Broadcasting Telecasting (Oct-Dec 1961)

Statement Required by the Act of August 24, 1912, as Amended by the Acts of March 3, 1933, and July 2, 1946 and June 11, 1960 (74 Stat. 208) Showing the Ownership, Management, and Circulation of Broadcasting, published weekly at Washington, D. C, for September 27, 1961. 1. The names and addresses of the publisher, editor, managing editor, and general manager are: Publisher and Editor— SOL TAISHOFF, Washington, D. C. Managing Editor — ART KING, Bethesda, Md. General Manager — MAURICE H. LONG, Chevy Chase, Md. 2. The owner is: (If owned by a corporation, its name and address must be stated and also immediately thereunder the names and addresses of stockholders owning or holding 1 percent or more of total amount of stock. If not owned by a corporation, the names and addresses of the individual owners must be given. If owned by a partnership or other unincorporated firm its name and address, as well as that of each individual member, must be given.) Broadcasting Publications, Inc., Washington D. C. ; Sol Taishoff, Washington, D. C. Betty Tash Taishoff, Washington, D. C. Lawrence B. Taishoff, Washington, D. C. Joanne T. Cowan, Westport, Conn. 3. The known bondholders, mortgagees, and other security holders owning or holding 1 percent or more of total amount of bonds, mortgages, or other securities are: (If there are none, so state.) None. 4. Paragraphs 2 and 3 include, in cases where the stockholder or security holder appears upon the books of the company as trustee or in any other fiduciary relation, the name of the person or corporation for whom such trustee is acting; also the statements in the two paragraphs show the affiant's full knowledge and belief as to the circumstances and conditions under which stockholders and security holders who do not appear upon the books of the company as trustees, hold stock and securities in a capacity other than that of a bona fide owner. 5. The average number of copies of each Issue of this publication sold or distributed, through the mails or otherwise, to paid subscribers during the 12 months preceding the date shown above was: 23.216. MAURICE H. LONG Vice President and General Manager Sworn to and subscribed before me this 27th day of September 1961. ETHNA WHITE Notary Public (Seal) (My commission expires Feb. 28, 1966) . . . about paid circulation The surest barometer of the reader acceptance of any publication is its paid circulation. People read business and trade papers for news and ideas that will help them in their jobs, not for entertainment. The purchase of a subscription immediately establishes a contractual relationship between the subscriber and the publisher. The subscriber buys the publication and anticipates news and features to keep him abreast of developments in his own business. He expects the publication to reach him regularly throughout the subscription year. If reader interest is not maintained, paid circulation is directly affected. BROADCASTING for the past 12 months averaged a paid weekly circulation of 23,216 (as sworn above in the ownership statement). This is the largest paid circulation in the vertical radio-tv publication field as confirmed by Audit Bureau of Circulations. Incidentally only BROADCASTING »" >*S field qualifies for ABC membership since the pre-requisite is paid circulation. That's why the intelligent advertiser always chooses BROADCASTING as his basic promotional medium in 'the radio-tv trade field. He knows paid circulation is a true reflection of the publication's value. explained, because "we probably invest more" in spot radio-tv "than many advertisers who use them as basic media." How They Do It ■ The General Motors executive, in suggesting that SRA can and should take the lead in adopting a code to discredit questionable bases for circulation claims in radio, asked: "How in the world can two or even more than two stations claim to be number one in a given market?" His answer: "Very easily. One station opens a half-hour earlier than the others; one station remains on the air a half-hour later than the others and the third only researches homes outside the signal of the other two." Mr. Smith acknowledged that audience research is expensive, but thinks more qualitative, not quantitative, work is needed. General Motors itself must do more, he said, "and we're going to see that it is accomplished." Before joining GM, Mr. Smith owned his own production firm for a short period and before that for some 16 years was with Procter & Gamble, ultimately as associate manager of the advertising production division. His last bit of advice: "Finally, I bring you a plea from our timebuyers. Market selection is our business. If we do not include a market, don't come rushing in with the news that we forgot that there are umpteen dealers in WWW radioland. Hell, we know. We put 'em there." THE WOMAN'S VIEW She prefers tv auto ads to print, 'McCall's' finds Although General Motors may be more interested in reaching the man of the family through television (see story, page 36), the woman of the house is quite favorably impressed by auto ad vertising on tv, more favorably so, in fact, than by the same advertising in print media. This approval for auto ads in tv came Thursday in Chicago from typical housewife delegates attending an advertising panel during McCall's magazine's fifth annual Congress on Better Living. They liked being able to "see" what the new cars look like on television and they felt television gives them a better concept of how their own families would look in the cars being shown. The women, however, expressed extreme dislike of drug advertising on tv and some said they actually feel "sick" just from watching them. Instead, they said, they like to read drug ads in print because they feel they get more information this way and can re-read technical points. The 65 McCall's magazine delegates, chosen to make up a representative national sample from all the states, favored informative tv commercials, subtle or sophisticated spots, cartoon ads and personal endorsements by well known people. Tv personalities are believable salesmen, they think, but tv doctors are "obviously phony." Other panel meetings earlier in the week disclosed reports from the delegates that their families' adult tv viewing is "slightly off" and more selective but radio listening is up, "music to work by." Only one of the 65 delegates has a color tv set but she reported, "we love it and we wouldn't go back to black and white." Others reported family interest in getting color tv, but many still think the price is too high and fear too many service calls. Radio and tv set ownership among the delegates was high, some reporting as many as five and six radios per household and most two or three. About one third said they have two tv sets. Wool Bureau moves into television For the first time in its history, the Wool Bureau Inc., New York, is using television as an advertising medium, placing 20-second announcements primarily in Class "AAA" time slots in four major markets to promote fall men's wear. The copy theme in the commercial is: "If it isn't wool, forget it!" In each of the cities, local store credits will be given, and national manufacturer credit will be provided to Kuppenheimer, Timely and Hammonton Park. The campaign started last week in Chicago, spreads this week to New York, Los Angeles and Washington, D. C, and continues through mid-October. The filming and creation of the commercial, which includes four characters, were prepared by the Wool Bureau's agency, Hockaday Assoc., New York. The Wool Bureau is financed by wool growers throughout the world. 38 (BROADCAST ADVERTISING) BROADCASTING, October 2, 1961