Variety (April 1953)

Wednesday, April 22, 1953 Inside Staff-Radio a A big show biz push is behind the Greater New York Fund 1953 campaign, which begins April 27 with radio and tele stations through- put area ballyhooing the kickoff. For tele, Pathescope has produced “A Memo to All New Yorkers ” In 20-second and one-minute reels, and for film-houses a two-minute trailer to be shown at metropolitan area. A nine-minute cartoon by Transfilm, “The Perils of Fenwick ” also being edited for tele, while Campus Films Productions has released a 14-minute documentary film, “A Thought for Your Pennies” for TV. Many half-minute and one-minute celebrity recordings already have been cut by such stars as Bob Hope, Danny Kaye, Jackie Gleason Ed Sullivan. Trade showing of Fund’s theatre and TV films will be held at Avon Theatre tomorrow (23). Roger W. Clipp, general manager of the WFIL stations, Philadelphia has been named to the board of directors of the Chamber of Com- merce of the * United States, the first member of the broadcasting industry to serve on the board. Clipp is also business manager of TV Guide magazine. Clipp was elected as the representative of District 2, which com- prises the four-State area of New York, New Jersey, Pennsylvania and Delaware, succeeding George Whitwell, v. p. in charge of sal pc for the Philadelphia Electric Co. s s Mutual’s Sherman Dryer-produced “Search That Never Ends” will undergo a' change in format starting next Tuesday (28) under which the program will attempt to enlist support for health and welfare activities in local communities. Next 26 shows will feature guest experts in the fields of health and welfare who will trace gains made in those fields and offer specific programs for action at the local level. Dr. Louis I. Dublin, health and welfare consultant, will moderate, with material for the shows coming from the Institute of Life Insurance. Speculate on Hyde 1-Yr. Term bhmmowhhmmbmhhbhu Continued from page 23 -» missioners could not be deter- eludes three Democrats and one mined. Independent, it would appear that With the designation of Hyde as the status quo will be maintained chairman, the President announced until Walker is replaced, that he had accepted former chair- Following his appointment, Hyde man Paul A. Walker’s resignation scotched rumors that the Commis- which had been submitted five sion is considering a change in its weeks ago. However, as antici- priority system of processing TV pated, Walker will stay on as a applications which would put commissioner until his term ex- scheduling of contested cases in pires in June. The President is ex- one-station markets ahead of those pected to fill his place with a Re- in cities without TV service. While publican, giving the seven-member conceding that there has been agency a Republican majority pressure exerted on the agency, he (Hyde, Doerfer, George Sterling said “I can’t see the Commission and Walker’s successor) for the putting single station markets first time since it was established ahead of cities without service.” in 1934. The new chairman also empha- Despite the fact that the Com- sized the Commission’s policy re- mission now has a Republican garding channel reservations for chairman, it is doubtful that any educational TV. There is no “dead- major “shakeup” in agency per- line” on June 2 for filing applica- sonnel is imminent, although it is tions, he said. The so-called "one- likely that a few non-Civil Service year rule” merely means, he em- administrative aides will submit phasized, that no changes in the their resignations, as is customary allocation table, covering both with a change in Administration. commercial and noncommercial It is expected that Administra- channel, can he made until June 2. tion approaches will soon be made to Hyde to effect some changes but in view* of the present complex- ion of the Commission, which in- PSsajETY Vitalis Buys Mutual Baseball ‘Warmups’ Mutual this w r eek wrapped up its pre- and post-“Game of the Day” periods with sale of the pre- game five-minute warihup segment to BristoLMeyers, for Vitalis, through Doherty, Clifford, Steers I & Shenfield. Warmup period will : feature A1 Heifer, Post-game scoreboard had been sold some time ago to Camel cig- jgies, for six