Broadcasting Telecasting (Oct-Dec 1957)

TRADE ASSNS. continued fine, he said, but black-and-white has sold with great success many products which are themselves in color — including cosmetics, where the need for color would seem paramount. He noted that 257 stations, representing 96% of all tv homes, have colorcasting equipment and that more than 75 sponsors have used color tv. "Color is important and growing," he acknowledged, "but he who waits for color to be universal may find himself too late, his competitor too far ahead of him. Important as color is, black-and-white is performing some miracles of color selling." Added to television's other advantages is that of quickness, Mr. Cash asserted. Where an advertiser in a monthly magazine takes 30 days to reach his audience, he said, it is possible to reach the same number of people — and more — in one nighttime broadcast in television. Lawrence H. (Bud) Rogers II, WSAZ-TV Huntington, W. Va., opened the session with a brief welcoming talk as chairman of the TvB board. Installation Held in Houston Officers of the Radio & Television Executives Assn. of Houston were installed at the group's December banquet meeting. They are Dave Morris, general manager of KNUZ, president; Bill Bryan, manager, KTRH, vice president; Les Hunt, KGULTV, treasurer, and Dean Benton, J. A. Walsh & Co., secretary. On the board: Bill Walbridge, KTRK-TV; Jack McGrew, KPRC; Sam Bennett, KTHT, John Paul Goodwin, Goodwin-Dannenbaum Advertising Agency; Charles Giezendanner, GregoryGiezendanner Advertising Agency; Bob Aylin, Aylin Advertising Agency; Bob Dundas, Foley's Department Store, and W. Ervin James, counsel. A clinic on the new Nielsen reporting format was announced for the January meeting. John T. Jones, president of the Houston Chronicle-KTRK. (TV), was principal speaker at the installation banquet. Radio Sets, Billings Up NARTB Committee Told Radio time sales for 1957 will run well ahead of 1956 and set sales are bringing increased listening, NARTB's Am Radio Committee was told last Tuesday. National spot sales are particularly bright, according to John F. Meagher, NARTB radio vice president. He said spot showed a gain of almost 32% for the first three quarters of 1957 compared to the same 1956 period. Network sales are on the increase, he told the committee. Local sales, too, have been moving upward this year. Radio membership of the association has increased by 50 this year, now totaling 1,406. Mr. Meagher reported the public is buying radio receivers at a rate 10% above the 1956 level. Meeting in Washington, the am committee was presided over by Chairman F. C. Sowell, WLAC Nashville, Tenn. It went over plans of a research committee working out ways of measuring "the true proportion of radio listening." This group is to report to the NARTB Radio Board at its Jan. 22-24 meeting in Phoenix, Ariz. Another NARTB committee investigating telephone transmission tariffs was commended for its efforts "to bring about greater understanding of the interlocking responsibilities of broadcasters and AT&T." The tariff group was urged to seek improved quality in telephone lines and to obtain a reappraisal of line costs. Approval was given a sampling technique for a radio employment and wage study Proposals of a subcommittee to provide identification for stations subscribing to the Standards of Good Radio Practice were reviewed. Visual and audio symbols built around the phrase "A Good Practices Station" will be presented to the NARTB Radio Board. The visual symbol will be used in printed and promotion material. The committee wants the Radio Board to consider a standard format for rate cards. This would be designed to aid timebuyers in figuring out the cost of radio campaigns. Also considered were ways of telling member stations about industry service groups whose business practices are considered objectionable or fraudulent. Stations were warned that programs with lottery angles must comply with federal, state and local laws. Legal, legislative and copyright problems were discussed along with advertising tax levies in Batlimore and those proposed for St. Louis. Attending besides Chairman Sowell were Grover C. Cobb, KVGB Great Bend, Kan.; William C. Grove, KFBC Cheyenne, Wyo.; Cecil B. Hoskins, WWNC Asheville, N. C; Richard H. Mason, WPTF Raleigh, N. C; Jerome Sill, WFPG Atlantic City, N. L; Todd Storz, Storz Stations; W. H. Summerville, WWL New Orleans; C. L. Thomas, KXOK St. Louis; Merle H. Tucker, KGAK Gallup, N. M.; Jack S. Younts, WEEB Southern Pines, N. C; Carleton D. Smith, NBC, and Joseph H. Ream, CBS. NARTB staff participants included President Harold E. Fellows; Douglas A. Anello, chief attorney; Donald N. Martin, public relations assistant to the president; A. Prose Walker, engineering manager; Vincent Wasilewski, government relations manager, and Thomas B. Coulter, assistant to the radio vice president. State Assn. Presidents to Meet NARTB'S third annual Conference of State Association Presidents will be held Feb. 18-19 in Washington, according to President Harold E. Fellows. The program will include talks by government and industry leaders, reports from some of the state presidents and NARTB staff reviews of statenational issues. Mr. Fellows said the meetings provide a forum for the exchange of ideas on ways to improve broadcast service to the public. Last year, 46 state associations were represented at the conference. I'm a patient man, Smidley. Lord knows how long I've waited for just one Cascade order across this desk. But I've had it. I won't sit here and let an exclusive billion dollar market be ignored. If you can't spot the West's biggest TV buy — one of the nation's top 75, then Smidley, in my book, you're no time buyer. And heaven knows I've tried. CASCADE BROADCASTING COMPANY NATIONAL REP.: WEED TELEVISION PACIFIC NORTHWEST: MOORE & ASSOCIATES ?age 88 • December 16, 1957 December 16, 1957