Television digest with electronic reports (Jan-Dec 1952)

5 Advertisers spent $484,400,000 on tv in 1951, including time purchases, talent, production — everything. That’s preliminary report this week from Printers’ Ink, prepared by McCann-Erickson research dept. Estimate puts national TV advertising bill at $360,400,000, local $124,000,000. Total compares with $185,000,000 in 1950 ($131,100,000 national, $53,900,000 local). TV’s increase of 161.8% over 1950 is called “most spectacular gain” among all media. TV’s 1951 advertising expenditures represent 7.4% of record national total advertising volume of $6,548,200,000, which is up 15% from 1950. Radio billings totaled $690,000,000, according to Printers’ Ink ($396,900,000 national, $293,100,000 local), or net gain of 3.4% over 1950. National gained 1.6%, local gained 6%. Radio comprised 10.5% of national advertising budget. Dollar expenditures in other media and their percentage of whole: newspapers $2,226,000,000, or 34%; magazines $562,300,000, or 8.6%; farm papers $24,200,000, or .4%; direct mail $920,500,000, or 14%; business papers, $292,800,000, or 4.5%; outdoor $149,600,000, or 2.3%; miscellaneous $1,198,400,000, or 18.3%. Network Accounts: Kiplinger Washington Agency (Changing Times Magazine) first sponsor to sign for participations in new Dave Garroway show Today starting Jan. 14 on NBC-TV, Mon.-thru-Fri. 7-9 a.m.; Kenwill Corp. (Magikoter Paintroller) starts participations Feb. 18. Kiplinger agency is Albert Frank-Guenther Law; Kenwill agency is W. Earl Bothwell . . . Reichold Chemicals Inc. (synthetic resins, industrial chemicals) sponsors TV version of America’s Town Meeting, starting Jan. 27 on ABC-TV, Sun. 6:30-7 . . . James Lees & Sons Co. (carpets & rugs) Feb. 24 starts Meet the Masters, musical recital series, on NBC-TV, alt. Sun. 5:30-6, thru D’Arcy Adv., N. Y. . . . Vitamin Corp. of America (Rybutal) sponsors Mon. segment of The Goldbergs when show starts Feb. 4 on NBC-TV, Mon.-Wed.-Fri. 7:15-7:30, thru Duane Jones, N. Y. . . . Toni Co., Div. of Gillette Safety Razor Co. (home permanent), starting Jan. 11, sponsors 4:45-5 Fri. segment of Kate Smith Show on NBC-TV, Mon.-thru-Fri. 4-5, thru Foote, Cone & Belding, Chicago . . . Mars Inc. (candy) Feb. 3 starts sponsorship of 5:30-6 portion of Super Circus on ABC-TV, Sun. 5-6, thru Leo Burnett Co., Chicago; on same day, Peters Shoe Co., Div. of International Shoe Co., starts sharing alt. week sponsorship of 5-5:30 segment with Canada Dry Ginger Ale. Respective agencies ai-e Henri, Hurst & McDonald, Chicago, J. M. Mathes Inc., N. Y. . . . General Tire & Rubber Co. sponsors Bill Stem Show preceding major sports events during coming year on NBC-TV; show started Jan. 12 with Jim Thorpe interview before Professional All-Star football game from Los Angeles . . . U. S. Rubber Co. Jan. 13 starts Royal Showcase on NBC-TV, Sun. 7-7:30, thru Fletcher D. Richards Inc., N. Y. . . . Lever Bros. (Surf detergent) Feb. 5 starts sponsorship of noon-12:15 Tue.-Thu.-Fri. segments of Don Ameche-F ranees Langford Show on ABC-TV, thru N. W. Ayer . . . Mutual Benefit Health & Accident Assn, (insurance) Jan. 8 started Bob Considine on NBC-TV, Tue. 10:45-11, thru Bozell & Jacobs, Omaha . . . Bauer & Black (Curad adhesive bandage) Jan. 4 started participation in Cavalcade of Stars on DuMont, Fri. 11-midnight, thru Leo Burnett & Co., Chicago . . . Ekco Products Co. has dropped sponsorship of 8-8:15 portion of Frank Sinatra Show on CBS-TV, Tue. 8-9. New officers of Federal Communications Bar Assn., elected Jan. 11: Arthur W. Scharfeld, president; Fred W. Albertson, 1st v.p.; Vincent B. Welch, 2nd v.p.; John C. Spearman, secy.; Charles F. Duvall, treas.; Leonard H. Marks and George O. Sutton, 3-year terms on executive committee; Clyde S. Bailey, 1-year term on executive committee; Wm. A. Porter (retiring president), delegate