Broadcasting Telecasting (Oct-Dec 1955)

TRADE ASSNS. — — Follow Through Buy, RTES Seminar Told THE SAME TEAMWORK between timebuyer and station salesman that went into the original buy of a schedule should continue in the follow up of the purchase, Jack Schneider, eastern sales manager of CBS Spot Sales said last week. Mr. Schneider and George Polk, media liaison coordinator, BBDO, New York, spoke on "Follow-through on the Buy" at a weekly luncheon session of the Radio & Television Executives Society timebuying and selling seminar in New York. (For condensed text of Mr. Polk's talk, see page 72.) The advertiser receives the service coming to him when buyer and seller work constantly to improve existing schedules, Mr. Schneider said. He was critical of the buyer who, in failing to check on the creative people at the agency, discovers belatedly that copy is not ready for the campaign's start and then has to hold the schedule. Many details such as number of stations, types of buys, number of prints and how they should be sent to stations should be provided the agency's traffic department, he said. Noting peaks and valleys in the July to July broadcast year, Mr. Schneider suggested that in a given campaign time be taken throughout the year to check on what is happening in the industry and that attention be given to the valleys when existing schedules can be improved. It probably will be time to think of getting "your chips in" by July, he said, noting that the trend has been toward earlier campaign starts. Broadcasters Appoint Embry R. C. EMBRY, WITH Baltimore, has been named chairman of the Legislative Committee of Maryland-D. C. Radio & Tv Broadcasters Assn. by Ben Strouse, WWDC Washington, association president. Other members are Leslie Peard, WBAL Baltimore; Malcolm Campbell. WNAV Annapolis; Jason Pate, WASA Havre de Grace; Karl F. Steinmann, WCUM Cumberland, and Charles Truitt, WBOC Salisbury. Ex officio members are William Paulsgrove, WJEJ Hagerstown, vice president; Robert B. Cochrane, WMAR-TV Baltimore, secretary-treasurer, and Mr. Strouse. Committee is to be concerned primarily with Maryland state legislation affecting broadcasters. Jewish Drive Holds Dinner A SPECIAL fund-raising dinner for the 195556 Federation of Jewish Philanthropies drive will be held Wednesday at the WaldorfAstoria Hotel in New York by representatives of the radio-tv, advertising and publishing industries. Heading arrangements will be Louis G. Cowan, CBS radio-tv producer; Emanuel Sacks, NBC-RCA vice president; Arthur C. Fatt, executive vice president, Grey Adv. Co.; Monroe Greenthal, president, Monroe Greenthai Adv. Co.; S. O. Shapiro, vice president. Look magazine, and Ned L. Pines, president, Pines Publications Inc. Barney Balaban, president of Paramount Pictures Inc., will deliver the keynote address. PROGRAM SERVICES — ■ Proposed TelePrompTer Network Demonstrated TELEPROMPTER Corp., New York, last Monday demonstrated its proposed Program Communications Network at a luncheon session workshop held in New York. Irving B. Kahn, president of TelePrompTer, told the audience of executives from tv stations, networks, advertising agencies and allied fields that the system would "save thousands of dollars in time and money" for persons engaged in tv broadcasting. Mr. Kahn said that the specific cost of the service to clients probably would be announced after the beginning of the year and added that it would be "substantially less than for present twx service." The system, using leased Western Union lines would interconnect tv stations, networks, program sources, station representatives, agencie: and advertisers. The FCC has told TelePromp Ter that its proposed network would constitute a communication common carrier operation. In the demonstration, an actual sample mes sage was sent from a "station representative'; office" to a "television station" and a televisior commercial was sent from an "advertising agen cy" to "a station." In both cases acknowledge ments were returned over the system by th( mock station, with the total exchange achievec in a matter of seconds. Included on the workshop program was i demonstration of the company's TeleMatioi System, in which cues and effects are createc automatically as the "reading copy" of the per former is read. Douglas Edwards, CBS news caster, delivered a five-minute program in th< demonstration to illustrate TeleMation's ap plication. Mr. Kahn predicted that a nationwide systen could be in actual operation within six month of the time that the first equipment is installed Subsequent demonstrations of the equipment, h said, are planned in other areas of the country Concurrent with the demonstration, Herber W. Hobler, TelePrompTer vice president fo sales, announced the introduction by the com pany of a new plan for "packaged national spo advertising." The company, using its basi> unit, the TelePrompTer, will distribute "ful copy and cueing packages of national spot ad vertising to stations for broadcast by local per sonalities," according to Mr. Hobler. t Pay Television Will Break Network Control — Leitzell NETWORK "control" of television poses situation that "could not possibly exist amon newspapers" today and subscription tv woul break that control by aiding independent sta tions, Ted Leitzell, public relations director q Zenith Radio Corp., told the Poor Richard Clx\ in Philadelphia Tuesday. "The healthy competition that has always e> isted between newspapers has almost no cour terpart in television," he insisted. Mr. Leitze said stations have become "subservient" to th major networks and claimed toll tv would fre them from "network domination" and "wi free you advertisers from the burden of sud porting the entire cost of advertising." Mr. Leitzell said a comparable situation i the newspaper business "would be regarded a utterly fantastic." He reiterated Zenith's charg that television is dominated by NBC and CB j and asserted it places "too much power" in tb( hands of those network presidents. Broadcasting • Telecasting RADIO TRANSCRIPTIONS THEATRES CONCERT HALLS TELEVISION HOTELS MOTION PICTURES PHONOGRAPH RECORDS SESAC Performance Licenses provide clearance for the use of SESAC music via Radio, Television, Hotels, Films, Concert Halls and Theatres. The ever growing SESAC repertory now consists of 283 Music Publishers' Catalogs — hundreds of thousands of selections. SESAC INC. Serving The Entertainment Industry Since 1931 475 FIFTH AVENUE NEW YORK 17 Page 74 • December 5, 1955