exclusively. .. spot radio

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Agric & Applied Science A 101
THE BUSINE 22271 AND RADIO
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Fargo No Dak DEC&
NEWSPAPER.
MAY 15, 1961
That NAB convention: the most explosive in How advertisers & agencies reacted to the
two decades 28 chairman's ultimatum 53
Text of Newton Minów x oriels,é. _ YfK advisor Landis huddles with Harris on
warning to tv x. .`....,.....,:::.,58: .'.réorgenization plans . 92
COMPLETE INDEX PAGE 7
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BROADCASTING, May 15, 1961 3
Get the LION'S share ...
. .,
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... of the Dallas Ft.Worth market with Channel 4
-
KRLD -T V reaches more homes in the great Dallas - Ft. Worth
market than any other station.
The March 19, 1961, Nielson Station Index shows KRLD -TV's
average number of homes reached per quarter -hour in the six
summarized time periods to be 42.2% greater than Station B, 55.4%
greater than Station C and 183.3% greater than Station D.
Reach the Dallas -Ft. Worth Market EFFECTIVELY with Channel 4
represented nationally by the Branham Company
THE DALLAS TIMES HERALD STATIONS
Clyde W. Rembert, President
MAXIMUM POWER
TV -Twin to KRLD radio 1080, CBS outlet with 50,000 watts.
BROADCASTING, May 15, 1961
NAB breakaway? CLOSED CIRCUIT=
Portents of "rump" movement look-
ing for creation of protective associa-
tion of broadcasters growing out of were maligned in Al Capone segments. being pushed in FCC's Broadcast Bu-
dissatisfaction with position taken by Play had been taken away from reau under direct mandate of Chair-
NAB's new president, LeRoy Collins, Mr. Bennett when Italian- Americans man Newton N. Minow. One getting
were seen shortly after adjournment charged in to de-l atinize names of top priority is staff document on ways
last Wednesday. Dissident broadcast- characters. Tomorrow (Tuesday), of securing vhf educational tv in New
ers contended NAB was taking threats however, Mr. Bennett continues his York and Los Angeles. Staff's work
of FCC's new chairman, Newton N. campaign; he's set to meet with all is scheduled to be presented this week
Minow, lying down. FCC commissioners to discuss crime with special meeting on subject called
program. by chairman for next Friday (May
While there were clear signs of dis- 19).
satisfaction press time Friday, no Hold her, Newt
movement had been mounted. There Automators' plight
was some conversation of "special con- FCC will not find it easy to hold
vention" of dissatisfied broadcasters if renewal hearings in field to allow local Rosy glow that filled hearts of ex-
affirmative steps were not taken citizenry to air gripes. While there's hibitors of automation equipment at
promptly to resist what was felt to be nothing legally to prevent Commission intense interest of broadcasters in
NAB inertia. from holding local hearings, it's ques- their "A" automatic gear faded to pale
tion of how long its money will last green when they began hearing broad-
Post -Minow gloom and whether it can get special funds casters' reactions to FCC Chairman
for this purpose. Indications are it Minow's speech. Operations' thinking
In wake of last week's bombastic won't. FCC's present budget of $12 was that if FCC wants more local and
NAB convention came gloomy obser- million would have to be tripled, at live programming -even though he
vations on both radio and tv station least, to enable it to hold field hearings was talking about tv -maybe they bet-
values. There was also notion that on all renewals. ter not invest too heavily in complete
broadcasters would be spending vastly automation.
