Broadcasting (Jan - Mar 1949)

IN EASTERN NORTH CAROLINA TOBACCO IS KING WGTM Covers This Rich Market . . . with a KingSize Voice! Mutual Exclusive in this Area. Write or phone us or our National Fteprssentailve FINAL GRANTS WDZ Shift Authorized; One Local Approved FINAL DECISIONS were adopted by FCC last week to approve switch of WDZ Tuscola, 111., to Decatur, 111., and grant new local station at Beeville, Tex., to Bee Broadcasting Co. The WDZ ruling was in conformity with the proposed decision of the Commission in that proceed * ing [Broadcasting, May 3, 1948]. Chairman Wayne Coy dissented in both the final and proposed decision. WDZ is assigned 1 kw daytime on 1050 kc. The final action in the Beeville grant, for 250 w fulltime on 1490 kc, was a reversal 'of FCC's earlier proposal to deny the new outlet on engineering grounds [Broadcasting, Aug. 9, 1948]. Comr. Rosel H. Hyde dissented in the final decision. Majority Favors The Commission majority favored the move of WDZ since Tuscola (2,838 pop. 1940 census) would continue to receive primary service from the station when relocated at Decatur (59,305 pop.). An auxiliary studio would be retained at Tuscola, FCC found. On question of some signal overlap with WMBD Peoria, 111., associated in ownership, the majority found the duopoly rule (Sec. 3.35) would not be violated since Peoria and Decatur are distinct trade areas and stations have separate programming and sales operations. Chairman Coy dissented on ground that move was contrary to Sec. 307(b) of Communications Act which calls for equitable distribution of radio services. He pointed out move deprives Tuscola of its only local station while adding a second outlet at Decatur. Comrs. George E. Sterling and Frieda B. CBS Growth (Continued from page 2i) has grown from a single New York station to a network of 30 outlets. "These CBS stations serve major U. S. markets which account for over 50% of our effective national buying power. "CBS-TV advertisers: "CBS-TV billings for . the first quarter of 1949 will be 40 times what it was in the first quarter of 1948. "And thirteen of the sponsored Y shows on CBS today are CBS V package programs. ''These facts summarize the reent trends toward CBS in radio and television. "Yet all these trends implement but one basic, three-year-old CBS policy. "This policy, simply stated, has been to obtain for CBS and its advertisers the best-integrated program schedule in the industry, broadcast over the strongest grouping of stations of any network. "The practical advantages to advertisers of these accomplishments are, we believe, self-evident. "They insure to CBS advertisers the largest audience, at the lowest average cost-per-thousand families, in broadcasting." Hennock did not participate in the final decision. The Beeville grant was made on basis of need for a local broadcast outlet in an area where only one weekly paper is established. The mutual interference with KPAB Laredo and interference to KNOW Austin, Tex., by the proposed station was considered by FCC as not sufficient to warrant denial as it had held in its proposed ruling. The new Beeville station would provide a primary service daytime to some 57,000 persons and nighttime to some 8,100, the Commission found. Comr. Hyde dissented on grounds that the Beeville outlet would impair the reception of KNOW in areas within the Austin trade area and "the effect must be to aggravate the competitive disadvantage of KNOW attributable to its relatively high frequency and low BENNETT ROSNER Gets NBC Promotion Post APPOINTMENT of Bennett S. Rosner as promotion manager of the NBC Radio-Recording