business and its accessible location.
Shot of interior calls attention to oneof the sponsor's variety of activities.
Another service offered by sponsor ishighlighted by this view of interior.
number of shows bought and, ofcourse, price per commercial dipsas more are used. By this plan asponsor gets a 13 week series for$4,000, or around $307 each. Thisprice carries a complete service,
.including planning the commercial,design, rendering, continuity andcopy, TV boards, and personalsupervision. Which means that H -Dtakes the basic copy theme andworks it into a variety of freshpresentations. As it is prepared forthe story board, art work is ap-proved by the agency, then present-ed in final form. Each step is han-dled in this way, with the agencychecking step-by-step. And two op-erators, who also attend rehearsals,are on deck to work the boards onthe program during air time.
Main TV value of the techniqueis the "visual variety" it offers. Oldhands in sales promotion and point -of -sale approach, the H -D staff areexperts in maintaining a centralselling theme but revising it weekto week. Thus, with the boards,sponsors get what amounts to adifferent commercial for each show.A most flexible device, it also pro-vides for last minute changes incopy slant and, (as actually hap-pened on a show when the openingfilm was misplaced), can be substi-tuted quickly for another type of
commercial. All of which, plus itsdemonstrated pulling power, makesthe Hile-Damroth board an impor-tant TV entrant.
In TV centers, outside NewYork, other devices, affecting thelow cost commercial, are in use. AtWBKB, Paramount's Chicago sta-tion, a machine called the Multi -scope enables the low budget adver-tiser, in particular, to get programmaterial at reasonable rates. Likemost stations, WBKB has two slideprojectors and one strip film pro-jector. But the Multiscope performsboth functions here, making theseveral projectors unnecessary, andit is easily operated. These advan-tages, according to WBKB, figureto make the Multiscope standardequipment in every station projec-tion booth. For the small station itoffers obvious assistance in fulfill-ing FCC program requirements;for the larger outlet, with a networkhookup, it is a natural for titles,slides, and strip film work. Present-ly used daily for three hours (11:00a.m. to 2 :00 p.m.), under Philcosponsorship, the machine gives thecorrect time, latest weather fore-cast, and has a continuous flow ofAP and UP news across the bottomof the screen. The center space isopen for a slide advertisment ofthe sponsor's product.
how a local stationoffers low-cost commercials
WHILE low cost commercialsare important to the national
advertiser, they are often a mustto the local advertiser. In Toledo, amedium-sized city, the Fort Indus-try's WSPD-TV, is doing an out-standing job of opening the me-dium to the low budget sponsor.According to Elaine Phillips, ableyoung film director of the station,WSPD has 35 local sponsors on itslist, due largely to the use of thestation's low-cost commercial tech-nique. And this despite a decreasein choice time slots due to networkprogram expansion. In many cases(particularly when no agency is in-volved ) WSPD not only guides andinstructs the local sponsor in TVpractices, as Miss Phillips pointsout, but also creates and producesthe commercial.
During its first six months,WSPD made minute commercialsfor 24 accounts, turning out one tothree spots for each. Original plan(designed to ease the advertiser
into TV) called for WSPD's pick-ing up the tab on the first of theminute commercials, provided thesponsor signed for 13 weeks. Filmwas made for such clients as: alocal bank, a dairy, a jeweler, twodry cleaners, a paint company, afloor tile manufacturer, severalhousehold appliance dealers, someautomobile dealers, a restaurant, asteel company, and a cafeteria-representing an excellent cross -
MKS% Multiscope carries time. pews.weather. and product plug at low cost.
CHANNEL. 4HERE IS TWC , ;-
March, 1949 17
Farm to Doorstep theme is carried out in servicing this local dairy sponsor, withemphasis on local touches, such as the farm and the Driggs dairy truck at right
section of the community's enter-prise.
These sponsors paid from $75 to$125 per spot, dependent upon theshooting problems. The stationmanaged this low cost because: allart work was done by WSPD's staffartist; no paid talent was involved;no spots were done singly, butshooting for several sponsors washandled at once; and all editing wasdone by station film editor. Inter-esting in this connection is thatWSPD does not have a film shoot-ing crew nor equipment or facili-ties for film shooting, developingor printing. All this work is doneon an order basis by Charles A.Byers & Associates of Toledo. Con-centrating on this angle, Byers hascome up with a number of conclu-sions-including the contention thatinexpensive film shooting requiresexpensive camera equipment.
WSPD also has a number of ruleswhich aid low cost programming.These include: when there is actionin the shot, keep film shootingsteady (no pans, or dolly) ; whenthere is no action in the shot, usecamera movement; avoid expensivephotographic tricks such as fades,wipes, etc., done by printing; usetrick effects that do not noticeablyhike time or technical costs; stressthe "local" scene (such as familiarlocations, signs, landmarks).
Solving Problems PeculiarTo The Local Advertiser
Sponsors using film spots are ser-viced in this way, but if the adver-tiser wants to show different linesof merchandise each week, he mayfind it too costly to employ film en-tirely. In this case WSPD providesslides, or studio commercials, orcombinations of the two. An ex-ample of this concerned three co-sponsors of local baseball games-all three to be given credit eachgame, while alternating on the di-rect selling commercial. WSPDworked it out, to everyone's satis-faction, in this fashion :
Opening commercial: (1) Filmfootage of ballpark entrance. (2)
Studio card with three sponsorcredit. (3) Studio card with namesof two opposing clubs. .(4) Filmspot (direct commercial for one ofthe accounts). (5) Sports announ-cer on film. Audio commercialthroughout the game.
Close: (1) Date of next game,and contending clubs. (2) Threesponsor credit card.
Variety EssentialTo TV Commercials
WSPD's experience with the L. C.Worman account, Toledo auto deal-er, points up some typical problemsin servicing a local advertiser andhow the station solved them inex-pensively. Sponsor of the dailynewsreel, bought by the stationfrom Telenews, Worman handlesWillys and Packard, sells used cars,and not only services both theselines but offers a general car ser-vice as well. The main problemhere, of course, was to give varietyto the commercials so that the diver-sity of Worman's activities wouldbe emphasized. This was accom-plished by the use of slides and stillphotos in various combinations,which were made up from the sta-tion's slide library. At presentWSPD has about 40 slides on Wor-man alone, and steadily adds tothis number.
The slides include straight titlesfor the sponsor alone and for Willys,Packard, and used car locations.Variety of locations are indicatedby showing photos of street signposts ; and the different activitiesare highlighted by exterior and in-terior shots in all three sites. Pic-ture slides of the complete Willysand Packard lines are also used,plus photos of the weekly used carspecial, called the Television Sur-prise Package.
Typical weekly lineup would golike this : Monday-slides and pho-tos to push all three departments.
Tuesday-slides for the Packarddivision. Wednesday-slides andphotos for used car division. Thurs-day-slides and photos for Willysdivision. Friday-slides and photosfor all three divisions.
Commercial opening on the showis usually general in approach, suchas a shot of a location or service.Closing commercial, however, is spe-cific, showing a particular car, orservice for a particular car.
At this point, few local commer-cials originate in the studio, partic-ularly on days when network pro-grams are heavy. And since mostlocal commercials are on slide orfilm, a saving in both man hoursand studio operating costs results.The Jersey Bread Company, spon-sor of the locally produced "TVRanch," merely uses credit titles,and either studio or film shots ofthe product. Straight selling is leftto the talent on the show.
Generally, film shot for combina-tion usage, spots or programs, iscontracted for on a footage basis.No set minimum is required, sincethis shooting is usually worked inwith spot shooting and there's nowaste of camera crew time, equip-ment, or film footage. Slides aremade to order for the station at anaverage cost of $2.75 each, includ-ing the copy and one print. Addi-tional prints cost about 75c.
WSPD's Program AssistsOther Station Operators
WSPD's technique to aid the low-budget local sponsor has been de-veloped to the point where severalother stations are adopting the low-cost pattern, including, of course,other Fort Industry outlets. It'shoped the plan will have provensimilarly successful, inasmuch as ithas worked to an all-around advan-tage for WSPD. Says Miss Phillips:"The station gets more accounts;the advertiser gets the much -neededadvice-and service ; and the wholeobject of the low-cost commercialis obtained."
18 Television Magazine
99.7% of all American television receivers can now enjoy Du Mont programsIn practically every U. S. city with cny television at at, there's a station receiving Du Mont
Network service either dir
For further information on televisior advet sing, w
LEVIs,r 6 u
Kw 0 a
d Du Mont process).
*.on e eviston etwork 515 Madison Averue New York 22, New York1 _ " -,- o d ht 1949 Allen B. Du Mont Lobo:atones. In
TELEVISION MAG,
PORTLAND1E\
Ain SALT LAKE CITYW l 1
SAN FRANCISCO1 2
MkSTOCKTON
LOS ANGELES6 1
SAN DIEGO1
MARCH 1949
PHOENIX1
Operating Stations 55
Market Areas 31
CPs Issued 67Applications Pending 318
Networks: Cities now served by the net-works include Boston, New Haven, Schenec-tady, New York, Philadelphia, Baltimore,Washington, Richmond, Pittsburgh, Buffalo,Cleveland, Detroit, Toledo, Chicago, Milwau-kee and St. Louis.LEGEND: Operating station.
