Scanned from the collections of The Library of Congress

Packard Campus for Audio Visual Conservation www.loc.gov/avconservation

Motion Picture and Television Reading Room

www.loc.gov/rr/mopic

Recorded Sound Reference Center www.loc.gov/rr/record

Ml

JJ

PUBLISHER'S BINDING

1358

APRIL 7, 1958

THIRTY-FIVE CENT!

BROADCASTING

THE BUSINESSWEEKLY OF TELEVISION AND RADIO

...fa

Oversight report raps FCC, urges stiffening regulations Page 27

Visual communicators find ad field short on creativity Page 36

What the tv networks have in mind for summer schedules Page 52

Quarterly Telestatus: rundown on nation's facilities Page 101

J 958 >yJ/ft<><( 3. du^cnt 9>owmhMmA

0m cftdmMtctA ^teat ffiafitmb

i AGAIN!

More Tidewater* Va., Viewers

are

Watching

WAV Y-T V I A

CHANNEL IU

from 3 to 10 p.m.

MONDAY THROUGH FRIDAY

than any other TV station in the tidewater area.

(ARB-March 8-14, Metropolitan Area Report) REPRESENTED BY H-R

WAVY-TV, SERVING NORFOLK, P0RTSM00TH, NEWPORT NEWS, and 42 COONTIES IN VIRGINIA and NO. CAROLINA

f See inside front cover BROADCASTING Magazine, December 23

Re: The $iq, Susiness-Briqht

DES MOINES, Iowa Market

FAR MORE PEOPLE DEPEND ON THESE 2 GREAT STATIONS

FOR

KRNT KRNT

TELEVISION RADIO

LOOK AT ANY AUDIENCE SURVEY FOR THE DES MOINES METRO AREA

KATZ

Represents These

FABULOUS

COWLES

OPERATIONS

Published every Monday, 53rd issue (Yearbook Number) published in September by Broadcasting Publications Inc. 1735 DeSales St N W Washington 6 D C Entered as second class matter March 14, 1933 at Post Office, Washington, D. C, under act of March 3, 18(9.

f KRLD-TV

i CHANNEL 4 DALLAS

I covers one-seventh of Texas' area

BUT

28% of all Texas' people 30% of all Texas' income 31% of Texas' retail sales Va of all Texas' TV homes

PIUS

5 OKLA. COUNTIES

KRLD-TV, Channel 4, telecasting with maximum power from atop Texas' tallest tower, sends its strong clear signal into 47 Texas counties . . . plus 5 in Oklahoma. This is the greatest area coverage of any Texas tele- vision station. BUT . . . what is more significant is KRLD-TV's coverage in terms of PEOPLE, INCOME, RETAIL SALES and TV HOMES. In those terms, a map such as. just above gives a more accurate picture. The KRLD-TV Texas area contains 2,570,500 people who spend $3,332,054,- 000 annually of a Consumer Spendable Income of $4,270,706,000. There are more than 644,000 TV homes in this area. Truly, KRLD-TV CBS television for Dallas-Fort Worth, is the biggest buy in the biggest market in the biggest state.

Sources: Consumer Markets, Dec. 15, 1957. TV homes based on Texas TV Reports.

the BIGGEST buy in the BIGGEST market in the BIGGEST State

KRLD-TV is the television service of The Dallas Times Herald, owners and operators of KRLD Radio, the only full-time 50,000 watt station in Dallas-Fort Worth. The Branham Company, national representotives.

Ckmnd 4X>(Mm

MAXIMUM POWER

JOHN W. RUNYON, CHAIRMAN OF THE BOARD CLYDE W. REMBERT, PRESIDENT

Page 4 April 7, 1958

Broadcasting

closed circuit

NEXT MOVE Investigation by Antitrust Div. of Dept. of Justice of network pro- gramming notably in relation to its own- ership participation in independently de- veloped shows has reached point where department attorneys want to meet with FCC to explore future steps. Proposal to this end is being considered by FCC, pre- sumably in connection with current hear- ings on Barrow Network Study Report. Barrow Study Staff had been unable to complete programming-talent phase of its investigation and Assistant Attorney Gen- eral Victor Hanson had announced last year that it was continuing its inquiry.

Also interwoven in network participation in program ownership is related aspect of clearances in option time. Another aspect under inquiry has been network stock ownership in BMI. Both matters were targets of House Celler Subcommittee in- quiry two years ago.

NEW FIELD Several broadcasters are exploring possibility of going into closed- circuit theatre tv, or version of it. Suc- cess of such closed circuit presentations as Robinson-Basilio fight in movie theatres has encouraged these broadcasters to look into possibility of obtaining equipment and franchises for special showings which broadcasters would manage in local au- ditoriums. Several broadcasters have asked TelePrompTer whether franchises would be available.

One item of business in current West Coast visit of Hubbell Robinson Jr., CBS- TV executive vice president for network programs, was negotiations with Bing Crosby in hope of getting his signature on tv dotted line. Except for occasional special shots, Old Groaner has resisted tv's ad- vances up to now.