more for hearings and litigation if No less personage than Chairman
FCC implements Minow program. Sta- Warren G. Magnuson (D- Wash.) of Cheaper etv network
tion values, experts said, will drop if Senate Commerce Committee last
more properties go on market. And week expressed misgivings to constitu- Interesting project that National Ed-
many broadcasters openly observed ent broadcasters about this phase of ucational Television & Radio Center
that they might find it advantageous to Minow crusade. Senator Magnuson is exploring involves economical way
dispose of their properties and go into also is chairman of Subcommittee on of interconnecting its 51 etv affiliates
business with less headaches and bet- Independent Offices Appropriations into network that would hold down
ter profit potentials. before which FCC would have to take distribution costs. NETRC is looking
its case. into possibility of using telephone
White House liked Minow company facilities in "off hours" ( I 1
Standby censorship p.m. -3 a.m.) and having affiliates tape
Bombshell delivered to NAB dele-
programs for use following day. All
gates by FCC Chairman Newton N. Although Kennedy administration
stations are, or soon will be, equipped
Minow was not sent to White House has backed away from notion of in-
with tape recorders.
in advance or cleared by Administra- voking voluntary censorship (story
tion. It's reported, however, that re- page 27), its interest in subject has
Separation of functions
action from 1600 Penna. Ave. was not evaporated. Government officials
"most favorable" with complete back- met last week with Byron Price, who Although he didn't say so in his
ing for chairman's views. Chairman's headed World War II Office of Cen- formal speech or even in his answers
ultimatum was principally work of sorship and is now living in retirement. at the NAB -FCC forum last week,
Mr. Minow himself and his chief as- Meeting resulted in decision to update Mr. Minow espouses a separation of
sistant, Tedson J. Meyers, former stand- by code of voluntary censorship functions at FCC. He feels FCC
ABC attorney. which has been on books since 1958 can't act as both administrative and
(BROADCASTING, May 8). judicial body. He would prefer to see
3 -Ms seek stations purely administrative commission,
Minnesota Mining & Manufacturing British ad tax with judicial functions handled by ap-
Co., which has been in broadcasting British program contractors have pellate board or court not unlike that
since April 1960 when it bought Mu- advised their customers that recently - which functions in aeronautical field.
tual network, has begun active search imposed 10% excise tax on all tv ad-
for radio stations to buy. Mutual owns vertising will be passed along to them. Just when Mr. Minow will official-
no stations. 3 -Ms has decided that Duty will be added to all invoices ly declare his views isn't indicated.
owned stations would bolster clear- after May 1, subject to adjustment if More than likely he will do so at hear-
ances and broadcast profits. government amends new law. Pro- ing before one of congressional com-
gram companies are responsible for mittees, or possibly in recommenda-
Back again collecting duty and passing it along to tions to President Kennedy. He has
told confidants that almost with each
government.
Persistent man is James V. Bennett, passing week he sees greater need for
federal director of prisons. He started Big push on etv separation of functions, both because
fight against The Untouchables months of FCC work -load and necessity of
ago, claiming Prison Bureau officials Several "crash" programs now are maintaining delicate balance.
Published every Monday, 53rd issue (Yearbook Number) published in September. by BROADCASTING PUBLICATIONS INC.,
1735 DeSales St., N. W., Washington 6, D. C. Second -class postage paid at Washington, D. C., and additional offices.
...
America is a young place that never had rest of the world see u-s , WCAU -CBS Ra- sends the first rocket to the moon to
an adolescence. From the sunny, July dio in Philadelphia commissioned Dr. us, what is important is., .w. hich nation or-
morning in Philadelphia when those William W. Tomlinson, Vice President of ganizes its house best and shows re-
men from the IS Colonies signed Mr. Jef- Temple University, to circle the globe spect for the fundamental human values
ferson's document, we have been a world and seek out the views of men and women more than any country. T"hat to us is the
power facing adult problems. of stature both in the United States and nation that will lead, and should lead
The world has grown smaller. The power abroad, who are aware of the danger to and must lead the world.