A Construction permit. TV Service
ALBUQUERQUE
1
OMAH2
KA
FORT WORTH1
SAN ANTONIO2
AZINE'S STATUS MAP
ST. PAUL-MINN.1 2/
AMES1
A
NSAS CITY1f
MILWAUKEE1
KA
CHICAGODAVENPORT 4
ROCK ISL1
INDIANAI1pLIS2
1..TULSA
OKLAHOMA CITYI A
DALLAS2A
HOUSTON 1
PEORIA2'
1 21 SYRAC
ROCHESTUBUFFALO
1
APIDS 1 ERIE ,OPLANSING
BLOOMINGTON
ST. LOUIS.00,11-1*
NASHVILLE
MEMPHIS
NEW ORLEANS1* A
BIRMINGHAM2i.
DETROIT CLEVELA3* Taimio?'
TOLEDOJO WN
DAYTON COLUMBUS1 1 3:
CINCINNATIHUNTINGTON1 2/
1
SC
UTICA-RO
BINGHAMTON1
LANCASTER
PITTSBURGH1*
LOUISVILLE1. 1A
ATLANTA 1.
GREENSBORO
CHARLOTTE1
1
iEROVIDENCE
ECTADY
1.
NEW HAVEN
OtW YORK1
fs 1
PHILADELPHIA 3INGTON 1
vstL MORE3
SH I NGTON4
RICHMOND1
JACKSONVILLE4:
ST. PETERSBURG
MIAMI1
NORFOLK1
OPERATING STATIONSAlbuquerque
ROB -TVAtlanta
wee -TVBaltimore
WAAMWEAL -TVWMAR-TV
BostonWBZ-TVWNAC-TV
BuffaloWREN -TV
ChicagoWEREWENR-TVWGN-TVWNBQ
CincinnatiWLW-T
Cleveland -AkronWEWBWNISK
DaytonW 1110 -TV
DetroitWILE -TVWW.1-TVWXYZ-TV
Fort Worth -DallasWRAP -TV
Angeles'KEEE-TV
LosKFI-TVKKNLABCH-TV
KTLAKTSLKTTV
LoulKsvviEll-eWAVE -TV
M emHp
MilwaukeeWTMI-TV
New HavenWNHC-TV
New OrleansWDSU-TV
New YorkWARDWATVWCBS-TVWIZ -TVWNBTWPIX
PhiladelphiaWPTZWCAU-TVWFIL-TV
PittsburghWDTV
RichmondWTVR
St LouisLSD -TV
St. Paul-MlaasapellsKSTP-TV
Salt Lake CityKDYL-TV
San FranciumKPIX
SchenectadyWRGB
SeattleKRSC-TV
SyracuseWHEN
ToledoWSPD-TV
WashingtonWMAL-TVWNEWWOICWTTG
RECEIVER CIRCULATIONALBUQUERQUEATLANTABALTIMOREBOSTON (PROVIDENCE)BUFFALOCHICAGOCINCINNATICLEVELAND -AKRON
35115,000
40,67745,12013,15792,00013,600 MEMPHIS25,000 MILWAUKEE
DETROITFORT WORTH -DALLASHOUSTONLOS ANGELESLOUISVILLE
40,0007,0002.700
99,3374,2502,1150
16,236
NEW HAVENNEW ORLEANSNEW YORKPHILADELPHIAPITTSBURGHRICHMONDST. LOUIS
19,0103200
475,670119,000
9'0" SYRACUSE6.057 TOLEDO
20,000 WASHINGTON
ST. PAIL -MINNEAPOLIS 9,1100SALT LAKE. CITY 2,300SAN FRANCISCO 3,850SCHENECTADY 13,800SEATTLE 2.0011
1,96210,00034,200
NOTE: Figures are based on station, distributor and dealer estimates, and are presented as an Int srmed approximation rather than an exactcount, subject to adjustment each month. Where there has been no change in a city's circulation figure since the previous issue, TELE-VISION Magazine had not been informed of the increase at press time, and as such no estimate is made.
of the country's televisionaudience is within reach
of these stations:
Du Mont Programs ShownLive on these stations
WABD New York
WFIL-TV
WAAM
WTTG
WNAC-TV
WNHC-TV
WGN-TV
WRGB
WBEN-TV
WJBK-TV
WEWS
K SD -TV
WTMJ-TV
W DTV
WSPD-TV
WTVR
Philadelphia
Baltimore
Washington
Boston
New Haven
Chicago
SChenectady
Buffalo
Detroit
Cleveland
St. Louis
Milwaukee
Pittsburgh
Toledo
Richmond
Programs shown on these stationsby Du Mont Teletranscription
WLWT
WDSU-TV
WAGA
KSTP-rV
WHEN
KLEE-TV
WAVE -TV
KRSC-TV
WMCT
KOB-TV
WBAP-TV
KTSL
WICU
Cincinnati
New Orleans
Atlanta
Minneapolis -St. Paul
Syracuse
Houston
Louisville
Seattle
Memphis
Albuquerque
Fort Worth
Los Angeles
Erie
The Du Mont Network will extendto two other markets in April:
WLWDWLWC
Dayton
Columbus
For further information on televisioadvertising, write or cal
515 Madison Ave., New York 22, N. Y.
opyright 1949 Allen B. Du Mont Laboratories, Inc.
Van llenmen limes TV for promotionby JIM OWENS
HEAVY dealer promotion-which has been quickly con-
verted to cash sales at the consumerlevel-is the result of the Phillips -Jones Company's first use of TV inBoston and Cleveland for its line ofVan Heusen Shirts and other prod-ucts. Enthusiastic trade response,which became evident immediatelyafter the debut of WEWS' "Dressand Guess" and WBZ-TV's "BumpHadley Pitching," under Van Heu-sen sponsorship last fall, was ex-pressed in the form of considerablelocal dealer advertising, special pro-motions, and window display.
Undertaken originally as a testto bolster sales in the midst of anindustry -wide slump in both mar-kets, Van Heusen's TV campaignshave raised dealer and consumerpurchases in Boston and Clevelandto what company executives consid-er "better than other areas." Nospecific check of sales figures hasbeen made, but Phillips -Jones hasample evidence to justify the ex-penditure. Says Clinton Smullyan,Phillips -Jones' vice president incharge of sales : "The results havebeen terrific, and from all indica-tions television will certainly playan important part of our overalladvertising plans. Our productshave shown up well in the commer-cials on both shows and the testsin these cities have demonstrated,without qualification, that TV pre-sents the greatest possibilities forour particular type of advertising."
Dealer Initiative AidsSponsor -Agency Effort
While Phillips -Jones and its agen-cy, Grey Advertising, Inc., providedpromotion material such as displaycards, program placard announce-ments, etc., dealers themselves tookthe initiative in many cases, andsupplemented that aid. One Cleve-land dealer installed a TV set in hisstore window, surrounded it withVan Heusen display material and,of course, the various items of mer-chandise plugged on "Dress andGuess."
In Cleveland, dealer tie-ins havebeen particularly effective in pro-
moting the Van Heusen line insti-tutionally as well as in actual saleof product. Program invitationcards, provided to dealers, are madeavailable on sales counters for cus-tomer use. Invariably customers askfor more than one ticket to "Dressand Guess"-an illustration of con-sumer interest that has not beenlost on the dealer. "The conversa-tion and interest created by inci-dents of this type," says Sidney
eral other Van Heusen purchaseswhile visiting the store.
Hadley A Strong "Name"To Augment V -H Promotion
In Hadley, Van Heusen has founda "name" personality whose abilityto promote-as well as sell-its linehas been effectively demonstrated.The extent to which dealers haveresponded to the tie-up is shown byHadley's busy off -the -air activities.
Phillips -Jones' line of Van Heusen Shirts get effective demonstration on the WEWSpackage "Dress and Guess," half-hour audience participation quiz with Paul Hodges.
Sundell, Grey's account executiveon Phillips -Jones, "can't be bought ;nor can the window space a dealerapportions to the various lines ofmerchandise he carries. Further-more, it makes the dealer rememberthe name 'Van Heusen' when a cus-tomer asks to see a shirt," he adds.
Both shows are station packages,and were considered by Grey andVan Heusen as "naturals" for thepurpose. "Bump Hadley Pitching"is a 15 -minute sports show airedtwice weekly, with a heavy slanttoward the male audience. "Dressand Guess," featuring Paul Hodges,popular Cleveland personality, is ahalf-hour weekly quiz segment withaudience and viewer participation.Latter has a giveaway angle whichpresents winners with Phillips -Jones items, as well as cash prizes.An effective sales gimmick is usedon the Hodges show in that winnersare awarded gift certificates whichare redeemable at any Van Heusendealer. The technique has paid off ;many instances have been reportedwhere the customer has made sev-
He has been the featured personal-ity at numerous dinners, publicgatherings, etc. The Fraser DryGoods Company (Brockton, Mass.),featured Hadley as guest of honorat its annual Father and Son Night,an event which attracted over 500persons to the store's auditorium.In this instance Fraser used storewindow and interior display tostress the fact that Van Heusenwas presenting Hadley on TV-andat this event-in person. The occa-sion was covered by local newspa-pers and received considerable pub-licity.
The Hadley show has also beenwidely plugged by such major storesas Filene's, Boston, which regularlydevotes considerable window anddisplay space to the tie-up. The ef-fectiveness of the promotion is il-lustrated by an incident in Filene'sin which one customer specificallyasked the sales clerk for the shirtfeatured on the show ("The VanHeusen 400")-and counted offcash ($59.40) for one dozen on thespot.
