Broadcasting Telecasting (Apr-Jun 1957)

STATIONS 11 KCEN-TV is the Leading Station in Texas' 5th Television Market Between the first four major markets of Texas is a giant fifth. Not until KCEN-TV developed a television service with a tower TALL ENOUGH and programming GOOD ENOUGH was this important fifth market covered — really covered — by a single medium. Now, thanks to Nielsen, what we have always contended is a matter of record. KCEN-TV is acknowledged as "THE LEADING STATION IN TEXAS' 5th TELEVISION MARKET." *833 feet *830 feet above average terrain. NIELSEN NCS No. 2 NOV. 1956 KCEN-TV Station B No. of TV Homes in Area 106,370 87,040 Monthly Homes Reached 88,040 66,270 Daytime Weekly NCS Circ. 76,760 55,410 Daytime Daily NCS Circ. 56,700 39,650 Nighttime Weekly NCS Circ. 83010 62,820 Nighttime Daily NCS Circ. 68,420 49,940 SERVING THE TEMPLE-WACO MARKET AND ALL CENTRAL TEXAS KCEN-TV INTERCONNECTED AFFILIATE 33 Counties Served According to Nielsen Survey No. 2. Inquiries as to details invited. movement would get nowhere if launched by only a few stations. But if a score or more would adopt it, they saw a good chance that the movement would "mushroom." Among related problems discussed at the meeting, it was understood, was that of new selling tactics of radio networks — long a sore spot among representation firms. Station Representatives Assn. has been especially outspoken in charging that NBC, particularly, is selling radio so cheaply that it is endangering the whole radio rate structure. The Petry officials were quoted as warning that "cheap" sales of radio network time not only were siphoning off potential spot business but also were making the proposed wholesale cut in stations' own nighttime rates even more imperative. STORER SETS UP AM, TV DIVISIONS National Representatives, George P. Hollingbery Co. Texas Representatives, Clyde Melville Co., Dallas. STORER Broadcasting Co., Miami Beach, has separated radio and tv properties into separate divisions effective May 1, Stanton P. Kettler, vice president in charge of operations, announces. The new divisions will replace the organization's former northsouth districts. William E. Rine, vice president of the northern district, becomes vice president for radio operations and George B. Storer Jr., southern district vice president, is to be vice president for television operations. Storer properties are WGBS-AM-TV Miami. WJBK-AM-TV Detroit, WJW-AMTV Cleveland, WSPD-AM-TV Toledo, WAGA-AM-TV Atlanta, WWVA Wheeling, KPTV (TV) Portland, Ore., WIBG-AM-FM Philadelphia and WPFH (TV) Wilmington. The firm has filed for approval to sell WBRC-AM-TV Birmingham to Radio Cincinnati Inc. (WKRC-AM-TV-Cincinnati Times-Star). The new division plan, Mr. Kettler said, was set up to permit greater concentration on each medium at headquarters. Radio and television already had been operating autonomously under managing directors. Mr. Rine joined Storer in 1932 in the commercial department of WWVA. He was named managing director in 1946 and in 1951 district vice president. The younger Mr. Storer started with his father's firm in 1948 when he supervised the building of WAGA-TV Atlanta. Later he advanced to vice president and managing director of former Storer radio-tv properties in San Antonio and in May 1955 became southern district vice president. Beaston to Succeed Johnson In Storer Midwest Sales Post FLOYD E. (BUD) BEASTON, sales manager of WNBQ (TV) Chicago, has been appointed midwest tv sales manager in the Chicago office of Storer Broadcasting Co., according to an announcement by Maurice E. McMurray, Storer national sales director. The appointment, effective today, fills the vacancy created when Lew Johnson transferred to the New York office of Storer Broadcasting. Mr. Beaston joined WNBQ in 1951. MR. BEASTON MR. RINE MR. STORER Broadcasters Lose First Round Against California Sports Tax CALIFORNIA broadcasters last Tuesday lost the first round of their fight to defeat a bill in the State Legislature calling for a tax on the gross receipts of sports promoters from sale of radio and television rights when the Assembly Committee on Government Economy & Efficiency, by a 9 to 6 vote, ordered the measure reported to the entire Assembly. The bill, seventh in a series of similar proposals which before now have never been voted out of committee, is designed to augment the revenue the State Athletic Commission now receives from a tax on gate receipts. It reportedly would provide an extra $75,000 the commission feels it needs to finance its investigation of rackets in state sports. Broadcasters believe the tax, if imposed on the sports promoters, would promptly be passed along to broadcasters. But radio and tv stations could not so promptly pass this additional sum along to advertisers sponsoring sports broadcasts and telecasts, Harry Warner, legal counsel for KTLA (TV) Los Angeles, told the Committee on Government Economy & Effi SALES PROVE POINT WHUM Reading, Pa., is sold on saturation radio — and it has proved its point. Operating in a newspaper-conscious locale, George Spanier, station account executive, persuaded Lee Heffner, local Ford dealer, to spend his whole January budget in radio. WHUM had a free hand with copy and schedules. Using the theme of "prices so low they're laughable." everyone ended up happy. The station had the best January in its history, and most laudatory, the advertiser's business increased $26,000 over the preceding January. Page 104 April 22, 1957 Broadcasting Telecasting