elevision Age - americanradiohistory.com · 2019-07-18 · elevision AgeSEPTEMBER 11, 1967; FIFTY...

SEPTEMBER 11, 1967; FIFTY CENTS

elevision Age'What's new in news

I -issue report on developments in a dynamic medium0

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- z0f wVD 0 o-

ZV. -J<

ZO

C 25 Years ofw J AdvertisingV) go Contributed

For The Public Good

5,473,581,000TV

I APRESSIONSOn Behalf Of The U. S. 0.

tit's the extent to which the Petry repre-Med TV stations impressed the publicwit the need to help this Advertising Coun-ci :ampaign last year. These stations be-ille in serving as well as selling.

# THE ORIGINAL STATION REPRESENTATIVE

r PETRY REPRESENTED TELEVISION STATIONS --RESPONSIBLE AND RESPONSIVE

EW YORK CHICAGO ATLANTA BOSTON

DALLAS DETROIT LOS ANGELES

ILADELPHIA SAN FRANCISCO ST. LOUIS

Remember, though, when you write yoi,can expect on answer and that answerisn't always going to be o polite thankyou. Your congressman may just writeback and ask you to help do somethingabout the problem you brought to his attention. But don't let that stop you. Goahead and write your letter: Shouldn'tthere be a traffic light on that bad corner?Don't you think your children's classroomsshould be less crowded? And what abouta new field for the little League to ployon? Shouldn't more of our tax money bespent on domestic problems instead ofmanned moon probes? Should our draftlows be more equitable and shouldn'tCongress have a uniform code of ethics?

You see, there ore lots of things you concote about.

Give yourself half o chance and youcon even get involved. Becoming in-volved means you have to be ready torisk certain things like disappointmentand conflict. But the rewards are great.When you help accomplish somethingworthwhile you really feel good.

Now how many times in your lifehave you ieally felt good?

So go ahead and get out that cleanwhite sheet of paper and your trusty ballpoint and fire away. If you don't knowwho to write in our area, write us andwe'll send you a book called "Who'sWho in Public Office," then you'll know.

The ABC Owned Television Stationswant you to write.

We are involved in our communi-ties, in our country, in our world. We takesides on important issues. We reportthem, we editorialize about them andsometimes because there are peoplewho are involved and write letters andtalk to other people and make waves,things happen. Not every time, but ifmore people didn't turn off their mindsafter they turned off their sets, maybemore things would happen.

Pick a subfect and write.O I think you're doing a lousy fob

of representing me.O I think you're doing a great fob

of representing me.O I think the draft laws should be

more equitable.O I think smog control and water

pollution controls should bemandatory nationally.

O I have a son who would like toget in the Naval Academy.

ABCOwned

TelevisionStations

WA6C-TV, New YorkWOKS -TV, ChicagoWAYZ-TV, DerroltKASC-TV, Los Angelo%KGO-TV, Son Francisco

WHEN YOU'RE IN THE MARKET

FOR SALES...

SOURCE

ARB Pif COVERAGE/65

GoodlandKLOE-TV Hays

KAYS-TV

Dodge CityEnsign

KTVC

WWichitaHutchInS011

KTVH

THE KANSAS BROADCASTING SYSTEMdelivers a sales potential larger than manymajor markets. Four leading Kansas televisionstations combine to offer coverage in 88 pros-perous counties. Compare the KBS market tothe major markets on your 'must buy' lists.

Larger

TRS than

CINCINNATI

Metro Area

Larger

CSI than

DENVER

Metro Area

MoreTV Homes than

MIAMI

Metro Area

Larger

population than

SAN DIEGO

Metro Area

ONE ORDER - ONE INVOICE - ONE CHECK

KANSAS BROADCASTING SYSTEMKTVH KAYS-TVWichita Hays

Hutchinson

KLOE-TV KTVCGoodland Dodge City

Ensign

Sold nationally by Avery-Knodel, Inc.

TobTim'on -toe. September 11. 1%

Facts in focus...

the NSIBLUE CHIPSUMMARY

Finger-tip informationissued 6 times a year: maps of NSI (and/or Metro)

areas roster of reportable TV

stations Day part average audience

estimates (1/4 hr. & cumes) and moreall in one handy volume

For complete detailscall, wire or write

Nielsen Station IndexNSI EXECUTIVE AND EASTERN

SALES/SERVICE OFFICENEW YORK (10019)

1290 Avenue of the Americas . 956-2500

NSI SALES/SERVICE OFFICESCHICAGO (60601)

360 N. Michigan Ave.. 372-3810

HOLLYWOOD (90028)1680 N Vine St H011ywood 6.4391

SAN FRANCISCO (94104)68 Post St YUkon 6-6437

a service ofA. C. Nielsen Company

CHICAGO (60645)2101 Howard Street 465-4400

SEPTEMBER 11, 1967

Television Age

)5 THE DYNAMIC MEDIUM

A lull dish of news events, spiced with controversy, is spur-ring tv coverage of world happenings.

28 NEWS UNDER FIREEfforts to shackle to coverage are increasing, says newRTADA president.

:10 PROGRESS AND PROBLEMS

The three network news presidents review accomplishmentsand tackle questions about proper news treatment.

32 TV'S RISING WASHINGTON STATUS

Congress resisted rise of broadcast press but today video le -porters are the lair -haired boys.

34 OF NEWS AND LEAD-INSAn AR/3 study analyzes the effect of late -evening networkprogramming on the late news.

62 WHAT THE FCC FIGURES SHOWAn analysis of Iv revenue data and !elm Mc) tcrcal (11,().11trends in spot and local advertising.

DEPARTMENTS

10 Publisher's LetterReport to the renders

12 Letters to the EditorThe customers always write

15 Tele-scoperhat's ahead behind the scenes

37 Viewpointst'ro;rurruning pros and runs

38 Film/Tape ReportRonny/gip of nen

47 Spot ReportDigest of national activity

17 Business Barometer 39 Wall St. Report41easuring the trends The financial picture

21 Newsfront 85 In the PictureThe tray it happened .4 man in the news

Television Age is published every other Monday by the Television Editorial Corp.Publication Office: 440 Boston Post Road, Orange. Conn. Address mail to editorial,advertising and circulation offices: 1270 Avenue of the Americas, Rockefeller Center,New York, N.Y. 10020. Circle 7-7660. Controlled circulation postage paid at New York,N.Y. and at Orange, Conn.

Id

Television Age. September II, 1967

"Channel 2 did much the best TV job of covering thetragic Newark race riots and generously shared thefilm last night with non-commercial Channel 13."

BOB WILLIAMS, NEW YORK POST, JULY 15

"WCBS-TV is on the job with Newark riot special.Channel 2 can take a bow for delivering a half-hourreport yesterday afternoon on Thursday night's riot-ing in Newark.... In addition to excellent films of theoutburst, the 1 PM telecast, which preempted '2 atOne,' showed Governor Hughes' press conference,plus interviews with Negro leaders, Newark's MayorHugh J. Addonizio and eyewitnesses. Reporters ChetCurtis and Martin Steadman provided firsthand ac-counts and gave background...."

KAY GARDELLA, DAILY NEWS, JULY 15

"[WCBS-TV], which has given an outstanding cover-age of the tragedy, devoted another special to thegory outbreak during the evening."

BEN GROSS, DAILY NEWS, JULY 17

"The Ch. 2 'Newsmakers' program abandoned a chatabout Mayor Lindsay's 'Summer Task Force' andswitched to the tragic social battle -ground of Newark.

...The result was a 'live' interview with Mayor Addoni-zio and Gov. Hughes. Ch. 4 at the time was replayingan old repeat....Ch. 7 also was preoccupied with pro-gramming echoes.... Ch. 2 again wisely dropped ascheduled 'Eye on New York' replay and instead wentfor an 'Eye on Newark' venture, in which its reporterswere given an opportunity to express their viewpointson the violence.... It was a remarkable day for goodlocal TV journalism on the part of Ch. 2.... By thetime Ch. 4 got around to 'special' attention to theNewark story at 11:15 last night, there was anotherbig story brewing, the rail strike...."

BOB WILLIAMS, NEW YORK POST, JULY 17

"The depth and drama of the [WCBS-TV] televisioncoverage impressed New York viewers who regis-tered shock at the graphic depiction of the 'battlezone' a few miles away."

EDITOR & PUBLISHER, JULY 22

"Friday's 6 p.m. news on WCBS-TV had an excellentriot wrapup lasting through the first half hour of theshow...well ahead with the up-to-the-minute report."

VARIETY, JULY 26

It is in time of public emergency that it becomes most clearlyapparent why WCBS-TV maintains the largest and most professionallocal television news staff in the country. Not content to rely on newswire services or simply to broadcast highlights of a major story,WCBS-TV News is able to throw the skills arid experience ofnearly 150seasoned news professionals into providing on -the -spot live (and/orfilm) coverage plus background, cause and effect as well. From manylocations at once.

The repeated notice taken by the press of the WCBS-TV News riotcoverage confirms what has been apparent for some time to viewers:that WCBS-TV News has set new standards for broadcast journalism,and in doing so has surpassed all others, by far, in the dimensions of itsservice to the community. wcosive2

&sit KBOI-TVsell IDAHO!

KBOI-TV Boise serves Idaho's

capital ... the state's key

retail and distribution

center. Boise's influence

extends to every part

of Idaho

KBOI-TV reaches more

homes, men and women

from 7:00AM to 1:00AM

than any other Idaho

television station.

NSI 8 ARB Feb -Mar. 67. Au-dience measurements we esti-mates only, based on datasupplied by indicated sourcesand subject to the strengthsand limitations thereof.

TELEVISIONChannel 2 CBS

BOISE

Atlitated with Bonne dille International sta-tions, KSL-TV Salt Lake City, K IRO -TV Se-attle, KID -TV Idaho Falls.

Represented by

O1.7 1'r , 1 1 1: 1: I N,(1) DDWARD, INC.

TelevisionAge

\ ()I \\PublisherS. J. Paul

Editorial Director\ Hied J. Eillt

Managing EditorHai hat

Senior Editorki I

Associate EditorKahnSewer

Editorial AssistantKathleen liergei

Financial EditorA. N. BurkeAdvertising

Norman BerkowitzAdvertising Director

Mort MillerAdvertising ManagerMarguerite Blaise

Sales Service DirectorIce Shet itlan

Production DirectorFred Lounsbury

Circulation Director1...%

Business OfficeMiriam Silsi ratan

Branch OfficesMidwest

Paul Blakemore, Jr.6044 N. Waterbury Road

Des Moines, Iowa 515-277-2660

Southlierbert Martin

Box 3233ABirmingham, Ala. 35205

205-322-6528

United KingdomF. A. Smyth & Assoc.

35 Dover StreetLondon, W. 1, England

Member of Business PublicationsAudit of Circulations, Inc.

BRATELEVISION ACE is published every otherMonday by the Television Editorial Corp.Editorial, advertising and circulation office:1270 Avenue of the Americas, RockefellerCenter, New York, N.Y. 10020. Phone:Circle 7.7660. Single copy: 50 cents. Year-ly subscription in the U.S. and possessions:$7; Canada: $7; elsewhere: $15. (3 Tele-vision Editorial Corp. 1967. The entire con-tents of TELEVISION ACE are protected bycopyright in the U.S. and in all countriessignatory to the Bern Convention and tothe Pan-American Convention.

Teletisbm Age, September II, 1967

of IV* .

I.

When hundreds of men were hunting theMad Mountain Man of Shade Gap,we sent a woman.

Hollenbaugh was a killer on the loose.With him was Peggy Ann Bradnick, the 17-

ar-old girl he had kidnaped.For six days he dragged her through the Penn -

Ivan i a mountains.

This seventh day would be his last.Marie Torre, of Group W station KDKA-TV

Pittsburgh, was covering the story. She hadant the previous night at a police stakeout near)1lenbaugh's cabin.This morning she was tuned to a police radio

ten the bulletin came over the air. The Mountainin had been shot. Peggy Ann was being rusheda hospital.Marie drove to the County Medical Center. But

oadblock stopped her near the gates. Police wereping out the press.Spotting a carload of volunteer riflemen,

Marie flagged it down and jumped in. Crouchedlow, she rode through the barricade.

At the hospital, the news was good. Peggy Ann,scratched and bruised, would be all right. In ashort time, KDKA-TV viewers saw the familiar,but dirty face of Marie Torre. She was deliveringthe story they had waited a week to hear.

The Shade Gap kidnaping was a tough assign-ment. But that didn't stop us from sending MarieTorre up the mountain.

Because Group W stations &in hire womenjust to cover the stories that are of interest to otherwomen.

As far as we're concerned, a good reporter is agood reporter. Man or woman.

And it didn't take GROUP

Marie Torre long to liDIVI-T1/ 2 Wprove us right. 11,1111\lbliUUSL BRUAULA:311N6 LUMPANY

The Embassy of Ireland

His Excellency William P. Fay,Ambassador of Ireland, and Mrs. Fayin the salon of the Embassy . . .

another in the WTOP-TV series onthe Washington diplomatic scene.

WTOP-TVWASHINGTON, D. C.

Represented by TvARA POST-NEWSWEEK STATION

Photograph by Fred Maroon

Letter from the Publisher

NOON TIME

PRIME TIME

SHREVEPORT!

KSLA-TV's "NOON NEWS" (12-12:30 pm., Mon. -Fri.) DELIVERSMORE HOMES than EITHER OFOTHER TWO STATIONS deliversIN PRIME TIME! (6:30-10 pm,Sun. -Sat.)'

Look at the figures! KSLATV's "Noon News" delivers:

97,600 Adults

63,300 Women!

66,900 Homes!

72 % Audience Share!Only KSLA-TV's prime -night figures(6:30.10 pm, Sun. -Sat.) manage totop this noon -time delivery in Adultsand Homes!

A Rating Fluke . . . ry

No . . . Things were thesame way last Fall!Interested in some Noon TimePrime? See your H -R -P rep forlimited availabilities in this . . .and other prime news blocks.

KSLA-TV*12SHREVEPORT, LOUISIANA

'A. R.B. Feb. -Mar. '67 (Subject to reasonable error)

Tv's Awesome Responsibility in Riot CoverageThe coverage of riots or "disturbanuc- places an awesome re-

sponsibility on every station manager in the country. The problemsof coverage are not confined to the major markets. Upheavals canand have occurred in cities ranging in size from Bogalusa. La. toCambridge, Md. to Syracuse. N.Y.

The accusation that television has intensified and. in fact. gene-rated many incidents is not only unfounded but is irrational.

There were riots, disturbances demonstrations going back in his-tory-long befote television was ever on the scene. That the mediummirrors society's woes is what gives it such great impact.

On the other hand the medium cannot duck the responsibility onhow these disturbances are handled. As a matter of fact. the majornews services and the networks have cautioned their neiismen andcameramen to report a racial disturbance in a calm matter-of-factmanner-underplayed rather than overplayed.

NBC News Director Rex Goad, in an interdepartmental memor-andum to the network's newsmen. has set up specific guidelines onhandling racial disturbances. These guidelines are designed not tocurtail coverage but to insure its responsibility. "They are," hepoints out. "journalistic basics that newsmen know but must notforget in the heat of covering a big story."

"Our job is to report the story. not to promote it. No more predictviolence than you would a bank run. Pinpointing a specific locationin a riot," he continues. "before police have cordoned it off. mayserve only to attract participants and spectators. A riot should notbe covered like a football game."

There has been a great deal of discussion these past several weeksas to whether television stations should enter into local inLormalagreements. The media in some cities have informally agreed not toreport a racial disturbance until it is under control. Others haveagreed not to broadcast any twits or pictures until at least one-halfhour after a major disturbance is underway.

The network news chiefs take a broad perspective of these agree-ments. They feel that these arrangements can be extremely danger.ous to free and unfettered coverage of a local catastrophe or a majormishap.

On the other hand station management and individual stationnews directors feel a grave responsibility to their own community. Itwould seem that the execution of this responsibility should be firmlyin the hands of the individual station managers who will be facedwith increasingly difficult decisions.

Television, in fact, can and has exerted great influence in pre-venting racial disturbances. For example, in Saginaw. Michigan.Toni Eynon, news director of WNEM-TV, was able to convincemilitant negro leaders to appear on the station and appeal to the

negro youths to stay off the streets and to "keep it cool."As a result, a tense calm prevailed. The previous night eight per-

sons had been wounded. store windows had been broken, fires hadbeen started and the cit'. %%as almost in a state of seige. It is an ac-

complishment of which the station can be justly proud.

Cordia I

llhTelevision Age, September ll, 1967

For television news directors:a ticket to broader horizons.

The first international conference for TV news directors will be heldin Paris on October 26 and 27 under the auspices of the Radio TelevisionNews Directors Association and Time -Life Broadcast.

Virtually every TV news operation in Europe will be represented. Wewill compare organization, techniques and standards with news professionalswho may broadcast in different languages, but who share common problems.

The cost of transportation and lodging is an investment in televisionnews leadership for your station.

For full details, write Richard Krolik, Time -Life Broadcast, Time & lifeBuilding, New York, New York 10020, or call 212-556-4221.

DADMIT

ONE

SALON

DES CHAMPS

Mc/ES

[A\

N

PARIS

SOCT

2t127 19157

\CRTNDATIME/LIFE BROADCAST

eletision Age, September II, 196711

Finally, a professional -quality 16mm camera with utterlytotally reliable automation. The new Canon Scoopic-16

is the perfect tool for sophisticated or novice cameramenwho have to shoot instinctively and get it right the first time.

Scoopic-16 combines fully automatic CdS exposure controland an integral 13.76mm zoom lens with reflex viewing.electric drive and automatic loading. It frees you to follow theaction and make your shot-no fussing with meter,diaphragm control or lens turret. Even loading, of standard16rnm spools, has been automated.

And Scoopic-16 is engineered for your comfort. Everythingabout it-from its contoured hand grip with convenientthumb action shutter release to its light weight and balanceddesign-was planned to give you the ultimate conveniencein handheld action shooting.

If you're the kind of guy who has to go where the action is,you'll want to go there with the new Canon Scoopic-16.It's your kind of camera. By design.

New Canon Scoopic-16: Uses 16mm film, single or double perforatedon standard 100' spools. CanonZoom lens, (1.6, coated. Zoom range13-76mm, ratio: 5.84:1, focusing to 5 ft. Fully automated, motorized CdSexposure control system (with manual override) cross couples toall running speeds, all 'f' stops (11.6-122), all films ASA 10320 Selectedaperture shows on scale in viewfinder. Running speeds: 16, 24. 3.', 48 fps.Self -threading. Thru the -!ens viewing. Built-in focusing glass.Viewing brightness riot affected by 'f' stop, Corrective, adjustableeyepiece. Self -resetting film counter. Motor drivenby one 12 5V interchangeable. rechargeablenickel cadmium battery (shoots approximately8 rolls per charge).

See the Scoopic-16 at your deater's orwrite for literature. Canon U.S.A., Inc..550 Fifth Avenue, New York, N. Y. 10036

Canon

NEW CANONSCOOPIC-16.FIRST 16mm"POINT -AND -SHOOTELECTRICCINE CAMERA.

II

Lettersto theEditor

H -R Clarifies TARGET Stand

lour article on Media Comp, Inc.(News/root, TELEVISION AGE, August14) leaves the impression that H -RTelevision has endorsed TARGETSas an intermediate phase in our con-ersion from the pioneer IBM 1401availability system to our new on-line360 data communications network.

This is not so. To date, we havereceived a presentation by Mr. Wy-man and Mr. Shepard and are evalu-ating the possible value of their sys-tem to station representatives andstations. Nothing more.

I would also like to correct the mis-impression that we are just now in-stalling a 360 system and that ourtarget for going "on air" is latespring of 1969. H -R has been in busi-ness with its 360 since March of thisyear, performing a multiplicity of re-search and accounting functions. Theonly area of delay is in respect to ouroverall communications network, dueto the non -availability of certainequipment.MARTIN E. GOLDBERG, Vice President

Research and Data ProcessingH -R Television, Inc.

New York, N.Y. 10017

(Ed. Note: The TELEVISION AGEstory said H -R is "considering using"TARGETS. The "on air" referencewas to the overall communicationsnetwork.)

'Better Than The Booklet'I have just read the two -column

box which you devoted to our mostrecent brochure in your current is-sue (Spot Report, TELEVISION AGE,

August 14).It was handled in a masterful way

and did an excellent job of summingup our company's recent activities onbehalf of the Spot Television industry-an even better spell -out than the

booklet itself.We are delighted and grateful for

this coverage.ROBERT L. HUTTON JR.

Vice PresidentEdward Petry & Co.

New York, N.Y. 10022

I 2 Television Age, September 11, 1967

VIMEDIATE-INCISIVE_INCLUSIVE! News: Designed for Milwaukee'TMJ-TV brings Milwaukeeans news as it happens... from where it's happening! On -the-spot local reportinghelicopter and mobile units. World coverage by wire services, news bureaus, network facilities, sports andeather wires, and video tape. Complete news coverage ...fast ! Experienced, intelligent reporting andterpreting by the area's largest news staff provides more in-depth broadcasts than any compet-g station. And 20 years of experience, coupled with Milwaukee's most modern broadcast facilities,ye viewers the best rated news*... Designed for Milwaukee. TMJ-TV

COLOR IN MILWAUKEEC. Nielsen Co.. Oct. 20 -Nov. 2. 10-23.1966(5,3011:30 P. M.. Mon. -Fri.. and 10:00-10:30 P. M.. Sun. -Fri.). WTMJ TV

TiltImolitArson WHIO-TV, Dayton, Ohio -6 p.m. to 7:30 p.m., Mon. thru Fri.First 90 -minute news in Dayton First full -color news, weather and sports

TOM FRAWLEYNews Director

TOM HAMLINSports Director

CHUCK UPTHEGROVENews and Photography

O

ED KRAHLINGLocal News

MORT BEACHDowntown Dayton

DICK BIESERWeather

DON WAYNELocal -Business News

ANDY CASSELLSDowntown Dayton

110

BOB TAMASKARegional News

JOE WISSELLGeneral News

LYLE STIEGMilitary Affairs

MIKE BRIGNERPhotography

On the air for one year, this complete 90 -minutes of news has increased view-ing homes 28 percent* from 6 to 7:30 P.M. with full -color news in a variety andvolume never before provided in the Dayton area. Anchor program is Huntleyand Brinkley, and in half-hour segments on either side WHIO-TV's favoritenews specialists will present complete coverage on sports; state, local andregional news; women's features; a Wright Patterson Air Force Base report;business news; daily filmed reports from Ohio and the Miami Valley; weatherand miscellany. With steadily soaring interest in news, news, and more news,THE BIG NEWS offers audiences that are big, alert, affluent, and influential.See Petry for availabilities.*ARB-MARCH 1966 - MARCH 19672-Any figures quoted or derived from audience surveys are estimates

subject to sampling and other errors. The original reports can be reviewed for details on methodology.

oi0/10

0 0Represented by Petry

(IV Con Broadcasting Corporation stations: WSO AM -FM -TV, Atlanta; WHIG AM -FM -TV, Dayton; WSOC AM -FM -TV, Charlotte; WIOD AM -FM, Miami; KIVU. San FrancisCo-Oahland; WIIC TV. Pittsburgh

1

14 Television Age, September 11, 1967

WHAT'S AHEAD BEHIND THE SCENES Tele-scopeEuropean-U.S. News Conference

itteen to 20 tanks directors flow U.S. stations areexpected to attend the joint confab between Americanand European electronic newsmen set for Paris onOctober 26 and 27. Co -sponsored by the Radio TelevisionNews Directors Association and Time -Life Broadcast,the Americans will exchange notes with their counter-parts from 18 member countries of the European Broad-casting Union. It will be the first such conference held.

Among those definitely attending will be BruceDennis, WGN Continental Broadcasting vice presidentand retiring RTNDA president; Jay Crouse, newsdirector of the WHAS stations, Louisville, and Dennis'successor as RTNDA chief; Theodore N. McDowell,head of news for the WMAL stations, Washington;Thomas Frawley, wHio-Tv, Dayton, 0., news director;Ralph Renick, news director of WTVJ, Miami, and EddieBarker, news head of the KRLD stations, Dallas. Fromthe networks, John Cooper will represent CBS. Othersare also expected.

Speakers will include Robert Gamble, news directorof wn3m-Tv, Indianapolis, who will discuss the newsoperation of medium -size stations. There will also behis counterpart from a European station. Similarly,talks will be given by newsmen from large stationson both sides of the Atlantic. Talking on legal issuesof news coverage will be Theodore Pierson of Pierson,Ball & Dowd. Moderator will be Time -Life Broadcast'sSig Mickelson.

Because the news study group of the EBU will meettwo days before the joint conference, European attend-ance is expected to be high. Organizers of the jointconference are waiting to hear from Intervision, EastEuropean counterpart of the EBU, and are mullingover the best way to approach the Russians. Total attend-ance is expected to be around 100.

Sokolsky Out of Print

Of the several prestigious print photographers whohave branched out into commercials making, one wouldlike to get all the way out of print-Melvin Sokolsky.The fashionable fashion photographer started doing tvcommercials three years ago, now finds himself intenselyoccupied in the field. He now prefers film -making tostill work, and would like to concentrate all his energiesin cinematography. Far from specializing in fashion,Sokolsky has shot commercials for everything fromoleomargarine to Volkswagen to Mobil to dog food.

Jewelry Box Maker New to Spot

Testing out the advantages of spot tv for the firsttime, The Mele Manufacturing Co., Inc., New York,goes into television this year with a pre -Christmaspitch for its jewelry boxes. The company had itsagency, Rumrill-Hoyt, Inc., obtain minute placementsin Boston and Rochester. Schedule breaks November 26and will run from three to four weeks. If sales increasein these markets, the company will probably use morespot next spring, a spokesman said.

Hispanic cooperationTv producers in Latin America and Spain are work-

ing out possibilities for setting up an association.comparable to America's NAB, that will group tv

interests throughout the Spanish speaking world. Thegroup so far has no connection with Olavision, thenetwork -like program supply organization being setup in South America by Movierecord, the Spanish ad-vertising complex. The new group, which includes suchprominent figures in western hemisphere tv as EmilioAzcarraga, head of Telesistema Mexicana, and GoarMestre, head of Proarterl in Argentina, met thissummer in Santiago de Compostela, Spain, to discusscommon problems. The group will meet again nextsummer in Buenos Aires.

DDB's New Film and Tape CenterDoyle Dane Bernbach is famous for its "take -it -or -

leave -it" stance with clients: "This is our best idea,and if you don't like it, lump it." While other agenciesdrive their creative types batty with client rejections,some claim, DDB keeps them happy. The catch is thatthe client doesn't see the work until Bill Bernbach orBob Gage have okayed it. Now DDB will be on evensurer footing vis-a-vis the client when it comes to tvcommercials. Instead of putting all their chips on thestoryboard, and trusting the DDB producers and thefilm studios they commission to make the board move.the art directors and copywriters of the agency willbe able to work out kinks before the film is assigned.

DDB has carved out a film and tape center onthe 22nd floor of its 42nd St. headquarters, and putin a Steenbeck editing machine, a closed-circuit linkupto three screening rooms, a sound -mixing center togetherwith recording studio, and a 16 mm Auricon camera.Client Sony's videorecorder and camera figure in thecomplex, but so, too, do the products of Ampex andother manufacturers. In the center DDB will be able totest ideas for commercials, check color values againstmonochrome, cast, and screen.

Six Channels in Pago PagoThere's quite a market for tv in American Samoa,

the U.S. trust territory east of the New Zealand -admin-istered Western Samoa, right in the middle of Oceaniabetween Fiji and Tahiti. William Kreitner, NBC -Inter-national's director of operations in the Far East andAustralasia, reported that six channels are in full opera-tion in Pago Pago, beaming educational tv to school-roorils daytimes and entertainment and documentariesat night. The top programs, the NBC man reported,are Bonanza and Cheyenne. Next comes I Spy, esteemedby Samoans because it's got a non-white in a leadpart. Get Smart does well, Kreitner said, because therelatively unsophisticated Samoans dig visual humor.And Hennesey, he said, is popular because of theislanders' affection for the U.S. Navy. There are nocommercials on the air in Pago Pago since Tv of Samoais operated by the Department of Education.

Television Age, September 11, 196715

LOOKWHATHAPPENEDTO US...

JUNE 8, 1966 NOW

Even the worst tornado can be conquered!The picture (above left) was taken the night that thenation's worst tornado funneled a path of destructiona half mile wide and over twenty miles long throughTopeka, Kansas.

Topeka didn't take it sitting down. Its people got towork on a rebuilding spree. The result (above right):A new Topeka, rebuilt and booming!WIBW-Radio kept on its toes, too! The result: Theabove Distinguished Service Award presented to us bySigma Delta Chi for public service.It is in recognition of warning Topekans 21 minutesbefore havoc struck, and then continuing all -talk cov-erage for 23 consecutive hours without a break. With-out a commercial.

Miraculously, in a disaster that claimed over 100 mil-lion dollars in property damage, only 17 persons died.

As the dominant voice on radio and television in To-peka, we are proud of our public service in helping tosave thousands of lives.

We are equally proud to have a hand in the rebuildingof a great city-from one of disastrous destruction toan even more thriving market with growth and salespotential already beyond expectations.

We look forward to other awards for future publicservice.

But no more tornadoes, please.

For complete story call Avery-Knodel or Topeka 913 272-3456.

TV Radio FMTopeka, Kansas

Broadcast Services of Stauffer Publications

16 Television Age, September II, 1967

Business barometerThe release of 1966 tv revenue figures by the Federal Communications Commission permits

"Business barometer" to adjust its monthly figures for last year and the firsthalf of '67. Hence, the report on July spot business, scheduled for thisissue, will appear in the September 25 issue.

The FCC reported that times sales to stations in 1966 for spot and local businessplus network compensation came to $1,462.3 million. This compares with"Business barometer" figures of $1,446.3 million, a difference of only $16million, or 1 per cent. In the network compensation area, FCC reported a '66 totalof $244.2 million, while the "barometer" tally was $241.2 million, a spread of$3 million or 1.2 per cent.

The spot and local figures were

affected by major revisionsby the FCC this year inspot and local totals forthe years '61 through '65

(for more details on thisunusual revision, see theanalysis of FCC data else-where in this issue).

The FCC revisions showed that,for the five-year period,spot was understated andlocal was overstated. Since

"barometer" figures for '66were projected on the basisof '65 FCC data, they were

similarly affected.

Aalusted according to the FCC.revisions, the "barometer"total for spot was $846.2

million in '62, compared with

the FCC figure of $871.7

million. a difference of 2.9per cent. The adiusted

"barometer" total for local business in "66 was $357.1 million, compared with theFCC figure of $346.4 million, a difference of 3 per cent.

