Broadcasting Telecasting (Oct-Dec 1957)

THE WEEK IN BRIEF LEAD STORY Network Radio Revisited — The family of four is doing fine, thank you. Billings may not be something to shout about, but business seems to be going up. More top national advertisers have returned this year and networks as well as major agencies indicate that network radio will do still better in 1958. Page 27. A SPECIAL REPORT ON SUBLIMINAL Ifs Under Discussion Everywhere — There's still plenty of panic around but it's subsiding a little. NARTB and networks meet secretly. Networks want no part of invisible or barely audible messages. New Orleans firm shows marketers how subliminal works, and how to discover its presence in pictures. FCC and Sen. Potter get into the act. WCCO Minneapolis learning about phantom radio spots. Page 31. ADVERTISERS & AGENCIES More Suits Against Baltimore's Tax Plan — WJZ-TV and WCAO are latest to move alongside others who have instituted proceedings in circuit court to stop 6% bite on advertising media. Judge gives mayor and city officials until Dec. 17 to show cause why injunction should not be issued against new ordinances. Page 35. Play Up Tv 'Appeal' — Sales Executives Club members in New York told to exploit their tv announcer's '"box office appeal" in advertising and promotions in other media. Case history of success of Julia Meade activity for gas association cited. Page 36. FILM Litigation Swamps AAP — Minority stockholders temporarily block sale of majority stock to NTA in courts. United Artists said to be about to sue AAP, while NTA itself reportedly is entering courts against AAP. Page 73. High for 'Highway Patrol' — ARB October ratings of the top 10 films in 10 major markets show three No. 1 rankings for the Ziv Tv syndicated show. Page 72. GOVERNMENT Wait Until TASO Submits Findings on Tv — That's what broadcasters ask FCC in comments filed in 25-890 mc inquiry at deadline last week. It's also urged that fm band be maintained as is. Non-broadcasters, seeking more space, express interest in fm band and in portions of tv. Page 50. FCC Is Everywhere — Commission's mobile tv monitors provide an extra dividend to broadcasters in the form of engineering assistance. First unit has been operating in the East for two years; second monitor now on the way to west coast headquarters. Page 56. STATIONS WWLP (TV)'s Plan — Springfield, Mass., uhf using all technical means to bring service to its 150-mile-long market area — which covers parts of Massachusetts, New Hampshire and Vermont. Here's the strategy. Page 68. WDAF-AM-TV Sold — Nationwide National Theatres movie chain enters broadcast ownership with $7.6 million cash purchase of WDAF-AM-TV Kansas City, as Kansas City Star Co. steps out of broadcasting following consent decree. Page 62. Radio Outlets Value Promotion — Survey released last week shows that stations will expand or maintain advertising and promotion during 1958. Page 64. PERSONNEL RELATIONS RTDG Upheld — AFL-CIO President George Meany arbitrates dispute between Radio-Television Directors Guild and National Assn. of Broadcast Employes & Technicians by ruling that tv program directors do not have to communicate through technical directors to technical crew members at all times. Page 70. INTERNATIONAL Britain's Sold on Commercial Tv — The two-year-old service reaches half of England's homes, according to Nielsen's E. P. H. James who also says that 75% of the televiewers prefer commercial offerings over BBC programs. Page 82. OPINION MR. HOFFMAN Why Network Radio Is Bouncing Back — More and more advertisers are being attracted back to the "old gal," says BBDO's William J. Hoffman Jr. Writing in Monday Memo, he recounts the adjustments that network radio has made since the first repercussions of commercial tv, with the results that the sponsor is now offered a better than ever sales tool. Page 105. PROGRAM SERVICES Another Anti-Toll Tv Group Formed — Lay committee, American Citizens Television Committee Inc., founded by five Washington residents, three of whom are directors of veterans organizations. Page 80. TRADE ASSNS. Sunday Panel Producers Report — Facing AWRT meeting in Washington, producers of five Sunday forum shows discuss what makes news along with sponsorship aspects of their shows. Page 76. DEPARTMENTS ADVERTISERS & AGENCIES... 35 AT DEADLINE 9 AWARDS 101 BUSINESS BRIEFLY 38 CHANGING HANDS 76 CLOSED CIRCUIT 5 COLORCASTING 36 EDITORIAL 106 EDUCATION 75 FILM 72 FOR THE RECORD 93 GOVERNMENT 50 IN REVIEW 12 INTERNATIONAL 82 LATEST RATINGS 46 LEAD STORY 27 MANUFACTURING 79 MONDAY MEMO 105 OPEN MIKE 18 OUR RESPECTS . 24 PEOPLE 88 PERSONNEL RELATIONS 70 PROFESSIONAL SERVICES 61 PROGRAMS & PROMOTIONS. .102 PROGRAM SERVICES 80 STATIONS 62 TRADE ASSNS 76 UPCOMING 78 fill Broadcasting December 2, 1957 • Page 7