Broadcasting Telecasting (Oct-Dec 1955)

Your Man! FOR SELLING THE SMALLFRY AUDIENCE IN DENVER Sheriff Scotty . . . some of his advertisers have been with him since KLZ-TV went on the air . . . because his is Denver's top-rated multi weekly program — consistently . . . And because he's the salesdarndest merchandiser with success stories to prove it. Ask your Katz man for the first available time. CBS Television in Denver |^[LZchanne|7 Denver's Highest Powered Television Station — TRADE ASSNS. Sales Methods Studied At NATRFD Convention Farm directors' Chicago meeting surveys methods to keep sponsors happy, gain new ones and sets up visual promotion designed to tell farm radio's story. Clay tells delegates to limit sales promotion to development of aids for use in farm broadcasting. AWARE of the need for better means of presenting the farm broadcasting story in terms of results for advertising dollars, the National Assn. of Television & Radio Farm Directors canvassed sales techniques for winning new sponsors and keeping the old ones happy at the 12th annual NATRFD convention in Chicago's Conrad Hilton Hotel, Nov. 25-27. Retiring President Frank Atwood, WTIC Hartford, Conn., in his keynote address noted that some advertisers have left radio-tv for printed media while others have jumped on the broadcasting bandwagon. The need was apparent when 250 active and associate members present voted for NATRFD to set the wheels in motion for a visual presentation designed to tell farm radio's story and the assembling of data for farm tv as well. The association also allocated $1,000 for initial work on the projects, expected to provide Radio Adv. Bureau with more sales promotion ammunition to shoot at advertisers and their agencies. RAB was cited by Mr. Atwood for consenting to launch preliminary work on farm radio presentations, along with Station Representatives Assn. Presentations Initiated Decision to initiate presentations to boost the farm story followed prolonged discussions by NATRFD's executive committee over whether television should be included with the aural medium [At Deadline, Nov. 28]. The action recognized that, in some instances involving major advertisers, there was a shortage of data at the disposal of agencies. Executive and other committee meetings dominated opening day sessions Nov. 25, along with general panel discussions for new NATRFD members. After business sessions Nov. 26, Hollis Seavey, Clear Channel Broadcasting Service, Washington, D. C, explained mechanics of recording and filming. Henry B. Clay, executive vice president and general manager, KWKH Shreveport, La., addressed the luncheon meeting (the convention's only outside speaker) on "Management Looks Us Over." Mr. Clay, also chairman of the NARTB Radio Board, noted that agriculture is within the coverage range of nearly all radio-tv stations. He explored sales promotion, competing accounts, service to advertisers and NARTB relations. Mr. Clay felt the practice of radio farm directors handling commercials, while limiting the station's ability to acquire other accounts, "pays off for all concerned through a higher product sales level and likewise in'renewals" in the long run. In general, he believes, farm directors and salesmen should handle their own sales promotion responsibilities. NATRFD probably "should confine its sales promotion programs to the development of vital aids to be used by others in selling farm broadcasting," he asserted. Beyond that stage would require additional funds and duplication of station support on such projects, he said. He also told delegates that NATRFD representatives at NARTB regional meetings did more to "cement" good relations with the national organization "than any other single act." A panel discussion of NARTB relations also took place in closing-day sessions. Earlier, Mr. Atwood described NATRFD participation in NARTB regional meets as 1955's "most significant event" for NATRFD. Presentation of farm safety awards by the National Safety Council at a luncheon (see separate story) and talks on market reporting, commercials and U. S. Dept. of Agriculture services closed the formal meetings Nov. 27, followed by the annual banquet. Phil Alampi, WRCA New York, won the American Farm Bureau award, with Maynard Bertsch, WLS Chicago, and Bob Miller, WLW Cincinnati, receiving honorable mentions. New officers elected at the Chicago convention, held concurrently with the International Livestock Exposition and 4-H Congress, were lohn McDonald, WSM Nashville, Tenn., president, succeeding Mr. Atwood; lack Timmons, KWKH Shreveport, La., vice president; Dix Harper, WLS Chicago, secretary-treasurer; Herb Plambeck, WHO Des Moines, Iowa., historian (re-elected), and Wes Seyler, WIBW Topeka, Kan., editor of Chats, NATRFD organ. RETMA Suggests Changes In Trade Commission Rules SUGGESTED AMENDMENTS to two trade practice rules for the radio and television industry, which are to become effective Dec. 28, have been filed with the Federal Trade Commission by the Radio-Electronics-Television Mfrs. Assn. RETMA's petition dealt with rules relating to measurement of tv screen sizes and to the "universal industry practice of re-using the outside container or envelope" in the manufacture of picture tubes. The association said "that as promulgated by the FTC the rule offers 'perhaps 20 different methods of measurement' as opposed to one standard system of screen size designation now used by the industry." In regard to the FTC contention that tubes containing repossessed glass should be marked "used" RETMA contends "there is no difference in the quality of picture tubes with re-used containers if both have all new functional parts and if both have been subjected to the same, manufacturing processes and standards." Customer reluctance to purchase tubes so marked, RETMA said, would lead to higher tube prices. Edward Thomas New Head Of NAM Public Relations EDWARD F. THOMAS, vice president and public relations supervisor at J. Walter Thompson Co., New York, has been appointed vice president in charge of public relations of the National Assn. of Manufacturers, NAM Managing Director Kenneth R. Miller announced Thursday. Kir. Thomas succeeds John T. Thacher, who resigned last August. Before he joined J. Walter Thompson in June 1954, Mr. Thomas held a similar position with Geyer Inc. and was associated for some time with Carl Byoir Assoc. In 1951-52, Mr. Thomas was public relations consultant in the office of the Defense Secretary in Washington and also was assigned to the U. S. foreign military aid program. Page 66 • December 5, 1955 Broadcasting • Telecasting