Revised Mita-Spot. Local. Compensation Reremie

January

National Spot

1966 1967

:;55.8 ...,57.5

Local Sales

1966 1967

S23.9 z;26.0

Compensation

1966 1967

319.11 $19.1

Febrtgar 66.2 70.3 2 1.6 25.7 18.6 19.0

March 77.6 77.8 2').1 33.7 21.0 21.0

April 75.0 71.1 29.8 30.8 20.7 21.1

May 76.7 79.9 29.8 31.1 20.5 20.8

Jane 72.3 66.8 26.3 28.2 20.3 18.7

July 62.8 21.6 19.8

August 63.6 23.6 19.8

September 71.1 27.7 20.5

October 90.7 35.7 21.7

November 89.8 37.8 21.0

December 67.1 33.2 21.3

Total s871.7 $316.1 million S211.2 million

In comparing half -year totals for '67 vs. '66 in spot, local and network compensationrevenue, the adjusted figures reveal trends already pinpointed by previous"barometer" data published this year. Spot revenue is just about even with lastvear-$423.4 million in '67, compared with $423.6 in '66. Local billings throughJune are $175.5 million vs. $163.8 million last year, while network compensationis $120.0 million ('67) vs. $120.1 million ('66).

Next issue -a report on spot business in July.

I root righted Immure of TEI 1%1%10 8114111.11S Raronseter i ba.ed .u, n lime of .lotions in all income and geographical categoric,.In formation i. iaholnierl bt Dan R Urea .ireet .

Television .4ge, September 11. 196717

LOOKWHATHAPPENEDTO US...

JUNE 8, 1966 NOW

ATA1:11)2111Itto

,4:11:i'a 4/.31)10

OZII:11);;--.11t1;011161110111/1

.614N10)

Even the worst tornado can be conquered!The picture (above left) was taken the night that thenation's worst tornado funneled a path of destructiona half mile wide and over twenty miles long throughTopeka, Kansas.

Topeka didn't take it sitting down. Its people got towork on a rebuilding spree. The result (above right):A new Topeka, rebuilt and booming!

WIBW-Radio kept on its toes, too! The result: Theabove Distinguished Service Award presented to us bySigma Delta Chi for public service.It is in recognition of warning Topekans 21 minutesbefore havoc struck, and then continuing all -talk cov-erage for 23 consecutive hours without a break. With-out a commercial.

Miraculously, in a disaster that claimed over 100 mil-lion dollars in property damage, only 17 persons died.

As the dominant voice on radio and television in To-peka, we are proud of our public service in helping tosave thousands of lives.

We are equally proud to have a hand in the rebuildingof a great city-from one of disastrous destruction toan even more thriving market with growth and salespotential already beyond expectations.We look forward to other awards for future publicservice.

But no more tornadoes, please.

For complete story call Avery-Knodel or Topeka 913 272-3456.

ES

TV Radio FMTopeka, Kansas

Broadcast Services of Stauffer Publications

16Television Age, September 11, 1967

Business barometerThe release of 1966 tv revenue figures by the Federal Communications Commission permits

"Business barometer" to adjust its monthly figures for last year and the firsthalf of '67. Hence, the report on July spot business, scheduled for thisissue, will appear in the September 25 issue.

The FCC reported that times sales to stations in 1966 for spot and local businessplus network compensation came to $1,462.3 million. This compares with"Business barometer" figures of $1,446.3 million, a difference of only $16million, or 1 per cent. In the network compensation area, FCC reported a '66 totalof $244.2 million, while the "barometer" tally was $241.2 million, a spread of$3 million or 1.2 per cent.

The spot and local figures wereaffected by major revisionsby the FCC this year in

spot and local totals forthe years '61 through '65

(for more details on thisunusual revision, see theanalysis of FCC data else-where in this issue).

The FCC revisions showed that,for the five-year period,

spot was understated andlocal was overstated. Since

"barometer" figures for '66were projected on the basisof '65 FCC data, they were

similarly affected.

Adjusted according to the FCCrevisions, the "barometer"total for spot was $846.2

million in '62, compared with Totalthe FCC figure of $871.7

million, a difference of 2.9per cent. The adjusted

"barometer" total for local business in "66 was $357.1 million, compared with theFCC figure of $346.4 million, a difference of 3 per cent.

Revised Data -Spot, Local. Compensation Revenue

JartUary

National Spot

1966 1967

$55.8 $57.3

Local Sales

1966 1967

$23.9 $26.0

Com pensatio1

1966 1967

$19.0 $19.4

February 66.2 70.3 21.6 25.7 18.6 19.0

larch 77.6 77.8 29.1 33.7 21.0 21.0

l pull 75.0 71.1 29.8 30.8 20.7 21.1

flay 76.7 79.9 29.8 31.1 20.5 20.8

Ione 72.3 66.8 26.3 28.2 20.3 18.7

July 62.8 24.6 19.8

August 63.6 23.6 19.8

September 74.1 27.7 20.5

October 90.7 35.7 21.7

Norember 89.8 37.8 21.0

llecem1m.r 67.1 33.2 21.3

s:;71.7 million $346.4 million $211.2 million

In comparing half -year totals for '67 vs. '66 in spot, local and network compensationrevenue, the adjusted figures reveal trends already pinpointed by previous"barometer" data published this year. Spot revenue is just about even with lastyear -$423.4 million in '67, compared with $423.6 in '66. Local billings throughJune are $175.5 million vs. $163.8 million last year, while network compensationis $120.0 million ('67) vs. $120.1 million ('66).

Next issue -a report on spot business in July.

rop,righled of TH 1.1 1.111\ tl.F. Bu.ine.. Barometer i. bawd on a crass -section o1 .rations in all income and geographical categories.Information i. tabulated b Hurt & Bradstreet.

Tele! tsimi 1ge. September 1 I. 106717

'S

wonderwhatever

became ofGood Old Roger?

You remember Roger-the kid in the media department.You know-the kid.who alwaysasked all those questions.

That's right! The eager one.Always had his nose buried in astack of figures or a trademagazine-usually Television Age.

Good Old Rogerbecame the boss.

Yep! He's still asking questions.Still watching the figures . . . stillreading Television Age.

Only, now he's runningthe show.Come to think of it. He was asking

about you the other day.Why don't you call on Roger

with your message in Television Ageso good old Roger doesn't have to

wonder whateverbecame of you?

Television Age

ELEVISION AGE MEETS THE NEEDS OF THE PEOPLE WHO SPEND OVER

-"-trap4

Al51,000,000,000 IN TELEVISION ANNUALLY

OPINIONATEDGUY!!!

WCCO Television Editorialist George Ricepioneered the TV editorial in the Twin Citiesarea, beginning in June 1959. Sincethat time he has offered opinions on morethan 3,000 different subjects.

His editorials are part of the Noon and 10 PMNews on Channel 4 and continue to be theonly regularly scheduled television editorialsin the Minneapolis -St. Paul market.

THE DIFFERENCE BETWEENGOOD AND GREAT INTWIN CITY TELEVISION...

Color Over EuropeAfter a six -year war over line

standards that at times seemed to belike The Thirty Years War in theway it set European governments atlance point with each other. color tvis at last on the air in at least onepart of Europe.

Not surprisingly, the first Euro-pean nation to inaugurate a colorservice is a technological innovator-West Germany. Yesterday Germany;tomorrow, Britain, and Holland. TheNetherlands will have a three-monthjump on the neighboring islandacross the North Sea, when Dutchtv kicks off September 21. Already.however, there has been color tv inHolland. It's been coming in fromGermany since August 25, whenZweites Deutsches Fernsehen wentpolychrome as fillip to the annualRadio and Tv Exhibition in WestBerlin. The next night, Germany'sfirst network I ARD ) went color too.

Belgians with color sets have beencatching the German color shows too.The catch is that there are not manyBelgians with color sets, nor Hol-landers, nor Britons. But 30,000 colorset .. estimated to be in operationin Germany.

Goodman's Speech. At the radio -television fest in Berlin, NBC presi-dent Julian Goodman said that "it'sa task of broadcasters and politiciansto show that global color communica-tions, intelligently 'administered, canneutralize the perils of parochialism,and perhaps some day nullify them.

"Germany." he said, "may be ableto avoid the early years of uncer-tainty and groping that attendedcolor development in the U.S.. be-cause European systems will beginwith a backlog of technical assuranceand expertise.

"What's more," Goodman told theGermans, "you're starting off with agreater volume of color program-ming than NBC presented back in1954.

"It's clear," he added, "why pro-jected set sales figures for your firstyear of color tv exceed the totalnumber of color sets in America afterour first three years."

THE WAY IT HAPPENED

GOODMAN IN BERLIN

Newsfront

Predicts Big Impact. From that,Goodman predicted color would havea dynamic impact on the economiesof Europe starting in the 1970s.

Of course, Goodman's expectationsonly hold good for those economieswith commercial tv. In Europe, that'sonly Italy, Spain, Germany, Austria.Portugal. Finland, Switzerland, Brit-ain and Ireland. But not France.Holland, Norway, Sweden, Denmark.Greece or Belgium.

Currently, the French Chamber ofDeputies is discussing opening up ofeither of the two French ORIF net-works to commercials. Odds are nogo-ahead will be given. Of course,a slight stimulus to any Europeaneconomy may be given by the sales ofcolor sets.

But for those Europeans who arenot Germans, flush with the results ofan "economic miracle," color setsare hard to come by. In Holland, forexample. color sets are selling for$800; in France, for $850.

Color In England. BBC will bekicking off color on its second uhfnetwork in December. (Hong Kong,with the new consortium runningHKTVB, turns to it in October.) TheSoviet Union goes to color on No-vember 7, as an electronic extensionof the pyrotechnics attending the50th anniversary of the BolshevikRevolution.

To promote polychrome. the BBCis sending a roadshow out to theprovinces starting September 25 toherald the advent of tint. However.the roadshow, tied in to sale of colorsets, won't hit Scotland until afterthe color premiere air date. The showwill play Manchester and Leeds inNovember, Newcastle, Birmingham,London and Bournemouth I where thewell-heeled retired old folks are), inOctober, and Croydon. London sub-urb. this month.

Across the Channel, France is pre-paring proud panoplies for the prem-iere of color October 1. Photo-graphed at Versailles, a biography ofLouis XIV by Roberto Rossellini willlend a proper air of Gaullistgrandeur. More frivolous will bemusical comedies produced by Jean-Christophe Averty.

Spanish Tinted Tv. Before longcolor will come to Spain, whereplans are afoot to go color next year:to Sweden ('69), to Poland ('69),and, by decade's end, Italy, Ireland.Denmark, Belgium. Czechoslovakia.Yugoslavia, and Switzerland.

In 1971, a number of other Euro-pean countries are expected to gocolor: Finland, Norway, Austria.Hungary, and East Germany. Thefollowing year, Monaco and Luxem-bourg are to go color, a delay whichleads observers to ruminate over theeffects of the black -and -white 'adver-tising from the stations I Tele-Monte-Carlo, Tele-Luxembourg) in theprincipality and the duchy penetrat-ing a France already blase over color.

Portugal plans to go color in 1973.Greece, in 1990. The Greeks have yetto go on properly with black -and -white.

Color video. as has been madeclear by many, is more than astatus symbol, more than the mono-chrome transmitter or the nationalairline new nations set up soon asthey've chucked out the colonialgovernors. Said Goodman, "It in-creases the viewer's desire to watchprograms; it strengthens his com-prehension of the program hewatches; it deepens his emotionalinvolvement in what he sees."

Goodman also predicted, in histalk to the Berliners, an increasedmarket for German programs, colorthis time, in the U. S. That wouldbe a short step up from zero, but foran occasional satellite relay. Good-man foresaw, however. that amplifiedsatellization would bind new worldto old by myriad threads, all bright-ly colored: "The day will come whenthe terms "color television" and"global television will not describeseparate and special dimensions oftelevision; they will describe tele-vision itself."

Television Age, September II, 196721

View from. TokyoWhere do children of all ages uni-

formly agree that Bewitched is theirfavorite tv program? And where isPopeye the least -liked show amongkids?

Tokyo.These and other facts about what

Japanese youngsters think about U.S.tv shows come out of a recent sur-vey among about 1,100 Japaneseschool children from 10 through 17.The study was conducted in Tokyoby the National Audience Board andthe Japanese Teachers' Council forBetter Tv Programs.

Bewitched heads the list of 10most -liked programs. The others, inorder of preference, are: Time Tun-nel, Jericho, The Fugitive, The Lit-tlest Hobo, Andy Williams Show,Girl from U.N.C.L.E., Flipper, IDream of Jeannie and Rat Patrol.

Best Show. For some unexplainedteat.on. the best -liked show kept itsNo. One ranking even when the re-sponses were tabulated by three agegroups -10-12, 13-15 and 16-17. Oncepast the top spot, however, differenc-es emerged. Second and third rank-ing shows among the youngest groupwere Flipper and The Littlest Hobo.Among the middle group it was TimeTunnel and Jericho. And among theoldest it was Andy Williams and TheFugitive.

Again, in the case of Popeye, itwas least -liked by all three agegroups. Further, it led as the least -liked by a wide margin. And finally,all age groups agreed that the nexttwo ranking shows in the least -likedcategory were Batman and MightyHercules.

As might be expected, the sameshows sometimes popped up in boththe best -liked and least -liked listings.Included were I Dream of Jeanneand The Fugitive.

The children were also asked toname programs they wanted back onthe air. Heading the list: Man fromU.N.C.L.E., Burke's Law, Laramie,Lassie and Leave it to Beaver.

Chief complaints from the youngrespondents about the two programsthey favored least were "not en-tertaining" and "cheap production::Bad dubbing of programs in generalwas a major overall complaint.

Purpose of the survey was to pro-vide the teachers' council with use-

ful ammunition in their regular meet-ings with the three Japanese net-works. The aims of the teachers'group are to make television fare inJapan more suitable for children andmore in line with Japanese tradition.

About 340 programs of 10 minutesor more are aired each week on thefive channels available in Tokyo from6-11 p.m. About 50 of these areforeign. Kazuo Monma. executive di-rector of the council, said that despitethe "considerable number" of foreignprograms, there has been no attemptto evaluate public opinion about theseprograms, Japan learned about theactivities of the National AudienceBoard through articles by HajimeIshii, an official of the Asian Pro-ductivity Organization. Ishii is oneof the founders of the JapaneseAudience Council, which was organ-ized along the lines of the NAB. Hisarticles about the board appeared inChooshisha (The Audience), thecouncil's publication.

Culture Corrupted? As in the caseof nearly all countries affected byU.S. culture, Japan is concernedabout the preservation of its tradi-tions. Writing in The Viewer, theNAB's publication, Monma posed twopositions that might be taken on thissubject. One, that Japanese cultureis being corrupted by Western cultureas represented by the U.S. (and par-ticularly U.S. tv) and that steps mustbe taken to preserve it. Two, thatas modernization progresses, the cul-tural traditions of individual coun-tries will disappear, so why not goalong with the trend of the times?

Neither position is completely ac-ceptable, said Monma, but both havemerit. He stated, "Internationalbroadcasting networks are being per-fected so that the time is now ap-proaching when one will be able toview events on television the instantthey happen-anywhere. I feel thatthrough the medium of television theenormous advances of science willbring the world more and more to-gether in progress toward unifica-tion."

But, he adds, it will not do forJapan to "hastily accept so much ofAmerican culture that it throws awayits own jewels."

Through viewing of U.S. pro-grams, he went on, the Japanese,"whose television viewing is secondonly to the Americans', without be-

ing in the least aware of it, are in-creasing our understanding of andfamiliarity with America." Monmafinds that U.S. programs act as astimulus to Japanese producers andpoints out there is even criticism thatthey are becoming blindly imitative.

He concludes there is no simpleanswer to whether U.S. tv is destroy-ing Japanese culture traditions. "How-ever, at the present time I do not seeany destructive trends serious enoughto cause that much concern."

Monma was pleased with the re-sults of the survey. "After reviewingthe opinions," he said in his reporton the study, "It becomes obviousthat the children possess more dis-criminating taste and more superiorjudgment in evaluating tv programsthan adults expected to find." Henoted that the negative verdict onPopeye came as a surprise to adultsand pointed out that the reasonsgiven for disliking it differ by agegroup. The elementary and juniorhigh school students said it was "notentertaining," while "cheap produc-tion" was the common reason amongsenior high school students.

The widespread criticism of dub-bing in the study was not aimedsolely at its quality. Some of theolder students felt that it was notnecessary, saying they preferred theoriginal language spoken in the show.

There was also considerable criti-cism about programs considered un-suitable to Japanese tastes. The chil-dren commented on differences inmanners and other habits of every-day life. It was pointed out, for ex-ample, that ways in which affectionand love are expressed differ inJapan. They also commented on thedifferences in humor, particularly incomedies.

Council Meetings. The teachers'council holds meetings every threemonths with the Japanese networks.A dozen meetings have been held sofar. At a recent meeting, about 30educators met with about 10 writersand producers of children's tv pro-grams from the Tokyo BroadcastingSystem and the Nippon TelevisionNetwork Corp.

Theme of the discussion was whatchildren think about home dramas.The teachers brought out the pointthat many children feel that the livesof children. on tv shows are oftennot like those of real children.


In Eastern Michiganeverything points to FIVE

as the News Source mostpeople watch most often.

TV -5 . . . the "first" hand with everyonein Eastern Michigan.

Here's the big news on a BIG market: 1,632,500 Buy -minded people $4,178,471,000.00 spendable income 470,800 TV Homes 32nd in the nation in total retail sales Michigan's 2nd Market

(2nd only to Detroit)

Represented by the Edward Petry Co.Figures based on Sales Management's 1966 Survey of ry Markets with updated Survey of Buying Power figures

WNEM TV"Your Good Luck Station"

FLINT- SAGINAW- BAY CITY- MIDLANDALL EASTERN MICHIGAN

1


In today's fast -paced world .

.. w

herethe ga

between continents and their ideologies

1,

shrunken by globalcom

municatrns .

..

tht

need for truth emerges greater then ever. P

eo

ple want to know

! And, in H

ouston, KP

RC

New

:

provides them the Lac*. w

ith the first word ir

news all the tim

e. Corpistently honored by it

I,

peers for excellencebroadcast journalism

KP

RC

and KP

RC

-Tfiave w

on more m

ajornew

s awards than

other Houston station:

combined. T

ruthfully...

Houston's top new

station!

CH

AN

NE

L

NB

C in H

ouston rprsntad ntionally by Edw

ard Nary &

SEPTEMBER 11, 1967

11141-

The dyna is ediumI

A full measure of news erent,.spiced with controversy,is spurring tv coverage

of world happenings

T he total impact of a news medium is not easyto pin down but tv can marshall a host of argu-

ments that point to its ever-increasing role in jour-nalism. This dynamism can be seen on a numberof levels-in public opinion polls, in the growingvolume of news programming, in the ballooningsize of news staffs, in the use of color and, ironic-ally, in the criticism leveled at the medium overits coverage of the civil rights riots of 1967.

Fueling tv's role have been, within the past fewmonths alone, a good quota of dramatic runningnews stories. Besides the riots, there was the Mid-

east war and the heating up of the domestic disputeover the Vietnam conflict.

Some of the rise in tv news activity is the long-term effect of the half-hour network news strips.These have increasingly become the base aroundwhich stations have bolstered local coverage. And.as indicated elsewhere in this issue, the stationsthemselves are making sizeable contributions tonetwork journalism by supplying newsfilm aboutlocal events of national importance.

The current pressures on tv to "cool it" whencovering racial disorders are an uncomfortable

Television Age, September 11, 1967 25

iH

Newsunder fire

Efforts to shackle tvcoverage are increasing

says new RTNDA

president

By JAY CROUSE

This year may well be known asthe year of "open season" on

broadcast news. The continuingstruggle over free press -fair trialfigured prominently in the early partof the year, and appears headed forsome sort of showdown when theAmerican Bar Association's House ofDelegates convenes in Chicago nextFebruary.

The importance of this controversy-and make no mistake about thatimportance-became lost for a timein the welter of charges and outrightfabrications that grew out of broad-casting's coverage of this summer'sriots. Unless the industry is success-ful in fighting off the imposition ofrestricting codes, covenants, pacts,agreements or what -have -you fromoutside sources, the question of"Where do we go from here in de-veloping broadcast news?", couldwell be reduced to "Where will webe allowed to go, where will we bepermitted to operate?"

Improbable? Television has beensingled out as the principal offenderamong media in the alleged over-playing of racial violence by sena-tors, congressmen, newspapers andall the rest to such an extent that the

28

man -in -the -street is viewing withalarm and concern what we're beam-ing into his home.

Missouri Republican Rep. DurwardG. Hall has the dubious distinctionof leading this charge. In July,Representative Hall espoused the con-tention that media, especially the"instant media," could contribute toriots by giving time to direct appealsfor violence. He was followed byLouisiana Democratic Rep. HaleBoggs who cited, "the tremendousimpact of national television," addinghe was "amazed that our vehicles ofcommunication would use their timeand effort to put agitators on nation-wide television to spread this kindof disorder and incite people to riotin our country."

The ranking minority member ofthe Communications Subcomm'ttee,Pennsylvania Republican Sen. HughScott, fired off letters to all the net-works and two wire services urgingthe development of a riot coveragecode. The senator acknowledged that,"such a code must be consistent withfreedom of speech." But, he added,"Concentration on the sensationalaspects of the situation and the fre-quent broadcast of appeals to riot byextremists raises a serious questionas to the editorial responsibility andthe discretion of the media." Hestated the belief that the news media,in many instances, inadvertently con-tributed to the turmoil.

West Virginia Democratic Rep.Harley Staggers is on record favor-ing hearings on the charges that."tv coverage of statements by theStokely Carmichaels and the H. RapBrowns contributes to riots," and."early coverage of disturbances helpsthem grow into full-scale riots."

There were others, but they fol-lowed the same vein. And the importof their comments is plainly evident.Any congressional investigationwould be aimed in the direction ofshackling broadcast news with newfetters, new restrictions that wouldonly serve to deprive the Americanviewing public of a prime source ofinformation.

Does anyone honestly believe thatthe Carmichaels or the Browns aregoing to disappear if they are ignored

Responsible coveraof riots (top, scefrom Newark) a

access of tvcourt trials (b

tom, Dr. CCoppolino) are iss

facing tv newsm

by broadcast news? On the otherside of this coin is the propositionthat a certain amount of public pro.tection accrues from accurate report-ing of conditions or situations asthey develop.

Suppose, for example, there hadbeen no reporting at all of the riotsin Newark or Detroit. No reportingby any media. News of these eventsmost certainly would not have beenconfined to these two cities alone.We in Louisville would have learnedof the events just as citizens in Dallas,San Francisco, Portland. Ore. orPortland, Me. But what we wouldhave heard would have been a farcry from what actually transpired.Let's be honest about this. Broadcastnews can make the best contributionby complete reporting of all phasesof a given situation, whether thatsituation be a disturbing one. suchas a riot, or a re -assuring event.

The false charges that have beenhurled by the print media are thehardest of all to counter becausemost newsmen know better. TheWashington Evening Star identifiedtelevision as the "principal offender"among media in the overemphasis ofracial violence in an editorial lastmonth. The paper charged: "Whyshould representatives of a tv net-work, as was the case recently inCambridge, Md., `confer' with dem-onstrators to have them advancetheir demonstration by two hours sothe films could be flown back to NewYork for the 11 p.m. 'news' show-a show which left the impression withthe viewer that he was seeing a filmof a spontaneous demonstration?"

Why indeed? As has been pointedout, the incident never occurred.The Star's editorial writer apparentlybelieved a story in a previous edi-tion of the paper. And this story wasapparently about a report of an in-cident that may have happened sev-eral years ago.

Unfortunately industry spokesmentoday must spend a disproportionateamount of their time defending irre-sponsible and uniformed attacks. Acorollary here is that unless broad-cast news finally establishes itself ona par with print media as far as

(Continued on page 70)

29

Progressand

problemsThe three network

news presidents review

accost plish in en ts and

tackle questions aboutproper news treatment

ELVER II . LOWERpresident. IBC News

In October of 1962, most Ameri-cans had a pretty good picture of

Adlai Stevenson. And why not?Twice a presidential nominee, aleading spokesman for his party,now U.S. Ambassador to the UnitedNations, Stevenson was a familiarfigure. And his image? Well, hewas respected, respectable, and so-phisticated-a few cuts above therough-and-tumble of the politicalarena. In fact, said many observers,that was the trouble. Adlai Steven-son had no bite.

Could this 10 -year -old image bealtered in one day? To a large ex-tent it was. For as the Cuban mis-sile crisis erupted. Stevenson con-fronted the Soviet delegate in a Se-

kr

li

pk

Ce

r.

RICHARD S. SALANTpresident, CBS News

News is a special kind of tele-vision. It's not bound by box

office imperatives, such as audiencesize. It must be divorced from out-side controls. It must perform a

function of value to the public,rr hether the public likes what it seesor not. You might say that some-times the more the public dislikeswhat it sees, the better the news. And a

yet the public must be drawn to the k

news by some effort to make it ap- k

pealing.You can't be concerned with

counting the heads in your audience a

%Oren planning your news program-ming. Journalism has built up stand- at

arils over the years and these should at

not be subject to the moods and io

WILLIAM McANDREWpresident, NBC News

The two most important runningnews stories during the past year,

Vietnam and racial turmoil in ourcountry, are almost certain to keepcorrespondents and cameramen busyin the months ahead. ti

Not only can we expect them tocommand attention in their ownright. but, in addition. they will helpto shape the biggest news story ofall-politics. The domestic politicalstory is the skeleton on which allnews is built.

It's a continuous, repetitive story,but it's one that changes and developsconstantly. The war in Vietnam ispart of it, and so are taxes, andprices in the supermarket, and riotsin our cities. It's the only story we

O


curits Council session and chal-lenged him to say whether Soviet mis-siles were-or were not-in Cuba.Thescene will long be remembered-Stevenson shouting at the Russian:"Are there. or are there not? Don'twait for the translation-answerright now." The Russian, grinning,nervously laughing. obviously cor-nered. and there was the answer.

This scene took place-live-ontelevision. It was repeated on news-casts, on special programs, and itwas invariably part of the television

ii tributes to Stevenson when he died.I'That scene to a very remarkable ex-tent changed the whole image ofAdlai Stevenson. It could only have

ihappened on television.

passions of the time nor what thegreatest number of people want atany particular moment.

If you asked people what theywant to see on the news, they mightvery well say. "Don't depress us withsad scenes of our boys dying in VietNam." Or. they might say, "Show-ing pictures of racial rioting willonly encourage others to riot. Don'tlend your power to anti -socialforces."

So audience size can't be the testfor us. Maybe being able to look atourselves in the mirror each morningis one test. I don't mean that ratingsare absolutely disregarded. If ouraudience is so small that we're yell-ing down a rainpipe, then we ought

On Sunday in March of 1965 Ne-groes in Selina, Ala., prepared tomarch to the state capitol. At thatpoint in our history civil rights wasa growing issue, but an amorphousone, and no one incident had as yetcrystallized the problem. There werenewsmen present as the Negro marchout of Selma began and there werestill camermen, but most importantthere were television film camera-men.

The march was broken up by Sel-ma police, and the aftermath. withits picture of injured bodies strewnover the street. had a sharp impacton the public that viewed it on net-work television that night. Everynews medium reported on what hap -

pened in Selma that day-but onlytelevision could have given it theimpact it did.

Telex ision did not distort whathappened in Selina-nor what hap-pened in the Security Council. Itmerely showed what happened-butit is the nature of the medium that itunderlines the exceptional.

And it was no accident that tele-vision was there when Stevensonmade his attack on the Russian posi-tion and when the Selma marchturned violent. We had been coveringboth stories. often live, on a fairlycontinuous basis.

With television now moving rapid-ly into its third decade as a mass


to be concerned.We certainly need an audience if

we're going to communicate. But itnever comes down to that in actualpractice. I can't recall any decisionwe've taken where the presumed sizeof audience was a factor. If youpractice good journalism, you'll getan audience. If the audience happensto be real big, that's gravy.

Of course. we'd be very happy ifadvertisers were standing in line tosponsor anything we offered. But weshouldn't have to worry about that.And we don't. We have a budget andthus. no economic concern. I don'tknow whether we make money onour advertisers or not. I don't reallycare. That's a matter of corporate

policy.Our only contact with the sales

people is through one sales liasonman. His purpose is to keep abreastof what sales is doing and to let thesales side know what we're doing.

But there's another side to thecoin. And that's responsibility.Broadcast news has to bear the bur-den on two levels: from the point ofview of good journalism and fromthe fact that we are licensed by thepublic. That means we must be oh.jective. that we must reflect major

iewpoints.What is objectivity? I suppose in

the final analysis that the answer isa philosophical one. The question is


must cover all the time.Because we are heading into an

election year. the political story willbe of even greater concern to thenetworks' news divisions. By thetime its climax-Election Night-isreached. NBC News alone will havespent millions of dollars and millionsof man-hours in coverage of the pri-maries, national political conventionsand campaigns.

The networks' special coverage ofthe election story is already under-way. NBC News analyzed the Re-publican Party in a documentary.The Loyal Opposition, last July 5.Scheduled for this fall is a one -hourHuntley -Brinkley special report thatsill shore that the 1968 Presidential

campaign started a year early as aresult of the riots in Detroit.

All of us at NBC enjoy electionyears in spite of the burden of workthey bring. I have been deeply in-volved in every one of them since1936. and I look forward to this nextone with the same enthusiasm I feltwhen Franklin D. Roosevelt was seek-ing his second term.

I think one reason why televisionjournalists enjoy covering the elec-tion year developments is that it isnatural to like doing things one cando well.

The election year was made toorder for television. No other me-dium can equal television in givingmillions a sense of participation in

the election story. There is no betterway to make personal evaluationsof the candidates than by seeing andhearing them in action on the cam-paign trail.

The television screen provides abetter understanding of a nationalconvention than could be gainedfrom a front row seat, because tele-vision news not only covers theevents in the main arena-the speech-es and demonstrations-but also goesbehind the scenes where more im-portant things are likely to be hap-pening. And, on Election Night,viewers get their information on allthe major races with the utmost speedand accuracy.


Tele, September II, 1967 31

Tv's risingWashington

statusCongress resisted rise

of broadcast press buttoday video reporters are

the fair-haired boys

By WILLIAM SMALL

It was Joseph Pulitzer who said thataccuracy is to a newspaper what

virtue is to a lady.It was Adlai Stevenson who added,

"but a newspaper can always printa retraction."

