Broadcasting Telecasting (Apr - June 1951)

Architect's conception of the new KSFO-KPIX studios. Strictly Business (Continued from page 16) pies, the late Dr. M. G. Gibbs, that Mr. Sanders went to work for the drug firm. That was in 1923. Peoples has been his only place of employment. Beginning as a stock clerk, Mr. Sanders rose to the top by a circuitous route. Along the way, he worked also as a clerk, in window display, the warehouse, and the reclamation and sales promotion and advertising departments. He became advertising and display director in 1940. In 1942, he joined the Army and was post exchange officer at training camps in Atlanta, Tallahassee and Charleston, S. C, before his discharge in 1946. Mr. Sanders lives across the Potomac River from Washington in the pleasant Virginia community of Arlington. His home, a fiveroom, semi-bungalow dwelling, is shared by Mrs. Sanders, the former Grace Phares, and 3,500 books. The Sanders are childless. Book Collection Of these 3,500 books, 2,000 are first editions, which he collects. He is particularly interested in American authors. When he isn't reading, or helping Mrs. Sanders in the flower garden, Mr. Sanders likes to spend his time fresh-water fishing. He is a member of the D. C. Pharmaceutical Assn. and of the Masons, Scottish Rite and Shrine. At present, he is a patron of the Eastern Star Chapter of Washington. Last month he was elected to the office of 1st vice president of the Advertising Club of Washington. About the only chance Mr. Sanders has to listen to the radio is during the 50 minutes spent driving his Buick to and from work. Peoples had tried radio unsuccessfully in about 1937. In 1940, radio advertising was discontinued. "It wasn't so much radio's fault," Mr. Sanders explained, "we just felt that we didn't know how to use it." But Korea came. And ominous world developments glued the na tion's ear to a loudspeaker. In Mr. Sanders' words, "News became a primary factor in everyone's life." So Peoples returned to radio over WWDC Washington. Brief newscasts were given every hour on the half hour around the clock. That was last October. In December, Peoples discontinued the early morning newscasts over WWDC and, instead, began sponsorship of a daily newscast and a news program over WRC Washington. Also in December, Mr. Sanders decided to enter television advertising. Currently, Peoples is sponsoring an afternoon, hour-long feature film beamed at housewives over WNBW (TV) Washington. Is this airwave advertising paying off? Mr. Sanders thinks so. Peoples net sales in 1950 were $47,298,000 and it's too early to give the annual sales for 1951. But the first quarterly figure of $11,845,000 for 1951 is $836,000 above the figure for the same period in 1950. "Sandy," as he is known to colleagues, always felt that "Radio was too strong an advertising medium not to be used." He is glad that Peoples has learned how to use it. CONSOLIDATED net profit of $5,266,491, before federal income and excess profits taxes, reported by Emerson. Radio & Phonograph Corp. and subsidiaries for 26-week period ended May 5, as against $5,121,952 for same period a year ago. After taxes, figures were $2,366,542 ($1.22 a share) compared with $3,048,948 ($1.57 a share) in same 1950 period. NEW BUILDING KPIX-KSFO Home Underway CONSTRUCTION on the new KPIX(TV) -KSFO San Francisco studios has been started. The schedule calls for completion by December, according to Philip G. Lasky, vice president and general manager of the stations. The new radio and television center, located on Van Ness Ave. at the corner of Greenwich St., will be three stories high and will house three large television studios for KPIX, four radio studios for KSFO, and business offices for both stations. The television studios will have no master control. Each studio will be capable of receiving and transmitting individual programs to various sources. The control room, housing all technical equipment, will be centrally located. Engineering features were designed and supervised by Engineering Director A. E. Towne and George Mathiesen of KPIX. Richard Bell, assistant to the president, is supervising the over-all construction. The main lobby, of modern design, will include black walnut panelled walls, a mammoth television screen on one side of the room, terrazzo floors, indirect lighting, fish pond, and hanging garden. All doors from the lobby into studios and other portions of the building will be electrically controlled. An outside deck, completely equipped with technical facilities for outdoor telecasts, will occupy a major portion of the roof-top. ADS Convention RADIO-TV's future will be discussed by NARTB President Harold E. Fellows at the Alpha Delta Sigma national convention June 23. The national advertising fraternity's biennial meeting will be held at Cape Cod June 22-24. In a "dition to Mr. Fellows' talk on "The Future of Radio and Television," the convention w'll hear a panel discussion of "Advertising in War Time." The ADS chapters at Boston U. and Babson Institute will be hosts to the convention. FRAUD BILL House Passes Radio 'Code' THE HOUSE passed and sent to the Senate last Tuesday legislation that would make it a criminal offense to use interstate radio to effect a fraud. The so-called "radio fraud bill" (HR 2948) was passed by the House on consent calendar. Objective of the measure is to "eliminate fraudulent radio advertising in the same manner as schemes to use the mails to defraud are presently barred," according to Rep. Byron G. Rogers (D-Col.), who handled questions on the floor of the House. The proposal was reported by the House Judiciary Committee last April [Broadcasting • Telecasting, April 30]. It would apply to any person transmitting or causing transmission "by means of interstate wire or radio communication" any fraudulent advertising scheme. It also would affect television transmission. Rep. Rogers explained that "the original bill as offered before the committee provided that the radio station owner who knowingly permits such a fraudulent scheme would be in the same category as the one who perpetrated the fraud. This bill eliminates reference to the radio broadcaster since the conspiracy and accessory sections of the Criminal Code now apply to him" [Broadcasting • Telecasting, April 23]. In answer to a query by Rep. H. R. Gross (R-Iowa), Rep. Rogers said NARTB endorsed the new bill. Justin Miller was instrumental in effecting: changes by the committee, principally the change which absolved broadcaster liability. Penalty under the hi1! would be maximum fine of $1,000 upon conviction or five years imprisonment or both. Ladd Organizes Firm ALAN LADD, film star, has organized Ladd Enterprises Inc. to produce motion pictures, TV films and radio shows, but it will not start functioning until completion of his Paramount Pictures contract in November 1952. This enterprise was said to be independent of the film actor's current non-exclusive contract negotiations with Warner Bros. Stipulations concerning television rights, sought by Mr. Ladd, are expected to be compromised. Pie would do a certain amount of television work a year when it does not interfere with motion picture activities. Why buy 2 or more... do 1 big sales job on ' RADIO BALTIMORE" Bho. IVBAL PROTECT YOURSELF, your STAFF, your CLIENTS from the daily hazard of LIBEL, SLANDER, INFRINGEMENT OF COPYRIGHT, INVASION OF PRIVACY Arising from Editorializing, Speeches, Newscasts, Ad libs, Financial Comment, Mystery Plots, Gossipy Announcements, Man-on-the-street Interviews. Hundreds of Broadcasters and Newspapers guard this continuous hazard with our special, tailored-to-the-risk Insurance. USE CAUTION LADY LUCK IS A DESERTER ! IT COSTS SO LITTLE TO BE SURE WITH INSURANCE. For details, write to the Pioneer in this line. EMPLOYERS REINSURANCE CORPORATION Insurance Exchange Bldg. — Kansas City, Mo. Page 62 • June 11, 1951 BROADCASTING • Telecasting