Broadcasting Telecasting (Oct-Dec 1957)

THE WEEK IN BRIEF LEAD STORY ANA Gets Interim Frey Report— Preview of year-long study of agency services and compensation sees need for prompt attention to both client-agency working relationships and methods of paying agencies. Preliminary report, unveiled at ANA convention, to be followed by final report later this winter. Page 27. Other highlights of ANA meeting. Page 32. GOVERNMENT A Plea Against Must Multiplexing — Withdraw requirement that fm stations must multiplex for functional music operations, WPEN-FM Philadelphia asks FCC. Deadline for multiplexing is Jan., 1, but Philadelphia station says equipment not good enough yet. Page 85. ADVERTISERS & AGENCIES Amoco Quits Murrow — Oil company severs long-time association with CBS-TV's Murrow effective 1958, plans realigning tv dollars to spot activity; move also affects regional sponsorship of Person to Person by Theo. Hamm Brewing Co. as CBS-TV seeks national advertiser to share tab with Time Inc. Page 50. Coty Seeks Recognition — Perfume-toiletries firm discusses doubling tv budget, enter network sponsorship, diversify, in effort to keep up with giant Revlon and its other heavyspending broadcast-conscious competitors; firm will "test" program sponsorship in Memphis and Columbus. Page 40. Breakdown of U. S. Tv Household — Complete report by ARF-Census Bureau gives further insight on the 39.8 million television homes. Page 48. More on Warwick & Legler v. Schick — (Continued) — Schick contends "cotton idea" for tv and other ads was not exclusive W&L idea but was conceived first by Grey Adv. Page 44. OPINION The Package Is the Backbone of Your Tv Commercial — Jim Nash, designer of world-famous trademarks, tells how product design and presentation means added mileage for the tv advertiser's dollar. He cites some of his more successful face-lifting projects. Page 112. Facts — Not Fantasy — Should Dominate Media Presentation — Jeremy Sprague of Cunningham & Walsh explains how sky-blue and baseless claims can harm media presentations. He makes his plea for a more rational approach in the regular Monday Memo series. Page 117. The Need for Advertisers to Adjust — McCann-Erickson's Lansing Lindquist reminds ANA delegates that a new maturity in radio-tv imposes a further obligation on the sponsor to iron out certain wrinkles and meet new challenges in using broadcasting. Page 36. SPECIAL REPORT The Pay-Tv Ball Still Bounces — Sen. Langer tosses results from his Bartlesville questionnaire into anti-subscription television rhubarb. Page 60. Rep. Celler and Paul Porter debate toll tv in New York. Page 68. NBC declines Zenith challenge to publicly argue Sarnoff sentiments; Leitzell asks Chicago Broadcast Adv. Club for time to answer NARTB's Fellows. Page 68. Bartlesville Revisited — Two months after Telemovies project gets underway, Broadcasting goes door-knocking in the Oklahoma community to find out how things are going with the system's backers, what home viewers think of it. Page 64. STATIONS CBS Radio Streamlines O&O Rates — New rate cards eliminate complicated discount structures, show all costs on a round-dollar, net-price-per-unit basis. Page 70. Picture layout of electronic brain equipment used by CBS Radio in working up new cards and in many day-to-day operations. Page 72. FILM What Percent of 3%? — Tv networks and independent New York tv stations are reported to be in "substantial agreement" with city of New York on the rate of sales tax to be paid on rental of films telecast from New York. One stumbling block: What precise per cent of 3% of film rental costs is equitable? Page 56. TRADE ASSNS. A Stiff Blow Against Courtroom Access — ABA committee recommends retention of controversial Canon 35. However, on two other fronts — Texas and Connecticut — the bar indicates more willingness to allow such broadcast coverage. Page 89. Tv Bait Advertising Wanes — Cooperation between Better Business Bureau and NARTB Code Review Board gets results, according to spot-check survey made in 52 cities. Page 91. DEPARTMENTS ADVERTISERS & AGENCIES . . . 30 OPEN MIKE 16 AT DEADLINE 9 OPINION 112 BUSINESS BRIEFLY 50 OUR RESPECTS 20 CHANGING HANDS 80 PEOPLE 96 CLOSED CIRCUIT 5 PLAYBACK lid EDITORIAL 118 PROGRAMS & PROMOTIONS.. 94 FILM 56 PROGRAM SERVICES STATIONS 69 FOR THE RECORD 101 70 GOVERNMENT 85 TRADE ASSNS 89 IN PUBLIC INTEREST 24 UPCOMING 109 IN REVIEW 14 INTERNATIONAL .110 LEAD STORY 27 MANUFACTURING 92 lii: ■it MONDAY MEMO 117 NETWORKS 82 Broadcasting November 4, 1957 • Page 7