Television digest with electronics reports (Jan-Dec 1952)

Telecasting Notes: The edge, so far as “TV personality” goes, apparently is held by Gen. Eisenhower, though situation is fluid and can change still more. Both Pulse and Trendex surveys of Eisenhower’s Sept. 4 campaign opener from Philadelphia and Gov. Stevenson’s Sept. 5 from Denver rate former highest . . . Pulse gave Eisenhower an audience rating of 13.3 in N. Y., 13.6 in Chicago, 20.5 in Baltimore; Stevenson 8, 10.6 & 13.8 in same cities. Trendex 10-city check gave Eisenhower 23.9, Stevenson 6.4, though noted that former followed an extremely popular program . . . “TV strategy” is playing big part in campaign, with Democrats planning more “fireside chats” for their candidate, GOP preparing to release series of 20-sec. spot films in which Eisenhower replies to man-inthe-street questions; these will be concentrated mainly in 12 key states lost by Republicans in 1948 . . . GOP also has set of films for local campaigns, first 10-sec. occupied by Eisenhower, rest by local candidates; this is BBDO-Kudner project, with animations and jingles . . . This is the $2,000,000 TV-radio campaign about which there was so much newspaper talk this week, idea being conceived by Rosser Reeves, of Ted Bates agency; despite GOP denials, there’s plan to use TV-radio spots heavily as campaign approaches climax, depending on funds for purpose that can be raised by National Citizens for Eisenhower Committee . . . Stevenson has made some 1-min. & 15-min. films to be placed thru local Volunteers for Stevenson, and Democrats plan to continue documentary-type programs already tried . . . Ex-FCC chairman Paul Porter warned telecasters & broadcasters they may be forced to provide free program time for all major political candidates if they allow themselves to be dominated by “the party with the largest purse.” He cited proposals from Congressmen of both parties for such a move . . . 3-hour political telethon, despite unfavorable results in Wisconsin & Utah (Vol. 8:38), was undertaken Sept. 30 by Michael DiSalle, Ohio Democratic candidate for Senator, who answered studio audience and telephoned queries on WLWT, Cincinnati, which fed program locally to WCPO & WCPO-TV, and was picked up by WKRC-TV, other local station, for 30 min. to hour . . . Prospective TV licensees in the 2 Carolinas invited by 3year-old WBTV, Charlotte, to participate in TV Clinic at NetWork Accounts: Timebuying by political parties, with exception of some advance time options, is generally “played by ear” as campaign progresses — but this week the Democratic National Committee placed definite order for 9 half hours on DuMont Network of 64 stations, all 10:30-11 p.m., EST, Gov. Stevenson speaking from St. Louis, Oct. 9; Salt Lake City, Oct. 14; Los Angeles, Oct. 16; Cleveland, Oct. 23; Boston or Pittsburgh, Oct. 25; New York, Oct. 28; Pittsburgh or Boston, Oct. 30; Chicago, Nov. 1; windup, probably from Springfield, Nov. 3. Agency is Joseph Katz Co. . . . Lionel Corp. (electric trains) starts All Aboard Oct. 19 on CBS-TV, Sun. 12-15-12:30 p.m., thru Buchanan & Co. . . . Philip Morris starts My Little Margie Oct. 4 on NBC-TV, Sat. 7:30-8, thru Biow . . . LonginesWittnauer Watch Co. will sponsor annual Thanksgiving & Christmas Festivals on CBS-TV, 5-6, thru Victor A. Bennett . . . Plymouth will sponsor East-West Shrine football game Dec. 27 on DuMont, thru N. W. Ayer . . . F. W. Woolworth Co. (5 & 10 chain) sponsors Tournament of Roses New Year’s Day from Pasadena on NBC-TV, Thu. 12:301:30 p.m., thru Lynn Baker . . . Gillette will sponsor Orange Bowl football game from Miami Jan. 1 on CBS-TV, Thu., thru Maxon . . . Buick’s new show, taking Texaco Star Theatre period every fourth Tue. starting Oct. 7 on NBCTV, 8-9, is Buick Circus Hour, musical with Joe E. Brown . . . Serutan extends sponsorship of IAfe Begins at 80 on DuMont, Fri. 9-9:30, for 3 years thru Franklin Bruck Adv. CIO Political Action Committee sponsoring People’s