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THE WEEK IN BRIEF
LEAD STORY
TRADE ASSNS.
The Top 50 Radio-Tv Agencies in '57 — McCann-Erickson, with a $26.6 million increase over last year, becomes No. 1 with $103 in combined billings this year. Annual Broadcasting survey shows 1956 leader, Young & Rubicam, increased $18 million, but winds up as runner-up with $100 million. Kingpin in spot: Ted Bates with $43.5 million. Page 27.
The Tv Picture — Television Bureau of Advertising at Chicago membership meeting girds for 'storms' ahead. Page 95.
Catholic Bishops to Study Radio-Tv — Yearlong evaluation to be made prior to any decision on extension of Legion of Decency. Page 97.
ADVERTISERS & AGENCIES
Radio-Tv in AAAA Spotlight — Broadcast media get heavy share of "allocations" for mythical cigarette in media-buying workshop at AAAA Eastern Conference. Tv and radio commercial production techniques explored in another session. Page 50.
The Morning After in Baltimore — Now that taxes totaling 6% against advertising media have been adopted, opposition moves to take battle to courts. Though pared from originally proposed 9V2%, levies still represent a nearly $2.7 million annual bite. Page 48.
STATIONS
Living-Room Labs — On-the-air subliminal tests are emerging from antennas. WLWO (TV) Bangor, Me., is sending invisible messages. Two radio stations are tinkering with low-level sound transmissions. And government people are adding a nice tint of reddish tape to electronic emanations. Page 72.
PROGRAM SERVICES
Another Snub for Toll Tv — Subscription tv in any form opposed by 96.6% of nearly 45,000 respondents to Tv Guide poll. Page 66.
GOVERNMENT
Greenlight to NTA — FCC approves National Telefilm Assoc. purchase of KMGM-TV Minneapolis, with only Comr. Bartley dissenting. Page 80.
Keep Tv's Status Intact — Assn. of Maximum Service Telecasters, filing in 25-890 mc inquiry, urges FCC to wait for TASO findings. Page 80.
FILM
Lots of Takers — NTA, United Artists and Paramount said to be contenders to purchase AAP; but NTA says it has contract signed. Meanwhile, word from AAP: nothing about a purchase, but many sales to stations to report. Page 88.
More Tv Filmaking — Desilu Productions reportedly paying more than $6 million to acquire California studio facilities from RKO Teleradio. Page 88.
NETWORKS
MANUFACTURING
GE's New Color Camera — Pre-production model of smaller live color tv camera demonstrated at opening of WGYWRGB (TV) broadcast center in Schenectady. Page 92.
The Clever Commercial Doesn't Always Sell — Too much of an effort towards ultrasophistication, artiness or too much imitation of other sales messages, can make your commercial ineffective. These and other writing errors are cited by Myron Mahler, Emil Mogul Co., in this week's Monday memo. Page 121.
MR. MAHLER
What Tv Is Meaning to Exhibitors — Eric Johnston, MPAA head, speaking to theatre men meeting in Miami Beach, outlines the facts of life insofar as television's effects are concerned. Page 70.
ABC-TV's Nighttime Goals — Network outlines plans to primary affiliates in Chicago meeting. Audience leadership by next April is objective. Page 56.
Salant Slams Barrow Report — CBS executive defends tv network practices, criticizes pay tv. He notes, however, that CBS will actively participate in toll system, if approved. Page 64.
The Impact of CBS-Owned Radio Outlets — Network releases findings of its survey that cites appeal and preference for CBS Radio stations. Page 60.
PROGRAM SERVICES
Movie Exhibitors Hit Pay Tv — Theatre Owners of America vote unanimously against both off-air and wired pay tv. Pledge to work for legislation to ban pay tv. Action taken at convention in Miami Beach. Page 66.
DEPARTMENTS
ADVERTISERS & AGENCIES... 27
AT DEADLINE 9
BUSINESS BRIEFLY 36
CHANGING HANDS 76
CLOSED CIRCUIT 5
COLORCASTING 32
EDITORIAL 122
FILM 88
FOR THE RECORD 107
GOVERNMENT 80
IN THE PUBLIC INTEREST 22
LEAD STORY 27
MANUFACTURING 92
MONDAY MEMO 121
NETWORKS 56
OPEN MIKE 14
OUR RESPECTS 24
PEOPLE 103
PLAYBACK 118
PROGRAMS & PROMOTIONS.. 99
PROGRAM SERVICES 66
STATIONS 72
TRADE ASSNS 95
UPCOMING 99
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Broadcasting
November 25, 1957 • Page 7