Television digest with electronic reports (Jan-Dec 1959)

Record Details:

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2 vhf. Reasons; (1) Radio is just another tool to them, a nice one to be sure, but it isn't life-&-death. (2) It wouldn't be good public relations to let public get impression that industry has designs on TV's lebensraum. But even the electronics manufacturers find themselves a bit schizophrenic on the subject. One division of a company makes TV & radio sets, would like to stimulate its market with more stations. However, TV-radio is now a slim profit business, while industrial radio is a real comer on the overall balance sheet. FCC has in process a massive inquiry into uses of whole 25-890-mc band, which includes just about everything: TV, FM, military, industry, etc. Purpose is to see whether it should be rejuggled for greater efficiency. The whole uhf-vhf TV hassle is involved, along with industrial radio demands. Some 70 parties have filed statements, and an oral hearing is due to start early this year. This probably will be a marathon, running in f its-&-starts for months. For some of the new kinds of industrial services sought, see page 6. HEAVY ARTILLERY IN MEDIA BAHLE: If you think the barrage of sniping at TV by so called "competing" ad media is coming to a close — you ain't seen nothing yet! Biggest newspaper promotion campaign yet is being kicked off by Newspaper Advertising Executives Assn, in wake of 3day pep rally in Chicago this week. The theme; "total selling." The pitch: win ad dollars back from TV. Magazines, too, plan stepped-up campaigns with some anti-TV overtones. Magazine Advertising Bureau will soon release results of pilot research study aimed at determining value of magazine readers — as opposed to TV viewers and newspaper readers — as potential customers. Based on this research, theme of upcoming magazine ad campaign is expected to be; The easier a person is to reach, the less important he is as a prospective customer. A loosely-knit group of magazines — including Look, Readers Digest, Saturday Evening Post (all of which indulge in promotion via TV) — plan campaigns in their own pages damning TV with faint praise. Theme; We love TV — but people who are doers (as opposed to viewers) are those who read magazines. TV-radio 's own promotional organizations — TvB and RAB — also aren't above taking a little slam at their advertising competitors. When ANPA's Bureau of Advertising cited recent New York and Grand Rapids newspaper strikes to illustrate "indispensability" of newspapers, TvB shot back with statistics showing retail sales increase during strike in New York (as compared with preceding year) and 3% decrease following return of newspapers. RAB has published 4-page newsletter telling how New York business survived strike during busy Christmas season — thanks to radio. One of most statesmanlike and effective answers to inter-media bickering was full-page plea in major newspapers this week for "peaceful coexistence" of all media — including future medium of telepathy — by station rep. Edward Retry & Co. (p.4). CBS-TV AFFILIATES CONSIDER OWN REP SETUP: If FCC knocks CBS & NBC out of the spot rep business, as recommended by its network study staff, affiliates repped by networks aren't likely to become plums dropped into the laps of independent reps. At least that's their intention, as indicated by dickering going on. CBS affiliates are most active in the field, and one of their favorite plans is to take over CBS-TV spot sales personnel and run their own independent rep firm. Important question: Would CBS throw its owned-&-operated stations into such a pot? "Not beyond the realm of possibility," says CBS-TV stations pres. Merle Jones. He adds, however, that he doesn't expect FCC to amputate spot sales. He's quite emphatic about one thing — and that is CBS's intention not to turn its own stations over to existing reps. NBC reports that its affiliates have made no similar move. Station Representatives Assn. , which fought during FCC hearings in effort to drive networks out of rep business, wouldn't or couldn't complain about establishment of a new rep to handle stations now repped by CBS spot sales. That's the re