Broadcasting (Oct - Dec 1950)

DON'T BEG FOR BONEA'^y-^' ,K tucky town, ^'^^^ ..Bi, Boue" is a real KeuVu^y * » mention in these a ^ «r\VE, we ,be others we men ^^^^^ Bia J u on the map* , Coleg-wise, Dig ,Uy find tt on Sales don't gnaw 7^„„„a's tooth! Bone is clean as ^^„„,Uy, WAVE eoneen To get the real meat « Ken >^ ^^^^.^^ ^ ^ V, 97.county greatest trates on the 27 J Kentncky b gre average ot IMg _bi„ed! the r^FE-.on"' . ,„„Ve really got a B.ngEonisvilletoheel,anayo pet. 3ust>vbistle. 5000 «HTS . "<"^« RESEARCH 'STEW'°""rt£:er RADIO-TELEVISION is depending upon the special test survey committee to get it out of "the stew" over audience measurement, Ted Oberfelder, former ABC director of advertising, promotion and research and just named manager of WJZ New York, declared at the ninth annual luncheon of Pulse Inc. in New York ^ last week. "It is the old, old story of too many cooks," Mr. Oberfelder said, "only in this case each cook is pre. paring his own soup, and when they are done they are all dumped into one huge cauldron. The result is supposed to be a broth to please the palate of all the radio and television industry. Instead we seem to find the entire industry in a stew. "The inevitable conclusion to be drawn about such a situation," he continued, "must be that there is just too much quantitative research being done in radio and television. The mountains of material compiled move across executive and managerial desks from day to day in such volumes that it is often physically impossible to make use of all the information gathered and presented." The necessity of buying all these services in order to keep abreast, Mr. Oberfelder pointed T)ut, is having the effect of "siphoning off . . . research money which could well be put into more constructive channels." He said, " It all boils down to the fact that — based on what the users of quantitative research pay for their rating services — there is too much material to be used intelligently or profitably." Mr. Oberfelder's views were representative of the growing interest in a movement to measure the relative accuracy of Hooper, Pulse, and other audience ratings by a test survey for that purpose [BROADCASTING, Oct. 23]. Report of the special test survey committee, formed at the request of Stanley G. Breyer of KJBS San Francisco, is expected in a fortnight. ANSWERING the hopes of Arnold Reid (r), paralyzed in both his legs and arms, Gordon Baxter of KPAC Port Arthur, Tex., presents him with $1,553.70 that was sent in by KPAC listeners for his benefit. Mr. Reid had requested a tune to be played on Mr. Baxter's Stringbilly Jumbalaya program. In his letter he also mentioned that he was paralyzed and would like to go to Denver for treatment but could not afford it. Mr. Baxter read the letter over the air and played the request. The following day donations began coming into the station and in less than two weeks enough money wos collected. SPECIALIST NEED Akin Cites Army Shortages ACUTE shortages of skilled communications specialists because of peacetime reductions in armed services' strength was gravely felt during the Korean campaign, though equipment itself stood the test well, Maj. Gen. S. B. Akin, chief Army Signal Officer, has declared. In a speech before the Washington Chapter of the Armed Forces Communications Assn. Oct. 18, Gen. Akin also noted that Korean communications were further complicated by mountainous terrain and wide dispersal of troops. Employment of a radio relay system, however, made the operation less "difficult," Gen. Akin said. Radio relay, high-frequency "line-of-sight" transmission, introduced by the Signal Corps in World War II and now in wide commercial use, proved of "outstanding assistance," he noted. WIND Aids Fund COMMUNITY Fund of Chicago has credited WIND Chicago with "an outstanding public service" for donating all available time during the Oct. 22 Philadelphia Eagles-Pittsburgh Steelers professional football game for Fund announcements. Chicago sports editors and columnists on behalf of the Fund, transcribed spots which were interspersed throughout the broadcast when there was no action on the field. Harold A. Moore, general chairman of the 1950 Fund campaign, commended WIND for "one of the most important contributions to to our drive." Why buy 2 or more... do 1 big sales job on "RADIO BALTIMORE" MM Page 42 • October 30, 1950 BROADCASTING • Telecasting