Broadcasting (Oct - Dec 1945)

D. C. Zoning Hearing HEARING on petitions of RCA and Chesapeake & Potomac Telephone Co. to amend District of Columbia zoning regulations to permit antennas in residential areas will be held Nov. 21 by the District Zoning Commission. Limited right to build towers has been granted television and FM. TV in Polio Fight EMPLOYING television to promote 1945 Sister Kenny Foundation fund appeal to fight infantile paralysis, a Tele-Cine production, Nor All Your Tears will be made available to television stations nationally. Announcement was made by Patrick Michael Cunning, named drive chairman of television division by Bing Crosby, national chairman. Original story is based on script by Marcia Drake. Mr. Cunning is director-producer. Drive opens Nov. 22. Raibourn Thinks That Television Will Prove Most Effective Advertising Form bines sight, as they " do, with the attention value of sound and action, which they do not. "Advertising experts estimate the ratio of television to radio all the wav from three to ten times the selling value. In 1929 when radio sound broadcasting sets cost over $150 apiece, over 4,000,000 sets were sold, although at that time only $42,000,000 was spent on broadcasting operations and programs combined." In conclusion, Mr. Raibourn demonstrated that "it costs the sponsor less than 0.2 cents to have a customer hear his message, interspersed with more interesting material, for one quarter of an hour." A comparable job in newspapers would cost 0.7 cents, in magazines 0.25 to 0.3 cents. PAUL RAIBOURN, president of Television Productions Inc., told a meeting of the AAAA in Los Angeles, Nov. 14, that television has a field in sponsored advertising that is as large as the dreams of its enthusiastic promoters. "There is an immense amount of money— $3,000,000,000 per yearspent on services with which television will be competitive," he said. "This money is now put up about 50% by the public, 50% by sponsors. "Although radio and sound broadcasting is a more inexpensive and faster growing advertising medium to reach the general public than any other, television can cost considerably more than radio sound broadcasting and still not exceed the costs to sponsors for the same effect obtained by magazines and newspapers, since it com C*W to' P'P " 6°3 »«? °* Yes, it's a far cry from the tales of "wide open spaces" to the real Texas story! For example, more Texans are creating wealth in WOAI's daytime primary area than the combined population of these key markets: Washington, D. C; Buffalo, N. Y.; Richmond, Va.; Springfield, Mass., and Canton, Ohio. In this area — the Central and South Texas market — WOAI sells more merchandise to more people than any other station — at a lower cost per sale! 50,000 WATTS CLEAR CHANNEL NBC AFFILIATE MEMBER TQN OAI Represented Nationally By EDWARD PETRY & CO. The Powerful Advertising Influence of the Southwest BEAUTY METHODS Demonstrated on TV Show By Chicago Store BEHIND-THE-SCENES shots in a beauty parlor were televised this month in the first video program produced by The Fair Store, Chicago. Hector Suyker, president of The Fair, said the store was experimenting with television to get experience in this type of merchandising and that plans are being made for expanded use of TV as the number of receiving sets increases. The show, presented on WBKB Chicago at 3:45 p.m., promoted the Rose Laird line of cosmetics and brought a score of complimentary letters. Miss Laird, 79-year-old beauty expert, gave a demonstration on proper makeup and beauty care, using two teen-age girls as models. Scheduled to run 15 minutes, the show was allowed to run 12 minutes overtime. While the program was The Fair's first major production, the store previously had sent slides of window and counter displays to WBKB for use as station breaks. There are approximately 400 video receiving sets within range of WBKB. TV Programming EXPERIENCE in the techniques of television program production is reviewed and evaluated by Richard Hubbell in his illustrated book, Television Programming and Production (Murray Hill Books, New York; $3). Mr. Hubbell says that "by analyzing the fundamental nature of television, by evaluating the progress made, and by suggesting practical ways in which the techniques of television may be improved" he has attempted to furnish a foundation on which broadcasters, advertising men, writers, directors, actors, designers, students, technicians, and radio, theatrical and motion-picture people may build their television plans and projects "more rapidly and astutely." Mr. Hubbell, production manager and television consultant of Crosley Corp., Broadcasting Division, is the author of 4-000 Years of Television. He was with WOR and WQXR New York for several years and was with the original television group at CBS for three years. He has been a television consultant for private clients and for magazines and advertising agencies, a motion-i picture director, a magazine editor,! and a writer and radio director fori an advertising agency. He was co-| ordinator of the first Television Seminar sponsored by Radio Execu tives Club of New York. Page 28 • November 19, 1945 STUDIO of Dramatic Arts, New York has added a 16-week course in televi sion acting, which started Nov. 7 unde the direction of Dr. John Reich, pro fessor at New York U. and former di rector at WCBW New York, CBS vii station. BROADCASTING « Broadcast Advertising