Broadcasting Telecasting (Apr-Jun 1957)

RECEPTION... There are all kinds, but if you're looking for sales reception in Southern California, "Star Shoppers"— KTTV's free daytime show for its food advertisers—has another record worth playing . . . Boys Market, one of the nation's most successful supermarket chains, tells the story . . . "As you know, we featured on our one hour special, fresh ground beef at a really low price, thinking perhaps that two or three hundred sales would be made on this special. Imagine our amazement when our meat department at Pomona informed us that 2100 pounds of hamburger were sold!" Now in its 5th year, "Star Shoppers" visits a different market each morning, delivering effective, tangible merchandising support and in-store promotion that means business. Talk to your Blair man about KTTV's "Star Shoppers" and sales reception. Los Angeles Times-MGM 1 Television r ~1 j Represented nationally by BLAIR -TV $' Page 88 • May 6, 1957 TRADE ASSNS. AWRT POLL INDICATES PROGRESS WOMEN are forging ahead in broadcasting, according to an informal poll taken among some 700 delegates at the sixth annual convention of American Women in Radio & Television, held in St. Louis April 26-29. The special survey figures showed 54% of the delegates had been promoted within the past year, 85% were given increased responsibility and 89% got pay raises. During the annual meeting at the Chase and Park Plaza Hotels AWRT delegates looked at their problems and listened to advice from invited speakers and panelists. Other convention features: Delegates set up a job referral service to be headed by Montez Tjaden, promotion manager of KWTV (TV) Oklahoma City; learned their organization had grown to 1,450 members, and elected new directors to two-year terms. These are: Jeanne Bacher, station owner-broadcaster of KGST Fresno, Calif.; Ruth Goldberg, manager, Cleanliness Bureau of the Assn. of American Soap & Glycerine Producers, New York; Bea Johnson, women's director of KMBC-KFRM (FM ) -KMBC-TV Kansas City; Henrietta Kieser, vice president-copy chief-radio-tv coordinator, Bozell & Jacobs Inc., Omaha advertising agency, and Martha Rupprecht, manager of network program distribution, CBS, New York. Incumbents who continue in office another year are President Edythe Fern Melrose of WXYZAM-FM-TV Detroit; Secretary-Treasurer Nena Badenoch, National Society for Crippled Children & Adults, New York, and vice presidents, Betty Butterfield, WAATWATV (TV) Newark; Martha Crane, WLS Chicago; Edith Ford, WLWA (TV) Atlanta; Sarah Jane Moon, KSFA Nacogdoches, Tex., and Marion K. Rowe, KRONTV San Francisco. In other convention actions delegates made Agnes Law, retired CBS librarian, an honorary life member of AWRT, established alumnae membership for women who have retired from the field after 10 or more years' service, and awarded the annual scholarship for undergraduate radio-tv study to Barbara Ann Watson, 19-year-old junior at Temple U., Philadelphia. Members of separate "Showmanship and Salesmanship" panels for radio and tv evaluated assets unique to women broadcasters and made suggestions for further positive values. Tv panelists were Elmer Sulzer, director of radio-tv activities of the U. of Indiana; John B. Babcock, program manager of Crosley Broadcasting Co., who said, "The hardest thing still to find is a good female personality — there just aren't enough around"; Josephine McCarthy of WRCA New York — "A local woman's show is often the only personal selling tool a sponsor or station has . . ." in the face of new network programming and Genevieve Hazard, account executive of Campbell-Ewald Co., Detroit agency, who saw tv as "still in the creeping stage and [it] needs women to teach it how to walk, and later, to run." Radio panelists on "Showmanship and Salesmanship" were Jayne Shannon of J. Walter Thompson agency, New York, who attributed radio's ascending star to increased creativity; Howard Meyer, Chicago vice president of Venard, Rintoul & McConnell, representation firm, who asked vigilance by women broadcasters to meet changing times and markets; Virginia Marmaduke, WMAQWBKB (TV) Chicago, who stressed program budget-consciousness, and Patricia A. Searight of WTOP Washington, who felt that program material should be tailored to the individual market. At another Saturday panel session Judith Waller, NBC public affairs representative, stated that "stations performing most effectively in the public service field are likely to be the broadcasters performing most effectively in the commercial field." Copanelists with her were S. R. Trottmann Jr., general advertising manager of Southwestern Bell Telephone Co.; Elizabeth Marshall, assistant radio-tv director of the Chicago PAUL WILLIS, president of the Grocery Manufacturers of America, greets two ranking guests at the GMA's nightcap party for AWRT convention delegates in St. Louis April 27. They are (left) Betty Doolittle, executive convention director, and Edythe Fern Melrose of WXYZ-AM-FM-TV Detroit, president of AWRT. Board of Education, and Raymond C. Witcoff, vice chairman of the St. Louis Educational Tv Commission. Josephine Wetzler of WLS Chicago moderated. Highlights of the closing banquet, hosted by McCall's magazine, were the magazine's annual awards [B«T, April 29] and a speech by Ben R. Donaldson, director of institutional advertising, Ford Motor Co., and board chairman of Advertising Federation of America. A panel on traffic deplored the practice of some advertisers who use a 60-second spot to advertise two products, "hitch-hiking" a tag announcement at the end of the primary copy. Panelists agreed that conflicts with competitive sponsors can be avoided if representatives and agencies "put all the cards on the table" when signing a contract with a station. Dorothy Reynolds, sales service manager of MBS, Chicago, moderated the session, and panelists were Evelyn Vanderploeg, director of timebuying, Arthur Meyerhoff & Co., Chicago agency; Alan Axtell, St. Louis account executive, The Katz Agency, representation firm, and Jeanne Bacher of KGST. Broadcasting • Telecasting