Broadcasting Telecasting (Jan-Mar 1956)

mendations was approved Jan. 15 by the standards committee headed by Walter E. Wagstaff, K1DO Boise, Idaho. These include use of air-identification announcements by subscribing stations and promotional steps such as station identification of code adherence on stationery and in directories. The standards will not be strengthened by punitive provisions (the tv code contains such provisions), according to committee views, nor is monitoring of stations to detect violations considered at this time [B»T, Jan. 16]. Proposals to revise the NARTB Tv Code will be considered by the Tv Code Review Board at a meeting starting Thursday in San Francisco. G. Richard Shafto, WIS-TV Columbia, S. C, is code board chairman. Recommendations will be submitted to the Tv Board. Plans for a spring publicity campaign designed to stimulate public interest in the code will be considered. This drive is to start in March, fourth anniversary of the code. Monitoring reports and tv film problems will be reviewed by the code group. Final draft of the standard film contract was completed in mid-January and printed copies will be ready for mailing sometime this week. The contract, designed for voluntary use by all tv stations, clears up confusion in film negotiations [B«T, Jan. 16]. It was drafted by a committee headed by Harold P. See, KRON-TV San Francisco, after two years of study. Coming before the Tv Board will be a plan of the Tv Information Committee to publish a quarterly NARTB magazine reviewing social, educational, economic and technical news, designed as a promotion journal for viewer and organization readership [B«T, Jan. 9]. Jack Left Handed Compliment TELEVISION received a left-handed tribute as a sales medium last week. The National Assn. of Furniture Mfrs.' President Kenneth Kroehler, reporting a marked upturn in furniture buying, was quoted as crediting the gains to television — in that it keeps people home more, so they wear out their furniture faster. Harris, KPRC-TV Houston, is committee chairman. Other tv topics include transmission tariff and viewer reaction. On the Radio Board with Mr. Clay are Vice Chairman Hartenbower; Herbert L. Krueger, WTAG Worcester, Mass.; E. R. Vadeboncoeur, WSYR Syracuse, N. Y.; George H. Clinton, WPAR Parkersburg, W. Va.; James H. Moore, WSLS Roanoke, Va.; Owen F. Uridge, WQAM Miami, Fla.; Robert T. Mason, WMRN Marion, Ohio; Robert B. McConnell, WISH Indianapolis; William Holm, WLPO LaSalle, 111.; F. E. Fitzsimonds, KFYR Bismarck, N. D.; Cy Casper, WBBZ Ponca City, Okla.; Alex Keese, WFAA Dallas; Mr. Wagstaff; Mr. Pabst; Calvin J. Smith, KFAC Los Angeles; Richard M. Brown, KPOJ Portland, Ore.; John M. Outler, WSB Atlanta; John F. Patt, WJR Detroit; Cecil B. Hoskins, WWNC Asheville, N. C; J. Frank Jarman, WDNC Durham, N. C; F. Ernest Lackey, WHOP Hopkinsville, Ky.; Lester L. Gould, KFMA Davenport, Iowa; Edward A. Wheeler, WEAW-FM Evanston, 111., and H Quenton Cox, KQFM Portland, Ore. Network representatives on Radio Board are: Don Durgin, ABC; Arthur Hull Hayes, CBS; John B. Poor, MBS, and Charles R. Denny, NBC. With Mr. McCoIlough on the Tv Board are Mr. Arnoux; Joseph E. Baudino, Westinghouse Broadcasting Co.; Kenneth L. Carter, WAAM (TV) Baltimore; William Fay, WHAM-TV Rochester; Harold Hough, WBAP-TV Fort Worth; Ward L. Quaal, WLWT (TV) Cincinnati; Paul Raibourn, KTLA (TV) Los Angeles; W. D. Rogers Jr., KDUB-TV Lubbock, Tex.; George B. Storer, Storer Broadcasting Co., and Mr. Swezey. Network representatives on Tv Board: Ernest Lee Jahncke Jr., ABC-TV; Merle S. Jones, CBS-TV, and Frank M. Russell, NBC-TV. With Mr. Shafto on the Television Code Review Board are William B. Quarton, WMTTV Cedar Rapids, Iowa, vice chairman; Mrs. Hugh McClung, KHSL-TV Chico, Calif.; Richard A. Borel, WBNS-TV Columbus, Ohio, and Roger W. Clipp, WFIL-TV Philadelphia. Ad Club Hears Barton Discuss Media Growth THE advertising business has grown in the relatively short period of 50 years from a fledgling upstart to "the dimensions of a big industry," according to Bruce Barton, board chairman, BBDO, New York. Addressing the golden anniversary luncheon of the Advertising Club of New York Wednesday, Mr. Barton commented on advertising's progress by stating a simple comparison: "In 1907, as a magazine advertising salesman, I was confronted with a brass sign in a Chicago office building that said, 'No beggars, peddlers or advertising solicitors allowed.' . . . Today, there are approximately 2,400 agencies with a total volume of national advertising in all media — including the two powerful opinion forming forces, radio and television — of more than $8.75 billion. ... No president of a mammoth concern . . . however deeply entrenched, would dare say to his board, 'Gentlemen, we have now secured a major fraction of the national market; we can afford to diminish our advertising effort'." At the same time, Mr. Barton said in the definitive meaning of the term "profession," ". . . we in advertising cannot yet claim the right to professional status." But in light of the advertising industry's yearly efforts in behalf of free service to public causes, Mr. Barton declared that in accepting "as a professional requirement the responsibility of rendering a certain quota of free service . . . without expectation or thought of compensation," advertising has made and is making definite and increasing progress toward becoming a profession. Mr. Barton answered advertising's critics by saying, ". . . if we pour out our pleas to the many in order to influence a few, so does the Church. If our failures seem sometimes more numerous than our successes, so are those of book publishers and the theatre. If our influence causes men to live beyond their means, so does matrimony. And if we are too often dull, repetitious and redundant, so is the U. S. Senate." Inside Advertising Week Set SIXTH ANNUAL Inside Advertising Week, sponsored by the Assn. of Advertising Men & Women, will be held in New York April 1-6. The AAM&W project serves to introduce the country's outstanding senior students in advertising to the New York advertising field. SOUTHWEST VIRGINIA'S fliOi 1 RADIO STATION PACKAGE BUYER? Use WDBJ's 6-13-21 Plan! Class "A" Class "B" 6 minutes weekly $ 63.00 $ 45.00 13 minutes weekly 117.00 78.00 21 minutes weekly 168.00 115.00 Ask Free & Peters! ■ ■ ■ ■% ■ Established 1924 . CBS Since 1929 Ul W% IV i AM . 5000 WATTS • 960 KC ^PH I I K FM • 41,000 WATTS . 94.9 MC WW ROANOKE, VA. Owned and Operated by the TIMES-WORLD CORPORATION FREE & PETERS, INC., National Representatives Page 52 • January 23, 1956 Broadcasting • Telecasting