Broadcasting Telecasting (Oct-Dec 1963)

No.l morning & afternoon STATION 6 AM \1 Noon 26 30 6P» 32 1 HOOpCr JUNE-JULY 1963 BEAUMONT 1 STATION 7 AM. 12 Noon 1 2 Noon 6 PM 1 KAY-C 35.6 45.3 1 STA. 'B* 6.7 4.8 1 STA X 18.2 13.1 ' STA. *D" 0.8 2 0 STA. -E 1 7 2.3 1 STA "F" 30 8 27 0 1 KAYS (Casey) Radio Center P. 0. Box 870 • Beaumont, Texas Affiliated with K-NUZ and K-QUE, Houston In Beaumont call Ed Dittert, TE 3-9421 In Houston call Dave Morris, K-NUZ, JA 3-2581 Nationally call Katz Sold in combination with K-NUZ, Houston! Ask to see Pulse Audience Composition Chicago meeting was Robert E. L. Richardson, who resigned last month as associate counsel to the house subcommittee on investigations. Mr. Richardson's talk on how stations may use ratings safely without getting into trouble was patterned on his earlier presentation in the RAB meeting in Dallas (Broadcasting, Sept. 23). A copy is being sent RAB members. Westinghouse expands its ABC-TV daytime schedule The portable appliance division of Westinghouse Electric Corp. will expand its participating sponsorship of ABC-TV daytime programs this fall because of the success it has experienced this past spring and summer, W. H. Knoerr, advertising manager of the division, reported last week. Two ABC-TV daytime shows, The Price Is Right and Trailmaster are being added to Queen For a Day, The Tennessee Ernie Ford Show and Who Do You Trust. Mr. Knoerr said a highlight of the new campaign will be commercials spotlighting the national introduction of the Westinghouse cordless electric toothbrush. The agency for the division is Grey Advertising, New York. K&E to study use of code vs. noncode stations Kenyon & Eckhardt is conducting a study to determine if it is economically feasible for its clients to restrict their spot radio-TV campaigns to stations that subscribe to the NAB code or have "equivalent" standards. Starting last week, K&E began a study of the cost and efficiency of specific spot schedules if placed only on code or equivalent stations. Each of these analyses will cover such media considerations as cost, coverage, reach and frequency. When completed, each study will be sent to the client in question for its evaluation. Stephens Dietz, executive vice president of K&E, said the study is being undertaken because the agency believes in supporting self-regulation as the best alternative to government regulation in the area of "commercial excesses." He indicated that if K&E analyses show that code or equivalent stations can deliver messages on an economic basis, the agency will recommend their usage to the client. Spot schedules for at least six important clients will be studied by Nov. 15, he said. This basic policy shift, Mr. Dietz said, could become effective this fall and winter for some clients if the move proves to be practicable. Pacific Gas buys 'Battle Line' A regional sale on the first-run Battle Line actuality series has been made by Official Films to Pacific Gas & Electric Co., San Francisco, for seven California markets, Seymour Reed, Official president announced last week. The agency for the sponsor is BBDO, San Francisco. The markets covered in the Pacific Gas purchase are San Francisco, Bakersfield, Chico-Redding, Eureka, Fresno, Salinas, and San Luis Obispo-Santa Barbara, and raises the number of markets in which Battle Line has been sold to 100, according to Mr. Reed. Music goes round and wines pour out Two wine makers are resorting to musical successes of yesteryears in their sales messages this fall. CVA Co. (Cresta Blanca and Roma wines), Chicago, through Clinton E. Frank, that city, will launch a multimillion dollar saturation campaign this fall including radio, TV and newspaper supplements. TV spot buying will be in 25 major markets. Featured in the air campaign will be the "C-R-E-S-T-A (pause) B-L-A-N-C-A" jingle, written by Morton Gould more than 20 years ago. Nelson Riddle provided the revised orchestration that will highlight the advertising program, scheduled to continue through spring. The familiar tune, "That's Amore," is back on radio with a new set of lyrics in a two-state, 12-city saturation campaign for Paisano wine that started in September and will run through next June. E. & J. Gallo Winery purchased the commercial rights to the song from Paramount Music for a 10-year period and an undisclosed sum of money. The Gallo agency, Carson/Roberts, Los Angeles, handled the negotiations for the tune and bought the time on stations in Los Angeles, San Francisco, Fresno, Sacramento and Stockton in California, and in New York, Syracuse, Buffalo, Rochester and the AlbanySchenectady-Troy market, all New York. A number of stations are being used in each market, with 165 of the musical spots on the air each week in Los Angeles alone. Warner Toub, C/R account supervisor, negotiated the deal. Larry Orenstein, C/R creative supervisor, wrote the new lyrics. Bob Emmeneger produced the spot. 42 (BROADCAST ADVERTISING) BROADCASTING, October 7, 1963