Broadcasting Telecasting (Jan - Mar 1951)

NETWORK GROSS 1:2s NATIONWIDE radio networks had gross time sales of 8183,358,922 during 1950, Publishers Information Bureau reports. Sums represented a decrease of 2.4rr from the 1949 gross of $187,800,329. Gross time sales of three TV networks (ABC, CBS and NBC, with DuMont not reporting) rose * 235.5 rc over the 1949 gross of all with the 1949 four-network total four networks, according to PIB. of 812.294,513. PIB network-byThe 1950 TV three-network time network breakdowns for both radio sale total was 840,453,878, compared and TV follows: * * * NETWORK RADIO December December Jan. -Dec. Jan. -Dec. 1950 1949 1950 1949 ABC S2,752,288 S3, 656,492 S35,124,625 S42,342,854 CBS 6,544,490 5,774,939 70,744,669 63,403,583 MBS 1,312,393 1,345,810 16,091,977 18,040,596 NBC 5,063,845 5,631,643 61,397,651 64,013,296 TOTAL S15,673,016 S16,408,884 S183,358,922 SI 87,800,329 NETWORK TELEVISION December December Jan. -Dec. Jan. -Dec. 1950 1949 1950 1949 ABC SI, 140,464 S219,337 56,470,510 SI, 391 ,991 CBS 2,269,022 568,713 12,797,556 3,446,893 MBS 106,750 955,525 NBC 3,274,877 1,026,366 21,185,812 6,500,104 TOTAL S6,684,363 SI, 921, 166 S40,453,878 S12,294,5U KWBB OPENING Delayed Until March 15 DEBUT of KWBB Wichita, Kan., as a 1 kw independent affiliate of the Wichita Beacon, originally scheduled for this month, has been delayed until March 15. Station will operate fulltime on 1410 kc. Keying preparation to a format of news, music, sports and special events. KWBB will use AP news service, and Thesaurus and Capitol transcription libraries. General Electric transmitting and studio equipment and RCA turntables will be used. John E. Pearson Co. has been appointed national representative. Levand President Louis Levand, publisher of the Beacon, is president of the new station. Other executive personnel include Milt Hall, formerly with KOA Denver and KSBW Salinas, Calif., vice president and general manager; Merritt Winsby, Wichita businessman, secretary-treasurer; Don Wells, formerly with KSBW. station program director. and Ralph McClellan, chief engineer. Organization of the KWBB commercial department also is underway, with addition of Bob Discussing progress plans for March opening of KWBB Wichitaas 1 kw independent outlet are (I to r) Messrs. Hall, Wells and McClellan * * * Bennett, f o r m e r commercial manager of KSIJ Gladewater. Tex., and Fred J. Langan, who served in a similar capacity at KMAN Manhattan, Kans. WWRL New York announced a 15r'r increase in gross business for 1950 as compared to 1949. Greatest commercial increase was reported in the Spanish language programs, which comprise 34% hours of WWRL's weekly broadcast schedule. Station also devotes 22 ^ hours to Negro programs. AM'S FUTURE 'Bright, Long/ Dennis Says AURAL broadcasting has a "long and bright future as long as stations and networks serve their advertisers and tune-in their own audience," Gene Dennis, account executive at R. J. Potts, Calkins & Holden. Kansas City, asserted at the Chicago Radio Management Club meeting Wednesday. In a resume of his own radio and advertising experiences, Mr. Dennis concluded also that stations and representatives must "gather and give the sales ammunition"' to the agency. The time has come for radio "to arrive at an honest, reliable, comprehensive system of surveys which are indisputable," and announcers, producers, agencies and packagers should "accentuate the current rebirth of honest radio programming with commercials that have selling sense," he said. Citing Arthur Godfrey as an example. Mr. Dennis said his copy is straightforward, homey, light and full of salesmanship. Cites Competition Pointing out that there are "15 sharp salesmen shooting for each advertising dollar." Mr. Dennis asked for advertising to be backed up locally with dealer cooperation and shelf-level promotion. Both radio and television can create "product patriotism." but they need local help, the speaker said. Citing definite need for "pre-planned sales pitches from stations and reps." With the upcoming decline in available manpower, the industry needs more and better trained salesmen and fewer of the "over-zealous, sharp-shooting type that bypasses agencies and goes to the client." Mr. Dennis asserted. "Fabulous penny ante deals and sales offers that more often belong in the gutter than in agency offices are hurting radio." he added. JWT STUDY Cites Economic Expansion OVER-ALL economy can be expanded, in spite of certain shortages, a study of marketing potentialities for 1951, published annually by J. Walter Thompson Co., New York, indicates. To meet this challenge business must raise its sights and, rather than "business as usual," the country must have unusual productivity, the pamphlet suggests. The report, called "Marketing in a Defense Economy," was written by Arno Johnson, JWT director of research. It shows that it is not only necessary and justifiable for business to increase productivity (with a resultant expansion of our economy) but it is an obligation business must assume to improve our defense. It points out the part selling must play in the overall picture. Copies are available upon request to JWT. TYRRELL KRUM Former NBC Newsman Dies TYRRELL KRUM. 50. formei NBC veterans' news commentatoi and prominent Virginia Republican, died of a heart attack Jan. 23 at Quantico Marine Base. Quantico. Va.j where he was working on an exhibit for the Marine Corps League. Mr. Krum. newspaper reportei and veteran of both World Wars had a program entitled Yeteram Adviser from April 1945 to January 1948. which originated ir Washington and was carried b\ over 100 NBC stations. Startim in January 194S. his commentaries were a part of an NBC show callec Veterans Journal. A native of Pontiac. 111., Mr i Krum was graduated from North1 western U. and from the Chicag. U. Law School. Surviving is hi: widow, the former Harriet Swift of Vienna, Va. The book appeafc different groups circulation. That men, agency time other radio-TV joun You reach them BROADCASTING a eve-y one where in radio-TV hangs his hat where everyone in radio-tv hangs his hat Symbolic? Sure. Bur true. BROADCASTING TELECASTING has been Hie common meeting ground of everyone concerned with radioTV since 1931, with equal magnetism to all the radio-TV. It's a balanced kind of eludes advertisers, agency account uyers in greater numbers than any I. II with a single roll down the Page 38 • January 29, 1951 BROADCASTING • Telecastin