Variety (August 1956)

Wednesday, August 22, 1956 USSlWrr HADIO-TEIJE VISION 27 TV’S ‘YOU CAN’T SEE IT NOW’ ‘Who Called That Carpenter a Writer?’ Hollywood, Aug. 21. Don’t encourage writers—discourage them—lots of ’em would be better off as carpenters. That’s the advice of Cornwell Jackson, coast veepee of J. Walter Thompson agency which reads many scripts for its tv shows, the exec opining “more time is wasted in encouraging people who don’t really have talent for writing. Jackson avers too much .hub¬ bub is made of “encouraging” the writer, uppointing that the market today is one in which the writer was never more in demand. Jackson, whose agency daily receives many scripts for “Lux Video Theatre” and other shows, admitted he was once a writer and quit “because I have the most beautiful collection of rejection slips you ever read.” Lot of would-be writers today are “encour¬ aged by their classmates and cellmates, but they would be better off as carpenters,” he asserted. “The guy who really wants to write can let writing be a by¬ product. It’s a great mistake when everybody with a pencil shar¬ pener thinks they can write. Most people who think they can write don't understand the craft. Everybody who has written a letter thinks they can write. I think writing and acting are the two most difficult crafts. The greatest kindness is to give would-be writers out-and-out criticism. It’s hard to do it since they have taken time and effort, but there is no point in. kidding them about it. There is too much encouragement for writers these days. “It’s ridiculous, too, to say only name writers can sell. As a matter of fact, the names strike out as well as those without names. We get scripts from everybody and we judge them solely on their merit. If a man thinks he can write, then let him try it, but don’t coddle him. It’s too tough a business, and you just harm him by coddling. If the writer can’t sell then let him take another job, do mankind some good, and just write on the side. If what he writes is good, he’ll sell. I have never encouraged anyone whom I didn’t feel had ability,” concluded Jackson. Neatest TV Trick of the Week: Sinatra-Sullivan Peace-Pipe Bit Robert M. Wetiman’s talent re-4- lations, dating back to his long¬ time managing directorship of the Broadway Paramount which created much contemporaneous show biz lore in the realm of “live” entertainment, again figured in the Frank Sinatra-Ed Sullivan peace- pipe bit. Weitman, now CBS pro¬ gram veepee, at first had suggested that “it would be a real smart thing” on his (Sinatra’s) past Sun¬ day (19) night Steve Allen-NBC show to wish the competitive Sul¬ livan a gallant “get well.” (This was after Sinatra also agreed that he would phone the ailing N.Y'. Daily News columnist and star of the CBS-TVer and wish him well». Thereafter it snowballed, under Sinatra’s own volition when Weit¬ man suggested the singer could write himself a little personal show biz history by doing a double-fea¬ ture on two competitive networks, in the two top concurrent variety shows, on the same night, and with¬ in the same hour. This caught fire and Sinatra, with full awareness he would be on a bicycle among (Continued on page 43) ‘Bandstand,’ Designed For Radio, May Prove To Be a TV Sleeper While NBC came up with .its “NBC Bandstand” effort a couple of months ago primarily in an ef¬ fort to salvage its morning radio schedule, it may have developed a sleeper on the tv side. While the show’s effectiveness in radio is yet to be determined, the ftalf- hour 10:30 to 11 a.m. simulcast version has been cutting Arthur Godfrey’s lead over NBC-TV in the morning time period. Trendex studies showed God¬ frey’s July (2-6) Trendex at a 6.0, far ahead of NBC’s 1.6 with Ernie Kovacs at the time. But a special Trendex for July 30-Aug. 3, the week “Bandstand” preemed, showed NBC up to 2.3 and Godfrey and CBS down to a 4.7. Latest Trendex, covering Aug. 6 to 10, shews “Bandstand.”