NO ROTATION Major point of conten- tion on final draft of House Oversight Subcommittee report (see page 27) con- cerned tenure of FCC chairman and how he would be named. Several members successfully objected to original draft call- ing for chairmanship to be rotated. They objected on grounds subcommittee did not have enough information to reach this conclusion. One member said both Dem- ocrats and Republicans objected to rota- tion idea; another member claimed it was strictly GOP protest. Chairman now is named by President.

Another House interim report will be forthcoming soon after congressional East- er recess this one by special five-man subcommittee on inner operations of ASCAP. Following two weeks of hearings [Government, March 24], full subcom- mittee met in executive session Wednesday

with three members of Justice Dept., in- cluding Robert A. Bicks, assistant to anti- trust chief Victor Hanson, W. D. Kilgore, chief of judgment and enforcement divi- sion, and trial attorney John Wilson. Re- port is expected to be critical of ASCAP operational policies and recommend further action by Justice.

SHOO-IN Reappointment of Robert T. Bartley to new seven-year term on FCC, dating from next July 1, is confidently ex- pected within next few weeks. Mr. Bartley, 48, sailed through his appearance before House Legislative Oversight Committee on March 28 and was given virtually clean bill by Chairman Oren Harris (D-Ark. and other committee members. Nephew of House Speaker Sam Rayburn, Mr. Bartley began his service on FCC as Commissioner on March 6, 1952, although he previously had served at staff level.

e

FCC Chairman John C. Doerfer, it's reliably reported, already has urged White House to act expeditiously on Bartley re- appointment. It's rare for White House, however, to announce nominations more than 60 days in advance of expiration. Sixty-day period will begin May 1.

e

DUTY CALLS All members of FCC (except Comr. Lee who was in New York) lunched at NAB headquarters in Wash- ington last Thursday for briefing on their panel participation at NAB Convention in Los Angeles, April 27-May 1. Panel, to be held on Wednesday morning, has been most popular NAB event. It was threat- ened by House Oversight Committee in- vestigation because of "fraternizing" com- plaint but all FCC members have con- cluded that NAB convention, above all other events, is "must" for them. In ad- dition to panel, Chairman John C. Doerfer will deliver annual address.

It's unlikely that FCC members will take their wives to West Coast this year. As things stand now they will get only their traveling expenses and $12 per diem from government and must pick up their own hotel bills, whereas NAB has paid them in past. Estimate is that each will be at least $150 "out-of-pocket" at this year's con- vention if he travels solo.

INNER COUNCIL Giving added recog- nition to NBC's expanding radio network operations, President Robert W. Sarnoff has named Matthew J. Culligan, vice pres- ident in charge of radio network to his executive council, which meets at least once a week on policy matters. Also new to council is P. A. (Buddy) Sugg, who on April 1 assumed vice presidency in charge of owned and operated stations and Spot Sales. Others on council are executive

vice presidents Robert E. Kintner, David C. Adams, J. M. Clifford and Kenneth W. Bilby.

With tv commercial production business going strong, MPO Productions Inc., New York, this week is expected to become first commercial production house to move into vacant Republic studios, Hollywood. Re- public has suspended production of theatrical films and has been throwing open soundstages to such independent tv film producers as MCA's Revue Productions and Jack Webb's Mark VII Productions Ltd. MPO already has five full sound- stages in New York. It will not begin film series work but will continue to turn out commercials and films for industry.

LOCAL OPTION Practice of big-name national advertisers seeking local rates is becoming more widespread in broadcast media, extending beyond brewery and auto fields into food, drug and other product lines. Stations contend practice is "vicious circle" and one for self-defense on all industry levels; with result that some na- tional clients are buying more time (spots) with same budget. Operators say station representatives are losing money and agen- cies complain they're caught in middle between competing clients. Only solution, they hold, is for all stations in single mar- ket to insist on national rates where jus- tified.

In furtherance of U. S.-Soviet cultural exchange agreement, delegation of Russian radio-tv experts is expected in United States later this month. Group will confer with individual networks on program ex- changes, handling negotiations on regular business basis. Presidents of three networks having tv as well as radio met with Am- bassador William S. B. Lacey on March 27 for indoctrination. [Closed Circuit, March 31]. Ziv Television, International, was first of U.S. entities to negotiate program sales with U. S. S. R.

EXPORT FILMS Rank Organization, London, which owns piece of Southern Television, Ltd., Southampton-Isle of Wight (one of links in Great Britain's com- mercial Independent Television Authority), understood to be considering opening its Pinewood studios to independent tv film producers. Rank recently effected tie-up with Tom O'Neil's RKO Teleradio for motion pictures but will not itself release theatrical films to tv at present [Film, March 31]. But it's thinking of sending crsws to Australia to produce low-budget tv "westerns" with hopes of cashing in on current U. S. shoot-em-up fad. Reason: Australian production facilities are large and inexpensive.

Broadcasting

April 7, 7955

Page 5

They buy as a family .. .

because they were sold as a family . . .

vi

Ay //rei> local Meredith station!