March, 1949 23
CURRENT NETWORK PROGRAM SCHEDULE
6:006:15
WWIIssWales
6:156:30
.,
ScrapbookCOO 5:30
6:306:45
TheSilken
Lady
6:457:00
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COST PATTERN SET BY TELE IN 12 MAJOR MARKETS
MAY GUIDE EMERSON'S FUTURE NAT'L ADVERTISING
TELEVISION has proved itselfa cheaper and more effective
advertising medium than newspa-pers in the 12* U. S. markets Emer-son Radio & Phonograph Corpora-tion has sponsored "Toast of theTown," according to Stanley M.Abrams, sales manager of the TVdivision. Company relinquishes theshow at the end of a 26 -week runthis month for a temporary hiatus,but will definitely return with net-work and spot TV by early summer,Abrams points out. Rapid expansionof the video picture in both set dis-tribution and size of audience hascued a re-evaluation of overall ad-vertising and promotion plans, hesays, with TV looming larger inappropriations. The pattern isso clearly established at this earlystage, in fact, that Emerson is con-vinced it will be able to reach theentire national audience cheaper byTV than printed media, a confidencethat will take form when networkvideo is a coast -to -coast operation.
So successful has been this setmanufacturer's experience with vi-deo that the medium will demandapproximately 50 per cent of thetotal 1949 national advertising bud-get-an expenditure over and abovethe five to six million dollars in co-operative advertising to be spentby Emerson, its distributors anddealers this year.
Abrams outlines his firm's posi-tion regarding TV and newspapercosts by a study of the two mediain New York, the most expensiveadvertising market. He figures thecost of reaching New York's more -than -a -million potential viewers via"Toast of the Town" at approxi-mately $2200 per week, while a fullpage advertisement in the city'stop -circulated newspaper runs Live on the CBS network: New York, Phila-delphia, Washington. Chicago. Baltimore, Clear -land. St. Louis. Toledo, Detroit. and Buffalo.film: Los Angeles and Syracuse. Programnetworked to the midwest cities on alternatrSundays.
around $3,000 on a one-time basis.As a result of the comparative ef-fectiveness of both, Abrams de-clares: "Within three years tele-vision will be a much better buythan newspapers in New York City,no matter what the product or ser-vice to be sold." .
Abrams readily concedes thetotal circulation factor to the news-paper, but stands firm on the mat-ter of reader or viewer "impres-sion" - sponsor identification. TVhas exhibited unparalleled effective-ness here, he declares, as comparedto the printed form. In addition tociting the consistently high sponsoridentification performance of otherTV shows in New York, Abramsdocuments his viewpoint with theresults of a survey conducted byEmerson recently. In this study"Toast of the Town" registered a91.6 figure - an accomplishmentwhich requires little bolstering, hefeels.
Comparison of CostsTo arrive at a comparison of TV
and newspaper costs in New Yorkspecifically, Abrams weighs timeand talent expenses individually.While time charges are fixed ineach market-and are bought sep-arately-talent costs can be pro-rated over the 12 -city "campaign"area. Using the generally -acceptedtrade estimate of 30 per cent totalset distribution in New York (orover 400,000 sets), Abrams thencharges that amount of talent coststo New York. The net figure, addedto time charges, totals "in theneighborhood" of $2200. The samemethod of cost -allocation andbreakdown can be applied to theother 11 cities in which Emersonsponsored "Toast of the Town,"Abrams says. Computing news-paper costs over a 12 -city area, andbuying the comparable circulationcoverage, Emerson would have tospend approximately $28,000 every
Stanley M. Abrams
Sunday-more than three times thetotal cost of networking the pro-gram, he points out.
TV Sells MerchandiseAbrams points out that while
video receivers are featured oneach show, twice as many AM setsof the model shown are sold thanany other item plugged on eachweek's commercial. An incident inCleveland shortly after the "live"network debut of "Toast of theTown" in that city sharply illus-trates Emerson's strong pro -TVstand. Edgar A. Brown, Inc., a dis-tributor, sold a greater quantity ofthe company's "TV Model 611"-featured on the previous day's com-mercial-in a single business daythan had been sold since the Christ-mas season. And the trend devel-oped. In the four -week period fol-lowing, Brown sold six times thenumber of sets (same model) thanwere delivered during the previousmonth.
Emerson's belief in TV will befurther extended as set productionand video service areas expand,with plans already in work for newshows. Abrams and his associatesare sold on the variety format how-ever, a vehicle he believes is inkeeping with the type of advertis-ing Emerson prefers. "We don'twant the bother of such formats asdrama, because of the headaches ofperforming rights, kinescope rights,and so on. The variety show permitsthe flexibility we need for effectivecommercials." This flexibility, Ab-rams feels, extends to his choice oflive commercials over film. Becauseof the number of lines and modelsEmerson sells, the cost of featur-ing each-or a few-on film wouldbe "prohibitive" in the long run.
March, 1949 25
HELP THEMTO
Most television prospects want
to look at several sets before they buy.
It's easy to build these prospects into good
customers, profitable customers - customers
who will send their friends into your store.
Just lead them over to a Du Mont and helpthem make these comparisons:
compare screen size. Remind them that Du Mont pioneered big-screen television andmakes nothing smaller than 12 -inch screens.
compor e picture quality . . . this is best done with a side -by -side comparison . . . sameprogram; same room light.
compare brightness, clarity, detail, freedom from flicker and distortion.
compare tone quality. Let them hear how much better it sounds on the rich voice ofDu Mont's full ranged speaker.
compare ,ervice . .. Point out that all Du Mont receivers have FM radio and a place toplug in a record player.
compare cabinet design. Point out the choice woods and fine construction of Du Montcabinets-how the designs fit any decor.
compare reputation . . . Tell them how pleased your Du Mont customers are; and thatDu Mont quality is based on the know-how from being in all phases of television.
compare price . . . Show them how little more per week it will cost for a Du Mont re-ceiver which they will be proud and happy to own.
Help your prospect make this point -by-point comparison and watch him con-vince himself that Du Mont is First with the Finest in Television.
Cabinets designed by Herbert Rosen0UMONT,4id Godf.tf;t.-
Cooyright 1909, Allen B. Du Mont Laboratories. Inc.Allen B. Du Mont Laboratories. Inc. General Television Sales Omens and Station WA RD. 515 Madison Ave.. New York 22. N. Y. Home Dikes and Plants. Passaic. N. J.
26 - Television Magazine
WERCHANDISING
OF PRIME importance to setmanufacturers and retailers
are the results of surveys completedrecently by Audience Research,Inc., and Newell -Emmett Company.Findings presented here may serveas a guide to slanting receiver ad-vertising in addition to providingthe dealer with an effective ap-proach to merchandising.
Price continues to be the deter-mining factor in consumer buyinghabits, both surveys point out, andthe major sales returns will comefrom the lower -priced models. How-ever, prospective TV owners "wantthe best buy for the money," andprefer larger -screen sets if thepocketbook permits. Of further sig-nificance is the increasing influenceon set purchasing by other membersof the family beside the father-usually the mother. Findings alsoappear to conclude that, as the audi-ence increases and TV entertain-ment widens, receiver purchasingbecomes a matter of considerableinterest to the entire family.Chief Wage EarnerQueried About TV Prices
ARI, which based its findings ona random sample conducted in allTV cities, asked the following ques-tions of the chief wage earner ineach family : (1' Do you plan tobuy a TV set soon? (2) At whatprice would you plan to buy a set?Results : 81% of prospective buyersshowed interest in the under -$100price range; 73% said they'd buyin the $100-$199 bracket. Fifty percent would buy sets in the $200-$499 range, and 8 per cent in the$500-$999 bracket. Only one percent reported interest in TV re-ceivers priced at $1,000 or more.Nineteen per cent were "not inter-ested at any price," according toARI. The sample, it's pointed out,had a 95% telephone ownership, ascompared to the national averageof about 55%.
While TV set prices range from$99.50 to $3,000, ARI considers the"average" cost is $400, a figurewhich has remained constant sincethe research firm's earlier study
TWO RECENT SURVEYS REFLECT SIGNIFICANT TRENDS
iN RECEIVER BUYING HABITS AND FUTURE PROSPECTS
WHERE FIRST SEEN ?
" P,70%64%
45% 119°A 3%
fRIENDsS ALL OWNTAVERNS DEALERSHOMES OTHERS SET
Mel I CoNewell-Emmett's second visit to "Videofown" explored buying habits, questioned
set owners as to where they got their first look at TV.
last spring. The "average" was com-puted by dividing the total numberof sets manufactured into the totalretail value.
The ARI survey also weighedcharacteristics of the TV audiencein three major markets-New York,Philadelphia and Los Angeles-and
found that income and educationallevels have an influence on set own-ership. The "upper and middle" in-come group owned 70 per cent ofthe total sets in these areas, an eco-nomic segment which represented30% of the national population.
(continued on page 40)
Graph below from the study by Audience Research, Inc., indicates that retailers'heavy unit sales volume will be in the 5100 bracket.
NO art it
March, 1949 27
EASTMAN FILMS
The World's Standard forAll Television PurposesAs They Have Been ForOver Forty Years in MotionPictures...
DISTRIBUTED BY
J E BRULATOUR INC.FORT LEE, N. J.
LOngacre 5-7270
CHICAGO 16, ILL.
HArrison 7-5738
HOLLYWOOD 38, CALIF.
Hillside 6131
AUDIENCE RESEARCH(continued from page 7)
absence of Milton Berle during the period of this rat-ing. However, 4% of those who voted Star Theatretheir favorite program volunteered that this was trueonly when Berle was acting as master of ceremonies.
