Broadcasting Telecasting (Jul-Sep 1958)

IN REVIEW CONTINUED Get more for your Money! and LICK the BIG N.E. Pennsylvania^ Market y»5CRANT0N ES-BARRE GREATEST COVERAGE % 1st in Average Share of Audience — ALL DAY* # 1 st in Average Quarter Hour Rating — ALL DAY* \ ^ • HAXLETON HIGHEST POWER/ I— Highest power and dominant penetration among all competing stations. LOWEST COST WILK has the greatest listening audience — You get a greater return on every dollar spent. BIGGEST GROWTH Effective programming directed to the young and old alike is responsible for WILK's rapid growth. * Pulse Wilkes-Barre Hazleton Metropolitan Area — November 1 957. Wilkes-Barre, Pennsylvania. Call Avery-Knodel for details The only A.B.N. Affiliate in Northeastern Pennsylvania. BROADCASTING THE BUSINESSWEEKLY OF TELEVISION AND RAOIQ 1735 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 I 1.00 □ Enclosed □ Bill title/position* company name address city Please send to home address state O portrait on the last page of the book of one P. T. Barnum. MOTIVATION RESEARCH by Harry Henry, Frederick Ungar Publishing Co., 105 E. 24th St., New York 10, N. Y. 240 pages. $5. The reader might be reminded of a cast member in the flapper musical, "The Boy Friend," who assured the audience, "We had the twenties in Britain, too." It turns out that they have MR in Britain as well, and presumably there's no escaping it anywhere. Mr. Henry, director of research for McCann-Erickson Adv. Ltd., London, and chairman of the agency's European research committee, seems well qualified to speak for the advertising phenomenon of the fifties. His book on MR, "its practice and uses for advertising, marketing and other business purposes," is a conscientious explanation of the infant depth technique, the why, what and how in production, packaging, marketing and advertising — all indexed and bibliographed. He treats his subject good humoredly, even sprinkling in a Goldwynism from time to time (do they have him there too?). Harry Henry also covers the great names of MR. All are introduced and Vance Packard comes in for a spirited rebuttal of what Mr. Henry believes are conclusions unfairly drawn by The Hidden Persuaders. RADIO FREE EUROPE by Robert T. Holt, U. of Minnesota Press, Minneapolis 14, Minn. 249 pages. $5. Dr. Holt, an assistant professor of political science at the U. of Minnesota and a veteran of Army psychological warfare, went to Munich to study the nine-year-old service operated by political exiles. He has put an exhaustive story of RFE on the record, covering people, methods and policy. The story of the private propaganda enterprise is a distinct documentary contribution, complete with scholarly appendix, notes and index but without pedantry. Notes are thoughtfully put at the end instead of at the bottom of pages. One interesting chapter deals with the role of RFE in Polish and Hungarian uprisings and subsequent charges that the radio service influenced the revolts. IMPEDANCE MATCHING edited by Alexander Schure, John F. Rider Publisher Inc., 116 W. 14th St., New York 11, N. Y. 119 pages. $2.90. No. 166-23 in the Rider Electronic Technology Series covers a subject about which editor Schure says, "Few topics must be given as close attention in the design and construction of electronic equipment as must impedance matching." He thoughtfully defines the function of impedance matching in the transfer of energy from the output of one circuit to the input of another. The book was written for design engineers, students, radio amateurs and electronic hobbyists. It doesn't stint on schematic illustration and includes review questions at each chapter's end. Page 22 • August 11, 1958 Broadcasting