KANSAS CITY KCMO KCAAO-TV The Katz Agency

SYRACUSE WHEN WHEN-TV The Katz Agency

PHOENIX KPHO KPHO-TV The Katz Agency

OMAHA WOW WOW-TV John Blair & Co. - Blair-TV

TULSA KRAAG John Blair & Co-

Meredith Stations Are Affiliated With BETTER HOMES and GARDENS and SUCCESSFUL FARMING Magazines

Page 6 April 7, 1958

Broadcasting

THE WEEK IN BRIEF

FCC Rapped House investigators' interim report criticizes many FCC actions and customs; tells commissioners to cease many practices and promises remedial legislation on other points. Current phase of hearings concluded with testimony from present and former commissioners. Page 27.

Ethics for the FCC Code of procedure considered by the Commission. Securities & Exchange Commission has drafted its own "list of integrities." Legislation introduced in Con- gress to govern contacts of litigants and commissioners. Page 28.

Creativity— A hard word to define, but many attempt it during two-day third visual communications conference of Art Directors Club of New York. ADC also announces tops in tv art by citing seven outstanding entries in categories running from network on-air promotion to lengthy film commercials. Pages 36, 84.

Pabst-Pepsi Talks Soft drink firm and brewery may reopen discussions of merger or consolidation following proxy victory by group headed by Harris Perlstein, Pabst chairman. Page 38.

Fund Eyes Madison Ave.— Fund for the Republic, knee deep in tv study, may look into tv's "standards for acceptable ad- vertising," the BMI-ASCAP feud to add to toll tv, audience ratings and tv-government relationship among other subjects. Tentatively earmarked for inquiry: allocation of $240,000 in 1958. Page 42.

Princess Takes a Flyer Interim report on Sid Caesar In- vites You, Helena Rubinstein Inc. and Ogilvy, Benson & Mather detail the ingredients of Princess Gourielli's not-so- secret formula that brought tv life back to Sid Caesar and Imogene Coca. Page 44.

Other Inter-network Switches-Aubrey leaves ABC-TV for CBS. ABC promotes Moore, Mullin. Page 57.

Three More Weeks NAB conventions Management and Engineering start April 27 in Los Angeles. Programming nearly complete as first unit of association's Washington head- quarters staff prepares to leave for Biltmore and Statler con- vention site. Page 58.

Libel Victory Major court recognition of broadcasters' liability for candidates' comments comes from North Dakota Supreme Court decision. Court upholds lower tribunal's ruling that broadcasters should not be liable for remarks by candi- dates when they have no right to control their statements. Page 64.

FCC Gets Off Community Antenna Hook Commission dis- misses complaint by 13 western radio and tv stations asking agency to assume jurisdiction over community antenna tv sys- tems as common carriers. FCC's reasoning: Customer decides what signals are transmitted on common carrier; he doesn't on CATV. Page 66.

Radio vs. Death Congress told by broadcasters how radio can cut death toll on highways. MBS, NAB and WIP Philadel- phia show how 36 million car radios can promote safety. Page 68.

More on Hollywood Musicians— New MGA asks NLRB certification at eight movie studios; charges AFM Local 47 executives with unfair pressures on musicians. Page 85.

IBEW, CBS Negotiating Union and network continue dis- cussions in effort to reach agreement on new contract. Job security, pay increases appear to be main barriers to early accord as danger of strike persists. Page 86.

U. S. Steel It takes on a shiny "new look" as the giant of Pittsburgh revamps its advertising approach, makes bid for consumer by creating new corporate image and plans to make first full use of spot tv. Page 48.

The Long Hot Summer Networks and advertisers will sweat it out with program schedules heavy on re-runs, light on ex- perimental new material. They have benefit of new technique in distributing programs, though, getting magnetic tape record- ing equipment ready for annual tussle with daylight saving time confusion. Page 52.

DeGray Heads ABC Radio Eastman leaves presidency after contract is settled. Harrison, Moudy, Lichtenstein and Hamil- ton leave as new streamlined programming format goes into effect. "ABN" to be abandoned in favor of "ABC Radio" as network's identification. Page 56.

Stanton Warns of "Tampering"— Wreck the networks and the in-depth news programming of Peabody quality will go by the board, CBS president tells 800 at awards luncheon in New York. CBS takes three honors, NBC is awarded four, and ABC a single kudo in annual George Foster Peabody event. Pages 57, 82.

Don't Bite the Hand That Feeds You

That's the word from Victor Seydel, radio-tv vice president of Anderson & Cairns, in this week's Monday Memo. Reporting that some stations are concerned more with filling their schedules than with serving the advertiser, he reminds them that the lean years weren't that long ago and could return. Page 113.

DEPARTMENTS

MR. SEYDEL

ADVERTISERS & AGENCIES 36

AT DEADLINE 9

AWARDS 82

BUSINESS BRIEFLY 38

CHANGING HANDS 76

CLOSED CIRCUIT 5

COLORCASTING 42

DATELINES 78

EDITORIAL 114

EDUCATION 86

FILM 70

FOR THE RECORD 89

GOVERNMENT 64

IN REVIEW 14

INTERNATIONAL 81

IN PUBLIC INTEREST 20

LEAD STORY 27

MANUFACTURING 80

MONDAY MEMO 113

NETWORKS 52

OPEN MIKE 18

OUR RESPECTS 24

PEOPLE HO

PERSONNEL RELATIONS 85

PROFESSIONAL SERVICES ... 85

PROGRAMS & PROMOTIONS . 87

STATIONS 74

TRADE ASSNS 58

UPCOMING 100

Broadcasting

April 7, 1958

Page

By golly— every time you turn around WTIX jumps further out in front!"