Newspaper men in Washington areslowly retracting some of the pre-cious myths of past years-mythsabout the competition, television. Notwithout traces of bitterness do theynow concede that a few televisionreporters are "good enough" to workon a paper. Even more damaging totradition and galling to ego, theynow grumble about the growing in-fluence of electronic journalism inthe nation's capital, about television"taking over."

Once newspapers complained oftelevision as a nuisance with thoseeye -squinting lights, those never-ending cables, and those untrained,naive, golden -voiced correspondents.Now the newspapers complain oftelevision as a different kind ofnuisance with those specially -timedappearances by news sources, thoseaccommodating favors, and thosepampered, much -courted ( still golden-

voiced) correspondents.There was a day, less than 30

32

years ago, when a network reportercovering Capitol Hill had no moreprivileges than a tourist. He couldwalk the Congressional halls butcould not enter the Press Gallery.He could sit in the balcony (in theunreserved section) but was boundby the rule banning the taking ofnotes except in the press section.

Today, the network reporter inWashington finds things different.There are studios just off both Houseand Senate chambers with directaudio lines, occasional live televisioncameras and daily film activity. Agallary staff serves him and specialseats are reserved for him in thatbalcony where he now can take noteswithout leaving the chamber.

In fact, if that reporter is peri-patetic enough, he'll find that hisnetwork has similar facilities avail-able at the White House, the StateDepartment, the Pentagon and, onoccasion, in almost every federalagency, airport facility, historicalsite, and-when needed-every hotelin Washington. In the more frequent-ly used locations, lines are permanent.In the others, installation is quicklyarranged.

How actively is the capital cov-ered by television? The networktelevision "pool" averaged morethan one remote every two weekslast year. Individual networks hadfully as many "unilateral" televisionfeeds.

The network pool also assigns"mults" to facilitate audio pickupsand minimize the number of micro-phones placed before Presidents orU.S. Senators in committee. Lastyear, over 550 such "mult" assign.ments were made.

These are minor manifestations ofa growing truth: in terms of newscoverage by television, there is moreactivity in Washington than any-where else in the world. The excep-tions are during those temporaryperiods of feverish activity in citiestemporarily housing a political con-vention or where there is a race riotor other natural and man-madedisasters.

The heart of broadcasting remainsin New York and most news produc-


sus

Top. first use pickupfrom Senate gallery.L. to r., II. R. Baukage,Robert McCormack, RichardHarkness. Left, CBS'Roger Mudd discussesCongress. Above, NBC'sNancy Dickerson with

33

1

Of newsand

lead-insMil study analyzes the

effect of late -evening

network programming

on the late news

Among all the time periods of net-work programming that local af-

filiates scan carefully each year, thereis one that receives special attention.That's the period which precedesthe segment most local stations setaside for news.

The reasons are dear. First, sta-tions are conscious that their localnewscasts go beyond the values ofpublic service programming withgood advertiser appeal. Those whichscore audience successes have a ma-jor impact on the station's image inthe community. News provides themeans by which the station canachieve a vital link with its viewers.

Secondly, stations know that thebattle to attract a good news audi-ence is made easier when a highshare of viewers is already tuned tothe lead-in show.

It would be a mistake, however, forstation programmers to comfortablyassume that in building a newscastaudience the lead-in is everything.In fact, much substantiation can beoffered to show there is no singlepattern to news audience success, un-less it is to combine the best of allthe many elements which make anyprogram successful.

Nevertheless, lead-ins must betaken into account. This is indicatedby observing the audience resultsfrom a random selection of anygroup of markets throughout thecountry. The American ResearchBureau selected for TELEVISION AGE12 three -station markets, three ineach time zone, from the March,1967, nationwide sweep and analyzedthe audiences for the late -eveningnews periods in connection with theirlead-in and following programs. Thedata were analyzed separately fortime zones because late news timesdiffer -11 p.m. in Eastern and Pa-cific Zones and 10 p.m. in Centraland Mountain Zones.

An average of Monday -through -Friday late -news segments showedthat two of the three network -affili-ated station groups tied for the leadwith identical ratings of 15 (seechart). Significantly, the same twostation groups also tied in averageratings for lead-in programs, whichwas 21. In eight out of 12 markets,the leading late news show was pre-ceded by the leader in its time period.

Thus, there is strong evidence of arelationship between lead-ins and latenews. There are obviously other fac-tors and the figures shown could benothing more than a coincidence. Itmight well be that the stations withthe highest -rated network shows hap-pen also to have the most appealingnews shows. However, since 60 timeperiods were involved (12 stationstimes five days), a certain amountof what researchers call "washingout" may take place, that is, factorswhich would upset the relationshipbetween lead-in and news periodaudiences are likely to be offset toa certain extent by factors whichsupport it.

Following Programs

The figures also pointed up a re-lationship between the late news andthe following programs. In nine outof 12 markets, the five-day averagesrevealed that the leading news periodrating was followed by a top -ratedshow in its time period.

When the data are looked at moreclosely, the picture is a little differ-ent. An analysis of the 60 time pe-

riods shows that the leading newsshow was preceded by the top pro-gram for the lead-in period in 34cases, or a little over half. In addi-tion, 16 of the 60 leading news pro-grams scored ratings in excess of thelead-in program, indicating that a

good news show can attract addi-tional audience to a station at a

difficult time (that is, a time whenmany people are going to bed).

If the chances are about 50-50that a top -rated lead-in is followedby a top -rated news period, then itcan be argued that there is no neces-sary relationship between the two.However, it should be pointed outthat in many cases rankings weredetermined by only 1 or 2 ratingpoints and that when there are widedifferences in ratings the impact ofthe lead-ins is more noticeable.

For example, on Thursday nightIII three of the time zones, the one -

o -three ranking in lead-ins wasfollowed by the same ranking forthe news period. These were the onlyinstances where this occurred andthe rating gaps for the lead-ins weremuch higher than average. The net-work lead-ins at this time, in orderof ranking, were The Dean MartinShow (NBC), The Thursday NightMovie (CBS) and Stage '67 (ABC).

Influence of MoviesThere is a popular belief, says

ARB, that certain program types,such as movies, will insure a strongnews audience. Since movies precededthe news in 47 of the 60 periodsanalyzed, the research firm studiedtheir effect as lead-ins.

It was found that (1) in 36 percent of the cases, a leading moviewas followed by the leading newsprogram, (2) in 21 per cent, themovie led but the news program didnot, (3) in 13 per cent, the moviedid not lead but the news programdid and (4) in the remaining 30per cent neither movies nor news ledin their respective time periods. Con-clusion: no relationship betweenmovies' and news' audience levels.

The ARB analysis also pointed upthe effect of clock time on late newslevels. In the Eastern and PacificZones the lead-in show averaged a

3 t Television Age, September 11, 1967

17.7 rating, the news segment a 10.1and the following program a 5.6.Thus, news audiences were roughly70 per cent off from the networklevels. In the Central and MountainZones, the comparable figures were20.5, 17.3 and 10.0. The loss fornews is here about 15 per cent.

The clock time difference betweenthe coast regions and the centralsections has another effect of interestto buyers of news. And that is thedegree to which viewers of the early -evening news also watch the latenews.

ARB analyzed two stations in dif-ferent time zones and found that ona West Coast station the per centof early news viewers who alsowatched the late segments clusteredaround 10. For a Midwest station,however. the figure ranged between40 and 50 per cent.

Audience Loyalty

Another facet of this situation re-vealed by ARB research is that,among the 12 markets analyzed forlead-in impact. the leading late -newsstation was also the leader in earlyevening news. This may be relatedto the widely held view that oncea station is a leader in news ratings.it is difficult to shake it loose. Iftrue. it is probably connected withthe notion that habitual tv viewingto a station is due more to newsprogramming than any other pro-gramming area.

Some notion of this loyalty canbe gathered from data on frequencyof viewing to news strips. ARB findsthat this generally runs between 2.5and 3 segments per week, with 2.8 agood rule of thumb.

All also analyzed the day-by-daypopularity of late news and founda variance by time zones. In theEast and Pacific Zones. Friday rankshighest of all weekdaNs. with Thurs-day and Wednesday following in thatorder and Monday and Tuesday tie-ing for last place. In the Central andMountain Zones, the top day wasThursday. with Wednesday, Monday.Friday and Tuesday following in thatorder. There is no direct relationshipbetween the best -day ranking forlead-in periods and those for news.

C)

4a.

News audiences: two aspectsLead-ins and Late NewsMonday -Friday average ratings, 3 markets each zone( News periods: 11-11:30 Eastern and Pacific Zones,10-10:30 Central and Mountain Zones)

ABC CBS NBCLead-in News Lead-in News

14

21

I16

Lead-in News

19

14

25

11922

17

16

1918

21

-117

11

5

17

24

13

11

21

15

21

15

Early and Late News viewingPer cent of homes viewing early news who also views late news

Mon. Tues. Wed. Thurs. Fri.

A West Coast Station 9 10 10 11 1.1

A Midwest Station 42 50 42 49 42

Source: ARR. March, 1967

Teleti.siim ,4ige. September 11, 1967

Uleand theEastern Iowamarketareepiphytic

We derive nourishment fromthe air. And supply it-to a marketwhich also derives tangible suste-nance from industry and agriculture(mostly the former-the ratio wassomething like 3 to 1 in 1966).

If your impression of Iowa isbased on the touching but incom-plete sentiment of a well-knownsong ("That's where the tall corngrows"), consider:

Less than 30% of Iowa's laborforce is directly employed in agricul-tural production. The other 70%contributed to Iowa's $10.2 billion of

industrial output in 1966. Factoryemployment averaged better than200,000 a month in 1966. Of For -

TheMINT

StationsMail Address: Cedar Rapids, Iowa

WMT, WMT-FM, WMT-TVKWMT, KWMT-FM, Fort DodgeRepresented by The Katz Agency

tune's top 500 firms. 115 have Iowalocations.

The Eastern Iowa market(WMTland) contains 60% of Iowa'spopulation and buying power. It in-cludes Cedar Rapids, Iowa City,Waterloo and Dubuque-four ofIowa's largest population centers.

Practically the only unemployedfolks in our market are job place-ment specialists.

Check the Katz Agency, our na-tional representatives, for further

information.


A PROGRAM MAN'S . . . Viewpoints

The Fine Art of Predicting Ratings

I n this publication, and in almost every other tradebook on television and advertising, there have ap-

seared various sage predictions about the coming tele-ision season.Some of the prognostications are made by computers.

Togrammed by mortals, and some have been presentedy methodical researchers using past records and some-ne's opinion of the new pilots. They all are for theirds.

I In the first place any schoolboy can make certainaccurate predictions, armed with the facts of past per--13rmance, time period expectancies, and probabilitiesf audience splits between networks.

t The real killers are the new shows. No one canccurately predict the success of a series from a pilot-

; articularly without reference to its environment andie next few episodes.

I The predictors always cite their averages. Since theI atio of the networks is pretty constant they onlyave to balance their predictions with that ratio andley average out all right.

But who ever bought a schedule on averages? Theoor bugger who buys has to guess on specific shows

specific competitive positions and that's the chafe.For example. the anti -predictions of this column are

s follows:undayWill the stories of the girl -eating bears in Yellow -

one Park cause people to keep their tasty children-om watching Gentle (man-eating) Ben? Damned ifknow.Will Ed Sullivan, back to back with the Smothers

rothers, have enough hot acts to mop up the night?Will the movies be good titles?

IondayWill Cowboy in Africa be affected by the black power

lots? Or will they just look lost?Will Carol Burnett find a format? Supporting players?

ary Moore? A new husband -director -producer? Happi-ess?'uesdayWill Garrison's Gorillas reflect the thirst for blood

mat apparently exists among viewers?Will Jerry Lewis still be looking for Dean Martin?

/ill he be able to transpose his movie success to tele-;ision with a book show?' Will Dundee and Culhane go the way of O'Brien?lirednesdayWill Custer's long locks get him the in group?Will CBS News Specials give Run for Your Lile a

inger run?Will the Beverly Hillbillies go on forever?

'hursdayWill the joke run out on Batman?Will the Bible belt boycott the Flying Nun?

Will Raymond Burr. secretly cured by the FlyingNun, ever get out of that wheel chair?

Will anyone care about a lawyer who specializes ingetting obvious murderers out of the pokey?

Will Dean Martin wake up?Friday

Will the great old movies chopped up into big bitslick the specially made kid shows?

How come all western names sound like grunts andbelches?

Will old Mother Bell ever stop amusing itself andgive the public something they want and can understand?Saturday

Will Jackie Gleason lose weight?Will Lawrence Welk contemporize his show?Will Saturday night still be the lonesomest tv night

of the week?Frivolous though this may seem, the facts are that

the real pros of show biz and television know thatthey can never predict the vagaries of the public.

There is some mystique which occurs that makes aregular viewer react to a performer or to a vehicleand never give him or it another chance.

This occurs early in the season and is generally amass reaction.

The buyer of television is paying a premium pricefor movies this year. Why? For safety, that's why.Without knowing the titles, the buyer knows that onthe whole the movies will average better than regularprograms.

Therefore, since he is being judged on the costof reaching a thousand homes, he is going to play thegame conservatively and accomplish his goal withoutrisk.

GENTLE HEN: DO BEARS EAT BOI,

The buyer who picks a new show, or a performertrying again, has the odds against him. Chances areonly about 1 in 3 that he will be successful on theday of reckoning. All new shows are a hazard unlessthey have a time period which is foolproof and therearen't many of those around.

Fatigue is another factor that is difficult to predict.Candidates for the meat wagon this year are Bonanzaand Hillbillies in the box carfigure class. But the

(Continued on page 601

gerision Age, September 11, 196737

Film/Tape Report

CBS FILMS PROMOTES BARUCH

CBS Films promoted RALI'll BA-

RUCH vice president and generalmanager. He had been vice presidentin charge of international sales forCBS Films since 1959. Baruchjoined the network syndication di-vision in '54 as an account execu-tive, became an account supervisorfive years later. Earlier, Baruch waswith SESAC, the Du Mont tv net-work, and Consolidated Tv FilmSales, a subsidiary of the Los An-geles Times.

BARUCH

As vice president of internationalsales for cps Films, Baruch directedthe syndication division's sales ac-tivities abroad, supervisin,..; 2 officesand sales representatives around theworld.

Baruch is a governor of the Na-tional Academy of Tv Arts andSciences. He is also active in the In-ternational Radio and Tv Society,Broadcast Pioneers, and the PoorRichard Club of Philadelphia.

Educated at the Sorbonne and theLycee Janson, Baruch speaks fluentFrench and German. He lives withhis wife and children in Manhattan.

Succeeding Baruch as vice presi-

dent for international sales is Wil-lard Block, who had been director ofinternational sales at CBS Films forthe past two years. Block joined thecompany in 1957 as an account ex-ecutive, became international salesmanager in 1960. Earlier, Block wasat NBC in network sales.

Succeeding Block as director of in-ternational sales is LAWRENCE B. HIL-FORD, international sales managersince March 1966.

Hilford joined CBS Films in '64 asassistant international sales manager.Before that he was with Screen Gems,as sales manager of Screen GemsI Canada) Ltd.

He started with Screen Gems as as-sistant to the vice president in chargeof sales, and later moved into inter-national operations.

MICHELE LA BELLE

Probably the prettiest lady in thetv distribution field is a young Parisi-enne named Michele Dmitri. Born in-to the film business-her father wasa representative for a Belgian theaterchain, Cobelcine-Mlle. Dmitri hasbeen chosen by Stanley E. Dudelson,first vice president of American In-ternational Tv, as Al -TV's Europeanrepresentative.

She will also continue to act asU.S. representative for the film pur-chasing office of the Office de la Ra-diodiffusion Television Francaise(ORTF.), a post she has held for thepast couple of years. Earlier. theParisienne represented Tv Cinema inEastern Europe and Africa, concen-trating on L'Afrique Latine, theformer French territories.

Mlle. Dmitri, who speaks fluentEnglish with a charming slight ac-cent. is also fluent in Russian, Italian,and of course Flemish-she was bornin Brussels-and French.

Interviewed recently on a trip toAl -TV's New York headquarters,Mlle. Dmitri spoke of the proceduresinvolved in selling film to the Frenchtv system, and to other quasi -govern-ment entities elsewhere in Europe."There's always a committee," shesaid. "So the first thing you do, al-most invariably, is to set up a screen-ing. not in the bureaucrats' offices,but in a private screening room, and

M ICHL LE

invite all those who concern them-selves with film acquisition.

"For example, if it's a children'sfilm, you must include the officialsresponsible for children's program-ming. In France, at the ORTF, there'always a committee and beyond thecommittee, there's one official whopasses on the technical and aestheticquality of the film, another who han-dles the financial dealings, yet an-other who's in charge of purchas-ing."

However complicated the proced-ure, Mlle. Dmitri reportedly hasmanaged to succeed with it. Even be-fore her appointment by AI -TV, shehad sold a number of American In-ternational properties to the ORTFand to the Swiss network.

QUICK CUTS

The marriage of Huntington Hart-ford's Gallery of Modern Art and thetv medium is getting thicker andthicker; before long the N shouldbe nodding serenely and senilely likeDarby and Joan.

Last month the mini -museumshowed the NBC News triumph ofkitsch over kulch, The Louvre, anopus distinguished by camerawork(Tom Priestleyi. but ruined bymusic (della Joio in joyless vein), byscript, (Sidney Carroll) and by or-ganization (Lucy Jarvis?). (But asthe closing line says, the museum it-self is indestructible. impervious tothe ravages of tv producers.)

Next month, the gallery plans torun the winners in Herb Rosen's In-ternational Film Tv Festival of NewYork, and this month, an Ed Sullivan,retrospective. Hartford is trying tosell his museum.

)(1'DIP Television Age, September 11, 196

This time, we decided to list theprofessional motion picture equipmentyou can't buy or rent from Camera Mart.

You say there's nothing on the list? You're right.Because if it's worth renting or buying, we stock it.

But if you should ask for sometning that we don't havein stock, relax. We'll get that for you, too. Eitherway, you get what you want at Camera Mart. And thatincludes lightweight, portable equipment. Things likeArriflex, Eclair, Colortran, Mitchell, Nagra SoundRecorders and Wireless Mike Systems. We also carryElemack and Colortran Dollies ... and battery -operatedportable Sun Guns and long range Angenieux Zoom lenses andmany more.

Now that you know we have everything, you only havepart of the story. The rest is the extra service and dependabilitythat can mean the difference between getting the job done rightor not ... service other dealers only talk about. Call us and see.

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SALES SERVICE RENTALS

relerisirm Age, September II, 1967

This is George Nakano, Film DirectorBehind him areStan BermannHerb Skoble

Tone Karnash

Herb Skoble & Associates 300 East 46 Street Tel. 867-4660

THE DIGGERS

Group W (Westinghouse Broad-casting I is syndicating a series of 40half hours on archaeology. The seriesHow It Happened, (The Story of.4rchaeology), is currently runningon Group W's KPIX San Francisco,at 6:30 in the morning, five days aweek.

The programs were produced byGroup W in cooperation with theUniversity of Pennsylvania. and weretaped by Group W's KY W -TV Phila-delphia at the University Museum.

SHAGGY STORY

Karastan Rug Mills. through AC&R.is putting a shaggy tale into some50 markets this month, a half-hourcolor film shot in South America byMilton Greene and Joe Eula for TheWool Bureau and the American WoolCouncil. In the half hour, CandiceBergen sports woolen fashions aroundSouth America. The half hour iscalled The Girl Game. Karastan issponsoring it in the markets.

EL CASO DE CASTRO

National Educational Tv is circu-lating to etvs a NET Journal onCuba filmed this past summer duringthe celebration of the anniversary ofthe start of the Cuban revolution.

Part of the footage is coverage ofthe summer's meeting of the Organ-ization of Latin American States.Castroite counterpart to the Wash-ington -dominated Organization ofAmerican States.

On camera in the NET hour areJames Reston. Wilfred Burchett. poetPablo Armando Fernandez. novelistEdmundo Desnoes. and Stokely Car-michael.

MERV-EILLEUSEIYeah. The Mery Griffin Show

skedaddled up from 98 to 115 mar-kets once it went color, toward theend of last month. Coming into thelineup to swell the strip show salestally to the 115 market point were17 stations in the U. S. and Canada:WCA X -TV Burlington. CFCN-TV Cal-gary. WIS-TV Columbia, WNYP-TV

Jamestown, WBIR-TV Knoxville, KPTVPortland, KGSC-TV San Jose, wow -TvTopeka, CVCN-TV Kimberly, CFCN-TVLake Louise, CFWL-TV Parson, KMEG-TV Sioux City, WJBF-TV Augusta,CKBB-TV Barrie, KTSM-TV El Paso,KT III -TV Grand Forks and WEAT-TVWest Palm Beach.


10 HO

Singer, as usual with its specials.Tony Bennett, et al.), will promo).he Ho out of Don Ho, around whominger is building a network specialDr telecast this coming season.But so too, it seems, will Ho work

inger along every available thread.ome 2300 Singer stores and show-ooms around the U. S. will he dis-laying a line of Don Ho Original-.censed by the Hawaiian singer'sompany. Ho -Brown Productions.nc.Of course. the display of Ho-li-

ensed Ho originals will plug the up-oming telecast. In the Ho line arcloha shirts. sunglasses. most any -sing a tourist might want to bring.ack from Waikiki.

HE MOVIES

Warner Bros.-Seven Arts chalked1) seven more sales of its VolumeII of Films of The '50s And '60s.he takers: WTRF-TV Wheeling.ITN -TV Washington. WICU-TV Eric.LEN -Tv Temple -Waco, KIII-TV Cor-ns Christi, KUIII-TV Joplin and

EC -TV Sioux City. So far theIIIIdle has been sold in 107 market-.

'UGIT THE FUGITIVE\\ lien last month Doc Kimble

upped running, on the ABC-TV net-ork in primetime, the ol' doe alsoaggered to a halt in Canada, Fin-

rid, Ireland, Britain, Spain, Mexico.tpati. Germany, Curacao, Colombia,enezuela. Peru, Panama, Costaira. I londuras. and Brazil-all)untries in which The Fugitive had?en running ever since the manith one arm did the doe wrong.But elsewhere, in countries which

ought the Kimble saga later inre game. not running it from theart virtually simultanteously with

,le U.S. network, the doe will beinning for as short as another yearr as long as two-ABC Films con -acts stipulate there's no shortcutsir the doe. Fugit. Fugit. Fugit.You lose one, you win one. As

he Fugitive goes out. in comes aew one from Canada. ABC Films

putting a Canadian tr,ame !..16)w

n the road: It's Your Move. In a.S. version produced by the net-ork syndication division in coop-ation with flagship WABC-TV Nework and Baer Joelson Productions.e show kicks off as a daytime strip

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elerision Age, September 11. 1967

on the flagship next week (Sept. 18).The format is proven; it has been

used for three years time in Canada,in two weekly half-hours on CTV;daytime and primetime versions.Now in the states it goes on video-tape, in color, five times a week.

Filinways, through FirestoneFilms Syndication, Ltd., scoredsix more sales of Pat Boone in Holly-wood, for a 22 -market tally to date.The six: KHJK-TV San Francisco,WSBK-TV Boston, xmc-Tv Houston,WSWO-TV Springfield, WCPO-TV Cin-cinnati, and a network affiliate inCleveland that wishes not to benamed as yet, perhaps to surprisethe competition.

GILLIGAN'S ARCHIPELAGO

lilted Artists Tv has hued up57 markets for Gilligan's Island insyndication this fall, as the showcomes off the CBS -TV network aftera three year run.

Pierre Weis, executive vice presi-dent of UA-TV, said the 57 markettally, attained in the few monthssince the NAB Convention last April,is a record high in syndication salesin that time.

INDEPENDENT'S WORLD

Ihr way things are going forIndependent Tv Corp., sales thisyear may top four million. ITCpresident Abe Mandell, looking san-guinely forward from a midyearsales point of some $2 million, saidthat at the present clip, sales wouldtop last year's by a third.

One reason for the success, hesaid, is that the company can guar-antee a foreign telecaster a full runof a series, even when he signs upfor it prior to world premiere inBritain. No cancellations after 13weeks, or 26, as often befalls U.S.series, sold abroad before home net-work kickoff; curtailments whichleave the foreign telecasters up inthe air.

Independent Tv Corp. launchedinternational syndication of a newSupermarionation-process series,Captain Scarlet and the Mysterians,with kickoff sales in Argentina andUruguay.

ONTO THE ROAD

V. arlicr Bros. -Seven Arts Tv,in cooperation with Israel Motion

Pictures Ltd., is marketing The SixDay War, a half-hour film, producedby Zavala-Riss Productions fromfootage shot by the Israeli Armyand from captured Arab newsreelfootage. Technical consultant on thefilm was Gunther L. Less, who hasbeen privy to the workings of Israel'sgovernment.

THE DOTTED LINE

NBC Films sold Divorce Court toeight more stations, for a lineupto date of 40 markets running thefirst -run series this fall. The eight:xcig-Tv Tucson, KHSL-TV Chico -Redding, WHNB-TV Hartford, WEHTEvansville, WDAF-TV Kansas City,WTVN Columbus, WCYB-TV Bristol,and fcrwr-Tv Seattle -Tacoma.

In other action, the network syn-dication division sold Laredo toWTVC Chattanooga and KTAL-TVShreveport -Texarkana, Laramie toWCTV Tallahassee, Richard BooneShow to writs -Tv Miami and WJCTJacksonville. Forest Rangers to wiviMiami and WDBJ-TV Roanoke, Vic-tory at Sea to WRFT-Tv Roanoke,Danger Is My Business to WHNB-TVHartford, Profiles in Courage to

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KGMB-TV Honolulu and Silent Serviceto s.1(. -r Jacksonville.

S.I.N.-Spanish InternationalNetwork-sold its Bullfights fromMexico series to nine stations pre-paring to go on the air. The licenseestaking the colortaped shows (avail-able also in black -and -white) :WWONI-TV New Orleans, KDTV Dallas,wAJ A -Tv Miami. KPAZ-TV Phoenix,KENIO-TV San Francisco, WECO-TV

Pittsburgh, KJDO-TV Rosenberg (nearHouston), WBMO-TV Atlanta andWSCO-TV Newport (near Cincinnati).The fiestas bravas from Plaza Mexicoand the Plaza de Toros in Tijuanaare currently running on WPHL-TVPhiladelphia, WCIU-TV Chicago,WDCA-TV Washington, KGRT-TV Har-lingen, KEMX-TV Los Angeles, KWEX-TV San Antonio and WTSJ-TV SanJuan.

Wolper Television Sales chalk-ed up a tally of 55 stations in thelineup for the new run of Truth or

,Consequences this fall.Wolper's general sales manager

Wynn Nathan said 26 of the stationswere going to run the game showin fringe time. between 6:00 and7:30 p.m.

The 55 -market tally was reachedwith a bash of midsummer sales. to

;14 stations: WBKB Chicago, KFMB-TVSan Diego. KOIN-TV Portland. WJAC-TV Johnstown, WMAR-TV Baltimore.WJXT Jacksonville, WHIN -TV Hunt-ington, KTRK-TV Houston. WTVT

Tampa, KNIEG-TV Sioux City, KTVKPhoenix. WBOC-TV Salisbury, WHAS-TV Louisville and WPTZ-TV Plaits -burg.

Meanwhile. Wolper chalked up 29stations signed for a Christmas spe-cial, The Mean Mr. Firecracker, withrecent sales to WABI-TV Bangor,WSOC-TV Charlotte, WFNIY-TV Greens-boro, %MT Jacksonville. WLVA-TV

Lynchburg and WCSII-TV Portland.

RKO Pictures Co. lined uphree more stations in the line offire for Firing Line with William F.Buckley, Jr. The takers: WJCT-TVJacksonville, WSWO-TV Springfield.Ind WVIE-TV Sacramento, an etv. Thealk series was renewed by WCPO-TVCincinnati, KRNIA-T1 Denver and(XTV Sacramento.

The reason two Sacramento sta-ions figure in the lineup is because(XTV gave an okay to the syndica-


SELLING COMMERCIALS

CBS Television Network lello of Canada McKim Advertising

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Cirriarro

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DOLPHIN PRODUCTIONS, INC.. New York PAUL KIM & LEW GIFFORD, New York

Dairy Queen Campbell-Mithun. Inc. Kenner Toys Leonard M. Sive

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SARRA. INC. JAMIESON FILM COMPANY. Dallas

Elmer's Glue -All Conahay & Lyon Kentucky Fried Chicken Noble Bury Associate

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FILMEX, INC., New YorkFRED A. NILES-Chicago. Hollywood, New Yor

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TOTEM PRODUCTIONS, INC., New YorkFILMFAIR, NEW YORK


tion company to let the etv have arun of the first 39 shows in theseries.

Elsewhere, RKO Pictures soldthe Abbott and Costello cartoon se-ries to WJW-TV Cleveland and KHBY-TV Henderson -Las Vegas.

Sandy Frank Program Salessold America! to WFLA-TV Tampa.The American West to WROC-TV

Rochester, High and Wild to KNBC-TV Los Angeles, and KGUN-TV TucsonThe Traveler.

GYPSY'S NINETEENAmerican International Tv

tallied up sales after a month in itsinitial series syndication venture.And lo, Gypsy was set for strippingthis fall in 19 markets.

Taking The Gypsy Rose Lee Show,half hour weekdays across the board,are KABC-TV Los Angeles, WABC-TVNew York, WBKB-TV Chicago, WWJ-TV Detroit, WHEN -TV Syracuse, WJAR-TV Providence, Kccm-Ty Albuquer-que, KBIM-TV Roswell, KHBV-TV LasVegas. KBTV Denver, KMSP-TV Min-neapolis. KI'LR-TV .St. Louis. KZAZ-TVTucson. WICA-TV Ashtabula. WSWO-TV Springfield. KGSC-TV San Jose.KVIQ-T \ Eureka. WLBW-TV Miami andEGO --1 `;an Francisco.

ZOOMING INiii, joined Triangle Pro-

gram Sales as midwest representa-tive, headquartering in Chicago.where for the past decade he headedhis own company, Television Pro-gram Service.

MILLER

Official Films awarded a vice presi-dency to JAMES P. MILLER, who hasbeen treasurer and secretary of thecompany since 1963. Miller joinedOfficial in '61 as assistant controller.became treasurer the next year.

LEE JACKOWAY joined Official asNortheastern sales manager, head -quartering in Richmond, Va. Jacko-way had been with WLW-D Dayton,and earlier was Southern divisionmanager for Wolper Tv Sales.

