Television digest with electronics reports (Jan-Dec 1957)

iucTRONtcs Reports WYATT BUILDING WASHINGTON 5, D. C. • TELEPHONE STERLING 3-1755 hsl I Index to 1957 NEWSLETTERS and Supplements index to Television Digest, 1957: Volume 13 References are grouped into three major categories: General (pages 1-9), Manufacturers & Merchandisers (pages 9-10), Supplements (page 1). Index attempts to cover only items considered to be of more than passing interest. Reference numbers following each item designate issue and page of Newsletter in which item appeared. General ADVERTISING House resolution to investigate "false” advertising, 2 :3 Panama viewers protest cut of commercials, 2 :6 fire underwriters test spots, 2 :9 TvB 1957 forecast, 2:10 “lion’s share” of national advertising ultimately to TV. says ‘Advertising Age’, 3 :14 overcommercilization complaints not heavy, AAAA reports, 4 :8 Publishers Information Bureau reports on network billings, 4:14, 7:14, 12:16, 14:9. 17:11, 22 :12, 26 :14, 31 :14, 36 :12, 40 :14, 45 :14, 50 :14 Rorabaugh Reports on TV spot, 5 :8, 46 :8 WBNS-TV, Columbus, O. buys spots in N.YJ to reach time buyers, 5 :10 admen die younger, says ‘Advertising Age’, 5 :16 ‘Printers‘ Ink’ figures, 6:3. 27:14, 33:8, 35:3, 43:16, 52:9 spot expenditures compiled by TvB, 7 :4, 8 :6, 12:6, 14:8, 21:3, 32:12 best 1956 campaign chosen by ‘Tide’ panel, 7 :6 “bait” advertising charged American TV Inc. & deForest-Sanabria Corp. by FTC, 7:12, 8:9 deceptive advertising check by FTC-FCC, 8 :12, 10:4, 19:11, 20:1, 21:6 & 14, 44:3 ten top agencies of 1956, 9 :9 agency executives salary surveyed by ‘Printers’ Ink’, 10 :4 contests for station promotion mgrs., denounced by WBC’s David Partridge. 10 :4 European agencies foim Continental Adv. & Marketing Agencies, N.Y., 10:9 "TC probe of questionable TV commercials, 12:5, 13:3, 14:6, 15:4 lower TV costs needed, says Young & Rubicam pres. Sigurd Larmon, 12:10 ‘Life’ raises rates. 12 :16, 31 :6 top 100 advertisers, 13 :6, 24 :9 networks promotion expenditures, 14 :9 NARTB monitors commercials, 16 :6 ‘Saturday Review’ advertising awards, 15 :14 overcommercialization warning in ‘Advertising Age’, 16 :7 Britain blocks further U.S. agency branches, reports London’s ‘World Press News’, 16 :8 TV credited with 1500% increase in upholstery dept, by Gimbel’s, Philadelphia, 16 :8 5-10% increase in volume this year, says AAAA pres. Frederick R. Gamble. 17 :5 1966 ID expenditures $46,806,000, 18 :8 public wants advertising, says Grey Adv., 18 :9 reclassification of TV time needed, says ‘Advertising Age’, 19 :6 auto makers returning to TV, 19 :7, 26 :9, 39 :5 magazines pricing selves out of competitive market. says J. Walter Thompson exec., 19:12 Schick suit against Sperry Rand for "misleading” commercial, 20 :2. 21 :6 National Better Business Bureau writes 100 TV appliance mfrs. on “misleading” prices, 20:10 AAAA officers, 21 :5 new Pulse technique for measuring TV, radio & newspaper advertising, 21 :6 no viewer on 16% of sets in operation during afternoon in N.Y., reports Pulse, 22:8 Pulse adds individual market ratings, 22 :8 6% cost increase for all media over 1956, says ‘Printers’ Ink’, 23 :14 AFA. 24 :5, 37:6, 62:6 international TV-radio advertising, 24:6 theatremen endorse TV advertising. 