Broadcasting Telecasting (Apr-Jun 1959)

Wide public reaction to the telecast, pro and con, was aroused. Sen. Russell Long (D-La.) told WBRZ the matter is being referred to the FCC. He said it was "extremely unfortunate" the film showing included profane language, adding, "It was inexcusable that certain tv stations played a film of that speech without deleting the offensive language." WJBO Baton Rouge fed the May 26 proceedings over a statewide radio network plus an apology the next day, the latter purchased by Gov. Long. The apology was similar in tone to the original diatribe. Lee interests buy 8 Anaconda papers A giant copper firm has sold its string of eight Montana newspapers to Lee Newspapers, a midwestern newspaper group with broadcasting interests. The purchase price, for the eight daily papers of Anaconda Copper Co., Despite questions about fm's status (Broadcasting, June 8), the medium spelled fine music and fine sales for a home builder in Houston, Tex., after a 13-week schedule over KHGM (FM) Houston. Builder Cantrell & McMillan bought one hour Sunday morning for 13 weeks on KHGM (a Taft Broadcasting Co. station). During the campaign, President Glen McMillan counted 35,000 visitors to the "Heritage" home, a furnished sample house. During the same period, the company sold 50 homes and collected over 900 prospects who signed the "Heritage" home register as wanting to discuss C&M-built homes in the future. Cantrell & McMillan used only fm radio and newspapers for the campaign. Mr. McMillan estimates that 25 % of the 50 sales were a result of KHGM radio advertising. As the average home runs about $30,000, the total of the 50 homes sold is about $1.5 million. The 25% which he attributes to fm amounts to $375,000 in sales. The price of the fm schedule: $540. In the words of KHGM President Paul E. Taft, it "sounds fantastic," but is really logical because the home builder was in "an ideal position to take advantage of the type of audience which fm offers." Mr. Taft describes Mr. McMillan as a builder of quality homes who wanted "an audience who would appreciate quality." The station pres subsidiary of Fairmont Corp., was an estimated four to $10 million. Fairmont Corp. recently sold its 27% interest in KFBB-AM-TV Great Falls, Mont., to majority owner J. P. Wilkins and E. F. Gait for $113,000. Lee Radio Inc. is the licensee of KGLO-AM-FM-TV Mason City, Iowa, and is affiliated with the ownership of WTAD Quincy, 111. Lee P. Loomis, president, also publishes Mason City Globe-Gazette. Other Lee newspapers are Hannibal (Mo.) Courier-Post (KHQA-TV); La Crosse (Wis.) Tribune (WKBT [TV]); Davenport (Iowa) Tribune & Times, Ottumwa (Iowa) Courier, Muscatine (Iowa) Journal, Madison (Wis.) State Journal (WIBA and WMTV [TV]), Kewanee (111.) Star-Courier and Lincoln (Neb.) Star (KFAB Omaha, Neb.). Fairmont Corp. papers are Missoula Missoulian and Sentinel, Butte Post and Montana Standard, Anaconda Standard, Livingston Enterprise, Helena Independent Record, Billings Gazette. Happy Renewal Messrs. McMillan (I), Taft ident added that Mr. McMillan advertises only on fm and in newspapers, using some direct mail. "He believes," said Mr. Taft, "there is a 'hidden' response connected with fm that pays off over several years. His commercials are dignified and well done, almost institutional in character. He attaches as much institutional value to his fm advertising as he does to actual sales and believes firmly that fm is the only medium where you buy both prestige and sales for the price of one." Mr. McMillan's convincing act of faith: a signed contract last month for a five-hour program every Sunday for 32 weeks over KHGM. Mass communications contain today's key Today's pressing problems, created by modern technology, can be solved through enlightened use of the tools of mass communications, Robert Sarnoff, NBC board chairman, stated in a commencement address at Franklin & Marshall College, Lancaser, Pa. last Monday (June 8). Mr. Sarnoff, who received an honorary Doctor of Laws degree, said that scientific and technological advances have created new human problems and aggravated old ones faster than man has been able to cope with them. Fortunately, he added, technology has also created communications of the same expanded dimensions as the problems. Mr. Sarnoff argued mass communications offer "the only feasible public forum" for recognizing the urgency of society's problems, thrashing them out and finding broad solutions. "Some criticize the mass media for disseminating trivia," he continued. "A mass medium by its very nature must reflect the interests of the society it serves in all their rich diversity. If it tries to please only a high level of taste, it is no longer a mass medium. This, too, is a limitation, but not a rigid one, for the media must also take the lead in offering broadened cultural and informational opportunities, and to the extent that the public responds, the level of mass fare will rise." RAB expands number of 2-day conferences The Radio Advertising Bureau schedule of two-day management conferences this fall has been expanded from seven to eight and an additional section has been placed on the agenda. The regional conferences will ooen in Princeton, N.J., on Sept. 2-3, with other dates as follows: White Sulphur Springs, W.Va., Sept. 10-11; Ponte Vedra Beach, Fla., Sept. 14-15; Hot Springs, Ark., Sept. 17-18; Monterey, Calif., Sept. 21-22; Boulder, Colo., Sept. 24-25; Deerfield, 111., Sept. 28-29 and St. Clair, Mich., Oct. 5-6. The added section of the agenda of these conferences for 1959 will cover "What Radio Station Management Can Learn From Other Businesses." The emphasis will be on the study of the sales, promotion, production and management techniques of successful businesses, particularly those selling intangible products. The four principal sections of the conferences are: "Programming for More Sales," "Promoting for More Sales," "Managing the Sales Department," and "Managing Stations for More Sales and Profit." Fm finds a home & KHGM a contract 56 (THE MEDIA) BROADCASTING, June 15, 1959