Broadcasting Telecasting (Oct-Dec 1957)

OPEN MIKE Approval From FCDA editor: I can't let another day go by without thanking you for the very nice review you gave "The Day Called X" [In Review, Dec. 9] . . . perhaps our most important project to date. We plan on distributing prints of the film that appeared on CBS-TV to every target city in the U. S., plus civic organizations and local television stations. I predict that this film will get the largest distribution of any film to date. Nat S. Linden Director, Audio-Visual Division Office of Public Affairs Federal Civil Defense Administration Battle Creek, Mich. Not Too Many Commercials editor: Regarding your "Too Many, Too Cheap" [Editorial, Dec. 9], let me say about spots on radio being ridiculously low, you are right; about too many commercials, I don't agree. I have found out that the number of commercials does not affect the listening audience. I feel, and am probably the first one to tell you, that you have too many advertisements in your magazine. But I feel that is your business and, by the same token, the number of commercials on a station is the station's business. I don't have to read your magazine, and if I do, I have to pay for it. By the same token you don't have to listen to radio, but if you do, you don't have to pay anything. So let's call it even. You run your business and let radiomen run their business. C. E. Franklin General Manager WCEF Parkersburg, W. Va. Beguiled by the 'Piper' editor: Perhaps a longtime executive with a publication somewhat competitive with Broadcasting should not be writing this fan letter. However, I must confess that for many months I have been showing your reviews to Mrs. Lovejoy and we agree that you are doing a splendid job with this feature. But, as far as we are concerned, you spoiled it all with your review of the "Pied Piper of Hamelin" [In Review, Dec. 2]. Here are two adults who were definitely beguiled by this program. At any rate, I have been a Chesterfield smoker for a quarter of a century and Liggett & Myers might be glad to know that I will continue to "pay the Piper." Ernie Lovejoy Vice President Sales Management Chicago A Name & a Compliment editor: It was with interest we read your review of "Annie Get Your Gun" [In Review, Dec. 9], particularly your comments on the commercials, which were so well done and "integrated" with the songs from the show. Since we have not heard the term "Integrated Commercial" being used, we would like to suggest this title as one most suitable to this type of tv commercial. Charles Elwyn Hayes Charles Elwyn Hayes Co. Adv. Chicago Big Things Ahead for NATRFD editor: Congratulations on the fine coverage of the National Assn. of Television & Radio Farm Directors convention in Chicago [Trade Assns., Dec. 9]. Like the broadcast media themselves, this bunch of energetic and dedicated fellows is due to grow mightily in stature and public service as a part of the media. Layne Beaty Chief, Radio & Television Service U. S. Dept. of Agriculture Washington, D. C. Christmas Music at Christmas editor: We have noticed a number of radio stations this year refraining from playing carols and the sacred type of Christmas music BROADCASTING THE BUSINESSWEEKLY OF TELEVISION AND RADIO 7735 DeSales St., N. W. Washington 6, D. C PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE □ 52 weekly issues of BROADCASTING $7.00 □ 52 weekly issues and Yearbook Number 11.00 □ Enclosed □ Bill name title/ position* company name address city zone state Please send to home address — — Broadcasting Publication* lac Sol Taishoff President H. H. Tash Secretary Maury Long Vice President Edwin H. James Vice President B. T. Taishoff Irving C. Miller Treasurer Comptroller Page 20 December 2? 1957 BROADCASTING* TELECASTING THE BUSINESSWEEKLY OF TELEVISION AND RADIO Published every Monday by Broadcasting Publications Inc. Executive and Publication Headquarters Broadcasting • Telecasting Bldg. 1735 DeSales St., N. VY., Washington 6, D. C. Telephone: MEtropolitan 8-1022 EDITOR & PUBLISHER: Sol Taishoff MANAGING EDITOR: Edwin H. James SENIOR EDITORS: Rufus Crater (New York), J. Frank Beatty, Bruce Robertson (Hollywood). Fred Fitzgerald NEWS EDITOR: Donald V. West SPECIAL PROJECTS EDITOR: David Glickman ASSOCIATE EDITORS: Earl B. Abrams, Harold Hopkins ASSISTANT EDITOR: Dawson Nail STAFF WRITERS: Jacqueline Eagle, Frankie Pelz man, Myron Scholnick, Ann Tasseff, Jim Thomas EDITORIAL ASSISTANTS: Rita Coumoyer, Benjamin Seff LIBRARIAN: Catherine Davis SECRETARY TO THE PUBLISHER: Gladys L. Hall BUSINESS VICE PRESIDENT & GENERAL MANAGER: Maury Long SALES MANAGER: Winfleld R. Levi (New York) SOUTHERN SALES MANAGER: Ed Sellers PRODUCTION MANAGER: George L. Dant TRAFFIC MANAGER: Harry Stevens CLASSIFIED ADVERTISING: Doris Kelly ADVERTISING ASSISTANTS: John Henner, Ada Michael, Jessie Young COMPTROLLER: Irving C. Miller ASSISTANT AUDITOR: Eunice Weston SECRETARY TO GENERAL MANAGER: Eleanor Schadi CIRCULATION & READER'S SERVICE MANAGER: John P. Cosgrove SUBSCRIPTION MANAGER: Frank N. Gentile CIRCULATION ASSISTANTS: Gerry Cloary, Christine Harageones, Charles Harpold, Marilyn Peizer BUREAUS NEW YORK 444 Modisen Ave., Zone 22, PLaxe 5-1355 Editorial SENIOR EDITOR: Rufus Crater BUREAU NEWS MANAGER: Lawrence Christopher AGENCY EDITOR: Florence Small ASST. NEW YORK EDITOR: David W. Borlyn NEW YORK FEATURES EDITOR: Rocco Famlghetti STAFF WRITERS: Ruth L. Kagen, Frank P. Model. Diane Schwartz Business SALES MANAGER: Winfleld R. Levi SALES SERVICE MANAGER: Eleanor R. Manning EASTERN SALES MANAGER: Kenneth Cowan ADVERTISING ASSISTANT: Donna Trolinger CHICAGO 360 N. Michigan Ave., Zene 1, CEntral 4-4115 MIDWEST NEWS EDITOR: John Osbon MIDWEST SALES MANAGER. Warren W. Middleton. Barbara Kolar HOLLYWOOD 6253 Hollywood Blvd., Zone 28, Hollywood 3-3148 SENIOR EDITOR: Bruce Robertson WESTERN SALES MANAGER: Bill Merritt, Virginia Strieker Toronto, 32 Colin Ave., HUdson •-2*94 James Montagnes SUBSCRIPTION PRICES: Annual subscription for 52 weekly issues $7.00. Annual subscription including Yearbook Number $11.00. Add $1.00 per year for Canadian and foreign postage. Subscriber's occupation required. Regular issues 35<? per copy; Yearbook Number $4.00 per copy. SUBSCRIPTION ORDERS AND ADDRESS CHANGES: Send to BROADCASTING Circulation Dept., 1735 DeSales St., N.W., Washington 6, D. C. On changes, please include both old and new addresses. BROADCASTING* Magazine was founded in 1931 by Broadcasting Publications Inc., using the title: BROADCASTING*—The News Magazine of the Fifth Estate. Broadcast Advertising* was acquired in 1932, Broadcast Reporter in 1933 and Telecast* in 1953. *Reg. U. S. Patent Office Copyright 1957 by Broadcasting Publications Inc. Broadcasting