LENARD ALBERT MAULER joinedthe international sales department ofABC Films as managing director ofFar Eastern sales, headquartering inSydney. Hitherto ABC Films cov-ered the East Asiatic territory fromthe New York office.

Manger for the past three yearswas general manager of AustaramaTelevision Pty. Ltd. Before that hewas in New York as director of in-ternational operations for three Aus-tralian tv outfits: Amalgamated TvServices, Macquarie BroadcastingService, and Artransa Films andRadio. Earlier, Manger was stationmanager for ATN-Channel 7 inSydney.

CLOSE-UPKing Features Tv made a co-

production deal with Tony Curtis fora series of tv specials about Holly-wood, with Hearst columnist DorothyManners as host.

Brodax first suggested an inside -Hollywood show to Miss Mannersfive years ago, when she was LouellaParsons' assistant. Later, when TonyCurtis talked to her about an ideaalong the same lines, she broughtCurtis and Brodax together.

COMMERCIALS MAKERSProducer -director BOB SAGE,for-

mer vice president of FilmFair, setup Sage and Associates in Holly.wood to make commercials and in-dustrials. Sage was with FilmFairfor five years. earlier was with ThePeterson Co. and Animation. Inc. AtFilmFair he had a hand in the GoGo Goodyear campaign.

In Chicago, still photographer RICWAITE linked up with The Film Mak-ers to work as director -cameramanon a number of assignments. Waiteshoots for ads and women's maga-zines. and has already freelanced anumber of commercials. for Rich'sin Atlanta, for Serta Mattress. andfor Outboard Marine.

HERBERT J. BRAUN moved up to thepost of Eastern sales manager atRebell & Bebell Color Laboratories.heading up sales on the East Coast

for both the motion picture and thestill divisions of B&B. Braun joinedB&B in '64. He is a founder of Filmsfor Educators, an educational film t.

production house.

On the Coast, BURKE KAPLAN join-ed K&P Enterprises Co. as vice pres-ident in charge of sales and pro-duction. Before joining the conuner d.-

cials studio, Kaplan was with a UHFoperation, and earlier worked in pro-gram production at MGM Tele-studios. Before that he was assistantnational sales manager for KIIJ-TVLos Angeles, and made commercialsand programs at KTTV Los Angeles.

ERNIE ANDREWS joined DePatie-Freleng as vice president, heading upa team DePatie-Freleng put togetherto make live -action tv commercials,somewhat a new departure for the r.

cartoon studio. Depatie-Freleng has p

made live -action commercials before.but never in a big way.

Andrews was a vice president inHanna-Barbera's commercial divi-sion, and before that was in the agen-cy game for over a decade.

SESAC shifted w. F. MYERS fromthe post of director of station rela-tions to that of director of interna-tional relations. SIDNEY H. GUBER wasmoved from general sales managerto director of marketing services andCHARLES SCULLY was named directorof information services.

RUTH BEEN joined Elektra FilmProductions as assistant productionmanager. Miss Deen has worked as ascript supervisor on a flock of featurefilms and tv series, among them TheDefenders, Naked City, The Nurses,and Hawk.

f

li

INTERPOL f,

Group W has teamed up with Lon-don's ABC Television Ltd. to makea series of 13 half hours on TheWorld of Crime.

The series will take a look at inter- fi

national narcotics traffic, smuggling,and gambling; "the apparent in-

crease of anti -social trends amongyoung people in different countries;"and recent changes in criminal lawaround the world.

Programs in the series will be

filmed on location in Britain. WestGermany. Denmark. Sweden and theU. S. Howard Thomas. managingdirector of ABC Television in Lon-

Ir

44 7'elevision Age, September II, 1967

don, and Robert Noris, managingdirector of Associated British Pathe,Ltd., distributing organization forABC-TV Ltd., said they view the co-production as "an ideal example ofthe kind of international cooperationthat enhances tv."

Last fall, ABC-TV Ltd. co -pro-

duced with NET in the U. S. a docu-mentary series, The Struggle forPeace.

Executive producer for The Worldof Crime will be Michael Redding -ton, an Englishman; associate pro-ducer will be Walter McGraw. an1merican. A team of British andAmerican criminologists will parti-[ ipate in the series.

Reddington is supervisor of fea-!tires for ABC-TV London. McGrawproduced Crime and Punishment, a,;roup W radio series: Profile of aRiot, on the Watts disturbances. andthe V.D. Epidemic.

SHAY

ROBERT E. SHAY joined Videotape:enter in New York as tape serviceswcount executive, in charge of salesor the company's post -production'.wilities-film-to-tape transfers, dup-ng, electronic editing. physical edit-ng, Tv-ola editing. kinescopes andtiggybacking. Shay was program'tanager of wm-Tv Columbus forlive years, and before that was a'roducer-director at wBz-Tv Boston.

TURISMO

For Ogilvy and Mather and theEconomic Development Administra-tion of the Commonwealth of Puertolico, EUE/Screen Gems and WAPA-

ry San Juan. station owned by Screen'3ems. are shooting a series of three50 -second commercials to promotelourism in Puerto Rico.


SELLING COMMERCIALS

Unit Fabrics Finish

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....

FIDELITY FILM PRODUCTIONS. Dallas

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Ted Bates

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Sealy. Inc. Earle Ludo

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PA-

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vt Air

MOVIERECORO. INC.;

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STUDIOS MORO. S.AFILMFAIR, HOLLYWOOD



SELLINGCOMMERCIALS

Snackadoos Gardner Advertising

0 MOSwill happen soon!

PACIFIC COMMERCIALS, Hollywood

Westinghouse

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Whitehall Laboratories -Resdan Y&R

STARS & STRIPES PRODS. FOREVER, INC., N.Y

Winston Cigarettes Wm. Esty & Co.

r 0#64*L';i I &it! i

I fr ROW7.-

414Int. gm%

HERB SNOBLE & ASSOCIATES. New York

The campaign is the first use oftv advertising by the Puerto Ricangovernment. EUE/Screen Gems di-rector -cameraman Mike Nebbia is onlocation around the island, filmingthe rain forest of El Yunque, theradiotelescope at Arecibo, the oldchurch at San German, the phos-phorescent bay at La Parquera. andother attractions.

SALES TICKERFirestone Film Syndication Co.

picked up distribution rights toGreatest Fights of the Century,Knockout, and Cartoon Classics,from Caxton, Inc., owners of theseries.

Len Firestone, president of Fire-stone Film Syndication, said hiscompany had developed a number offlexible packages for the properties,with the fight film package to include106 episodes not yet seen on tv, ofGreatest Fights of the Century.

Firestone also plans to throw infeature-length cartoons to stationstaking the Cartoon Classics series;he has in lengths offrom 60 to 90 minutes.

Firestone also remarked that theCartoon Classics could easily, be usedas segments of a kid show, or couldeven be run as adult programmingin prime time.

Wolper Tv Sales, division ofMetromedia, chalked up sales of TheWoody Woodbury Show to WGN-TVChicago, ww..1-Tv Detroit, WKBS-TVPhiladelphia. WTTV Indianapolis,KWGN Denver, WKBG-TV Boston,K PLB-Tv St. Louis. KUTV Dallas andWCIX-TV Miami and a number ofother stations, in addition to Metro-media outlets which were lined upearlier.

WBC Productions shifted castingperations and talent booking for the"like Douglas Show from New Yorkto Philadelphia, where the show istaped at Group W's KYW-TV.

Joining the operation as talent co-ordinator is Shelley Andrews, whowas with The Alan Burke Show andthe Barry Gray show in New York.

Her assistant will be BarbraShotel, who was in the public affairsprogramming department at KYW-TV.

The ABC Owned tv stations wentinto co -production with John Guedelon a new show, The Lid's Off-WithLinkletter. The program will run onlthe ABC anchors, and will be syndi-cated to others by Paramount TvEnterprises.

The network anchor group has fiveother projects in the works for syndi-cation, in addition to The GypsyRose Lee Show, distributed by Amer-ican International Tv, and HardyCurdy, distributed by ABC Films.

PEOPLE

GEORGE MOYNIHAN was namedgeneral manager of WBC Produc-tions, production and syndicationarm of Group W. Moynihan. whohad been program manager at GroupW's KPIX San Francisco. succeededChet Collier, who in June moved upto the presidency of WBC Produc-tions. Moynihan, before moving toSan Francisco two years ago, wasprogram manager of WBZ-TV Bostonand executive producer for Group Win New York.

In Hollywood. M. KENNETH HYMANtook over from Jack L. Warner asexecutive vice president in chargeof worldwide production for WarnerBros.-Seven Arts Ltd.

Hyman. son of the company'sboard chairman Eliot Hyman. hadbeen headquartering in London asan independent producer. where forMGM -TV he recently produced thecurrent The Dirty Dozen.

Earlier. Hyman worked as a pro-ducer on The Hill (Sean Connery I.Gigot (Jackie Gleason I. WhateverHappened to Baby lane? The SmallWorld o/ Sammy Lee, She (UrsulaAndress.). One Million Years B. C.(Raquel Welch), and The Nanny.

NAT GREENE joined Coastal FilmService as a sales representative. Hehas been a film editor in New Yorkfor the past 11 years.

I.EN FABIAN joined ManhattanColor Laboratory as an account ex-ecutive.

F. M. "PETE" CLEMENTS, presidentof Cine Art in Detroit and Holly-wood. was elected a director andcorporate officer of Producers Studioin Detroit.

46 Television Age. September 11, 1967

SEPTEMBER 11. 1967

TELEVISION AGE

The stir created in the trade pressrecent I \ by statements out of

Hockaday Associates. Inc.. I subse-quently re -named Hockaday I)eWolfeGiordano. Inc.1 regarding stationhandling of 30 -second rates. has beenmet with mixed reaction from sta-tion representatives. Comments range

Ifrom strong defense of current pric-ing practices to a fast put-down ofthe position taken by Hockaday vicepresident and media director JohnHughes.

"He isn't saving anything new."retorted one rep spokesman. referring

Ito Hughes' statements that i 1 1 localstations are overpricing 30s. I 21 thelaren't listing 30s on their rate cards.131 30 -second rates should lw fixed.and not preemptible.

"He's just one more person at ilwagency level trying to get stations togive away 30s." Hughes held that a

(premium on the 30 i- justified. butshould not exceed 60 per cent of theminute rate. The 30 are sold at from60 to 75 per cent of the minuteprice. and as high as 100 per cent insome markets.

"Many stations do list the 30 ontheir rate card." said one spokesmancountering another of Hughes' points."Those who don't, don't because the%haven't had much demand for them."

Reps say no stabilization of the 30

a review ofcurrent activityin nationaispot tv

situation will occur until advertiserinterest in the 30 shows it is warrant-ed. "I'd like to see this big marketfor 30s Hughes talks about." one repdemanded. "We have seen no greatswing to 30s. Except among adver-tisers who have 30s available frompiggyback pairs and who use themseparately. occasionally. when the30s are attractively priced. no one isknocking down our doors."

Reps are not pessimistic about thelong range future of the 30. however.They still see it as a good sellingtool for stations and an effective com-mercial ehick for large and small

At SSC&B, Inc., New York, mediahum. Roger Stajt works on the.N.oxell and American Cyanamid ac-counts.

REPORT

advertisers. They feel i1 N ill gaingreater advertiser support n hen theeconomy and spot business picks up.

So long as interest is scatteredand sporadic. they say. negotiationfor rates on 30s will continue on amarket -by -market basis. "An adver-tiser might get a 30 at 55 or 60 percent of tile minute rate in a marketlike Chicago. %%here demand for 30sis fairly high and stations can affordto make them available-to meet ad-vertiser demand." one rep said. "Orhe may have to pay 85 to 100 percent in a smaller market or in onewhere 20's are selling well."

When advertisers in a large enoughbody show significant interest, repsfeel, stations will meet the demandby coming together on a more or

rate for 30s and will makethem available in fixed positions.

Among current and upcoming spotcampaigns from agencies and adver-tisers across the country are thefollowing:

Bonk!' 1.0.(Ross Roy, Inc., N.Y.)% seven -week flight for KAVA EV-AANTCOFFEE breaks October 15, in 15 to 17selected markets. The new, 90 per centacid free coffee product was firstintroduced last March in a seven -week


Television Age, September //, /96747

COUNT ONKOV R

FOR ACTIONSACRAMENTO

STOCKTON

CALIFORNIA

You really stimulate sales in theStockton -Sacramento marketwhen you put your message ontelevision station KOVR. Peoplein this booming $5.30 billionmarket* watch KOVR for in-depth, exclusive farm and localnews programing, and for high -rated ABC shows. This is thecombination that gets your com-mercials seen ... in one of Ameri-ca's fastest growing markets.

Data Source: Sales Management's 1967Copyrighted Survey -Effective Baying Income

McCLATCHY BROADCASTINGBASIC ABC AFFILIATE REPRESENTED

NATIONALLY BY KATZ TELEVISION

Spot (Continued from page 47)

test flight in Kalamazoo and Phoenix.In addition to renewal buys in thosemarkets, commercials will run in BayCity, Saginaw, Toledo, Ft. Wayne,Detroit, Lansing, Hartford -New Haven,Portland, New York. Boston, Providenee,Springfield, Tucson, and Grand Rapids.Day and fringe minute- will be used.Ingrid Thalheimer is the contact.

Bristol-Myers Co.(Foote, Cone & Belding, Inc., N.Y.)A nine -week buy for INNOCENTBLONDE and HAIR SO NEW, fromClairol, breaks at issue date. Teens arethe target of the fringe piggybacks in 26top markets. Buying is Alargaret lliieksma.

Bristol-Myers Co.(Young & Rubicam, Inc., N.Y.)September 25 is start time on a four -weekflight for EXCEDRIN. Fringe minutes,30's and 45/15 piggybacks will lie usedin 32 major markets. Buying isDoug Werner.

Brooke Bond Tea Co., Inc.(Simonds, Payson Co., Inc., Boston)k seven -week push for RED ROSE TEAbreaks October 1. Fringe and dayminutes will be used to reach womenin 27 markets. Buying is Hartley Baxter.

Carter -Wallace, Inc.(SSC&B, Inc., N.Y.)Independent 30'.s and fringe piggybacksgill carry the message for .NRRID SPRAYDEODORANT, starting at issue date.Commercials will be in the top 50markcis through December 31. Bob1 bald" is the contact.

Continental Baking Co., Inc.(Ted Bates & Co., Inc., N.Y.)Commercials for MORTON'S FROZENFOODS break at issue date, September 18.mid scptendwr 25. The 10 to 13 -week

I Dill use day and some fringeminutes to reach women in 50 major andtop markets. Buying are Helen Gradyand Travis Mueller.

Corn Products Co.(Lennen & Newell, Inc., N.Y.)Grnimercials for DIET' NIAZOLAMARGARINE break September 16 andSeptember 18. Fringe and day minutes.30's, and ID's will be used in 12inhlwest and east coast markets through\member 12. Sandy Floyd is the contact.

Corn Products Co.(SSC&B, Inc., N.Y )The Best Foods divis' has an eight -weekbuy for NEW SOFT FABRICsorrENER, to break September 25.Day and fringe minutes and piggybacksgill be used in 26 major markets.Buying is Peter Wolfe.

Curtiss Candy Co.(Clinton E. Frank, Inc., Chicago)Commercials for CURTISS CANDYbreak October 9. Fringe and day minuteswill be used in 135 markets for sixweeks. Buying are Joan Scholl,Charlotte Tucker, Peg Bartelson,Dick Clitner, and Tom Stumpf.

Faultless Starch Co.(Bruce B. Brewer & Co., St. Louis)September 18 is start time on a buy forFA1.I.TLESS STARCH. Fringe and primeID's till be used through November 26in 50 major markets. Buying isAnn !Mt kn.

Ford Motor ro.0/WO,This company's Philco division plans acarious -product push to break October 9.The eight to 10 -week push will usefringe 30's and prime 20's in 15 majormarkets. Buying is Hal Davis.

General Foods Corp.(Benton & Bowles, Inc., N.Y.)Commercials for FORTIFIED OATFL 1K ES will be in 35 major marketsthiongh late September. Fringe minute -and piggybacks are being used. Buyingis Jason Roth.

General Foods Corp.(Ogilvy & Mather, Inc., N.Y.)Commercials for GREAT SIIAKES breakat issue date. Independent 30's, earlyfringe utes and piggybacks will hc

used in 50 major markets through \Loch31. A buy for SHAKE 'N BAKE -tail-September 25 in front 40 to 50 maimmarkets. The five -week flight gill useearly and late fringe piggybacks.Buying is Tony Lively.

Golden Press(Geyer, Morey, Ballard, Inc.. N.Y.)Short one to two-week flights forUNIVERSAL HISTORY OF THEWORLD are currently in Mobile, LitthRock, Philadelphia. Luskin. 14.1111g-4ms H.Columbia, S.C.. and Nashyille. Fein .

minute's and prime 20's are beingused. Bill Millar buys.

Ideal Toy Corp.(Grey Advertising, Inc., N.Y.)A 10 -week buy breaks October 2 forthese toy products: GIGGLES. Tilts).RACERIFIC, ACTION HIGHW :end

CAPTAIN ACTION. About 50 per cent ttfthe 45 -market schedule is in piggyback-.with fringe minutes and prime 20'scompleting the plan. Marge Styallm% boy-.

Ideal Toy Corp.(Hellgott & Partners, N.Y.)Fall activity for this company's gameproducts starts October 2. Commercialsfor SLAP TRAP, CAREFUL. COLDFEET, SUPER CITY. HANDS DOWN-Tipm and KABOOM. will be in 45markets fin- 10 weeks. Fringe piggybacks.1111111lieS, and prime 20's will beused. Buying is Isabelle Standard.

Andrew Jergens Co.(Cunningham & Walsh, Inc., N.Y.)Plans are still tentative on a fall buy forJERGENS LOTION. Being considered is aschedule to run from October 22 throughDecember 16 and then from January 2through February 19. Minutes andpossibly 20's or 30's will be usedprobably in from 30 to 40 markets.Mary Carton is the contact.



One Seller's Opinion . . .

PERCENTAGES VERSUS REAL VALUEAll the recent conversation about the 30 -second commercial and rates

for 30s seem to have become bogged down in a discussion of percentages.Should the 30 be priced at 50 per cent of the minute rate? Should a per-centage ceiling be placed on the 30?

Particularly vociferous on this subject have been several well knownmedia directors who have taken the stand, publicly anyway, that theiragencies will not pay more than 50 per cent of the minute rate for a 30 -second commercial.

Whether or not they have done this in order to establish some kind ofbase for bargaining is not the point. The point is that what they shouldbe concerned with is not percentages but the value they will he gettingfor their money.

The buyer never has evaluated efficiency in terms of percentages.He wants to know what those percentages mean in terms of real dollarvalue. He judges the efficacy of any rate upon what value the spot has incost efficiency for his product.

He does not ask to pay 33 1/3 per cent of the minute rate for a 20simply because the 20 is that part of a minute in time. So why should heexpect to pay 50 per cent for a 30 just because it is half of a minute?

If he is told to buy 30's strictly according to whether or not they arepriced at 50 per cent of the minute rate, furthermore, he is going to runinto some real trouble. Suppose that two stations are each offering a 30 -second spot at $150. The two stations deliver ta;et audiences as follows:

Station A: 100,000Station B: 120,000

The cpm for a 30 on station A is $1.50, and the rate for the 30 is 50per cent of the minute rate. Station B has a cpm of $1.30, but is sellingthe 30 at 60 per cent. Which would you buy? Obviously, station B isthe choice buy.

But suppose the media supervisor sends out a memo stating thatno 30 -second spots are to be purchased where the rate is more than50 per cent of the applicable 60 -second rate. Let us further supposethat the stations have 60 -second rates as follows:

Station A: $300 CPM: $3.00Station B: $250 CPM: $2.08

Now which 30 would you buy?Obviously, using a percentage without evaluating other relative

information can be more costly in the long run. Carrying things abit further, to say that a 30 -second spot is half the duration of a

minute is not to saN that it is half the value of the minute.Advertisers are buying 30's and they have been right from the

minute 30s began to be offered, because they have found it to be agood selling unit. It gives them back the spot flexibility they foundthey did not have in many cases where piggybacking necessitated a

compromise of target audience for one or another of the brands paired.Research on the effectiveness of the 30 has proven that it is more

than half as effective as the minute. Therefore, although it is halfof a minute in time, it is not half a minute in terms of selling value.

In evaluating 30s at their real value, agencies and advertisers mustalso consider selling, production, and accounting costs which accrueto the station handling 30s. The rates stations are asking are notprofiteering rates by any stretch of the imagination.

The 30's are being offered at their real value, and the buyer shouldbe willing to pay whatever that value is. He should continue to evaluatethe true worth of a 30 -second rate just as he has always evaluatedrates in the past, in terms of cost efficiency and audience delivered.And let's have done with debate about percentages.

GO FIRSTCLASS WITH

KMJ TVFRESNO CALIFORNIA

Put more snap in your westernsales. Put your message on KMJ-TV. The San Joaquin Valley'sfirst television station puts firstclass skills and equipment towork and delivers the audienceyou want in the nation's NumberOne agricultural income county.

Dow Source: SRDS. June 1967

McCLATCHY BROADCASTING


BASIC NBC AFFILIATE REPRESENTEDNATIONALLY BY KATZ TELEVISION

49

FRANK KIRKPATRICK, account su-pervisor at Young & Rubicam, Inc.,was appointed vice president.

EARL C. LYON, group account man-agement supervisor, and MALCOLMOCHS, director of media and research,at Campbell -Ewald Co., Detroit, werenamed vice presidents.

BRADY BROWN joined Wm. F-ty,loc., New York, a, ,enior vice

BROWN

dent and account supervisor on theWhitehall division of AmericanHome Products Corp. Brown wasformerly executive director of theInter -Public Group subsidiary, Prod-uct Development Workshop.

DONALD SALTZMAN was namedmanager of tv programming and pro-gram development at Compton Ad-vertising, Inc., New York. Saltzmanwas formerly tv program director atPapert, Koenig, Lois, Inc.

F.J. VAN BORTEL and WINSTONWHITE were named executive vicepresidents of Marplan. White headsresearch services. Van Bortel ischairman of marketing and productpolicy committee and manager ofMarplan's Chicago office.

CHESTER R. COOPER was namedhead of the tv and radio departmentat Gray & Rogers, Inc., Philadelphia.He was formerly director of pro-duction.

WJTV.. SellsMetropolitanMississippi

Metro effective buying -income up 112.4%

Agency Appointments

WILLIAM H. NIALLIsON, Nice presi-dent at Gardner Advertising Co.,was named general manager of theagency's New York division. He wasformerly supervisor on the Pet. Inc.account, in St. Louis.

FORREST F. OWEN, JR., was namedregional manager of the Minneapolisoffice of BBDO, Inc. He was recent-ly president of Clyne Maxon, 11w..BBDO subsidiary, during temporaryabsence of C. Terrence Clyne. Beforethat, he was regional manager inBBDO's Chicago office.

WILLIAM G. OSBORN joined Mac -Manus, John & Adams, Inc., Bloom-field Hills, Mich., as account ex-ecutive on the Pontiac account. Hewas formerly account executive atBenton & Bowles, Inc.

Senior vice president PHILIP S.

BOONE was named chairman of theexecutive committee, Dancer -Fitz-gerald -Sample, Inc./West, San Fran-cisco, and senior vice presidentSTANLEY T. PETERSON became di-rector of DFS/West operations.LARRY WW1 was named accountsupervisor for Ralston Purina Poul-try products.

ROBERT B. HYDE, account supervisor.and RICHARD A. KEBBON, JR., account

KEBBON HYDE

group supervisor, were elected vicepresidents at Ted Bates & Co., Inc.,New York.

PAUL A. LAWLESS joined Lennen &Newell, Inc., New York, as vicepresident and associate merchan-dising director. He was formerlymerchandising manager and directorof trade relations with the ColgatePalmolive Co.

DOLORF.S LA FALCE joined J. M.Mathes Inc., New York, as accountexecutive on packaged goods ac-counts. She was formerly accountexecutive with Rurnri11-Hoyt, Inc.

J. BRIAN BARRY, account super-visor at Pritchard, Wood, Inc., NewYork, was elected a vice president.

ROIIERT I). BENTLEY and JOEL I..

l'PIN joined Needham, Harper &Steers, Inc., Chicago, as account su-pervisors. SAMUEL N. SCHELL, account,upervisor, was elected a vice presi-

SCIIELL

dent. Bentley ma, formerly an ac-e I executive with Leis BurnettCo., Inc. Upin was with EdwardIL Weiss & Co.

JA NIES J. O'NEAL, management ,n-pervisor for Lufthansa German AU --lines, Knox Gelatin, United SlatesTravel Service, Bermuda Trade De-velopment Board. and Grace Linesat D'Arcy Advertising Co., Inv..New York, was elected an executivevice president.

GEORGE R. clunsrw, Ju., joinedLennen & Newell, Inc., New York,as vice president and ace t su-

pervisor on the National Distiller,Products Co. account. He was for-merly vice president and ,iipervi-orof the same account at the tI

\ool;NI5\ 11:111)NIS\ j 'vi NI.1Inc., New York. a, ac-

count excculis, on the Haggle,brand. He was formerly with GreyAdvertising. Inc.

nAvin N. NELsON j Clinton E.Frank, Inc., Chicago, as vice presi-

NELSON

dent and account supervisor. He wasformerly with Jack Tinker & Part-ners, New York.

S

a

iTelevision Age, September ii, 1967

Prtifilp JOEL SPIEGEL

From him Net ork office at Street& Finney, Inc., new media plan-

ner fuel Spiegel spoke about someof the things that prompted his moveto planning after three years as aproject director in media analysis atCue% kilvertising.

"1 lir most challenging aspect ofthis put of media is that its a con -

hanging area." he ex-plained. -New tools of the trade. soto speak. Jr,. discovered almost on aweekk basi, Whether these are gen-eral media concepts which can be ap-plied to any brand. or new informa-ti to be applied to my particularbrand. they make my jolt a dnatnicand continual learning process.

The desire to become involved t%iththe ttu.nkings of one brand or a

single group of brands contributed toSpiegel's decision to leave his post

rat Gret. "At Grey I was working onmint brands." he noted. "exatnin-ng media research techniques thatould be applied to all brands. I

.s anted to stay with one productromp long enough to get to know it."

.1.11,11.- the j..1) of a media planner.

Another aspect, equally attractive toSpiegel. was the business knowledgehe could gain. "If vou get involvedin enough different product cate-gories for one client. vou learnabout the marketing plans and con-cepts inherent to that particular kindof business. It becomes more thanjust a strict media operation."

The media planner's interest inmarketing concepts comes, no doubt,from his earlier training in market-ing and business administration,working for a bachelor of sciencedegree in business administration at

New York University. He never hadany doubt about wanting to go intoadvertising. "It was no accident," hesaid. "I made my decision in collegeand this is where I want to stay."

Unlike several media buyers, whohave recently expressed the view thatthe buyer should do his own mediaplanning. Spiegel feels the functionsshould be kept separate. "The plan-ner should not get involved in buy-ing." he insisted. "If he's on a brandwith a high commitment in spot tv,he's going to spend a lot of time buy-ing and not enough of it planning. Aplanner should use that time to be-come very closely involved with themarketing people, the account people,and the client."

He agrees, however, that the plan-ner should become enough involvedin buying to understand some of thedifficulties, to know what is happen-ing, and to see that his plans areproperly executed.

Married, Spiegel lives with hiswife in Far Rockaway, New York,where he likes to spend his weekendson the golf course.

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reletision Age, September 11, 1967

Fringe BenefitsFringe benefits -media buy-

ers get them by the basketsful.They are the winners of colortelevisions, transistor radios,expensive cameras, They evencome in for station -sponsoredvacations.

Generally, these "vacations"are in the form of semi-busi-ness/social weekends at whichstation officials wine and dinea group of buyers, before lead-ing them on tour of stationfacilities.

One station, however, WLCY-TV Tampa -St. Petersburg, andits rep, H -R, decided to changeall that. Last month H -R se-lected, out of a batch of regis-tration cards filled out bymedia buyers, one winner, toreceive an all -expense paidFlorida weekend.

The winner, Louise Gainey,of Kenyon & Eckhardt, Inc.,New York, accompanied by herbuying assistant, Martha Gar -

bold, spent a weekend at theSheraton Inn, St. Petersburg.where she was entertained bythe Hawaiian Outrigger Ridersand treated to an indoor"luau." Significantly absentfrom the weekend plan was theusual tour of station facilitiesand the sales pitch.

Purpose of the station'sFlorida Sweepstakes Promo-tion, an H -R spokesman ex-plained, was merely to say"Thanks for doing business

ith us." The station plansto play host to a differentmedia buyer each month. Nextcandidate for the Florida treat-ment will be Hal Katz, of GreyAdvertising, Inc.. New York.


Jackson

Metro effective buyingincome up 1 1 2 .4 %

Spot Billings Per Tv HomeHere is a list of the three -or -more -station markets broken out by theFCC in its annual reports for 1966 and 1965, together with the amountof spot investment per home in each of those markets. The homes figureis based on average viewing in each market according to AmericanResearch Bureau reports for March and November, 1966 and /96.5.9 a.m. to midnight.

