Broadcasting Telecasting (Oct-Dec 1957)

at deadline AB-PT Third Quarter Profits Slightly Under Pace in 1956 Estimated net operating profit of American Broadcasting-Paramount Theatres Inc. for third quarter of this year was $1,333,000 (30(£ per share) compared to $1,484,000 (34^ per share) for same period last year, President Leonard H. Goldenson announced Friday. For first nine months of year, estimated net operating profit was $4,033,000 (94tf per share) compared to $5,686,000 ($1.31 per share) in same period of 1956. Mr. Goldenson said "there was the usual seasonal decline in business during the summer months" in broadcasting division. He earlier reported ABC this year had been running behind last year but said difference "was steadily narrowed in each quarter, continuing through the third quarter as well." He claimed new ABC-TV fall programs "are indicating good audience gains over what the network was delivering a year ago." Mr. Goldenson reported theatre business during third quarter exceeded previous year's results "and was particularly good during the summer months. TLF Broadcasters Name Morby Appointment of Ole G. Morby, formerly business manager of MBS, as coordinator, broadcast operations, for TLF Broadcasters Inc., announced Friday by Time Inc. radiotv subsidiary. He will headquarter in New York and report to Weston C. Pullen Jr., Time Inc. vice president for broadcasting. TLF Broadcasters operates KLZ-AM-TV Denver, KDYL-KTVT (TV) Salt Lake City, WFBM-AM-TV Indianapolis, WTCN-AMTV Minneapolis and WOOD-AM-TV Grand Rapids. Mr. Morby earlier was manager of station relations for CBS Radio. Lewis Files Counter-Suit Counterclaim asking $5,000 damages for expenses and damage to his business and reputation has been filed by Fulton Lewis Jr., MBS commentator, against Mrs. Pearl A. Wanamaker, former Washington State superintendent of education, in U. S. District Court, D. C. Mrs. Wanamaker had sued Mr. Lewis in number of states, also naming MBS and affiliated stations as defendants, on ground he had libeled her in broadcast. Many of these suits have been dismissed. Toll Tv Rules Printing Set FCC announced Friday that full printing of toll tv "First Report" issued last week (see page 82) will be made by Government Printing Office. Text will be printed in Federal Register, about Oct. 23, Commission said, and in weekly report of FCC decisions, No. 12, Oct. 25. FCC suggested orders be sent directly to Government Printing Office, Washington 25, D. C. Cost of WVUE (TV) Changes Cited in Storer Drop for Quarter Third quarter net earnings after taxes of Storer Broadcasting Co. amounted to $820,008, company reported Friday. Earnings per share amounting to 33<£. This compares to 1956 third quarter earnings of $1,066,019 and 43^ share. Nine months net earnings after taxes were $5,249,492, compared to 1956's nine months earnings of $3,911,464. Per share earnings for this year nine months totaled $2.12 compared to $1.58 in 1956. Costs of reorganizing WVUE (TV) Wilmington, Del. (formerly WPFH [TV]) have been substantial, company said, and have adversely affected operating results for third quarter. Current WVUE bookings are encouraging, it said. Storer bought Wilmington station (and companion WIBG-AM-FM Philadelphia) last May. Advertising Handicaps Self, Mithun Declares at 4A Meeting Modern advertising is handicapped by "a media barrier," Ray Mithun, president, Campbell-Mithun, Minneapolis, said Friday in address to Central Region of American Assn. of Advertising Agencies meeting at Sheraton Blackstone Hotel, Chicago. Mr. Mithun criticized "traditional and unimaginative approach" in selection and use of media through "safe purchasing" and said advertising buyers should "depend less on slide rules and more on creative imagination and professional judgment." He contended buyers show willingness to follow established patterns and follow standard publication and network rate cards. Patterson Buys Boise Daytimer KYME Boise, Idaho, sold Friday by Roger L. Hagadone, president, to Keith E. Patterson, general manager of KONP Port Angeles, Wash. Price was $120,000. KYME is on 740 kc, 500 w daytime. Hamilton, Stubblefield, Twining & Assoc. was broker. LIKE TOPSY Television's audiences have grown so much that 1956's 38th-ranked show would have been in 1953's top ten, TvB reported Friday on basis of A. C. Nielsen Co. data. George Huntington, sales development director, said more than one-third (34%) of all evening network programs now deliver 10 million or more homes per telecast and that number of 10-million-home shows has jumped from 15 to 45 since 1953 while number reaching less than three million has dwindled from 52 to 11. o BUSINESS BRIEFLY Late-breaking items about broadcast business; for earlier news, see Advertisers & Agencies, page 60. CONSIDERING FIRST PLUNGE • Norwich Pharmacal Co., Norwich, N. Y., reportedly considering television network for first time, may pick up six Dragnet shows on NBC-TV on alternate weeks after first of year. Program is sponsored by Schick Inc., whose biggest push is for Christmas sales and would be willing to relinquish six later shows to Norwich. Liggett & Myers, through McCann-Erickson, is alternate sponsor for Dragnet (Thurs. 8:30-9 p.m. EDT). Benton & Bowles is Norwich agency. MANHATTAN AFTER SUNDOWN • Manhattan Shirt Co., N. Y., through Peck Adv., N. Y., considering evening shows on several networks. KEEPS HUSTLING • Sterling Drug (Fizrin, Bayer aspirin), N. Y. has renewed television spot campaign in 30 markets, effective immediately, for 52 weeks. Agency for Fizrin is Compton Adv.; for Bayer, Dancer-Fitzgerald-Sample, both N. Y. TO SELL FOR CHRISTMAS • Elgin National Watch Co., Elgin, 111., considering participations in several special shows for pre-Christmas promotion on NBC-TV. Agency is J. Walter Thompson Co., N. Y. DEALERS BACK FORD • Ford Dealers, backing up heavy network buys of Ford Motor Co., purchasing heavy burst of spots in radio-tv Nov. 1-21 for '58 models through J. Walter Thompson Co., N. Y. Drive calls for 1,900 radio and 330 tv stations. Meanwhile, Ford Motor Co., for new trucks, is placing spot tv drive through JWT on 229 stations in 80-100 markets Nov. 7-16. MAY PACK BAG • General Foods, N. Y., sponsor of Fury on NBC-TV (Sat. 11-11:30 a.m.) through Benton & Bowles, N. Y., considering move to another time and possibly another network. Agency talking to both NBC-TV and CBS-TV. SIX WEEKS OF SPOT TV • Nestle Co. (Maggi-Protein Drink), White Plains, N. Y., said to be launching six-week, spot tv campaign end of October using 15-20 major markets. Day, minute spots to be stressed. Agency: Dancer-Fitzgerald-Sample, N. Y. BUYS MBS NEWS • American Home Products, Whitehall Div. (Anacin), N. Y., signed with MBS to sponsor three five-minute newscasts, Mon-Fri., for eight weeks, starting today (Mon.). Agency: Sullivan, Stauffer, Colwell & Bayles, N. Y. Broadcasting October 21, 1957 • Page 9