Broadcasting Telecasting (Jan - Mar 1951)

itle fenmar.b WOMEN'S AD CLUB of Chicago asked Jerry S. Stolzoff, new radio-TV production supervisor at Foore, Cone & Belding, to answer question, "Whose baby is TV?" Helping with the answers are Muruel Teschan (1), of Henri, Hurst & McDonald, and Bette Zellers, of Harvey & Howe. NEW ERA Seen For Broadcast Medium After Record 7950 THE broadcast medium, which has just enjoyed its best year, is entering a new era of productive results and service, Jerry S. Stolzoff, of Foote, Cone & Belding, Chicago, told the Nashville Advertising Federation Feb. 28. * Mr. Stolzoff has just joined FC&B as radio-TV production supervisor. He formerly was vice president of Cramer-Krasselt Co., Milwaukee. The year 1950 was "a year of growth for radio," Mr. Stolzoff said. "Eadio advertising results proved to be at an all-time high. Facts prove that radio time expenditures increased more than $28 million. Network volume was off slightly, but spot radio increased more than 10% over the previous year. And local radio increased almost 14% to the staggering total of $205 million spent in this single year. "And 1951 has started off with a rush. Not only has national spot and local business continued to move ahead rapidly, but network business has done an about-face, with the networks clicking off new sales at a near record rate for the 'first 60 days of this year." TV Impact As to TV's impact, Mr. Stolzoff quoted Pulse findings showing radio listenership increasing in television homes. He said fewer than 12 million homes have TV and that group spends no more time watching TV than radio owners spend listening to their radio sets. Furthermore, he noted, TV set owners still spend many hours a week with their radio sets. Mr. Stolzoff said a number of department stores "are recognizing the power of radio to both back up their newspaper advertising and to sell those articles and services that radio can move in greater quantity at lower cost." He listed Schuneman's in St. Paul, Goldblatts and Marshall Field in Chicago, Joske's in San Antonio, Polsky's in Akron, Shillito's in Cincinnati and Lit Bros, in Philadelphia as examples. "More department stores should be using radio on a week-in, weekout basis," he said. "The exciting new development in radio has been the use by advertisers, both nationally and locally, of radio to push special events, special promotions. Some of these advertisers, including several major department stores, have found that an intensive 'push' into radio for one of these special events can turn up outstanding results." The life blood of radio is advertising on a 39 or 52-week basis, Mr. Stolzoff said, but he predicted 1951 "will see as one of its major radio developments a tremendous increase in the number of advertisers using stepped-up campaigns for a week or a month or a season. "From the standpoint of a retailer, radio above all other media affords this opportunity to do a high-powered job of building tremendous interest in a store event or a special purchase. The technique is tested and proved. It consists of early teaser copy following up with around-the-clock announcements even if it is just for a few short days." Mr. Stolzoff predicted rapid development of the eight-second commercial. Paul R. Kuhn PAUL R. KUHN, 61, board chairman of Burnet-Kuhn Advertising Co., Chicago, died last Monday in Durham, N. C, at Duke Hospital. Mr. Kuhn was associated with the Nichols-Finn agency in Chicago before founding his own company in 1916. A brother of the late Bert Kuhn, foreign correspondent, and the late Emanuel Kuhn, former sales manager of Emerson Radio, Mr. Kuhn is survived by his widow, Marion; a daughter, Paula, and a son, James S. SET OUTPUT Drop Seen by Westinghouse DROP OF about 20% in Westinghouse Electric Corp. radio and television receiver set production during the first quarter of 1951 was foreseen by Gwilyn A. Price, Westinghouse president, who, with top members of his staff, held a news conference in New York last week. For the entire year, however, production is not expected to drop over 35%, he said. The overall advertising budget of the company for 1951 will be "10% or more" higher than last year's, Mr. Price revealed. "We are shooting for an overall production increase of about 25%," he added. Electronic tube production is to be given the status of a division and enlarged to fill two new plants which are planned, according to L. E. Osborne, vice president in charge of manufacturing. Increasing material shortages may cause a reduction in the number of radio and television receiver models, James H. Jewell, vice president in charge of sales and marketing, said. Although there would be no reduction during the first quarter of this year in any event, he said. Mr. Price explained that even the company's present radio-TV production rate, which is 20% below that for the first quarter of 1950, had been possible only "because of improvements in chassis design and circuits which have reduced the amount of copper needed for each set, in accordance with regulations of the National Production Authority." But, he went on, "as far as Westinghouse is concerned — and I think our experience applies to many other companies — production of civilian goods so far has continued at a substantial rate, in spite of an increasing load of military orders. $50,000 FIRE Sweeps KFMB Headquarters FIRE which swept through KFMB San Diego's headquarters in the Pacific Square Bldg. early Feb. 23 caused damage estimated at more than $50,000, according to Al Flanagan, program director. He was in charge of the station during the absence of Jack O. Gross, president and general manager, vacationing in Mexico. The control room, where the fire started, was completely destroyed as were the transcription-record library and TV preview rooms. Destroyed also were new AM and TV equipment as well as several feature motion pictures valued at several thousand dollars. Discovered at 4:45 a.m., the fire was under control two hours later. Station went on the air at 7:04 a.m. from its transmitter in Mission Valley. WAPI WAPI commands a bigger average audience, 6 a.m. to midnight, seven days a week, than any other station in bustling Birmingham. (Pulse: November-December 1950.) leads Leads by far in local programming, too. Of the thirty-four locally-produced quarter-hours on "The Voice of Alabama" each day, WAPI is first in thirty-two. all All major categories of local programs show WAPI on top. The toprated disc jockey, news, sports, farm, musical, serial and women's programs are all on WAPI. week Week after week, WAPI shows are Birmingham's best. Pulse gives WAPI 10 of the Top 10 and 17 of the Top 20 locally-produced quarterhours, Monday thru Friday. long BROADCASTING • Telecasting Long accustomed to being Birmingham's most listened-to station, WAPI is also Birmingham's best buy for your product. For details, call Radio Sales or . . . WAPI "The Voice of Alabama" CBS in Birmingham Represented by Radio Sales March 5, 1951 • Page 43