Broadcasting Telecasting (Oct-Dec 1959)

WEEK IN BRIEF. Mr. Geissinger The 'Big Lie' won't sell goods * You can shout false ad claims long and loud, but they won't move the goods, despite Hitler's theory about propaganda. A page from the history of hotly competitive automobile selling in Southern California is reviewed by W. B. Geissinger, president of his own Los Angeles agency, to prove Hitler's theory false. He tells about it in this week's Monday Memo. Page 25. Study of the tv audience • TvB distributes massive report that statistically profiles the makeup of the tv audience, telling also how many people watch and how much, what percentages of men, women, teenagers and children watch and how much they view. Page 35. The smart money • Experts are closing in on a system to forecast sales returns on the advertising dollar. Richard Casey of Benton & Bowles tells the Advertising Research Foundation conference that a breakthrough may be at hand. Leo Burnett's Seymour Banks suggests ground rules for media measuring. Paul Gerhold of Foote, Cone & Belding calls for judgements in using yardsticks available now. Page 36. $3 billion in 4 years • That's what Richard P. Doherty, president of TVRadio Management Corp., Washington, sees for radio-tv advertising by 1963. Page 45. TIO's new boss • A look at Louis Hausman, head of new Television Information Office: How he operates, what he's done, how he's apt to approach the job of running television's biggest undertaking. Page 54. Rolling tv studio • Red Skelton orders mobile studio with two Ampex color Videotape recorders and three General Electric color tv cameras. He plans to enter international tv program production. Page 74. Tv export plans take shape • William H. Fineshriber named consultant to committee organizing association of American television program exporters. His job (with a 10-week tenure) : to set the stage for organization which would attempt to cut down trade restriction, open foreign markets for U.S. tv product. Page 79. Shades of the Blue Book • Canadians are going to hold broadcasters firmly to program commitments, say leading members of Board of Broadcast Governors. BBG also "reserving" two hours during prime three-hour nighttime segment. Page 97. Looking and listening, fourth quarter • The programs, the schedules and the sponsors for the television and radio networks during the final quarter of 1959 are detailed in the Network Showsheets. The specials on the tv networks during October and November also are listed Page 103. FCC's radio financial report • Here is the complete market-by-market breakdown of radio station revenues, expenses and income during 1958 as reported by FCC. The report covers 3,197 stations and shows revenue from networks, national and regional advertisers and local sponsors. Expenses and net income before federal taxes also are shown. Page 114. DEPARTMENTS AT DEADLINE 29 BROADCAST ADVERTISING 35 BUSINESS BRIEFLY 40 CHANGING HANDS 58 CLOSED CIRCUIT 5 COLORCASTING 82 DATEBOOK 10 EDITORIAL PAGE 126 EQUIPMENT & ENGINEERING 84 FANFARE 100 FATES & FORTUNES 89 FOR THE RECORD 109 GOVERNMENT 86 LEAD STORY 35 INTERNATIONAL 97 THE MEDIA 54 MONDAY MEMO 25 OPEN MIKE 20 OUR RESPECTS 125 PLAYBACK 22 PROGRAMMING 74 WEEK'S HEADLINERS 32 01 HELP YOURSELF to a TRIPLE SCOOP in MICHIGAN BATTLE CREEK JACKSON Dip in wHh.ymXi^r} Get a generous scoop in three major metro areas — Loosing, Battle Creek and .Jacksor). At each point of Michigan's Golden Triangle, WUX-TV operates "live" studios, delivers citygrade signal and leads with dominant NBC programming. Mark The»pWlLX-TV MARKET FACTS: POPULATION: IJf/i largest in the U.S. (according to SRDS Consumer Market Data) RETAIL SALES: 12th largest in the U.S. (according to Sales Management Survey of Buying Power) TV HOMES: 28th largest in the U.S. (according to Television Age 100 Top Markets data) contact VENARD, RINT0UL & McCONNEll, INC. WILX-TV Channel 1© Associated with WILS— Lansing WPON— Pontiac BROADCASTING, October 5, 1959 7