Broadcasting Telecasting (Oct-Dec 1956)

radio fold (CBS) tied to a 52-week, $1.5 million gross contract. In July, Station Representatives Assn. released its first report on radio time sales of national spot, showing sales running well ahead of 1955. A month later, Petry Co. announced sponsorship of an advertising news show on WOR New York, making it the first such regularly scheduled program and the first representative to sponsor a radio program, while Pepsi-Cola claimed fabulous sales gains for its "Pepsi Please" saturation spot radio campaign that was used in two test cities. BBDO in October released a major study (for clients) of radio, tracing its history, concluding it was still a necessity for the advertiser and public, and cautioning that post-tv changes have made radio buying hard work. By October, SRA was reporting national spot radio time sales smashing a monthly record in August, traditionally a low month and predicting a record year in 1956. Seemingly to dramatize spot radio's popping muscle, DeSoto was upping its spot radio budget to $175,000 for a three-week radio only drive in 100 markets compared to $65,000 last year for a similar combined radio-tv spot campaign. Radio Makes Headlines UP to the yearend, radio continued its news making: In November, Radio Advertising Bureau turned over a national radio advertising clinic to advertisers permitting them to tell their own stories of radio's power. Products ranged from beer to airline fares, soap to small loans. Also that month, it was revealed that, for the first time in 16 years, Thomas Leeming & Co. (Ben-Gay) and Pacquin Inc. (Silk 'N' Satin, hand cream) — both under the same management — would concentrate their entire budget (1956-57) in spot radio exclusively. Lever Bros, in December signed for a $3 million gross time purchase on CBS Radio; Bristol-Myers turned in a $2.1 million (net billing) for one-half of NBC Radio's new hourly five-minute news programs, and SRA came up with its estimate on a spot radio record for the year of $150 million, or $15 million above the previous record in 1953, and predicted a possible higher figure for 1957. Among the advertisers entering greater budget chunks in the air media's ledger, as well as those writing broadcast success stories: Roto Broil Corp. of America leaped ahead in sales of automatic rotisseries via national advertising, 75% of which was in tv; after a prolonged strike, Westinghouse Electric Corp. prepared its biggest advertising drive, aiming $10 million for radiotv during the year; Shulton Inc. (Old Spice Continues on page 33 FCC SPECULATES ON THE SPECTRUM First steps taken to review above 890 mc; 25-890 mc study also likely FOR the first time since the post-World War II allocations hearings, which involved not only television and fm but also other services, the FCC is girding to take a look at the radio spectrum. It already has instituted the first steps toward giving the once-over to the apportionment of frequencies above 890 mc. And, in recent weeks it has become apparent that the Commission is thinking quite seriously of extending this review to those allocations between 25 mc and 890 mc. This is the area which includes television and fm broadcasting. This concern is due to two things. One is the upcoming 1959 International Radio Conference, which will probably be held in Geneva, Switzerland. The last radio international conference was held in 1947 at Atlantic City, N. J. The other is the mounting pressure for more space by the non-broadcast services — aviation, land transportation (taxi-cabs, trucking, etc.), industrial (manufacturers, etc.), public safety (police and fire) . In its annual report the Commission took note of this: "Many existing safety and special radio services are 'bursting at the seams' and seek additional frequency space. Included are those engaged in manufacturing, distributing, and servicing products; in construction and building-supply operations; and in agricultural and other commercial pursuits. Others, which do not want to fit into established services, would like frequencies for new and more specialized services. In addition, many of these same interests — to the inclusion of stores, banks, etc. — are clamoring for their own microwave systems, frequencies for which are in short supply because of priority consideration to the public safety services — such as police, fire and other protective agencies — and to public utilities which serve the masses. "In the common carrier field there is urge for more elbow room for such radiotelephone operations as long-haul microwave relay by the telephone industry, short-haul point-to-point services by private concerns, mobile communication extension and added public coastal facilities. "As for broadcasting, the am band is, generally speaking, so crowded that only local daytime stations, for the most part, are now able to shoehorn in. The vhf portion of the television bands is practically used up in populous areas, and the only room for commercial tv expansion on a national basis is in the uhf range. On the other hand, both commercial and educational fm frequencies are going begging and educators are finding it difficult to obtain funds to avail themselves of the tv channels which have been reserved for them." After four years of major activity in the television field, the FCC's broadcast pendulum has begun to swing the other way. The other way in this case is the Commission's increasing concern with standard broadcasting. In the last months of 1956, the FCC revitalized the clear channel proceeding, which was initiated in Feburary 1945. It also has pending before it petitions from daytime broadcasters and by local (community) broadcasters asking for changes in the rules governing their operation. The 11 -year-old clear channel case had two-fold purpose when it was started. The first was to study the possibility of raising the maximum power of the clear channel stations. They are now limited to a maximum of 50 kw. The second, and corollary, was to determine whether it would be in the best interest of the public to permit additional duplication of the clear channels. Almost 7,000 pages of testimony and more than 400 exhibits have been submitted — the result of hearings held in January, April and July 1946. In 1947. the phenomenon of daytime skywave was incorporated into the clear channel case. In 1953, this aspect was separated from the major proceeding. There now is a proposed final decision which would extend protection to clear channel stations up to two hours before sunset and two hours after sunrise. Clear channel stations — each using its frequency exclusively at night — came into being almost at the beginning of radio broadcasting. The purpose of clears was to assure that the great populace who lived outside the environs of large cities would receive radio service at night. Nighttime brings the propagation phenomenon of skywave skip. This means that a station whose ordinary daytime groundwave coverage is of modest proportions can be heard at great distances at night. In order to use this quirk of transmission, the principle of clear channel stations was established. There are 45 clear channels — and on 24 of them there is but a single Class 1-A station at night. On the other 21, there are usually two, widely-separated Class 1-B stations, protecting each other's .5 millivolt per meter, 50% skywave contour. Actually there are 35 Class 1-B broadcast stations, for some of these frequencies are shared with Canada, Mexico, Cuba and other North American nations. The pressure to break down the clears has been mounting, particularly since the late 1930's and post-World War II years. At the same time, the clears have experimented with, and have sought, higher and higher powers in order to better accomplish their primary nighttime mission. In fact, in 1945, WLW Cincinnati (on 700 kc) operated experimentally with 500 kw. What kicked off the current clear channel interest at the FCC was an appellate court order directing the Commission to settle the 15-year-old KOB case. Since 1941, KOB Albuquerque, N. M., has operated under temporary authorization on clear chan Broadcasting • Telecasting December 31, 1956 • Page 29