Market 1966 1965

Albany-Sch'taily-Troy 39.15 $36.63Albuquerque, N.M. 22.84 20.93.Amarillo, Tex. 20.68 18.76Atlanta, Ga. 53.46 38.91Bakersfield, Cal. 21.95 21.44Baltimore. Md. 50.60 45.93Bangor, Me. 14.41Beaumont -

Port Arthur. Tex. 18.32 21.53Binghamton, N.Y. 25.25 27.74Birmingham, Ala. 37.35 n.a.Boston. Mass. 58.22 49.35Buffalo -Niagara Falls 35.69 34.48Cedar Rapids -

Waterloo, Ia. 28.21 24.93Charleston -Oak Hill -

Huntington. W. Va.-Ashland, Ky 20.60 19.32

Charleston, S.C. 14.01 12.25Charlotte, N.('.. 40.45 39.18Chattanooga, T.... 18.57 18.44Chicago, Ill. 70.40 68.78Cincinnati, Ohio 41.73 37.21Cleveland, Ohio 46.16 38.70Colorado Springs -Pueblo 23.08 2L84Columbia, S.C. 35.68 34.96Columbus, Ohio 48.23 44.27Corpus Christi, Tex. 19.46 22.67Dallas -Fort Worth, Tex. 55.33 48.77Davenport, Ia. Rock

Island -Moline, Ill. 24.97 23.12Dayton, Ohio 37.40 36.28Denver, Colo. 50.43 45.72Des Moines -Ames. Iowa 36.19 34.27Detroit, Mich. 40.62 37.39Duluth, Minn. 2L24 n.a.El Paso, Tex. 21.12 21.69Erie, Pa. 21.66 n.a.Evansville, Ind. 25.54 22.93Fargo Valley City, N.D. 20.94 19.18Flint -Saginaw -Bay City 38.29 36.27Fort Wayne, hid. 30.18 28.52Fresno -Hanford -Visalia 37.80 39.58Grand Rapids -Kalamazoo 41.55 42.21Green Bay, Wise. 18.17 18.83Greensboro -High Point -

Winston Salem, N.C. 27.81 23.24Greenville -Washington,

New Bern, N.C. 20.79 19.58Greenville -Spartanburg,

S.C.-Ashville, N.C. 23.61 22.75I 1 arrisburg-Lancaster-

York-Lebanon, Pa. 37.78 35.98Hartford -New Haven -New

Britain -Waterbury 66.60 63.76I lonoltilu, Hawaii 32.33 27.42Houston -Galveston, Tex. 59.23 54.70Huntsville, Decatur, Ala. 19.95 25.39Indianapolis -Bloomington 47.56 41.18Johnstown -Altoona, Pa. 23.81 27.17Kansas City. Mo. 55.18 51.35Knoxville, Tenn. 28.71 27.69Las Vegas -Henderson 14.77 14.41Lincoln-llastings-Kearney 25.81 26.62

Market 1966 1965

Little Rock, Ark. 20.41 20.39Los Angeles, Cal. 80.46 69.61Louisville, Ky. 37.29 38.79Madison, Wise. 26.60 28.36Memphis. Tenn. 31.21 28.43Nliami, Fla. 59.50 54.67Milwaukee, Wise. 49.77 44.36Minneapolis -St. Paul 46.16 40.01Mobile, Ala. -Pensacola.

Fla. 24.32 22.51Montgomery, Ala. 28.43 27.05Nashville, Tenn. 25.88 22.51New Orleans, La. 40.73 38.13New York, N.Y. 54.37 49.07Norfolk -Portsmouth -

Newport -News -Hampton. Va. 24.49 23.89

Odessa-Midland-Monahans. Tex. 20.18 19.77

Oklahoma City -Enid, Okla. 51.45 49.52

Omaha. Nebr. 32.57 33.70Orlando -Daytona Brach 27.01 25.98Paducah, Ky.-CapeGirardeau, Mo.-

Harrisburg, Ill. 19.04 19.31Peoria, Ill. 23.08 26.78Philadelphia, Penn. 50.01 45.99Phoenix -Mesa, Ariz. 41.99 40.48Pittsburgh, Pa. 48.15 43.69Portland -Poland Spgs. Me. 24.98 25.49Portland, Ore. 45.88 44.98Providence, R.I.-New

Bedford, Mass. 45.00 40.68Richmond -Petersburg, Va. 26.34 27.78Roanoke -Lynchburg, Va. 16.64 18.30Rochester, N.Y. 37.29 34.93Rochester -Austin, Minn. -

Mason City, Iowa 18.56 15.09Rockford, Ill. 19.89 n.a.Sacramento -Stockton. Cal. 48.81 45.00Salt Lake -Ogden -Provo 31.24 30.70San Antonio, Tex. 33.08 33.15San Francisco -Oakland 86.13 74.73Seattle -Tacoma, Wash. 51.55 50.28Shreveport, La. -

Texarkana, Tex. 24.47 23.45South Bend -Elkhart, Ind. 20.66 18.78Spokane. Wash. 26.68 29.31Springfield -Decatur -

Champaign Urbana -Danville, Ill. 32.59 30.46

St. Louis, Mo. 54.44 50.46Syracuse, N.Y. 38.69 39.18Tampa -St. Petersburg 38.67 36.09Tucson, Ariz. 24.35 22.41Tulsa. Okla. 36.37 34.31

Washington, D.C. 56.80 51.49Wichita Falls, Tex -

Lawton, Okla. 18.33 18.27

Wichita -Hutchinson,Kans. 23.56 27.49I ke- Barre -Scranton 23.02 19.86

1 oungstown, Ohio 22.34 22.77

It

1

1

1

3

5') Television Age, September 11, 1967

Lot (Continued from page 48)

I Johnson & Johnson(SSC&B, Inc., N.Y.)A carious -product push for this companywill be in 36 top and major marketsthrough October 1. Women are the targetof the fringe minutes, piggybacksand 30's. Buying is Paul Sabin.

Lea & Perth's, Inc.(I. M. Mathes, Inc., N.Y.)Commercials for LEA & PERKINSSTEAK SAUCE break at issue date.Fringe minutes and prime 20's will beused for from eight to 10 weeks in1\.0 k. Houston, Minneapolis,Si. 1,16, and New Orleans. A possibleexp.m.ion to three additional markets ma%come in late fall. Ruth Clintonis the contact.

Lever Bros.(Daniel & Charles, Inc., N.Y.)This company is testing a new commercialapproach for GLANIOREN E. withminutes and piggyback. in St. LouisThe four -week flight breaks at issue date.Expansion to more markets is scheduledfor later this fall. Pat O'Rourkeis the buyer.

Lever Bros.( J. Walter Thompson Co.. N.Y.)iinific- and pigo hacks will carry themc--ae on U \ LIQUID starting ati-m date. The seven -week buy willhe in 83 major markets. Buyingi. Boo Rettig.

Louis Marx & Co., Inc.(Ted Bates & Co., Inc., N.Y.)\ 12 -week buy for MARX TOYS break -

t), oher 1. Kids are the target of thedo and early fringe minutes in 40major market.. Buying is Mary Ohser.

Miles Laboratories, Inc.( Jack Tinker & Partners, N.Y.)

activityFall for CHOCKS breaks ati-ue date. Fringe minutes and 30's willton for about 12 weeks in 50 majornarket.. Buying are Bernice Gutmannind Jeff Charnik.

Henley & James Labs.(Foote, Cone & Belding, Inc., N.Y.)A 29-utek push for CONTAC startsat issue date. Fall activity begins in 12top market., using prime and fringe ID's.Late fall expansion to southern marketswill bring the total to 36. NadineMartin is the contact.


Jackson

Metro effective buyingincome up 112.4%

Mobil Oil Corp.(Doyle Dane Bernbach, Inc.. N.Y.)The name of this company's new consumercontest is still a secret. (onunercialsfor the contr.! break September 22 andOctober 6. The two four -week flight.will use fringe minutes and prime 20'sin from 70 to 80 market-. Buyingis Jerry Levy.

C. F. Mueller Co.(Needham, Harper & Steers, Inc.,

N.Y.)October 2 is start time on a 15 -week buyfor this c patty's SPAGHETTI andMACARONI product.. Early and latefringe minute. gill be used in 10top market-. Ito!. idholmis the contact.

Mohasco Industries, Inc.(Daniel & Charles, Inc., N.Y.)Commercials break at issue date forALEXANDER SMITH CARPETS.The test -market program calls for fourto six -week flights in 15 scatteredmarkets to run through November 7.Fringe and day minutes are being used.Buying is Doris Gould.

National Biscuit Co./James 0.Welch Co.( Wm. Esty, Co., Inc., N.Y.)These companies plan piggyback buys forWELCH'S CANDIES and NABISCOWHEAT AND RICE HONEYS. Thefive -week flight breaks at issue datein about 35 markets. Buying areEd Moir and Jerry Ilarrison.


Who cares about

FlossieSchoonover?WHO-TV...that's who!WHO -TV is the only central Iowa television station with a

regular schedule of editorials. Why do we editorialize?Because our viewers, like Flossie Schoonover of DavisCity, Iowa, want such opinion to help them make decisionson important issues. We care about Flossie, so we giveher our opinions in editorials telecast regularly. As aresult, Flossie Schoonover-and the rest of our viewers-care about us, too!

le' COLORFUL 13 DES MOINES, IOWARepresented Nationally by Peters, Griffin, Woodward, Inc.

elevision Age, September II, 1967


North American Philips Co., Inc.( LaRoche, McCaffrey & McCall, Inc.,

N.Y.)A one -week flight for NORELCO TAPERECORDERS breaks September 16. Menare the target of the late fringe minutesin 29 top markets. Buying is Irwin Joseph.

Numetric Corp.(Pritchard, Wood, Inc., N.Y.)A 10 -week schedule for MR. DIPPYflat or straws breaks at issue date. Fringeand day minutes to reach kids will bein six eastern and two midwesternmarkos. Fred Gorkie is the contact.

Procter & Gamble Co.(Dancer -Fitzgerald -Sample, Inc.,

N.Y.)A three-week flight for DREFT breaksSeptember 18. Fringe minutes to reachwomen will be in 10 selected markets.Mike Weiner is the contact. Another10 -market buy, for PUFFS, will use fringeand (lay minutes through December.Buying is John McCurdy.

Quaker Oats Co.( LaRoche, McCaffrey & McCall, Inc.,

N.Y.)A 60 to 70 -market buy for LIFE cerealwill run in two four -weeks flights.Kid- are the target of the first flight,breaking at issue date. The secondflight, starting October 1. will reachadultt. Fringe and day minutes areplawn...I. John Ward is the buyer.

Quaker Opts CO.( I. Walter Thompson Co., N.Y.)A 12 -week buy for various Burry biscuitproducts breaks September 25. Kidsare the target of the late fringe andweekend piggybacks in 26 top east

(Continued on page .57)

David C. Adams, r., senior executivevice president, NBC, accepts goldgavel from Orison S. Marden, presi-dent, American Bar Association atABA's Honolulu meeting. Two othertv gavels were won by NBC News andWNBC-TV New York.

54

Fred E. if Was named generalmanager of WI.W-T Cincinnati. liewas formerly general manager of

KPIX San Francisco.

Media PersonalsJOHN ROCKE joined Weightman,

Inc., Philadelphia, as a media buy-er. He was formerly with J. L.Snyder Associates.

STAN COLBERSON joined Meltzer,Aron & Lemen, Inc., San Francisco,as director of media and marketing.Ile was formerly director of mediaand marketing at Lennen &Inc., L.A.

30Et. srwctd. joined Street &

Finney. Inc.. New York. a- mediaplanner on the Buggies account.Ile was formerly a ith Grey Adver-tising. Inc.. New 1..1-k.

CBS ListsLatest rate information on CBS

network affiliates, released recently.summarizes station rate increasessince July 1. 1967. as follows:

K FD A -TV Amarillo, Tex., from $425to $475, effective January 21, 1968.

WAFII-TV Baton Rouge. La from$525 to $575. effective September 17.1967.

Kook: -Tv Billing, Mont., from $300to $350. effective January 21, 1968.

KXLF-TV Butte, Mont.. from $300to $350, effective January 21. 1968.

KFVS-TV Cape Girardeau, Mo.,from $775 to $800. effective October1, 1967.

watm-Tv- Columbus, Ga., from $650to $700, effective February 18, 1968.

WC BI -TV Columbus, Miss., from$300 to $.350. effective December10. 1967.

WIINS-TV Columbus, Ohio, from$1,200 to $1,275, effective January7, 1968.

WTVY Dothan. Ala.. from $350 to$375, effective October 15, 1967.

KLOE-TV Goodland, Kan., from $50to $75, effective December 24, 1967.

KKEX-TV Grand Junction, Colo.,front $200 to $254/ effective January21, 1968.

KAvs-Tv Hays, Kan., from $130 to$150, effective October 15, 1967.

KGMMTV Honolulu, Hawaii. fronts375 to $400, effective SeptemberF. 1967.

Knox -Ty Houston, Tex., froms1.425 to $1,475, effective OctoberI. 1967.

%Yu NT -TV Huntsville, Ala., from$225 to $300, effective February 18,1968.

KID -TV Idaho Falls, Ida., from $300to $325, effective January 21, 1968.

WJ TV Jackson, Miss., from $700to $750, effective January 7, 1968.

W.1 Ill. -TV Johnson City, Tenn., from$475 to $525, effective October 15,1967.

New RatesWale -TV Knoxville, Tenn., from

$750 to $800, effective January 7,1968.

KI.As-TV Las Vegas, Nev., from$200 to $250, effective January 21,1968.

KEYC-TV Mankato, Minn., from$150 to $175, effective February 4,1968.

K NOE-TV Monroe. La., f $600to $625, effective December 24, 1967.

KT% 0 Ottumwa, Iowa, from $325to $350, effective September 17, 1967.

KOOL-TV Phoenix, Ariz., from $750to $775. effective February 18, 1968.

KOTA-TV Rapid City, S.D., from8:375 to $425, effective December 24,1967.

WTVIt Richmond, Va., from $750to $825, effective October 1, 1967.

WCEE-TV Rockford, Ill., from $250to $300, effective September 17, 1967.

Ksuw-Tv Salinas -Monterey, Calif.,from $650 to $700, effective Feb-ruary 18, 1968.

KSLA-TV Shreveport, La., from $725to $775, effective February 18, 1968.

KELO-TV Sioux Falls, S.D., from$1,150 to $1,250, effective February18, 1968.

wsni--Tv South Bend, Ind., from$550 to $575, effective January 7,1968.

WsPA-TV Spartanburg -Greenville,S.C., from $675 to $725, effectiveJanuary 7, 1968.

WHEN -TV Syracuse, N.Y., from$1.000 to $1,100. effective December10, 1967.

K NIA T Twin Falls, Ida., from $225to $250, effective January 21, 1968.

KIILU-TV Yuma, Ariz., from $75 to$100, effective November 12, 1967.

WADI -TV Birmingham, Ala., from$1,400 to $1,500, effective February18. 1968..

WsVA-TV Harrisonburg, Va., from$300 to $350, effective October 1,

1967.


1J

New RepresentativesWAAY-TV Huntsville, Ala. named

Adam Young-VIM, Inc. its na-tional sales representative. effectiveimmediately.

Network Rate Increases\

xJET-Tv Erie, Pa.. from $175 to$225, effective February 13, 1968.

WRAL-TV Raleigh, N.C., from $1,-200 to 81.300. effective February 13,1968.

Buyer's ChecklistwiTA-Tv Harrisburg, Pa. from

$500 to $550, effective February 13,1968.

WEAR -TV Mobile -Pensacola. Fla..from $675 to $725. effective Febru-ary 13. 1968.

KATY Little Rock, Ark.. from $600to $650, effective February 13, 1968.CBS -TV:

xvos-Tv Bellingham, Wash.. from$125 to $300, effective September 3.1967.

WA PI -TV Birmingham. Ala.. from$1,400 to $1.500. effective FebruaryIR, 1968.

4 western style welcome for the net('elevision season, with a carnival sub-theme, was used by ABC affiliateWFAA-TV Dallas -Ft. Worth, to pro -note its fall season program line-up.Station hosted more than 900 clients,idvertising agencies, and press at a'Hats Oft To A Very Special Sea -;on" party at the Sheraton -Dallas Ho -'el. Highlight of the evening teas a

10 -minute ABC filtn,"A Very Specialieason," previewing ABC's 11 newbows, 80 specials. and sports cover-tge. Eleven carnival game booths,-cpresenting the 11 new shows, were;et up along an Old Irest-type street.'ictured at the Bunt per Caine boothire Paul Berry (1.), Paul Berry Ad-tertising, and Jim Pratt. operationsManager, WFAA-TV.


Pvletro effective buyingincome up 112.4%

WRIIL-TV Columbus, Ga., from $650to $700, effective February 18, 1968

WII NT -TV Huntsville, Ala., from$225 to $300, effective February18. 1968.

knot. -Tv Phoenix, Ariz., from $750to SHOO. effective February IR, 1968.

k .1% Shreveport. l.a.. from $723to S775, effective 18. 1968.

Station (:hatiges%%I.,» -1% I:lurk-twig, W. a.. is a

nen secondary affiliate of the ARCtele i-ion network. effective

FROM DAVENPORT TO:

Chicago 147

Des Moines 165

St. Louis 199

Omaha 282

Minneapolis-St. Paul 291

kiZI:11. di

"WOC-TV delivers the Q -C market,free from outside media influence"

S-

Says Jack Thomsen, WOC-TV News DirectorThe Quad -Cities', one of the Printers' Ink 76 Proved Test Markets,passes all the tests you care to give it. The largest market betweenChicago and Omaha, Minneapolis -St. Paul and St. Louis, the Quad -

Cities is self-contained, without any outside media influence or inter-ference. Yet, the Quad -Cities is easily accessible via busy Interstate80 plus two well-known airlines.

Whether you care to test market or do a total market campaign,WOC-TV, as a single dominant media, can give you all the coverageyou need without the additional media you would normally associatewith a market serving over 11/2 million people.

You'll make the right buy when you buy WOC-TV!

WOCTV where the NEWS isWOC-TV . where the COLOR isWOC-TV where the PERSONALITIES are

wOC 6

Serving the Quad -Citiesmarket fromDavenport, Iowa

DavenporlBellandod, Iowa -Rock istand East Hohne.

Exclusive National Representative - Peters. Griffin, Woodward, Inc.

!'elevision Age, September II, 1%7

Required Readingfor everyonewho makes hisliving in thetelevision industry.

Published by Hastings llott se

THE TELEVISION COPYWRITERHow to Create Successful TV Commercialsby Charles Anthony Wainwright, VicePresident and Associate Creative Director,Tatham -Laird & Kudner, Inc., ChicagoWritten by a veteran television commercial -maker, this book is a thorough and practicalexamination of the creative process fromidea to finished film. 320 pages with manystoryboard illustrations, fully indexed. Cloth-bound. $8.95

DOCUMENTARY IN AMERICANTELEVISIONby A. William Bluem, Syracuse University"Easily the definitive book on the televisiondocumentary, this work's value will not bediminished by the passing years." LawrenceLaurent in The Washington Post.312 pages, 100 photos, notes, 3 appendices,bibliography, index. $ 8 .95

TELEVISION STATION MANAGEMENTThe Business of Broadcastingedited by bale Roe, ABC-TV NetworkSeventeen industry professionals examine therealities of operating a television station. Allphases of operation are thoroughly treated-management, programming, news, advertising,promotion, traffic, technical services, etc.256 pages.

Text Ed. (Paper) $3.95, Cloth $6.95

WRITING FOR TELEVISION AND RADIOby Robert L. Hilliard, University of NorthCarolinaA realistic, practical book on the craft ofwriting for television and radio. Containsample, up-to-date illustrative material. 320pages, sample scripts, review questions, in-dexed. $6.95

ORDER FORMBOOK DIVISION, TELEVISION AGE1270 Avenue of Americas, New York, N. Y. 10020Please send me the following books:

0 THE TELEVISION COPYWRITER $8.957 DOCUMENTARY IN AMERICAN TELEVISION $8.95

TELEVISION STATION MANAGEMENT0 Paper $3.95 0 Cloth $6.95

r] WRITING FOR TELEVISION AND RADIO $6.95

NAME ADDRESS

CITY STATE ZIP

(Please add 500 per book for mailing and handling.)Check enclosed.

Rep ReportARTHUR RICHARD TRAPP joined

Harrington, Righter & Parsons, Inc.,New York, as account executive.He was formerly account executivewith Edward Petry & Co., Inc.

JERE E. CARMODY joined the Chi-cago television sales staff of Avery-Knodel, Inc. He was formerly withAllen Torbet Associates and its pred-ecessor, Venard, Torbet & McConnell,Inc.

THOMAS A. BARRETT joined themidwest sales staff of Katz Tele-vision in New York. He was form-erly national sales manager at wLos-TV Asheville, N.C.

DAVID W. GRACE joined the Chicagosales staff of Blair Television as anaccount executive. He was formerlywith RKO General Broadcasting,Chicago.

Samuel Thurm, advertising vice pres-ident at Lever Brothers Co., wasnamed consumer relations vice presi-dent responsible for advertising, mar-keting research, and public relations,and became a member of the manage -

mew committee. Thurm joined LeverBros. in 1956, as media director, Hand was appointed general managerof the advertising services divisiontwo years later. He had previouslyheld positions in media and researchwith Young & Rubicant, Inc.

WJTV. . SellsMetropolitanMississippi

Metro effective buyingincome up 112.4%

5(1 Television Age, September 11, 1967


and west coast markets. BuyingDoris Corrigan.

(layette -Faberge, Inc.'Nadler & Larimer, Inc., N.Y.)

two-week flight for RAYETTE,TRAIGIIT SET breaks September 25.iupplementing a network buy, day andtinge minutes will run in New York,Houston, Boston. San Diego, Miami,and Ilartford-New Haven. Sue;radii- is the contact.

L J. Reynolds Tobacco Co.'Dancer -Fitzgerald -Sample, Inc.,

N.Y.);ommercials for CAMELS cigarettessill be in 115 markets through December;1. Early and late fringe minutes willre used to reach men primarily.haying is Steve Lemberg.

ihulton, Inc.Benton & Bowles, Inc., N.Y.)'his company's Technique division isntrudneing SHANIPOWN TECHNIQUE,air conditioner. Early and late fringe

:eorge Ketchum (I.), chairmanlie executive committee, Ketchum,McLeod & Grove, Inc., presentsold u web to Jack M. Reeves, vice'resident and account supervisor inie agency's Pittsburgh office, inecognition of 20 years o/ service;jilt the ad shop.

o/

FOR SALE ... ALL OR PART300 USED -I T HOURVIDEO TAPES ON

ONE HOUR REELS ININDIVIDUAL FIBERSHIPPING CASES.

OUR NEW SHOWS ARE ON FILMCOLOR'B & W ... AND TAPES ARE IN

STORAGE AT PRODUCER'S FILM CENTERHOLLYWOOD, CALIFORNIA.

Submit bid or furtherinformation write.

LA LANNE INCORPORATED5224 Santa Monica BoulevardHollywood, California 90029

minute commercials break at issue datein Tampa -St. Petersburg, and SanDiego. Elliot Cohen buys.

Stella-D'Oro Biscuit Co., Inc.(Firestone Associates, Inc., N.Y.)An eight -week push for BISCUITS.BREADSTICKS, and COOKIES, breaksat issue date. Women are the targetof the fringe and clay minutes andID's in the 25 top markets. DorothyCallenda is the buyer.

Sterling Drug, Inc.(Benton & Bowles, Inc., N.Y.)A test of new commercial copy forVANQUISH is currently being conductedin Terre Haute, Indianapolis, Boston, andHouston. Fringe minutes and piggybacks

are being used through February 18.Bob Westover is the contact.

Textron, Inc.(Sutherland -Abbott, Boston)Commercials for HOMELITE CHAINSAWS break September 17 and October 1.The six to 10 -week buy will use fringeminutes and prime 20's to reach menin 25 major markets. Buyingis John Spoffard.

3-M Co.(BBDO, Inc., Minneapolis)An eight -week buy for 3-M RESCUESOAP PADS breaks at issue date.Fringe and prime 30's and ID's will beused in 21 major markets. Buyingis Dennis Nustad.

YOU MAY NEVER SEE A ROSE TREE 40" THICK*

BUT... Sales Can Be Rosy in the 39th Market with WKZO-TV!A rose without a thorn-that's theGrand Rapids -Kalamazoo andGreater Western Michigan marketserved by WKZO-TV.

Already the nation's 39tht tele-vision market, this area is still grow-ing, still unfolding. In Kalamazoo

WKIO.TV MARKETCOVERAGE AREA ARB '65

alone, for instance, four new plantshave recently created 7,200 new in-dustrial and service jobs. Theybrought over 18,000 new people totown and added another $25,000,000to retail sales. That's just Kalama-zoo; the same sort of growth istaking place all over the market!

If you like the heady fragrance ofclimbing sales-now and later on-sow your selling seed via WKZO-TV. Your green -thumbed Avery-Knodel man can give you completeparticulars on our rich soil and year-

'round "growing" season.And if you want all the rest of

upstate Michigan worth having, add1VWTV /WWUP-TV, Cadillac -

Sault Ste. Marie, to your WKZO-TV schedule.

*There's one at Tombstone, Arizona.tARB's 1965 Teter ision Market Analysis.

RieRA010

KALAMAZOO SAME CREEKMIFF CRAMS AADICISOHM GRAND KALAMAZOOWATS FM CADILLAC

TELEVISION

WKEISTV GRAND RAPIDS KALAMAZIXW W

"/ACIA7P4 CITYI

.SIN-fY GRAND ISLAND, AL.

WKZO -TV100,000 WATTS CHANNEL 3 1000' TO'Nfit

Studios In Oath Kalamazoo and Grand Rapidsfar Gramm Western Michigan

A vry-K nodal, Inc.. fotimiro Matimailloprosmtaihros

elevision Age, September 11, 19675 7

TBOTonight sBigQuestion

WAS CASSIUS CLAY

TREATED FAIRLY ?

36%

1-TBO

Tonight'sBigQuestion

DO YOU BELIEVE THE ORIOLESCAN WIN THE AMERICAN LEAGUE

PENNANT THIS YEAR ?

What doMarylandersthink?WMAR-TV hasthe answers on

TBQTonight'sBigQuestion

TBQonig s

BigQuestion

SHOULD MARYLAND S ABORTION

LAWS BE LIBERALIZED ?

DO YOU BELIEVE LEE HARVEYOSWALD ACTED ALONE TO

ASSASSINATE PRES. KENNEDY?

TBQTonight'sBigQuestion

TBQon g

BigQuestion

NO

23%

SHOULD BALTIMORE HAVE

A TEEN AGE CURFEW ?

s'

25%

SUCCESS STORY- BALTIMORE STYLE! TONIGHT'S BIG QUESTION: produced by the WMAR-TV News Department. One of itsmost important aspects is the daily involvement of thousands of Channel 2 Maryland viewers.Every Monday through Friday, in the 7 to 7:30 PM news period - and repeatedly during theevening - a question of current local, national or international concern is asked on the air.Viewers can vote YES or NO by dialing one of two numbers. A battery of telephones takesincoming calls, answers them by recorded voice and automatically records the votes. Resultsare aired the same night in the 11 PM news period. Viewers of Channel 2 have dialedTONIGHT'S BIG QUESTION 181,397 times in the first eight weeks! Proof again, that Mary-landers look to WMAR-TV for the best over-all news programming!

In MarylandMost People Watch COLOR -FULL

WMAR -TVCHANNEL 2, SUNPAPERS TELEVISION

TELEVISION PARK, BALTIMORE, MD. 21212Represented Nationally by THE KATZ AGENCY, INC

a

58 Television Age, September 11,

Wall Street Report

Movies' Last Stand. The motionpicture industry is now enjoying itslast stand as an independent entityin the business world. Gradually thiscolorful, gossipy. controversial andcreative industry is being absorbedby the other segments of U.S. Indus.try.

Just look at the trend. The firstmajor company to be taken over wasRK0 Radio Pictures which was tak-en over by General Teleradio, a di-vision of General Tire back in the'50s. And some of the RK0 studioproperties wound up in the Desilucompany.

Universal Pictures went under the,ontrol of Music Corporation of\ merica which is expanding to a di-

-ified entertainment company.

G & W Gobbles Paramount. Para-mount Pictures was gobbled up byhe fast growing Gulf & Western In-

dustries, a company that started outin the automotive parts business.

Control of Warner'lifted to the Seven Arts Co. United\rtists has been absorbed by thel'ransAmerica Corporation, a giantWest Coast financial company.

Now in rapid succession. Time.Inc. has acquired a stock interest in\I -G-11: a new group of investors

executive of 20th Century recentlyregistered an offering of 110.000shares in a secondary offering.

It was reported. however. thatthere Ivere negotiations underwa%with some party to acquire the wholeblock. That would still leave Darr% IZanuck the major :shareholder andtop officer of the companx but iI

might also indicate the arrival of newforces. The management indicated inlate August that it may split its common stock and refinance its convert-ible debentures.

Another interpretation. To someobservers it looked as if 20th Centurywas clearing the decks for makingsome acquisitions of its own insteadof awaiting an offer to be merged.

What is the significance of all thesemoves? And why has it taken solong for other businesses to recog-nize the basic role and value of thefilm industry?

To answer the last question first.there existed a general uneasinessabout the film industry because itwas such a target of publicity.

The business has fed on the shen-nanigans of both its stars and itsexecutives and, by all accepted normsof the 20s to ,I0s. it was not a busi-ness.

1967 Market Data On The Major Film Producers

Allied ArtistsColumbia3ICAM.0 -.1I20th Century FoxWarner Bros.°Earnings of Alliedstockholders. which

Price Range17;, 61/4

331/2.-52%34%-58%32%41%32%.577/s21:";4-28

Dividendnone*

$2.11 tine].$2.11 r Incl. a 21/2% stock

SI ( incl. stock)$1.60$1.20

Earnings18c-9 mos.

51.40.9 mos.1.78.6 mos.1.83-9 mos.1.28-3 mos.86c-6 mo..

Artists have not been enough to cover payments to the preferredgives them the right to elect a majority of the board.

'needed by Serge Semenenko, the Bos-on commercial banker now retired.is seeking to acquire control of Co-lumbia Pictures, and D. Kaltman &Co. has made a tender offer for con-:rol of Allied Artists Pictures Corp.

Only One Lett. That leaves 20thCentury -Fox as about the only majorlot involved with some major newnvestment group. And that conditionnay not last long.

Spyros Skouras, the former chief

Deprecated By Many. It was lookeddown on as an ephemeral activityin which a hard-headed.. practicalman would not be involved. The ad-vent of tv changed all that.

Initially. of course. it was assumedthat tv meant the death of the motionpicture business or the "movies.%And to a limited extent it did.

The star s% stem. for example, waskilled. The distribution system wasalso radically altered. Technologywas also changed. And above all,

new management, me in.But iv itself inctrilst`li the demand

for the product of an industry whichhas enormous know-how in optics,music. sound. and a number of otherfields not fully appreciated twentyyears ago.

Now the advantages of the industryhave come to light with the enormousprices being paid for films for tv. Itis clear that motion pictures have anenormous role to play in education.in promotion and advertising.

And late last month it was dis-closed that CBS had perfected anelectronic -film des ice which allowsthe playback of motion pictures orother visual material through a con-ventional tv set.

This device was first mentionedearly in 1966 and its existence waspromptly denied by CBS. althoughin such carefully worded fashionihat 'I'ELEvistox AGE discounted thedenial.

Whether the CBS device, calledElectronic Video Record:ng, will bethe effective device for creating amarket four movies in the home re-mains to be seen. Undoubtedly othercomparable devices will he broughtforth and some may be even moreideally suited to this purpose.

But it demonstrates anew the greatmarket for films, a market that tooka long time for the business com-munity to appreciate.

elevision Age, September II, I%759

Affiliates Supply News Material To NetworksThe following; list. compiled from netitork records.shows stations which supplied news material for net-work airing during July. 1967 (except the listing forCBS -TV, which covers the period June 8-July 2111.