Photograph by John Burwell

New New Orleans Pulse spotlights the trend: WTIX is first every daytime quarter-hour . . . and first in 462 of all 504 quarters.*

Storz Station audience-centered programming goes from strength to strength in 11-station New Orleans. Day after day more people switch to WTIX and are held there by warm, friendly, enthusiastic professional air person- alities. Hooper proves it, too. WTIX is first, with

nearly one-third of the New Orleans audience. The dominance of WTIX can mean your domi- nance, too. Spend a quarter-hour or so with Adam Young, or talk to WTIX General Man- ager, Fred Berthelson.

first

*Jan.-Feb., 6 A.M. -midnight

WTIX

. and getting firster in 11-station

NEW ORLEANS

: . . ' : ; ...... ij vc' - ;.;>£::Mit^'i:

STATIO INI S

ODAY'S RADIO FOR TODAY'S SELLING TO O D STORZ, PRESIDENT HOME OFFICE; OMAHA, NEBRASKA

WD6Y Minneapolis St Paul

REPRESENTED BY JOHN BLAIR & CO.

WHB Kansas City

REPRESENTED BY JOHN BLAIR Sc CO. ~>

WTIX New Orleans

REPRESENTED BY ADAM YOUNG INC. i

WQAM Miami

REPRESENTED BY JOHN BLAIR & CO.

Page 8 © April 7, 1958

Broadcasting

at deadline

HARRIS SAYS IT'S UP TO JUSTICE NOW; NAB WONT PICK UP FCC'S CONVENTION TAB

At Friday news conference on House Legislative Oversight Subcommittee interim report [Lead Story, page 27], Chairman Oren Harris (D-Ark.) said it is not "re- sponsibility of subcommittee to level charges against commissioners," and entire matter now is in hands of Justice Dept.

Rep. Harris said he could not see how Justice could keep from taking action on some matters uncovered in committee's seven-week hearing on FCC and individual commissioners. "I don't think anyone by any stretch of the imagination thinks that the question of perjury is not an interesting one and that it will not receive attention," he stated. Subcommittee heard several in- stances of apparently conflicting testimony during hearings on FCC grant of ch. 10 Miami to National Airlines [Government, March 17, et seq.].

First backlash of report was felt Friday when NAB President Harold E. Fellows said association could not pay hotel bills of commissioners and FCC personnel attend- ing April 27-May 1 Los Angeles convention. Commissioners themselves were not avail- able for comment Friday on subcommittee report.

Mr. Fellows said FCC officials, like other program participants not within association ranks, will receive complimentary registra- tions. Delegates' fee is $27.50 ($25 if paid before April 14). This includes three lunches and banquet. "Obviously commissioners cannot be expected to pay for luncheons when they sit at the head table," he added.

In past years, NAB has paid hotel bills of most convention guests from government but FCC members testify they have had to use their own funds despite this courtesy and

Ad Shift for Chesebrough-Pond's

Appointment of William Esty Co. as fourth Chesebrough-Pond's Inc. agency being announced today (Mon.). Effective July 1, Esty takes on Vaseline petroleum jelly from McCann-Erickson, which retains rest of Vaseline products and Pertussin. (McCann also will be named for new prod- ucts.) Compton Adv., which presently has Valcream, will inherit Pond's Angel Skin from J. Walter Thompson Co., which retains all other Pond's products and is in line for new product assignments.

Burnett Gears for Chrysler

Personnel alignment being firmed up Friday at Leo Burnett Co. to service Chrysler Corp.'s institutional account in agency's Chi- cago and Detroit offices. Burnett opened Detroit servicing office in Buhl Bldg. last week with skeleton crew, including Robert

$12 per day government allowance. In its budgeting, NAB estimates $20 per day as minimum cost of supporting staff official outside Washington, with figure usually running $25 upward depending on city and type of activity.

Rep. Harris, with concurrence of Rep. Joseph P. O'Hara (R-Minn.), ranking mi- nority member of committee, said four points outlined in report for further study were "highly controversial" and subcom- mittee needed more information before making recommendations. He stressed re- port "does not conclude our investigation of the FCC." Also, chairman said, committee is not necessarily finished with commis- sioners on misconduct charges "because we do not know what may develop later on."

Report does not follow conclusions reached by former subcommittee chief coun- sel Bernard Schwartz in January memo- randum [Lead Story, Jan. 27], Rep. Harris maintained, in that no charges are made that commissioners violated law.

Subcommittee concluded that it would be "very difficult" to legislate code of ethics, Rep. Harris said. Congressmen felt this could be handled better by FCC itself. However, Rep. Harris took note that uni- form code has been proposed (see page 28) and felt this may be feasible after testimony has been taken from all agencies.

