Broadcasting Telecasting (Oct-Dec 1957)

THE WEEK IN BRIEF LEAD STORY Accounts on the Move — Ad budgets that moved to new agencies in 1957 ran into many millions. Selecting only the "cream" of the national accounts, total billing for all media, including radio-tv, hit the $130 million level. Some spectacular agency changes: Revlon, Buick, Kolynos and Kroger. More than $26 million in billings still on the loose. Page 27. ADVERTISERS & AGENCIES Advertising Media Tax Outlook Grows Drearier — Baltimore's new ordinances set to go into effect Wednesday; St. Louis alderman's plan definitely will be submitted Jan. 3, and Norfolk starts work to eliminate possible snag to its tax aspirations. Page 32. MANUFACTURING RCA Sales Over Billion Mark Again — Gen. Sarnoff reports 1957 volume up 5% to approximately $1.18 billion. But he cautions that "softening" economic conditions may contribute to "slight" decline in profits. Yearend report also reviews accomplishments, examines outlook, says U. S. electronics industry will show itself equal to challenge of the Space Age. Page 60. NETWORKS Chroma Key Does Double Takes — NBC-TV develops its own magic box that permits mixtures in sizes of people, products and backgrounds on live tv. Page 42. Kellogg's Climb — Cereal foods advertiser breaks into Big Ten network tv list in October. Chrysler and General Motors appear, while Ford Motor stalls short of mark. Leaders: Procter & Gamble and Gillette. Page 31. Nielsen Ready For No. 3 — Third coverage study (in three parts) all set for spring with report expected by late summer. Page 35. $2 Billion in 1957 — Total tv and radio broadcast advertising expenditures are estimated at $1,934 million for 1957 in NARTB's yearend compilation. Tv shows a 6.1% increase, reaching $1,284 million, as the visual medium reaches end of its first full decade. Page 37. STATIONS Mutual to Own Fm Outlets — New President Paul Roberts announces first fm application for San Francisco as network plans full complement of seven o&o fm stations to upgrade technical facilities and provide extra income from multiplex services. Page 44. Tv Stations Favor ASCAP Renewal — Acceptance of new four-year contracts on same terms as existing licenses is favored by 98% of "voters" as returns pass two-thirds mark. Current licenses expire Tuesday night. Page 48. OPINION 'The Only Exciting Tv Is Live' — That's the contention of David Susskind of Talent Assoc. in an exclusive recorded interview with Broadcasting's editors. Indicating "get-richquick" mediocrity of filmakers, Mr. Susskind discusses some of the current problems in tv programming. Page 68. rWM Your Commercial and Program Should Match — Hank Booraem says the viewer or listener is jarred into disbelief when the mood of the sales message is not compatible with the program itself. The Ogilvy, Benson & Mather radio-tv vice president offers his constructive criticism in the weekly Monday Memo series. Page 85. FILM How Syndicated Film Is Faring — ARB compiles the ten most popular film shows in ten major markets during November. Page 62. DEPARTMENTS GOVERNMENT Pay Tv in Philadelphia — Uhf grantee asks FCC to authorize pay tv operation, offering sports service to be paid by annual charge plus per program viewing fee. WSES (TV) Philadelphia, ch. 29, says it will use Skiatron system, but utilize its own equipment. Page 57. What's Facing the Next Congress? — Pay tv, Moulder investigations, Smathers BMI bill and the Barrow report are top broadcast items due for more than passing attention from second session of 85th Congress, convening Jan. 7. Page 54. ADVERTISERS & AGENCIES . . 27 AT DEADLINE 9 AWARDS 83 BUSINESS BRIEFLY 38 CHANGING HANDS 50 CLOSED CIRCUIT 5 COLORCASTING 32 EDITORIAL 86 FILM 62 FOR THE RECORD 75 GOVERNMENT 54 IN REVIEW 12 IN THE PUBLIC INTEREST 20 INTERNATIONAL 65 LEAD STORY 27 MANUFACTURING 60 MILESTONES 20 MONDAY MEMO 85 NETWORKS 42 OPEN MIKE 16 OPINION 68 OUR RESPECTS 22 PEOPLE 73 PROGRAMS & PROMOTIONS . . 67 PROGRAM SERVICES 64 STATIONS 44 UPCOMING 82 x1 t o lis Broadcasting December 30, 1957 • Page 7