Broadcasting Telecasting (Oct-Dec 1962)

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How to get a free meal from New York reps Station reps in New York last week were recovering from a mystery. The mystery: Who was the man who kept popping up and reporting he'd bought WHBQ Memphis and was looking for a new rep? The man was reported to have visited a number of station representative firms during the week ended Nov. 23. He said he was the nephew of a well-known station broker, gave the name of "his" Washington attorneys, and talked as if he knew the broadcasting business. He got a free meal or two — no more than the due of any prospective client — and in one case he also wangled a raincoat after complain ing that some thief had stolen his in a restaurant. He indicated to at least one rep firm that it would get his business, then left (after dinner) and never returned. He reportedly did sign with still another rep. His bubble began to burst when reps started checking his stories. The broker whose nephew he claimed to be said he'd never heard of him. Neither had a top member of the Washington law firm he mentioned. And officials of RKO General, owner of WHBQ, assured callers they had not sold the station, had no intention of doing so, and hadn't the faintest notion of who the self-proclaimed "buyer" might be. Broadcaster group opposes high powers The Maryland-D.C. Broadcasters Assn. went on record at its fall meeting in Baltimore last week as opposed to authorization of increased power of up to 750 kw for radio stations operating on clear channels. The U. S. House of Representatives recommended last summer (in H Res 714) that the FCC re-examine its power limitations on 25 class I-A clear channel stations now permitted a maximum of 50 kw. (Broadcasting, July 9, 2). The organization named Ewell K. Jett, vice president and general manager of WMAR-TV Baltimore, to investigate the effects such power increases might have on broadcasting. Mr. Jett, a former FCC commissioner from 1944-47, was chief engineer of the agency during WLW Cincinnati's experimental broadcasts with 500 kw in the early '30s. His study on "clear channel super power" will be based on "history and known engineering," Mr. Jett said, and although he described his position on such proposed increases as neutral, he thought the economic effect of more than 50 kw operation by stations would be "most important." A group of regional operators in Michigan began a grass roots campaign against the proposed power increases last week (At Deadline, Nov. 19). Joseph Goodfellow, vice president and general manager of WRC-AM-FMTV Washington, was elected president of the broadcasters association. (See page 80 for other officers). Webster warns against radio 'misconceptions' Advertising agency and station executives were warned against following old-fashioned ideas in using radio by Maurie Webster, vice president and general manager of CBS Radio Spot Sales. Speaking to the Philadelphia Television-Radio Advertising Club, Mr. Webster pointed out that fashions which do not represent real trends "may deceive us into mistakes." Among examples of outdated fashions Mr. Webster cited was the "misconception that listeners just want music and news from radio." He pointed to a recent survey which found that to 34% of the public the principal interest in radio was news and talk programming while 40% favored popular music, 16% chose semi-classical and classical music and 7% voted for rock 'n' roll. A second example of a "deceptive" fashion is the "common assumption that the way to evaluate radio stations is simply to look at their ratings and their costs." He described a new CBS Radio service — RadioMarketing — whose function is to help non-radio clients and their agencies plan an efficient use of the medium. KSD-AM-TV return to 'P-D' annex KSD-AM-TV St. Louis have returned to their former home in the mechanical annex of the Post-Dispatch building, but the old place has been remodeled and re-equipped about $1 million worth. The KSD stations evolved in the annex, but were moved into the main building in 1949 and stayed there until this month. The "new" home includes a pair of two-story tv studios (one spacious enough to accommodate an audience of up to 60 persons) and modern radio studios. The television system is suitable for addition of local color equipment later, although KSD-TV (ch. 3) now carries NBC programs in color. Labor Dept. joins Morgan ABC Radio's 1962 Edward P. Morgan Essay Contest will be held in association with the U. S. Dept. of Labor, it was announced Wednesday (Nov. 21) by Secretary of Labor W. Willard Wirtz and ABC Radio President Robert R. Pauley. The theme of this year's contest, which is open to all undergraduate students in the U. S., will be "Youth's Magnavox sponsors $ 150 STATIONS SWAP SPOTS The Magnavox Co. has agreed to give fm broadcasters the shot in the arm that many have been prescribing for themselves for several years. A $150,000 contract between the Ft. Wayne, Ind., set manufacturer and the National Assn. of Fm Broadcasters will provide NAFMB the funds to open a research and promotion office in New York and in turn put Magnavox spots on 150 fm stations around the country for six to nine months beginning today (Nov. 26) (Broadcasting, Nov. 12, Oct. 29). Participating stations will turn over income from their Magnavox schedules to NAFMB for use in the New York operation. Under terms of the agreement stations are airing six spots a day for six months or four spots for a period of nine months. Many fm broadcasters have expressed belief their medium can "get off the ground" with proper professional promotion. 150,000 fm boost FOR N.Y. PROMOTION OFFICE Frank Freimann, president of Magnavox, said the company is "proud" to support fm broadcasting on a national scale and provide its dealers with the "largest use" of fm in the history of the medium. T. Mitchell Hastings, president of the NAFMB, expressed the group's appreciation of the interest shown in fm by Magnavox and its agency, Kenyon & Eckhardt. He said a preliminary study will be undertaken shortly to determine the type of fm information advertising agencies require. Stephen Dietz, senior vice president and director of marketing services for K&E, said, "This pioneering media buy ... is good for both our client and the NAFMB." He reported that Magnavox is "reaching a productive audience efficiently." The schedule will help both the fm industry and the advertising business by developing useable information on the dimensions and the nature of the fm medium, Mr. Dietz said in his announcement. 32 (THE MEDIA) BROADCASTING, November 26, 1962