Arthur Godfrey is again second, with 8%. Two newshows, The Goldbergs and Admiral's Broadway Revue,appear among the top seven in this, our first surveysince their debut.
Favorite Programs
Texaco Star TheatreTexaco, WNBT, Tue. 8-9 PM.
Men
79%Worsen69%
Total74%
Arthur Godfrey's Talent ScoutsLipton Tea, WCBS-TV. Mon.8:30-9 PM.
Arthur Godfrey and His FriendsChesterfield's, WCBS-TV, Wed.8-9 PM.
6 10 8
Philco Television PlayhousePhilco, WNBT, Sun., 9-10 PM.
6 9 8
The GoldbergsWCBS-TV, Mon. 8-8:30 PM.
5 4 5
Sports 4 4 4
Toast of the TownEmerson, WCBS-TV, Sun. 9-10PM.
2 3 2
Kraft Television TheatreKraft, WNBT, Wed. 9-10 PM.
2 2 2
Admiral Broadway RevueAdmiral Radio, WNBT, WABD.Fri. 8-9 PM.
0 3 1
57°o Bought ProductsAdvertised on Television
As a tentative approach to the question of the saleseffectiveness of television advertising, TELEVISIONMagazine has twice before asked respondents whetherthey had "bought any products specifically becausethey had seen them advertised on television." Whilethis approach is clearly limited, constituting no finalanswer to the problem, the results are of some sug-gestive interest.
The question asked this month was: "Can you nameany product you have bought because of televisionadvertising?" Results showed 57% responding in theaffirmative, with an average of 1.4 products namedper buyer.
Below are shown the products mentioned by 1% ormore of all respondents as having been bought becauseof television advertising.
Product
Lipton's Tea or SoupTexaco ProductsChesterfieldsGilletteKolynosKraft FoodsGeneral Foods ProductsOld GoldsPhilip Morris(Lucky Strike, Camels, Colgate,Bigelow Carpets, 1% each.)
Percent of oilrespondents
13%12
7654422
Ballantine's and
28 Television Magazine
ADVERTISING1,099 advertisers on television; 118 arenational; 38 network their programs.
national advertisers now using television*Admiral Radio Corp. - Participationin "TV Matinee." WGN-TV. 2 hr. filmdaily. "Admiral Broadway Revue."Fridays. 8 pm. Hour musical re-vue. WNBT, WABD, WPTZ, WFIL-TV, WAAM, WBAL-TV, WNAC-TV,WNBW, WTTG, WBZ-TV, WEWS,WNBK, WNBQ, WGN-TV, WWJ-TV,WJBK-TV, WRGB, WBEN-TV, KSD-TV, WTMJ-TV, WSPD-TV, WNHC-TV, WDTV, WTVR. Recordings toKOB-TV, KDYL-TV, KRSC-TV, WSB-TV, KPIX, KNBH, KTSL, WLW-T,KLEE-TV, WHEN, KSTP-TV, WMCT,WAVE -TV, WDSU-TV, WBAP-TV.Kudner Agency.American Chicle Co.-Spots, WNBT,WCAU-TV. Badger & Browning.*American Tobacco Co.-Spots. W CBS -TV, WABD, WPIX, WWJ-TV, WBKB,WTTG, KTLA, KSD-TV, WMAL-TV,WBEN-TV, WEWS, WMAR-TV,WTMJ-TV, WFIL-TV, WLW-T,WBAL-TV, WTVR, KDYL-TV, WRGB,WNHC-TV, KSTP-TV, WNAC-TV.
"Your Show Time." WNBT, Fri. 9:30.1, hr. WBZ-TV, WRGB, WBAL-TV,WPTZ, WNBW, WTVR, WWJ-TV,WNBQ, WNBK, KSD-TV, WSPD-TV,WTMJ-TV, WBEN-TV, KSTP-TV,WLW-T, WAVE -TV, KRSC-TV, WSB-TV, KDYL-TV, WBAP-TV, KFI-TV,WDSU-TV, WMCT. N. W. Ayer.Anheuser-Busch, Inc. - "Snapshotsfrom Hollywood." KSD-TV. D'Arcy.Artistic Foundations (Flexees)-Spots.WJZ-TV. Hershon-Garfield, Inc.Atlantic Refining Co. - Penn basket-ball. WPTZ. Spots. WFIL-TV. Ayer.B. V. D. Corp.-Spots. WNBT, WPTZ,WWJ-TV, WGN-TV, WBAL-TV,WNBW. KTLA, WRGB. Grey Advtg.B. T. Babbitt, Inc.-"This Is The Mis-sus." WCBS-TV. Participation in 1/2
hr. shopping program. Duane Jones.Baldwin Piano Co.-"It's Baldwin ByRequest." WLW-T. Sun. 15 min. show.Ruthrauff & Ryan.*Barbasol Co. - "Week in Review."WCBS-TV. Sun. 10 pm. Relayed toWCAU-TV, WMAR-TV, WMAL-TV,WNAC-TV. 15 min. film. Erwin Wasey.Bates Fabrics, Inc. - "Girl AboutTown." WNBT. Sun. 20 min. songformat. Relayed to WBAL-TV, WRGB,WBZ-TV, WPTZ, WNBW, WTVR.Also on WWJ-TV, WNBQ, WNBK,KSD-TV, WSPD-TV, WTMJ-TV.James P. Sawyer.Network Advertisers
category breakdownof all adrertisersACCESSORIES
Compacts, LightersAUTOMOTIVE
Auto ManufacturersDealersMotor Oils & FuelsTires & Other Rubber
ProductsBANKS, INSURANCE &
LOAN COMPANIESBEDDINGBEER & WINEBUILDING MATERIALSCIGARETTESCLOTHING & APPARELDOG FOODFOODS, BEVERAGESHOME APPLIANCES
HOUSEWARESHOME INSTRUMENTS
Distributors & ManufacturersTV Accessories
NURSERIES & FLORISTSOFFICE SUPPLIESOPTICAL & HEARING AIDSPHOTO EQUIPMENTPUBLISHERS, ENGRAVERSREAL ESTATERECREATIONRETAIL OUTLETS
Appliance StoresClothing StoresDepartment StoresDrug StoresFood Stores
3
12910
9417
8
25
6
56
28
12
41
2
107
22
101
938
3
66
4
22
8
31
2406351
403
8
Furniture, Rugs, Antiques 30Jewelers 16
Repairs & Personal Services 26Miscellaneous 3
SOAPS, CLEANSERS,STARCH 9
SCHOOLS, CAMPS 3
STORAGE 6
TOILET ARTICLES 21
TOYS & SPORTS 13
TRANSPORTATION 10
UTILITIES 7
WATCH COMPANIES 3
MISCELLANEOUS 74
Beech Nut Packing Co. -Spots. WRGB.Newell -Emmett.
Beltone Hearing Aid Co. - Spots.WGN-TV. Ruthrauff & Ryan.
Bendix Aviation Corp.-Spots. WBAL-TV, WNBT. MacManus, John & Ad-ams, Inc.
Benrus Watch Co.-Spots. WFIL-TV,WJZ-TV, WLW-T, WNBW, WBKB,KTLA, WNAC-TV, KTSL. Tarcher.
Bigelow -Sanford Carpet Co.-"TheBigelow Floor Show." % hr. mentalistand ventriloquist format. Thursday.WNBT. Relayed to WBZ-TV, WRGB,WBAL-TV, WPTZ, WNBW, WTVR.Recordings to WLW-T, WBEN-TV,WTMJ-TV, WAVE -TV, KDYL-TV,WWJ-TV, KSD-TV, WSB-TV, WBAP-TV. Y&R.
Bonafide Mills, Inc. - "Stop Me IfYou've Heard This One." WNBT. Fri.9 pm. S. R. Leon and Co.
Book -of -the -Month Club- Spots.WRGB. Schwab & Beatty.
The Borden Co. - Spots followingsports. WPIX. Spots, WABD, WCBS-TV, KTSL. Young & Rubicam.
Botany Worsted Mills-Weather re-ports. WABD, WPTZ, KTLA, WBKB,KPIX, WGN-TV, WNAC-TV, WPIX,WWJ-TV. Silberstein, Goldsmith.
Brentwood Sportswear - Weatherspots. WPTZ, WRGB, WTVR, WBKB.J. R. Kupsick.
*Bristol-Myers Co.-"Break the Bank."Dual AM -TV pickup. WJZ-TV, Fri. 9p.m. Relayed to WFIL-TV, WAAM,WMAL-TV, WNAC-TV. Also onWENR-TV, WXYZ-TV, WTMJ-TV,WEWS, WSPD-TV, WDTV. Spots.WJZ-TV. Doherty, Clifford & Schen-field.
Brown & Williamson Tobacco Co.-Knickerbockers basketball. WJZ-TV.Spots. WAVE -TV. Ted Bates.
Bulova Watch Co. - Time signals.WNBT, WNBW, WCBS-TV, WMAL-TV, WAAM, WWJ-TV, WGN-TV,KSD-TV, WEWS, WPIX, WBEN-TV,WBAL-TV, WMAR-TV, WBZ-TV,KDYL-TV, WSPD-TV, WABD, WSB-TV, WXYZ-TV, KSTP-TV, WBAP-TV,KLEE-TV, WMCT, WDTV, WTVR,WAVE -TV, WNAC-TV, WENR-TV,WRGB. Biow Co.
March, 1949 27
Buying television time involves dozens of time-
consuming details. To make the time buyer's
task a less harried one. NBC Spot Sales has
assembled a wealth of data. The information
listed at the right on all NBC Spot represented
stations is yours for a phone call.
