Broadcasting Telecasting (Jul-Sep 1955)

Radio Discovered SALES EFFORTS of broadcast time salesmen are "directly responsible for a change in the media thinking at Chevrolet Motors," according to Tom Adams, vice president and assistant to the president of Campbell-Ewald Co., Detroit, Addressing Michigan Assn. of RadioTv Broadcasters at Hidden Valley Thursday, Mr. Adams said that until recently the media questionnaires sent local dealers did not contain a radio question. "Dealers are all-important factors in automobile advertising," he said. alone for a reasonable amount of time before he goes on the air. Mr. Nixon illustrated his facts by recalling the television program on Sept. 23, 1952, in which he appeared to answer charges that he had received a fund from a private group in California to pay for his political expenditures. He said an offer of sponsored time for the previous Sunday, Sept. 21, had been rejected, because he needed more time to prepare his speech and because it was felt it would be unwise to use sponsored time. There was no advance release to build "the suspense." There was no rehearsal. He arrived at the studio twenty minutes before air time without a prompter but with five pages of notes. Mrs. Nixon, who was with him on the show, was asked to look at him throughout the program because the camera would move to her from time to time. He said the producers were concerned about timing the show but he relied on his experience and managed to get everything in — except for one piece of information, i.e., when he asked listeners to send telegrams to the Republican National Committee, he forgot to tell them where it was located. Also present at the speakers table were: Fred M. Thrower, vice president-general manager, WPIX (TV) New York; William S. Hedges, NBC, and president, Rotary Club of New York; Sol Taishoff, editor and publisher of B«T; Rep. Steven B. Derounian (R-N. Y.); FCC Comr. Richard A. Mack; Harold E. Fellows, president, NARTB; FCC Comr. John C. Doerfer; Dr. Allen B. DuMont, president, Allen B. DuMont Labs; FCC Comr. Rosel H. Hyde; Brig. Gen. David Sarnoff, chairman of the board, RCANBC; Robert J. Burton, vice president, BMI, president, RTES; George C. McConnaughey, chairman, FCC; Dr. Frank Stanton, president, CBS; FCC Comr. Robert T. Bartley; Robert Kintner, president, ABC; FCC Comr. Robert E. Lee; John B. Poor, executive vice president, MBS; Rep. Isidore Dollinger (D-N. Y.); Paul W. Williams, U. S. attorney, Southern District of New York; Sydney M. Kaye, BMI board chairman; Michael R. Hanna, president, N. Y. State Assn. of Broadcasters, general manager, WHCU Ithaca, N. Y. Sarnoff Receives Sales Execs. Award BRIG. GEN. David Sarnoff, chairman of the board of RCA and NBC, last week was presented with the "Hands of Applause" award of the Sales Executive Club "for outstanding salesmanship and public service." In accepting the award at the 23rd anniversary luncheon of the club at the Roosevelt Hotel in New York, Gen. Sarnoff predicted that in the next ten years, the country will experience growth and development far surpassing any observed in recent years. As an example of the country's potential for growth, Gen. Sarnoff noted that radio-television has grown to a $10 billion industry, 13th in volume in the country. Gen. Sarnoff said RCA expected its gross volume to reach the $1 billion mark this year. He noted that 81% of this total was in products and services that did not exist ten years ago. Among the executives to pay tribute to Gen. Sarnoff was Harold E. Fellows, president of the NARTB. Mr. Fellows pointed out that the General in the past has been honored as a soldier, inventor, manufacturer, broadcaster, and civil servant, and added: "I believe this is the first occasion upon which he has been singled out for his selling ability — and I say that it is high time." AGENCIES NOTE RADIO COMEBACK Michigan broadcasters hear ad executives comment on new life and new interest in the aural medium. RADIO'S RESURGENCE is recognized by major advertising executives, judging by comments made by three representatives of that profession at Friday's opening session of the Michigan Assn. of Radio-Tv Broadcasters. MARTB met Thursday-Friday at Hidden Valley, with President Frederick A. Knorr, WKMH Detroit, presiding. Joining Tom Adams, vice president and assistant to the president of Campbell-Ewald Co., in a radio-buying panel were W. Brod Doner, president of W. B. Doner & Co.; Peter Moore, advertising manager of Dodge Div., Chrysler Corp., and Charles Campbell, timebuyer of MacManus, John & Adam. Mr. Adams, opening with the observation that "a radio resurgence is underway," said radio-tv salesmen are field men