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THE WEEK IN BRIEF
LEAD STORY
Brand Loyalty Tempest on Madison Ave. — Kolynos drops Grey Adv. after agency head says he used another toothpaste. Advertising experts are divided, in Broadcasting study, on whether agencies should or should not use product competitive to those they handle. Page 27. Partial transcript of "fatal" interview. Page 28.
ADVERTISERS & AGENCIES
Buying Value in Spot Radio — The Katz Agency comes up with a radio spot budget estimator, showing general costs for an advertiser's message in 150 radio markets. Page 30.
FILM
Mr. Roach Goes to Wall St. — With Hal Roach Productions Inc. slated to become a publicly-owned corporation beginning this week, President Hal Roach Jr. raises the "financial curtain" on his far-flung video operations as part of his effort to "educate," perhaps entice, Wall Streeters to take a flyer in tv films. Page 48.
Rettig Elected — Veteran NBC executive becomes president of California National Productions succeeding Robert D. Levitt. Page 50.
GOVERNMENT
Radio Time Sales Up — Aural broadcasters had a good year, NARTB Am Radio Committee is told by John F. Meagher, vice president of association. National spot is 32% over 1956. Page 88.
The Need for Free Tv — "Total information" is the only » alternative to "total destruction," NARTB President Fellows tells FCBA in hitting pay tv as a threat to future security of U. S. Page 90.
NETWORKS
Tv Network Billing Up — Publishers Information Bureau reports October was best for all three networks. Total for all networks in 10 months of year: more than $418.3 million, a gain of 4.8%. Page 46.
DST Problems Loom — AT&T official doubts telephone company will be able to satisfy all customers completely during hectic Daylight Savings Time months next year despite its best efforts, but says situation can't be known definitely till tv networks and other users place firm orders next month. Page 42.
PROGRAM SERVICES
Star System Comes to Pay Tv — Impressario Sol Hurok joins Matty Fox's programming staff as head of Skiatron Tv's cultural entertainment division and discloses plans to bring big names from concert stage and legitimate drama to toll tv-wired living rooms. Page 82.
Aspires for Birmingham — Washington Post makes bid for WSLA (TV)'s ch. 8, asking that the facility now assigned to Selma, Ala., be reallocated to Birmingham. Page 56.
WATV (TV) Recoils From Reaching Hand — New York State Board of Regents doesn't have a leg to stand on, WATV says in response to Regents' petition to change Newark's ch. 13 to a New York educational frequency. Page 56.
Conelrad for Storm Crises — FCC puts Conelrad attack network to work as warning system for turbulent weather; expresses hope that manufacturers will include special alert circuits in all am, fm and tv sets. Page 66.
Kohn's Remedy for Broadcasters — Change all am to fm, all tv to uhf and settle all spectrum problems, Raymond F. Kohn, WFMZ (FM) and WFMZ-TV Allentown, Pa., writes to FCC. Page 56.
STATIONS
he Quality of Nighttime Radio — Pulse survey conducted or NBC Spot Sales reveals the quality of nighttime radio udiences is equal to that of daytime audiences. George Dietrich, national radio director of NBC Spot Sales, believes the survey will "explode the myth" of so-called "inferiority" of the quality of evening radio. Page 70.
TRADE ASSNS.
Public's Right to Know — NARTB Freedom of Information Committee backs President Harold E. Fellows in move to explain industry's side of courtroom access problem at meeting of American Bar Assn. ruling body, House of Delegates. Page 91.
A /
MR. WEIR
OPINION
Subliminal Projection: Is It a Fad? — A
leading agency executive, regarded as an authority in copy writing, feels there are some very definite limitations in attempting to sell below the threshold of awareness. He is Walter Weir of Donahue & Co., who states his misgivings in the weekly Monday Memo series. Page 121.
MANUFACTURING
What About 1958? — There are trouble signs aplenty, according to key business sources, but electronics manufacturers are bullish. Note of cheer: Radio set output is up again and will keep rising next year; tv output is down a little but will increase in 1958. Page 92.
DEPARTMENTS
ADVERTISERS & AGENCIES... 27
AT DEADLINE 9
BUSINESS BRIEFLY 36
CHANGING HANDS 80
CLOSED CIRCUIT 5
COLORCASTING 36
EDITORIAL 122
EDUCATION 100
FILM 48
FOR THE RECORD 107
GOVERNMENT 56
IN PUBLIC INTEREST 22
IN REVIEW 14
LEAD STORY 27
MANUFACTURING 92
MONDAY MEMO 121
NETWORKS 42
OPEN MIKE 18
OUR RESPECTS 24
PEOPLE 96
PROGRAMS & PROMOTIONS. .102
PROGRAM SERVICES 82
STATIONS 70
TRADE ASSNS 84
UPCOMING 118
Broadcasting
December 16, 1957 • Page 7