Broadcasting Telecasting (Oct-Dec 1957)

THE WEEK IN BRIEF LEAD STORY MANUFACTURING They Tell Us "No" on Pay Tv — Special survey by The Pulse for Broadcasting finds anti-subscription television sentiment strong among 1,400 interviewees across the country. Study also poses other questions about fee system. Page 31. ADVERTISERS & AGENCIES Sputniks, Science and (Common) Sense — Monsanto Chemical Co. and Gardner Adv. Co. executives detail reasons why the fifth largest U. S. chemical concern goes into network television Dec. 1. Page 33. The Need for Radio Research — Workshop speakers at Advertising Research Foundation conference agree on the reawakened interest in radio, say there's a crying need for more information. Page 34. Network-Spot Tv 8.4% Ahead of '56 — TvB-Rorabaugh reports debunk reports of slackness in tv. Latest figures show who is spending and how much. Page 46. Another Advertiser Merger — Bristol-Myers Co. takes over family-owned Grove Labs, in undisclosed cash and stock agreement which will be approved at Grove stockholders meeting early next year. Merger won't affect multi-agency structure of two broadcast advertisers. Page 40. Agency Conference — Eastern meet of American Assn. of Advertising Agencies starts Tuesday in New York. Panel on media strategy and workshop on commercials among the features slated. Page 44. Edsel Studies — Commercial impact of a CBS-TV special is researched by both Pulse and TvB (via Qualitative Research Inc.). Both surveys point up imprint of Edsel's features as stressed by commercials on show. Page 41. D'Alesandro's Compromise — Baltimore mayor reduces proposed taxes on local advertising media to a total of 6%, but it gets cool reception from those that feel they're facing a discriminatory and "bad" tax, regardless of amount. Page 50. For later development, see At Deadline, page 10. FILM NTA Seeks Control of AAP — National Telefilm Assoc., New York, agrees to purchase "more than 50%" of the stock in Associated Artists Productions for estimated $7.5 million and intends to negotiate for remaining stock. When moves are completed, NTA will emerge as possibly the largest distributor of feature films to tv with both 20th Century-Fox and Warner Bros, product. Page 59. GOVERNMENT Rounsaville Replies — Broadcaster answers implications of "trafficking"; says he has never bought and sold stations for profits, but only to upgrade his holdings. Emphasizes public service operations in Negro-programmed stations. Page 99. RCA's Radio Planning Manual — "Bible of knowledge" to help educate equipment prospects is to be RCA's big gun in 1958 war for $10 million new-station market, backed up with major barrage of other service-type missiles. Page 83. NETWORKS The Need for Networks in a Sputnik Era — CBS' Stanton says fast communication to the public has become more imperative than ever. He warns that proposals such as those in Barrow report could hamper network system in fulfilling its service. Page 88. CBS Inc. Net Income Rises $4.5 Million — Annual report shows gain for first nine months of 1957 to nearly $14 million, ascribed to financial readjustments resulting from discontinuance of CBS-Columbia Div. Page 91. OPINION Discontent Breeds Better Commercials — Paul C. Gumbinner says that the creative I ' j man who is genuinely satisfied with his "^jjHBr* finished product is to be pitied. The vice 7 .Jjj president and radio-tv director of Lawrence ^'"^^ C. Gumbinner Agency writes on frustration ■Hi 1* that inspires better creativity in the Monday WBm (Wimk Memo series. Page 145. MR. GUMBINNER TRADE ASSNS. Tv Code Board Warns — Subliminal perception on television and horror films were targets of NARTB committee as it met with film producers in Beverly Hills, Calif, last week. Page 68. A New Fm Group — Seven stations in Southern California unite in new association. Kiefer becomes permanent chairman. Page 74. DEPARTMENTS ADVERTISERS & AGENCIES AT DEADLINE . . 33 9 OPEN MIKE . . 18 OUR RESPECTS 26 BUSINESS BRIEFLY 54 PEOPLE 120 CHANGING HANDS 96 PERSONNEL RELATIONS 102 CLOSED CIRCUIT 5 PLAYBACK 138 COLORCASTING 92 PROFESSIONAL SERVICES .. . . 80 EDITORIAL 142 PROGRAMS & PROMOTIONS .106 FILM 59 PROGRAM SERVICES 66 FOR THE RECORD 127 STATIONS , . . . . 94 GOVERNMENT 99 TRADE ASSNS. 68 IN REVIEW 14 UPCOMING , 136 INTERNATIONAL 116 LEAD STORY MANUFACTURING 31 83 ess m 1 MONDAY MEMO .145 NETWORKS . . 88 Broadcasting November 18, 1957 • Page 7