Broadcasting Telecasting (Apr-Jun 1957)

THE WEEK IN BRIEF LEAD STORY Agencies, Networks Dissected — House antitrust group report asks Dept. of Justice to review advertising practices. FCC scolded by Chairman Celler's committee, which also found that while tv has made great advances, there is plenty of room for improvement. Time-option and must-buy practices are criticized. Page 31. ADVERTISERS & AGENCIES Foods Spend Most In Spot Radio — Total of $8.3 million invested in spot radio time for food and grocery advertising in first quarter of 1957. Tobacco products close second with $8.1 million. Overall three-month spot outlay was $48.8 million. Station Representatives Assn. report shows complete product breakdown. Page 44. Why Edsel Picked FC&B — Here are the reasons behind the agency selection for Ford's new auto. Page 36. Aftermath of Cancer Report — Major tobacco advertisers and their agencies expect American Cancer Society report, linking tobacco smoking with death rate, to have little effect on their advertising plans. Page 34. Could Your Spot Tv Sue For Non-Support? — Martin Himmel of Dunnan & Jeffrey uses B»T's Monday Memo to outline basic commandments for advertisers who fail to set up distribution, merchandising and orientation of retailers before getting into spot tv. Page 129. NETWORKS MR. HIMMEL Time Buys That Paid Off — Hair curlers, discount items and even bologna can be sold throu?h radio-tv. Successful advertisers show how it's done. Page 44. FILM Paramount Will Tune Itself Into Tv Picture — President Balaban sees Paramount Pictures as an "important supplier" to television, both sponsored and toll. The Hollywood major hasn't made deal on its pre1948 library, but may this year. Mr. Balaban feels commercial tv is in trouble and needs movieland's product. Page 52. United Artists Paints Rosy Picture — Stockholders in company's first stockholder meeting in 38 years are told firm plans to live happily ever after with tv. In exclusive B»T interview UA President Arthur B. Krim and Tv Sales Director John Leo explain U-A's "philosophy" towards tv, hint at stepped-up activity in that field. Page 54. Government Reaction to FCC's Tv Proposal — Suggestion to junk five-year-old system of processing tv applications draws around hundred comments. They range from outright acceptance to complete dismay. Page 70. More Blistering of the FCC — Tv grants draw further censure from Capitol Hill. Chairman McConnaughey answers Rep. Dingell. Page 74. KHRUSHCHEV That Kremlin Exclusive — CBS' Face the Nation interview of boss Khrushchev generates much comment across the nation, from the White House to the remotest barbershop. Most, particularly the press, are lavish in praise of the network's reportorial enterprise; there are a few growls and questions. Page 60. PROGRAM SERVICES Cable Movies in the Home — Will American public pay more for movies delivered to the home than they do at theatres? That is basic question to be answered by Bartlesville, Okla., wired toll tv program, Jerrold's Milton Shapp and International Telemeter's Carl Leserman agreed last week in debate at Pittsburgh convention of community tv operators. Page 80. New Microwave Relay Readied — Bell Telephone Labs., with aid of new solid state devices and other technology, expects to have installed in two-three years new radio microwave relay that will broaden cross-country tv program highway. Page 96. $5 Million Lure For Giants, Dodgers — ITV makes offer for closed-circuit tv rights if ball clubs stay in New York. Page 91. MANUFACTURING RCA Mapping Plans — RCA, cashing in on high-fidelity sound boom, intends to give all-out push to stereo home reproduction equipment this fall. To tell story of binaural sound, RCA and Kenyon & Eckhardt will show UPA-produced tv commercials later this summer on network, while dealers plan co-op on local stations. Pages 95 and 35. INTERNATIONAL BBC, 21 Months After Commercial Tv — Gerald Beadle, BBC director of television, reviews the history and plans of the government corporation in a special interview with B«T's editors. He makes some comparisons of BBC and commercial tv operations. Page 120. DEPARTMENTS ADVERTISERS & AGENCIES . . 34 AT DEADLINE 9 CLOSED CIRCUIT 5 COLORCASTING 36 EDITORIAL 130 EDUCATION 98 FILM 52 FOR THE RECORD 107 GOVERNMENT 70 IN PUBLIC INTEREST 20 IN REVIEW 18 INTERNATIONAL 102 TRADE ASSNS. LEAD STORY 31 MANUFACTURING 93 MONDAY MEMO 129 NETWORKS 54 OPEN MIKE 14 OUR RESPECTS 26 PEOPLE 103 PERSONNEL RELATIONS PROGRAM SERVICES S PROGRAMS & PROMOTIONS .11 RATINGS 39 STATIONS 98 68 Broadcasting • Telecasting June 10, 1957 • Page 7