Broadcasting Telecasting (Apr-Jun 1958)

on radio "Please answer on your 7:15," the folks write Frank Field, Frank's name is legend in the Corn Belt area embracing parts of four states served by Radio KMA. Frank Field — no sacred cows No one who knows Frank Field will ever underestimate the power of radio. For almost 18 years now Frank has been dishing it out for a quarter-hour every morning at 7 :15. Weather and gardening are the chief subjects on which he is expert, but roads, recipes, egg prices, the almanac and many other subjects come within his purview. "Frank says" is a common-place quote that starts many a conversation in the soil-wealthy provinces of Iowa, Nebraska, Missouri and Kansas. There are no sacred cows in Frank's letter basket. He frequently disagrees with the U.S. Weather Bureau and his batting average is good enough that his detailed weather reports for a 10-state area are treated pretty much as gospel. Everyone in KMA -land knows Frank Field. Imagine the consternation Frank caused Dr. Sidney Roslow when the good Doctor made his first area Pulse for KMA. Frank's 7:15 a.m. show came up with a 16.6 rating and a 48% share of audience. Dr. Sidney thought his tabulating machines were playing tricks on him. So he ordered the data re-tabulated. Now, Dr. Sidney knows about Frank, too. Dr. Sidney can tell you lots more about other KMA personalities who inspired Homer Croy to tab KMA "The Heart Beat of the Corn Country" in his famous book, "Corn Country." They might be a little biased, but you can rely on the Petry men to give you just the facts. THE HEART BEAT Of THE CORN COUNTRY SHENANDOAH, IOWA 5000 WATTS. 960 KC ABN AFFILIATED WITH (K){M}(T){V} ■ ■ ird by EDWARD PETRY & CO., INC. OPEN MIKE Ratings Report Helps editor: Broadcasting's article on the J. Walter Thompson rating study [Adv. & Agencies, March 10] has been most helpful to us. Is it possible to supply us with 12 copies? William K. O'Brien Regional Sales Mgr. WCAX-TV Burlington, Vt. [EDITOR'S NOTE— Copies sent.] Helpful & Timely editor: This is to request permission to reproduce portions of "Ratings; How They're Used and Why" [Lead Story, March 24]. This will be most helpful as the item is timely and applies locally. Lowell T. Christison Promotion Mgr. KOB-AM-TV Albuquerque, N. M. [EDITOR'S NOTE— Permission granted.] 'Man of the Hour' editor: Fpr his skillful enunciation of the needs of radio, for his handy debunking of the misguided "Top 40" theory, for steering radio back on a course that will restore sanity to the programming of music [Stations, March 17], I hereby nominate Mitch Mjller as "Man of the Hour," par excellence. Ben Calderone Program Director KWYR Winner, S. D. Incompatible Color editor: Re imitation and flattery in "color radio" billboards as expressed in this column [Open Mike, March 24]: It might be interesting for KFWB Los Angeles to know that the color bit was done on KBUZ Phoenix's parent station, WSAI Cincinnati, many moons before the Johnny-come-lately color promotion of January 1958 in Los Angeles. Taking it a step further, our president was amused, rather than merely flattered, when on a recent trip to Los Angeles he heard WSAI sounds of five years' standing on KFWB. For example, how long has KFWB used the Fabulous Forty promotion? Answer: since Jan. 1, 1958. WSAI has been doing it in Cincinnati for five years. As to that billboard, it's a copy of a design we've had in use here for some time. I guess it all goes to prove that there is nothing new under the (California) sun. Marian E. Knight Promotion & Publicity Director WSAI Cincinnati, Ohio Sulphur & Molasses for Programs editor: Surveys, speeches by leading figures in broadcasting and actual figures from most radio stations show conclusively that radio is far from dead, and has made a strong comeback from the depths to which some people figure it had dropped several years ago. . . . We read where one network may drop radio and where radio is dropping day and night. Let me say that if the networks would put on good programs and if local owners and managers would program good local shows radio can still be a powerful force both day and night. Radio is a powerful force for the advertiser, but it can be improved by newer, more entertaining, more educational programs from the networks themselves as well as from local stations. N. L. Royster Mgr., Station RelationsMerchandising WSVA-AM-TV Harrisonburg, Va. Practically a Classroom Classic editor: I am using Broadcasting in our speech course this semester. We find your magazine an excellent way to keep up with current happenings in the field of television. We have used Broadcasting practically every year in one of our radio or television courses. Harold E. Nelson Assoc. Professor of Speech Pennsylvania State U. University Park, Pa. BROADCASTING ■ THE BUSINESSWEEKLV 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 3 o a. city Please send to home address state Page 18 April 7, 1958 Broadcasting