Broadcasting Telecasting (Apr - Jun 1952)

RECRUITING Media Monies Asked MILITARY recruiting authorities have been assured by a Congressional subcommittee that $1,050,000 sought for radio, TV and other advertising after July 1 is a "reasonable amount" and will receive favorable consideration. Officials of the Military Personnel Procurement Service testified before a House Appropriation Army subcommittee March 26 on the Army Air Force recruitment advertising budget for fiscal .1953. Subcommittee, headed by Rep. Robert L. F. Sikes (D-Fla.), has not made its recommendations yet. Despite this favorable development, there were no indications that Congress would lift its current freeze on current '52 monies. Additionally, about $170,000 of an estimated $900,000 remains unexpended from fiscal 1951 budget. From $530,000 to $550,000 was allocated prior to March 1 for an interim advertising campaign involving a spot campaign on some 500 Keystone Broadcasting System stations and 13 other 50 kw outlets [B*T, March 17, February 11]. The controversial '52 ban was not discussed during the brief session on Capitol Hill. Recruiting officials are thus confused over their next moves in the advertising hassle, prompted by Congressional criticism which resulted in withdrawal of network programs. Thus far, no action has been taken to lift '52 prohibition on $2.1 million for national advertising. Before the recruiting picture clears, these steps must be taken: (1) Authority must be obtained, first for MPPS to spend the $170,000 still unexpended from fiscal '51 funds. The current interim campaign expires July 1. Radio-TV has a stake in this sum, though its share has not been worked out. About $200,000 was spent on network shows dropped last fall. (2) Congress must rescind Amendment 8 of the 1952 Military Appropriations Act unfreezing the $2 million-plus now tied up. Again, broadcasters' allocation hinges on this eventuality. Report that repeal would be sought in the form of a deficiency bill has not materialized yet. MPPS authorities hope for action by May 1. Congressional Approval (3) Congress must approve the '53 bill. Recommendations of the subcommittee will be forwarded to the full House Appropriations Committee, sent to the House floor, be taken up by a Senate subcommittee and be voted on by the Senate. The Senate subcommittee is headed by Sen. Joseph C. O'Mahoney (D-Wyo.) , under whose leadership the ban was imposed. The Senator is expected to participate in decisions involving the Pentagon's request for lifting the prohibition on the $170,000 and $2.1 million. Permission to spend the $550,000 out of '51 expenditures reportedly stemmed from conferences between Sen. O'Mahoney and Anna Rosenberg, Defense Dept. manpower specialist. NARTB has requested a breakdown of all monies spent on radicvideo since July 1, 1951. Radio is allctted about 18 % of current monies and 46 % of all funds spent since that date. MPPS authorities plan to submit the breakdown to NARTB President Harold E. Fellows. Appearing for the recruiting program before the subcommittee were Brig. Gen. Omar Niergarth, MPPS chief; Col. James Banville, deputy chief, and Col. William Berkeley, publicity branch director. They spoke on behalf of voluntary recruiting, induction center and other activities. These officials asked the subcommittee for a free rein to use '53 funds in a manner best suited to personnel needs, with directionalized allocations for radio, television and other media. Because of Congressional protests, plans now envision spot announcements rather than network productions. CHARLES MICHELSON Inc., N. Y., transcription concern, will handle U. S. release of The Happy Gang, daytime musical-variety show carried on Canadian Broadcasting Corp. network by Colgate and Quaker Oats. Witting, Trammell Named CHRIS J. WITTING, director and general manager of the DuMont Television Network, was named to represent the broadcasting industry as one of four new directors elected to the Advertising Council last week [B9T. March 31]. Simultaneously, Niles Trammell, chairman of the NBC board, was elected a director-at-large, with Fairfax M. Cone, president of Foot, Cone & Belding and former chairman of the Advertising Council board, and William G. Chandler, president of Seripps-Howard Supply Co., similarly designated. Besides Mr. Witting, the new directors are Harry F. Byrd Jr., publisher of two Virginia papers, and Bennett H. Fishier, New Jersey editor and publisher, both to represent the newspaper industry, and Richard E. Deems, general advertising manager of Hearst Magazines, magazine industry representative on the Advertising Council board. Theodore S. Repplier was reelected president of the public service advertising organization, and Allan M. Wilson and George P. Ludlam were again named vice presidents. KMPC Hollywood has banned Capitol Records' release of Try by Stan Freeberg, the voice of Cecil on KTLA (TV) Time for Beany. TIME BUYING FOR >52 . . . bq WSOY and WTAX l YOU WERE RIGHT BOSS — I FOUND THE ANSWER WITH WTAX IN SPRItf&FfELD AND WSOY IN DECATUR/ THESE TWO STATIONS DOMINATE THE RICH MARKET THAT BOTH CHICAGO AND ST. UOUIS N\\SS/ fclATC* The largest market in Illinois outside of Chicago is covered by WTAX and WSOY. This tremendous market has nvi ta 261.850 families with a population of 733.900. 66,671 industrial workers earn a total of $179,602,000.00 each year. The net farm annual income is $457,403,000.00 — $9,016.00 income per farm family, OVER TWICE the national average.— $782,738,000.00 total annual retail sales. This major market is YOURS %A#C / W AT APPROXIMATELY ONE-HALF the cost of any other major market in the U.S. W VV f WTAX AM and FM CBS AFFILIATE SPRINGFIELD WEED * CO., Notional Representatives AM and FM CBS AFFILIATE DECATUR BROADCASTING • Telecasting April 7, 1952 • Page 65 1