Broadcasting Telecasting (Jan-Mar 1957)

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the week in brief Broadcasting Publications Inc. Sol Taishoff Maury Long Edwin H. James President Vice President Vice President WNEW TO DUMONT: $7.5 MILLION Highest sale price in radio history, third highest station transfer in broadcast field, attained as New York property is transferred 31 HOW TO PRE-TEST COMMERCIALS Dr. Ernest Dichter tells how statistical methods and practical experience can be combined to evaluate tv sales copy in advance 32 PRUDENTIAL GOES TO McCLINTON Insurance sponsor leaves Calkins & Holden after seven years to place account with newly formed agency .36 MEDIA COURT TEENAGERS 'Rating rat-race' underway as radio, tv and print interests make aggressive efforts to get attention . . 39 PARAMOUNT STARTS TOLL TV Subsidiary, International Telemeter, demonstrates refined fee-tv system at Los Angeles laboratories; both wire and air transmission utilized . ... .41 FCC DROPS ECONOMIC CRITERION Commission reverses 15-year policy to explain it lacks legal authority to consider effects of grant on business of an existing station 42 NEW POWERS FOR FCC STUDY Barrow network project now armed with subpoena authority to get information from reluctant broadcasters 46 DEINTERMIXTURE PROGRESS FCC clears up five of original proposals and proposes ch. 8 move from Hartford to Providence area 48 NEW DEVICES SHOWN AT IRE Latest developments in transistor circuitry featured as engineers hold annual meeting in New York 68 ROOM FOR MORE AM STATIONS? Single sideband system developed by Kahn Research Labs, being tested on WMGM New York. NARTB convention to hear details of technique . . 70 JANUARY TV BILLINGS SOAR Networks reach $43.5 million during month, according to PIB, showing 11.9% increase over year ago . . .80 SCORE OF CHICAGO MEETINGS Daytimers, network affiliates and other broadcast groups listed on NARTB non-convention schedule 92 A HAPPY LIFE WITH THE CODE WGN-TV Chicago, independent outlet discards "objectionable" types of advertising and discovers it can make money by sticking to standards .97 CBS-TV LEADS IN EMMY AWARDS Gets one more than NBC-TV as annual selections are announced; 'Playhouse 90' gets high mention ... . 101 THE CASE FOR NETWORKS Investigations everywhere, says NBC President Robert W . Sarnoff, defining their service to public 128 A FUTURE IN TIMEBUYING? William E. Steers, Doherty, Clifford, Steers & Shenfield, sees good opportunities in this agency field 134 200 TOP TELEVISION SPONSORS Proctor & Gamble, No. 1 user of visual medium, reaches $60.9 million in national and spot purchases .... 136 113 departments Advertisers & Agencies 32 At Deadline 7 Awards 101 Closed Circuit 5 Colorcasting 34 Editorial 142 Education Ill Film 86 For the Record 103 Government 42 In Public Interest . . ... 22 In Review 15 International 112 Lead Story 31 Manufacturing 68 Networks 80 On All Accounts . . . . 26 Open Mike 18 Opinion 128 Our Respects 24 Professional Services 92 Program Services .... 