Broadcasting Telecasting (Jul-Sep 1955)

of Sachs Amateur Hour on WBKB (TV) and WLS Chicago, will be handled by the new agency. The Sachs account is valued as a $250,000 radio-tv simulcast property. Robert B. Wesley, who made the announcement, will serve as president, and Norman Heyne, veteran agency executive, becomes vice president. Mr. Heyne has been associated with Ruthrauff & Ryan Inc. as vice president for radio-tv production the past 13 years, and previously was radio director at Schwimmer & Scott for nine years. James Cuca, vice president at Robert B. Wesley Assoc., is secretary-treasurer. Advertest Weekend Car Check Shows Most Prefer 'Monitor' RESULTS of a special survey conducted by Advertest Inc., released last week by NBC, showed that more automobile listeners were tuned to NBC Radio's weekend Monitor service during the last weekend in July than to all other networks combined, and the number of Monitor listeners was more than double that of the second network. Designed to ascertain auto listening habits on the weekend and specifically to determine Monitor's share of that listening, the study was conducted on Saturday and Sunday, July 30 and 31, 1955, among occupants of 1,257 automobiles on the New Jersey and the Pennsylvania turnpikes. According to the study, Monitor gained an overall 18.3% share of 47% sets in use in automobiles, while other networks' combined total amounted to 16.8%. Film Commercials Resisted In Film Shows — Landsberg THE PUBLIC is more willing to accept a film commercial within a live show than on a filmed show, Klaus Landsberg told members of the San Francisco chapter of the American Assn. of Advertising Agencies workshop last Thursday. Mr. Landsberg, general manager of KTLA, Hollywood, said that the public not only resents the insertion of the filmed commercial in a fimed television show but builds a resistance to it, and refuses, in many instances, to listen at all. With a live show, Mr. Landsberg told the group, the station can maintain more control of the station's personality, and local talent can do a much better job of selling than a film commercial. Mr. Landsberg also said that agencies and sponsors are far too rating-minded and that they should analyze the results of a commercial, rather than the show's rating. Nielsen Appoints Wyatt, Names Blechta to N.Y.-Post APPOINTMENT of William R. Wyatt, vice president of A. C. Nielsen Co., as central division manager for the Nielsen Station Index, with headquarters in Chicago, was announced last week by John K. Churchill, vice president and assistant to the president of the marketing research firm. Mr. Churchill also announced that George E. Blechta, vice president, will be eastern division manager of NSI with headquarters in New York. Messrs. Wyatt and Blechta will be responsiBroadcasting • Telecasting ble for sales and client service operations of NSI in their respective areas. Western division operations are under the direction of J. R. Matthews, vice president at Menlo Park., Calif. CBS-Columbia Buys UNDER the CBS Radio's new segmentation plan of selling [B«T, Aug. 22] portions of three of the network's nighttime strips will be sponsored by CBS-Columbia, Long Island City, effective Oct. 3, on behalf of its radio-tv receivers and phonographs, the network announced last week. Shows are Amos 'n' Andy Music Hall on Mondays, Bing Crosby Show on Wednesday and Tennessee Ernie Show on Friday. The segmentation-plan contract extends into 1956. Agency is Ted Bates & Co., New York. Tide Water Buys Football TIDE WATER ASSOCIATED OIL Co. has placed a 16-game schedule for western regional football on ABC Western Radio Network starting Sept. 16, it was announced by Harold R. Deal, manager of advertising and sales promotion, and Harry Woodworth, director of radio for network's western division. Lineup will include six UCLA or USC games on Friday nights and 10 Saturday afternoon contests, including traditional meeting of California and Stanford from Palo Alto. This marks the third straight year that Tidewater, in behalf of petroleum products, has placed extensive football schedule with ABC Radio, the network said. Agency is Buchanan & Co., San Francisco. Garry Hollihan, Edward Petry & Co., San Francisco, was account executive. COLORCAST I NG Advance Schedule Of Network Color Shows CBS-TV Sept. 24 (9:30-11 p.m. EDT) Ford Star Jubilee, "Judy Garland Show," Ford Motor Co. through J. Walter Thompson. NBC-TV Aug. 29 (7:30-7:45 p.m. EDT) Matt Dennis. Sustaining. Aug. 29-Sept. 2 (11 a.m.-Noon EDT) Home. Color inserts daily at 11:45 a.m.-Noon (Also Sept. 5-9). Participating sponsors. Aug. 30 (7:30-7:45 p.m. EDT) Vaughn Monroe Show (Also Sept. 1, 6, 8). Sustaining. Sept. 11 (7:30-9 p.m. EDT) Color Spread, "Skin of Our Teeth." Participating sponsors. Sept. 12-16 (5:30-6 p.m. EDT) Howdy Doody (also Sept. 19-23 2630). Participating sponsors. Sept. 17 (3:30-6 p.m. EDT) NCAA Football, U. of Miami vs. Georgia Tech. Participating. Sept. 19 (8-9:30 p.m. EDT) Producers Showcase, "Our Town," Ford Motor Co. through Kenyon & Eckhardt, and RCA through Kenyon & Eckhardt, Grey and Al Paul Lefton agencies. [Note: This schedule will be corrected to press time of each issue of B*T.] WFBR Baltimore has been showing a new slide-sound presentation to agency executives in key cities. The presentation shows station's rating position in Baltimore and surrounding counties and gives a capsule version of daily programming. Here station executives chat with Washington agency representatives before the luncheon showing last Thursday at the Mayflower Hotel. L to r: Nan Hannum, Courtland D. Ferguson Inc.; Sol Panitz, Alvin Epstein Adv.; Robert B. Jones Jr., vice president and general manager, WFBR; Jeff Abel, Henry J. Kaufman & Assoc., and Walter D. Tichenor, coml. mgr., WFBR. August 29, 1955 • Page 37