Providing you with each of these 36 items is a
basic service of the best -informed television
representative in the industry, your NBC SPOT
salesman.
Backed by the experience and know-how of the
nation's first television nehiirk. the
NBC
representing television stations: WNBT-New York WNBQ -Chicago KNBH-Hollywood
*sion buying easier
superior facilities of NBC Programming andProduction. Research and Engineering-NBCSPOT SALES is your best source for all spottelevision information.
the nation's major television sitstions ill the
nation's major markets are represented 1i'
SPOT SALES
Television Buyer's Check ListMARKET INFORMATION
television set circulationO population in coverage areaO radio families in television areaO retail sales111 food and drug salesO general merchandise salesO effective buying incomeO counties within coverage areaO estimated total tel..% ision audienceO forecast of set installation
STATION INFORMATION
prugram schedulesavailability listsratesratingsaudience characteristicscoverage mapscompetition's program schedulescompetition's ratesstudio equipment available
(live and film studio equipment. cameras. etc.)
PROGRAM INFORMATION
description of program formai0 photographs of talent and setEl biographies of talent[7] adjacenciesO competitionri type of audience ratings and surveysri audience response storiesO success storiesO promotion and merchandisingO rates and contract terms
GENERAL TELEVISION INFORMATION
audience surveysO all IT. S. television stations advertisers using televisionO agencies handling television technical dataO film
NEW YORK CHICAGO CLEVELAND HOLLYWOOD SAN FRANCISCO WASHINGTON DENVER
WPTZ Philadelphia WBZ TV Boston WNBK Cleveland WNBW Washington WRGB Schenectady WTVR Richmond
qive gia4***** g-4,142.4
March HOLLYWOOD 1949
WHEN TIMECOUNTS, Five Staris really three jumpsahead of the field.***** Latestfeat ticked off is com-pletion of l -minuteTV com'l from script
to screen in 9 days! ***** Yes, animated,photographed, track recorded and answer printmade in 9 days!"WHITMAN'S SAMPLER" was the client andFive Star devised a "Sampler" cartoon techniqueto double sales effectiveness. ***** WardWheelock agency defined copy themes and setthe budget. Five Star then wrote to thatbudget. ***-tV.,":`- Result: maximum produc-tion value!
"YOU SET THE BUDGET"-Five Star thenfits it! ***** This common is ob-vious. You'd do the same in smartly building ahouse: Determine first your desired price range,then tell your architect and contractor tobuild to your specific needs in that budget.***** Precisely!WHETHER YOU SPEND $250 or $1250 onyour TV comis, Five Star builds "houses" tofit. ***** Ten years experinece in writingand producing short ad -films for Theater andTV. Add to this superior craftsmen, finesttechnical equipment and "custom craft" oper-ation and you have Five Star's secret of addingspeed to quality.MAN BEHINDTHE SPEED (andquality) at Five Staris Taylor Byars.***** Brilli-ant protege of DougFairbanks Sr., halfhis 37 years havebeen spent on (andinside) cameras. I.A.man of newsreelheritage, SignalCorps hero of Italyand Germany, nowcolor and TV spe-cialist. *****Technical director of Five Star, he designed andbuilt the ambidextrous Byars Animation Standused in cartoon photography. His streamlinedinventiveness saves Five Star Clients dollars andtime!TRACK RECORDS at Five Star, in additionto the 9 -day wonderful Whitman film, includeFord color animated cartoons delivered forJ. Walter Thompson in 29 days and PDQ,black -and -white, in 14. ***** Whenspeed is mandatory, Five Star Productions, 6526Sunset, Hollywood, knows how to gear it inwith quality. What's your hurry? *****Demo reels for qualified clients. Scripts withoutcharge. Commissions to agencies.
Canada Dry Ginger Ale Co. - Spots.WEWS, WABD. J. M. Mathes.
Capital Airlines-Newsreels. WEWS.Celanese Corp. of America - Spots.WENR-TV. Ellington & Co.
Chevrolet-"Chevrolet Tele-Theatre."WNBT. Mon. 8:30 pm. % hr. drama.Relayed to WBZ-TV, WPTZ, WBAL-TV, WRGB, WNBW, WTVR. Also onWAVE -TV, WNBQ, WNBK, KSD-TV,W S PD -TV, W T MJ -TV, WBEN-TV,KSTP-TV, WLW-T, KRSC-TV, KDYL-TV, WBAP-TV, WSB-TV, KFI-TV,WDSU-TV, WMCT, WWJ-TV. Camp-bell -Ewald.
* Cluett-Peabody - "The Phil SilversArrow Show." 1/2 hour revue. WNBT.Thurs. 8 p.m. Relayed to WBZ-TV,WRGB, WBAL-TV, WPTZ, WNBW,WTVR. Young & Rubicam.
Colgate-Palmolive Peet Co. - "TheColgate Theatre." WNBT. Relayed toWBZ-TV, WRGB, WPTZ, WBAL-TV,WNBW, WTVR. Mon. 9 pm. 1/2 hr.drama show.
College Inn Foods - Participation in"Kitchen Klub." WLW-T. John W.Shaw.
Colonial Airlines - Participation in"Swing Into Sports." 1/2 hr. sportsinstruction. WABD. Seidel Adv.
E. L. Cournand Co. (Walco)-"TheGreatest Fights of the Century." 5 min.sports film. WNBT. Fri. Relayed toWRGB, WBAL-TV, WBZ-TV, WPTZ,WNBW. WTVR. Also on WENR-TV,Spots. KSD-TV, WEWS, WBEN-TV,WNHC-TV, W SP D -T V, WBAP-TV,WLW-T. Cayton, Inc.
Curtis Publishing Co. (Ladies HomeJournal)-Spots. WBKB, WFIL-TV,WGN-TV, WCAU-TV, WPIX, KFI-TV. B.B.D.&O.
Dan River Mills, Inc.-Participation in"Fashion Story." '/2 hr. fashion show.WJZ-TV. John A. Cairns Co.
Disney Hats-"Sunday Review of theNews." WNBT. Relayed to WRGB,WBZ-TV, WBAL-TV, WPTZ, WNBW,WTVR, Also on WWJ-TV, WTMJ-TV, WBEN-TV, WBKB, WEWS, KSD-TV, KDYL-TV, WSB-TV, WAVE -TV,WDSU-TV, WBAP-TV, KPIX, WNBQ.Grey Adv.
DuMont Telesets-"Inquirer Televi-sion Newsreel." WFIL-TV. 15 min.newsreel. Spots. WABD, WNAC-TV,WGN-TV, WBZ-TV, KLEE-TV. Hoc-key, WTTG. Participation in "TVMatinee." WGN-TV. 2 hr. film daily."School Days." Thurs. 8 pm. '/2 hr.show and "Magic Window," Thurs. 8pm. WABD. Relayed to WTTG, WFIL-TV, WNAC-TV. Also on WGN-TV,WDTV, WEWS, KPIX, WTMJ-TV.Buchanan Adv.
Durkee -Mower, Inc. - Spots. WNAC-TV. Harry M. Frost.
Eclipse Sleep Products-Spots. WABD,WNBW, WCAU-TV. H. J. Kaufman.'Edgeworth Tobacco - "Sportsman'sQuiz." WCBS-TV. Fri. 5 min. sportsformat. Relayed to WMAR-TV,WNAC-TV. Warwick & Legler.
Elgin - Time spots. WNBT, WCBS-TV, WPTZ,WBKB, WGN-TV, WNBW,WLW-T, KSD-TV, KTLA, WWJ-TV.J. Walter Thompson.
Elgin -American (Ill. Watch Case Co.)-Spots. WNAC-TV, WPIX, WCAU-TV, WJZ-TV, WMAR-TV, WENR-TV, WGN-TV, KFI-TV, WFIL-TV.Weiss & Geller.
'Emerson Radio -"Toast of the Town."Sunday. 9 p.m. Hour variety show.WCBS-TV. Relayed to WCAU-TV,WMAR-TV, WNAC-TV, WMAL-TV.Recordings on WGN-TV, WJBK-TV,KTTV, WEWS, KSD-TV, WHEN.Blaine -Thompson.
*Firestone Tire & Rubber Co.-"Am-ericana." Mon. 9:30 p.m. 1/2 hr. his-tory quiz. WNBT. Relayed to WNBW,WRGB, WPTZ, WBAL-TV, WBZ-TV,WTVR. Film recording on WNBK,WTMJ-TV. Sweeney & James.
' Ford Motor Co.-"Ford Theatre." Hr.dramatic show once monthly. WCBS-TV. Sun. 7:30 p.m. Relayed to WCAU-TV, WMAR-TV, WMAL-TV, WNAC-TV. Kenyon & Eckhardt.
Garrett & Co.-Spots. WABD, WCBS-TV. Ruthrauff & Ryan.
*General Electric Corp. -10 min. news-reel. NBC Friday edition. WNBT. Re-layed to WBAL-TV, WPTZ, WRGB,WNBW, WTVR, WBZ-TV. Also onKSD-TV, WTMJ-TV, WLW-T, KSTP-TV, WSPD-TV, WBEN-TV, WBAP-TV, WSB-TV, WAVE -TV. Maxon, Inc.
'General Electric Lamp Div.-"RiddleMe This." WCBS-TV. Sun. 8:30 p.m.
hour quiz. Relayed to WCAU-TV,WNAC-TV, WMAR-TV, WMAL-TV.
General Foods-Participation in "Kit-chen Klub." WLW-T. Benton & Bowles.
