Broadcasting Telecasting (Apr - Jun 1952)

PULSE TOP 70 Months Are Compared TOP TEN network radio programs, comparing Jan.-Feb. multi-market ratings with those of Nov.-Dec, have been released by Pulse Inc. Listing shows evening, MondayFriday daytime, and Saturday and Sunday daytime ratings as follows: Evening Program Average Rating Jan. Nov. Feb. Dec. Jack Benny (CBS) 11.8 11.4 Lux Theatre (CBS) 9.9 10.3 Bergen-McCarthy (CBS) 9.7 10.2 Amos 'n' Andy (CBS) 8.9 9.1 Bob Hope (NBC) 7.6 7.6 You Bet Your Life (NBC) ... 7.6 7.7 Dragnet (NBC) 7.5 Godfrey's Talent Scouts (CBS) 7.5 7.7 Winchell, Alsop (ABC) 7.4 9.1 Fibber McGee & Molly (NBC). . 7.3 Monday-Friday Daytime Program Average Rating Jan. Nov. Feb. Dec. Arthur Godfrey (CBS) 9.3 9.2 Helen Trent (CBS) 7.9 7.7 Our Gal Sunday (CBS) 7.8 7.7 Ma Perkins (CBS) 7.7 7.3 Big Sister (CBS) 7.6 7.3 Wendy Warren (CBS) 7.6 7.5 Aunt Jenny (CBS) 7.5 7.7 Grand Slam (CBS) 7.3 7.4 The Guiding Light (CBS) 7.1 Young Dr. Malone (CBS) 7.1 6.8 Saturday & Sunday Daytime Program Average Rating Jan. Nov. Feb. Dec. Theatre of Today (CBS) 5.5 5.5 Grand Central Station (CBS) . . 5.3 5.4 The Shadow (MBS) 5.2 5.0 Stars Over Hollywood (CBS) . . 5.2 5.7 True Detective Mysteries (MBS) 5.1 5.1 City Hospital (CBS) 4.9 4.5 Give and Take (CBS) 4.6 4.8 Let's Pretend (CBS) 4.5 4.6 Whitehall 1212 (NBC) 4.5 Martin Kane (NBC) 4.4 4.0 BAB Roundup Continued from page 27) excellent progress recorded during the past six months. John F. Patt becomes chairman of the Finance Commitee. Amer. Tobacco Sales BOTH unit sales and dollar sales of American Tobacco Co. for the first two months of 1952 were well ahead of those for the corresponding period last year, Paul M. Hahn, company president, reported to stockholders at their annual meeting April 2, in Flemington, N. J. All directors were re-elected. William J. Staab WILLIAM J. STAAB, 53, media manager for Fuller & Smith & Ross, advertising agency, died Wednesday in Cleveland. Considered dean of Cleveland advertising media directors in years of service, Mr. Staab started with the firm 39 years ago as office boy. BASEBALL SOUND EFFECT 5 0/F SPEEDY-Q DISCS ICOVER AIL REQUIREMENTS *10*or$2.ea. Order CO J>, Today While Supply la$H Charles Michelson, Inc. 15 West 47th St., N. Y. 36 Attending were: Kenyon Brown, KWFT Wichita Falls, Tex.; Gene Cagle, KFJZ Fort Worth; Charles C. Caley, WMBD Peoria; Martin B. Campbell, WFAA Dallas; Joseph Baudino, representing Walter Evans, of Westinghouse, Baltimore; Simon Goldman, WJTN Jamestown, N. Y.; George Hatch, KALL Salt Lake City; Louis Hausman, CBS New York; Edgar Kobak, WTWA Thomson, Ga.; William McGrath, WHDH Boston; John Meagher, KYSM Mankato, Minn.; Adrian Murphy, CBS New York; John Patt, WGAR Cleveland; H. Preston Peters, Free and Peters, New York; William B. Quarton, WMT Cedar Rapids, Iowa; Theodore Streibert, WOR New York; Robert D. Swezey, WDSU New Orleans; Don Thornburgh, WCAU Philadelphia; Frank White, Mutual, New York; Allen Woodall, WDAK Columbus, Ga.; William B. Ryan, president BAB Inc. Excused were: William Beaton, KWKW Pasadena; Robert Dunville, WLW Cincinnati; Eugene Katz, Katz BAB STRENGTH Told by President Ryan MEMBERSHIP of Broadcast Advertising Bureau totals 572 stations, four networks and a group of associates, BAB President William B. Ryan announced at the conclusion of the NARTB .Chicago Convention. This provides BAB with a $563,000 budget as a new fiscal year starts, compared to $340,000 in the past year. Complete separation of BAB from NARTB April 1 left the sales agency without the 30% share of NARTB dues many members of that association had made available. Operating independently, BAB now charges half the highest hourly rate per month. During the convention, BAB signed 125 station members, Mr. Ryan said. At its peak period under the NARTB dues-sharing plan, BAB had reached a March total of about 970 station members. Some of these were lost through NARTB member default, according to BAB. Recruiting Is Under Way Membership recruiting has started under a committee of BAB state chairmen. These chairmen will make station contacts before BAB's 42 area sales clinics open starting in mid-Api*il. Only BAB members are eligible to attend the clinics. "We're delighted to find that we can now proceed with our plans for an even stronger and more aggressive sales organization during the coming year," Mr. Ryan said. Station reaction during this convention was such that we fully expect to hit the $600,000 budget mark within a comparatively short time. "As a result, we are proceeding immediately with our plans for the establishment of a Chicago office, to be headed by someone well versed in the fields of sales and promotion. We also plan to immediately strengthen sales, promotion and research staffs at BAB's New York headquarters." Agency, New York; Robert Kintner, ABC New York; Arch Morton, KJR Seattle; George B. Storer, Fort Industry, Birmingham, Mich.; Niles Trammell, NBC New York; Frederic W. Ziv, Frederic W. Ziv Co., New York. 