and are important in the broadcast fight to overcome "ingrained print methods." Mr. Doner suggested broadcasters know the advertising problems of prospects "before pitching." He said he gives much credence to local success stories where applicable to his problems. "The success of Speedway 79 gasoline is due to radio, the basic medium used in its promotion," Mr. Doner said. Mr. Moore said local promotion is important in developing radio-tv ratings. Mr. Campbell, asked what type of presentation is most impressive, favored the kind that gets the story over fast without going into intimate details. He advised salesmen "to talk specifics" to him, but to talk in general terms to a group of account men. He said he uses ratings in a general way but considers station management, markets and promotion to be important. In another panel Mr. Doner said radio is making strides against newspapers. He recommended radio use more research. National Bohemian beer shows up much better for radio and tv in recall tests than newspapers, he said. Other Thursday program participants included Don DeGroot, WWJ-TV Detroit; Van Patrick, announcer for the Detroit Tigers and Lions teams; John Wismer, WHLS Port Huron; Hal Neal, WXYZ Detroit; John Carroll, WKMH; Mary Jane Morris, FCC secretary; Carl Lee, WKZO Kalamazoo; Oliver Gramling, national assistant general manager, Associated Press; Paul Svoboda, United Press midwest manager; Neil C. Youngs, assistant general sales manager, Michigan Bell Telephone Co. Sen. Charles E. Potter (R-Mich.), member of the Senate Interstate Commerce Committee, voiced hope the broadcasting industry would solve its problems without government action. Women Broadcasters Meet SECOND annual state convention of the American Women in Radio & Television will be held in Columbus, Ohio, Sept. 21-24, according to Jeanne Shea, WBNS Columbus, Ohio, who is handling the arrangements. Among the speakers who are scheduled to appear are: James W. Seiler, American Research Bureau director; Arthur Scofield, director of advertising and promotion, Storer Broadcasting Co., and Stuart Buchanan, McCann-Erickson, Cleveland. INDUSTRY BACKS RADIO-TV WEEK THE nation's broadcasters, radio and tv, are giving "overwhelming support" to the National Radio & Tv Week promotion that started yesterday (Sunday), according to Harold E. Fellows, NARTB president. NARTB is cooperating with Radio-Electronics-Tv Mfrs. Assn., National Appliance & Radio-Tv Dealers Assn., National Electrical Dealers Assn., Radio Advertising Bureau, Television Bureau of Advertising and American Women in Radio & Television. Mr. Fellows said an outstanding lineup of fall programs has been prepared for radio-tv listeners and viewers and noted they would stress the week's theme, "Dedicated to Better Home Entertainment." Spot announcement and film packets are being used by radio and tv stations and networks, he said, adding they have received wide circulation. James D. Secrest, RETMA executive vice president, said the momentum of the week will carry on through the fall and early winter. A production schedule of display material prepared for dealers had to be doubled a few weeks ago. Mr. Fellows reviewed participation of AWRT, citing reports from Jane Dalton, WSPA Spartanburg, S. C, president of the women's group, that members are "responding enthusiastically" to the program of participation recommended by the AWRT Industry Information Committee headed by Fran Riley, NARTB assistant publicity-information manager. This committee supplied spots, with women's personalities telling the industry story before microphones and cameras across the nation as well as taking part in special community promotions. National networks are lending liberal support, Mr. Fellows said, with many top radio-tv artists saluting the week on their programs. He praised manufacturers "who kept pace with the increasing quality of radio and tv programs by constant improvements in the design, style and reception quality of receivers." Dealers and distributors have greatly enlarged their participation this year, paced by their trade associations, Mr. Fellows said. He voiced confidence the joint efforts of all segments of the industry would help the American people become better acquainted with the world of free information and entertainment available to them from radio and television. Prospect of the "greatest fourth quarter selling season" in the history of electronics will mean "the greatest sales performance year in radio and television since its inception," some 500 radio-tv-appliance dealers were told in Dallas Thursday. The occasion was a meeting to launch Radio Page 200 • September 19, 1955 Broadcasting • Telecasting