Variety (April 1953)

46 KADIO-TEIJK VISION Wednesday, April IS, 1953 From the Production .Centres . Continued from page 40- Spring gala at the Phifty Zoological Gardens , . * .Lee^ Allen, KYW sports authority, guested on “Henry .Morgan Show (13)'for speeial baseball quiz. Allen Is author of “100 Years of Baseball ^. . . J«ch Mahoney (better known as TV’s Range Rider) was gjiest of honor at cocktail party in Penn Sheraton (10) in promotion for rodeo he li , bring to Arena, April 22 . . .Pat Stanton, owner'of station WJMJ, for the same period exceeded figures for a comparable .period last' has filed application with the FCC for local UHF television channel 17. year by 60% . • • Howard Miller, Windy City deejay, xvillemcee a *», . CHliVrTniV 55-minute record show with name guest slot inserts for W.MAQ. De- IN WASHINtrlUlS » • • Met Pontiac will bankroll . . . Captain Stubby and'the Buccaneers, Esther Van Wagoner Tufty, “The Duchess” of NBC-TVs “Ask Wash- WLS instrumentalists, joined iennis Morgan, Van Heflin, a|d €on- ^ h as moved . from the sec0 nd oldest house in historic Alexan- nie Russell in Milwaukee Monday (13) for Hollywood preem festivities, .• * y a to a new one built on the original Mount Vernon tract along all proceeds to the Cancer-Fund . . . Bill O’Connor, freelance deejay. Kt"® ” Indie station WOL’s reorganisation completed past picked up 16 new quarter-hour shows at WCFL and WJJD bank- week with lowing lineup of new appointees: Georg© Campbell, rolled by Chicago Engineers for Television. This gives assistant to manager Georg© A* Bernstein, proBr* 1 ** director; Ed spinner a total of 96 quarter-hours . . . Betty Rom, assistant public Carles, director of local sales; Earl Wood, publicity head; Jerry Theo- spm er . — . — — - —... .. S^coimt executive. . Opening day at Glen Echo, local amuse- ment park, promoted as WMAL-ABC TV.Easter Party, with personalities plugged during day of record breaking b.o. . . . Bpb Keej, WRC-NBC’s “Timekeeper,” named emcee for next Saturday s (18) Crab Apple Blossom Festival in suburban Anacostia . .. . Robert C, Riohards, ex Of the Times Herald staff, bas become a dales staffer at WMAL . . . Screen star Farley Granger visited Bdb Bests Celebrity Corner” on WASH-FM past week. ■ ■ . ■ ■■ ■ ' ——— affairs and education topper for NBC,-to New York as guest speaker for the National Federation of Music Clubs IN* BOSTON ... Saturation radio and T.V campaign preceding reissuing of Metro's “Trader Horn” in local theatres is being carried by WNAC and WNAC-TV . . , Jack Losing has been inked to handle deejay chores for new American Airlines midnight to dawn program' over WEEI . . . WCOP has been chosen as official station -for New England Home Show at Mechanics Building from April 18 to 26, All of station’s regularly skedded programs between 4 and 10 p.m. will • emanate from the Home Show . . . Su© Bennett has taken over as vocalist'on Carl Moore’s “Beantown Varieties” aired each morning over WEEI . Mary Lou Steeves, WHDH publicity department, has .resigned . . . WCOP’s “Hayloft Jamboree” .conducted by Nelson Bragg, has been inked as feature of Boston Post Music Festival set for Boston Garden, May 1. Station is also headquarters for semi-finals of au- ditions for Festival . . . WHDH carrying plenty- of sports coverage currently with all Red Sox games and Bruin’s hockey team Stanley Cup playoffs being aired . . . Lawrennf Q. Lawrence, WCOP deejay for past couple of years, has ankled the station . . . J. W. Johnson and J. N. Johansoii have joined the WEEI engineering staff. Johnson replaces Kllboum© Culley, who has resigned to enter another busi- ness while Johanson will handle dials on, American Airlines late night show . . . WLAW has Inaugurated a new program tabbed Concert Auditions to screen operatic hopefuls in the area. Banks Put Faith (& Cash) in TV Local banks, which have. been supplying a goodly portion of tele- vision revenues of late, can be ex- pected to increase their use of the medium due to exchange of in- formation among the institutions on effects of TV advertising.* Ex- change is taking place through personal correspondence among banking executives and through IN MINNEAPOLIS Gov. H. E. Anderson’s second report on legislative developments in organs of banking -organizations, a radio speech was carried by 46 N Minnesot'a stations, including WCCO Latest big push given to bank and WTCN of Minneapolis, and was rebroadcast the next night by six- bankrolling on tele is an article In Dam on TV Grants Continued from pace 7B a more ... With Interest high hereabouts in Milwaukee’s ascent to major league baseball and a local movement afoot to try to bring it eventually to the Twin Cities, WCCO radio gave Northwest listeners an on-the-spot word picture of the Braves’ first arrival in the Wisconsin metropolis. WCCO news bureau made arrangements with the WEMP, Milwaukee, sports department head to feed a-Special color the March issue of “Bulletin,” offi- cial. publication of. the