Broadcasting (Jan - Mar 1949)

A Market Well Adapted to Test Campaigns Because It Excels in All Points Surveyed By Sales Management. • From Data Copyrighted 1948 by Sales Management. Further Reproduction Not Authorized. KGAs50.000 Extends and Increases the Market • Any Petry Man Has the Facts ABC AFFILIATE Owned and Operated by Louis Wasmer Radio Central BIdg. Spokane 8, Wash. MBS Billings (Continued from page 26) Advertisers (Cont'd): 3. Bayuk Cigars 1,346,461 4. MUes Labs 1,301,106 5. Carter Products 1,195,913 6. Serutan 1,165,487 7. General Motors 1,021,330 8. R. B. Semler 921,173 9. Kaiser-Frazer 889,996 10. Pharmaco 755,466 11. Mutual Benefit Health & Accident Assn. of Omaha 728,706 12. Quaker Oats 'SS'li? 13. General Foods 704,871 14. Ronson Art Metal Works— 648,448 15. Cudahy Packing 5?5'?52 16. Williamson Candy ^^S'?*" 17. Wander 18. Helbros Watch 19. Johns-Manville ^25,780 20. Shotwell Mfg. 389,084 21. Lutheran Laymen's League 387,874 22. Noxzema Chemical ^^^'nZ'* 23. Trimount Clothing — — — 319,083 24. Radio Bible Class 289,401 25. GiUette Safety Razor ^§I'S7i 26. Voice of Prophecy Slo'rio 27. U. S. Tobacco i.Mlo 28. Coca Cola 247,583 29. Nat'l Coimcil of Protestant Episcopal Churches 231,278 30. Christian Reformed Church 208,451 31. Piedmont Shirt 2"Z',f„ 32. Appalachian Coals ?2o'?^? 33. Revere Camera Jsf'isS 34. Mail Pouch Tobacco Hi'^oS 35. Musterole J??'??? 36. Barbasol 131,111 37. Young Peoples Church of the Air 38. International MiUing 117,956 39. Philco M'Ul 40. U. S. Army Recruiting — l''2.292 41. Armour 99,330 42. Democratic National Comm. 98,765 43. Delaware, Lackawanna & Western Coal 86,246 44. Fuller Foundations 69,002 45. Teen Timers 67,005 46. Peter Paul 64,217 47. Continental Pharma ceutical 60,802 48. Wilson Sporting Goods___ 59,089 49. P. Ballantine 56,298 50. United Electrical Radio Machine Workers of America 51. Hormel 5?'?92 52. Volupte 52,095 53. First Church of Christ Scientist 52,008 54. Curtis Publishing ^hlli 55. H. C. Cole MiUing 46,821 56. Republican National Comm. 45,147 57. E. J. Brach 37,917 58. Doubleday 5S'2s, 59. Progressive Party 32,767 60. Universal Carloading & Distributing 31,200 61. R. J. Reynolds Tobacco— 29,686 62. Conti Products 24,710 63. American Bird Products__ 24,057 64. Perfect Circle ^''25^ 65. Mississippi Tabernacle^— 12,944 66. International Ladies Garment Workers 11,397 67. U. S. Rubber 10,252 68. PUot Radio 9.291 69. Shipstad & Johnson 5,215 70. Penn. Comm. for Stassen_ 2,295 71. CIO PAC 88' 72. Grand Lodge of Free & Accepted Masons 656 73. Pepsodent Div. -Lever Bros. 80 Total $22,769,464 MUTUAL 1948 AGENCY EXPENDITURES 1. Cecil & Presbrey $2,049,850 2. Ruthrauff & Ryan 1,921,219 3. SSC&B 1,523,587 4. Wade Adv. 1,518,538 5. Gardner Adv. 1,381,800 6. Wm. H. Weintraub & Co. 1,362,531 7. Neal D. Ivey Co 1,348,756 8. Kudner Agency 1,279,862 9. Erwin, Wasey & Co 1,267,042 10. Roy S. Durstine Inc 1,165,487 11. Benton & Bowles 704,871 12. Grant Adv. 626,880 13. Swaney, Drake & Bement 531,811 14. Aubrey, Moore & Wallace 526,246 15. Hill Blackett Inc. 489,159 16. J. Walter Thompson Co. 482,078 17. Gotham Advertising 387,874 18. Sherman & Marquette ___ 355,614 19. Stanley G. Boynton Adv. 289,401 20. Maxon Inc. 287,671 21. H. B. Humphrey 283,286 22. Western Adv. 278,917 23. D'Arcy Adv. 247,583 24. Evans Assoc. 208,451 25. Haehnle Adv. 203,349 26. Roche, Williams & Clary. 188,144 27. Walker & Downing 181,828 28. Brown & Bowers 175,168 29. C. Wendel Muench & Co._ 171,652 30. BBDO 150,769 31. Crook Adv. 117,956 32. Hutchins Adv. 106,747 33. Foote, Cone & Belding — 99,410 34. Warwick & Legler 98,765 35. R. H. Alber Co 69,002 36. Buchanan Co. 67,005 37. Platt-Forbes 64,217 38. Arthur Meyerhoff & Co.. 60,802 39. Ewell & Thurber Assoc. 