Broadcasting Telecasting (Apr-Jun 1958)

TRADE ASSNS. continued BROADCAST PIONEERS' newest unit is the Southern California chapter which currently | is being organized by west coast veterans who meet the 20-year requirement. A forthcoming election of permanent chapter officers is being set by (1 to r) Art Holbrook. manager of the Southern California Broadcasters Assn.; Loyd Sigmon, vice president, KMPC Los Angeles; Cal Smith, president, KFAC Los Angeles; George L. Moscovics, formerly of KNXT (TV) Los Angeles, and Robert O. Reynolds, president of KMPC. Temporary officers are president, Howard Meighan, vice president, CBS-TV; vice presidents, Mr. Reynolds and Mr. Smith, and secretary, Mr. Holbrook. Trade Commission, described FTC's monitoring of advertising media. He termed advertising "the lifeblood of competition" and described it "largely responsible for and essential to the tremendous prosperity of our nation and the high standard of living enjoyed by our people. It creates the demand for new and better products. It creates the demand for more products. This demand in turn creates more employment and more employment creates the purchasing power needed to consume our ever-increasing production/' Mr. Secrest said this is "a healthy cycle without which the wheels of industry would halt, progress would stop, and the abundant life which is typically American would rapidly disappear." Gerald A. Bartell, president of the Bartell Group, predicted a decline in radio's "formula operators" and emergence of "a dynamic programming based on the ebb and flow of audience response factors." He said this technique will build manpower by making radio personnel react quickly and intelligent!) to a changed set of circumstances. He added. "Instead of looking at his audience from the Olympus of his office window, management will mingle and jostle and rub shoulders and knock knees and analyze." He said this type of management will make more money "because a sales organization alert to change understands dollars and cents and how to make more of them." Tomorrow's radio, Mr. Bartell said, "in developing a creative editorial leadership will take advantage of an unparalleled opportunity to fill a position which, with a few notable exceptions, has been vacated by the American newspaper industry." Mr. Bartell criticized programming "predicated exclusively upon a tabulation of the records purchased by youngsters in their early teens." "The unweighted extension of the teenage taste to include all age groups, and then to program those records exclusively, is an erroneous conclusion based upon a specious premise," he said. Mayer Sparks Battle of Sexes In Speaking to Receptive AWRT An enthusiastic audience of women broadcast-advertising executives last week cheered on Martin P. Mayer as the 31year-old author of Madison Avenue, U.S.A. accused the radio-tv-advertising industries of "exploiting" unorganized (female) masses by holding up "glamorous titles" instead of "adequate compensation." He noted that in his research he came across "an exceptionally few" number of women account executives and broadcasters holding down topechelon jobs earning more than $12,000 per year and that it "seemed strange" that a business that depends on women customers would "discriminate" against women marketers. Mr. Mayer, speaking before a luncheon meeting of American Women in Radio & Television last Wednesday in New York, declared that "in advertising and, I suspect to a good extent in broadcasting as well, too many second-rate men are living off the brains of first-rate women." His bone of contention: for a business that loudly proclaims itself to be "liberal and unstodgy," a business "dedicated to finding a bright new world" in products as well as ideas, this industry-wide discrimination against organized womanhood is archaic, shameful and unwise. He questioned the validity of allowing women to write copy while "locking them out" of strategy sessions when "too often a woman's intuition could and probably would have a far-greater effect on advertising than so-called research." He opined that the reason women have generally been excluded from "important account positions" is that there has been "considerable client resistance" toward dealing with women and that "an agency wouldn't want to entrust a woman with the responsibility of 'fixing up' a night's entertainment." Mr. "Mayer also felt that the advertising business was "taking itself far too seriously," that advertising is "attaching far too great an importance to public relations," continually worrying about "the public attitude toward advertising." Guam Heads Equipment Group Assn. of Electronic Parts & Equipment Mfrs. announces that Helen Staniland Quam, board chairman and distributor sales manager of Quam-Nichols (loudspeaker manufacturer), Chicago, has been elected president of AEPEM. Col. Gail S. Carter, Merit Coil & Transformer Corp., was elected first vice president; Robert E. Svoboda, Amphenol Electronics Corp., second vice president. STEVE McNALLY STARS IN ZIVS ALL NEW IMPACT SERIES! "5 HOURS TO LIVE" The father of a 10year old boy holds the stolen $100,000 An international criminal holds the serum that can save the boy's life. Will the exchange be made in time to save the boy's life? SUSPEND! NOW SHOOTING AT ZIV STUDIO I Page 84 • April 14, 1958 Broadcasting