"We will not have further hearings until we do develop the facts," Rep. Harris re- plied when asked subject and date of future hearings. He said staff also has been put to work on Securities & Exchange Commission and Federal Power Commission as well as FCC.

P. Leonhard as account executive. Named in Chicago office on account are Hal Tillson, media supervisor; George Wilcox, assistant media supervisor; Ted Giovan, timebuyer. William Diener and F. Strother Carey previously appointed management repre- sentative and account supervisor, respec- tively.

Lazarow Buys WDDY for $65,000

Sale of WDDY Gloucester, Va., by WDDY Inc. (principal Charles E. Springer) to Cape Radio Inc. (principal Arthur Laza- row) for $65,000 being filed today (Mon.) at FCC. Mr. Lazarow has been announcer past several years at WWJ Detroit and will be chief stockholder, president and general manager of WDDY. Mr. Springer under- stood to be negotiating to buy another Vir- ginia radio property.

Blackburn & Co., station broker, handled sale.

BUSINESS BRIEFLY

Late-breaking items about broadcast business; for earlier news, see Adver- tisers & Agencies, page 36.

YEAST FOR RADIO Two national bakeries go into two seven-week radio spot drives this week and next. Continental Baking Co., Rye, N. Y., kicks off Wednes- day and Ward Baking Co., N. Y., next week. Markets undetermined. Ted Bates & Co. places Continental, J. Walter Thomp- son places Ward.

MOVIE TIME Warner-Lambert Pharma- ceutical Co. (Emerson Drug Div.), Balti- more, placing first Bromo-Seltzer campaign in early and late night movies. Starts April 14 in number of major markets, as yet un- determined.

WAX SHINES TO TV S. C. Johnson & Son (Pledge furniture wax), Racine, Wis., reported starting nine-week spot tv cam- paign in major and medium-sized markets in late April, using daytime minutes and ID's. Agency: Benton & Bowles, N. Y.

ONE-SHOT Clinton Engine Co. (outboard engines and engine toy kits), Clinton, Mich., understood to have bought NBC-TV's The Price Is Right for one time only April 14 (7:30-8 p.m.). Agency: W. B. Donor & Co., Detroit.

WARING TO F&S&R Waring Products Corp., (Waring drink-mixer, shaver, Kar- shave, ice jet, coffee mill, irons and food mixer), N. Y., appoints Fuller & Smith & Ross, N. Y. effective immediately. Account formerly handled by Anderson & Cairns, N. Y. Media plans were uncertain as of Fri- day, but radio and television are definitely being considered. Advertiser was former spot and network television user.

FOAMING OVER Olympia Brewing Co., Olympia, Wash., which earlier had bought Ziv Television Programs' Target series in 35 western markets, is adding six markets starting this week Klamath Falls, Ore.; Juneau, Alaska; Kalispell, Mont.; Yakima and Bellingham, Wash., and Honolulu.

RENEWAL, REPLACEMENT Toni Div., Gillette Co., Chicago, has renewed alternate- week sponsorship of NBC-TV's You Bet Your Life, effective Oct. 2, and Lever Bros., N. Y., has replaced DeSoto as alternate week sponsor of program starting Sept. 25. Program moves from present Thursday 8- 8:30 p.m. spot to Thursday 10-10:30 p.m. next fall. Agency for Toni is Tatham-Laird, Chicago; for Lever Bros., J. Walter Thomp- son, N. Y.

Broadcasting

April 7, 1958 Page 9

PEOPLE

at deadline

Federal Mediator Out to Avert IBEW Strike Against CBS

Effort to prevent possible strike of IBEW against CBS made Friday by Joseph F. Finnegan, federal mediator (story page, 86). He proposed IBEW and network both agree to hold off any strike or lockout and agree to workers' vote on network's latest offer of $5 weekly raise plus another $5 raise in February 1959 and 2Vi-year contract.

Mediator's telegrams to union and net- work said government was concerned over "serious impact" which stoppage of im- portant communications system would have. He asked acceptances of secret ballot pro- posal, with replies expected today (Monday). Request was described as unusual in federal mediation practice.

Two Up for Dist. 1 5 Post

Two nominees for Dist. 15 (N. Calif.; N. Nev.; TH) vacancy on NAB Board of Di- rectors announced Friday. They are Joe D. Carroll, KMYC Marysville, Calif., and W. K. (Bud) Foster, KLX Oakland, Calif. Special election being held to fill vacancy

created by resignation of J. G. Paltridge, for- merly of KROW Oakland and now at KABC Los Angeles. Ballots will be mailed April 8, returnable May 5.

New Off-Air Monitoring Firm

Storyboard Reports, New York, an- nounced Friday it has begun new air-check service for tv and radio advertisers. Com- pany said that both pictures and sound of commercials are taken off air and presented to clients in form of storyboard within 24 hours of broadcast. Storyboard Reports is at 200 W. 57th St., New York 19. Robert Richardson is president.

Kimball, Grant Merge in S. F.

Merger of Abbott Kimball Co.'s San Francisco office with Grant Adv. Inc. an- nounced Friday by Alfred Ducato and Will C. Grant, respective agency presidents. Other Abbott Kimball offices joined Grant March 1. Mr. Ducato will become vice president-manager of West Coast office. Grant assumes 19 new accounts (including KRON-TV San Francisco and Pacific Air Lines).

