Broadcasting Telecasting (Jan-Mar 1956)

MR. ACCAS ACCAS NAMED HEAD OF TVB OPERATIONS GENE ACCAS, ABC director of sales development and research, will join Television Bureau of Advertising on Feb. 13 as director of operations, TvB President Oliver Treyz announced last week. Mr. Treyz said the appointment is "the final step in TvB's plan for rounding out a hard-hitting executive team and lays the groundwork for membership expansion." Mr. A c c a s , he said, will "supervise and coordinate the internal operations" of TvB, with the research and sales promotion divisions reporting directly to him, while "the external operations — client and stations relations and sales — will be under the supervision of Norman E. (Pete) Cash, vice president and director of station relations. With the appointment of Mr. Accas, TvB's top three executives are ABC alumni. Both Mr. Treyz and Mr. Cash formerly were with that network. "With expanded personnel and an ability to handle a greater work load," Mr. Treyz said, "an expanded team will permit the bureau to more effectively and efficiently serve the industry. It will materially bulwark TvB's program of being constantly 'on the road' making presentations in its continuing efforts to secure for television a greater share of the advertisers' appropriations." The accelerated in-the-field sales activities will include a schedule of regular advertiser and agency visits on a weekly and rotating basis so that TvB will have, at any one time, a key man on the road on sales functions, Mr. Treyz said. He said TvB member stations in each area being visited will be tied in closely with TvB's activities there. Dr. Leon Arons and Gordon Hellmann, respectively, head the research and sales promotion divisions whose efforts Mr. Accas will coordinate. Working with Mr. Cash in TvB's sales functions — which he will supervise in addition to his client and station relations responsibilities— are Howard Abrahams, director of retail sales; Halsey Barrett, senior account executive, and William B. MacRae, account executive. Mr. Accas, formerly in research with Foote, Cone & Belding and after that a sales presentation writer for NBC, joined ABC in July 1951 as manager of radio sales development. Since then, he has served successively as radio sales development manager and consultant, manager of radio sales development and owned television stations sales development, director of sales promotion, and director of advertising, promotion and publicity before being named to his current post of director of sales development and research last Nov. 1. His successor at ABC had not been designated late last week. Georgia Radio-Tv Institute Holds Sessions This Week THE ANNUAL Georgia Radio & Television Institute, to be held this week at Athens under auspices of the Georgia Assn. of Broadcasters and the U. of Georgia's Henry W. Grady School of Journalism, will offer a three-day program including a score of state and national communications figures. FCC Comr. Richard A. Mack is one of the Friday speakers. Addressing the opening dinner Wednesday will be J. Frank Beatty, B»T senior editor. Hosts are WGAU and WRFC Athens. Fred Garrigus, NARTB manager of organizational services, is scheduled to speak Friday along with Frank Silvernail, BBDO station relations director. Thursday speakers include Edwin R. Peterson, vice president, Keystone Broadcasting System, Chicago; John A. Aspinwall, AP; Pauline Frederick, NBC UN correspondent; Merriman Smith, White House correspondent for UP. C. M. Wallace Jr., Georgia Power Co. vice president, will speak at the Thursday luncheon at which AP radio news awards will be presented. Frank A. Woods, Southern Bell Telephone & Telegraph Co., Atlanta, will address the Thursday dinner. Thursday afternoon's program includes panels on farm news and tv programming. Participants include Edward J. Young, Stevens Industries; Wilton Cobb, WMAZ Macon; Elmo Ellis, WSB Atlanta; M. W. Hicks, WRGA Rome; H. Randolph Holder, WRFC Athens; Dwight Bruce, WTOC Savannah; Don Elliott, WSB-TV Atlanta; Jim Hicks, WRDW-TV Augusta, and Helen Parris, WAGA-TV Atlanta. Prof. Worth McDougald, of the journalism school, will direct the panels. Chairman of the institute is W. C. Woodall Jr., WDWD Dawson. Other program committee members are Mr. Bruce; Archie Grinalds, WBIA Augusta; Charles Smithgall, WGGA Gainesville; Hugh Tollison, WGIG Brunswick; John E. Drewry, dean of the journalism school. President Glenn Jackson, WAGA Atlanta, and other officers of GAB worked with the committee. Webb Hits Time' Magazine For Story on Radio 'Decline' LARRY