greater. Scales have tipped. Now our free men everywhere should America fal- These ideas were aired on "The Anatomy
smallest action stirs a schoolroom in the ter in its course under the soft oppression of Freedom" over the CBS Owned Radio
Himalayas, echoes down a rural road in of indifference and neglect. Stations. Idea broadcasting that keeps the
Africa, rouses a political meeting in .. . The manager of each of the seven CBS air fresh with adult, informative pro-
Wherever peace and freedom are an is- Owned Radio Stations across America gramming. Which is why people really
sue, we are too. But what do others think? personally introduced the first broadcast listen to
Are we a tyranny or final hope? Friend on his own station. CBS news analyst, THE CBS OWNED RADIO
oidre abll uonrd ea rimnga tegriiaanlits?t iTc hdoemalaesr? JeWffherasto nd'os RWohbaetr tw Te rhoeuatr, dw awsa sn anrorta taolrl pfoler atshaen ts:e ries. STATIONS:WCBS NEW
they think? "I must admit that America hasn't so much YORK,WBBM CHICAGO,
The CBS Owned Radio Stations recently spiritual appeal -spiritual attraction -t"o KNX LOS ANGELES,WCAU
brought fresh air to this question in a se- the young people in general in Japan ... PHILADELPHIA, WEEI
..
ries of four programs called "The Anat- I believe that I express the Asian BOSTON,KCBS SAN FRAN
omy of Freedom." To see ourselves as the point of view when I say, that to us -what
new generations in Asia, Europe and the is important is not so much which nation CISCO,KMOX ST. LOUIS
YI1. WNY MATSOMOTO, PROMS. OF POLITICAL HISTORY AT,TASAOA UNIVERSITY, ON "Ts( ANATOMY O. MECUM, ..1.111.1PINS AMUtSAOON COSMOS P. ROMOLO. ON "THE ANATOMY OP MESON..
WEEK IN BRIEF
It's all over, folks. There hasn't been so much to talk Time is limited as Capitol Hill considers proposals to
about at an NAB convention, or after adjournment, in reorganize federal agencies, since White House plans go
20 years; or so much pot- shooting at broadcasters. Most into effect within 60 days unless opposed. James M.
...
everyone got into the act, including NAB's head, Gov. Landis, JFK adviser, heard by Harris group. See
LeRoy Collins, and FCC Chairman Newton N. Minow. ...
LANDIS ON HILL GRILL 92
President Kennedy delivered an important address on
communications and the right of the people to know.
He introduced America's astronaut, Comdr. Alan B. Shep-
... All's not perfect in government, either. Chairman Harris
ard Jr. See
will hold hearings June 6 -9 on legislation to halt back-
LEAD STORY .. 27 door peddling of influence on the FCC and other agencies,
.
..
... and to stop off -the -record shenanigans. See
KENNEDY'S ADDRESS 28
...
... HARRIS ETHICS HEARINGS 94
ALL -STAR CAST AT OPENING 30
...
STIFFENING NAB'S CODES 34
... From Phoenix, Ariz., to Keene, N. H., and on to the
BLACK TUESDAY 36
African bush and India. There you have Main St. USA,
SAMPLE OF MINOW REACTION .. 37 taking the electronic perspective, according to U. S.
. Information Agency and Voice of America. See ..
... .
COLLINS' ELOQUENT DEBUT 38 ...
MAIN STREET USA GETS LONGER 97
...
OUTLOOK FOR FM STEREO 44, 80
...
ADVERTISER, AGENCY THOUGHTS 53
Sentiment still seeps into the American way of life, and
...
MINOW'S VAST WASTELAND 58 the Home Testing Institute's study (TvQ) for April seems
... to prove it as "Sing Along With Mitch" is a favorite even
BROADCASTER OBLIGATIONS 64 if it hasn't the highest numbers. See ...
...
TVB, TIO STATE CASES 67 ...
MITCH SENTIMENTAL FAVORITE 107
...
RADIO'S SALES RESULTS 70
...
FEDERAL AID TO ETV 72 The styles for consumer electronic equipment were dis-
NEW EQUIPMENT DISPLAYED .. 76 played by RCA last week, based on prototypes. Pocket -
. size color tv sets and other versions of chromatic video
...
STATION AUTOMATION 78 were displayed as well as tricky stereo. See
... ...
