Broadcasting Telecasting (Oct-Dec 1957)

PEOPLE at deadline Chrysler, Lestoil Tell TvB How Television Raised Sales Television has played "a considerable part" and contributed real share of progress of Chrysler Corp.'s "Forward Look" campaign, helping it regain greater share of automobile market (from 13% in 1954 to about 20% in 1957), E. C. Quinn, president of Chrysler Div., told Television Bureau of Advertising's third annual membership meeting Friday in Chicago. He lauded medium, particularly Climax series, for helping Chrysler message to achieve "believability, sharpness and a broad communication with thousands of people every week." Top tv success story was detailed at business meeting by I. L. Eskenasy, executive vice president, Adell Chemical Co. He told how company built consumer demand for Lestoil, primarily through tv, increasing budget from $45,000 in 1954 to present $4 million. TvB President Norman E. Cash reported to TvB's members (238, comprising 219 stations, 16 station representatives and three networks) that TvB's current annual income is over $880,000 — about 11% higher than last year, with 91% from stations, 7% from representatives and remainder from networks. About 80% of its revenue was used for sales activities during fiscal year ending Aug. 31, 1957. Other business reports were delivered by W. D. Rogers Jr., West Texas Television Network and TvB board chairman; Roger W. Clipp, WFIL-TV Philadelphia, secretary, and L. H. Rogers II, WSAZ-TV Huntington, W. Va., treasurer (early story, page 95). L. H. Rogers II was elected chairman of the TvB board, succeeding W. D. Rogers. Mr. Clipp, director-secretary, and George B. Storer Jr., Storer Broadcasting Co., treasurer, were re-elected, as were directors W. D. and L. H. Rogers, Campbell Arnoux, WTAR-TV Norfolk, and Richard Moore, KTTV(TV) Los Angeles. Glenn Marshall Jr., WMBR-TV Jacksonville, Fla., was newly elected to two-year term as director. Two recent vacancies on board were filled by A. W. Dannenbaum Jr., Westinghouse Broadcasting Co., and Payson Hall, Meredith Broadcasting Co., Des Moines. Eldridge to AAAA PR Consultancy Clarence E. Eldridge, vice president of George Fry & Assoc., New York, management engineers, and former vice president and plans board chairman of Young & Rubicam, has been retained by American Assn. of Advertising Agencies as public relations consultant for one-year period beginning Jan. 1. Mr. Eldridge, who also has been top-level executive of General Foods Corp. and Campbell Soup Co., will concern himself initially with Frey report and related matters [Lead Story, Nov. 4]. FCC Has No Official Comment On Budget Bureau Fee Directive FCC Friday had no official comment on Bureau of the Budget directive, released last Tuesday, instructing all federal regulatory agencies to draft legislative proposals which would enable them to charge fees for their services. Proposed legislation is to be submitted to bureau by Feb. 1, 1958. Latest directive supersedes, and greatly broadens, earlier one issued by Bureau in 1953. Early in 1954, FCC proposed schedule of charges ranging from $3 to $1,500, with flat fee of $325 for each am, fm and tv station application [Government, Feb. 1, 1954]. Rep. Charles D. Vanik (D-Ohio) last summer introduced bill (HR 9538) which directed Commission to set up system of annual fees [Government, Sept. 2]. And, two weeks ago, Senate Government Operations Committee staff memorandum reported Commission "official" had suggested that government offer broadcast facilities to highest bidder [At Deadline, Nov. 11]. WOTW-AM-FM Sale Announced Sale of WOTW-AM-FM Nashua, N. H., by Arthur A. Newcomb to Theodore Feinstein and Samuel Dane for approximately $250,000 announced. Mr. Newcomb also owns WEIM Fitchburg, Mass.; Mr. Feinstein is president of WLYN Lynn, Mass., WNBP Newburyport, Mass., and WTSA Brattleboro, Vt. Independent WOTW is on 900 kc with 1 kw daytime; WOTW-FM is on 106.3 mc with 1 kw. Sale, handled by Haskell Bloomberg, Lowell, Mass., broker, is subject to FCC approval. ALONG PARADE ROUTE Macy's annual Thanksgiving Day parade in New York this Thursday will be framework of friendly rivalry between ABN and NBC-TV. As in years past, parade will be telecast on NBC-TV this year under sponsorship of Ideal Toy Co. and Sweets Co. of American (Tootsie Rolls). Last Friday American announced it would invade video scene and distribute 50,000 leaflets to spectators along route of parade. Leaflets bear imprint: "It pays to listen to live fun radio." It lists outstanding live network radio shows on ABN. On reverse side of 770 of leaflets is message asking holder to return slip to WABC New York, ABNowned station, in return for $7.70 (WABC operates on 770 kc). Similar promotion will be conducted in Los Angeles Dec. 13 in cooperation with KABC, ABN-owned station there. MORTON A. SPRING, first vice president, Loew's International, elected to succeed ARTHUR M. LOEW, who has resigned as president of foreign subsidiary effective Jan. 1 (early story, page 88). WILLIAM T. KAMMERER, Kenyon & Eckhardt, to Ted Bates & Co., N. Y., as assistant to media director. WILLIAM J. KENNEDY, assistant vice-president, named manager of media department. NORMAN H. CHESTER and CHRISTOPHER P. LYNCH, timebuyers, appointed media supervisors. Mr. Kennedy has been with agency since 1951, Mr. Lynch since 1950 and Mr. Chester since 1954. EIA to Intensify Efforts For Joint Spectrum Study Speedup of efforts to induce government electronics officials to join industry in longrange study of entire spectrum is planned by special study committee of Electronic Industries Assn. following quarterly EIA meeting in New York last week. NARTB plans to correlate broadcaster activity in spectrum field with EIA's committee. NARTB Engineering Advisory Committee fortnight ago called on President Harold E. Fellows to study extent of association's participation in EIA committee project. EIA group is headed by H. Leslie Hoffman, Hoffman Electronics Corp. Its task force is directed by Paul L. Chamberlain, General Electric Co. Mr. Hoffman told EIA board that study is one of most constructive ever proposed by electronics industry, promising important benefits to public. Committee was set up in September [Lead Story, Sept. 16]. Behind spectrum study is fear that military intends to expand its spectrum use, possibly in vhf television range. Assn. of Maximum Service Telecasters, comprising 122 high-power stations, is in favor of spectrum study. PT&T Doubtful on Wired Tv There are as yet no pat answers to key questions about closed-circuit tv in California, Pacific T&T Assistant Vice President George Gitchell told State Assembly subcommittee on corporation laws during San Francisco hearing Friday. It was second toll tv session that committee head Assemblyman Louis Francis has held. First was two months ago in Los Angeles [Program Services, Sept. 16]. Mr. Gitchell pointed out that problem of providing facilities for wired pay tv is not simple. New cables would have to be installed, he noted. In face of possibility that broadcast pay tv service may be authorized, would PT&T be justified in installing poles to support cables to meet service demands that may never materialize, he questioned. Asked whether wired tv would be ready for opening of 1958 baseball season, he guessed it would not. Whether this testimony will have any effect on San Francisco Board of Supervisors, who tomorrow (Tues.) are to hear Skiatron arguments for grant of toll tv franchise, was unanswered Friday. Page 10 • November 25, 1957 Broadcasting