Financial Public Relations Assn. Piece, writ- ten by Harry E. Petersen, junior v.p. of the Citizen* National Trust and Savings Bank, in Los Angeles, report for use in WCCO’s 5:15 p.m. news brbadcast. Another special j points out dele’s advantage over eyewitness report of the team’s arrival in Milwaukee and the parade that followed also was included, in the 6:05 p.m. “Sports: Edition” show here . . . Jim Bormann, WCCO radio news director and public affairs expert, addressed the Iowa Radio-Television News Editors’ Assn, meet- ing in Ames, la., on “The .Effect of One Mass Media on the Other” other medlar in telling the banks’ message. Petersen points out that teievi-. slon’s effective cost per thousand is lower than other media. He points Bob Burnham, KSTP announcer-disk jockey, has new 11.30 p.m.—1 a.m. that newspapers measure cost sV>/\nF of T)on/T /%rv^ ^ .. « ■ m disk show, “Rhythm at Random. ■n. IN CLEVELAND . . . United Broadcasting Co. honored Harry Hoesly, WHKC sales man- ager, for 25 years service at WHK-WHKC 12th annual party . . . Chris Gordon/ freelance - ' model-disker, convalescing in Huron Road Hospital . . .. Mildred Me Gloria - doing their WTAM; women’s khow from Floor Covering Club's April Carpet Bazaar . .; Joe Bovii, former WTAM-WNBK .program director, taking Mannion role in Prwjy Thea- tre’s “Mister Roberts” . . . John D. 'Kelly named WSRS station man- ager . . . ABC’s Lee R. Adams in WJW stopoff . . . Lee Sullivan and - .. . . . - Betty Ott picked up Acme Store half-hour 5 p,m. Tuesday-Thiirsday penetration superiority of a tele- WxSel song and chatter contract . . , NBC's Norman Cloutier’s song v * s i° n _ I “Best Location in the' Nation” is being mulled as possible official tune for many local civic and sporting events . . . Alan Sojathmayd, formerly WNBK now film editor WFMJ . . . Gil Maas, ohe-time Nancy Dixon, is society editor for Cleveland Heights Sun . . /Bob Horan, ex-APer from Huntington now WTAM-WNBK news writer . . . Sydney Andom,* WXEL’s “Mali About Town” doing suburban news- paper gossip column. per thousand by • circulation, and the advertiser, while knowing how many people read the paper, does- n’t know how many , read the ad. In tele, hew says, , despite an osten- sibly higher cost, ratings aire based on “actual listeners—people you know received your message/’ He points up tele’s advantage over radio by its -picture penetra- tion, • declaring that “the relative that the trial examiners are allow ing the opposing attorneys to put into evidence “everything but the kitchen sink.” In one case, 'he asserted, days were spent on testimony on the number of janitors to be employed by a prospective TV operator. In another, valuable time was con- sumed on testimony on the opera- tion of an elevator. In still an- other, he said, the record was clut- tered with “Jong hassles” on what programs would be broadcast Mon- day afternoons. ^ Aside from slowness of. hearings, contested TV cases are being held up because of a shortage of hearing examiners. The House Appropria- ions Committee has shown inter- est in supplying the FCC with suf- ficient funds to enable its staff to clean up a backlog of 550 contested applications: within a year. With ts present staff, FCC chairman Paul A. Walker told the Commit- ee, it may take five years to do the job. In a few cities applicants, are solving the problem by merging their interests or joining in chan- nel-sharing arrangements. How- ever, in the one-station markets there are usually three or more applicants for each unassigned VHF channel, and the possibility of mergers appears unlikely as of now. sage or a newspaper message has been variously estimated by ex- perts as ranging between 10 and 20 times.” In his ’ own case, Petersen dis- closed, Citizens National Trust tried a giveaway, a free disic by Liberace, whose program the bank sponsors in L.A. Record, “custom cut” for the bank, was offered to those starting an account of $10 or more. Response was such, he IN PHILADELPHIA ... Joni James, current at Latin Casino, received WIP’s showmanship award (11) in poll which selected her. as year’s top .femme singer . , : Steve Allison, late night (deejay at WPEN, is taking over Alan Scott’s disclosed, that the average new ac- cross-the-board early evening show at WCAU-TV , *. . Len- Stevens, count was $200, and the bank ac production manager of WHAT, given cocktail party at station (7) on eve of induction into Army . . . Jules Rind, program director of WPEN hospitalized . . . Marvin Rayfield, WFIL staffer, has been named special events reporter, assisting Charles Harrison, director of news and special events at the Inquirer stations . . . Phil Sheridan, WFIL wakeup disk jockey, will host ‘’May Day at the'Zoo” traditional Selling Allentown, Bethlehem, Easton WLEV-TV « Bethlehem, Pa. quired over $400,000 in new initial deposits. Petersen declares that the tailor- made show is best for a bank be- cause the entertainer ban integrate the advertising message. However, packages