Broadcasting Telecasting (Oct-Dec 1956)

the week in brief ARE RADIO NETWORKS NECESSARY? To gauge industry sentiment on this highly controversial subject, B»T asked questions, got answers from 1,267 radio stations, both affiliates and independents 31 How the agencies feel 39 Radio network views ...... 40 ARF TO SCAN RESEARCH FOR FUTURE Second annual conference of Advertising Research Foundation, to meet Thursday in New York, will devote afternoon to "Research Today for Tomorrow and Tomorrow's Tomorrow" 44 TV DEPT. INC. William R. Deering forms New York company to serve agencies unable to maintain television departments of their own 46 NCS NO. 2 ANALYZED Nielsen's John Churchill tells RTES how the coverage figures were obtained; Compton's Julia Brown discusses their use 50 GRANT'S GLOBAL STRATEGY Basics of advertising at home and abroad are told by President Will C. ■ Grant in an exclusive interview with B»T 54 STATIONS UNITE TO BUY FILMS Committee representing 35 tv stations seeks to get films for tv use direct from producers, eliminating distributors 60 THE TEN TOP FILMS A roster of the 10 top syndicated film programs, audiencewise, in JO major markets in October, as compiled by B»T from the viewing statistics collected by American Research Bureau 62 departments Advertisers & Agencies 42 At Deadline 7 Awards 22 Closed Circuit 5 Colorcasting 48 Editorial 110 Film 60 NO OLYMPIC FILMS Picture coverage of Australian Olympics will be limited to stills as television and theatrical news film organizations reject terms imposed by Olympics Committee 64 PROGRAM CHANGES PROBED House Antitrust Subcommittee seeks explanations for CBS-TV's termination of Gold Seal Co. Jo Stafford Show and for WNBQ Chicago's refusal to take Susie series . 70 ULTIMATUM ON UHF FCC tells 83 non-operating uhf permittees to explain why they need further extensions of construction time by Feb. 15, 1957 or lose grants . . .74 BITNER STATIONS SALE OFF Crow ell-Collier blames tight money market for inability to raise $16 million to purchase the seven Bitner stations; forfeits $100,000 earnest money 80 BPA ELECTS PARTRIDGE Advertising-sales promotion manager of Westinghouse Broadcasting Co. named first president of new Broadcasters Promotion Assn 88 AFM SUED OVER RECORD ROYALTIES Damage suit for $8.5 million is filed in Los Angeles against musicians' union on behalf of 6,000 members employed in recording; court asked to halt payments to trust fund 90 mi For the Record I0l Government 70 In Review 15 International .... 97 Lead Story 31 Manufacturing 95 Networks 93 On All Accounts 28 Open Mike 20 Our Respects 27 Personnel Relations 90 Playback 86 Programs & Promotion 98 Program Services 87 Stations 80 Trade Assns. 88 Broadcasting Publications Inc. Sol Taishoff President Maury Long Vice President H. H. Tash Secretary B. T. Taishoff Treasurer BROAD TELECASTING THE BUSINESSWEEKLY 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) ASST. TO MANAGING EDITOR: Donald V. West ASSISTANT EDITOR: Harold Hopkins STAFF WRITERS: Ray Ahearn, Jacqueline Eagle, Dawson Nail, Munsey Slack, Ann Tasseff EDITORIAL ASSISTANTS: Hilma Blair, Sylvia Quinn, Rita Wade LIBRARIAN: Catherine Davis SECRETARY TO THE PUBLISHER: Gladys L. 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Manning EASTERN SALES MANAGER: Kenneth Cowan ADVERTISING ASSISTANT: Donna Trolinger CHICAGO 360 N. Michigan Ave., Zone 1, CEntral 6-4115 MIDWEST NEWS EDITOR: John Osbon MIDWEST SALES MANAGER: Warren W. Middleton. Barbara Kolar HOLLYWOOD 6253 Hollywood Blvd., Zone 28, Hollywood 3-8181 ASSOCIATE EDITOR: Lawrence Christopher WESTERN SALES MANAGER: Bill Merritt, Virginia Bialas Toronto, 32 Colin Ave., HUdson 9-2694 James Montagnes SUBSCRIPTION INFORMATION Annual subscription for 52 weekly issues: $7.00. Annual subscription including BROADCASTING Yearbook (53d issue): $9.00, or TELECASTING Yearbook (54th issue): $9.00. Annual subscription to BROADCASTING • TELECASTING, including 54 issues: $11.00. Add $1.00 per year for Canadian and foreign postage. Regular issues: 354 per copy; 53d and 54th issues: $3.00 per copy. ADDRESS CHANGE: Please send requests to Circulation Dept., BROADCASTING • TELECASTING, 1735 DeSales St., N.W., Washington 6, D. C. Give both old and new addresses, including postal zone numbers. Post office will not forward issues. BROADCASTING* Magazine was founded in 1931 by Broadcasting Publications Inc., using the title: BROADCASTING*— The News Magazine of the Fifth Estate. Broadcast Advertising* was acquired in 1932, Broadcast Reporter in 1933 and Telecast* in 1953. *Reg. U. S. Patent Office Copyright 1956 by Broadcasting Publications Inc. Page 10 • November 26, 1956 Broadcasting • Telecasting