Broadcasting (Apr - June 1960)

Record Details:

Title:
Broadcasting
Date:
Apr - June 1960
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting (Apr - June 1960)
Leaf #:
000933
Language:
English
Subjects:
radio and television periodical, Broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Recorded Sound Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Description:
This trade paper began in 1931 with a focus on radio, but as the TV industry expanded in the post-World War II era, the paper increasingly became devoted to television (even the title changed to BROADCASTING TELECASTING). Developments in technology, policy, advertising, and programming were covered. The paper's advertisements and articles reveal the intricate relationship among sponsors, stations, program suppliers, and station representatives -- the industry's term for middle-men who represented numerous local stations in negotiations with national sponsors. The success of particular stations or programming choices are frequently trumpeted in BROADCASTING'S advertisements -- always with the goal of selling more of something, such as a film program or a station's spot advertising time. -- Eric Hoyt, 2014
Date Added:
October 06, 2022
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I !the ceremony which followed covered. BBDO noted that usually an institutional-type commercial takes weeks from conception to production. The Triton commercial was aired only a few days later, May 15, on GE Theatre. Capsule description: commer■ cial started with Ronald Regan lead-in, I opened on announcer Don Herbert exI plaining the scene and occasion, the I camera zooming past him to the I Triton as it moved toward the dock, I cut to scenes on the pier (the crowd, I speakers’ stand, and band) then to I Capt. Edward L. Beach, the sub’s skipI per, as he greeted his family on the 1 gangplank. Action continued with the I speakers’ stand during the ceremony, 1 shots of the Triton, a cut to a map on I which the course taken by the submaI rine was traced for the viewer and | then a closing cut to Mr. Herbert atop one of the tape trucks with both the crowds and the Triton as background. Teamed on the commercial were Messrs. Herbert and Leinbach; A1 De Caprio, freelance producer, and Bart | Bardossi, GE’s client representative. L.A. ad women win commercial awards A tv commercial for the Mattel I “Barbie” doll won Fran Harris of Harris-Tuchman Productions, Hollywood, a golden “Lulu” trophy in the 14th annual achievement awards competition of the Los Angeles Advertising Women. It was judged the best video commercial in the competition, open to all professional advertising women in the West. Second award in the tv category went to Mary Louise Metcalf, Kenyon & Eckhardt, Hollywood, for her commercial for Max Factor’s “Gold Fire” lipstick. The awards were presented May 15 at the LAAW awards luncheon, | at the Beverly Hilton Hotel. Marion R. Sternbach, Honig-Cooper , & Harrington, Los Angeles, received ! the top award for radio commercials with her “Slices of Life” spot for Weber’s bread. Marilyn Lees, Botsford, Constantine & Gardner, Portland, Ore., placed second with her commercial for Nulade eggs. Miss Harris also won a top award for the best business film entered in the competition, which encompassed some 20 categories of advertising endeavor. COURT THE WOMEN TvB issues invitation to daytime tv buyers Daytime tv is an excellent way for the advertiser to court “the woman in your life.” So reports Television Bureau of Advertising in its new presentation on daytime tv. TvB reviews audience data and covers the dominance of the woman in watching tv during daytime hours and in purchasing decisions. A wide distribution of spot availabilities dot daytime schedules the nation over. TvB said a survey made last January of 107 tv stations shows 33% of total availabilities in daytime tv consist of IDs, 32% are 20-second announcements and 14 are minutes. Some 30% are participations within programs. Most IDs available (31%) fall into the noon to 4 p.m. period. The majority of minutes (33% of the total) are in the sign-on to 9 a.m. hours. The abundance and flexibility of time periods for sponsorship in network weekday daytime schedules: ABC-TV, for example, has noon-1 :30 p.m., 2-5 p.m. and 5:30-6 p.m. network optioned. CBS-TV opens at 8-9 a.m. picks up at 10 a.m. through 1 p.m. and options 1:30-5 p.m. NBC-TV runs 7-9 a.m., 10 a.m.-l p.m. and 2-5 p.m. TvB points up the availability of full sponsorship of a 15 or 30-minute show, or program segments as a participating sponsor, and on one or a number of weekdays, all at “attractive rate structures that introduce economy into your rendezvous with women.” Highlights of the presentation: Half of all women in the country watch daytime tv each weekday for nearly three hours. This year 33.5% more homes watch tv during the daytime than in 1956. These homes account for 33.3% more hours of viewing. In 17 of the 22 half-hours of daytime tv, the share of all tv viewers accounted for by women exceeds the 36.2% potential women representative of all people in the U.S. ARBITRON'S DAILY CHOICES Listed below are the highest-ranking television network, shows for each day of the week May 12-18 as rated by Instant ratings of America Research Bureau. the multi-city Arbitron Date Program and Time Network Rating Thur., May 12 Frank Sinatra (9:30 p.m.) ABC-TV 41.0 Fri., May 13 77 Sunset Strip (9 p.m.) ABC-TV 20.3 Sat., May 14 Gunsmoke (10 p.m.) CBS-TV 31.5 Sun., May 15 Ed Sullivan (8 p.m.) CBS-TV 22.8 Mon., May 16 Danny Thomas (9 p.m.) ■CBS-TV 24.4 Tue., May 17 Garry Moore (10 p.m.) CBS-TV 20.6 Wed., May 18 Jack Benny (10 p.m.) Copyright 1960 American Research Bureau CBS-TV 23.7 'JUSTICE. ni-tion (rek-og-nish-un), n. 1. perception of identity as already known in fact. 2. e.g. the Ohio State University first place award to the wmca series wmca wbny BUFFALO ■ * &rpi BROADCASTING, May 23, 1960 (BROADCAST ADVERTISING) 39