CHARLES R. DENNY, who took over new post of RCA vice president for product planning on April 1, elected Friday to board of RCA Communications Inc. Former FCC chairman, he had been NBC executive since 1947 and was executive vice president for operations when he moved into new RCA post.

MERRILL A. TRAINER, formerly man- ager, merchandising administration, RCA Industrial Electronic Products, to newly- created post of administrator, plans and co- ordination services, Broadcast and Television Equipment Dept., RCA Telecommunications Division.

RALPH F. MORIARTY, product manager for Walter Baker Chocolate products for General Foods Corp., White Plains, N. Y., appointed marketing manager for GF's S. O. S. Div., Chicago. He will be respon- sible for advertising, sales and market re- search activities. S. O. S. scouring pad and Tuffy (plastic dishwashing aid) are division's principal products.

HAROLD A. SMITH, NBC Central Div. tv sales promotion manager for past 12 years, to radio-tv department of Needham, Louis & Brorby Inc., Chicago, as head of program and merchandising promotion ef- fective today (Mon.).

PRESTON SALZ, formerly with Maxon Inc. and other agencies as group head or copy chief, appointed senior writer at Keyes, Madden & Jones, Chicago.

Payroll for CBS Executives: Paley, Stanton Top Salary List

Chairman William S. Paley and President Frank Stanton were CBS Inc.'s highest-paid executives in 1957 with aggregate pay of $299,807.94 each, proxy statement to stock- holders showed Friday. These payments are substantially same as in 1956 ($300,000.16 each), but amounts paid or set aside for them under pension plan went up, from $16,526 in 1956 to $35,584.77 in 1957 for Mr. Paley and from $12,335 to $24,625.70 for Dr. Stanton.

Proxy statement also revealed that nego- tiations for $20 million purchase of WCAU- AM-FM-TV Philadelphia were handled for CBS by J. A. W. Iglehart, board member, and that he and his firm, W. E. Hutton & Co., will receive $100,000 each if station purchase is consummated. If not, they get nothing for negotiations.

Next to Messrs. Paley and Stanton, high- est paid officers in 1957 were Merle S. Jones, president of CBS-TV (now president of CBS Television Stations), with $94,932.89; God- dard Lieberson, president of Columbia Rec- ords, $89,999.92; Arthur Hull Hayes, presi- dent of CBS Radio, $76,923.24; Arthur L. Chapman, president of CBS-Hytron, $62,- 615.56, and Henry C. Bonfig, CBS Inc. vice president, $54,230.78.

.Louis G. Cowan, named CBS-TV presi- dent last month, was granted option to buy 7,500 shares of Class A stock at $25 per share, exercisable in blocks up to 1,500

Page 10 April 7, 1958

shares per year over five-year period. Stock was selling at $26.25 when option was granted March 12, 1958.

During 1957, report also showed, CBS paid Rosenman Goldmark Colin & Kaye $207,460 as general counsel.

Proxy statement was issued in prepara- tion for annual stockholders meeting April 16. Seven Class A and seven Class B direc- tors to be elected, with following nominated by management: Class A Messrs. Bonfig, Cowan, Hayes, Iglehart, Robert A. Lovett, Millicent C. Mcintosh and Samuel Paley; Class B Messrs. Chapman, Jones, Lieber- son, Stanton, William S. Paley, Ralph F. Colin and Leon Levy.

Payroll for RCA Executives: Sarnoff Alone at $200,000 Mark

Brig. Gen. David Sarnoff's $200,000 salary as RCA board chairman again was tops among RCA executives in 1957, ac- cording to proxy statement issued in prep- aration for annual stockholders meeting May 6.

Next in line were Frank M. Folsom, chairman of executive committee of board, with $165,000 salary plus $15,000 incentive award paid and $60,000 to be earned out; RCA President John L. Burns with $125,000 plus $20,000 incentive paid and $80,000 to be earned out; Robert W. Sarnoff, NBC president, with $125,000 plus $12,273 in- centive paid and $49,227 to be earned out; Elmer W. Engstrom, RCA senior executive vice president, $110,000 plus $10,980 in-

centive paid and $44,020 to be earned out; Charles M. Odorizzi, RCA sales and services executive vice president, $100,000 plus $7,- 840 incentive paid and $31,360 to be earned out; Charles B. Jolliffe, RCA vice president and technical director, $72,500 plus $5,660 incentive paid and $22,740 to be earned out.

(Incentive awards, partly in cash and partly in RCA common stock, are designed to recognize "employes' contributions to success of the corporation's operations." Amounts indicated as paid are first install- ments on awards for 1957; amounts "to be earned out" are installments payable over next four years, as provided in RCA In- centive Plan.)

Law firm of Cahill, Gordon, Reindel & Ohl received $350,000 for legal services in 1957, plus $400,000 for legal services "in connection with certain extended litigations which now are terminated."

