Broadcasting Telecasting (July - Sept 1951)

CITRUS ADV. Half Million for Radio-TV HALF MILLION dollars has been earmarked for radio and TV advertising during the coming fiscal year by the Florida Citrus Commission, with current ad schedules in 14 major northeast and north central markets renewed. Meeting in Lakeland June 22, the commission approved a $2 million advertising budget, of which 25r'r was allocated for radio-TV, 23% for newspapers, 28% for magazines and the remainder for ethical and trade advertising. The increased use of radio and TV was described by Ralph Henry, acting advertising manager, as the result of "many requests from trade factors for this type of advertising— especially TV." Mr. Henry was appointed acting advertising manager following the resignation of Dawson Newton (see Agency Beat, page 10). Commission's consumer advertising is handled through J. Walter Thompson Co., New York. The commission's advertising year, formerly beginning each November, was changed to coincide with the beginning of the fiscal year, July 1. Income for Florida citrus advertisingis derived from a per box assessment on fruit sold during the season beginning in September. Campaigns will be aimed at increasing consumption of Florida oranges, grapefruit and tangerines. KRAFT HEADS New Fort Industry Office PLANS for the opening of a Fort Industry Co. sales office in Chicago and the appointment of Reynold Kraft to head it were announced last week by Lee Wailes, Fort Industry vice president in charge of operations. The office is to be opened in about two weeks. Mr. Kraft, veteran radio and TV executive, who resigned recently as vice president in charge of television activities of the Paul H. Raymer Co., will report to Tom Harker, vice president and national sales director, in New York. Mr. Kraft served with NBC for 13 years — eight with the radio network and five as TV sales manager. In the latter post he was" credited with several TV sales "firsts." Mr. Kraft Sterling Drug Renews STERLING DRUG Inc., New York, for the third successive year, is renewing My True Story, 1010:25 a.m. five times weekly on ABC, for 52 weeks. Dancer-Fitzgerald-Sample, New York, is the agency. Drawn for Broadcasting • Telecasting by Sid Hix NIELSEN COMPARES '48 AND '51 Issues National and N.Y. Radio Figures A. C. NIELSEN figures comparing 1948 and 1951 radio ratings on a national basis were released last week after The New York Times published C. E. Hooper Inc. figures for the New York area to show "the deterioration of the network radio situation in New York" (story page 56) . Nielsen Co. also released figures on the New York area. Certain differences in the periods and New York areas sampled in the two surveys were noted. The period during which the Hooper samples were taken was that of "late winter and early spring," whereas Nielsen figures represent the month of March for 1948 and 1951, respectively. The Nielsen radio ratings were as follows : MARCH 1948 AND MARCH 1951 COMPARISON AVERAGE AUDIENCE BASIS New York Station Area National Program '48 '51 '48 Jack Benny Amos 'n' Andy Talent Scouts Radio Theatre My Friend Irma Bob Hope Fibber McGee Big Town Groucho Marx Bing Crosby Average (Percent change — 67.9) TV Non-TV Total Homes Homes 22.5 7.6 21.2 13.6 2.4 17.3 15.7 4.2 22.8 13.2 1.4 17.1 23.6 6.8 21.8 13.2 3.4 16.3 27.2 6.9 25.6 15.7 5.5 19.1 19.2 7.2 18.7 12.6 4.4 15.4 15.7 3.0 20.7 8.1 1.3 10.3 17.9 6.3 25.2 9.8 1.8 12.4 17.0 4.6 17.8 9.3 2.6 11.4 10.3 5.4 9.1 11.2 1.7 14.3 14.8 6.9 11.8 9.6 2.0 12.1 18.4 5.9 1.9.5 11.6 2.7 14.6 (Percent change — 40.5) 'MRS. AMERICA' Stations Sign for Contests SEVEN stations have signed to hold "Mrs. America" elimination contests in their areas, Mrs. America Inc., 152 W. 42d St., New York, announced last week. The stations signed include WTSA Brattleboro, Vt.; WBRD Fort Lauderdale, Fla.; KNEA Jonesboro, Ark.; KWLM Salem, Ore.; WMUR Manchester, N. H.; WHAN Charleston, S. C, and WARD Johnstown, Pa., the announcement said. Other stations are joining WARD in Pennsylvania. Finalists in the contest will receive an all-expense-paid trip to Asbury Park, N. J., where a "Mrs. America" will be selected Sept. 9 and will receive over $7,500 in prizes. Stations sponsoring local contests pay for the campaign material furnished them, but are free to sell the contest to sponsors, it was announced. WORLD RELEASES Three Jingle Campaigns RELEASE of three new jingle campaigns by the World Broadcasting System, New York transcription library firm, was announced last week. Two campaigns — "Dry Cleaners and Laundry" and "Savings Bank and Building and Loan" — are designed for year-around local sponsorship, while a third — "Back to School" — is for local sponsors with merchandise for sale to school children, particularly in the AugustSeptember and post-Christmas periods. Meanwhile, World reported sales of time-signal jingles to three additional stations, and of musical weather jingles to four. NBC'S ANSWER Given to Gould Article NBC took a full-page advertis ment in The New York Times la, Friday to answer Times Radio-T Editor Jack Gould's appraisal ( TV's effects on network radio, ca ried two days earlier as part of t\ Times series on television's soci; and economic impact (see stoi page 56). "Yes, Mr. Gould, television doe have impact, but — network rad reaches more people in more place at the lowest cost," the NBC a asserted. The Times story had been hea< lined: "TV Makes Inroads in Bi Radio Chains." In its answer, NBC said: "Fi{ ures presented in the article, amor others, portrayed radio listening i one city — New York — but neithc New York nor the five U. S. citit with equal television strength the nation . . . and the only fa measurement of network radio li tening is on a national basis. "Network radio is a nation-wic selling force . . . reaching peopl inside and outside of televisio areas. On a national basis, thei how does network radio stand t< day?" Answering this question, NB noted that the average sponsored evening, half-hour network sho1; this fall will reach 8,289,000 pe: sons at a cost of $2.23 per thousan to the advertiser. The averag black-and-white page ad in Lif< the network continued, will be see by 5,509,000 and cost $3.18 pe thousand. The average page in Th< Week, Sunday supplement, wi have 7,149,000 noters at a cost-pei thousand of $3.34, while the avei age sponsored evening networ television show will reach 5,899,00 persons and cost $4.23 per thov sand, NBC declared. Its conclusion : Network radio i_ still the nation's most economics advertising force. I ABC STOCK SALE By Zeckendorf, Anderso ABC Directors William Zeckendor and Earl E. Anderson, who also i a network vice president, las month between them sold 3,90shares of ABC common stock, ac cording to reports last week by th New York Stock Exchange. Mr. Zeckendorf sold 2,000 shares representing his entire ownership in the network, while Mr. Anderso; sold 1,900 shares, leaving hin owner of 6,600 shares, the Exchang reported. Franco to Weintraub CARLOS FRANCO, Kudnei Agency, New York, joins Willian Weintraub Co., same city, effective today (Monday), in an executive capacity. Mr. Franco previously had been with Young & Rubicam. Page 24 • July 2, 1951 BROADCASTING • Telecasting