Division was announced last week by Donald J. Mercer, director of the division. Prior to joining the network, Mr. Rosner was a partner at Rosner & Hutner Assoc., New York, a promotion and public relations firm. Before that, he was special promotion and exploitation agent for United Artists Corp., and during the war headed the public relations office at an Eighth Air Force base in the European Theatre. Mr. Rosner succeeds Frank W. McMahon, who was appointed to the sales promotion division of NBC advertising and promotion department. power as compared to other stations operating in its market area." Comr. Hyde said that the; application should not be granted unless "an effective means of minimizing interference" to KNOW is found, such as reduction of power suggested by Bee Broadcasting. Bee Broadcasting is a partnership composed of John D. Rossi, Beeville businessman, and V. L. Rossi, Corpus Christi oil man. John Rossi would devote fulltime to the station. Comrs. Paul A. Walker, Robert F. Jones and George E. Sterling did not participate in the final decision. STATE TOURNEY Illinois Prep Gomes on Air BROADCASTING of the Illinois State High School Basketball Tournament by 31 stations was approved at a meeting of representatives of Illinois Broadcasters Assn., the U. of Illinois and the Illinois High School Assn. last Monday. Tournament starts March 17 in Huff gymnasium on the Illinois campus. The following 20 stations have been assigned space (three seats each) in the front row of the gymnasium balcony: WSOY Decatur, WVLN Olney, WMIX Mt. Vernon, WTMV East St. Louis, WBNU-FM Aurora, WTAD Quincy, WJBC Bloomington, WKRS Waukegan, WJOL Joliet, WDWS Champaign Urbana, WFJS FM Freeport, WCRA Effingham, WSIV Pekin, WMRO Aurora, WROK Rockford, WBYS Canton, WJPF Herrin, WDAN Danville, and WKID and WILL, both UrbanaChampaign. Merrill Lindsay, WSOY general manager, who represented the IBA at last Monday's meeting, said WSOY will feed a network consisting of WTAX Springfield, WGEM Quincy, WGIL Galesburg, WCNT Centralia, WLPO LaSalle, WKIL Kankakee and WIRL Peoria. WKID will feed WWXL Peoria, WILA Woodstock and WKRS. FIRST 15 PROGRAM HOOPERATINGS— Feb. 28 Report No. of Stations Program Walter Winchell Original broadcast 26.0 Added by 2nd broadcast 2.1 * McGee & Molly Radio Theatre Jack Benny Original broadcast 22.1 Added by 2nd broadcast 2.9* Bob Hope 267 165 149 167 151 Sponsor & Agency Kaiser-Frazer (Weintraub) S. C. Johnson Co. (NL&B) Lever Bros. (JWT) American Tobacco (BBDO) Hooperating 28.1 26.6 25.1 25.0 YEAR AGO Hooper *|-or — Pos. 11 ating 21.1 29.3 30.5 25.6 +7.0 —2.7 —5.4 —0.6 Godfrey Talent Scouts 150 Duffy's Tavern My Friend Irma Amos 'n' Andy Stop the Music (8-9) (8:00-8:15, 15.4) (8:15-8:30, 16.2) (8:30-8:45, 23.2) (8:45-9:00, 20.5) Mr. DA People Are Funny Mr. Keen Big Town Crime Photog. * Second broadcast to hear program. 160 153 149 174 Lever Bros. (Y&R) T. J. Lipton-Div. Lever (Y&R) Bristol-Myers (Y&R) Pepsodent Div.-Lever (FC&B) Lever Bros. (R&R) Smith Bros. (SSC&B) 177 Eversharp (Biow) 179 Speidel Co. (C&P) 177 P. Lorillard Co. (L&M) 160 Bristol-Myers (DC&S) 164 B. & W. Tobacco (Seeds) 149 Whitehall Pharmacol (D-F-S) 132 Lever Bros. (SSC&B) 163 Tone Div.-Gillette (FC&B) 21.0 26.5 —5.5 3 20.8 18.9 +^.9 14 19.7 20.0 —0.3 13 19.6 21.1 —1.5 10 18.9 23.2 —4.3 7 18.8 18.6 17.1 + 1.5 1? 18.0 13.9 +4.1 32 16.9 11.6 +5.3 51 16.5 14.3 +2.2 28 16.3 10.8 +5.5 59 more than one opportunity "THE VOICE OF THE GOLDEN PLAIN ' WILSON, N. C. 500O Watts -Fuli-Time 590 Kilocycles Serving 1,125,000 People NATIONALLY REPRESENTED BY WEED AND COMPANY Page 54 • March 7, 1949 BROADCASTING • Telecasting