ABC:Date Station

7,1 %l six -TI Nashville7'1 KTRK-TV 1-1011St011

7,13 WKRC-TV Cincinnati7/4 WXYZ-TV Detroit7/5 wNAc-Tv Boston

7/5 WXYZ-TV Detroit

7/6 nco-Tv San Francisco

7/6 WF1L-Tv Philadelphia7/6 WNAC-TV Boston

7/6 wmun-Tv Manchester

7/7 KONO-TV San Antonio

7/8 KMSP-Ty Minneapolis

7,'9 KTRK-TV Houston

7/9 KTIIK-TV Houston

Ill KM11C-TV Kansas City10 KRTK-TV HoustonII WI.TV BoWling Green11 K1tTK-TV Houston12 %yr; k -TV Dallas

7 12 KGO-TV San Francisco7 12 wvEC-TV Norfolk

7 13 WNAC-Tv Boston7 17 W1.11W-TV Mianii7 17 KGO-TV San Francisco7 18 KTI1K-TV Houston7 19 KIM' Denver7 19 WXYZ-Tv Detroit7 19 KETV Omaha7 21) wTvi.-Tv Pittsburgh

7'20 nmse-Tv Minneapolis7/25 WA11-TV Atlanta

7.'25 VI'ZZNI-Tv Grand Rapids7/25 KGL'N-TV Tucson

Subject

Dam threatens collapse.Lurleen Wallace enters hospital.Riots break out again.Romney and legislators at work.Elliot crossing Atlantic alone inketch.Food poisoning affects 53 girls inmarching band.Ann Pelligrino completes roundthe world flight.Helicopters used for rescue work.Alan sets off on solo Atlanticsail.Two boys going to Expo viapony cart.Ladybird tours Central Texashistorical sites.Hubert Humphrey addressesN EA.Illtspital news conference on Lur-leen Wallace tests.Pro -American rally by DAR andAmerican Legion members.Negro rioting.Surgery for Lurleen Wallace.Tornado.Wallace surgery successful.Cowboys quarterback Don Mere-dith.Fonteyn, Nureyev appear in court.Flareup at Newport News ship-yards.NAACP convent'Dean Rusk speech.Railroad strike.Ernie Terrell in training.Bus careens off Pikes Peak.NAW news conference.Coverage KC -135 plane crash.Interview ousted Pirates managerWalker.Rioting in Negro district.Martin Luther King news con-ference.Rioting in Negro area.Rioting.

Viewpoints (Continued from 37)

soundest buyer will take that chanceon the record. A sharp drop-off ineither would be a success by averagestandards.

Specials will cost twice as muchper minute this year compared toaverage minutes on regularly sched-uled shows, but the kind of ader-User who uses them is not likely tobuy them for their cost efficiency.Their promotional value and im-portance is the basic raison d'etre.

7 26 KTVI: Phoenix Rioting in Negro district.7 27 komo-Tv Seattle Boeing tests new version 727.

28 taco -Tv San Francisco Rioting.7 28 WKIIET% Cincinnati Rioting.7 20 %% I ii I Philadelphia Mayor Tate announces partial

state of emergent7 ;1 o t. ii -1% W. Palm Beach Riviera Beach rioting.

K %is! -1% Wichita Racial disturbance-.t1 o I I Ii New Orleans Civil right- demonstrations..11 NZ- t% Detroit Romney -perch.

W YZ-Tv Detroit Federal [coops pull out of De-troit.

CBS:Date

6 '266 '277 1

7 11

7;117/197 21

Station

wwL-Tv New Orleanso WL-TV New Orleanswtsv-Tv MilwaukeeWJ W -TV ClevelandKP1X-TV San FranciscoWUTV Charlottewcco-Tv Minneapolis

NBC:Date Station

7 '3 WsYll-TV Syracuse7 6 Ws11-TY Atlanta7 6 wsti-Tv Atlanta

7'8 WJ Au -Tv Providence7 Al KCRA-TV Sacramento7'11 KItON-TV San Francisco7 11 WFGA-TV Jacksonville7 '13 WIIC-TV Pittsburgh7 14 UKYC-TV Cleveland7 16 wnsu-Tv New Orleans7 17 wnsu-Tv New Orleans

wsoc-Tv7 /19 WFUC-TV Greenville7 '20 KoA-Tv Denver7 90 wnAL-TV Baltimore7 21 Ws0C-TV Charlotte7 21 KOA-TV Denver7 21 wsoc-Tv Charlotte7 26 wsoc-Tv Charlotte7 26 wnstr-Tc New Orleans7 26 11 ir yn-Ty Bristol. \7 27 msoc-Tv Charlotte7 27 Nuic-Tit Pittsburgh7 27 must. -Tv New Orleans7 28 west -TV New Orleans7 29 WKYC-TY Cleveland7 29 WKYC-TV Cleveland7 31 WKAL-TV Baltimore7 31 WS13-TV Atlanta

Subject

Gurvitch vs. Garrison.Gurvitch vs. Garrison.Rioting at Lake Geneva.Bede interview.Fonteyn and Nureyev.Hendersonville plane crash.Minneapolis situation.

Subject

Elmira plane crash.Cubs vs. Braves.Interview Floyd Little and SteveSpurrier.Newport yacht race.Debbie Meyer swimming star.San Francisco subway.Horse feature.National campers convention.Education of Spanish children.Miss. starvat .

Cubans.Police arrest 12, Greensboro,Plane crash Hendersonville, N.C.Denver P.G.A.Frank Robinson interview.Sunny Point ammo supply.P.G.A. golf, Denver.Shellfire and aerials.Seminar on urban problems.New Orleans Saints.Atlanta Falcons training.:Maritime industry.Willie Stargell.Hearings.Garrison footage.Opera Homemaker.Firestone golf course.Johnny Unitas. Baltimore Colts.Tobacco auctions, Ca. and Fla.

A handy way of hiding failure.The prediction game is just that.

A tidy game with little practicalapplication. A show -by -show com-petitive prediction is of great interestto the board of directors of the net-works because their stock. to a de-gree, will reflect the early ratingsuccess or failure of the averages.

Hut a buyer who has to pick aschedule for the quarter or for theyear can do little about his choiceexcept in the case of total disaster.

One prediction is surefire. Despitemuch justifiable grumbling about

the sellers' market, and the code. andthe cavalier treatment advertisers getfrom the networks, more advertisingdollars than ever will go into themedium. There just isn't any otherway to sell as well.

Buyers will look for bargains. De-spite even the correct predictionsthe best way to buy is to get a pricelower than the asking price. No oneis a failure on television. Even dis-appointing shows are a smashingbargain at the right price per minute.The trick is to know bow to _et

that price. .1.1%

LTelevision Age, September 11, 1967

NEW YORK STATEBROACCST,-

AWAF,7

WBEN-Tv

TOD OUTSTANDING

PUMAOWNS

nocithionst

.4,)/miser

For the second successive yearWHEN -TV has been awarded firstprize by the New York StateBroadcasters Association forOutstanding Public ServiceProgramming.

To have our fellow professionals sohighly regard our efforts to keep ouraudience enlightened as well as informedis a source of great pride and satisfaction.

Our television cameras, our staff ofnews writers and reporters will continueto scan the wide range of events,issues and controversies which involveour community and will documentand report them in the penetrating formatwhich television so effectively allows.To this we are dedicated.

WB E N-11/The Buffalo Evening News Station

CH. In BuffaloCBS Basic

derision Age, September 11, 196761

While the 1966 revenue figuresreleased by the Federal Com-

munications Commission were nosurprise, the revisions in the spotand local time sales data coveringthe first half of the 60s gave broad-casters quite a turn. They did notshow any reversal of the generaltrend of spot and local business. Ifanything, they showed an intensifica-tion of the direction these two as-pects of station business took.

But the fact they were concen-trated in major markets made quitea difference to stations and reps com-paring their business in each market

ith the market as a whole.The revisions cover 1961 through

1965. The markets involved are allin the top 10-New York, Los

Chicago.An-

geles. Detroit and San-

Francisco-all, it has been noted.markets with ABC -owned stations.

The revisions resulted in a boostfor spot totals and a drop in localbusiness levels of equal size. Totaldollar figures for television were notaffected. The effect on total spot andlocal time sales figures ranged fromabout $12 million in 1961 to about$22 million in 1965. Since spot in-volves a larger dollar figure thanlocal, the impact of the change onspot is not great. Spot's growth lineis merely a little steeper. But theeffect on local figures is quite pro-nounced. In 1965 it amounted to adrop of nearly 7 per cent. The de-cline in local business in 1961 turnedout to be much sharper than previ-ous figures showed. However, theclimb has been steady since then.

To provide some further idea ofwhat the revisions mean, if the 1965figures were to remain unchanged,the five markets would have showna rise in spot in 1966 of about 25per cent and a drop in local ,ofabout 22 per cent. In New Yorkalone, it would have meant a spotincrease of 28 per cent and a localdecline of 44 per cent. This corn -

pares w ilk the actual changes inthe other lop 10 markets-Boston,Cleveland. Philadelphia. Pittsburghand Washington -- showing an in-crease of 13.4 per cent for spot from1965 to 1966 and a local rise of17.1 per cent. As a result of thechanges, New York, for example,now shows (see pullout chart) a risein local business over 1965 of 12.5per cent and a reduced jump inspot of 11.2 per cent.

The overall FCC figures revealeda hefty jump in revenue for tv. Totalbroadcast revenues came to $2,203million, compared with $1965 mil-lion in 1965, an increase of 12.1 percent. Profits rose 10 per cent, goingfrom $447.9 million in 1965 to$492.9 million in 1966.

The networks and their owned -and -operated stations turned in a

15.6 per cent jump in profits, goingfrom 101.6 million in 1965 to$186.8 million in 1966. The 479other vhf stations recorded a profitjump of 9.4 per cent, rising from$286.5 million in 1965 to 5313.5 mil-lion in 1966.

The uhf stations (figures wereavailable for 114) had their bestrise in revenue since the early 50s.The 1966 total came to $59.8 million,fully 20.3 per cent and about $10million above 1965. During the pre-vious four years, uhf revenues hadbeen rising at about $5 million peryear.

However, the overall profit picture%vas grim, due mainly to the sizableexpenses of carrying the new uhfoutlets in major markets. Overall,uhf stations lost $7.4 million in 196o.compared with $200,000 in 1965.

A review of the past 11 years (seechart I makes clear that spot's risehas been consistently more rapidthan the other segments of tv. The1966 figure (time sales) is nearlytriple what it was in 1955 (compar-able to an index figure of 392, linkedto a base of 100 in 1955). Local

What theFCC figuresshowAn analysis of television

revenue data; what trendsare revealed in spot and

local advertising


dITIONAL SPOT

IR

television A

Television Mark., I bany-Schenectady4rIhuquerque,marillo, Tex.

ttlanta, Ga.takersfield, Calif.

:altimore, Md.:augor, Me.teaumont-Port Arthur,:inghamton, N.Y.:irmingiham, Ala.

:o.ton, Mass.:uffalo-Niagara Falls, l':edar Rapids -Waterloo,harleston-Oak Hill -Huntington, W. Va.-I1

harleston, S.C.harlotte, N.C.hattanooga, Tenn.icago, Ill.

mcinnati, Ohio

I. %eland, Ohio(dorado Springs-Pucbl..lambia, S.C..I limbos, Ohio,carpus Christi, Tcx.

iallas-Fort Worth, Texilavenport, Iowa -Rock IMoline, Ill.

layton, Ohioicnver, Colo.les Moines, Ames, Iowti

'ctroit, Mich.mluth, Alinn.-Superior;1I Paso, Tex.tie, Penn.vansville, Ind.argo-Valley City, N.D.

lint -Saginaw -Bay City.ort Wayne, Ind.

rand Rapids-Kalamazoreen Bay, Wisc.

reensboroIligh Point -Salem. N.C.

tl :reenville-Washington-:I Bern, N.C.:reenville-Spartanburg.Asheville, N.C.

larrisburg-Lancaster-YLebanon, Pa.

lart ford -New Haven -N4Waterbury, Conn.

lonolulu. Hawaiilouston-Galveston, Texluntsville-Decatur, Ala

ndianapolis-Bloomingtoohnstown-Altoona, Pa.Kansas City, Mo.

Local

.85.5

12.10

7.4

9.29.77.31966 1965

$2,144,053 $1,836,155 16.8 Albany -Schenectady -Troy, N.Y. 10.21,809,060 1,666,580 8.5 Albuquerque, N.M. 8.01,350,050 1,190,188 13.4 Amarillo, Tex.4,185,017

844,2654,058,734

945,2853.1

-6.5Atlanta, Ga.Bakersfield, Calif. 4.6

16.53.0

4,383,071662,892

3,749,712 16.9 Baltimore, Md.Bangor, Me.

5.65.6

1,111,080 1,044,660 6.4 Beaumont -Port Arthur, Tex.1,080,7452,192,589

896,309 20.6 Binghamton, N.Y.Birmingham, Ala. 7.0

3.18,756,162 7,445,535 17.6 Boston, Mass. 6.63,661,241 3,269,260 12.0 Buffalo -Niagara Falls, N.Y. 4.5

998,324 841,527 18.6 Cedar Rapids -Waterloo, Iowa

1,842,786 1,715,728 7.4Charleston -Oak Hill -Huntington,

W. Va.-Ashland, Ky. 2.04.8

1,072,297 931,393 15.1 Charleston, S.C. 7.22,070,160 1,709,579 21.1 Charlotte, N.C. 15.71,150,777 869,157 32.4 Chattanooga, Tenn.

11,863,1983,438,061

10,876,0002,902,275

9.118.5

Chicago, Ill.Cincinnati, Ohio 5.1

6.32.8

6,141.209 5,636,960 8.9 Cleveland, Ohio 6.0860,282 908,493 -5.4 Colorado Springs -Pueblo, Colo. 1.8913,601 740,066 23.4 Columbia, S.C.

4,271,791 3,355,155 27.3 Columbus, Ohio920,958 715,383 28.7 Corpus Christi, Tex. -1.2

9.96,264,593 5,792,417 8.2 Dallas -Fort Worth, Tex. 9.9

Davenport, Iowa -Rock Island - 5.1901,186 775,855 19.2 Moline, Ill.

3,240,144 2,663,247 21.7 Dayton, Ohio3,051,7921,457,999

3,019,6831,309,755

1.111.3

Denver, Colo.Des Moines, Ames, Iowa 6.9

8.27,106,295 7,206,000 -1.4 Detroit, Mich. 3.4

849,330 Duluth, Minn. -Superior, Wisc. 4.01,294,016 1,131,651 14.3 El Paso, Tex.

818,4101,211,6381,067,663

a1,154,798

820,1914.9

30.2

Erie, Penn.Evansville, Ind.Fargo -Valley City, N.D.

5.210.56.86.1

1,786,190 1,479,365 20.7 Flint -Saginaw -Bay City, Mich. 6.81,085,795 890,670 21.9 Fort Wayne, Ind.1,636,842 1,375,128 19.0 Fresno -Hanford -Visalia, Calif.1,558.2211,166,664

1,159,676866,778

34.434.6

Grand Rapids -Kalamazoo, Mich.Green Bay, Wisc. 1.6

6.76.3

Greensboro -High Point -Winston 8.81,691,965 1,649,568 2.6 Salem, N.C.

890,992

1,610,714

1,760,926

866,082

1,017,133

1,478,367

2.9

58.4

19.1

Greenville -Washington -NewBern, N.C.

Greenville -Spartanburg, S.C.-Asheville, N.C.

I larrisburg-Lancaster-York-Lebanon, Pa.

12.8-1.5

6.73.11.1

2,377,6843,056,912

1,985,1382,460,001

19.824.3

Hartford -New Haven -New Britain -

Waterbury, Conn.Honolulu, Hawaii

5.92.38.5

3,540,232679,974

2,820,990533,543

25.527.4

Houston -Galveston, Tex.Huntsville -Decatur, Ala.

10.2

-11.25,150,175

865,1983,853,637

791,19033.69.4

Indianapolis -Bloomington, Ind.Johnstown -Altoona, Pa.

6.1

3,340,996 2,615,298 27.7 Kansas City, Mo.

TOTAL

LOCAL III

- NETINORKVI/

1964 1%5 1966

67

While the l96(released le%

Cotnnsurprise, the revisand local time salthe first half of thecasters quite a turshow any reversaltrend of spot andanything, they showtion of the directipects of station bu

But the fact thtrated in major mta difference to staticparing their busine:with the market as

The revisions co1965. The marketsin the top 10-Negeles. Chicago, IFrancisco -all, itmarkets with ABC -

The revisions refor spot totals andbusiness levels ofdollar figures for toaffected. The effectlocal time sales figabout $12 million$22 million in 19Cvolves a larger dlocal, the impactspot is not great.is merely a littleeffect on local figsnounced. In 1965drop of nearly 7 1

cline in local busineout to be much shous figures showeclimb has been ste

To provide som,what the revisionsfigures were to re_

the five markets wa rise in spot in :

per cent and a I

about 22 per cenalone, it would htincrease of 28 perdecline of 44 per

National Spot

1966 1965$2,196,525 $1,971,515 11.4

425,451 392,766 8.31,373,198 1,448,299 -5.21,834,918 1,783,828 2.9

83,158,394 67,824,000 22.6

Local

1966$1,018,070

1,742.8931,095,2201,851,559

20,587,074

1965$967,388

1,439,8681,022,9301,152,150

22,041,000

5.2 Knoxville, Tenn.21.3 Las Vegas -Henderson, Nev.

7.1 Lincoln -Hastings -Kearney, Neb.60.7 Little Rock, Ark.

-6.6 Los Angeles, Calif.

.1.810,4491,502,8964,741,837

11.411,9669,575,697

4,672,5691,471,7204,338,0059,908,5908,495,310

3.02.19.3

15.212.7

2,444.483846,714

2,137,5933,807,9964,016,790

1,916,823 27.5756,453 11.9

1,671,354 27.93,454,147 10.24,330,906 -7.3

Louisville, Ky.Madison, Wisc.Memphis, Tenn.Miami, Fla.Milwaukee, Wisc.

10.727,0672.020,7551,003,7473.720,9536,065,064

9,413,9291,831,310

929,1633,290,3425,366,982

13.910.38.0

13.113.0

6,652,2921,190,255

981,6002,800,3554,429,425

6,426,5171,047,530

807,1322,510,5883,467,380

3.5 Minneapolis -St. Paul, Minn.13.6 Mobile, Ala. -Pensacola, Fla.21.6 Montgomery, Ala.11.5 Nashville, Tenn.27.7 New Orleans, La.

111,144,064

2,776,808734,475

6.019,635

99,303,000 11.9

2,650,102 4.8712,592 3.1

5,823,204 3.4

12,778,957

2,359.206837,187

1,876,429

10,206,000

2,151,333755,345

1,528,394

25.2 New York, N.Y.Norfolk -Portsmouth -Newport

9.7 News -Hampton, Va.10.8 Odessa-Midland-Monahans, Tex.22.8 Oklahoma City -Enid, Okla.

3.250.916 3,523,204 -7.72.571,283 2,258,532 14.0

1,506,104 1,480,740 1.71,411,881 1,557,106 -9.1

1,796,852 1,718,5431,545,012 1,435,918

615,087 425,5561,562,850 1,100,247

4.6 Omaha, Nebr.7.6 Orlando -Daytona Beach, Fla.

Paducah, Ky.-Cape Girardeau,44.5 Mo.-Harrisburg, Ill.42.0 Peoria, Ill.

35,318.2934,597,687

18,121,7981.853.4687,344,713

31,881,5594,169,246

16,873,6621,994,8756,798,344

10.810.37.4

-7.18.0

9,647,6923,268,6795,890,0991,231,0833,076,223

7,193,6132,784,5625,751,1221,029,5392,636,362

34.1 Philadelphia, Penn.17.4 Phoenix -Mesa, Ariz.2.4 Pittsburgh, Penn.

19.6 Portland -Poland Springs, Me.16.7 Portland, Ore.

6.174.6712,244.1331,359,2393,065.129

5,735,270 7.72,276,405 -1.41,398,891 -2.82,982,927 2.8

1,998,5241,518,2001,260,6552,061,183

1,694,2511,523,2271,168,3821,954,672

Providence, R.I.-New18.0 Bedford, Mass.-.3 Richmond -Petersburg. \'a.

7.9 Roanoke -Lynchburg, Va.5.4 Rochester, N.Y.

704,985898,979

7.873,7853.158,0233.539,193

609,604 15.6

6,880,602 14.42,981,155 5.93,515,252 .7

848,4681,252,9163,000,8722,287,5882,474,463

782,135

2,843,6012,045,3662,146,473

Rochester -Austin, Minn. -8.5 Mason City, Iowa

Rockford -Freeport, Ill.5.5 Sacramento -Stockton, Calif.

11.8 Salt Lake City -Ogden -Provo, Utah15.3 San Antonio, Tex.

33,393,46910,727,628

2,212,2361,256,205

2,337,597

28,683,000 16.49,897,986 8.42,151,330 2.81,181,273 6.32,479,767 -5.7

10,276,4384,335,7421,455,936

886,5921,172,932

8,217,0003,188,5931,159,323

706,3731,041,130

25.0 San Francisco -Oakland, Calif.36.0 Seattle -Tacoma, Wash.25.6 Shreveport, La. -Texarkana, Tex.25.5 South Bend -Elkhart, Ind.12.7 Spokane, Wash.

2,701,73415,438,269

5.583,1456,218,802

2,610,48214,398,5355,333,8225,615,238

3.57.24.7

10.7

2,159,9733,591,5841,643,0432,774,088

1,689,3212,971,2391.373,9372,302,108

Springfield -Decatur -Champaign.27.9 Urbana -Danville, Ill.20.9 St. Louis, Mo.19.6 Syracuse, N.Y.20.5 Tampa -St. Petersburg, Fla.

1,010,6513.763.866

17,954.765888,796

2,344,414

917,545 10.13,578,907 5.2

15,058,603 19.2870,546 2.1

2,719,130 -13.8

1.331,5981,902,5204,092,5151,103,9112,025,778

1,207,5091,391,2423,452,1511,047,2671,741,099

10.3 Tucson. Ariz.36.7 Tulsa, Okla.18.5 Washington, D.C.5.4 Wichita Falls, Tex. -Lawton, Okla.

16.4 Wichita -Hutchinson, Kans.

2,058,1041.297,7873,840,859

819,590,845

52,076,346

871,667,191

1,871,276 10.01,286.480 .93,322,863 15.6

72,600,000 1L3

64,113,052 -18.8786,698,000 11.1

1,295,689802,251769,310

293,625,997

52,785,966

346,411,963

1,161,207 11.6660,397 -8.2837,869 -8.2

249,692,000 11.8

52,154,031 1.2

301,846,000 11.5

Wilkes Barre -Scranton, Penn.Youngstown, OhioSan Juan -Caguas, Puerto Rico

Total 3 -station markets

Total less than 3 stations

Total all markets

4

62

has gone up one and third times(133 per cent, or an Index of 233)its 1955 level while network timesales have doubled.

As in 1965, spot time sales were47 per cent of the total in 1966. Thiscompares with 34 per cent 10 yearsago. The network share of time salesslipped a little, dropping from 35per cent in 1965 to 34 per cent in1966. The lost 1 per cent went tolocal, which rose from 18 per cent

,'share in 1965 to 19 per cent in 1966.Ten years ago, the network share

iwas 45 per cent, while the local sharet was 21 per cent.

The profit -and -loss picture for sta-tions operating a full year was asfollows: 87 per cent of vhf stationsended up in the black, the same as1965. However, only 58.5 of uhf

; stations showed a profit in 1966.I This compares with 66 per cent in1965. Of the 401 vhf stations report-ing a profit. 116 made more thanSI million last year. Not one uhfoutlet cleared that much. The biggestuhf profit -maker fell in the 5400.000-

. $600,000 bracket. More than half of

. the 55 uhfers recording a profit made5100.000 or less. Sixteen made be-tween $200,000 and $400,000.

More than half of the uhf stationsshowing a loss (39 in all) dropped$100,000 or more. Eight of them lost$400,000 or more. Five vhf stationsalso fell in that loss bracket. Twenty-five outlets lost :'100.000 ormore.

It xvould seem that once a stationthe $3 million mark in reve-

nues, it can figure on a sure profit.\o tv station making that much ormore lost money in 1966. However.tine station grossing between $2 and

million lost money and 11 stationsrossing more than $1 million ended

up in the red.The biggest money -making bracket

listed by the FCC is $3 million ormore. Thirty-three stations fell inthat bracket, 28 of which had reve-

411(1.

350

300

250

200

150

1001955

NATIONAL SPOT

/TOTAL

Indextelevisiontime1955-66

of

sales

LOCAL II

/-/

/

,///i /z

NETINORK41

/,/4:f

..- .0- ...,

/// //

..

//

//

/./

///

//// //\\

l/

////

---/

,--//

1956 1957 1958 1959 1960 1961 1962 196.1 /964 1965 /91Source: FCC Reports, 1955-66, revised 961.65

6

'Television Age, September 11, 196767

nues of $8 million or more. Thereare 34 stations all told which gross68 million or more a year.

Television went over the $1 bil-lion -mark for programming expensesin 1966 for the first time. The figurewas $1,073 million, compared with$953 million in 1965. The FCC dataalso showed a sizable increase ingeneral and administrative expenses-from $51.1 million in 1965 to$63.6 million last year.

Average expenditures by stationsfor film went up somewhat in 1966,when the figure was $237.000 asagainst $222,000 in 1965. The uhfaverage increase was sizable: $70,-761 in 1966 compared with $48,403in 1965. The largest stations (broad-cast revenues of $7.5 million andover) actually showed a small de-cline in the average expenditure forfilm. Talent costs went up onlyslightly last year.

Tally Shows Spot Is UpTELEVISION AGE's tally of spot ex-

penditures per tv family for thethree -or -more station markets showedabout two-thirds of the markets withper -family spot expenditure increases,about a quarter remaining the sameand about one out of seven showingdeclines. This is calculated on thebasis of average viewing through theday, so the per -family figure is re-lated to viewing volume rather thanonly the number of potential homes.

The biggest dollar increases inthis indicator were in the larger mar-kets. The biggest jump was registeredby Atlanta, which went from $38.91in 1965 to $53.16 in 1966. (Themarket showed a 36.1 per cent jumpin spot time sales last year.) Amongother markets showing increases wereBaltimore, $45.93 to $50.60; Boston,$49.35 to $58.22: Cleveland, $38.70to $46.16; Dallas -Ft. Worth, $48.77to $55.33; Houston -Galveston, $54.70to $59.23; Indianapolis -Bloomington,$41.18 to $47.56; Los Angeles,$69.61 to $80.46; Milwaukee, $14.36to $49.77; Minneapolis -St. Paul,$40.01 to $46.16; New York, $49.07to $54.37; San Francisco -Oakland,$74.73 to $86.13 and Washington,$51.49 to $56.80.

San Francisco ranks first in per -family expenditures with Los An-geles second and Chicago third($70.40). Interestingly, the Hartford -New Haven -New Britain -Waterbury,Conn. complex is fourth ($66.60).

Murrow Anthology-

Proof That Viewers DoIn Search of Light: the broadcastso/ Edward R. Marrow Knopf, $6.95

This book shows how good "broad-cast journalism" can be; it has neverbeen better than it was when Mur-row was reporting, whether fromLondon or from the Graybar build-ing. The sad part is that with Mur-row, broadcast news reached heightsit has not been able to maintain.

This book should become a land-mark in the history of journalism.Every kid in journalism schoolshould be made to read it, and everyworking newsman should read it ifonly to get a notion of how goodjournalism can be, whether it reachesthe public in print or over the air.

For. in print form, many of Mur-row's reports, written to be spoken,compare with the best reports everwritten for print. compare with theclassic reports of Jack London.Richard Harding Davis, W. H. Stan-ley. and the other great correspond-ents.

Reading Murrow's reports, one isoften amazed to think they werewritten under unusual pressures oftime and circumstance. even forbroadcasting - before the all clearhad sounded, or the Channel clearedon the return flight from Berlin, orlater while the telephones were stillringing with calls from Washingtontrying to prevent a controversialbroadcast.

Without pretentiousness or por-tentousness or pontification (the sortof thing one gets these days from hnewcasters almost from the daytheir names become well known).Morrow wrote-and this must bestressed: the man who took pride inthe craft of reporter was. above allelse and before all else. a writer-Marrow wrote the history of the daywith a clarity. a simplicity, a modes-ty. an accuracy. and a pervasiveawareness of the context of that his-tory that one rarely finds in the longbelabored work of professional his-torians writing in leisure and tran-quillity long after the fires have beenput out.

When he wrote. he wrote as onewho talked directly. "I -Thou." to hislistener-the singular, not the plural.Reading these broadcasts, you feel

So Recognize IntegrityMurrow is talking to you, to oneAmerican citizen, and not to anygrandstand, not to any abstractionlike The Big Audience; you feelMurrow is trying to tell you and towarn you of what really is at stakein the world, and that he is con-cerned that you get it right.

A phrase that Murrow reservedas his highest accolade, using it onlyfor men who remained steadfast inhopeless situations, who were braveeven when they were aware of all theodds. was "four -o'clock -in -the -morn-ing courage."

He saw it in middle-aged airraid wardens trying to defuse an un-exploded bomb; he saw it in hisfriend Jan Mazaryk, staying on asforeign minister of a governmentusurped by Soviet puppets until flungbodily out the w inflow of his min-istry.

The phrase might well be used ofEdward R. Murrow. He. too, hadthe "four -o'clock -in -the -morning cour-age" to question denial of a pass-port to U.S. Congressman Leo Isaac-son at a time when even the NewYork Times had blessed the with-holding: to withstand enormouspressures from the CBS executivesuite and from Washington: and toact according to his conscience in

a hundred cases where it w ould havebeen easier. to most men, to do noth-ing. or to acquiesce.

But more importantly. he showedsuch courage in the most centralsense of the phrase-he never avertedhis eves from the dark clouds gather-ing and sweeping the world, neverhoned his bead from the storm.

\ lost of the broadcasts in the bookunder review are radio broadcasts:the editor points out that that'swhere Murrow had a chance to uselanguage.

So. through his language. OU canrelive the days of the Blitz. FOR'sdeath, Potsdam. Korea. the Arms -McCarthy hearings. all those yester-days in all their immediacy. felt.perceived. and recorded by an un-commonly gifted participant-%es. aparticipant. no mere observer.

Through Murrow's language, yousee it now. you hear it now. and.%%hat is perhaps the greatest meas-ure of his craft. % ou feel it now.- 1.1P.