John Hays Hammond Jr., RCA director, and his Hammond Research Corp. received $60,000 for 1957 and $15,000 for first quarter 1958 "toward the maintenance of a research laboratory, for consulting and en- gineering services and for rights under in- ventions."

Lehman Bros, and Lazard Freres & Co. received $50,000 each for consultant serv- ices "on various financial matters" in 1957.

Five directors to be elected at annual meeting. Management nominees: Messrs. Engstrom and Odorizzi and John T. Cahill, Edward F. McGrady and Walter Bedell Smith, all incumbents.

Broadcasting

M A T U R I T Y

Maturity makes haste slowly.

We like quick sales, too. But if... from our years of experience .. .we feel too hurried action endangers future success, we say so.

We've found it pays to help clients

choose between hasty decisions ... and wise ones.

AVERY-KNODEL

INCORPORATED

NEW YORK ATLANTA DALLAS DETROIT SAN FRANCISCO LOS ANGELES CHICAGO SEATTLE

The attraction of opposites...

"SEZWHO!"

VARIETY: ". . . One of the zaniest and funniest radio shows heard in a long time." LOS ANGELES TIMES: ". . . One of the brightest half-hours in Sunday listening." N. Y. MIRROR: "There's a brand new smash hit in radio . . . The name of the show is 'Sez Who!' and the gimmick is the resurrection of famous voices and sounds from the past for the purpose of befuddling a panel of wits . . . judged by the critics as the best radio quiz show of 1957." PITTSBURGH POST-GAZETTE: "Some- how or other the panel managed to get more than they missed. Consider- ing all the banter . . . this wasn't bad. It was, in fact, quite remarkable. So was the entertainment level achieved."

Here are two programs at opposite poles. A weekly comedy quiz. A headline-making special broadcast on international affairs. Yet they have a vital ingredient in common. / Both require attention. They are meant to! The entire CBS Radio Network program schedule is designed that way - drama, comedy, personality shows, news in depth. You listen to these programs, or you don't tune in. j And, as reviews attest, there's an excitement about them, an unmistakable sense of things happening. It occurs, uniquely, in one place

"RADIO BEAT"

in all radio today: CBS Radio. / This excitement and Importance— this requiring of attention— has a real lvalue for advertisers. It spells the difference between it ust "being in radio" and selling. And today, when your advertising dollar must work harder to make ales, that's a most meaningful value, j So it's not surprising that in 1957, of the 50 advertisers who use national advertising most, and know it best, more oought the CBS Radio Network and more bought 3 DBS Radio exclusively than any other radio network.

N. Y. TIMES (JACK GOULD) : "Radio was

the platform last night for an im- mensely civilized and fruitful discus- sion of international affairs, a trans- Atlantic conversation among the leaders of the loyal opposition in the United States, Great Britain and France . . . Adlai Stevenson . . . Hugh Gaitskell . . . and Pierre Mendes-France ... on the Columbia Broadcasting System's program called 'Radio Beat' ... In all respects the program was most remarkable and heartening . . . It was as if an international confer- ence were humanized and brought to the perspective necessary for easy and relaxed comprehension in the living room . . . CBS News once again has acquitted itself most handsomely."

The CBS Radio Network

Where you reach 50 per cent more listeners in the average commercial minute

PRETESTED

the adventures of

BRAND-NEW! FIRST- RUN!

SUCCESS I

Saturday Evening Post

Over 650,000,000 readers of Norman Reilly Raine's 65 Tug- boat Annie stories! 27-year run continues by popular demand.

SUCCESS!

Mot/on Picture Feature

Box-office record-breaker in the top motion picture theatres. N. Y. Times— "story superior" —"a box-office natural."

SUCCESS!

Chicago Audience Test

92% of Lake Theatre audience rated "The Adventures of Tug- boat Annie" a TV favorite- certified by Haskins & Sells, C. P. A.

SUCCESS!

CBC TV Network

R. B. Collett, Adv. Dir., Lever Brothers Limited, writes: ' 'excellent viewing audience' ' "general public, through mail and telephone calls, indicates strong appeal for every mem- ber of the family." Tugboat Annie outrates such shows as Perry Como, Gunsmoke, Wyatt Earp, Dragnet, Climax, Disneyland and many, many others in Canada network markets.

TELEVISION PROGRAMS OF AMERICA, INC.

488 MADISON N.Y. 22 PLaza 5-2100 Page 14 April 7, 1958

IN REVIEW

THE CASE FOR THE COLLEGE

The noteworthiness of CBS Radio*s The Case for the College is not that it was an interesting, well-done profile on higher edu- cation. Such programs are a familiar part of the broadcast repertoire increasingly so since Sputnik put the whole country on a science and/or education kick.

It was noteworthy not for how it was done, but why. This was not public service in intent, whatever its results may be. It was an hour-long commercial for higher educa- tion in general and Harvard U. in particular. It was paid for at commercial rates.

In format the show somewhat disap- pointingly— was just what you'd expect: in- terviews with students, before and after their Cambridge exposure; statements by profes- sors; excerpts from classes; reflections of distinguished alumni. At regular intervals there were commercials, called just that, telling listeners that higher education is suf- fering from financial anemia and encourag- ing them to contribute ( 1 ) to the schools of their choice or (2) to Harvard.