LEE URGES AM FREEZE 84 RCA'S STYLES OF FUTURE 99
DEPARTMENTS
i-1BROADCASTING
AT DEADLINE 9 INTERNATIONAL 109 THE BUSINESSWEEKLY OF TELEVISION AND RADIO
BROADCAST ADVERTISING 89 LEAD STORY 27 Published every Monday, 53rd issue
BUSINESS BRIEFLY 90 THE MEDIA 101 S(Yepetaermboboekr bNy uBmRbOeArD)C ASTpIuNbGl isPhUeBdL ICAin-
CLOSED CIRCUIT 5 MONDAY MEMO 24 TatIO NWS aIsnhci.n gStoenc,o nDd. -cCla. ss postage paid
COLORCASTING 18 OPEN MIKE 19 Subscription prices: Annual sub-
CHANGING HANDS 102 OUR RESPECTS 127 sAcnrinputaiol n sufobrs cr5i2p tiwone ekilnyc luisdsiunegs Y$7e.a0r0-.
DATEBOOK 14 PROGRAMMING 105 byoeoark fNoru mCbaenra d$ia11n. 00a.n d Afdodr ei$g1n.0 0p opsetr-
EDITORIAL PAGE 128 WEEK'S HEADLINERS 10 aRgeeg. uSlaurb scisrsibueers' s 3o5 cccuepnattsi onp reerq uciorepdy..
EQUIPMENT & ENGINEERING 99 Yearbook Number $4.00 per copy.
Subscription orders and address
FANFARE 110 changes: Send to BROADCASTING Cir-
FATES & FORTUNES 112 cWualasthioinng tDone pt.6,, 17D35. DCe. SaOlens Sct.h, aNng.Wes..,
FOR THE RECORD 116 z padledarsees seisn. clude both old and new
GOVERNMENT 92
BROADCASTING, May 15, 1961 7
Most stations have awards. Some organizations hand out awards to ALL stations whether they earn them or
not. But the Omaha Area Radio /TV Council is not one of these gift -award organizations. Instead it honors
Omaha television stations for outstanding LOCAL programming. The Council judges stations they live with
every day. Members vote to select the best local programs they have seen. Last week KMTV earned 13 of
the Council's 16 Gold Frame Awards for 1961. The categories were News, Education, Religion, Children and
Youth, Sports, Public Service, Classical Music, Non -Classical Music and Special Programs. The Omaha
Area Radio /TV Council has been making awards since 1957, and in those five years KMTV has earned 31
Gold Frames. The other Omaha stations combined have earned nine. In experience, programming, ratings
and acceptance by viewers, a station is as good in New York as it is in the home town. Petry can give you
even more reasons why KMTV -3 IS BIG IN OMAHA AND LINCOLN.
8 BROADCASTING, May 15, 1961
Late news breaks on this and on page 10 AT DEADLINE
Compplleettee coverage of weeekk beginnss on page 27
Talk not unfair, wage rates and not to restrain em-
Minow's mailbag ployes in self- organization. Board or-
says FCC's Minow dered station to restore sums ranging
FCC Chairman Newton N. from $18.50 to $37 to 14 employes for
FCC Chairman Newton N. Minow
Minow has received almost 800 loss of holiday pay. Order was based
said last Friday (May 12) that his
letters and telegrams from the on stipulation by station and union.
speech earlier in week at NAB con-
public following his speech at the
vention (see story, page 58) contains Airborne etv to begin
NAB convention. All but two, an
nothing unfair to broadcasting indus-
FCC source said Friday, compli- in Midwest this week
try. He said he appreciates criticism
but would like to have it directed more mented him for his stand. After technical delays since mid -Jan-
"to what I said and not what I am." uary, Midwest Program on Airborne
He said no one has challenged valid- Television Instruction begins on air ex-
challenge to our creativity we will in-
ity or merits of his position and he perimental programming today (May
crease the tempo of our original pro-
welcomes opportunity to discuss sub- gramming on all stations. As a first 15) with service to six -state midwest
stance of his position individually with area including potential in- school audi-
step we will increase the significance
broadcasters. FCC chairman said he of tv programs for children in the area ence of five million children in 13,000
has been praised privately for his posi- schools.
tion by many broadcasters but that of news and special events. By June 5 Test pattern runs last week showed
each Taft station is directed to start
same men publicly condemned his effective coverage radius ranging 150-
Tuesday speech. a special daily news program in the 5 200 miles. Operating from Purdue U.,
p.m. area, with visual aids and inter-
Mr. Minow made his remarks to pretation. We will approach the same MPATI is using special plane to trans-
newsmen in studios of WTOP -TV mit video tape programs on uhf chs.