68 Television Age, September 11, 19t,-

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Crouse (Continued /rom page 29)

journalistic freedoms are concerned,our future course could be drasticalkcurtailed.

It is heartening to note the celerityand firmness with which the majornetworks rejected Senator Scott's callfor a code of emergency procedure.All responsible broadcast news organ-izations have quietly, but effectiveh,drawn up their own set of guidelinesto aid them in difficult situations.But the fact of the matter is that nocode with other stations, networks ormedia would be workable. And whatmost of the critics overlook is thatthis type of arrangement would onklead to news management of theworst sort.

This is really the crux of why theRadio -Television News Directors As-

o sociation disagrees with the ABAover the free press -fair trial issue.This struggle is heading for a con-clusion early next year. Media repre-sentatives and bar association spokes.men have been working singly and

jointly in attempts to reach an under-standing. Agreement. however, is notpossible when you have opposingviewpoints, and such is the case here.

The ABA is pushing adoption ofthe Reardon Report. This was issuedahnost a year ago and calls for thesharpest restrictions in reporting ofcrime news. Justice Paul C. Reardonof the Massachusetts Supreme Courtis chairman of the special Free Press -Fair Trial Committee. It is his con-tention that all his committee is doingis, "cleaning the bar's own house."Justice Reardon professes to be per-plexed at the opposition posed bybroadcast news to his committee'sproposals.

`Management of The (Yews'

If the bar association were indeedjust "cleaning its own house," therecould be no grounds for objectionfrom the media. But the ReardonCommittee report, if adopted, wouldbar prosecutors, lawyers, judges andpolice from giving out any but thebarest information in a criminal case

CREDOof the Radio Television

The Radio Television News DirectorsAssociation believes that the broad-casting of factual, objective andtimely news is the finest public serv-ice radio or television stations canperform. An important objective forwhich every radio and televisionstation should strive is a newsroomcompetently staffed and honestly op-erated, with every effort made togive its listeners and viewers com-plete, prompt and intelligently -screened newscasts.In the furtherance of this beliefand this objective, RTN DA sub-scribes its allegiance to these Stan-dard; of Practice. Furthermore,RTND in-i-t. on the complianceof it- nololuq- mitt' these Standardsle( acticr.

Standards of PracticeI. The III!ws director, a. a key fig-ure in the broadcasting industry,has the public intere-ts as his fore-

st respon-ibility. llis principalpurpose is to keep the public well-informed.2. Complete coverage of the newsis the news director's prime object-ive, and the emphasis should be onSCI111e and understanding, particu-lar!) J. it C 'erns the Fleas within

"an listening area.3. Material selected for ne%scastmust be judged on its news meritalone.

News Directors Association

4. News presentation must be ac-curate, factual, in good taste, andwithout bias. Writer and newscastershould co-operate to avoid sensation-alism in reporting, writing, editingand broadcasting.

5. The use of the word "Bulletin"should be limited to label only thosereports of such transcendant interestthat they warrant interruption ofthe regular broadcast schedule. Theword "Flash" must not be usedcontrary to its historic meaning innews usage.

6. Commentary and analysis iiiiibt beclearly identified in all news broad-casts.

7. Editorial material mo-t not bemixed with factual Ile% reportingand, when it is ii-cd, it must beclearly labeled.

8. The race, creed. color or preionsstatus of an individual in the new,should not be mentioned unless itis necessary to the understandinwof the story.

9. No story, either wire copy or lo-cally written, should be used untilthe newscaster has read it under--tandingly. The 0111) acceptable ex-ception would be a late -breakingstory of such importance that thenear director or newsman on duty,on-idcr. it a "must" for a new-program already on the air.

at the arrest, the pre-trial heariiand the trial of a suspect. ItRTNDA's position that the ReardCommittee report amounts to an i%Ration to "judicial managementthe news." Adoption of the teemmendations contained in the ReardReport would cause all news mediagreat trouble in getting facts aboutcriminal cases from law enforce-ment officers, court officials andlaw) ers for the defense and prose-cution.

Briefly. the recommendations, ifadopted 13% the ABA, would forbid allsuch officials under threat of con-tempt penalties. to release or author.ize the release of -ain extra -judicial"statement, which the Reardon Com-mittee defines as anything that goesbeyond the public record. or when itis not necessary to inform the publicthat an investigation is underwaThe committee recommendationswould even forbid the defendantguilt or innocence or other mattersrelating to the merits of the casefrom being discussed.

The recommendations also wouldallow any defendant the privilegeof barring the public (includingnewsmen) from any part or all of

pre-trial hearing, or allow a

judge to take such action on his own.And the committee's recommenda-tions conclude with a provision toallow judges to hold in contempt anynewsmen who, in the opinion of acourt, circulate statements during acriminal trial "reasonably calculated"to affect the outcome of the trial o"seriously threatening to have suean effect."

TOO Little Crime Neu's?

Man% members of the bar havebeen complaining that broadcastnews doesn't pay enough attentionto crime news. It is RTN DA's conietion that adoption of the Reardon

Report w ill result in effectively cutting off broiolcast news (-overage ocriminal new s.

There are responsible industrleaders now who are advocating wdrop the ages -old battle against thABA's Canon 35, which prohibitcameras in the courtroom. The feeling is that the bench and bar needthe camera and microphone morthan the electronic media need at,

to the courtroom. There is meritto that line of reasoning. It is not too


4o

on

of1-

r

70 Television Age, September II, 1%7

sex H-16 cine system

some time now Bolex has been makingselling (at V to 'A less than any one

the best professional 16mm cine sys-you can buy.

4E MAN OPERATION.-Iiolex H-16ras have become famous for their rug-

- ess, dependability, quality optics andi weight, making them perfect for oner ( Fig. I ) filming operations and elimi-i ag the need for any kind of hack -up

FIG

,M CAPACITY.-The only thing that3 < H-16 cameras could be faulted onc that they only had a 100 ft. film ca -

v.

FT. MAGAZINE.-That's why we in-rred the Rolex 400 ft. film magazine toit )th the the H-16ilki in the Bolex H-16 tine system.

3NCHRONIZATION.-Used with theconstant speed motor (24 FPS) with

v output for lip -sync on TA inch tape and/natic built in clap -stick for easy syn-I lization, the 400 ft. magazine withAir the H-16 REX-5 or the H -I6 M-5,.his the professional user in any branch ofIlse production, science, industry or edu-a :o unlimited versatility and scope.

lIE TWO BASIC CAMERAS.-TheI '. REX-5 is a three lens turret cameraitoffers reflex viewing and focusing onr iid glass, allowing the photographerollete control of composition, framingliorrect evaluation of depth of field. TheI., M-5, built with economy in mind, is aler lens camera with viewing through ae vable optical finder mounted on theimif the camera. The H -I6 M-5 takes allWard "C" mount lenses or Pan Cinor

'Angenieux zoom lenses, both equippedreflex viewing and focusing.

NSES AND ACCESSORIES.-There0 fixed focal length lenses from 10mm;Omm in the H-16 system, and 7 zooms giving a wide range of zooming ni-

1 from 5 to I up to 10 to 1, including thes Switar 86EE, the world's first andfully automatic 16mm variable focalh lens, with zoom from 18 to 86thm.y accessories are available in the H-16m including motors, close-up attach -s, grips, matte box, titter, light meter,ring cases and both optical sound andal/magnetic sound projectors.

r

MANY APPLICATIONS.-Because of itsruggedness, compactness and light weight asingle operator can use the Bolex H-16 sys-tem for any of the following applications:

Sports filming, including coaching and train-ing films, for club and school use.Medical photography, surgical and research

Cinephoto micrography..4dvertising, promotion and TI' work for bothstudio and location shooting.Travel and educational filming.Wild life and nature photography..1mateur film making.Industrial filming, including training, record-ing, research and work study films.Memomotion and traffic flow studies.Periodic industrial data recording.Underwater filming, (with housing).Time lapse studies.Remote control filming.Instrumentation recording.

types of sound work.

FIG. 2

The H-16 REX-5 camera (Fig. 2), with400 ft. magazine, 24 FPS constant speedmotor, detachable take-up motor on maga-zine eliminating the use of old fashionedtake-up belts. The H-16 REX-5 offers reflexviewing and focusing on ground glass. Vari-able shutter. Filter slot. Accurate automaticdual frame counters and registrator clawfor picture steadiness.

Shown on the camera is a Vario Switar86EE zoom lens with automatic exposurecontrol and a zoom range of 18 to 86mm.Maximum aperture f/2.5.

FIG. 3

The 11-16 REX-5 (Fig. 3) shown with-out 400 ft. magazine. The camera takes 100tt. film loads and has all of the traditionalBolex features such as filter slot, variableshutter for fades, dissolves and greater ex-posure control, automatic loading and pro-vision to accept the 400 ft. magazine ifdesired. Lenses shown are Switar 10mmf/1.6, 25mm f/1.4, 75mm f/ 1.9.

FIG. 4

The Bolex H-16 M-5 ( Fig. 4), with sin-gle lens mount, an extremely economical,professional quality 16mm camera equippedwith such features as variable speeds, singleframe shooting, footage and frame counter,unlimited film rewind and automaticthreading.

FIG. 5

The H -I6 M-5 ( Fig. 5) can also be usedin conjunction with the 400 ft. magazine, 24FPS constant speed motor and recharge-able battery pack. This is an ideal set-upfor sports filming where a large film capac-ity is desirable to avoid loss of action footage.

SEND FOR BOOKLET.-If you wouldlike a free 32 page technical booklet on film-ing for television and a Bolex 16mm cata-logue write: Paillard Inc., 1900 Lower Rd.,Linden, N. J.07036

*A division of Paillard Incorporated, manufacturers of Hermes office machines.

Crouse (Continued from page 70)

far-fetched to conceive of the timewhen members of the bar will beseeking broadcast coverage of court-room activities.

These then are some of the press-ing problems that could inhibit theorderly development of broadcastnews. Notice I said could. I don'tbelieve the future growth of this one -eyed giant we fondly call electronicjournalism will be retarded by any-one. The American public hasgrown to know and trust what theysee and hear via broadcast news.They have come to expect excellence,and I believe the industry has grownright along with that trust and isproviding the viewing public with ahigh -quality product. Certainly wehave our critics. We always will. Wealways should. All we ask is that thecriticism be responsible.

`No Different Than Print'

The role of broadcast news is nodifferent than the print media. Acouple of years ago I wrote the chap-ter "The News Department" for thebook, Television Station Manage-ment. The role of broadcast news asstated then has not changed. Norwill it change.

I said then: "The role of broadcastnews is the same as printed news-to inform the public. This is jour-nalism and trained journalists mustdo the job. Basically the only differ-ence between the newspaper reporterand the electronic journalist isequipment. Both deal in facts. Bothweave these facts into a report, orstory. Both communicate this fin-ished product, the story, to the gen-eral public. We in electronic journal-ism have a distinct advantage overour newspaper colleagues. Our factsare fleshed out with the sight andsound of the story, which breatheslife into our reports. The televisionviewer not only hears what we aretalking about, he sees the story de-veloping as we sketch it for him.

"This type of reporting really isnot so excitingly new that it can't beeasily defined. It is basic communica-tion. And it demands that the prac-titioners be good reporters first.Electronic journalism today, andeven more so in the future, needsqualified, competent newsmen. Theplain fact is that our business is con-

stantly changing due to improvedequipment and techniques. It takes aknowledgeable man just to keep pacewith the constantly changing meth-ods, but a trained and capable re-porter or news writer can always finda good slot in a television newsroom."

What then does the future hold?Improved techniques certainly. Im-proved technical know-how andequipment are also on the way. Im-proved facilities are in the futurefor all of us. But these are the trap-pings. These are the tools with whichwe do our jobs and any improve-ments will only enable us to performwith a greater degree of efficiency,and thereby produce an improvedproduct.

The real improvement in broad-cast news, however, will still be madeby people-by the practitioners ofthe art. These improvements arebeing made every day in every sec-tion of the country. They are comingthrough better editorializing. Theyare showing up on home screens allover the nation as thorough, investi-gative reporting. The public is beingserved a varied fare of well-donedocumentaries.

There are more hours per week

About the Authorlay Crouse, new president of

the Radio -Television News Di-rectors Association, is news di-rector of the WHAS stations,Louisville. He has been with

them as a newsman since 1952.and as news director since1962. His news operation wonthe RTNDA national award forReporting of a CommunityProblem in 1964 for a three-part documentary on the soilerosion, floods, etc., caused bypoor control of strip and augermining in Eastern Kentucky.

devoted to general new programminin 1967 than there were in 1966 anthe trend continues upward.wHAS-Tv we just launched an hourlong local news format in the eveningThis continuing expansion of newsprogramming by the networks andlocal stations alike means a continu-ing demand for qualified people.

The half-hour news format in.augurated by CBS -TV in Septemberof 1963 was viewed with skepticismby many at the outset. Now there isserious discussion within the indus-try about 30 minutes not being longenough. Length alone is not the an-swer. Substance is the key. Andbroadcast news is producing substan-tive news programming to such a dgree that additional time is beinsought.

All Is Not RosyPerhaps this paints too optimistic

a picture of broadcast news today,Obviously, all is not rosy. There arestill too many radio and televisionstations that give less than lip serviceto their commitment to public serviceprogramming. Even the most dedi-cated broadcast newsman will be thefirst to agree that his ability to dohis job to the best of his talents willbe sharply curtailed by a lack ofadequate financial backing.

Certainly, money makes the differ-ence. I'm not talking here solelyabout financial reward for the in-

dividual. I am emphasizing the factthat station managements are becom-ing increasingly aware that it takessizable amounts of money to mounta good newsroom. I am also under-scoring the belief that news opera-tions ought not be predicated on thepremise that they have to show anet profit consistent with the risinggraphs of other station departments.

There are, quite obviously, still

too many stations-radio and tele-vision-that insist that their newsdepartments carry an equal share ofthe corporate fiscal load. The plainfact of the matter is that the station'simage in the market it serves is close-ly connected with the news job itdoes. The news department is the onedepartment of the station that hasthe opportunity to portray the sta-tion to the public every day. th

And this is precisely what RTNDAis all about. RTNDA is now of age.Since an inauspicious beginning inCleveland back in 1946, we have

II


grown in number to more than 1,100strong. We have altered our consti-tution and strengthened the organiza-tion. We have become internationalin scope. But we have never lost sight3f our goal, the improvement ofbroadcast journalism. We shall never;ease the crusade for more freedom)f information and better access to:he news.

RTNDA has gone to court protest-ng the FCC's order adopting pro-isions of the fairness doctrine as a'ommission rule. RTNDA is askinghat the order be set aside as a viola-i.in of the constitutional First1mendment guarantee of free speechoul free press. A victory would place

oadcasters more in line with printnedia in so far as journalistic free-I,,ms are concerned.

We now have the Carnegie andord Foundations looking over ourhoulders. Congress is in the midst.f legislating a Corporation for'ublic Broadcasting. And the Public;1 oadcast Laboratory is a reality.)ut of all these developments willome new ideas, new approaches.

I ew techniques and improvementshat will help shape tomorrow's ap-

proach to broadcast news.

Small (Continued from page 32)

ion is there but the busiest placeor news coverage is Washington.

Though percentages vary as new:rom Vietnam or the Middle East,r the central city (be it Watts or)etroit 1 pops into prominence. mostnajor newscasts return to Washing -on news for perhaps 30 per cent ofheir overall fare. In terms of newspecials, ranging from inaugurationsPresidential) to joint meetingsCongressional) and from weddingsLucil to hearings (Fulbrightl,Vashington provides, happily or un-iappil). the majority of interrup-ions in network schedules.

The record is studded with spec-acular performances, none moreiistoric than the role played by theVashington news bureaus during theamous "four clays" following the:ennedy assassination. Those dark:ays in November of '63 came aslose as television ever will to mak-ng newspapers superfluous.Wtih the exception of the AP,

JPI, local Washington newspapersincluding that local favorite, TheJew York Times), the networks havehe largest staffs. the greatest output,

and the most prestige in this capital.Washington network news cover-

age is directed by John Lynch atABC (across from the Mayflower onConnecticut Ave.), by myself at CBS(a few blocks away along M St. and"restaurant row") and Bill Monroeat NBC (on Nebraska Ave., a fewmiles to the northwest). Eachbureau has over one hundred peo-ple on staff, ranging from the Brink-leys and Sevareids to copyboys andstudio technicians.

In addition to directing their owncoverage, the bureau chiefs are

members of a formal pool with arotating chairmanship. It is this poolwhich coordinates and assigns con-stant coverage of major events, in-cluding Presidential appearances (aconference telephone line connectspool members and the White House).These men also represent the net-works in arranging coverage ofevents at the "Hill."

In addition to the networks, manynews operations are active in Wash-ington to serve station groups. Thereare also a few one-man bureaus cov-ering for individual stations and, on

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'elevision Age. September 11, 1967 73

L.

occasion, other individual stationsset up small bureaus. Most localWashington stations staff CapitolHill. Also active in news coverageare a number of foreign broadcastbureaus.

When a Washington story attractsspecial local interest, quite a fewstations from one area may set up atemporary Washington staff. Severalfrom Connecticut covered the Doddcensure case. In addition, individualstations frequently fly in correspond.ents to do interviews or discussionprograms with local congressmen.

Banquet Held Each SpringAll of these (and a number of

others who keep membership in theCongressional Radio and TelevisionGalleries for prestige purposes)gather at the dinner each spring. Thefirst annual banquet dinner of theHouse and Senate Radio and Tele-vision Gallery was held in 1940 atthe Mayflower. Bob Menaugh, super-visor of the House Gallery since itsinception. remembers that part ofthe entertainment was feeding in abroadcast of The Shadow. Onehundred persons were present andGen. George C. Marshall was thespeaker.

Today 900 to a 1.000 broadcastersand special invited guests attend theannual dinner. Every President sinceFDR has attended one or more ofthese banquets and the room glitterswith cabinet members. militarychiefs, members of the SupremeCourt and enough legislators to forma working majority of both housesof Congress. Entertainment rangesfrom Bob Hope to local types like LizCarpenter or Everett Dirksen.

One of the unique aspects of thebroadcast dinner is a network "gag"film. It is a compilation of earthyWashington humor with stings forthe most prominent of the guests inthe audience. In addition, the gagreel pokes fun at the news broad-casters themselves. Many a goofcommitted in innocence is in the filmto the dismay of correspondents whothought the matter swept away onthe cutting room floor. Networksthemselves are kidded. In 1966, therunning gag throughout the filmwas Senator Dirksen plaintively ask-ing, "And where is CBS? Has any-one seen CBS?"

It was 101 years after printed

media that electronic newsmen wonentrance to the congressional gal-leries. The first Press Gallery goesback to 1838 and the 25th Congresswhen local newspapers were givenfloor privileges. A year later, six out-of-town reporters were similarly ac-commodated. Exactly 100 yearslater, radio reporters gained access.

A committee of four organized theeffort. Led by the late Fulton Lewis,Jr. (who became first president ofthe Radio Correspondents Gallery),it included Fred Morrison of thenow defunct Transradio Press Serv-ice (he is presently in charge of pub-lic relations for the Republican Na-tional Committee), Albert Warner ofCBS (later to go to U.S. News andWorld Report) and Carlton Smithof NBC t later an NBC vice presi-dent). After the gallery committeewas formed, Smith was replaced byWilliam McAndrew (erroneouslylisted in one of the early member-ship lists as "Tom" McAndrew).

This small group prevailed uponRep. John J. ("Jack") Dempsey ofNew Mexico to put through an en-abling resolution in April 1939. Fivedays later, Iowa Sen. Guy Gilletteoffered a similar Senate measure andthe Radio Gallery was in business

About the AuthorWilliam J. Small has been a

radio-tv news director for mostof his working life. He is nowneus director and bureau chiefof CBS News, Washington, hav-ing come to CBS in the capital

in 1962. Previously be wasnews director of the \Nuts sta-tions, Louisville, and beforethat was director of news forMS Chicago. He began hiscareer in Texas, working forboth radio stations and news-papers.

Radio was not new to the CongressThe opening of Congress in 1923was broadcast, as was PresidentCoolidge's State of the Union mes-sage to that Congress two days later,on December 6. Actually, one monthearlier, radio had carried ex -Presi-dent Woodrow Wilson's ArmisticeDay message. In February 1924,Wilson's funeral services were broad-cast and in March of the followingyear, Coolidge's inauguration.

In 1939. however, the broadcasterbecame a congressionally recognizedforce. On June 26 of that year H. R.Baukage of NBC gave the maidenbroadcast from a gallery "studio."

The original gallery had 26 mem-bers. Today there are almost 450active members of the Radio andTelevision Gallery, and broadcastsare conducted daily by all networksand many others.

Message from FDR

When the gallery had its formalopening in July 1939, FDR sent amessage hailing its members as-pioneers in a great adventure."With a suspicion shared by politicalfigures ever since. the Presidentadded that he urged them to be"fair" in their coverage.

Television came later. HarryTruman delivering the first State ofthe Union telecast in January of1947. That same year saw the firsttelevised hearing-that of a HouseLabor Committee. The main witnesswas colorful Jimmy Petrillo. grandmaster of all union musicians.

The real impact of televised hear-ings, including the great politicalimpact, became evident in 1951 whenthe late Estes Kefauver held his crimeinvestigation hearings. Early the fol-lowing year. Speaker Sam Rayburnforbade television from covering Un-American Activities Committee hear-ings in Detroit.

Republicans were upset by the

Rayburn ruling, in part because amember of the committee. Rep.Charles E. Potter. was a potentialcandidate for a Michigan Senateseat. Potter's supporters called it anunderhanded means of keeping theirman off television in his home state.

In Washington. Minority LeaderJoe Martin Jr., asked for a formalruling. Speaker Rayburn said therules of the House are the rules ofits committees "and as far as the

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74 iiiTelevision Age, September II, 1967

Chair knows. there is no rule grant-ing the privilege of television."

Since Senate committees establishtheir own parliamentary procedures,the Senate continued to permit tele-vision but the now famous RayburnRule became the law of the House.There was an exception to come ayear later when the GOP won controlof the 83rd Congress. Joe Martinbecame Speaker and. without formalruling. allowed House committees topermit television but in 1954 theDemocrats regained control. Theyreverted to the earlier ban underRayburn himself and since his death,

under Speaker John McCormack.A few Senate committees also

have such a ban. Committee Chair-men Eastland I Judiciary) andRussell ( Armed Services) forbidcameras while in session. A third.equally powerful figure relented lastear when Senator John Stennis per-

mitted tv coverage of his Prepared-ness Subcommittee. He later ex-pressed pleasure with the perform.ance by the network pool. In Augustof 1967, Senator Eastland invitedtelevision for the first time as heconducted hearings on urban raceriots.

On the House side. however, it istill "stake -out" in the hall outside

and no television inside. One canmake a case for this contributing todiminishing House influence on thenational scene. Not many Housemembers are true national figures.Ironically. Adam Clayton Powell isalmost the only exception, thoughsome Representatives are known fortheir specialties (i.e., Wilbur Millsin tax legislation. John Moss for.freedom of information activity,

Misplaced DecimalA misplaced decimal point

gave a ten -fold pay raise (onpaper only) to the 14.267 serv-icemen and dependents at PopeAir Force Base near Fayette-ille. N.C., two weeks ago. In

the Special Report on the Mili-tary Market (TELEVISION AGE.August 28), the tabular data in-cluded with the story listed themilitary payroll at Pope AFBas $180 million a year. Thefigure should have been $181111111(II.

Gerald Ford for party activity, etc.).In contrast, many Senate figures

are household names (Dirksen, Ful-bright, Kennedy Ted and KennedyBob, Mansfield, Morse, etc.) andeven freshmen can achieve quick na-tional prominence (Percy, Brooke,etc.).

Without comparable exposure totelevision, the House is destined togrowing obscurity. This is unfor-tunate. Its work is of equal impor-tance. and coverage of the committee,since the floor of the House haslimited debate, is all the more vital.One can see the same witnesses saythe same things before two commit-tees. On the House side, it is wortha mention; on the Senate side, it cancreate a national stir.

Some day television news will helpbring the House into the contempo-rary scene. That day can't come toosoon.

There are other barriers (visualas well as sound) for television newsto crack. The Pentagon is still largelynewspaper -oriented (despite largeinvestments in broadcast services).The Pentagon has decision makers inPublic Information largely fromnewspaper backgrounds and mostsuffer the disease of newsmen -made -bureaucrats: they outdo traditionalbureaucrats as protectionists defend-ing the alleged "national good."Many federal agencies remain ner-vous about cameras, and a few grey-beards (of all ages) fail to see theimportance of the television newsaudience.

Though the nature of the mediumand its working materials leave con-quests yet to be made, television inWashington has travelled far in avery short time. Time and tech-nology will carry it further.

Dynamic (Continued from page 27)

restrict news coverage are mainly re-action to the omnipresent tv news-man, the viewer's attitude towardvideo is one of increasing trust andreliance. This is shown in the con-tinuing studies of public attitudes byRoper Research Associates for theTelevision Information Office.

A key question about news askedin five separate studies from 1959 to1967 showed a growing number ofpeople getting most of their newsfrom tv. In the former years. news-papers ranked first, with tv second;this year the ranking was reversed.

The latest tally showed that 64 petcent of the respondents listed tv

among the media from which they"usually get most of (the) newsabout what's going on in the worldtoday." The figure for newspaperswas 55 per cent. Radio was thirdwith 28 per cent, while other sourcesreceived small percentages.

Another indication of tv's standingas a news medium was in the answersto a question about which of fourmedia-tv, newspapers. magazinesand radio-would be believed in caseof conflicting reports among them.

Again, newspapers ranked first-as most believable-in 1959 with tvsecond. In 1967, tv topped the othermedia by a wide margin, with news-papers second and the other twomedia ranking a poor third andfourth.

This increasing trust and reliancein tv by its viewers is the answer,broadcasters feel, to any criticismabout the way the medium practicesjournalism and is proof that tv news-men and executives are carrying outtheir public service responsibilitiesas they should be.

NINALA. GA.GA./

LAND OF YEAR-ROUND

GOOD LIVING, GOOD BUSINESS

WC TTALLAHASSEE THOMASVILLE

BLAIR TELEVISION

Television Age. September 11, 1967

McAndrew(continued from page 31)

NBC News began planning its 19-68 political coverage immediatelyafter the 1966 off-year elections. Thecoverage will follow the pattern thatrepeatedly has proved successful.There will be some modificationsand, we hope, some improvements,but we are not contemplating anystartling innovations, simply becausewe see no need for any.

Both Areas Important

The increased einphasi:. on politicsshould not lessen the need or obliga-tion to continue extensive coverageof Vietnam or racial strife. Both ofthese news areas are likely to remainactive. Both pose problems for news-men.

Vietnam is not an easy story tocover. It's not even one story, butmany, with ramifications throughoutthe world. I think television news hassucceeded fairly well in explainingand interpreting a complex and oftenconfusing situation.

However, neither the reporters atthe scene nor the men behind desksin network news are fully satisfiedwith the effort, and a great deal ofthought is given constantly to findingways to do the job better.

In my opinion, network news cov-erage on the racial picture has beenan outstanding example of responsi-ble journalism. I am fully aware ofoccasional charges that the presenceof tv cameras tends to incite vio-lence, but I have seen no evidenceof their validity.

No one has ever been able to showany connection between the fact thatwe covered a riot in one city withthe outbreak of another riot some-where else.

This does not mean that we areunmindful of the potential danger ofa medium with the impact that tele-vision has. We are continually onguard against publicity seekers whowould like to use television for theirown advantage.

We know, for example, that somedemonstrations in the South werestaged early enough in the day sothat film could make northboundplanes and arrive in time to be shownon nationwide evening news pro-grams.

But, it is not always easy to dis-tinguish between a staged incident

and a real one. If now and then weinadvertently aid the cause of some-one looking for personal aggrandize-ment, we feel this is a lesser evil thanfailing to give the public the factsabout a newsworthy event.

The NBC News policy for coveringan explosive situation is simply touse common sense and good judg-ment. Our film crews go out in un-marked cars. Our reporters andcameramen work as unobtrusively aspossible without missing the action.We do not depend on film alone; weuse words behind the pictures, andthese keep the story in balance.

The third most important newsstory in the past year was that whichunfolded in the Middle East. Thispresented the threat of a world crisisfor a time. but, fortunately, the warbetween Israel and the Arab statesdid not become a larger conflict, asmany feared it might. Nevertheless,the tensions in the Middle East willrequire close watching.

The nation's space program, whichsuffered a setback because of thetragic accident in which three astro-nauts lost their lives, will resumeprominence in the news. NASA plans

for the Apollo 4 mission, usingthe huge Saturn 5 rocket, within afew weeks.

We can expect increased use ofsatellites as a part of regular newscoverage as well as for special eventsas soon as they become more avail-able and the rates go down.

One of the most gratifying thingsto those of us who are in broadcast

Huntley -BrinkleySandwich

Among the examples of sta-tions increasing news pro-gramming is WHIO-TV Dayton,which has put the Huntley -Brinkley Report in between twohalf hours of locallv-originatednews programming. The stationhad previously programmedlocal and regional news, sports,business news and interviewsfrom 6 to 6:30. This was re-tained and and a half hour be-ginning at 7 was added withlocal and regional news, sports,weather and features. The sta-tion reports increased audi-ences for each of the three halfhours.

journalism is the growing interest ofviewers in this kind of programming.The size of the audience for manyof the network news specials duringthe past year exceeded all expecta-tions. It is a trend that I believe willcontinue.

Salallt (Continued from page 31)not easy to resolve. There is nodoubt that any journalist has to selectfacts, has to decide what is impor-tant and what is not, has to empha-size some facts and play down others.

A newsman must ask himself,however, whether he's journalistenough to include all the relevantfacts, even if they work against him.

If you accept that and can putaside personal feelings, then I'd sayyou're objective. That's not a 100per cent definition, but, after all,we're dealing with human beings.

I can hear somebody say we tooka point of view in the four-part serieson the Warren Report. True, wecame to certain conclusions. It isalso true that for the first time in ourhistory we stated our conclusions inour own name.

In this case. we felt it was war-ranted. We weren't dealing with gen-eral ideas or with political philoso-phy. We weren't for or against anypublic policy. It was a controversyover facts, not ideas. We researchedthe facts and told the public our con-clusions. I'll grant it was unusual forus to go beyond the common practiceof talking to experts and participantsby setting up our own researchstudies. But that doesn't make it anythe less journalism.

I think the Warren Report seriesis the most significant thing we'vedone-certainly during the past sea-son. It was independent, investiga-tive reporting on a scale never donebefore. I don't know if we changedanybody's mind.