General Mills - Ted Steele show.WABD. Mon. thru Fri. 12:30. % hr.show. Knox -Reeves.
'Gillette Safety Razor Co.-"Caval-cade of Sports." WNBT. Fridays. Box-ing bouts. Relayed to WRGB, WBAL-TV, WBZ-TV, WPTZ, WNBW, WTVR.
Spots. WCBS-TV. "Football High-lights." 1/2 hr. show. WSB-TV, WTMJ-TV, WGN-TV. Maxon, Inc.
Gruen Watch Co.-Spots. WFIL-TV.Grey Adv.
* Gulf Refining Co.-"We the People."1/2 hr. dual AM -TV show. Tues. 9 p.m.WCBS-TV. Relayed to WMAR-TV,WCAU-TV, WMAL-TV, WNAC-TV,
32 Television Magazine
"Gulf Road Show." 1,Z hr. variety pro-gram. WNBT. Relayed to WBZ-TV,WRGB, WBAL-TV, WPTZ, WNBW,WTVR. Recordings to WBEN-TV,WLW-T. Young & Rubicam.
Household Finance Co. - Red Wingshockey. WWJ-TV. LeVally, Inc.
Ironrite Ironer Co.-Participation in"Shopping at Home." KTLA. Coleman& Jones.
*Jell° (General Foods) - "AuthorMeets the Critics." 1/2 hr. discussion.WNBT. Sundays. 8 p.m. Relayed toWRGB, WBZ-TV, WBAL-TV, WPTZ,WNBW, WTVR. Spots. WABD. Young& Rubicam.
Kelvinator - Spots. KSD-TV, WLW-T, WWJ-TV, WBEN-TV. Geyer, New-ell & Ganger.
'Kraft Food-"Kraft Television The-atre." Wed. Hr. dramatic show. WNBT.Relayed to WRGB, WBZ-TV, WBAL-TV, WPTZ, WNBW, WTVR. Also onWTMJ-TV. J. Walter Thompson.
Jacques Kreisler - "Swap Shop."WFIL-TV. Mon. 15 min. swap pro-gram. Grey Adv.
Lewis -Howe Co. (Turns) - Spots.WPIX, WJZ-TV, WNBT, WCBS-TV,KSD-TV. Ruthrauff & Ryan.
'Liggett & Myers (Chesterfield)-Spots. WFIL-TV, WMAR-TV, WTVR,WMAL-TV, WWJ-TV, KTLA, WBKB,WGN-TV, WTTG, WPIX, WBAP-TV,WCAU-TV, WCBS-TV, WXYZ-TV,WEWS, WNBT, WENR-TV, WNAC-TV, WPTZ. "Arthur Godfrey and HisFriends." WCBS-TV. Wed. 8 p.m. Hr.show. WCAU-TV, WMAR-TV, WOIC-TV, WNAC-TV, WGN-TV, WTMJ-TV,WSPD-TV, WJBK-TV, WDTV, KTTV,WEWS, KDYL-TV. Dual AM -TV pick-up of "Supper Club." WNBT and net.KSTP-TV, WMCT. Newell -Emmett Co.
'Thos. J. Lipton, Inc.-"Arthur God-frey's Talent Scouts." Mon. 8:30 p.m.1/2 hr. dual AM -TV show. WCBS-TV.Relayed to WCAU-TV, WMAR-TV,WMAL-TV, WNAC-TV. Y&R.
Dr. Locke Shoes - Spots. WFIL-TV,WCAU-TV. E. L. Brown.
'P. Lorillard Co. (Old Golds)-"Ama-teur Hour." WABD. Relayed to WFIL-TV, WAAM, WTTG, WNAC-TV,WNHC-TV. Teletranscriptions toWGN-TV, WEWS, KTSL, WTMJ-TV,WDTV. Lennen & Mitchell, Inc.
Lysol-Spots. WCBS-TV.MacMillan Petrol Corp. - "FootballHighlights." KTTV. "Roving Camera."KTLA. 15 min. film. Marketers, Inc.
Md. Pharmaceutical Co. (Rem)-Spots.WNBW, WRGB. Joseph Katz Co.
'Mason Confectionery Co. - "HowdyDoody." WNBT and net. Wed. 5:30.
hr. children's show. Moore & Hamm.
'Maxwell House Coffee (GeneralFoods) -"Meet the Press." Sunday.8:30 p.m. ih hr. interview. WNBT.Relayed to WRGB, WBZ-TV, WBAL-TV, WPTZ, WNBW, WTVR. Benton& Bowles.
E. F. Meier & Son (Broadcast BrandCorned Beef)-Spots. WCBS-TV.
Mennen Co. - "Game Time." WCBS-TV. Interviews preceding basketball.Duane Jones.
Philip Morris & Co., Ltd. - Spots.WBKB, KTLA, WNBT, WCBS-TV,WFIL-TV, WMAL-TV, WABD, WJZ-TV, WMAR-TV, WBZ-TV, WGN-TV,WPIX, WCAU-TV, WWJ-TV, WNAC-TV. Biow.
Motorola-"The Nature of Things."15 min. science show. WPTZ. Relayedto WNBT, WRGB, WNBW, WTVR,WBAL-TV, WBZ-TV. Spots. KSTP-TV, WXYZ-TV, WSPD-TV. Boxing.WENR-TV. Lakers basketball. KSTP-TV. Gourfain-Cobb.
Mouquin Wine-Spots. WPIX. AlfredLilly Co.L. Nachman & Sons (Swirl House-coats) - Spots. WCBS-TV. FashionAdv. Co.
National Biscuit Co.-Spots. WABD.McCann-Erickson.
National Plywoods, Inc. - "SecondGuesser." WENR-TV. Sun. 9 p.m. 15min. comedy quiz. MacDonald -Cook.
'Oldsmobile-"NBC Newsreel." Wed.15 min. WNBT. Relayed to WRGB,WBZ-TV, WBAL-TV, WPTZ, WNBW,WTVR, WNBQ, WNBK, KSD-TV,WWJ-TV, WSPD-TV, WTMJ-TV,WBEN-TV. D. P. Brother & Co.
Paramount Pictures - Spots. KTLA,WSB-TV. Direct.
Pepsi -Cola Bottling Co. - "SparklingTime." WGN-TV. V2 hr. variety show.Presba, Sellers & Presba.
Pequot Mills, Inc.-Spots. WCBS-TV.J. D. Tarcher.Peter Paul, Inc. - Spots. WJZ-TV,WPTZ, WGN-TV. Platt -Forbes, Inc.Philco Corp. - "Philco TelevisionPlayhouse." Hr. dramatic show. Sun.9 p.m. WNBT. Relayed to WRGB,WBZ-TV, WBAL-TV, WPTZ, WNBW,WTVR. Recordings to KSTP-TV,WLW-T, WSPD-TV, WAVE -TV, KSD-TV, KRSC-TV, KDYL-TV, WBAP-TV,WSB-TV, WWJ-TV, KFI-TV, WBEN-TV, WDSU-TV, WMCT, WNBK,WDTV, WNBQ, KPIX. Hutchins Adv.
Pioneer Scientific Corp. (Polaroid)-"Young & Victor." Fri. 8:30 p.m. 10min. comedy. WBKB. Spots. WCBS-TV, WFIL-TV, WMAR-TV, WGN-TV,WTMJ-TV, WRGB, WJZ-TV, KSTP-TV, WCAU-TV, WLW-T, WSPD-TV,WSB-TV, WEWS, KTLA, KSD-TV,WNBT, WNAC-TV, WBZ-TV, WWJ-TV, KPIX, WJBK-TV. Cayton, Inc.
Owned and Oper]ted byTHE EVENING STAR
BROADCASTING COMPANY724 Fourteenth Street N.W.
Washington 5, D. C.
Represented Nationally by
ABC SPOT SALES
March, 1949 33
Post Cereals (General Foods)-"SmallFry Club." WABD. Thurs. % hr. chil-dren's program. Benton & Bowles.
Procter & Gamble-"I'd Like to See."Tues. 9 p.m. ', hr. show. WNBT. Re-layed to WPTZ, WBAL-TV, WNBW,WTVR, WRGB, WBZ-TV. Compton.
Purofied Down Products Corp.-Parti-cipation in "Birthday Party." WABD.1 hr. Children's variety program.Moss Associates.
*RCA Victor-"Kukla, Fran & 011ie."12 hr. children's show. Mon. - Fri.WBKB. Relayed to WNBK, WTMJ-TV,WWJ-TV, WSPD-TV, WBEN-TV,KSD-TV, WNBT. J. Walter Thompson.
'R. J. Reynolds Tobacco Co. (Camels)-"Camel Newsreel Theatre." Mon.through Fri. 7:50 p.m. WNBT. Relayedto WBZ-TV, WRGB, WBAL-TV,WPTZ, WNBW, WTVR. Also on WWJ-TV, KSD-TV, WTMJ-TV, WLW-T,WSPD-TV. Madison Square Gardenevents. WCBS-TV. William Esty Co.
Rieser Co. (Venida)-Participation in"And Everything Nice." WABD. RalphHarris Adv.
Ronson-Spots. WNBT, WNBW, KSD-TV, KTLA, WBKB, WMAR-TV, WWJ-TV, WTMJ-TV, KSTP-TV, WLW-T,WEWS, WCBS-TV, WPTZ, WTVR,WAVE -TV, WBEN-TV, WSPD-TV,WBZ-TV, WBAP-TV, WSB-TV,KLEE-TV. Cecil & Presbrey.