to American Bar Assn. Personal Notes: Tom S. Gallery, DuMont director of sports, news & special events, joins NBC as director of TV-radio sports; he was N. Y. Yankees’ business mgr., 1945-48 . . . Glenn D. Gillett has returned to Washington consulting engineer firm of Glenn D. Gillett & Associates after 8-month leave of absence to serve as special electronics consultant to EC A, Paris . . . Ventura Montes has resigned as chief engineer of Circuito CMQ-TV, Havana, to join Radiotelevision El Mundo, S.A., planning new Havana station on Channel 2 (Vol. 8:1) . . . William N. Hylan named Eastern sales mgr., CBS-TV network; Benjamin Margolis promoted to business mgr., CBS-TV Spot Sales, and George A. Kolpin to contract mgr., CBS-TV sales service dept. . . . David Lasley, DuMont Midwest sales mgr., moved to new offices in Tribune Tower this week . . . Stanley Gordini promoted to asst, sales mgr., WTVJ, Miami, Mary Ford to local sales mgr.; Lee Phillips named WTVJ program director succeeding Claude Lucas, resigned; Richard J. Troxel, production mgr.; Lee Waller, asst, program mgr. . . . Harry L. Stone, gen. mgr. of KPHO & KPHO-TV, Phoenix, onetime mgr. of WSM, Nashville, joins ABC San Francisco in executive capacity, John C. Mullins, president, assuming his duties . . . Don Fedderson, v.p. & gen. mgr., KLAC-TV, Los Angeles, reelected president of TV Broadcasters of Southern California; Richard A. Moore, KTTV, v.p.; Tom McFadden, KNBH, secy.-treas. . . . Wendell Parmalee, ex-radio sales mgr., named national sales liaison between TV & radio, WWJ-TV, Detroit; Gabriel P. Dype now asst, sales mgr., WWJ-TV . . . Donald Clancy, an ABC associate attorney, named supervisor of TV & radio contracts, NBC station relations dept. . . . Hollis M. Seavey, Washington director of Mutual, elected president of Radio Correspondents Assn. . . . Comdr. C. P. Edwards, deputy minister, Canadian Dept, of Transport, formerly handling radio matters, a veteran radioman, has retired after 42 years of govt, service .. . William H. Weintraub Jr. placed in charge of TV production for William H. Weintraub & Co., under Carlos Franco, following resignation of Paul C. Monroe to become sales v.p., Liberty Broadcasting System . . . Ben Bodec, onetime Variety radio editor, recently TV-radio v.p. of General Artists Corp., named executive editor of Sponsor Magazine . . . Byron H. McKinney joins N. Y. office, Fuller & Smith & Ross, as supervisor of commercial TV production . . . Colby Lewis named asst, program mgr., WTMJTV, Milwaukee; Joe Fox, TV art dept, mgr.; Wm. McCormack asst, continuity mgr. . . . Murray Heilweil, ex-American Weekly, named an asst. mgr. of mdsg. dept., NBC. Question of racial segregation, never much of problem on radio, came up this week when Georgia’s Gov. Talmadge attacked network TV programs — particularly CBS’s Arthur Godfrey, Ken Murray and Clifton Fadiman shows — as representing “complete abolition of segregation customs.” He noted Godfrey’s Mariners male quartet which includes 2 colored men, said that “Negro men frequently are seen mixed up in the dancing ensembles in juxtaposition to scantily clad females,” asked that Congress be aroused and that sponsors be boycotted. CBS spokesman answered that network didn’t choose performers on basis of race or creed, that it had no “scantily clad females” on programs. Godfrey’s comment: “I’m sorry for his excellency, Gov. Talmadge, but as long as I’m on the show the Mariners are going to stay with me. The Mariners served together on a Coast Guard ship during the war . . . We also have some colored boys fighting in Korea. I wonder if the Governor knows that?” New York Times editorialized: “[Gov. Talmadge] has managed, against all the laws of probability, to get even louder and funnier . . . It’s likely that this attack will give valuable publicity to a number of deserving attractions.”