Broadcasting (Apr - June 1950)

AN PA Meet (Continued from page 28) zines ... a potential for newspaper gains well worth going after." And go after them the Bureau's salesmen did. First, they proposed that Sinclair use comic strip ads, ! which the continuing study of newspaper reading showed had attracted far greater average readership than other ads of the same size. Next, they arranged for readership tests in newspapers of Sinclair ads and kept working with the company and its agency until phenomenally high readership was obtained. When a change in Sinclair's distributing methods killed hopes for a nation wide cartoon campaign, the bureau continued to work on the account, hammering home their argument that newspaper advertising can be used only in the markets desired by the advertiser and that they reach everybody in those markets. After several more disappointments, perseverance paid off. A test newspaper campaign produced good results and in this year of 1950 newspapers (are Sinclair's No. 1 medium, a $1 million campaign using 235 newspapers in 145 cities. Concluding this presentation, Sylvester M. Morey, president of Morey, Humm & Johnstone, the Sinclair agency, praised the bureau 'cfor "its farsightedness in developing the continuing study of newspaper reading." Another of the bureau's success stories described how newspapers ;got the beet sugar campaign after the agency, Foote, Cone & Belding, ihad proposed "starting off with a strong blast in newspapers and .then switching to radio to get heavy repetition of our message." Stressing the interest of women in food news in newspapers (another use of continuing study data), the bureau argued, according to the dramatization : "If you're going to break down long standing public prejudice and get over the various points about beet sugar that you need to cover, you will automatically be forced to use pretty long-winded j commercials if you go on the air. That's pretty dull going on the radio. Also, you have a highly regional marketing problem and, as you well know, it's hard to buy good •local spots whenever and wherever you need them." How another type of research information, Industrial Surveys data jon regional variations in the consumption of the various types of ^soft drinks, was used to get more than S3 million of Coca-Cola advertising into newspapers this year, substantially more than in 1949, Wvas described in another bureau presentation. Others dealt with methods used to get the National Biscuit Co. and the various chain store organizations to increase their use of newspaper space. While few broadcasters would find the arguments presented by the bureau convincing proof of the superiority of newspapers to radio as an advertising medium, the success of this cooperatively supported organization in increasing billings for newspapers should encourage the 'publisher broadcasters who attended the session to give their strongest support to BAB and its work on behalf of the whole radio industry. Irwin Maier, publisher of the Milwaukee Journal (WTMJ-AMTV) and vice chairman of the bureau, concluding speaker of the session, told the publishers that "it's too early to say with certainty what effect television will have" and warned them against making any premature conclusions until they have enough facts to go on. The question of the effect of TV on newspaper circulation was raised at Tuesday's meeting of the publishers of newspapers of from 10,000 to 50,000 circulation, to whom Matthew G. Sullivan, circulation manager of the Gannett newspapers, reported that a survey he had conducted produced little evidence of any harmful effects of TV on the sale of papers. The publishers from cities with video service corroborated this conclusion and seemed to agree that circulation losses reported in some West Coast cities were probably due more to raising the price of papers to seven cents a copy than to television. ANPA reported a total of 778 newspaper members, of which 567 have circulations of less than 50,000, 151 of less than 10,000 and 38 of less than 5,000. Hereafter all directors will be elected for three-year terms. The 28th place on the board is automatically held by the president of ANPA. Directors elected Wednesday are : For one-year term ending April 1951. E. Bartlett Barnes, Bristol (Conn.) Press W. A. Butler, Holland (Mich.) Sentinel Sidney F. Harris, Ottawa (Kans.) Herald P. L: Jackson, Portland Oregon Journal (KPOJ-AM-FM) Samuel H. Kauffmann, Washington Star ( WMAL-AM-FM-TV) John G. Meilink, Cleveland Press Roy D. Moore, Brush-Moore Newspapers (WHBC-AM-FM Canton, Ohio) Eugene C. Pulliam, Indianapolis Star (WIRE) Irwin Maier, Milwaukee Journal ( WTMJAM-FM-TV ) For two-year term ending April 1952. Philip Chandler, Los Angeles Times (KTTV (TV)) L. N. Bitner, Elmira (N. Y.) StarGazette (WENY-AM-FM) Lester G. Bradley, San Diego TribuneSun & Union (KSDO-FM-AM) E. M. Dealey, Dallas Morning News (WFAA-AM-FM) F. M. Flynn, New York Daily News (WPIX (TV)) D. R. Merrill, The Detroit News ( WW J-AM-FM-TV) Linwood I. Noyes, Ironwood (Mich.) Globe George F. Russell, Tacoma News Tribune (KTNT-AM-FM) Richard W. Slocum, Philadelphia Bulletin (WCAUAM-FM-TV) Mr. Slocum also was elected chairman of the Bureau of Advertising board of directors. For