Harvard, whose financial resources are the largest in the U. S., is not given to putting up hard cash where it expects no return. That it put such hopes on network radio testifies to its regard for the medium. One hopes it will be justified. Production costs: $16,000. Sponsored by Harvard U. through BBDO on CBS Radio, March 28, 9-10 p.m. Executive producer: Laurence O. Pratt; pro- ducer: William F. Suchmann; coordinat- ing supervisor: George D. Crothers. Participants: Secretary of Defense Neil H. McElroy, Sen. John F. Kennedy, Barbara Ward, Leonard Bernstein.

NO WARNING

"More heart than head" is the way his wife describes the taxi driver hero of "Em- ergency," first program in the No Warning half-hour series of filmed dramas which started last night on NBC-TV. That phrase is a pretty good description of the first pro- gram itself.

Hearing over the radio that an unidenti- fied boy is in the hospital, with his parents being sought for permission for a needed operation, the cab driver calls home, is as- sured that his son is safely at a neighbor's but goes to the hospital anyway. Moved by the helplessness of the injured boy and by the insistance of hospital attendants that there's no time to waste, the cab driver poses as the father and signs the authoriza- tion for surgery. As he gradually realizes the implications of his impulsive deed, ten- sion mounts to the climactic meeting with the boy's real parents.

Elisha Cook's excellent performance as the emotional hero, aided by a fine support- ing cast, Charles Smith's incident-packed story and Fletcher Markle's fast-paced di- rection, swept the viewer along on an emo- tional ride ignoring, if not forgetting, some pretty big holes in the plot structure.

If "Emergency" is typical of the rest of the series (each program will have a different writer, director and star), No Warning may fully realize the formula of "pure suspense

shows without violence" set by Al Simon, its creator-producer. The new series, as well as its new title, started out as an appreci- able improvement over its forerunner of last year, Panic, which never quite lived up to the promise of taut suspense implicit in its title.

Production costs: Approximately $35,000.

Sponsored alternately by Royal McBee Corp. through Young & Rubicam and P. Loril- lard Co. through Lennen & Newell on NBC-TV, Sun., 7:30-8 p.m.

Producer: Al Simon; assoc. producer: Her- bert Browar; writer: Harold Swanton; di- rector of photography: Arch R. Dalzell; filmed at McCadden Productions, Holly- wood.

Cast (for first episode): Elisha Cook, Peggy Webber, Paul Harber, Louise Lewis, Jim- my Wallington, Virginia Gregg, Kay Stewart, John Phillips, Hugh Sanders, James Gavin, Olive Sturges, Gary Hunley, Walter Reed, Dean Howell, Kay English, Ralph Reed.

BOOKS

THE TECHNIQUE OF FILM AND TELEVISION MAKE-UP, by Vincent J-R Kehoe; Communication Arts Books, Hastings House, 41 E. 50th St., New York. 260 pp. $9.

This comprehensive treatment of make- up techniques for both color and black-and- white processes would seem to be a must addition to the practitioner's library. Mr. Kehoe provides detailed information for a multitude of make-up problems, from "progressive old age" to "prosthetic noses." The book is lavishly illustrated, clearly writ- ten and excellently annotated as to specific materials suggested for various jobs, even to where these materials can be obtained in both the U. S. and Great Britain. Though probably of little interest to the average reader, Mr. Kehoe's book is a professional handbook that could be of value to any- one interested in theatrics.

BRAINSTORMING, by Charles Clark;

Doubleday & Co., 575 Madison Ave.,

New York. 262pp. $4.50.

Engineers using talcum powder to allow for smoother operation of their slide rules, housewives using their aluminum Aunt Jemima Cornbread package as a baking pan, and even that rare adman who forsakes his martini on the rocks for Campbell's on the rocks owe it all to "brainstorming."

These and other examples cited in Mr. Clark's book exemplify the effect brain- storming has had on the development of new products and services and new uses for established products. The extent of that effect should surprise the reader of this book.

Brainstorming was conceived by Alex Osborn of BBDO. The author of this book, a friend and collaborator of Mr. Osborn on the latter's books, has made this volume a concise, how-to-do-it manual on "brain- storming." It is not a piece of entertainment, to be read lightly; nor is it a "hidden per- suaders" type "expose." It is simply a guide- book to a "science" for which there can never be a written text.

Broadcasting

resented NATIONALLY BY GILL PERNA, INC. New York, Chicago, Los Angeles, San Francisco, Boston

Broadcasting

April 7, 1958 Page 15

m I

17.8 A.R.B.?

TROUBLE

WITH FATHER

Still out-rating top network, local and syndicated shows-even in fourth and fifth runs-Stu Erwin's "Trouble With Father" proves strip pro- gramming is successful programming. 109 stations in every type of mar- ket have run these 130 films for leading national and regional sponsors.

Ratings prove "Trouble With Father" is still Number 1.

In Indianapolis, "Trouble With Father", in its fifth run, seen at 4:30 PM, pulled a rating of 17.8 against "Do You Trust Your Wife?" with 4.9 and "Movie Time"