_up. further, with a 3.1, and Godfrey still sliding with a 4.3. Since the “Bandstand” preem, NBC states, Godfrey’s share of audience has slumped by 30%. Just to kick the Godfrey gong around still further, NBC has hooked Frank Parker for “Band¬ stand” for a two-week stand start¬ ing next Monday (27). Tenor, of course, is one of the old Godfrey gang who got a polite bounce a couple of months ago when God¬ frey refused to renew his contract. Sinatra Beats Sinatra It was a crazy, mixed up Sunday evening in the Steve Allen-Ed Sullivan battle over the weekend, what with Frank Sinatra shuttling between the two shows and even appearing on ABC’s “Famous Film Festi¬ val” to insure impartiality. It must have been just that neu¬ trality that kept tthe overnight Trendex ratings running at par, since the Sullivan segment, emceed by Red Skelton, again wound up with a sizeable lead over Allen. Skelton pulled down a 20.9 rating and a 52.7% share, com¬ pared with Allen’s 13.7 and 36% share. “Famous Film” ran last with 4.1 and a 10.3% share. NBC-TV‘Matinee’ Sponsor Windfall —But With an If Hudson Pulp & Paper Co., which recently switched from the defunct Biow agency to Norman, Craig & Kummel, is mapping a $4,500,000 daytime television spread via the sponsorship of, a five-days-weekly quarter-hour on “Matinee” under a 52-week deal. It’s by no means certain that such a deal will go through, however, since it’s all conditional on NBC- TV finding a bankroller to take over cosponsorship in non-Hud¬ son distribution areas. Hudson’s dish’ibution setup cov¬ ers about 70% of NBC’s basic must-buy lineup, which.means the network must come up with a sponsor for that remaining 30% or let the deal go by.the boards. At the rate of $900,000 per quarter- hour on an annual basis, a cross- the-board buy comes to $4,500,- 000, a sum NBC isn’t apt to let go so quickly. Such a deal would more than get “Matinee” off the hook, and would take the pressure off the sales force in that it would provide for fewer participation sales, always a tough proposition. Deal would mark the first seg¬ mented sponsorship of the show, in contrast to the participaton setup that’s obtained all along. HE PIT ON ICE This is the time of the year when the tv networks, virtually SRO on nighttime availabilities, take stock of their programming inventories and, much to their chagrin, find that they’ve got mil¬ lions of dollars tied up in proper¬ ties that won’t even get on the air. At least not for the first 13 or 26 weeks. But since disappointments and cancellations are inevitable, the webs can’t afford to relax their j vigilance in stocking their shelves 1 with potentially promising vehicles J in prepping for the day when j time again opens up. j Take the case of CBS-TV, for j example. With only an alternate- | week hour of “Playhouse 90’.’ | open in its entire nighttime roster, j the network finds itself with at ’ least a half dozen properties (rep¬ resenting to date an outlay of several million dollars) which they are obliged to put on ice for the simple reason that, even if spon¬ sors wanted them, there’s no prime time in which to slot them. CBS poured a barrel of dough into its acquisition of the UPA product ("Mr. McBoing Boing”), with additional coin going into a revamping of the operation as a tv entity, but nowhere on the ’56- '57 schedule does it show up. Yet having invaded the cartoonery field on such a large scale, the network is siphoning more and more promising “things to come” when sponsors and agencies start reappraising their program wares and decide on a change. CBS plunked down $500,000 to grab off the rights and half-own¬ ership stake in studio facilities in connection with its projected “Perry Mason” full hour film series, his was designed as a ma¬ jor offering for the upcoming sea¬ son. But, like UPA, it’s now nec¬ essary to earmark it for the future. And with a full production crew already designated, the network is proceeding