We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
Tv allocation mcrry-go-round
Film merger complications
New RTES talks start this week
Products trade I.D. schedule
Campbell Soup spot buy
Vitapix sales staff in offing
REPORT TO SPONSORS tor 17 October 1955
(Continued from pmgo I
FCC session today (17 October) on l . :' de-intermixtui' jus may provide tip-off on what agency will do re allocation. Common talk is that extensive de-intermixture is not likely if vhf :v-j\.policy proves practical. One vhl' drop-in plan uluiitted by CHS on 7 October. Plan provides for dropping in 25 new "v's" in existing tv spectrum via mileage-power cuts with de-intermixture in 2 markel (Peoria, Madison) only. Second CBS plan would eliminate uhf if 3 more vhf channels could be obtained from government, military, fn bands. Latter plan assumes significance in light of FCC's exploring possibility of giving military 3-4 uhf channels in exchange for same number of vhf channels. ABC allocation plan, submitted same time as CBS', proposes saving uhf via extensive de-intermixture.
-SROn-and-off merger negotiations between Screen Gems, TPA have dragged so long that memo was distributed to TPA staff for guidance in answering questions. Memo expressed management's feeling that less said the better at present since no agreement has yet been hammered out. It also said that if 2 parties get together, merger could not take effect before first of year.
-SRAir advertising analysis frequently overlooks one of most basic factors in selling: markets. Markets is subject of first meeting of RTES timebuying and selling course, which starts tomorrow (18 October) in New York City's Old Brewhouse. Spsakers will be H. H. Dobberteen, v.p. and media director, Bryan Houston; Eugene Petterson, v. p., Nielsen food and drug division. This season's RTES Seminar is divided into 2 parts: 8 luncheons in October-December period on general subjects, 8 luncheons in January-February on specialized subjects.
-SRSaturation I.D. campaign for Maxwell House instant coffee (via Benton & Bowles) has multiple usefulness for General Foods. Same schedule is also used for Sanka (although in this case agency is Y&R) . With Maxwell House tonnage I.D.'s as well as I.D. campaign for Florida Citrus Commission, B&B is probably biggest user of nighttime tv I.D.'s.
-SRSpot radio campaign for Campbell Soup in 64 markets (via BBDO) asks stations to provide dividend of extra announcements in return for extreme flexibility in manner announcements may be scheduled. BBDO bought more than 15 announcements in each market but requires that only minimum of 15 weekly be used — sometime between 7 a.m. and 7 p.m. Request that stations provide dividend brought letter of protest to BBDO President Ben Duffy from John Pearson Co. salesman, William M. Wilson. BBDO official, commenting on campaign, expressed view it was unlikely to set precedents. "It's based on faith in stations and we doubt many will want to enter a voluntary arrangement of this type."
-SRWhile Vitapix, in wake of dissolution of exclusive ties with Guild Films, will probably set up own sales staff, fall is bad period in which to start selling. Station time is committed in most cases, so big sales push may not begin until next spring. Vitapix will not make another exclusive tie with a film firm, officials state.
17 OCTOBER 1955
125