Broadcasting Telecasting (Oct - Dec 1951)

Needle! open mike the latest news of sales and program developments from the ASSOCIATED PROGRAM SERVICE October — 1951 . . . broke new subscriber records at APS. We have been busy shipping brand new APS libraries . . . small ones and large ones ... to stations across the nation. In addition to a flock of new subscribers for those unprecedented APS Specialized libraries at 1-yr-low-prices, we've shipped an unusually large number of full basic APS libraries to stations anxious to have 5-year rate protection. We now have a backlog, and it's unlikely that we can deliver additional libraries before Jan. 1. Current issue of APS subscriber bulletin "The Needle" (this column's mama) covers advertising techniques that work in January. A relatively few items hit volume peaks during the first month; it's important to be able to spot them. Sample copy of "The Needle" on request. Eight million dollars — almost double last, year's figure — reported set aside by Westinghouse for last-quarter promotion and advertising push. See your local dealer, not only in this line, either. All appliance lines are planning jumbo promotions to clear stocks, which are 180% of '47'49 levels. . . . Check your new car dealers, too. They're facing a price boost due to new excise taxes. Ditto lots of retail lines. It's going to take advertising and plenty of it to overcome consumer resistance. NEW AND DIFFERENT : Paste these facts in your corporate checkbook and note them in the margins as you write your 1952 budgets. 1) You no longer have to spend big money for library service. 2) If you only need a part of a library, that's all you have to pay for. 3) Many stations have cut library costs as much as $1200 in a single year by switching to APS. 4) If you write a monthly rental check bigger than $125, chances are you are paying more than necessary. 5) The only library available today that went forward in 1951 is APS. Let's go forward together in '52. Write for details. ASSOCIATED PROGRAM SERVICE 151 W. 46th Street, New York PLaza 7-7710 On the Map EDITOR: I have gotten a great deal of use out of your national map listing markets and their radio stations . . . Bill Lawrence BBDO New York Blue Chip Pay-Off EDITOR: Again congratulations on the series of success stories on local radio. "Blue Chips on Local Radio Spelled Success for This Miami Lumber Yard" [B»T, Oct. 29] was the sales clincher for a half hour Sunday show for a local lumber yard today. Needless to say the first show will buy several years' subscriptions to Broadcasting • Telecasting dollarwise. This is the kind of hard-hitting ammunition radio sales crews need. . . Ian A. Elliot Manager KRJF Miles City, Mont. EDITOR: In the Oct. 29 issue of your fine magazine you carried an article on the success of a Miami lumber yard in using radio. The article was titled "Blue Chips on Local Radio. . . ." May I make the suggestion that you continue to give us articles of this type and further suggest that you make tear sheets of these articles available to radio stations at a nominal fee for mailing in their own trading areas . . . Material of this sort from radio's finest journal is of tremendous value. Louis H. Murray Manager WPAM-AM-FM Pottsville, Pa. [EDITOR'S NOTE: Such articles will continue to appear regularly, and, as usual, reprints will be available at cost.] Seeing's Not Believing EDITOR: In all the words which have been written and spoken about television and radio nothing has been said about the overlooked but potent factor of "Audiovision." Audiovision concerns that wonderful picture which the mind of a radio listener can and does paint for himself from the things he hears by radio. Nothing that can be put on any screen can approach the beauty, the humor, the pathos which the mind's eye can create when it is stimulated by the ear If proof be needed one may recal the radio personalities who have been "one shot" movie stars. Tc put it bluntly, they didn't look like the way they had sounded when they appeared on the screen. The mind's eye had created a clearer better picture of what they should have looked like! Television is a sales agency, not an advertising medium. The viewer has an easy chance to turn down the merchandise shown on the screen; when that happens, the actual salesman then never gets a chance to sell him. In radio, interest and curiosity are aroused, but the final decision will be made in person where a trained sales person can sell the deal! Audiovision (the modern word for radio) gets the job done! Gustav K. Brandborg Asst. Gen. Mgr. KVOO Tulsa Tsk, Tsk EDITOR: In reading your write-up "Royal Tour" . . . Nov. 5, I noticed some discrepancies — tsk, tsk. The facilities of CBS-WTOP-TV in Washington were used to cover the event at the National Airport with Walter Cronkite describing the activities. It was a pool feed to all networks with CBS-TV doing the pick-up. Charles Collingwood, CBS White House correspondent, carried the ball on the CBS Radio Network. NBC-TV did pick up and feed the reception at the Statler Hotel immediately following . . . Rod Franck Special Events CBS, Washington Rebuttal EDITOR: As one who has enjoyed and learned much from your well-edited publication, I do not cavil at your editorial judgment when in the Oct. 29 issue you found only 13 words worth quoting from a brief containing some 3,000. In such! matters the editor is the boss. However, I was surprised by the editorial "Burning Bridges" (Nov. 5) in which you state that the sentence stood alone and unexplained in the brief. Since your readers have not had a view of the contents of the brief, let me explain the sentence, "Television must be saved from the (Continued on page 102) Page 16 • November 12, 1951 BROADCASTING • Telecasting