Broadcasting Telecasting (Oct-Dec 1959)

KIVA serves all of the rich Imperial and Yuma Valley Market from within . . . evidenced by 91.7% share in the latest ARB Report. Newly completed Studios and facilities in El Centro, California provide local, live originations in this important center of the Market with the MOST KIVA channel eleven \ D NBC, CBS, APC NETWORKS VALLEY TELECASTING CO., INC. HARRY C. BUTCHER, PRESIDENT ROGER VAN DUZER, EXEC. V. P. AND GEN. MGR. YUMA, ARIZONA • EL CENTRO, CALIFORNIA Represented by Hollingbery The OK Group WBOK WlOK \ JOK • WXOK • KAOK • KYOK • * K • WBOK • W LOK ■ WGOK • WXC Who Knows Most About 37,000 Negroes In c > G m uWe Charles? We Do At KAOK* Grou| :yok WBO KAC 'XO K-V The /G< OK ¥> AC this $61,000,000 rket potential. Cash in on Negro ma We Can Show You Howor Call our Rep. n u A 3 \ \ wrt YC Ml| IOI • w. The K-W WXC Srou DK-V fOK Write CAOK Bernard Howard The O New York . :wb( \OK-M K-WGI Broup' WXOK mmvf. «euK • The ok :AOK • KYOK • WLOK • WBOK • W The OK Group • WGOK • WLOK • F iUeOK W0** NEW ORLEANS." 505 BARONNE ST. ahead of their respective markets as well as the radio industry and the overall advertising outlay. "Tv's growth has been industrywide — by all markets and all stations except uhf in intermixed markets — whereas radio's growth has been selective by individual markets and stations. "Because of the growth of all media advertising, any given advertising medium should have experienced a 115% expansion in dollar revenues to hold its own percentage share of the enlarged advertising expenditure." Here is how advertising shifted in the decade (share of nation's total advertising): Radio Tv Newspapers Magazines Direct Mail Business Papers Outdoor Miscellaneous 1949 11.0% 1.0% 36.8% 9.5% 14.5% 4.8% 2.5% 19.8% 1958 6.0% 13.2% 31.0% 7.4% 15.4% 5.2% 1.9% 19.9% "During the 1949-58 period, tv's expansion as a percentage of total national advertising has been approximately equal to the combined loss of radio, newspapers and magazines, which had a combined drop of 13.1% in their aggregate percentage share of advertising expenditures in the decade. "If newspapers, radio and magazines had maintained their 1948 percentage share of all media advertising, these three media would have received the following 1958 revenues as against their actual results: "It is significant that the difference between 'what would have been' under a 1948 status quo and what actually was the 1958 advertising revenue of the radio, newspaper and magazine industries amounted to $1,315,000,000, practically the 1958 tv revenue. "It may be contended that tv itself has been responsible for a substantial expansion in advertising outlays. Whether total advertising would have risen to $10.3 billion in 1958 if there had been no tv cannot be proved. The fact remains that in 1958 total advertising equaled 2.3% of GNP and was 2.2%2.3% of GNP in the pre-World War II period of 1935-39." In analyzing local advertising Mr. Doherty said radio and newspapers "are generally conceded to be the dominantly effective local advertising media." He added, "This fact is fully correct when viewed in total local advertising dollars spent. In 1958 newspapers absorbed 60.45% of all local advertising outlays. Radio, second largest local medium, received 9.42% of local advertising. "Examining trends over the last decade, newspapers and radio are found to have lost relative ground in the local field. In 1948 newspapers were favored with 64% of the $2,087,000,000 spent by the nation's local business firms. In 1958 newspapers acquired nearly $1 billion more local advertising dollars, but this 1958 local revenue of $2,375, Media Radio Newspapers Magazines 1958 Advertising If On Same Basis as 1948 $1,080,776,000 $3,670,560,000 $1,070,580,000 Actual 1958 Advertising Revenue $ 616,000,000 $3,120,000,000 $ 770,000,000 Difference $464,776,000 $550,560,000 $300,580,000 TV PREVIEW Dutch Master & friend • Comic Ernie Kovacs listens in rapt attention to a string quartet . . . faces a firing squad . . . visits a Napoleon wax museum . . . looks on breathlessly as Mona Lisa comes to life. And his "co-star" in these interludes is a Dutch Master Cigar. Mr. Kovacs is a "silent" salesman in taped commercials on a panel show, Take a Good Look, starring the zany comedian, on ABC-TV, beginning Oct. 22. An inveterate cigar-smoker himself, Mr. Kovacs suggested to the advertising agency, Erwin Wasey, Ruthrauff & Ryan, New York, that he star in the middle commercial. Known as "super-imaginative," Mr. Kovacs recommended that the commercial rely upon off-the-beatentrack locales and situations and also exploit his skill as a pantomimist. Mr. Kovacs, cigar in hand and ear cocked (above), listens to a string quartet, evinces various reactions and moods, and finally realizes he is the only person in the audience who is smoking. Registering dismay and embarrassment, he finally looks up to the string quartet and notices that each member is smoking a cigar. There are no spoken words but a written tag-line at the end proclaims: "Step up to finer smoking pleasure with Dutch Masters." 48 (BROADCAST ADVERTISING) BROADCASTING, October 5, 1959