Broadcasting Telecasting (Apr-Jun 1957)

/ CASE HISTORY -AUTOMOTIVE KBKtdoesitagiin Southern California motorists love Bardahl . . . Bardahl loves Southern California motorists, and the prime way to reach them: broadcast advertising. It's not just sentimental fancy with this Seattle-manufactured oil additive, which puts 95% of its regional budget into air media. The affection is based on yearafter-year sales increases, ranging from steady to sensational. "Each year we put quotas for our salesmen higher, and each year broadcast advertising helps them over the top" says William H. Barkley, President, Bardahl of Southern California Inc., Los Angeles. "1956 beat 1955 by 30%, and 1957 thus far is even ahead of that!" Bardahl started using KBIG in 1953 (their spots won the Advertising Association of the West trophy as best-in-the-west commercial). Today Bardahl uses KBIG early morning news (also awarded trophies from the Radio-Television News Club of Southern California the last four successive years). "We've shown how we feel about KBIG by renewing for another 13 weeks" says Jon Ross of Jon M. Ross Advertising, Los Angeles affiliate of Miller, Mackay, Hoeck & Hartung, Seattle. "KBIG gives us all eight Southern California counties at exceptionally low cost-per-thousand." Your Weed man has many more case histories to help you evaluate Southern California radio. OPEN MIKE JOHN POOLE BROADCASTING CO. 6 SAO Sunset Blvd.. Los Angeles 28, California Telephone: Hollywood 3-320S Nat. Rep. WEED and Company No One Was Unwanted editor: I am disturbed by the Closed Circuit [B«T, April 1 5] where you report some management delegates had complained that the presence of engineering personnel at the NARTB convention luncheons prevented their obtaining tickets. As accurately as I can remember there was room for more tables. It appears that if reservations had been made in advance . . . the NARTB staff could have taken care of all who wanted to attend, the engineers' presence notwithstanding. . . . This proposal to separate them (management and engineering) is most disappointing as it shows there is still some lack of understanding of one of the purposes of the engineering conference. O. W. Towner Director of Engineering WHAS Louisville, Ky. [Editor's Note — We certainly did not mean to imply that engineers were not wanted. In our view, administrative awkwardness was at fault in the luncheon ticket jam. It was at that target we were aiming.] 'Yearbook' Admiration Society editor: [The B*T Yearbook-Marketbook] as always, contains a lot of very useful information. Frank S. Ott Vice President D'Arcy Adv. Co. New York City editor: ... a valuable addition to our library. Humboldt J. Greig C. J. LaRoche & Co. New York City editor: . . . often very useful during the course of the year. William A . Fricke Assoc. Media Director, McCann-Erickson, N. Y. editor: . . . not only our Bible but our gospel. Philip H. Cohen Vice President, Radio-Tv Sullivan, Stauffer, Colwell & Bayles New York City editor: ... a most helpful reference and a real time saver as it makes so much basic information so readily available. G. Kirk Greiner Assistant Media Director Young & Rubicam New York City A Plea for Simplexing editor: We feel it our duty to supplement B»T April 8's excellent "How Bright a Future For Fm?" with a few precautionary notes. Muzak switched from telephone lines to fm radio in August 1956. Six months later they went back to telephone lines. Reason: considerably higher equipment maintenance problems with fm receivers, as compared to telephone line receivers. Also, the telephone company is now giving a minimum flat rate regardless of mileage which makes telephone lines less expensive. We oppose multiplexing. At best, we feel that multiplexing should be optional. We are not worried about "pirates." . . . We welcome them. The more (places of business) that want to "pirate" our broadcasts, the more valuable we are to our advertisers. Continuation on a simplex basis permits a continued growth of home listening audiences. Our broadcasts are not aimed at any one or two food chains. . . . When background music programming is removed from the primary channel, it will remove a strong incentive for fm home listening. Sidney A. Abrams General Manager Market-Casters Seattle, Wash. Wants More Fm Reports editor: B«T is to be sincerely congratulated for its efforts to help draw attention to the revitalized interest in fm. We sincerely hope you will continue to review the ever growing interest in fm in upcoming issues. Norman Paul General Manager KSJO-AM-FM San Jose, Calif. [Editor's Note — Reprints of the B-T April 8 "How Bright a Future for FM?" are available at $15 per 100 copies.] Gates' Audible Tone editor: "Automation: It's Bound to Happen" [B*T, April 15] states that both the Ampex automatic programming system and the Gates auto-station used subaudible tones on a master tape. I would like to point out that the Gates auto-station had audible tones on a separate track which differs from other automatic systems. Thomas R. O'Hara Audio Sales Gates Radio Co. Quincy, III. Likes Agency Man's Tips editor: We feel the article "Agency Plans Board Should Pick Media To Be Used" by Harold H. Dobberteen [B»T, March 4] contained good solid information noteworthy of personal praise. In fact, we would like to photoreproduce copies. Robert A. Wilt Assistant Advertising Director Advertising Agency Magazine New York City Ad Club Wants Speakers editor: As a chairman of the Tampa Advertising Club it is my responsibility to secure interesting and informed speakers for regular club meetings. Too often we are not aware Page 22 • May 6, 1957 Broadcasting • Telecasting