Broadcasting Telecasting (Apr-Jun 1958)

THE WEEK IN BRIEF Tv Reallocation Studied— FCC considers secret proposal to consolidate all tv into single 25-channel band. Objective: to lick the uhf problem and create chance for vast expansion in number of operating stations. Page 27. How Do Agencies Price Their Work?— New Study by Assn. of National Advertisers turns up. Among many other things — samples of actual contracts in use by agencies and advertisers. Page 27. More Productive Advertising— That's the goal of sevenvolume report on three-year, $200,000 study of advertising management, being issued this week by Assn. of National Advertisers. Page 28. Radio Back in 1960 Census— Federal bureau decides to reverse decision that had deleted radio count. Page 30. Up and Adams — MacManus, John & Adams' Charles F. Adams blasts conformity and sterility in current ads, blames "motivational mumbo-jumbo" and other research for making creativity "a dirty word." Page 35. Agencies in the Know? — Two executives from agency row urge advertisers to include their agencies in marketing plans, observe that agencies in the know can perform more effectively in advertising-sales objectives. Page 36. C-P-M of What? — Media researchers challenged by author Martin (Madison Avenue USA) Mayer to show what they're counting when they cite "cost-per-thousand" statistics; only thing mass consumers have in common, he notes, are "bellybuttons." Page 38. Sold: Hal Roach Studios — Scranton Corp. purchases all outstanding stock in Hal Roach Studios, the first major producer of feature films which converted to tv film production in 1948. Sales price will be "in excess of $12.5 million." Page 44. Magnetic Striped Newsfilm— Newly developed film printer of CBS Newsfilm enables "high fidelity" sound track of magnetic striped film to be used in news syndication field. Page 48. Why They Shoot Film Overseas — One thing, Philip Krasne points out, it isn't to save money. He discusses procedures involved in shooting abroad. Page 54. The CATV Problem — Telecasters ask that community antenna systems — and translators and boosters — be related to local tv stations; Senate Commerce Committee hears dozen broadcasters and rebuttal by catv representatives. Page 56. Pressure Charges Still Fly — Legislative Oversight hearings continue on St. Louis-Springfield, 111., decisions. WHDH-TV Boston challenges subcommittee's authority to subpoena its records in investigation of Boston ch. 5 grant. Page 64. Senate Committee Reopens Old Wounds — Allocations. FCC Chairman Doerfer agrees selective deintermixture has not cured problem, hints that some relaxation of engineering standards may be in order although other commissioners urge pause until TASO report is in. Page 68. FCC Orders New Miami Ch. 10 Hearing — Acting on remand from Appeals Court, FCC starts machinery for new hearing to decide if its 1957 grant of ch. 10 to National Airlines should be voided because of alleged illegalities and improprieties. Page 72. UP-rNS Merger Confirmed as Justice Eyes Deal — Formation of UPI from consolidation of two wire services formally announced. INS-Telenews not involved. Justice Dept. looks for possible antitrust violation. Page 75. Adam's Pulse — Station rep Adam Young hurls statistical missiles at "modern radio" critics, says radio reaches more adults than teenagers and attempts to "set the record straight." Page 77. The Best Advertising Buy — Harry K. Renfro, D'Arcy Adv. Co. radio-tv director,' says night radio offers best dollar-fordollar buy in media field. Praises radio, and offers some pointed suggestions, in talk to Kentucky Broadcasters Assn. Page 82. Educators Explore New Methods — Radio-tv specialists confer at U. S. Office of Education, with National Assn. of Educational Broadcasters cooperating. Educators and commercial broadcasters cooperating more effectively, delegates told. Page 86. Reprieve for Etv — New York's Metropolitan Educational Television Assn. wins temporary stay as Ford Foundationsupported educational tv-radio center at Ann Arbor comes through with financial transfusion; other sources — all private — also swell META coffers. Page 86. What Price Attention? — President John G. Petrik of Petrik & Stephenson, Philadelphia, thinks it's too high in many current tv commercials, especially when it's achieved by gimmicks which obscure the sales pitch. See Monday Memo. Page 105. Illlli «T < MR. PETRIK DEPARTMENTS ADVERTISERS & AGENCIES . . 28 AT DEADLINE 9 AWARDS 87 BUSINESS BRIEFLY 35 CHANGING HANDS 80 CLOSED CIRCUIT 5 COLORCASTING 30 DATELINES 79 EDITORIAL 106 EDUCATION 86 FILM 4* FOR THE RECORD 91 GOVERNMENT 56 IN REVIEW 17 INTERNATIONAL 88 LEAD STORY 27 MANUFACTURING 85 MONDAY MEMO 105 NETWORKS 83 OPEN MIKE 14 OUR RESPECTS 20 PEOPLE 102 PERSONNEL RELATIONS 84 PLAYBACK 90 PROGRAMS & PROMOTIONS 99 PROGRAM SERVICES 75 STATIONS 77 TRADE ASSNS 82 UPCOMING 18 Broadcasting June 2, 1958 Page 7