41 Programs & Promotion 121 Spot Tv Report 138 Stations 96 Trade Assns 92 Upcoming 106 H. H. Tash Secretary B. T. Taishoff Irving C. Miller Treasurer Comptroller TING CASTING THE BUSINESSWEEK I. Y OF RADIO AND TELEVISION Published every Monday by Broadcasting Publications Inc. Executive and Publication Headquarters Broadcasting • Telecasting Bldg. 1735 DeSales St., N. W., Washington 6, D. C. Telephone: MEtropolitan 8-1022 EDITOR & PUBLISHER: Sol Taishoff MANAGING EDITOR: Edwin H. James SENIOR EDITORS: Rufus Crater (New York), J. Frank Beatty, Bruce Robertson (Hollywood) NEWS EDITOR: Fred Fitzgerald SPECIAL PROJECTS EDITOR: David Glickman ASSOCIATE EDITOR: Earl B. Abrams ASST. TO MANAGING EDITOR: Donald V. West ASSISTANT NEWS EDITOR: Munsey Slack ASSISTANT EDITORS: Harold Hopkins, Dawson Nail STAFF WRITERS: Art Brandel, Argyll Campbell, Jacqueline Eagle, Jere McMillin, Ann Tasseff EDITORIAL ASSISTANTS: Hilma Blair, Frances Pelz man, Rita Wade LIBRARIAN: Catherine Davis SECRETARY TO THE PUBLISHER: Gladys L. Hall BUSINESS VICE PRESIDENT & GENERAL MANAGER: Maury Long SALES MANAGER: Winfield R. Levi (New York) SOUTHERN SALES MANAGER: Ed Sellers PRODUCTION MANAGER: George L. Dant TRAFFIC MANAGER: Harry Stevens CLASSIFIED ADVERTISING: Wilson D. McCarthy ADVERTISING ASSISTANTS: Doris Kelly, Jessie Young COMPTROLLER: Irving C. Miller ASSISTANT AUDITOR: Eunice Weston SECRETARY TO GENERAL MANAGER: Eleanor Schadi CIRCULATION & READER'S SERVICE MANAGER: John P. Cosgrove SUBSCRIPTION MANAGER: Frank N. Gentile CIRCULATION ASSISTANTS: Gerry Cleary, Cecilia Delfox, Bessie Farmer, Charles Harpold, Joseph Sapienza BUREAUS NEW YORK 444 Madison Ave., Zone 22, PLaza 5-8355 Editorial SENIOR EDITOR: Rufus Crater BUREAU NEWS MANAGER: Lawrence Christopher AGENCY EDITOR: Florence Small ASST. NEW YORK EDITOR: David W. Berlyn NEW YORK FEATURES EDITOR: Rocco Famighetti STAFF WRITERS: Frank P. Model, Beverly Berl Business SALES MANAGER: Winfield R. Levi SALES SERVICE MANAGER: Eleanor R. Manning EASTERN SALES MANAGER: Kenneth Cowan ADVERTISING ASSISTANT: Donna Trolinger CHICAGO 360 N. Michigan Ave., Zone 1, CEntral 6-4115 MIDWEST NEWS EDITOR: John Osbon MIDWEST SALES MANAGER: Warren W. Middleton, Barbara Kolar HOLLYWOOD 6253 Hollywood Blvd., Zone 28, Hollywood 3-8181 SENIOR EDITOR: Bruce Robertson WESTERN SALES MANAGER: Bill Merritt, Virginia Bialas Toronto, 32 Colin Ave., HUdson 9-2694 James Montagnes SUBSCRIPTION INFORMATION Annual subscription for 52 weekly issues: $7.00. Annual subscription including BROADCASTING Yearbook (53d issue): $9.00, or TELECASTING Yearbook (54th issue): $9.00. Annual subscription to BROADCASTING • TELECASTING, including 54 issues: $11.00. Add $1.00 per year for Canadian and foreign postage. Regular issues: 354 per copy; 53d and 54th issues: $3.00 per copy. ADDRESS CHANGE: Please send requests to Circulation Dept., BROADCASTING • TELECASTING, 1735 DeSales St., N.W., Washington 6, D. C. Give both old and new addresses, including postal zone numbers. Post office will not forward issues. BROADCASTING* Magazine was founded in 1931 by Broadcasting Publications Inc., using the title: BROADCASTING*— The News Magazine of the Fifth Estate. Broadcast Advertising* was acquired in 1932, Broadcast Reporter in 1933 and Telecast* in 1953. *Reg. U. S. Patent Office Copyright 1957 by Broadcasting Publications Inc. Page 10 • March 25, 1957 Broadcasting • Telecasting