provide good material fdr banks also, he says. He warns how- ever, against slick, sharp commer- cials. Bank commercials should have a “homey, honest, respect- able, dignified aura which must of necessity surround our profession.” He warns against picking the wrong type of entertainment, fav- oring musical -or educational types He warns against sponsorship o: mysteries-^'Were we sponsoring a murder mystery, the bank would hardly gain stature. It would be like dressing our tellers like the James boys, and still expecting to inspire confidence in the cus tomer.” fttpjvMoforf by ROBERT MEEKER Associates New Yerk Chicese let Angeles Sen Frenetic© Colgate’s *Tello Test’ Colgate has pacted for five par ticipations a week on WOR, N. Y. on station’s “Tello Test.” It’s the first national advertiser to come in on the station’s druggist merchan- dising campaign. WOR has a joint campaign mapped with the Pharmaceutics Assn. Of Greater New York, under which it devotes the cross-the board quizzer to announcements hailing the drugstores. Stores willi now tie in with point of sale mate-1 rial'for Colgate. ' I ‘JaudiDudi’ ♦ Continued from pare 29 moros and Tijuana. Within six weeks show expects to debut in Do- fiic minican Republic and negotiations are now proceeding to kickoff the first day of operation of new com- mercial TV outlet in Venezuela this spring. Producers see a po tential of 30 to 40 outlets south of the Rio Grande within five years. Show has been completely changed over for Latin American kids, with N new puppets and new live characters injected through out. Producers have obviously leaned over backwards to write and produce a series only suggest- ed by, but not copied from the U. S. version. Heavy newspaper ad campaign, with bigger budget than any here- Spade* Wants to Be ‘Christa!’ Clear as To Why He Left CBS Radio Detroit. Editor , Variety; When John Crosby recently wrote an article stating, “Network Radio Was Not Dead But Dying.” he received few letters of protest from the broadcasting Industry. When Variety published my let- ter of resignation [as head of CBS Radio sales in Detroit] many of my friends accused me* of being anti- network, as well' as hurting all ra- dio and kicking CBS In the face. Of course, all this confusion stems from not knowing nil the facts. . When one is associated with a great organization like CBS for eight years one observes and learns a great deal about all the networks and their methods of doing busi- ness, .... ** Rate cutting, special deals, and the undermining of radio by some hetworks - (not CBS) have placed the radib networks in a weakened position with other media. 4That is why my letter stated the future of network radio becomes uncertain. As for the second paragraph where the statement, “it is hopeless for one individual to carry the torch’alone for network radio un- der insurmountable odds” appears, the reference is made to compli- cated conditions brought forth by competitive networks, and some, spot station representatives. When one goes to a client with an at- tractive program idea under pub- lished card rate* and then returns to the client a few days later with the same package at a lower rate due to a favorable discount allow- ance, the advertiser questions the value 'of the offer and wants to know the reasons for the change in rates. Such practices have given the opposing media salesmen the weap- on to whip network radio; “If it’s so good, why are they offering special rates or discounts?” That is what is meant by insurmountable odds. Is it bad business ethics for a man to pour out the feelings of his soul if it can help put radio on the track or to join an organization that is devoting itself exclusively to radio where a definite and posi- tive philosophy of stability and value can be the backbone for bringing sanity back to radio? , The-Henry Christal organization and all other station representa- tives and radio stations can only prosper;as long as networks pros- per. We all have to work together for preserving a great medium, or deteriorate. *« Hope this explanation is Christal clear to all those who felt my letter was a tglow below the belt. It was never intended that way. Joe Spadea, tofore allocated to any Mexican TV production, accompanied first week of presentation. Nut was borne by producers as expression of good- will to sponsors, who got healthy plugs in paid copy, which was slanted at “good healthy fun” for Mexican children, taking advantage of recent pans from press and gov- ernment sources involving Mex moppets over-exposure to wrestling and other forms of mayhem. " ■' " ■■■* the WDE 1 -TV Wilmington, Delaware market WDEL AM TV FM W i I m i n a * o " 0 o I O *s 0 • I I 4 I I h»« I I Delaware/with higheitt per capita income of any state, is the he'art of this market which also includes parts of New Jersey, Maryland and Pennsyl- vania. Buy WDEL-TV_for an, audience that buys* [A Sttlhman Station. Rep risen ted by M E E K*E R Nsw VerK Chlcag* ,Ui O