Broadcasting Telecasting (Oct-Dec 1957)

West Texas Television Network KDUB-TV, LUBBOCK, TEXAS KPAR-TV, ABILENE, SWEETWATER KEDY-TV, BIG SPRING, TEXAS NATIONAL REPRESENTATIVES: THE BRANH AM COMPANY President and Gen. Mgr., W. D. "DUB" ROGERS National Sales Mgr. E. A. "Buzz" Hassett TRADE ASSNS. CONTINUED A LOOK at the "international checkerboard" was given by Henry Cabot Lodge, U. S. ambassador to the United Nations, at a luncheon Nov. 13 sponsored in New York by the Radio & Television Executives Society. L to r:. Francis N. Littlejohn, ABC director of news and public affairs; William R. McAndrew, director of news, NBC; Mr. Lodge; John Daly, vice president in charge of news, special events, sports and public affairs at ABC (president of RTES), and Cecil Brown, ABC-TV news commentator and president of Overseas Press Club. Mr. Lodge also explained how news coverage of the UN registers on public opinion, thus affecting UN decisions. He stressed the need of attention by radio-tv to the psychological field to help meet Soviet competition. compared to the 23-to-50-hour span in the case of television. The presentation advised advertisers to "use television to its fullest. Don't just say your product is best — show it is best . . . use television as your selling tool by employing its motion, drama, excitement . . . capitalize on tv's speed in reaching people now for sales now, for profits now, for more advertising now." TvB also pointed out that "tv requires only $1,420 at night or $1,050 during the day to reach one million people — "while newspapers require advertising budgets of $10,790 and women's service magazines require $6,480 to deliver the same million people." The cellomatic presentation described tv as a molder of corporate image, a teacher, and a seller, with effective tools. It was written and produced by George Huntington, TvB sales development director. A talk by I. L. Eskenasy, executive vice president of Adell Chemical Co. (Lestoil), capped a Friday morning business session, followed with a luncheon address by E. C. Quinn, president of Chrysler Div., Chrysler Corp. W. D. (Dub) Rogers, TvB board chairman and president of Texas Telecasting Inc., in opening the Friday business session cited several obstacles in tv's path. He noted television is not quite stabilized in terms of facilities and services, along with the "confusing atmosphere raised" by the laments of critics both constructive and selfinterested "who have belittled our total product and spoken irreverently at times of our commercial contributions." Mr. Rogers also recited the obstacle course set up by "pay tv promotors with elaborate promises." TvB today claims 238 members as against 207 a year ago and has made membership advances among station representatives and stations, he pointed out, also noting increasing number of advertising sales . presentations before clients, agencies and various organizations, along with activity of TvB's retail division. TvB soon will put out a manual encouraging manufacturers to include television in their co-op aids. Especially with tv, Mr. Rogers asserted, success should be measured in "sales results per dollars spent" and while tv is a higher cost medium "when measured in almost every other particular," it's the "least expensive medium" in terms of results. "It is becoming more evident," Mr. Rogers declared, that with each progressive experience in tv, "this is the basic medium for the national advertiser." If this concept holds up, he added, many top national clients "are underspending in the medium." Among success stories cited by Mr. Rogers for television — and particularly TvB — were Sun Oil Co. (now heavily in the medium), Jos. Schlitz Brewing Co. (which increased its tv expenditures 26% over a year ago), Greyhound Corp. (now with the major part of its budget in the medium) and H. J. Heinz Co. (which increased its video outlay from 25% to 50%). All in all, Mr. Rogers claimed, TvB has moved "swiftly and energetically" to help buttress strong tv sales efforts. STILL MARCH I M WVET RADIO P0CHESTER,NY; ANNIVERSARY MOV.22 Page 96 • November 25, 1957 Broadcasting