24 :9 cost of network shows up 128% in 6 years, homes up only '78%, says ‘Sponsor’, 24 :9 sponsors told to insist on single price for time&-talent packages in ‘Advertising Age’ editorial. 26 :7 radio leads in national advertising gain, says ’Printers’ Ink’, 26:7, 38:12 “participating” commercials well within code time limits, N.^RTB finds, 26:8 NARTB TV circulation measurement plans, 26 :12 TV attack by Chrysler of Canada, 26 :9, 48 :6 “slim look” TV set campaigns, 26 :11 “bait” advertising outlawed in Ohio, 28 :4 joint sponsorships outnumbers single sponsors, says ‘Sponsor’, 28 :7 agency profits down, says ‘Printers’ Ink’, 28:14 Pat Weaver retained by Kaiser, 29 :6 F'TC terms toiletry commercials “misleading,” 29:14, 31:3, 36:12, 44:2 ‘Reader’s Digest’ dropped by BBDO, 29 :14 viewers recall of spot ads is low, says Bureau of Advertising, 29 :14 prevalence of “soft sell,” 29 :14 Jack Gould’s article on “softest” demand yet for TV time, 30 :2, 31 :7, 33 :8 advertising “millionaires,” 30 :11 dept, stores use TV for “prestige,” 31 :7 TV role in building mass consumption demands reviewed by Robert SarnofF, 32 :5 Schick prohibited from misrepresenting “free” home trial of razors by PTC order, 32:12, 40:6 shorter than 62-weck contracts signed with networks, 33 :8 Rolaids “misrepresents” says FTC, 33 :8, 40 :4 100 top advertisers and expenditures by media, reported by ‘Advertising Age’, 34 :3 $10.2 billion advertising in 1967 predicted by ‘Printers’ Ink’, 34 :4 network changes require fresh TV appraisal by spot buyers, says Ed Petry, 34 :8 liquor ads should be kept off TV. says National Distillers, 35 :12 advertising game losing “glamour” says John McCarthy in ‘Harper’s’, 36 :12 auto advertising on TV favored by dealers and clients, NBC survey finds, 37 :5 adless Academy Awards telecast, movie producers buy time, 37 :8 “subliminal projection,” 37:14, 46:1, 46:9, 47:2, 48:14, 49:9, 60:4, 61:9, 52:4 rising costs of talent & programs threaten TV, says Reynolds Tobacco. 39 :8 spot advertisers get “awareness” sampling of effectiveness from KTWO-TV, Casper, 41:8 cigarettes harmful, says FTC, 41 :14 promotion hookup of networks with supermarkets illegal, says FTC, 43 :8, 44 :3 bait advertising charge against Universal Sewing Service by FTC. 43 :8 salary range paid by western agencies, 43 :8 “truthful” adv. drive of AFA & FTC, 43 :8 Schick sued for use of “cotton test” ad by former agency, 43 :8 Japan filming commercials for U.S. sound, 43:10 commercials average 90 sec. of viewing hour, reports ‘Advertising Age’, 43 :16 audience measurements may be superior to newspaper sworn-circulation, says NBC’s Beville, 43:16 ‘Broadcasting’ endorses liquor advertising. 44 :4 Frey report on agency practices, 44 :9 tax on advertising. 46 :6, 46 :8, 47 :4, 48 :3, 49 :10, 60:6, 61:16, 62:14 Piel’s “Bert & Harry” injunction suits, 45 :6 ; Piel sales up, 48 :6 Directories Semi-Annual TV Factbooks (Spring-Summer and Fall-Winter) with weekly Addenda reporting current FCC grants, applications, new stations on air, etc. Annual AM-FM Directory of Jan. 1 ; with weekly Addenda reporting current FCC decisions, applications, etc. Listings of all AM-FM stations by states and frequencies, all applications by states and frequencies, call letter lists, etc. (Includes