with the initial 13 in¬ stallments. at a cost far'exceeding the initial $500,000 investment. Hub Robinson & Co. are alerted to the inevitably of an hour’s time opening up, even if it doesn’t hap¬ pen until a year or two years from now, but it's equally aware that unless they’re qualitative films the sponsors won’t be buying. Hence a steady flow of CBS coin into a “you can’t see jt now” venture. The Wendell Corey “Probe” series dealing with the subject of forensics; the “Chicago 212” adven¬ ture-crime series; the “Heart of Honolulu” film series, somewhat of a counterpart to the Frisco-localled “Lineup”; the long-anticipated Marie Wilson situation comedy series, too, are bullish prospects on which some extravagant CBS coin has already been lavished and on which enthusiasm runs high within the CBS precincts, but with the network obliged to sit on them against a “wait and see” (Jay. OCT. 6 SLOTTING FOR LEE COOLEY KIDSPEC ' The second 90-minute kiddie spectacular slated for ABC-TV will be done by Lee Cooley, in associa¬ tion with Jack Beekman. The show, to be aired, Oct. 6, repre¬ sents the first venture into pack¬ aging for 'Cooley, long associated with Perry Como on tv as a pro¬ ducer, director and writer. The tab for the three projected kiddie spectaculars will be picked up by the Red Goose Shoe Co. Slated for Saturday telecasting be¬ ginning at 11 a.m.. as the other two, the Cooley-Bcekman package will feature Johnny Olsen, Alone Dalton, Ranger Andy, in addition to a full orchestra and vocal chorus under the direction of Nick Perito and a group of featured dancers with Lee Morrison doing the chore¬ ography. The initial kiddie spec will be telecast on Saturday (25) from the St. Louis Zoo, with Johnny Olsen as emcee. The third is slated for airing on Dec. 8, Westinghause s $5,300,000 Dicker . For WIND'New High for AM Indie Mentholatum Dickers $500,000 NBC-TV Buys Mentholatum, a comparative stranger to- network television, is negotiating a $500,000 daytime deal with NBC-TV through J. j $4,100,000 Walter Thompson. Under the 1 Chicago, Aug. 21. Deal is virtually set whereby Westinghouse’s broadcasting di¬ vision will buy WIND,, generally conceded to be one of the most lucrative independent stations in the nation, for approximately $5,300,000. That’s a new high for indie price tag, topping the a syndicate headed by Jack Wrather and John L. Loeb deal, it would Lake on sponsorship ■ shelled out last year for WNEW of a quarter-hour on “Modern Ro-jin New York, mances” for 13 alternate weeks T >„, d , asc . o[ coul . Sl , l0 slarUnsOcl lo and a weekly qua. -j FCC appi . 0VJ] 1)e slm . k er-hour on 1 Could He fou lor „, msacl i, m wilh 93.000 shares of 15 weeks stalling Nov. 12. • We.slinghouse sloek ttoinR In the Only thing holding up the deal WIND ownership. Stock is being is that Mentholatum wants its . traded currently on the Big Board sponsorship on the two shows to at about $57 a share fall on the same day of the week. p,. os( , nt W1N „ own „„ ship ks )USgle ,down thusly: Proxy Italph Allass things aiound to fit it in. i H-ho has helmed (lie operation since 1930 owns a 11% interest; the three members of Chi CBS veep. II, Leslie Atlass’ family — Prank, Harriet and Los Junior, WIND program chief--own 29.7% jointly; H^bm Wrigley of the gum linn has 26.; John S. Knight, head' of the newspaper chain, owns and \\ INI) commercial man¬ ager John Carey. 