59,089 40. Moss & Arnold Co 55,829 41. Hirshon-Garfield 52,095 42. Alpha Adv. 44,787 43. Geo. H. Hartman Co 37,917 44. Huber, Hoge & Sons 36,022 45. Fredrick Clinton Co. 32,767 46. Raymond Spector Inc 31,200 47. Wm. Esty & Co 29,686 48. Bermingham, Castleman & Pierce 24,710 49. Weston-Burnett 24,057 50. Henri, Hurst & McDonald 17,335 51. Marks & Neese 12,944 52. Furman, Feiner & Co 11,397 53. Campbell-Ewald 10,252 54. Grey Adv. 9,291 55. Smith, Bull & McCreery 5,215 56. Kliuger Adv. 887 57. Direct 656 Total $22,769,464 AFTER 1,095 consecutive full-hour broadcast's on KCKN Kansas City, Lillard Guthrie (I), secretary-treasurer of Pla-Mor Inc., initiates another year's contract with Ben Ludy, general manager of the station. Pla-Mor, a dancing, skating and recreation center, has been sponsoring the Monday through Sunday strip for three years. DON LEE PLEA Asks FCC to Separate, Grant Renewals FCC last week was pondering a petition filed by Don Lee Broadcasting System asking for separation of its long-pending renewal and related applications from what, in Don Lee's view, must be the forerunner of a general investigation of network practices. The petition pointed out that * Don Lee's renewal applications — five of them — have been tied up since Feb. 15, 1946, when the Commission called a hearing to determine whether the network had violated FCC's network option-time rules. The hearing was held in January 1947. Meanwhile, the petition noted, at least 11 other Don Lee applications have become tied up, either directly or indirectly, pending a decision on the hearing. "The long delay," the petition said, apparently is "primarily the result of the fact that the record, although it may raise broad questions of regulation [and of] appropriateness of revision or modification of the Commission's network regulations, does not present any simple issues of violation of these regulations. Extensive Information "These questions are of such scope and character as to require extensive information concerning not merely the operation of petitioner's network but other regional networks and national networks and, particularly, the competitive aspects of network operation." The petition also contends that FCC's present policy, in handling complaints or other information relating to possible violations, is to institute formal or informal investigations to determine whether there is any basis for renewal or revocation proceedings. If this policy had been in effect in 1946, the petition asserted, Don Lee's renewal applications would not be involved in the pending proceeding. The network asked FCC to separate the applications and grant them, the grants to be made without prejudice to "any appropriate action the Commission may . . . desire to take" if and when it com pletes a general network investigation. "Petitioner recognizes that the complexity of the problems of network regulation may preclude an early report or decision with respect to such matters, but submits that the Commission cannot, consistently with its present policies and practices, longer defer action on [these] applications because of the pendency of an inquiry into network practices." Weiss AflSdavit Don Lee President Lewis Allen Weiss said in an accompanying aflSdavit that he would "personally insure" that the company will comply with all FCC rules, particularly the network regulations. He said compliance will be "not merely with the letter, but with the spirit of such regulations as they are now written and as they may be interpreted by the Commission in the future." Applications involved are renewal bids for KGB San Diego, KDB Santa Barbara, KFRC San Francisco, and KHJ and KHJ-FM Los Angeles, and three CP applications: KGB San Diego and KFRCFM and KFRC-TV San Francisco. In addition, action on eight other applications reportedly is being held up till the renewals are acted upon. Two transfer applications also are pending: One filed last June for approval of the transfer of stock from the estate of Donald M. Lee to Thomas S. Lee; and one filed in November for consent to transfer of control from Thomas S. Lee to Mr. Weiss and Willet H. Brown as guardians of the estate of Mr. Lee. The petition was filed by Dempsey & Koplovitz, Washington counsel for Don Lee. Page 48 • January 17, 1949 BROADCASTING • Telecasting