Broadcasting Telecasting (Apr-Jun 1957)

June 30. 1955. showed a surplus of S8.500. Net income from June 30. 1955. to Feb. 29. 1956. totaled S99.500. Long term liabilities as of Feb. 29. 1956. were about S270.000. Broker: Albert Zugsmith Corp. Other sales announced last week, also subject to FCC approval, were: James Broadcasting Co. has bought WLOW Portsmouth. Ya.. from WinstonSalem Broadcasting Co. for S250.000. James principals include John Quincy. real estate dealer: Richard Maguire and James J. Maloney. attorneys, and Arthur Haley, general manager and 4.7% owner of WORL Boston. Messrs. Quincy. Maguire. Maloney and Haley each own 24% of the James Co. The station is an MBS affiliate on 1400 kc. 250 w unlimited. Broker was R. C. Crisler. Doris Brown and associates have sold WHBG Harrisonburg. Ya.. to Robert C. Currie Jr.. and Frederick R. Griffiths for S65.000. Mr. Currie has a minority interest in WXEX-TV Petersburg. Ya. Mr. Griffiths is operations manager of YVJARTV Providence. R. I. WHBG operates on 1360 kc. 5 kw daytime. Broker was Paul H. Chapman Co. KIHO Sioux Falls. S. D.. has been sold to James A. Saunders and John W. Hazlett by Leslie P. Ware for S65.000. Mr. Saunders is auto executive and Mr. Hazlett the sales manager of WDGY Minneapolis. The 1 kilowatter operates on 1270 kc. with the use of a daytime directional antenna. Broker: Hamilton. Stubblefield. Twining & Assoc. ' Night Radio 'Prime,' Reports PGW's Teter AN answer to current attempts to get radio stations to make substantial cuts in their nighttime rates is being released today ( Monday) by Peters. Griffin. Woodward Inc. Robert H. Teter. PGW vice president and radio director, said studies conducted by his firm over a period of 10 months show that, dollar for dollar, nighttime is already "prime time" in terms of audience opportunity for radio advertisers. Nighttime spot radio rates now in effect, he said, enable an advertiser to buy 9.6% more radio families at night (between 6 and 10 p.m. ) than in the most-sought-after morning times (6:30-9 a.m.). Under current rates the advertiser can get that much more at night for the same expenditure and with essentially the same audience composition. Mr. Teter asserted. The PGW' statement made no reference to the current movement, spearheaded by the representation firm of Edward Petry & Co.. to encourage radio stations to cut nighttime prices to approximately one-half of daytime charges in order to entice more advertisers into evening periods [B»T. May 27]. But there seemed little doubt that, although the origin of the PGW' study predated the Petry move by several months, the release of the data was intended at least in part to offset rate-cut drives. Mr. Teter said. '"Broadcasters and adver tisers should examine their position and attitudes toward nighttime spot radio broadcasting to make sure they are not overlooking one of the most powerful selling opportunities in advertising." The PGW study covered client stations in 23 markets of all sizes, embracing more than 30% of all U. S. radio homes, officials explained. It also showed, they said, that the composition of audiences is substantially the same day and night. For instance, they pointed out. it was found that there is a slightly larger percentage of men listeners at night (42% ) than in the morning (39% ). Crowell-Collier Lost But Profited on KFWB THE acquisition last year by Crowell-Collier Pub. Co. of KFWB Los Angeles helped the publishing firm offset its threatened S5 million loss for 1956 to the amount of S61.701.68. according to a stockholder report issued last week. The report confirmed in black and white that 1956 was a bad year for the company. Crowell-Collier. lacking a president (following the resignation Feb. 15 of Paul C. Smith), is operating under Sumner Blossom, former American magazine editor. As chief executive officer, he reported: • Crowell-Collier's consolidated loss for 1956 was S4.4 million. This follows a mae WAKR HOOPER RADIO AUDIENCE INDEX Share of Radio Audience — Akron City Zone MORNING (7AM-12 NOON) Monaay thru Friday JAN. thru MAR., 1957 WAKR 50.2 Station Station 4.9 13.0 Station "C" 24.2 Station "D' Station "F 2.0 2.8 AFTERNOON (12 NOON TO 6 PM) Monday thru Friday JAN thru MAR., 1957 WAKR 39.7 ■ Station "A" 6.0 Station "B" Station "C Station "D' Station "E" 13.1 28.9 2.3 6.9 NIGHT (6 PM -10:30 PM) Monday thru Friday OCT. thru DEC, 1956 WAKR 57.7 9.8 18.4 3.0 Station "A" Station "B" Station "C" Station "D" Station "E" Clevtland Stations »ith primary servite in Akron NIELSEN NCS AND PULSE ALSO AGREE THAT WAKR IS A DECIDED FIRST. Represented Nationally by BURKE-STUART Company, Inc. • NEW YORK • CHICAGO • DETROIT • LOS ANGELES • SAN FRANCISCO WAKR TV • WAKR RADIO RADIO-TELEVISION CENTER — 853 Copley Road — Akron 20, Ohio Broadcasting Telecasting June 17, 1957 Page 91