5.5 f j It’s understood the three Atlass youngsters were anxious to accept jthe Wostinghou.se oiler andtnroin- jvesl their capital gains. It’s known J they have been soon I : ng around j for a tv station to purchase. In the debate whether or not to sell the Jo.OOO-watt indie which grosses up¬ wards of $5.000 000 annually, the j Wrigley bloek -of stock was voted ; with that held by I lie Atlass trio ' in favor of accepting the record price offered by Westingbouse. Carlos Franco s New Agency; Biz Tops $1,500,000 Newest advertising agency to “hit the street” is Carlos Franco Associates Inc., which goes to the fall programming post wilh up¬ wards of $1,500,000 in (v billings. W'hat makes the operation unique, however, is that the Franco setup (1) stems primarily from a market¬ ing-research foundation; (2) has been built mainly as a "packaged goods agency.” Franco, the ex-longlime Young & Rubicam timebuyor who subse¬ quently moved into the Kudner and Weintraub agencies, then wilh Crosley Broadcasting, already en¬ joys the distinction of grossing more billings with Mutual network than any other agency, as repre¬ sented by Seaboard Drug’s fMod¬ em > full network slake in the Wal¬ ter Winchell newscasts next sea¬ son, plus sponsorship of Bob & Ray. In addition, Franco has brought into the house S. R. Stern Labora¬ tories (cookies made from the pulp of oranges); Kromex Cor. (alumi¬ num ware); Jetro (Japanese Exter¬ nal Trade Recovery Organization) and Rhodes Pharmacal Co. (Safe Sleep). And Franco reps Frank Block’s St. Louis agency in N.Y. Identified with Franco in the new agency are Ed Mottern as di¬ rector of creative services; J. Ed¬ ward Fox as financial specialist; Dr. Franklin R. Cawl, head of mar¬ keting, merchandising and re¬ search, and Richard W. Hubbell in charge of media. ‘MR, ADAMS & EVE’ TO SUB ‘CRUSADER’ R. ' J.' Reynolds* and the .Win. Esty agency have finally set a re¬ placement for their CBS-TV Fri¬ day night “Crusader” segment, with the latter getting a reprive through January but then making way for “Mr. Adams and Eve,” the new Ida Lupino-Howard Duff com¬ edy series. Series, created by Miss Lupino and Duff, will be scripted by Sol Saks. It was packaged by Don Sharpe. Network, incidentally, bought in on the show a couple of months back, purchasing a 50% interest with an eye to finding a time slot for it. Rassler Says ‘Medic’ lim, Asks $3,250,000 Damages Hollywood. Aug. 21. . Aaron Zeppas, known in rnssling | circles as Lord Anthony Spears, filed a $3,250,000 suit against “Medic,” NBC and others in Fed- ! oral Court Monday (20) charging ■ invasion of .privacy, fraud, breach ! of contract and unfair competition. ! He claims he spent a fortune cualing an act, proenling it on the grunt-groan circuit, that of wrestler who recites Shakespeare wh'le attired in fuildres.s suit. “Medic” offered to use him as star of a film showing plastic surgery to cure cauliflower ears and would pay surgical expenses, 'he contin¬ ued. Instead, he says, they got h's story, did a telefilm on char¬ acter similar to “Spears” but froze him out. Since the telefilm appeared, the public he claims, holds him up to ridicule because he didn’t have ear surgery as de¬ picted in the film. Title of tele¬ film was “The Daughter And the Weeping,” DALY NEWSCASTS TO COAST FOR 1ST TIME John Daly’s ABC-TV newscasts will go to the web’s Coast network for the first lime starting Sept. 5, though he’s been on the air for nearly three seasons now. Step, which opened up the entire Pacific NCAA Grid's Insurance Coin All-State Insurance has signed to sponsor the quarter-hour pre- game segment of NBC-TV’s NCAA football schedule this fall. All- State will bankroll the pre-game segments on seven of the eight NCAA national telecasts. Network had previously sold the five-minute post-game capsules to Dow ChemicaL ! network to Daly, will undoubtedly ihelp the web’s sales force on the j Daly show, since clearance prob¬ lems have been a major stumbling j block. (Show is sponsored three •out of five nights weekly, by Miles ' Labs and Time Inc.) Coast feed will be by a two and one-half hour hot kinnie (three ^incl a half until tin* East goes i standard time), with the Coast gcl- , ling the show on kinnie at 6:45 j (PST). It originates in N. Y. at 7:15 (EDT), accounting for the ! three and a half hour difference. Possibility is that once a sufficient lineup is cleared. Duly would do a repeat live newscast for the Coast to overcome the time lag insofar as late news breaks are concerned.