'POLITICAL' ADS 'Institutional' Tag Hit BARB at institutional advertising used for "political" purposes was thrown in the Senate last Tuesday by Sen. Hubert H. Humphrey (DMinn.). Sen. Humphrey said he was criticizing an "abuse" of institutional advertising — "I refer to the growing practice of institutional advertising for political purposes being used as a tax deductible business expense." The attack by the Minnesota Democrat brings to the fore a criticism that has been heard off and on both in the Senate Finance Committee during hearings on tax measures and in Congressional chambers. Policy now being followed by the Treasury Dept. and the Internal Revenue Bureau is to permit institutional advertising as a deductible tax expense providing the amount spent is "reasonable" in comparison with what the individual firm has spent previously. Cites Newspaper Ads Sen. Humphrey said that what set off his attack were two fullpage advertisements appearing in a Washington paper that morning, one by McGraw-Hill Publishing Co. on wages and prices, another by Safeway Stores Inc. of Oakland, Calif., national food chain, on the price stabilization program. Both of these advertisements, according to the Senator, had nothing to do with the actual product of these two firms. I desire to make it perfectly clear that I am not opposing any right of a corporation or of any person to expound political views. I respect that right regardless of whether I agree with the point of view -expressed. What I am saying is that it is not a legitimate business expense. It has nothing to do with the product sold by a corporation, whether it be Safeway, McGraw-Hill, Standard Oil, or any other corporation. Sen. Humphrey said he planned to study the matter further and bring it to the attention of the Senate and to the Treasury Dept. Sen. William F. Knowland (RCalif.) suggested that Sen. Humphrey might also want to study publications and copy "intended to be used on billboards and presumably on television and radio programs, as well as in the form of newspaper hand-outs" by the Office of Price Stabilization to "Sell" its case to the people. Sen. Humphrey answered that Congress itself can stop any part of the government from spending money for this purpose "but I submit that advertising by a corporation is a proper legitimate tax deductible item only when it relates to its own business." The taxpayer, he noted, has no recourse to corporation "political" ads because housewives cannot "place 'Leaky Bucket1 BOTTOM fell out of a leaky Capitol Hill information bucket last week. Report that Sen. Hubert H. Humphrey's (D Minn.) subcommittee studying newsprint in the Senate had recommended newspapers should raise their advertising rates was "a mistake by the staff," the Senator said. Word that such a recommendation had been made leaked out over the previous week end. Sen. Humphrey termed the leak "a very tragic thing." Proposed report, he added, was a confidential committee print and "should not have leaked." He said he was not aware the language on ad rates was in the report when it was sent to the printers and in any case, it had no business being in there. full page ads in the 400 newspapers in the country and deduct the expense from their income tax." Problem of institutional advertising, Sen. Humphrey said, "is a serious one in the light of recent Congressional interest in campaign expenditures. One of the loopholes in our present laws affecting campaign expenditures is the use of political advertising by business concerns who deduct the cost of this advertising from their tax returns." S00 Walls Nights with COMPLETE coverage of Southern New York — Northern Pennsylvania trading area . . . Serving 381,700 customers with primary V coverage in 7 BROADCASTING • Telecasting ★ ★★the Triple Cities ★ Binghomton * Endicotf ★ Johnson City NBC IN THE SOUTHERN TIER George P. Hollingbery, Nat. Rep. April 7, 1952 • Page 67