Broadcasting Telecasting (Apr-Jun 1957)

WAY OUT ONLY •"SAZ HOVER? HUNTS; THE GTON-CHARL MARKET ESTON 1" NIELSEN :NCS #2 1956 ] ► Of PENETRATION OF COUNTIES | | fO IN COVERAGE i \ WSAZ-TV STA. B STA. j y 100% COVERAGE -J 1 Y COUNTIES L. 1 1 1 i f MORE THAN 75% ► COVERAGE COUNTIES 21 MORE THAN S0% IT/" f COVERAGE COUNTIES 30 [ TOTAL COUNTIES /TQ ^ COVERAGE 07 50 51 ARB: 8 out of TOP 12 -February 195 7 HUMTINGTOM-CHARLESTOM, W. VA. XV.S.Q. SflOTOlI Affiliated with Radio Stations WSAZ. Huntington & WKAZ. Charleston LAWRENCE H. ROGERS, PRESIDENT Represented by The Katz Agency Fetzer, WKZO-TV Kalamazoo, Mich.; Glenn Marshall, WMBR-TV Jacksonville, Fla.; Clair R. McCollough, WGAL-TV Lancaster, Pa.; Richard H. Rawls, KPHO-TV Phoenix; Clyde W. Rembert, KRLD-TV Dallas; P. A. Sugg, WKY-TV Oklahoma City, and Harold Hough, WBAP-TV Fort Worth. Novik Sees Fm Success Irs Strong Programming FM BROADCASTERS can build their audiences and business by strong programming, NARTB delegates were told Monday afternoon at a special fm panel meeting in Chicago. M. S. Novik, consultant and part owner of WOV New York, predicted fm stations will be successful "except where they merely want to make a fast buck." Mr. Novik spoke from the floor during a panel-delegate discussion, with Edward A. Wheeler, WEAWFM as moderator. Mr. Wheeler is chairman of the NARTB Fm Radio Committee. George J. Volger, KWPC-FM Muscatine, Iowa, said fm stations "are finding levels of interest and reasons for being on the air in different areas." Replying to suggestions that low-cost fm sets were harmful to the medium, he said in some markets the fm stations carry sports. Listeners thus hear programs they often can't get anywhere else. This stimulates a desire for better sets for quality reception of fm musical programs, he contended. Gardiner G. Greene, head of Browning Labs, which makes background music equipment, said the company is developing a device to make any tv set an fm-band receiver [Closed Circuit, April 8]. The gadget is attached between the lead-in and the antenna connection, he said, and probably will sell for around $20 each at the factory on the basis of a 10,000-20,000 run. Much attention was devoted to the technical problems confronting multiplexing. Sam Gersh, WFMF (FM) Chicago, said several manufacturers have good multiplexing gear but conceded the transmitting antenna system "was vulnerable." Frank Silvernail, BBDO timebuyer, said the agency has given up on fm except for Rural Radio Network, in New York state, because so many stations duplicate programming. He said the agency has found the average person doesn't know whether he is listening to am or fm. Ray Stone, timebuyer of Maxon Inc., suggested fm information be coordinated and brought together. He felt national advertisers and agencies don't want to use fm on the basis of the information they have at hand. FCC Comr. Robert T. Bartley, at one time fm director of the old NAB, said, "Fm is like a cat with nine lives." He added, "It's a pleasure to tune an fm dial in Washington." He anticipated a hearing on the 25-to-890 mc portion of the spectrum within the next 30 or 40 days. E. K. Hartenbower, KCMO-FM Kansas City, said 24% of radio homes, or 74,000, have fm in the area. He explained "56,000 use them but the rest don't know they have fm in their sets." NARTB's research committee, of which he is chairman, is trying to get an fm question in the 1960 census, he said. Raymond S. Green, WFLN (FM) Philadelphia, noting the increase in fm station applications, posed this rhetorical question, "Why are they applying for these channels?" He noted a 38% fm radio-home saturation in the city, with 80% of sets used regularly. Harold I. Tanner, WLDM (FM) Detroit, said Philco is interested in fm auto receivers. He told of reports that Motorola is designing an fm auto set for LincolnMercury. Leonard Ashbach, Majestic International, told of the growing sales of foreign sets. Ben Strouse, WWDC-FM Washington, cited a Pulse survey showing 41% of Washington homes with fm, two-thirds of which are used in a week. Chairman Wheeler, whose WEAW and WEAW-FM have separate rates, said P. Lorillard has just bought a contract, insisting on getting fm with the order. Tv Management Told Organization Basics THE basic principles — and the importance — of sound organization planning and direction engaged telecasters at a panel session of the NARTB convention's tv management conference last Tuesday. John S. Hayes, president of the broadcast division of Washington Post & Times Herald (W T O P A M T V Washintgon, WMBR-AM-TV Jacksonville. Fla), and Lawrence H. (Bud) Rogers II. vice president and general manager of WSAZ-AM-TV Huntington, W. Va., joined two experts from outside fields — Samuel L. H. Burk of the National Assn. of Mfrs. and Donald R. Booz of Jewel Tea Co. — in outlining objectives and methods in setting up an organizational chain of command. Mr. Burk, NAM's director of industrial relations, spelled out these basic principles: 1. Knowledge of people, their abilities and weaknesses, and assigning them accordingly. 2. Coordination: Proper coordination is based on authority. People resent being "bossed," but most of them "seek leadership." which should serve as the avenue for exercising authority. Discipline can be imposed through rewards and sanctions, but the most effective discipline comes through "precept and example." 3. Grading: Setting up different levels of authority and responsibility so that work may be delegated efficiently and top management freed for top-level problems and policy decisions. 4. Specialization: Although there is a danger in over-specialization, people enjoy — and should be assigned to — jobs calling on their highest capacities. 5. Staff services: They should be planned so that specialized functions are performed by specialists in that field, while functions common to different operations may be handled by a common staff." Mr. Booz, asked to cite symptoms of a poorly run organization, said one of the first is a smaller return on investment than is Page 116 • April 15, 1957 Broadcasting • Telecasting