Broadcasting Telecasting (Jan-Mar 1956)

Legislative Problems On RETMA Agenda LEGISLATIVE and tax problems affecting electronics manufacturers will be reviewed at the spring conference of Radio-Electronics-Tv Mfrs. Assn., to be held March 13-15 at the Biltmore Hotel, New York. The program includes a score of committee and group meetings. The Senate inquiry into uhf-vhf, proposed cut in the 10% excise tax on tv and radio sets and FCC's order on spurious radiation will be discussed at group sessions. Dr. W. R. G. Baker, General Electric Co., chairman of the RETMA Television Committee, will direct the discussion on the Senate inquiry. The committee will formulate industry views prior to the March 16 testimony by H. Leslie Hoffman, Hoffman Electronics Corp. and RETMA board chairman, before the Senate Interstate & Foreign Commerce Committee. All set makers have been invited to a meeting of the set division executive committee to decide if RETMA will develop and recommend a uniform seal attesting compliance with the FCC radiation order. Plans for National Radio Week, starting May 13, will be taken up by the public relations and advertising group. The fifth annual meeting of commercial and military electronic manufacturers will be held March 18 at the Plaza Hotel, New York. Qualities of Acct. Executives Detailed by Agencyman Mogul "MY CONCEPT of an account executive doesn't include back-slapping, glad-handing, cocktail-drinking and fancy pants," Emil Mogul, board chairman and president of the agency bearing his name, told members of the Advertising News Assn. in New York last week. The good account executive in an advertising agency should sleeves man" oughly be a "shirt business who thorunderstands : the client's business, BB 7:1 I . he said in giving an MR. MOGUL account of the work ings of his agency. Mr. Mogul repeated a talk given his account service staff in a briefing session the previous week. He advised account executives to learn "your client's business from top to bottom and don't be afraid to ask him for information." Executives at his agency, Mr. Mogul pointed out, are instructed to make "How's business?" the first question asked when visiting a client. "Don't wait for a client to ask you to do things," he said. "Always be in there with fresh thinking ahead of him. Don't be afraid to have your ears pinned back. Better throw out 10 lousy ideas than to come up with none at all." Mogul account executives are told to "never sell a client advertising only because it will mean increased billings. We're satisfied to have an account buy advertising only after he has determined that he can afford it on the basis of actual potential sales, or on the basis of the business-building advertising ideas we have proposed," he said. . r : 5 YEAR LEAD IN VIEWING HABITS Represented by Edward Petry & Co., Inc. NEW YOK • CHICAGO • ATLANTA • DttftOiT ■ LUS ANGELES * SAN fRANCISCO • IT, LOUIS BASIC CBS AFFILIATE Broadcasting • Telecasting March 12, 1956 • Page 63