Broadcasting Telecasting (Jan-Mar 1957)

Growing Value of Spots In Daytime Video Cited DAYTIME spot values have doubled since 1953, growing at an unprecedented rate during the past four years, according to a report prepared last week by the television division of Edward Petry & Co., New York, station representatives. The study, "1957's Greatest Tv Value," analyzes factors which have contributed to the development of the daytime spot and the attraction of an advertising investment of over $100 million during 1956. Employing 1953 as a base year, since it marked the beginning of full daytime programming in most areas, the Petry study points out that 17 million families have been added to the tv audience in the past four years — an 80% increase in set saturation. Applying Nielsen sets-in-use to the set ownership data for typical months in 1953 and 1956, it is shown that the average daytime viewership has doubled in this period. The report indicates that this massive increase in audience has not been reflected in the daytime spot rate trend. In 1953, daytime spot rates were generally 50% of the nighttime level, but today they range between 25 and 35% of class A. This spread has been further enlarged for daytime announcements by the introduction of package plans providing for discounts up to 50% for multiple spot purchases, the report notes. These developments enable today's daytime tv advertisers to buy announcements at rates which are in some instances lower than the 1953 levels for the same periods, it it claimed. The study compares 1953 and 1957 costs for daytime announcement schedules for ten Petry represented tv stations including five in the top 20 markets. Taking advantage of package plans, advertisers can purchase saturation campaigns on these representatives stations reaching a greatly enlarged viewership at costs comparable to 1953 levels for similarly heavy daytime spot schedules. Primm of WEYE Charged In Copyright Breach Case THREE members of the American Society of Composers, Authors & Publishers filed suit last week for copyright infringement against Waldo W. Primm as owner, operator and manager of WEYE Sanford, N. C. The plaintiffs allege that copyrighted songs were performed by the station without authorization. The songs involved in the suit are: "We Kiss in a Shadow," "Something Wonderful" and "Hello, Young Lovers," all by Richard Rodgers and Oscar Hamerstein 2nd and published by Williamson Music, Inc.; "At Sundown" by Walter Donaldson, published by Leo Feist, Inc. and "Friendly Persuasion" by Paul Francis Webster and Dimitri Tiomkin, published by Leo Feist, Inc. The plaintiffs, Messrs. Rodgers and Hammerstein and Leo Feist, Inc., are asking the U. S. District Court for the middle district of North Carolina to restrain the defendant from publicly performing the songs in the future and to award damages of not less A FROZEN 9, formed from almost 400 pounds of ice, was the piece de resistance at a reception celebrating the "unfreezing" of ch. 9 Charlotte, N. C, and the granting of the channel to WSOC-TV that city. The reception served to introduce George Henderson, WSOC-TV general sales manager, to advertising agencies in the area. L to r: Larry Walker, WSOC-TV executive vice president in charge of television; Earl Gluck, WSOC-AM-TV president, and Mr. Henderson, formerly with WLW Cincinnati. than $250 for each unauthorized performance, together with court costs and attorneys' fees. The ASCAP legal department in New York told B«T Thursday that the organiza tion's members file suits against stations frequently, but ASCAP only recently has started to publicize them and does so only in what it considers to be "flagrant" cases. ASCAP indicated "more than a few" suits against stations currently are pending in various courts throughout the U. S. but declined to enumerate them even though they are matters of public record. Crosley To Begin Construction On WLWI (TV) Indianapolis, Ind. CROSLEY Broadcasting Co. plans to start construction immediately on ch. 13 WLWI (TV), a new station to be located in Indianapolis, Ind. By a tight four to three vote, the FCC granted the new channel to the Crosley company March 8. [At Deadline, March 11], Studios for WLWI (TV) will be located at 1401 N. Meridian St., Indianapolis. The transmitters will be built just north of the city on the northeast corner of 96th St. and Ditch Rd., Hamilton County. Indianapolis is in Marion County. Application for the channel was first made in 1946 when licenses were granted to Crosley in Cincinnati (WLW-AM-TV), Columbus (WLWC [TV]), and Dayton (WLWD [TV]). The broadcasting company now has five tv station licenses — the maximum number. In addition to the three Ohio outlets, Crosley also owns and operates WLWA (TV) Atlanta. yiSSMf 8$IS TRANSCRIBED LIBRARY OLISEUM TOWER • NEW YORK 1 send for prepaid audition discs BETTER BALANCED MUSIC PROGRAMMING Stewart E. Chamberlain, Prog. -Dir. of KGAK, Gallup, N. Mexico writes: "Yah-tah-hay ! from the Indian Capital of the World! KGAK in Gallup, N. Mexico is bordered on the north by the Navajo Reservation, and to the south by the Zuni Pueblo. "But to get to the point, I wish to pass along a little information on the uses we have made of the wonderful SESAC Library. "... I have programmed 'Musical Panorama' three evenings a week . . . Walt Jaworski and Walter Solek and their polka bands have been making a big hit on 'Polka Time' Saturday evenings . . . and needless to say, our listeners thoroughly enjoy 'Music by Maltby' and the other fine artists on SESAC. "KGAK has the 'Original Navajo Hour'. . . our announcer and DJ, Dana Begay, intersperses native Indian songs and chants with the 'N' section of SESAC which he finds very helpful in presenting different types of music to his people. "Yes, we too, have found that we get 'Better Balanced Programming' with SESAC." Broadcasting • Telecasting March 18, 1957 • Page 93