Broadcasting Telecasting (Jan-Mar 1956)

flie week in brief DO NETWORKS CONTROL FCC? House Small Business Subcommittee subpoenas three years' correspondence of NBC -RCA and CBS with Commission in effort to find out 27 RADIO-TV COMMERCIALS Too many, too misleading, even too loud, critics charge in concentrated attack on overcommercialization of the broadcast media 28 15% FEE A FIXTURE Consensus of advertisers at ANA meet is that traditional agency commission is here to stay, despite consent decree 31 CREATIVITY REQUIRED By advertisers, agencies and media in battle for consumer attention, Foote, Cone & Belding president tells ANA 32 BROADCASTS SELL LABEL BANK Radio-tv campaign credited with putting over Los Angeles premium promotion plan 35 MCCANN-ERICKSON'S TV-RADIO How one major agency allocates responsibility for the broadcast campaigns of its clients 36 DALY, BUTLER REBUFFED America First candidate for GOP presidential nomination and chairman of Democratic National Committee refused time to answer President Eisenhower's Feb. 29 broadcast . 49 MOST WATCHED FILM SHOWS Top 10 syndicated film programs in 10 major markets in February, as rated by ARB 53 departments Advertisers & Agencies 28 At Deadline 7 Awards 97 Closed Circuit . 5 Colorcasting 46 Editorial 112 Education 96 Film 53 RAB SIGNS TAYLOR CBS Radio advertising-promotion executive leaves network to join RAB April 1 as vice president and promotion director 56 TOP IRE ATTENDANCE PREDICTED 45,000 engineers and scientists expected to attend convention of Institute of Radio Engineers and Radio Engineering Show, starting today in New York 58 ALLOCATIONS HEARING NEARS END Only networks remain to testify in allocations phase of Senate Commerce Committee investigation into tv troubles 66 UHF FORCES COMBINE Committee for Competitive Television formed by Uhf Industry Coordinating Committee, Committee for Hometown Television and group of uhf stations .70 WOR DIVIDES AM-TV DUTIES Gordon Gray retains management reins of WOR-TV, Robert Leder brought in to head WOR-AM 79 NEWS — A RADIO NATURAL Get into field in which radio can outdo tv and beat newspapers to public, Gordon McLendon tells Texas Broadcasters Assn 80 KSON DROPS LOCAL AGENCY FEES Substitutes 15% "discount" payments to weed out phony ad firms, protect bona fide agencies 82 SETS WORTH $3.5 BILLION IN 1966 RETMA president predicts electronic industry will hit $21 billion in 10 years 93 Film Maker 22 For the Record 102 Government 66 In Review 14 International 96 Manufacturing 93 Networks 91 Open Mike 18 Our Respects 20 Personnel Relations . 90 Political Broadcasting 49 Professional Services . 92 Programs & Promotion 99 Program Services ... . 89 Stations 79 Trade Assns 56 Broadcasting Publications Inc. Sol Taishoff President Maury Long Vice President H. H. Tash Secretary B. T. Taishoff Treasurer Page 10 March 19, 1956 TELECASTING THE NEWSWEEKLY OF RADIO AND TELEVISION Published Every Monday by Broadcasting Publications Inc. Executive and Publication Headquarters Broadcasting • Telecasting Bldg. 1735 DeSales St., N. W., Washington 6, D. C. Telephone: MEtropolitan 8-1022 EDITOR & PUBLISHER Sol Taishoff MANAGING EDITOR Edwin H. James SENIOR EDITORS Rufus Crater (New York), J. Frank Beatty, Bruce Robertson NEWS EDITOR Fred Fitzgerald SPECIAL PROJECTS EDITOR David Glickman ASSOCIATE EDITORS Earl B. Abrams, Lawrence Christopher (Hollywood) ASSISTANT NEWS EDITOR: Don West ASSISTANT EDITOR: Harold Hopkins STAFF WRITERS: Ray Ahearn, Jacqueline Eagle, Eli Fritz, Dawson Nail, Munsey Slack EDITORIAL ASSISTANTS: Hilma Blair, Anita Stopak, Beverly Horney, Lamar Underwood SECRETARY TO THE PUBLISHER: Gladys L. Hall BUSINESS VICE PRESIDENT & GENERAL MANAGER Maury Long SALES MANAGER Winfield R. 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BROADCASTING* Magazine was founded in 1931 by Broadcasting Publications Inc., using the title: BROAD CASTING* — The News Magazine of the Fifth Estate. Broadcast Advertising* was acquired in 1932, Broadcai' Reporter in 1933 and Telecast* in 1953. *Reg. U. S. Patent Office Copyright 1956 by Broadcasting Publications Inc. Broadcasting Telecasting