In the first place. we weren't aim-ing to reach the Warren Reportbuffs, who've long made up theirminds about the assassination. Wewanted to reach average people-people who had heard all kinds ofopinions about what really happenedbut had no way of evaluating thecomplexities.

Of course. it's hard to measurethe extent to which a program can



WFIL-TV does not have

a copyright on

Television Instant Poll

Last February, for the first timein the history of television, WFIL-TVinvolved its viewers by the thousands asparticipants in its nightly news.

Through Television Instant Poll(TIP), the 7 O'Clock News audience isasked to vote "yes" or "no" on a topicof current interest.

They respond by calling batteriesof "yes" and "no" phones which areanswered automatically and registeredon an electronic counter.

The results of the voting are broad-cast on the 11 O'Clock News the samenight.

After the very first program, WFILknew it had really started something.(Other stations had asked viewers torespond, but never on a regular, sched-uled nightly basis.) A Philadelphia judgecited a TIP vote in pronouncing sentence.Stations in various parts of the countryasked, us about TIP and several startedtheir own version. Tonight's Big Questionin Baltimore. Television Audience Pollin Pittsburgh. And by the time this adappears, a station in Washington will

also have started a nightly audiencetelevision poll.

On August 24th, TIP was expandedto a two -station hook-up for one night.Both WFIL-TV and WIIC-TV, Pittsburgh,asked their respective eastern andwestern Pennsylvania audiences whetherRobert Kennedy should be drafted as acandidate for President in 1968.

The result: just about the samefor both cities. More than six out of tenvoted "no:'

WFIL-TV is proud to have orig-inated TIP. We believe in it as a toolof democracy in action, that its instantplayback will involve the voter in local,state and national issues to an extentno one has yet imagined. And that thepower of television's numbers, profilingthe voice of the people every night, willengender respect and attention on thepart of public officials.

As responsible broadcasters, we areglad to share TIP with any interestedstation. To find out how it works, callor write Pat Polillo, News Director, AreaCode 215, TRinity 8-9700.

A TRIANGLE GROUP STATION WHL-TV6As we go to press, WLBW Miami, WJW Cleveland and WGAN Portland, Me. have started TIP.

Television Age. September ii, 1967

Salant (Continued from page 76)

change a person's mind. Anyway, ourpurpose isn't to change people'sminds.

We get letters, but I don't paymuch attention to them. Letters arenot representative. They're just frompeople who like to write letters. It'svery hard to keep a complete record.Some letters come to the affiliates.some come here. The reporters getletters addressed to them. WalterCronkite got about three-quarters ofthe mail that came in on the WarrenReport series. I've been asking oneof my men to keep track of the mailand its general tone. But he hasn'thad time. We don't have too manypeople around here. I like to keepmanagement and supporting func-tions thin.

The Warren Report series bringsup another point about tv news-itslength. Some people may havethought the series was the first of anew type of news special-one thatgoes on and on, night after night.

It's not that way at all. This serieshappened to need four nights, so wegave it four nights. I hope it hasn'tstarted a trend. I would resist, forexample, news programs that go onfor four, three, even two hours. Thatrequires a lot of attention. I don'tthink people will pay attention to anews show that long. It would makeme restless.

Writing with ImpartI don't pretend to understand

Marshall McLuhan but I feel thata writer has to adjust in working intv. He has to write for the eye andthe ear. And it must be memorable.The viewer can't go back to readsomething he didn't recall or didn'tunderstand. So the medium controlscontent to that extent.

I feel we've neglected writing intv. Eric Severeid spends a lot of timewriting his two or three minutes thatwill be on the air. We've been focus-ing on word content, but I'm talkingabout the marriage of content andstyle.

Do our words lack impact becauseof the way we write tv news or be-cause the picture is distracting? I'minclined to think it's the former:Words and pictures can complementeach other very well. This area of"multi -channel communication" is

very interesting. It seems to be truethat if the picture is not related tothe words the viewer doesn't hearthem.

I can recall an example of this ina documentary on DeGaulle someyears ago. There was a section aboutthe secret army organization that wasopposing French withdrawal fromAlgeria. One of the leaders of thisgroup was describing their objectives.It was done voice-over while picturesof riots in Algeria were on the screen.Since there was no direct connectionbetween the words and the pictures,the results were distracting. BecauseIbis is true, the writing must followthe pictures in most cases.

There was an interesting studydone some time ago on army train-ing films. Two versions were made.In one, Hollywood people were hiredto make some dramatic footage-pic-tures of combat, and so forth. Theinformation was given voice-over.The other version was the straightlecture type. Later, a test was madeto see which version put across themost information. The winner was

the straight lecture. This doesn'tmean that you can't be interestingwhen you're trying to inform anaudience. There must be some kindof compromise between stimulatingthe viewer and giving him the facts.

I would like to see more personaljournalism around. On television,most of your material is by-lined,anyway, in a sense, since the an-nouncer is only anonymous when youcan't see his face. I don't go forgroup -think journalism. That's notgood for anybody. If there's moreroom for news on tv, there will be"columnists" in time. I hope we getmore Ed Murrows around.

Some people feel that the personalside of visual journalism has to bevisual-in other words, the personalcamera. But the camera can't sayenough. There has to be content andthoughts, expressed in words. A tvjournalist cannot be just a cinema-tographer. If he's not a journalist,too, he'll get into re-enactments andstaging. You won't know where thefacts begin and fiction ends.

Tv Members of Congressional GalleriesBekm is a listing of tv broadcasters Is ith newsmen entitled to admissionto the Radio and Television Correspondents' Galleries in Congress.Not listed are the networks and vhf stations located in Washington, allof which also have newsmen entitled to admission to the gallerie-.

CBS Television Stations: WCBS-TVNew York, KNXT (TV) Los Angeles,WBBM-TV, Chicago, WCAU-Tv, Philadel-phia, KM0X-TV, St. Louis, (Lincoln M.Furber, John H. Mulera, Joseph Neil,George M. B. Reading, Mary WorthWarren, Philip Ford Young III).

The Evening Star Broadcasting Co.Washington News Bureau: WCIV-TVCharleston, WLVA-TV, Lynchburg, wvvi.-TV, New Orleans; also covers for WMAL-TV, Washington, which has own newsbureau (William H. Bahruth, CharlesH. Brager, John R. Harter, Paul D.Young).

Metromedia, Inc.: WNEW-TV NewYork, WTTC (TV) Washington, KTTV (TV)Los Angeles, KMBC-TV Kansas City(Daniel M. Blackburn, Pye Chamber-layne, Kathleen Mary Day, Florence S.Lowe, F. M. "Jim" Randolph, Walter C.Rodgers).

RKO General Broadcasting: WOR-TVNew York, WRAC -TV Boston KIIJ-TV LosAngeles, WHBQ-TV Memphis, witcr (Tv)Hartford, act.w-Tv Windsor (CliffordEvans).

Storer Broadcasting Co.: WJBK-TVDetroit, WJW-TV Cleveland, WSPD-TVToledo, witt-ry Milwaukee, WACA-TV

Atlanta, WSBK-TV Boston (Fay GillisWells, Linton Wells).

Time -Life Broadcast, Inc.: KLZ Den-ver, WOOD -TV Grand Rapids, KOCO-TVSan Diego, KERO-TV Bakersfield, WFBM-Tv Indianapolis (R. Norris Brock, CarlC. Coleman Jr., Lucille Enid Larkin,J. W. 'Bill' Roberts).

Triangle Stations, Inc.: WFIL-TV Phila-delphia, WFBC-TV Altoona, WLYH-TV Lan-caster -Lebanon, WNBF-TV Binghamton,WNHC-TV New Haven, KFRE-TV Fresno(Anne Denton Blair).

WAVE -TV Louisville (David E. Hender-son).

WDSU-TV New Orleans (RoulhacHamilton).

Westinghouse Broadcasting Co. Inc.:WBZ-TV Boston, KYW-TV Philadelphia,KPIX-TV San Francisco, KoKA-Tv Pitts-burgh, wiz-ry Baltimore (StanleyBrooks, Peter R. Clapper, Sid Davis,Rod MacLeish, Richard Rosenkranz,Arthur Schreiber).

WGN Continental Broadcasting:WCN-TV Chicago, KWON -TV Denver, KDAL-TV Duluth (Robert F. Foster, Henry0. Wilson).

WTVD-TV Durham (Jack Williams).


you're a promotion man, you should becploring the changing role of promotion ine exploding field of communications.)u should meet with other promotion expertsiger to share their know-how and.ofessional savvy.NJ should head on to Toronto this fall for the167 BPA Seminar ...IIAN: The Communicator.

to Toronto ... where the promotion is!'th ANNUAL SEMINAR, ROYAL YORK HOTEL,-)RONTO, CANADA,CTOBER 16-18, 1967.hr the full story contact BPA.IAN -MEMBERS: Come join us. Registrationle applies to your membership dues!

Idevision .4ge, September 11, 1967

Broadcasters Promotion Association1812 Hempstead RoadLancaster, Pennsylvania 17601

Get your registration in now . . . while you are thinking about it! Earlyregistrations save you money!

CHECK ONE:Voting Member Affiliate Member 0 Associate Member CI Non -Member CIAdvance Registration: BPA Member $50.00, Non -Member $65.00Registration at Seminar: BPA Member $55.00, Non -Member $70.00Are you bringing your wife? Yes No

Name

Station or Firm

Address

City StateAttached is my check for $ as my advance registration fee.

Mail this registration form with your check to BPA address above.L

79

What would induce 17 busy media and advertisin

executives to meet again and again to evaluat

media promotion campaigns?

MAL OCHSDir., Media 8 ResearchCam PDe I I -E v. ald

DANIEL McGRATHAssoc. Media DirectorTatham -Laird & Kudner

JOAN STARKAsst. Grp. Head,Media Dept.Grey Advertising, Inc.

BRUCE SMALLAsst. V. P.-8 Mgr.,Spt. Bdcst. UnitTed Bates

RUDY WAHLIGMedia DirectorDoremus 8 Company

Here's what one said

"I consented to serve on the Gold Chevron Award Panemore for my own sake and the improvement of the profesion than for Standard Rate . . . We all want to help improvthe quality of the information upon which we base oubuying. The people who take the trouble and time to fashion worthwhile campaigns in SRDS should receive due recognition."

What is the Gold Chevron Award?DOROTHYMedia Department

SHAHINIANIt is not a prize for winning a contest.

ITSM Div. ofMcCann-Erickson

J. (Jack) T. D. CORNWELLMgr., Adv. 8Sales PromotionCelanese Chemical Co.

WILLIAM SCHINKV. P. 8 Sr. Media Cons.G. M. Basford

TERRY PELLEGRINOAsst. to Sr. V. P. 8Media Dir.Young 8 Rubicam

It is a mark of recognition, by agency media executives, advertising managers and advertisers' medianalysts, of a medium's effort to provide the kinds oinformation they need to help them buy.

It can be earned by any medium whose Service -Atprogram in SRDS, in the estimation of the panelists,idoes a better -than -average job of meeting the infor-:mational requirements of people who use SRDS.

What's unique about it?

The Award criteria are not based on art techniques or scin-tillating prose. They are not based on a campaign's suit-iability to sales objectives. They are based on how well the;service advertising campaigns are oriented to the buyers'needs - how complete the media information is . . . how

useful in helping them plan media campaigns and buywisely.

THURMAN PIERCEAssoc. Media DirectorJ. Walter Thompson


ROBERT WIDHOLMMedia Group SupervisorNeedham, Harper &Steers

INOLD KICZALESgr., Creative Serv.nde Div.,lion Carbide

AWARREN REBELLV. P. & Acct. Exec.Campbell -Ewald

DAVID D. KEEGANMedia CoordinatorThomas J. Lipton

/ho benefits (besides Award winners)?

ALL media have access to the panelists' analyses ofmedia campaigns (anonymously, of course). It canhelp them orient their own sales approaches moreclosely to buyers' prime interests, hence make theirown Service -Ads more effective.

Buyers will find much more useful information inSRDS where they want it and use it.

here are no "entries"

edia do not "enter" campaigns for "judging." Gold Chev-in Awards are made on the basis of continuing scrutinyi Chevron Award Panelists of continuing campaigns inR DS.

:OMINGforthcoming ads significant observations and sugges-

)ns of the panel will be reported, verbatim. How canedia use their Service -Ads to best advantage? What points'e more significant than others? How can even the Award -inning campaigns be improved? Watch for future SRDSports in this publication.

IN SRDS

YOU ARE THEREselling by helping people buy

GRACE PORTERFIELDBuying Group ManagerTed Bates

JOSEPH H. NEWMANMedia DirectorMarsteller, Inc.

RICHARD TREAMedia DirectorRichard K. Manoff, Inc.

STANDARD RATE & DATA SERVICE. INC.5201 Old Orchard Road. Skokie. Illinois 60076312-YOrktown 6-8500Sales Offices. Skokie New York Los Angeles

re/elision .9ge, September 11, 196781

Lower (Continued from page 31)

medium, there's much debate aboutthe proper role of tv news. I men-tion the two incidents above not be-cause they are unusual, but becausethey are common. They are the com-mon illustrations of the special con-tribution that television makes to thebusiness of news.

But it takes only a little reflectionto see that being in the right placeat the right time is not the most im-portant contribution, dramatic andeye-catching as it may be. More im-portant is that television signals thesignificance of a news event simplyby covering it. Nothing extraordi-nary may happen. but the event asa whole is brought to the attentionof viewers who ordinarily wouldnever get around to reading about it,and who would not stay peeled totheir radio for long periods.

The Mid -east Debates

Take this year's United Nations'debates on the Middle East crisis.The Security Council sessions werecovered in detail and over live tele-vision for the most part. No singlespeech or incident stands out fromthose debates-the way the Steven-son challenge stood out years before.Many of the speeches were overlong,over -detailed and boring. Most wereone-sided, one way or the other, andsome were distastefully bitter. Yet ontelevision the Security Council ses-sions remained fascinating through-out and as they unfolded revealed arealistic, if grim view of internation-al politics today.

The point is that only televisioncould have done that. No readingof the proceedings of the Councilcould have brought across the drama,the emotion of those meetings. Andrealistically. how many read thetranscripts of those speeches-in thefew newspapers where excerpts ofany length are available?

It's clear then that television gavesignificance to the Security Councilsessions simply by being there, andat the General Assembly debate thatfollowed. Television is a volatilemedium, however, and what I've justsaid cannot be applied unthinkingly.The most recent eample, of course,'isthe series of riots that hit the citiesthis past summer. Blanket coverageof the riot situations would havebeen unwise and, perhaps, unfair.

IThere was thorough coverage, ofcourse, but controlled by the judg-ment and perspective of news pro-ducers and executives.

In a Security Council meeting thetelevision camera is an unseen wit-ness-but not on a riot street. Thisdanger was noted by ABC's vicepresident in charge of corporaterelations, James Hagerty, when in aletter to Senator Hugh Scott con-cerning riot coverage he noted: "...our news crews have been instructed

etoth,

N,***It<"._A..5..-tz:_

by our news executives to do alltheir command to avoid being paof a news event rather than thchroniclers of it." With very feexceptions, we succeeded in this.

The other principal emergencynews event that arose this year wasthe death of the three astronauts intheir capsule during a dry run. Thetragedy was covered in a variety ofspecial programs, special reports, onnews programs, etc. The funerals of


New $500,000 studio for WRCB-TV Chattanooga is expected to be readyJanuary 1968, according to Jack N. Berkman, president of Rust Craft Broad-casting. To be built on two -acre tract immediately across Tennessee Riverfrom downtown section of city, studio will contain latest in color equipmentincluding color processing, said Harry D. Burke, vice president and generamanager of the NBC affiliate.

View of $3 mill:on building complex to be built by KLZ-TV-AM-FM, Denver.Hugh Terry, president and general manager of stations and head of WesternDivision of Time -Life Broadcast, said new center will triple present facilities.Demolition of buildings on present site, adjacent to stations' current quarters,began after Labor Day. Target for completion is late 1968. The tv stationswill have three studios, largest of which is bigger than combined presentstudios, Terry said. New communications center of nearly 90,000 square feetwill include film and tape production facilities.

82 IITelevision Age, September 11, 196

Why didn't 9,643,862 media Impressions work?

simple!...inadequate distribution!

e end result of all advertising is measured by ay simple common denominator .. . SALES.

ie media investment can only pay off where theeying decisions are made .. . in the store.

Pi:arly 7 out of every 10 purchases result fromline decision made in the store.

-

pecifically

Planned

ALL PRODUCTS AVERAGEPER CENT OF PURCHASE S

Generally Store

Planned Substitute + Unplanned= Decisions

31.1 17.2 1.8 49.9

1) mtstititer Haying Habits Study

68.9

NI timely, actionable, in -market distributionalelligeuce is available to qualified advertisers:

Distribution (in -stock or out -of -stock) WITHNAMES AND ADDRESSES OF OUT -OF -STOCK STORES.Number of items on the shelf.Number of shelf facings.Shelf position (top, eye -level, waist -level,bottom).Special displays (aisle -end, bins, etc.).Point -of -purchase devices (special attention-getters, such as shelf talkers, window streamer,store banner).Date each store was checked.Price of item, store -by -store.

MSI serves the following quality mediawith actionable in -market distributional data:

Atlanta WAGA-TVAtlanta MI -RadioBaltimore WITH -RadioBuffalo WGR-RadioCharleston, S.C. WUSN-TVCharlotte WBT-RadioCharlotte WBTV-TVChicago WBKB-TVChicago MacFadden Pub.Cincinnati WSAI-RadioCleveland WIXY-RadioColumbus, 0. WBNS-RadioDenver KBTV-TVDenver KBTR-RadioDetroit WXYZ-RadioDetroit MacFadden Pub. .

Duluth WDIO-TVFlorence, S.C. WBTW-TVHartford WPOP-RadioHuntington/Charleston WHTN-TVKansas City KMBC-TVKnoxville WKGN-RadioLos AngelesLos AngelesMiamiMilwaukeeMinneapolis/St. PaulNew York CityNew York CityNorfolkOklahoma CityPortland, Ore.Raleigh/DurhamRichmondRichmondSt. LouisSan FranciscoSan FranciscoSpringfield, Mo.Washington, D.C.100 Cities (Discount Stores).

Storer TV SalesRobert E. Eastman Co.Robert E. Eastman Co.Katz AgencyEastman TVBlair RadioTvARABC TV Spot SalesMB Sales Corp.Robert E. Eastman Co

. Robert E. Eastman Co.Blair RadioPeters, Griffin. WoodwardAvery-Knodel. Inc.Blair Radio

. MB Sales Corp.Eastman TVBlair TelevisionBlair RadioEastman TVMetro TV SalesRobert E. Eastman Co.

KGIL-Radio Robert E. Eastman Co.MacFadden Pub. . . MB Sales Corp.WGBS-Radio Major Market RadioWITI-TV Storer TV SalesKRSI-Radio AreawideCommunicationsWPAT-Radio Katz AgencyMacFadden Pub. . . MB Sales Corp.WNOR-Radio Robert E. Eastman Co.KTOK-Radio Robert E. Eastman Co.KPOJ-Radio Edward Petry & Co.WTVD-TV Blair TelevisionWLEE-Radio Robert E. Eastman Co.WXEX-TV Eastman TVWIL-Radio Edward Petry & CoKKHI-Radio Robert E. Eastman CoKGO-TV ABC TV Spot SalesKTTS-TV Eastman TVWTTG-TV Metro TV SalesThe Discount

Merchandiser MB Sales Corp.

MEDIA SURVEY INC

444 MADISON AVENUE

NEW YORK. N. Y. 10022

(212) PLaza 1-1660 Teletype No. 710-581-6776

elerision .4ge. September 11, 1%783

Lower (Continued from page 82)

the three astronauts were carriedlive. Coverage was full. In fact,more than one NASA official thoughtthe tragedy was over -covered, in thesense that it cast such a pall of fail-ure over the program.

Of course. at that point the pro-gram had failed and the tragedythat struck seemed to many to bepointless. But what would the spaceprogram-and the astronauts-havemeant to the public if television hadnot devoted so much time to it forthe past two years? Don't mistakemy point. The other media wouldhave done a good job in involvingthe public interest. But for sheervicarious excitement, can anythingmatch the moment of blast-off ontelevision. or the moment of splash-down and recovery?

Third Case of Judgment

Of course, there were periods inbetween blast-off and recovery whenvery little happened, but to havecovered only the beginning and theend would have been to distort thepurpose of the mission. This is in asense a third case in which judg-ment of cover-age is appropriate.

Every executive in tv news spendslong hours pondering just what thefunction of video journalism is. Butone thing. at long last, is clear: it isno longer a step -child to print.

I don't say this just because tele-vision can now offer news coveragecomprehensive enough to keep anycitizen informed of the major issues.I say it because we have learned howto use television as a news medium.A great deal has been written abouttelevision news' role in the coverageof the riots this summer. Most writ-ers have explored the possibility thattv somehow prolonged the disturb-ances, but practically no one hascome to that conclusion after lookinginto the matter. The New YorkTimes' Jack Gould, in a long col-umn analyzing the problem, con-cluded that tv journalists and theirfilm crews played it just about rightthis summer.

On the other hand, television newsdid bring across the dimension ofwhat happened. did convey themindless passion that gripped manyof the looters and hoodlums, and didshow (in pictures that no other med-

ium could translate) that the mostpitiful victims of the disorders wereNegroes themselves.

I think it's safe to say that thepicture most Americans have of theriots and their aftermath is one theygot from television-for the mostpart-and not from the print media.On the other hand, the public's pic-ture of the outbreak of fighting inthe Middle East was formed for themost part by newspapers and radio.This, of course, is television's con-genital problem, and will be untiltransocean satellites are as commonas AT&T land lines in the U.S.

Nevertheless, when film started arriving from the Middle East, the wcertainly took on a new dimensiofor many viewers.

Next year, men will again be obiting the earth on their way to th.moon. It will be largely a televisiostory. The presidential elections ancampaigns will excite the country,and it will be essentially a televisionstory. A President will be elected,and it will be a television story.

The fact that these will be televi-sion stories is perhaps the best in-dication that television news hascome of age.

Urges Care In Using Ad Spending EstimatesCompetitive expenditures in ad-

vertising must be used with care,says Needham, Harper & Steers inits latest marketing services news-letter.

Network television data come fromtwo published reports-Leading Na-tional Advertisers (LNA) and Broad-cast Advertising Reports (BAR),which are similar in their content,data -gathering processes and costestimates, NH&S points out. Thereports come out monthly, detail thenumber of network minutes by brandand program and are obtained bymonitoring the direct eastern feedsof the three networks. These moni-tored tapes are then checked againstmonthly network schedules to adjustfor regional activity, the agency ex-plains in the newsletter.

Program costs are an average ofestimates from the networks andfive advertising agencies. Therefore,says NH&S, reported expenditures"are liable to differ from actualdollars spent since the program costsare rough estimates and do not takeinto account the many 'package buys'characteristic of network sales."

As for spot expenditures, which pi

come from LNA/Rorabaugh, theagency says they must be used with"extreme care." It gives thesereasons: (1) Not all stations reportto the service, (2) costs are basedon one-time rates and do not takeinto account discounts and deals, and(3) brand identification is often in-complete and sometimes grouped inmiscellaneous categories that aredifficult to break out.

S

Iti

John Hlavacek, foreign correspondent for KMTV Omaha films a wagon -loadof Bulgarian farm workers during tour of eastern Europe. He shot footagefor six hall -hour specials for airing in early Fall. Together with wife, PeggeParker, also an accredited foreign correspondent, and four of their children,he toured, in addition to Bulgaria, Yugoslavia, Poland, Rumania, Czecho-slovakia and East Germany.

ui

kh


CMord Botway had been a vicepresident and associate media

lirector for 1 I years-live at Dancer-;Itzgerald-Sample. nine at Ogilvy &lather --when he was asked, by the

tirincipals in Jack Tinker & Partners,o join their operation as medialirector and associate partner.

According to Botway. they offerediim not only a chance to move upnd a chance to work with a brightww agency. but "the opportunity tolave the media investment given anice at the very- top level of man-ement." That was something new

ii media. he suggested."The character of agencies is

hanging to a degree." Botway ex-ilained. "and the responsiblity ofnedia departments to clients is

hanging drastically. I was mostinxious to he in an environmentOwn. I could influence that changeaid participate in it more actively."

TIII' change. he feels. has to do1 w ith increasing client awareness1.11 cii,,tive advertising has as much

ilo ith how and where the moneyspent as it has to do with how

w product story is told. As a re-ult. he says. media departments areecoming more important in the totaldvertising picture and experiencediedia men are gaining long de-erved prestige.

"It's very lucky for an individual) be in the media business today."e observed. "because in some re-pects, we are the corners. We'veeen in a depresssed industry forears, and the world is waking up) us all at once."The Tinker shop is in the fore -

0111 of that aw akening. the media'rector feels. The fact that Botwayecame a full partner in the firmlittle over a month ago may well

e proof of that. Botway sees hisppointment as a "recognition withine management of this company ofIe importance of where the money

spent and how much ought to bepent.

In the picture

"I have advised some of ourclients to spend less money on cer-tain campaigns," he said, "and thereis no argument on that kind ofadvice between the media depart-ment and top management, becausethe media department is in top man-agement."

The increased importance of themedia function at Tinker has re-

sulted in a new attitude towardmedia personnel. "We are attractingbrighter, better, more intelligent ad-vertising and financial consultants,as opposed to media clerks," Botwayemphasized. "And for those peoplesmart enough to realize that theconsultant is in and the clerk is out,there is obviously a very excitingfuture.

"It always amuses me when mediadirectors lament the fact that theycan't get good people, or that buyersjump from agency to agency," hemused. "We're flooded with goodpeople. Our people don't leave usbecause when we do get them, wedon't make clerks out of them. Theyfind a position of importance in anagency where they'll be listened to."

At Tinker, media buyers do theirown planning. They carry those'plans to the client, present them,and explain them. "This is an ad-vantage to the client, because he isexposed to the thinking of the peoplewho did the thinking without therisk of multi -stage misinterpretation.and it benefits our people in thatthey are working in a real situation.If their work is not satisfactory. theyknow it from the man who pays thebills."

Botwav sees this technique ofoperation as a direct outgrowth

of what he calls Tinker's creativeinvention, which is to have thepeople who write the copy communi-cate directly with the client. "It alsoreduces the personnel load at theagency." he added.

If advertisers are placing more

CLIFFORD BOTWAY

New Tinker partner

emphasis on media and demandingmore experienced media personnel,as Botway says they are, does thismean that other agencies will re-model their operation along the linespursued by Tinker? They'll have to,Botway feels.

"Clients, who are primarily busi-nessmen, have an absolute awarenessof the ability of the people theyare doing business with, and agencieswon't be able to live with bad mediadepartments anymore. If they'regoing to attract more able people,they'll have to change their methodof operation. This is a body blowto many agencies modelled alongmore classic lines of organization,where the media function is splitup among buyers, planners, assistantmedia directors, associate mediadirectors, and what have -you. Let'sface it. Reorganization is expensive."

At the helm of an agency mediadepartment which feels it is al-

ready in step with the changingattitude toward media operations.Botway is an enthusiastic spokesmanfor change and a campaigner forequality between media and creativedepartments. "Agencies must recog-nize that using their dollars ad-vantageously in reaching consumersis as important as what they sayto the consumers." he insists.

re/elision Age, September 11, 196785

THE LIGHTER SIDE In cameraWho says tv skirts the burning is-

sues of our time? Why, a glance atthe fall schedules show that, farfrom being an "escapist" medium, tvis facing controversial subjects withno holds barred.

Some of the controversial subjectsand the shows that apparently dealwith them:

Birth control-Accidental Family.Ronald Reagan and racism-Cow-

boy in Africa.LSD and religion-The Flying

Nun.Hippies-Gentle Ben.Repeal of the 24th Amendment in

favor of unlimited terms for LyndonB. Johnson-The Second HundredYears.

DeGaulle in Quebec-Mission Im-possible.

Dean Rusk and the intellectuals-Get Smart!

Psychosis in American life-Man-nix (Manics, get it?)

Urban renewal-Rat Patrol.Lady Bird's beautification program

-Green Acres.

D

The nudity movement-CimarronStrip.

The brain drain-Star Trek.Synthesis of the sexes-He and

She.The Chinese H-bomb-Run for

Your Life.The miniskirt issue-Petticoat

Junction.The new super narcotics-Iron

Horse.Summit conferences-Off to See

the Wizard.Extortion in New Orleans-Gar-

rison's Gorillas.Amphetamine addict-Flipper.What to do with our senior citi-

zens-Mothers-inLaw.Mrs. John F. Kennedy-That Girl.

At New York's School of VisualArts, a training ground for agencyart directors and commercials mak-ers, there were signs of an approach-ing hegemony of the art director inthe course catalogue. For example,course E-205 was entitled "Don'tCall Me An Art Director"..."Call Me

..4 MI I -.1 what, on the other channel., .bile he's running bases?"

a Complete Advertising Man.Course E-317, called "Who Are YouWhat Can You Do? A Class in Ulearning," aims to teach participanto "try to start thinking of ourselvas different from everyone else." Loof luck, fellows.

Schizophrenia in prime time: Th90 -minute series based on Anatolieof a Murder which MGM -TV is prparing for future network presentaLion may reflect the fact that, asnation, we are often schizophreniso much so that we take it for graned. Producer Ingo Preminger saithe main character in the series wibe a small town criminal lawyer whtravels "wherever a case appeals thim, although by nature he woul'prefer to stay home, fishing."

The actor who gets the role whave a tough time figuring out ;character's "motivation."

Montreal -born, erstwhile "Frenchbombshell Fifi D'Orsay, who hanever seen Paris and who admits tobeing 63. said the other day on ThMery Griffin Show, "I was once asexpot, but now I'm a sexagenarian."

We're happy to see that in gettingolder, Fifi is not changing her outlook.

The hour-long space adventure-cries, Thunderbird, filmed in Britain

ith "supermarionettes, revolvesaround the intrepid astronaut JeffTracy and his five sons, all membersof International Rescue, a hush-hushorganization of the 21st Century withhideaway cliff -faced headquarterssomewhere in the Pacific, always onthe alert to spot trouble and protecthumanity.

Featured are five super scientificmachines. which are the real stars.Thunderbird I is a fast scout vehicle.Thunderbird II is a huge transportcraft which carries an underwaterrocket. Thunderbird IV. Thunder-bird III flies deep into space andThunderbird V is a monitor satellite.

We think the only answer to scien-tific escalation on tv is unilateralwithdrawal.


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