WEBB, managing director of Station Representatives Assn., took Time magazine to task last week for reporting, in its Jan. 2 issue, that "researcher A. C. Nielsen's list of the top 10 radio shows contained not a single nighttime program" and that "radio's decline was further emphasized by the fact that the three top shows were all daytime soap operas." Not so, said Mr. Webb; Time should have made it plain that the Nielsen list deals only with network programs. "Local radio programs today have more listening than ever before," he said in a letter to Time, "and advertisers who understand the medium are well aware of the fact." Radio Adv. Bureau Adds 13 ADDITION of 12 stations and one radio station representation firm in the first two weeks of January was reported Monday by Arch L. Madsen, Radio Advertising Bureau's director of station relations. Mr. Madsen said this was the first stage of an RAB drive to add 150 stations to its membership in 1956. With the combined dues of the new members plus increased fees being paid by several hundred charter member stations, Mr. Madsen said, RAB should achieve close to the $1 million budget it is shooting for this year. The new representative member is H-R Representatives Inc. Stations added: KDAL Duluth, Minn.; KFEQ St. Joseph, Mo.; KFXM San Bernardino, Calif.; KFYO Lubbock, Tex.; KLEA Lovington, N. M.; KSIX Corpus Christi, Tex.; WFMD Frederick, Md.; WJEH Gallipolis, Ohio; WLSH Lansford, Pa.; WPAM Pottsville, Pa.; WROV Roanoke, Va., and WSTV Steubenville, Ohio. N. C. Assn. Forms Foundation To Aid Radio-Tv Education BROADCASTING Foundation of North Carolina Inc. has been formed by North Carolina Assn. of Broadcasters to promote radio-tv education in cooperation with the U. of North Carolina and radio-tv-motion picture department. Chancellor Robert B. House, of the university, said aims of broadcasters and the university are mutual. He lauded NCAB, headed by Allen Wannamaker, WBIG Greensboro, and members of a special broadcaster committee for their assistance. Committee members are Harold Essex, WSJS-AM-TV Winston-Salem; Richard H. Mason, WPTF Raleigh, and J. Frank Jarman, WDNC Durham. A nine-man committee to administer the foundation will meet Feb. 15 at Carolina Inn, Chapel Hill. The foundation will be nonprofit. Earl Wynn, chairman of the UNC radio-tv-motion picture department and head of the UNC Communication Center, said the foundation will also aid in creating radio-tv chairs at the university. Members of the original incorporating group, aside from those mentioned, include William S. Page, WELS Kinston; Jack S. Younts, WEEB Southern Pines; Edmond H. Smith Jr., WIRC Hickory; Gaines Kelley, WFMY-TV Greensboro; Cecil B. Hoskins, WWNC Asheville; W. James MacNeil, WTSB Lumberton; E. Z. Jones, WBBB Burlington; J. R. Marlowe, WGWR Asheboro; Victor W. Dawson, WFNC Fayetteville, Robert M. Wallace, WOHS Shelby, and A. Hartwell Campbell, WGTC Greenville. Newspaper Ad Executives Huddle to Talk Competition COMPETITION of broadcast media, particularly television, for the advertising dollar will be explored by the Bureau of Advertising of the American Newspaper Publishers Assn. at the annual convention of the Newspaper Advertising Executives Assn. in Chicago this week. A host of newspaper, agency and advertising speakers are slated to participate in the three-day convention at the Edgewater Beach Hotel starting today (Monday). Opening day luncheon speech will be delivered by James J. Nance, president of Studebaker-Packard Corp., on 1956 business prospects. Among top executives slated to talk are Norman H. Strouse, president of J. Walter Thompson Co.; Charles Buddie, J. C. Penney & Co.; Vincent R. Bliss, president of Earle Ludgin & Co.; B. Mitchell Cox, vice president of PepsiCola Co.; Lowell McElroy, vice president of ANA. Mr. Bliss will review "The Shifting Tides of Advertising Audiences" and Mr. McElroy will speak on "Jumping Our Hurdles to Greater Advertising Productivity." Harold A. Barnes will make the presentation for the Bureau of Advertising, which he heads. Schachte Heads ANA Group HENRY SCHACHTE, vice president, Lever Bros. Co., and board member of the Assn. of National Advertisers, last week was appointed chairman of the ANA advertising management committee, succeeding Edward G. Gerbic, vice president, Johnson & Johnson, who continues to serve on the committee. Mr. Schachte, past chairman of the Advertising Research Foundation, joined Lever Bros, last year after leaving Bryan Houston Inc., New York, where he was a vice president and a director. Page 56 • January 23, 1956 Broadcasting • Telecasting