First with the most in
NEW ORLEANS
INDSUTV Channel 6-
31,000 wattsNew Orleans' firstand way. Transmit-ting from atop theHibernia Bank Build-ins-the Empire Stateof the Deep South.
ABC- NBCDUMONT - WPIXTelevision Affiliate
Affiliated withNew Orleans Item
AM 1280 kc - 5000 welts(effective 20.000 watts ingreater New Orleans)
Covering New Orleans. SouthLouisiana and the Gulf Coast.
FM Channel 287 - 15,000 watts(C. P. 155,000 watts)
WDSU's dominant Hooperating, pioneer-ing service and high listener loyalty isTHE buy in New Orleans!
NEW ORLEANS ABC AFFILIATE
WDSURepresented by the
John Blair :ornpany
Royal Typewriter Co.-Spots. WCBS-TV, WJZ-TV, WBKB, WCAU-TV.Young & Rubicam.
Sanka (General Foods)-Weather re-ports. WABD. Young & Rubicam.
Seeman Bros., Inc.-Weather reports.WJZ-TV. J. D. Tarcher.
Sentinel Radio Corp.-Participation in"Shopping at Home." KTLA. Direct.
Seven Up Bottling Co.-Spots. KSD-TV. Oakleigh R. French.
Simmons Co. - Spots. WCBS-TV,WPIX. Young & Rubicam.
Sparton Radio - 5 min. film spots.WGN-TV. Brook, Smith, French &Dorrance.
Spiegel, Inc.-Spots. WGN-TV, WBKB.Schwimmer & Scott.
Standard Oil of N. J. (Esso)-Spots.WBAL-TV, WFIL-TV, WBZ-TV,WTVR, KDYL-TV, WRGB, WNBW.Marschalk & Pratt.
Sterling Drug Co. - (Bayer Aspirin,Dr. Lyons Tooth Powder and Phillip'sMilk of Magnesia)-"Okay, Mother."WABD. 1 p.m. % hr. show Mon.through Fri. Dancer -Fitzgerald Sam-ple. (Molle Brushless Shave Cream)-Spots, WJZ-TV, WNBT, WCBS-TV,WPIX, WABD. Young & Rubicam.
Stinson Div. (Cons. Vultee Aircraft)-Spots. KTLA.
Swank, Inc. - Spots. WPIX, WTTG,WCAU-TV, WJZ-TV. Kudner Adv.
*Swift - "The Swift Show." Thurs.8:30 pm. % hr. variety format. WNBT.Relayed to WRGB, WBZ-TV, WBAL-TV, WPTZ, WNBW, WTVR. Also onWGN-TV, WTMJ-TV. McCann-Erick-son.
*Texas Co.-"Texaco Star Theatre."Tues. 8 p.m. Hr. variety show. WNBT.Relayed to WRGB, WBZ-TV, WBAL-TV, WPTZ, WNBW, WTVR, WTMJ-TV. Kudner.
Tide Water Asso. Oil Co. - Spots.KTLA. Foobtlall, KPIX. Buchanan &Co.
Transmirra Products - Participationin "Record Rendezvous." WPIX. Mon.& Thurs. 7:05 p.m. 25 min. song and(lance show. Conti Adv.
Twentieth Century Fox-Film trailers.WPTZ. Kayton-Spiere Co.
*Unique Art Mfg. Co.-Participationin "Howdy Doody." WNBT, WPTZ,WRGB, WNBW, WBAL-TV, WBZ-TV, WTVR, WBEN-TV, WWJ-TV,KSD-TV, WNBK, WNBQ. Spots.KTLA, WBKB, WABD. Grant Adv.
United Artists-Spots. WPIX. Bucha-nan & Co.
Van Heusen Shirts-"Dress & Guess."WEWS. Fri. 8:30 p.m. 1, hr. show."Bump Hadley Pitching," WBZ-TV,15 -min. sports interview twice weekly.Grey Adv.
*Vick Chemical Co.-"Picture This."Wed. 8:20. 10 min. show. WNBT. Re-layed to WRGB, WBZ-TV, WBAL-TV,WPTZ, WNBW, WTVR. Morse Inter-national, Inc.
*Whitehall Pharmacal Co. - "SmallFry Club." WABD. % hr. children'sshow. "Mary, Kay & Johnny." WNBT.Sun. 7 p.m. 20 min. domestic comedy.Relayed to WRGB, WBZ-TV, WBAL-TV, WNBW, WTVR. Dancer -Fitz-
Whitman Candy Co.-Spots. WJZ-TV,WCBS-TV, WFIL-TV, WTVR, WPIX,WCAU-TV, WNBT, WPTZ. Ward-Wheelock Co.
Wine Growers Guild-Spots. WENR-TV. Ronig-Cooper Co.
Wrigley Gum - Gene Autry show.KLEE-TV. Ruthrauff & Ryan.
Zenith Radio Corp.-Participation in"Television Matinee." WGN-TV. 2 hr.daily film. Critchfield & Co.
Zippy Products - Spots. WMAR-TV,WCAU-TV, WPTZ, WPIX, WJZ-TV.Martin & Andrews.
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34 Television Magazine
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Mardi, 1949 35
PROGRAMMING
AN ANALYSIS OF PRODUCTION PROBLEMS
ENCOUNTERED ON ACROSS-THE-BOARD SHOWS
"Will John solve his problem?" Tune in tomorrow ...ODUCTION problems of scriptwriting, rehearsals, direction,
etc., are brought into sharper focuswith the arrival of across-the-boardshows. "These Are My Children,"which recently completed a run as adaily network feature (fromWNBQ, Chicago), minimized theday-to-day chores of pre -camerapreparation via adaptation of sev-eral techniques used with successin both radio and the legitimatetheater. Program was written spe-cifically for TV by Irna Phillips,long-established AM soap operascripter.
For example, cast of the showdid not work with a "set" ,script.The method followed was one whichpermitted the cast - professionalradio actors for the most part - towork from a script which was onlypartially dialogue. Instead of mem-
orizing their roles word for word,the actors used certain "key words"and fragments of dialogue to de-velop a situation. Whenever thestory line permitted, the actors "adlibbed" or improvised. This tech-nique, used to some extent in thelegitimate theater, eliminates agreat deal of memorization of lineswhich would otherwise have beennecessary.
Rehearsal Time CutVia Improvisation
Cast went into daily rehearsalone of which was actually on cam-era. Another important advantageinherent in the improvisation tech-nique is the fact that it permits agreater degree of naturalness foreach performer-thereby eliminat-ing extra readings or "run-throughs" during rehearsals. Says
Ted Mills, WNBQ's program direc-tor: "Direction on the show wastotally in terms of character andencouraged actors to supply asmany mannerisms in the form of'business' as they could."
Mills explains further that thisemphasis on character made re-hearsal of less importance than itis in a dramatic program whereinthe actors are less completely iden-tified with the characters they por-tray. Since the actors appeared dayafter day in the same roles, theaudience knew what kind of afamily "Mother Henahan" had.Furthermore, Mills felt that sincean actor played the same characterall the time he should thoroughlyunderstand the personality of theperson he portrayed and thus beable to improvise action and ad libconvincingly.
Another problem the producersof "Children" faced was to bringthe housewife a daily dramashe didn't have to watch everyminute in order to appreciate andfollow. To do this required a scriptwhich had both visual and aural ap-peal. The feeling was that a house-wife should be able to look at thebeginning of the performance, seewhat is happening, and then leavethe vicinity of the screen and con-tinue with her domestic tasks.However, three or four times dur-ing the 15 minute show, a "crisis"was planned which the producershoped would make the viewer re-turn to the set.Sets ConformTo Simple Technique
In keeping with the simplifiedproduction technique, set design forthe show adhered to a definite andstreamlined schedule. A studio co-ordinator knew at the beginningof each week exactly what type ofset design was required for thatparticular week, plans for whichwere usually drawn up in advance.When additional scenes were neces-sary, to provide wider variety, asimplified attempt at realism was
36 Television Magazine
A Sponsor . . . By Any Other Name
Analogy between American and British philosophy of broadcastingis drawn by Jerry Lawrence, of the firm of Lawrence and Lee, pro-ducers, who recently made a trip to study TV developments abroad.
BBC televised Hecht-MacArthur's "The Front Page" with anAmerican cast he says, and a few days later "thunder began to rumblein the House of Parliament." How dare BBC send "those preciousAmerican dollars to this man Hecht-the sworn enemy of the BritishEmpire?" the BBC demanded. For a while, Lee reports, all hands atBBC Television thought they'd lose their jobs. Says Lee: "Maybe,after all, government -controlled broadcasting isn't so different fromthe advertising agencies of America. The Madison Avenue of Britishtelevision has four towers-and Big Ben is one of them. If you closeyour eyes, it sounds almost like a teletype from a soap sponsor."
employed. With the use of fiat back-drops and props, it was possible toquickly simulate a hospital room, atelephone booth, an office, etc.
"Believe It or Not"Comes to Video
Robert Ripley's world famous"Believe It Or Not" series is now aweekly TV feature sponsored byMotorola Inc., through the Gour-fain-Cobb Advertising Agency. Pro-gram makes elaborate use of theunique items which Ripley has un-covered and filmed in his more than625,000 miles of travel all over theworld. A high point of each showis a dramatization of an actual "Be-lieve It Or Not" incident. Producedby Victor McLeod and directed byJoe Cavilier, the telecast is carried"live" on 8 stations of the NBCEast Coast network and is kine-scoped for 19 additional stations.Lambs Club FareFor Maxwell House.
