Broadcasting Telecasting (Oct-Dec 1957)

TRADE ASSNS. continued riots, resignations of key personnel and criticism by the political opposition. Gov. Rosellini — who assumed office last January — asked the WSAB to arrange the television facilities, even specifying the time of release of the program, and R. A. Murphy, association executive, complied with the request. KING-TV Seattle kinescoped the governor's message in advance of the scheduled release time. It was carried on KING-TV and KXLY-TV Spokane at 10:40 p.m. Nov. 7, and later the same evening, chiefly on newscasts, by other stations including KIMA-TV Yakima, KOMO-TV Seattle, KTNT-TV Tacoma and KVOS-TV Bellingham. RAB: Supermarkets Using Radio Have Doubled in Past 4 Years The results of a survey showing the number of supermarkets using radio has doubled in the past four years were hailed last week by Radio Advertising Bureau, which credited the gain in part to the intensive sales campaign carried on by RAB and its members to supermarket operators. John F. Hardesty, RAB vice presidentgeneral manager, reported a survey by the trade publication, Super Market Merchandising, reveals that today nearly 21,500 supermarkets (95% of the total) are using radio, in contrast to less than 9,500 (53%) four years ago. The survey also shows that all chains comprising 1 1 or more stores now use radio. Mr. Hardesty said that in the past several years RAB account executives have been making continuous sales presentations to national and regional food manufacturers, processors, distributors and their agencies and to supermarkets and that member stations, using RAB sales aids, have extended this effort at the local level. Barrow to Address Chicago Group Roscoe L. Barrow, director of the FCC Network Study staff report on alleged television economic practices and dean of the U. of Cincinnati Law School, is scheduled to address the November meeting of the Broadcast Adv. Club of Chicago. He is expected to speak on the so-called "Barrow Report" [Lead Story, Oct. 7] at a luncheon session in the Sheraton Hotel Nov. 26. The study, prepared under Dean Barrow's direction, recommends FCC regulation of networks, prohibition of network option time and must-buy station lineups, tightening of multiple ownership rules and other restrictions. Atlanta Reps Hold First Meeting The new Radio & Television Representatives Assn. of Atlanta heard speeches by Lamar Swift, executive vice president of S.S.S. Co. (patent medicines), Atlanta, and Robert McDonald, McCann-Erickson account executive, at the organization's first scheduled meeting last month. Officers of the new group are Charles Dilcher, John Blair & Co., president; Richard Hughes, Edward Petry & Co., vice president, and Charles Coleman, AveryKnodel Inc., secretary-treasurer. Directors are James S. Ayers, James S. Ayers Co.; Art Savage, Katz Agency Inc.; Bob Baird, John E. Pearson Co., and Frank Rice, Harrington, Righter & Parsons Inc. Keith Byerly, Katz Agency, is program chairman. Radio 'Lives with People/ Fellows Tells Calif. Audience "This is the magic of radio — that it lives with people — really lives with them, captures their imagination, draws outlines within which they can paint images, suggests, persuades, encourages and even — ever so subtly — directs," NARTB President Harold E. Fellows said Tuesday. Speaking at a joint luncheon session of the Los Angeles Advertising Club and the Southern California Broadcasters Assn. at the Hotel Statler in Los Angeles, Mr. Fellows urged advertisers who use radio and broadcasters who manage the medium to remember always that "the turn of a dial is like the turn of a doorknob, permitting us to cross a threshold into the intimacy of a family home." Selling, even selling by advertising, must have the personal touch, he stated, but he added that "this greatest virtue of the most intimate mass medium too frequently is lost in a welter of insane, repetitious, high volume phrases. . . . We have an inclination to cup our hands around the prospect's ear and shout at him until his eyes cross." Noting that other industries are trying to cut down on noise "because they have found that people don't like noise," Mr. Fellows urged radio to do the same thing. "You don't have to be loud to be clear," he stated. "Why not nice and easy — persuasive— 'sell talk' about the virtues of the product or service, like you were there in the bathroom with the girl (in the tub), or on Lover's Lane, or lulling the child to sleep or talking to the housewife? "And another thing about radio advertis ing: You shouldn't try to get Tolstoy's War and Peace with annotations into a one minute announcement. . . . People should be sold via radio very much as they might be sold in person. . . . Remembering this constantly, we will design our programs for universal appeal to the family, the youngsters and oldsters alike, and we will design our advertising to solicit their attention." RAB Announces Memberships Of Four Board Committees Memberships of the four board committees of the Radio Advertising Bureau were announced last week by Kenyon Brown, KGLC Miami, Okla., chairman of the board. Broadcasters chosen to serve as committee members during the 1958 calendar year are: Executive Committee — Allen M. Woodall, WDAK Columbus, Ga., chairman; Matthew J. Culligan, NBC Radio, New York; Frank P. Fogarty, WOW Omaha; Arthur Hull Hayes, CBS Radio, New York; Alex Keese, WFAA Dallas; Elroy McCaw, WINS New York, and Donald W. Thornburgh, WCAU Philadelphia. Finance Committee — John S. Hayes, Washington Post Broadcast Division, Washington, D. C, chairman; Richard D. Buckley, WNEW New York; Charles C. Caley, WMBD Peoria, 111.; Robert E. Eastman, ABN, New York; William B. McGrath, WHDH Boston; William E. Rine, Storer Broadcasting Co., Miami Beach, and Paul Roberts, MBS New York. Membership Committee — Ben Strouse, WWDC Washington, D. C, chairman; Herbert Evans, Peoples Broadcasting Corp., Columbus, Ohio, and Don Searle, KXXX Colby, Kan. Bylaws Committee — Simon Goldman, WJTN Jamestown, N. Y., chairman; Edward Breen, KVFD Fort Dodge, Iowa, and Robert T. Mason WMRN Marion, Ohio. MEMBERS of Radio Television News Directors Assn. picked Jack Krueger (3rd from 1), news editor of WTMJ-AM-TV Milwaukee, as new president of the international organization at its 12th annual convention in Miami Beach, Fla., Nov. 7-9 [Trade Assns., Nov. 11]. Elected to serve with Mr. Krueger (1 to r) : Hugh Bremner, CFBL London, Ont., director for a one-year term; Jack Morris, KTUL Tulsa, Okla., director for three-year term; (Mr. Krueger); Ralph Renick, WTVJ (TV) Miami, Fla., vice president (television); Bill Small, WHAS Louisville, Ky., vice president (radio); F. O. Carver, WSJS Winston-Salem, N. C, treasurer, and Bill Monroe, WDSU New Orleans, director for one-year term. In other convention business, RTNDA voted to hold the 1958 convention in Chicago and the 1959 meeting in New Orleans. It is the group's policy to meet at Chicago in alternate years. Page 78 November 18, 1957 Broadcasting