Broadcasting Telecasting (Apr-Jun 1957)

the week in brief A TAX BLOW TO BROADCASTERS? Internal Revenue disallows five-year depreciation claim on $5 million network affiliation value set by Westinghouse for former WPTZ (TV) Philadelphia. Ruling could set precedent that would deflate station sale prices : 33 TV NETWORK LINEUP FOR FALL Close to $5 million weekly will go into programming alone. B*T presents a run-down chart, with estimated costs, of the networks' fall schedules . 34 AGENCY BUSINESS BOOMS Three out of four handled more business last year, three out of five made more money, A AAA President Gamble tells annual meeting in White Sulphur Springs last week 36 PUTTING ARTISTRY INTO ADS Practical suggestions for improving tv commercials are offered by Jack Baxter of Earle Ludgin Co. in a presentation to AAA A 37 WHAT'S AHEAD FOR RADIO-TV? Western States Advertising Agencies told by RAB's Sweeney that '57 will be another record year for radio. Marketing expert Barton forecasts rosy future for advertising, particularly tv and spot radio; says 15% discount gradually will fade 38 BAD HABITS IN RADIO FC&B's Pardoll warns that a few may spoil the good work of all by overcommercialization, unwarranted rate increases and forced combination sales 46 A LOOK AT COMMERCIALS AAA A delegates get a thorough review of today's tv commercials. B*T presents a sampler 48 departments Advertisers & Agencies 34 At Deadline . 7 Awards 108 Closed Circuit 5 Colorcasting 118 Editorial 124 Education 114 Film 88 For the Record 115 CBS MAY SUE IBEW Possibility of legal action triggered by cancellation of network special telecast April 21 when IBEW and IATSE couldn't resolve jurisdictional problem 61 PAY-TV TEST SNAGGED Rep. Harris raises "constitutional" questions, suggests FCC better check on Hill before authorizing tests. Commission defers action pending conference with commerce committee chairman. Rep. Celler also asks delay, pending hearing on his bill to ban home payments for tv . . . . 64 TV PRODUCERS SUBPOENAED Seven independent programmers to testify before FCC's special network study committee at hearings starting May 1 in New York 67 MODIFIED TV ALLOCATIONS FCC will look into relaxation of its rigid tables in a manner likened to the Craven plan 68 THE DAYTIMERS CHANCE Broadcasters to get opportunity to air complaints at two-day hearing this week 70 SOAP OPERAS MEAN SALES CBS Radio's Hausmann offers facts and figures to show daytime radio serials have a loyal audience that includes top purchasers of consumer goods. Get to know that audience, he exhorts AWRT delegates 80 WHITNEY FORMS RADIO-TV ENTITY Corinthian Broadcasting Corp. set up to handle four tv and two radio properties. Wrede Petersmeyer is president of policy body 96 MUSIC 'KICKBACKS' OFFERED But BMI frowns on suggestion of member Greenfield Music Inc. to turn back part of royalties to stations using material 105 rni hi Government 64 In Review 17 Lead Story 33 Network Showsheets . 74 Networks 103 On All Accounts .... 28 Open Mike 20 Our Respeds 25 Personnel Relations . 61 Professional Services 94 Program Services 105 Programs& Promotions 110 Ratings 42 Stations 96 Trade Assns 80 Upcoming 118 Broadcasting Publications Inc. Sol Taishoff Maury Long Edwin H. James President Vice President Vice President H. H. Tash Secretary B. T. Taishoff Irving C. Miller Treasurer Comptroller BROADCASTING * TELECASTING Page 10 April 29, 1957 THE BUS I NESS WEEKLY 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 (Hollywood), Fred Fitzgerald NEWS EDITOR: Donald V. West SPECIAL PROJECTS EDITOR: David Glickman ASSOCIATE EDITORS: Earl B. Abram-s, Harold Hopkins ASSISTANT EDITOR: Dawson Nail STAFF WRITERS: Argyll Campbell, Jacqueline Eagle, Jere McMillin, Ann Tasseff EDITORIAL ASSISTANTS: Hilma Blair, Robert Connor, Frances Pelzman, Rita Wade LIBRARIAN: Catherine Davis SECRETARY TO THE PUBLISHER: Gladys L. Hall BUSINESS VICE PRESIDENT & GENERAL MANAGER: Maury Long SALES MANAGER: Winfield R. Levi (New York") SOUTHERN SALES MANAGER: Ed Sellers PRODUCTION MANAGER: George L. Dant TRAFFIC MANAGER: Harry Stevens CLASSIFIED ADVERTISING: Wilson D. McCarthy ADVERTISING ASSISTANTS: Doris Kelly, Ada Michael. Jessie Young COMPTROLLER: Irving C. Miller ASSISTANT AUDITOR: Eunice Weston SECRETARY TO GENERAL MANAGER: Eleanor Schadi CIRCULATION & READER'S SERVICE MANAGER: John P. Cosgrove SUBSCRIPTION MANAGER: Frank N. Gentile CIRCULATION ASSISTANTS: Gerry Cleary, Bessie Deese, Charles Harpold, Bertha Scott, David Smith, Violet Quigley BUREAUS NEW YORK 444 Madison Ave., Zone 22, PLaza 5-8355 Editorial SENIOR EDITOR: Rufus Crater BUREAU NEWS MANAGER: Lawrence Christopher AGENCY EDITOR: Florence Small ASST. NEW YORK EDITOR: David W. Berlyn NEW YORK FEATURES EDITOR: Rocco Famighetti STAFF WRITERS: Frank P. Model, Beverly Berl, Diane Schwartz Business SALES MANAGER: Winfield R. Levi SALES SERVICE MANAGER: Eleanor R. 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 3-3148 SENIOR EDITOR: Bruce Robertson 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: 35<f 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 1957 by Broadcasting Publications Inc. Broadcasting Telecasting