Broadcasting Telecasting (Apr-Jun 1957)

at deadline New Kansas Tv, Pennsylvania Am Among FCC Approvals Friday FCC Friday announced grants of Kansas tv station, new Pennsylvania am radio daytimer and approved power hike for Wyoming tv station notwithstanding objection by competing Casper station. • Central Kansas Television Inc. received approval to operate satellite on ch. 1 1 Garden City, Kan., rebroadcasting ch. 2, NBCaffiliated KCKT (TV) Great Bend, Kan., with 53.7 kw power. E. C. Wedell and family are principal stockholders. FCC Comr. Bartley abstained from voting. • Wireline Radio Inc. (William DeWire) was granted 1010 kc, 250 w, daytime, in Lewisburg, Pa. • KTWO-TV Casper, Wyo., was given permission to increase power from 207 w to 13.71 kw and to relocate studio and transmitter despite KSPR-TV Casper objection, which was denied. Petry Opens Boston Office; Walsh Heads Radio, Howard Tv NEW office opened in Statler Office Bldg., Boston, today (Monday), by Edward Petry Co., national station representative, bringing total Petry offices to eight. Each office has completely separate tv and radio operation, according to Edward Petry, president of firm. Bill Walsh, recently on WEEI Boston sales staff, heads tv department of Boston office and is office manager. Francis Howard, recently of WBZ-TV Boston sales staff, is in charge of Petry's New England radio sales. New Miami V To Be ABC-TV WPST-TV Miami, Fla., joins ABC-TV network as primary affiliate when station goes on air Aug. 1, according to Walter Koessler, WPST-TV general manager, and Alfred Beckman, station relations vice president of network. Affiliation shifts from WITV (TV) Fort Lauderdale. Station will be operated by Public Service Television Inc., wholly-owned subsidiary of National Airlines. It will operate on ch. 10 with 316 kw. CBS Radio Promotes Davis APPOINTMENT of Lucian Davis, manager of network programs, CBS Radio, Hollywood, to new post of executive producer, CBS Radio programming, Hollywood, being announced today (Monday) by Howard G. Barnes, vice president, programming, CBS Radio. Mr. Davis, with CBS since 1936, will be ranking CBS Radio official on West Coast. No successor to William Froug, recently resigned [B«T, May 27] programming vice president, has been named yet by network headquarters. Broadcasting • Telecasting Shulton, Lever CBS-TV Plans Complicated by Product Conflict DOUBTFUL programming status of Tuesday, 8:30-9 p.m. slot on CBS-TV next fall reported settled Friday after prolonged discussions and screenings. Shulton Inc., Clifton, N. J., and Lever Bros. Co., New York, which last month rejected Slezak and Son for that time, have agreed to sponsor new CBS film package Eve Arden Show. Unsettled is what products Lever Bros, will advertise. Time period now is occupied by Private Secretary re-runs sponsored by Dove soap through Ogilvy, Benson & Mather. But vexing Lever (and Shulton Inc., too, which cannot advertise its Old Spice shampoo) is sponorship by Procter & Gamble of preceding (8-8:30 p.m.) Phil Silvers Show. Lever and Shulton cannot advertise "competing products", e.g. Dove v. P&G's Zest, Old Spice shampoo v. P&G's Drene, etc. Thus, agency responsibility for Lever passes from OB&M to I. Walter Thompson Co., which handles Lux and Rinso. Shulton's Agency is Wesley Assoc., New York. NTA Reports Sharp Income Gain NATIONAL Telefilm Assoc., New York, reported Friday that net income for ninemonth period ended April 30, 1957, rose to $818,592, equal to $1.23 per share, representing 328% increase over previous corresponding period ($191,397 or 29 cents per share). Net income for third quarter of current fiscal year, ended April 30, was listed at $309,961, or 47 cents per share, as compared with $55,584, or 9 cents per share, for same period ended April 30, 1956. Exhibition contracts written in current ninemonth period amounted to $12,346,041, as against $3,560,898 in corresponding period of previous fiscal year, NTA said. Film rentals for two periods were $7,680,763 and $2,259,013, respectively. DIAMOND WANTS MORE DIAMOND Match Co., New York, is finding that tv is tailor-made for demonstrating how its new "NeetHeet" product actually works. It's reported that Diamond will expand its current limited spot tv campaign in 17 markets (also spot radio in three markets) to nationwide campaign come next spring. Product is selfstarting briquets box designed for outdoor-suburban use in barbeque grills. Campaign ends after Labor Day, with national drive opening up next April. Used in tv are 20-second and one-minute commercials. Doremus & Co., New York, is agency. • BUSINESS BRIEFLY Late-breaking items about broadcast business: for earlier news, see Advertisers & Agencies, page 32. THE MASCULINE APPROACH • Revlon Inc., N. Y., slowly moving into men's cosmetics line, this month began testing — through tv, radio and newspapers — advertising for Top Brass, men's hair cream. Cities in 13-week test run are Cincinnati, Atlanta and Denver. Emil Mogul Co. is agency placing test campaign. Mogul expected to gain other Revlon men's products as they come out. MORE SCHWEPPES ON ORDER • Schweppes (USA) Ltd., N.Y., bottler of quinine water and ginger ale, pleased with its two-week tv test campaign last year, reportedly will make extensive use of medium in limited number of top, metropolitan markets later this month. Radio also will be used. Agency: Ogilvy, Benson & Mather, N. Y. COLD WEATHER PLANNING • National Carbon Co. (Prestone antifreeze), N. Y., through William Esty, N. Y., planning radio and television spot schedule with same list of markets as last year. Schedule kicks off at varied dates coinciding with first "freeze" days in parts of country, starting early in September. TO GO WITH THE PROS • CBS-TV s pro football games next fall (Sunday afternoons) nearing goal of complete sponsorship with following advertisers already in: Marlboro cigarettes, Ballantine beer, Pabst beer and Falstaff beer. Beer firms are taking parts of games in their distribution areas. Drug firm understood to be ready to sign for rest of available time. PLEASED CUSTOMER BACK • Clorox Chemical Co., Oakland, Calif., which used tv for first in its history last year, understood to be planning to show its pleasure with results by renewing schedule. Agency: Honig-Cooper, S. F. SPOTS ON STOCKINGS • Metro-Goldwyn-Mayer, N. Y., understood lining up next movie radio spot campaign for "Silk Stockings." Campaign will get under^ way middle of July in top 15-20 markets. Donahue & Coe, N. Y., is agency. TARGETS DOWN EAST » Noxzema Chemical Co., Baltimore, for its Noxzema suntan lotion, placing radio spot announcement campaign in half-dozen New England markets. Contract runs from 8 to 10 weeks with varied starting dates. Sullivan, Stauffer, Colwell & Bayles, N. Y., is agency. Continues on page 10 June 17, 1957 • Page 9