Broadcasting Telecasting (Apr-Jun 1958)

STATIONS CONTINUED nized products in the stores while over 90% of the households consider their children's recommendations. The study listed 13 products being advertised on children's tv programs in Chicago during January-February 1958 — including but not limited to WGN-TV. One product. Cocoa Marsh (manufactured by Taylor Reed Corp.) achieved a 96.4% penetration of homes during those two months. I he study suggests "that the appeals used for every product advertised on children's television programs should be examined from both the child's and the parent's point of view. The use of suitable appeals for both parent and child could produce far greater market penetration and usage." No station references were made in the questionnaires, but Ding Dong School was used for "maximum response." according to WGN Inc. It stressed that the study was based only on a sample of children who watch that program and is "possibly indicative of children's behavior in the studied age groups." STATION SHORTS Storer Broadcasting Co. has appointed Hume. Smith. Mickelberry Inc., Miami advertising agency, for its home office and twelve radio and tv stations. This reportedly is first time that all its national advertising has been handled through one agency. WKY Oklahoma City, Okla., announces it has begun 24-hour operation. WNIX Springfield, Conn., has changed call letters to WCFR. WCHB Inkster, Mich., appoints Seymour, Leatherwood & Cleveland, Detroit advertising agency, as managerial executives. KPEN (FM) Atherton, Calif., reports it has gone on 24-hour operation. KGRH Fayetteville, Ark., has changed call letters to KHOG. WRIS Roanoke, Va., reports construction has begun on new two-story studio and office building. Station says cost will be ap MANAGERS of the Johns radio stations met for a day of school topped by a class party last month in Minneapolis. At the first Radio Study Clinic were (seated, 1 to r) Peter A. Barnard, general manager of WSPT Stevens Point, Wis.; Merle Edwards, general manager, WMIN St. PaulMinneapolis; William F. Johns Jr., president of the Johns Stations; William L. McDonald, general manager of WOSH Oshkosh, Wis.; (Standing, 1 to r) Charles Loufek, general manager, KRIB Mason City, Iowa; Robert J. Flynn, vice president, WMIN; James R. Duryea, general manager, KMNS Sioux City, Iowa, and Vincent Casey, KIHO Sioux Falls, S. D. President Johns opened the seminar by reminding conferees of the group's successful adaptation of formula radio to small markets, using rating figures to illustrate his case. The rest of the day was devoted to analyzing components of formula radio — programming, sales and promotion — by experts within the group and from the outside. The latter included guests from record distributors, advertising agencies and the John E. Pearson Co., national representative of the Johns Stations. After a final session analyzing and interpreting the day's discussion, class was dismissed and the group wound up the day with cocktails and a buffet dinner. The Johns Stations are planning to make the seminar an annual event, it has been announced. proximately $110,000 and that it will occupy second floor, with National Cash Register Co. occupying first floor. Tele-Broadcasters Inc. reports that gross sales for first quarter of 1958 increased 17.4% over first quarter of 1957. WKXP-TV Lexington, Ky., became primary CESAR ROMERO STARS IN ZIV'S ALL NEW IMPACT SERIES! NOW SHOOTING AT ZIV STUDIO ! affiliate of CBS for Lexington and Central Kentucky on April 1 . WKXP-TV had been independent since it went on air last September. WWHG Hornell, N. Y., has increased power from 1 kw to 5 kw. REPRESENTATIVE APPOINTMENTS KYA San Francisco names Adam Young. KFML Denver appoints Meeker Co. WADK Newport, R. I., names Everett-McKinney as its national representative and Foster-Creed, Boston, as its regional representative. KUNO Corpus Chrisri, Tex., appoints Richard O'Connell for East Coast, William J. Reilly for Midwest and Tracy Moore & Assoc. for West Coast. WVKO Columbus, Ohio, has named Venard, Rintoul & McConnell. WHOO Orlando, Fla., appoints Venard, Rintoul & McConnell. WTRO Trimble, Tenn., names Robert S. Keller. KRKD Los Angeles has appointed Jack Masla & Co., N. Y., as its eastern representative. Page 78 • April 14, 1958 Broadcasting