other North American stations.) Special Supplements and Reports Proposal to Abandon TV Allocations Table. Full text of FCC proposal, with concurring statement by Comr. Mack, dissenting statement by Comr. Hyde, Bartley & Lee dissenting. (Vol. 13:17). Financial Data on Television-Electronics Companies. Statistical summaries of reports of leading publicly-owned companies. Prepared by Edgar N. Greenebaum Jr., financial consultant in electronics. Compiled as of May 1, 1967. (Vol. 13:18). practice of blaming ratings when shows are dropped decried by Pulse and Hooper, 46 :T Edsel results from Crosby-Sinatra show, 46 :8 TV seen as pump-primer of national economy by Wrede Petersmeyer, 47 :1 “fantastic” impact of TV recounted by N.Y. drug & toiletry concession operator, 47 :5 77% of TV audience stops viewing between programs, reports Burke Market Research, 47 :5 new TV-radio billings report, by PIB publisher and BAR. 46:14, 48:6 TV saturation by 1966, says John O. Young. 48:6 “more for same money” demand by advertisers in 1968, ‘Tide’ finds, 48 :6 top 10 'TV-radio agencies, per ‘Broadcasting’, 48:7 announcers for corporate marketing & public relations, 48 :7 FTC charges Rad-Tel sold “reject” radio tubes as first quality, 49:13 top 60 TV-radio agencies, per ‘Sponsor’, 49:16 employment totals, ‘Printers’ Ink’ report, 49 :16 ARB’s “Arbitron” instantaneous rating system, 60:1, 61:16 Kolynos toothpaste drops Grey Adv. after Fatt ’TV interview, 50 :6 Buick drops Kndner, 51 :6 WGN-’TV movie commercials, 61 :6 $11 billion volume in 1968, predicts ‘Printers’ Ink’ publisher. 61 :16 viewing and advertising above 1956, says NAR’TB, 62 :8 higher 1968 budgets forecast by 70% of top agencies, 62 :9 ALLOCATIONS Craven proposal, 1:3, 8:2, 12:4, 17:1, 21:7, 22:2, 23 :7, 24 :7, 26 :5 26 :7 37 :3 41 :3 WINT shifts to Ft. Wayne, 1 :4, 2 :7, 12 :8 FCC deintermixture decision, 3:1, 6:2, 8:2, 9:2, 11:8, 12:4, 13:4, 14:7 TASO, all industry allocations study group, 4 :9, 5:7, 10:9, 16:4, 16:14, 17:6, 20:2, 29:7, 80:9, 32:3, 36:7, 39 :6, 62:7 FCC study on 890 me and up, 6:8, 25:12, 28:14, 29 *8 “UHF Preserve” in Pa.-N.Y., 8 :2 WKST-TV moves from New Castle to Youngstown, 8 :4 WRGB, Schenectady nhf shift proposed, 9 :2, 20 :8 Senate ad hoc committee, 9 :3, 11 :4, 13 :14 Senate TV investigation. 10 :1 House Commerce Committee hearing, 10 :2, 11 :4 New Haven-Providence shift, 12 :4 reports of military seeking Ch. 2-6, 14 :1, 16 :1, 22:7, 44:1 FCC study of 26-890 me, 14 :3, 16 :4, 32 :3, 46 :6, 48:1, 61:9 Assn, of Maximum Service Telecasters, 16 :4, 20:2, 36:14, 42:7, 48:9 FCC Request for Specific Proposals for Pay-TV Tests. Inviting comments from interested parties on major questions regarding projected m^es of operation (Vol. 13:21). FCC Staff Report on Network Broadcasting. Summary and recommendations of report by Network Study Group headed by Roscoe L. Barrow. (Vol. 13:40). Bound Copies Available Complete sets of the 1967 Television Digest Newsletters, along with the two 1957 TV Factbooks, Addenda and all Supplements, can be permanently bound between embossed hard covers and be made available on order at $25 per volume. Supplements and Special Reports Published During 1957 References are to issues of Television Digest with articles pertaining to documents 1