days, with Wheaties taking it on Sundays. B-M pact is for seven days a week. Games are sponsored by Falstaff Brewery for half the game, with remainder co- oped by the web. KADIO-YELEVISIOX Clients Cold To Summer TV Continued from page 23 summer, planning to give “Aldrich Family” the heave. Even in cases where clients stay on, plan is to ease through the sum- mer with as little a program coin rap as possible. Thus Lucky Strike plans to continue with the Sunday 7:30 period on CBS-TV, but via a playback of some Ann Sothern “Private Secretary” vidpix. Simi- larly, Philip Morris plans buying some “Racket Squad” pix to fill in for “I Love Lucy.” While the networks 1 point to~the inducement of added discounts through summer programming, the client still recognizes that, even w r ith a moderately-budgeted show, it still adds up to a $150,000 to $200,000 sponsorship rap for the summer. Today he hesitates about spending it. Columbus—Dan W. White, sales- man and new’seaster of WHOK, Lancaster, has been named mer- chandise manager of WBNS, re- placing A1 Schneider, w*ho went to WGRO, Bay City, Mich., as sales director. r ^ ■f *il|| 4 Reasons Why The foremost national and local advertisers use WEVD year after year to reach the vast Jewish Market i of Metropolitan New York 1. Top adult programming 2. Strong audience impact 3. Inherent listener loyalty 4 . Potential buying power Send for a copy of . •WHO’S WHO OH WEVD’ L Henry Greenfield, Man. Dir. * WEVD, 117-11? West 46th SI. A New York 36 CHIROPRACTIC FOR HEALTH BERT SHERYLL, D.G. Chiropractor 1639 Ireedway Circle 7-4431 Ceprtol Theatre Building Call for an New Yeik City Appefnftnont Vidpix Syndicators Continued from page 22 ■ around sales effort to his product. Kaufman readily admits that the straight distributors have a prob- lem. They’ve got large overheads and their straight 35^ deals call for a high volume of sales. But he challenges the premise that they can do a greater overall gross with many pix than the distrib with only . a couple of quality films who can i properly promote, sell and mer- chandise those films. The real an- swer to the problem, says Kauf- | man, is acquisition of a financial I interest in the films. Then, he j says, this distributor doesn't have | to worry about working on a mere 359c; his operation is changed from a “factory” type devoted to sell- ing as many different series as pos- sible to a highly specialized op- eration dealing in quality, films which he’s had a part in produc- ing and out of proper handling of which he can make a greater profit. Kaufman has done that with his “Liberace” and his other proper- ties. Among the vidpic series he’s dropped are “Call the Play,” “Hello Darling,” “Guild Theatre” and “Gallagher.” He sold his "Lash of the West” outright to ABC-TV, It’s noted that other distribs with a production-distribution setup, have been doing far better with | their own properties than with oth- ers. Ziv, for example, which pro- duces as well as distributes “Fa- vorite Story” and “Boston Blackie,” has shown far more success with those shows than with most of the others in its catalog. Kansas City—Univ. of Missouri has picked George Kapel, Worces- ter, Mass., as manager for its forth- coming! television station. Dunne M. Weise, Syracuse, N. Y„ has been picked to.b« chief engineer of the station. In Detroit, America’s 5th Market, this is the proved "suicess formula”: Take the overwhelming popularity and community acceptance of radio station WWJ. . . . plus the prestige and network pro- gramming of its NBC affiliation . Add the J ^-million Auto Radios, and the 2%-million Home Radios in the primary listening area ♦ A multitude of successful advertisers, during the past 32 years, have followed this formula for doing BIG business in a market with the largest income * per family of any major market in the U.S.A. Through WWJ, you reach more of those families in the middle income group and above, than other Detroit stations do... for less than the average cost- per-thousand-listeners for radio time in Detroit. The time to sell Detroit is now • • . the time to buy is • . . Associate Television Stotson WWJ TV WORLD’S FIRST RADIO STATION. Own erf enrf Operated by THt DETROIT NEWS • Nmtiann l tepresenflives: 1 Hi GEORGE K HOUiNCBfRT CO.