Political Poll on 35 stations, thru Henry J. Kaufman Adv. 6 station Oct. 22-23; panels on all phases of station operation, rehearsals & telecasts of live shows, inspection of Spencer Mt. transmitter, will be followed by banquet to be addressed by FCC Chairman Walker . . . Following lead of WOR-TV in specialization to meet network competition (Vol. 8:39), Chicago Tribune’s WGN-TV will promote Monday as sports night — beginning Oct. 6 — with all-sponsored 3 hours of films & commentaries on football & boxing from 8 to 11 . . . “Think stuff” — once projected as Operation Frontal Lobe — holds its own at NBC-TV despite retrenchments, with half-hour filmed “sittings” by Robert Frost, Carl Sandburg and Frank Lloyd Wright definitely set and plans afoot to get Winston Churchill, Max Beerbohm, Bernard Berenson and other notables; reactions to initial show, a Bertrand Russell interview, were so good that sustaining interview series will be continued . . . Editorial announcing Louisville Courier-J ournal’ s endorsement of Stevenson read over newspaper’s own station WHAS-TV night before publication Sept. 25 by president Barry Bingham, who then answered 69 questions phoned in by viewing audience; Bingham, incidentally, was naval aide on Eisenhower’s London staff during war . . . National Catholic Welfare Conference News Service, Washington, offering weekly 15-min. news-script for use by TV & radio stations . . . N. Y. Philharmonic signed for CBS-Radio sponsorship by Willys-Overland in big $1,000,000 time-&talent deal this week; 28 Sun. 2:30-4 p.m. broadcasts scheduled starting Oct. 19, thru Ewell & Thurber . . . NBC Washington completes moving of offices and studios (including v.p. Frank Russell headquarters) and integration of all WNBW & WRC operations, at Wardman Park Hotel as of Oct. 15; new phone no. is Adams 5400 . . . WXEL, Cleveland, which also takes DuMont and some CBS programs, announced by ABC-TV this week as a primary affiliate . . . CBS-TV’s giant new “Television City” in Hollywood observed its first origination Oct. 3 — My Friend Irma, 8:30-9 p.m.; NBC-TV’s new Hollywood studios open Oct. 4 with All-Star Revieiv . . . Oct. 1 rate increases: WJIM-TV, Lansing, raised Class A hour rate from $475 to $525, onemin. from $75 to $100; WJAR-TV, Providence, from $750 to $850 and $115 to $135; WSAZ-TV, Huntington, from $360 to $400 and $72 to $84. Siaiion Accounts: Princeton Film Center reports filming of TV commercials for Stanley Works (home power tools), thru Horton Noyes Co., Providence; Black & Decker Mfg. Co. (electric tools), thru Van Sant, Dugdale, Baltimore; Blue Cross, thru Gray & Rogers; Royal Bedding Co. First 2 placing The Handyman series, with Norman Brokenshire . . . Tea Council’s fall & winter ad budget will be devoted exclusively to TV, following test survey in Syracuse; 20-week spot schedule begins Nov. 3 thru Leo Burnett Co. in N. Y., Chicago, Los Angeles, Philadelphia, Detroit, Pittsburgh, Boston, Washington, Baltimore, Providence . . . Pacific Borax’s new 30-min. films, Death Valleys Days, now being placed in nearly all TV markets for 52 weeks, thru McCann-Erickson, reputed to be costing advertiser $2,750,000 for time, talent & production . . . Miller Brewing Co. (High Life Beer) now placing March of Time Through the Years in 45 markets, including new CBC outlets in Toronto and Montreal, thru Matthisson Adv., Milwaukee . . . Among other advertisers reported using or preparing to use TV: Southern California Gas Co., thru McCann-Erickson, Los Angeles; La wry Products Inc. (seasoned salt & garlic spread), thru California Adv., Los Angeles; Procter & Gamble (Pert home permanent), thru Biow Co., N. Y.; Dawson’s Brewery Inc., thru Bresnick Co., Boston; Croton Watch Co., thru Doyle Dane Bernbach, N. Y.; Maple Island Inc. (Maple Island dry milk), thru Olmstead & Foley Adv., Minneapolis; Saladmaster Sales Inc. (kitchen tools), thru Ted Workman Adv., Dallas; Flako Products Corp. (Flakorn pancake mix), thru H. B. LeQuatte Inc., N. Y.