three-year term ending April 1953. Chesser M. Campbell, Chicago Tribune (WGNAM-FM-TV) Stuart M. Chambers, St. Louis PostDispatch (KSD-AM-FM-AV) Williams Chandler, Scripps-Howard Newspapers Clarence Hanson Jr., Birmingham News & Age-Herald (WSGN-AM-FM) William R. Hearst Jr., New York Journal American E. B. Stahlmean Jr., Nashville Banner J. Hale Steinman, Lancaster (Pa.) Newspapers (Steinman Stations) Joyce Swan, Minneapolis Star & Tribune Walter White, Lincoln Star (KFAB) Ex-officio: Edwin S. Friendly, president, ANPA. 730 KC GRANT Easley Files Protest With FCC PROTEST against FCC's grant of 500 w daytime on 730 kc to Arthur Wilkerson at Lenoir City, Tenn., has been filed with the Commission by Robert L. Easley, consulting engineer at Columbia, S. C, and 30% owner of WRNO Orangeburg, S. C. He asked the grant be set aside. Mr. Easley charged the station, * WLIL, had been built and unlawfully operated prior to FCC's grant and that the applicant later "used a false statement and influence on certain of the Commission's staff to promote a grant without hearing" and "without a complete investigation having been conducted." The petition alleged Mr. Wilkerson told FCC he had been "incorrectly informed and ill-advised" by Mr. Easley, who had prepared part of the application, assisted in building the station and supplied certain equipment. Mr. Easley charged he had correctly informed Mr. Wilkerson of the Commission's rules several times and warned of violations. He contended the contrary representations allegedly made to FCC were being widely circulated by the applicant and unless corrected would damage his engineering practice. The petition said Mr. Easley traded "engineering services and broadcast equipment for merchandise and money" with Mr. Wilkerson and alleged the latter "tried to collect again" for the merchandise "claiming falsely he had not been paid." Mr. Easley has caused a state arrest warrant to be issued and the matter "has not yet been determined," the petition said. Wilkerson Reply In a reply brief, Mr. Wilkerson admitted he did erect the station prior to grant of the permit, but stated he acted "pursuant to the advice and counsel" of Mr. Easley and "denies most emphatically" that Mr. Easley "warned him not to proceed with this work." Mr. Wilkerson told FCC he did not know of the violation until so informed by Commission field engineers, at which time he took down the tower, removed the transmitter building and dug up the ground system. The WLIL owner contended that if Mr. Easley had known the actions were violating FCC rules he should have reported them to FCC. Mr. Wilkerson alleged Mr. Easley "was personally testing the transmitter when detected." Mr. Wilkerson further denied making false representations to FCC concerning the matter at any time and did not attempt to avert a full investigation. He also asserted he "has not widely circulated any reports or statements concerning" Mr. Easley "which are not true." The reply stated Mr. Wilkerson has charged Mr. Easley with "fraudulent breach of trust" in Loudon County, Tenn., and that Mr. Easley has been indicted by the grand jury of that county. The brief said the consulting engineer is under $2,000 bond and his trial is set for the week of May 22. Concerning the warrant for arrest which Mr. Easley said he has caused to be issued, Mr. Wilkerson stated he has not been served. He added he was served with two other such warrants but that Mr. Easley in each instance failed to appear at the preliminary hearing with the result both were dismissed for want of prosecution. SCOTT RUSSELL WESC President Dies SCOTT RUSSELL, 54, president and treasurer of WESC and WESCFM Greenville, S. C, died suddenly at Greenville on April 21. He was majority stockholder of Greenville Broadcasting Co., the licensee firm, which founded WESC in 1947 and WESC-FM in 1948. Two sons, James S. and Ben S., are among the minority stockholders. Mr. Russell, a native of Atlanta, was an attorney and manufacturing executive before entering the radio field. He formerly practiced law at Macon and was executive vice president and subsequently president of Bibb Mfg. Co., Macon, until he resigned in 1943 to become counsel for the Senate Committee on Postwar Economic Policy and Planning. He later served for a time as manager of the Aeronautical Chamber of Commerce of America and practiced law in Washington from January 1945 until he moved to Greenville to operate WESC. May 9: BMB board meeting, New York. May 9-11: IRE-AIEE -RM A Conference, Dept. of Interior Auditorium, Washington. May 22-23: North Carolina Assn. of Broadcasters annual convention. Chapel Hill, N.. C. May 25-26: Virginia Assn. of Broadcasters annual meeting, Tides Inn, Irvington, Va. May 31June 2: Forty-sixth annual convention, Advertising Federation of America, Statler Hotel, Detroit. June 1-3: Assn. of Women Broadcasters seventh annual convention. Hotel Cleveland, Cleveland. June 5: Pennsylvania Assn. of Broadcasters annual membership meeting, Bedford Springs, Bedford, Pa. BASEBALL SOUND EFFECT RECORDS 10. [2 Order C.O.D. today while supply lasts CHAS. MICHELSON, Inc. 23 WEST 47th ST., N. Y. 19 PL 7-0695 5 D/F SPEEDY-Q DISCS COVER ALL REQUIREMENTS or ea] BROADCASTING • Telecasting May 1, 1950 • Page 85