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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