Maxwell House Coffee unveiled anew wrinkle in TV entertainmentvia "The Lambs Gambol" which hasperhaps the heaviest source of tal-ent available anywhere in the worldof show business. Program has avariety format and through TV,permits viewers a glimpse be-hind the "velvet curtains" of theexclusive Lambs Club which in-cludes among its membership thegreat and near -great in the legiti-mate theater, motion pictures, andvaudeville.
Drawing on a heavy backlog ofclub -owned material never beforeshown to the public, the weekly seg-ment makes wide use of hithertounpublished songs and sketches bymen whose contributions to showbusiness have won world-wide ac-claim. These include such names asBert Lytell, Bobby Clark, Joe E.Brown, Frank Fay, Douglas Fair-
banks, Jr., Gene Tunney, WilliamGaxton, and a host of others ofequal prominence.
In keeping with a traditional cus-tom, "The Lambs Gambol" offers a"surprise package" on its TV ver-sion, which has a comic switchon talent. For example, a great tra-gedian tries his hand at song -and -dance routines; a comedy star giveshis all in heavy drama, etc. Anotherswitch on the tradition is the useof women on the video segment-by special invitation-a concessionnot permitted in the Lambs' closed -door presentations.
Textron Fabrics UsedOn Fashion Format
Textron, Inc., has brought Graceand Paul Hartman, the dance -comedy team of such legitimatetheater as "Angel in the Wings"and others, before the TV camerasin a weekly half-hour situationcomedy segment. Script has an "athome atmosphere" enlivened by theantics of the Hartmans who've beenconsiderably successful with humor-ous satire.
Textron commercials represent anew approach to the entertain -as -well -as -sell technique. Each weekthe main commercial is aired liveas a "production" number, builtaround engaged girls from all sec-tions of the U.S. appearing (oneper show) to sample and modelclothes made of Textron fabrics.Entire number has a fashion at-mosphere, with "the girl" backedby a bevy of models parading inthe latest styles. J. Walter Thomp-son handles the show for Textron.
Family ComedyIn Suburban Setting
Suburban family life with a com-edy twist is the story angle of "The
(continued on page 38)
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PROGRAMMING(continued from page 37)
Wrens' Nest," a Thursday -through -Saturday dramatic feature over theABC network at 7:15 P.M. EST.The program is written by VirginiaSale (Mrs. Wren), who played aprincipal role in "Those We Love"during its seven year run as an AMserial. Sam Wren, the "Mr. Wren"of the show, has withstood the as-signment as Bob Hope's "straight -man" in four Paramount produc-tions. An added attraction of thehousehold is the appearance eachSaturday of the impish and preco-cious Wren twins.
New KFI-TV FeatureHas Soap Opera Format
Among other current ventures intelevision soap opera is KFI-TV'sthrice weekly "Slice of Life,"which offers the Los Angeles areaviewers an opportunity to witnessthe doings in a duplex establishmentoccupied by two young couples.Story, written by Carleton Morse(One Man's Family), concerns it-self with the different philosophiesof living adopted by these two par-
ties in their respective love nestsunder one roof.
One pair, the Abbotts, is highlyconservative and thrifty and ap-proaches its daily problems withbudget -coolness. However, the Cole -mans are inclined to be extravagantand unconventional, frailties toocommon to be ignored in anybody'sslice -of -life. The pitch of the wholeshow, of course, is how oppositesreact to similar situations. What-ever befalls, the audience is sup-posed to be seeing "two interestingphilosophies of American life."
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38 Television Magazine
make this test!After you have read this issue of TELEVISION
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"What one publication gives me the true perspective
I need on television's rapid development?"
"What is the number one publication for an authori-
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Leading advertisers and advertising agencies
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Thousands of them-subscribers like these-
Oldsmobile Chevrolet Atlantic Refining Co. Ford Motor Co. Gulf Refining Co. U. S. Rubber Co. CampbellEwaldFirestone Rubber Co. J. Walter Thompson Bendix Corp. Diamond Crystal Salt Jell-O Charles W. Hoyt Warwick &Legler Standard Oil Co. The Texas Co. P. Ballantine Sherwin Williams Bates Fabrics R. J. Reynolds Kraft FoodsThe Borden Co. Sanka Maxwell House Coffee Whitman Candies Ward Baking Co. Kelvinator Liggett -Myers Tobacco
Co. Botany Worsted Mills BVD McCann-Erickson Wildroot Co. The Mennen Co. Young & Ruhicam Benrus WatchCo. The Biow Co. Grey Advertising Bulova Watch Co. BBD&O Elgin Watch Co. Swift & Co. Seven Up Breyer'sIce Cream Chevrolet Dealers Association N. W. Ayer International Silver Erwin, Wasey Co. The Admiral Corp. RCAVictor General Electric Motorola Philco Hutchins Advertising Agency Allen B. Du Mont Laboratories Buchanan &
Co. Stromberg Carlson Newell -Emmett Co. Sylvania Electric Co. Foote, Cone & Belding Abbott Kimball Co. Benton
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Seeds William Esty Geyer, Newell & Ganger Compton Advertising Badger, Browning & Hersey, Inc. American Chicle Co.
March, 1949 39
THE FCC LOOKS AT TELEVISION (cont. from page 14)
"only economic way we know howto bring television to the rural com-munities." Airborne video, he be-lieves, would probably be freer ofdistortion and other interference,too. In his opinion, Westinghousemissed a bet by not trying to getofficial recognition of stratovisionas a rural television service at thetime when the Commission's rulescontemplated rural stations. Now,with overcrowding in the VHFband, stratovision's only chance ofa place in the sun is opening of the
UHF ranges, Sterling feels.Webster expresses concern with
the "monopoly" issue in strato-vision, as possibly more importantin the long -run than the service itcan render. "I have a lot of respectfor it, though," he adds.
Coy, Sterling and Webster areunanimous in their views of phono-vision's chances for success. Coydescribes it this way: "Sure, it's agood idea and works technically.Bill Benton had a good idea for pig-squeal radio too." (Benton's sub-
scription or nickel -in -the -slot radioplan was abandoned in 1944 afterall-out attack by commercial radiointerests.)
Neither Sterling nor Webstercould bring themselves to feel thatlisteners would be willing to pay fortheir TV. Sterling goes on to say:"I think competitive programmingwill eventually provide listenerswith the best in entertainment and,at the same time, give them themovies they want to see."
MERCHANDISING (cont. from page 27)
The lower -income bracket (70% ofthe national population) owned theremaining 30% of sets in these ci-ties. ARI considers the distributionpattern here ". . not surprising inview of the present average setprice of $400." The firm adds, how-ever, that "the base is broadeningrapidly . . . as more and more setsare being installed in less prosper-ous -appearing neighborhoods."
Closer scrutiny of audience char-acteristics by ARI showed that 52%of set owners in these three marketswere high school graduates, whichrepresent 24% of the national pop-ulation. Twenty-six per cent were"less than high school" -64% ofthe national figure-and 22% ofTV owners attended college, whichis 12% of the national population.Persons in the age bracket of 31 to45 owned 53% of the total sets inthese areas, while those 30 yearsand under accounted for 24% ofset ownership. Twenty-three percent of the ownership was amongthose 46 years or older, it was found.
"Video Town" RevisitedIn Newell -Emmett Study
NeAell-Emmett's second reportin its continuing study of TV inmVideotown," an unnamed test com-
unity, showed a changing trend inbuying habits. Where the fatherhad for the most part directed thepurchase of TV buying during theagency's first study-regardless ofincome level-other members of thefamily were becoming more influ-ential eight months later. Wherethere was family opposition to thepurchase, however, (in only one -out -of -five homes) it came from themother, the survey revealed.
The extent to which TV program-ming stimulates receiver purchasesis also reflected in the second Video -
town study. "Special events bythemselves-such as the politicalconventions-have opened the pursein about one -fifth of set sales,"Newell -Emmett reports. On theother hand, viewers in this areahave taken a long look at the me-dium before actually taking theplunge. The "average" set owner inthe test community did not actuallymake the purchase until a yearafter his first look at TV. The lowerthe income, the more he had beenexposed to video before making theinvestment, it's pointed out. How-ever, once the decision to buy wasmade, more than half the ownersbought their sets within two weeks.
Seventy per cent of the Video-towners owning sets saw their firstTV shows in friends' homes, and64% in taverns, according to thesurvey. Also, forty-five percent wit-nessed the medium for the first timein dealers' shops, and 19% by othermethods. Most set owners in thearea had made a "thorough" inves-tigation of the receiver field beforemaking the selection. The majority-39%-had checked newspaper ad-vertisements, etc., while 35% dis-cussed the step with TV owners.Thirty-one per cent "shoppedaround" before buying; 27% readtelevision brochures and promotionpieces, while only 22% actually dis-cussed the matter directly withdealers.
The "Best Buy"Stressed By Public
The Newell -Emmett survey em-phasizes the fact that "most peopleare out to get the biggest screenthey can for their money." Upper -income groups, it's pointed out, tendto buy sets with larger screens, apreference which extends even to
the lower financial brackets except,of course, where price is the majorfactor. Sixty-two per cent of the.buyers of seven-inch screens saidthat the choice was "controlled bythe pcc':etbook." Thirty-one per centof those who bought the 10 -inchscreen size cited the same reason.Only 10% of those who bought 12 -inch screens-and none who bought15 -inch screens, or larger-men-tioned price as a deciding factor,according to the survey.
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40 Television Magazine
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