Broadcasting Telecasting (Apr-Jun 1963)

Broadcasting Publications Inc. President Sol Taishoit Vice Presidext Maury Loxg Vice Presidext Edwin H. Jantes Secrftary H. H. Tash Treascber B. T. Taishoff Comptroller Ikying C. Miller Asst. Sec.-Treas Lawrence B. Taishoff mfl B RO AD CASTI N G THE BUS1NESSWEEKLY OF TELEVISION AND RADIO ExecutiYe and publication headquarters: Broadcasting-Telecasting Bldg.. 1735 DeSales Street. N.W., Washington 6, D C. Telephone: Area code 202 Metropolitan 8-1022. Editor and Publisher Sol Taishoff Editorial Vice President and Executive Editor Edwin H. James Editorial Director (New York) Rufus Crater Managing Editor Art King Senior Editors: J. Frank Beaity, Bruce Robertson (Hollywood ) , Frederick M. Fitzgerald, Earl B. Abrams, Lawrence Christooher (Chicago), Dawson Nail; Associate Editors: George Darlington. Leonard Zeidenberg; Siaff Writers: Sid Booth, Sherm Brodey, Gary Campbell, Jim deBettencourt, Larrv'Michie: Editorial Assistants: Chuck Shaffer. Nancy K. Yane; Secretary to the Publisher: Gladys Hall. Business Vice Presidext and General Manager Maury Long Vice Presidext' axd Sales Manager Winfield R. Levi (New York) Assistant Publisher Lawrence B. Taishoff Southern Sales Manager: Ed Sellers; Production Manager: George L. Dant; Traffic Manager: Harry Stevens; Classified Advertising: Dave Lambert: Advertising Assistants: Robert Sandor, Carol Ann Jenkins, Ken Albright; Secretary io the General Manager: Doris Kelly. Comptroller: Irving C. Miller; Assistant Auditor: Eunice Weston. Publications and Circulation Director of Publications John P. Cosgrove Circulation Manager: Frank N. Gentile; Circulation Assistants: David Cusick, Edith Liu, Burgess Hess, German Rojas, Joan Chang. Bureaus New York: 444 Madison Avenue. Zone 22. Telephone: Area code 212 Plaza 5-8354. Editorial Director: Rufus Crater; Bureau News Manager: David W. Berlyn; Associate Editor: Rocco Famighetti; Staff Writers: John Gardiner. Phil Grose, Diane Halbert, Larry Littman; Assistant: Frances Bonovitch. Vice President axd Sales Manager: Winfield R. Levi; Eastern Sales Manager: Don Ku5~k; Ixsnrunox.AL Sales Manager: Eleanor R. Manning; Advertising Representative : Syd Abel; Advertising Assistant; Ellen Reilly. Chicago: 360 North Michigan Avenue. Zone L Telephone: Area code 312 Central 6-4115. Senior Editor: Lawrence Christopher; Midwest Sales Manager: Warren W. Middleton; Assistant: Barbara Kolar. Hcllvwood: 1680 North Vine Street, Zone 28. Telephone: Area code 213 Hollywood 3-3148. Senior Editor: Bruce Robertson; Western Sales Manager: Bill Merritt. Toronto: 11 Burton Road, Zone 10. Telephone: Area code 416 Hudson 9-2694. Correspondent: James Montagnes. Broadcasting* Magazine was founded in 1931 by Broadcasting Publications Inc.. using the title, Broadcasting* — The News Magazine of the Fifth Estate. Broadcast Advertising* was acquired in 1932. Broadcast Reporter in 1933 and Telecast* in 1953. BroadcasitngTelecasttng* was introduced in 1946. •Reg. U. S. Patent Office Copyright 1963 : Broadcasting Publications Inc. OPEN MIKE i The lessons BMB taught editor: Never once in all the heated discussions about rating services [at the XAB convention in Chicago] did I ever hear any reference made to the former Broadcast Measurement Bureau. I never saw more dedicated people than representatives of the AAAA and the ANA. Perhaps we didn't have the most enlightened leadership. Perhaps the board members themselves were not capable. Perhaps even the idea was not sound. But. it seems to me that this came the closest to a sensible measurement of audience that has ever been proposed or put into effect by the broadcasting industry. At least it was our own. At least it was supervised by the broadcasters, the agencies, and the advertisers. I can't understand why this concept has been entirely forgotten in the present furor over rating services. I talked to agency, advertiser and network officials in Chicago and found a reluctant agreement that perhaps the concept could be given a new birth . . . Perhaps the industry, with the assistance of the advertisers and agencies, could take a whole new look at this matter of audience measurement. ... I have full respect for Oren Harris, but it seems to me there are so many world-wide problems facing Congress that television and radio should be assigned to their proper share of importance.— Robert T. Mason, president, wmrn-am-fm Marion, Ohio. (The Broadcast Measurement Bureau was created in August 1944 by the NAB Executives War Conferense and later approved by the American Association of Advertising Agencies and the Association of National Advertisers. The plan entailed a one million postcard survey biennially with the bill paid by the broadcasting industry. The BMB was dissolved in March 1950.) editor: It seems a tragic thing to see our industry so discredited by the actions of a very few misguided individuals. The need for reliable industry research is even greater now than it was before. We must rebuild confidence in our medium with a new approach. . . . There is nothing wrong with the techniques that have been used — it is only in the way they have been used ... I think the immediate solution [to solve the problems] is in the proper administration of the methods we know and are familiar with, f^believe that new research methods can and will be developed — but I do not think that we can afford to stand around and wait. We need something now to help our business carry on. The most important step at this time is to find a way to restore acceptance and confidence in all — or most of — the methods that have been used. We learned some lessons at Broadcast SUNNY'S REALLY COOKING More advertisers are spending more dollars on WSUN . . . than at any time in our 35 year history ONE OF THE NATION'S GREAT STATIONS WSUN 5 KW 620 KC Broadcasting 24 hours daily! TAMPA— ST. PETERSBURG Get all the facts from Natl. Rep: VENARD, TORBET & McCONNELL S. E. Rep: JAMES S. AYERS BROADCASTING. April 22. 1963 (OPEN MIKE) 19