Washington immediately after taping subject in radio." 72 and 76. Educational station WTTW
program, Washington Conversation, Branham leaving radio -tv, (TV) Chicago (ch. 11) also will carry
aired yesterday (Sunday) on CBS -TV Monday-t hrough-T hursday morning
(12 -12:30 p.m., EDT). During inter- Campbell plans new firm schedule, to run through June 1 with
view by CBS -TV's Paul Niven, Mr. Branham Co., New York, which has regular programs to start in fall.
Minow said he was surprised by tre-
mendous reaction to speech because he been functioning as both newspaper Senators ask testimony
and radio -tv representative, reported
said nothing he had not expressed be- last Friday (May 12) it is relinquish- from four network heads
fore publicly. He reported "friendly
response" to his talk in Congress. ing its broadcast division at end of Heads of four major networks have
Industry should make its own im- June, and new organization will be been invited to appear before Senate
provement of programming from with- formed by present broadcast personnel subcommittee considering legislation to
in, Chairman Minow stated, in again of Branham. Thomas B. Campbell, regulate and finance political cam-
disavowing any intention of censorship. Branham vice president, will become paigns.
He praised leadership of NAB Presi- president of radio -tv representative Chairman Howard W. Cannon (D-
dent LeRoy Collins. company. New name and change in Nev.) of Senate Elections Subcom-
Color tv has "a very bright future," business address will be announced mittee, said Friday officials will be
FCC chairman said and predicted all later. Branham Co. will continue in questioned on proposal that stations be
programming will be in color within newspaper representation business. required to grant free time to political
next 10 years. He saw "hopeful trend" AB -PT's stock drops candidates.
for advertisers to sponsor more and Industry officials invited to testify are
more public affairs in future and said ABC -Paramount Theatres dropped NBC Chairman Robert Sarnoff, CBS
he is opposed to idea of government - from 571/4 on Monday (May 8) to President Frank Stanton, ABC Presi-
supported educational tv network. 54% on Friday (May 12) on New dent Leonard Goldenson and MBS
York Stock Exchange following FCC President Robert F. Hurleigh.
Minow draws reactions Chairman Newton N. Minow's speech Hearing was recessed Friday with no
criticizing tv programming. RCA date set for resumption.
from McGannon, Rogers stock rose slightly during week, while
Two group operators commented CBS Inc. was off by 3/a . ABC-Para- Directors get network offer
May 12 on FCC Chairman Newton N. mount Theatres closed at 574 on Mon- Radio -tv networks made what they
Minow's speech to NAB convention. day, 56% on Tuesday, 551.4 on Wednes- consider their "final contract offer" to
Donald H. McGannon, president of day, 541/2 on Thursday and 54í/a on Directors Guild of America last Fri-
Westinghouse Broadcasting Co.: "It Friday. Corresponding closings for day (May 12). DGA officials told net-
has focused all our attention on the RCA were 64, 645/4, 641/4, 641/4 and work negotiators they would consider
critical issue -What are the measur- 641/4; CBS Inc.'s were 393/x, 391/4, proposal and give their reply in one
able standards of the qualitative tv pro- 39%, 39% and 39. week. Details of offer were not avail-
gram? This involves mutual examina- NLRB finds against WINS able. DGA's contract expired last Dec.
tion and expression from the FCC, 31, but members have remained on job
critics, public, broadcasters and intel- WINS New York was directed May pending completion of negotiations.
lectuals." 12 by National Labor Relations Board Coneirad alerting test
Lawrence H. Rogers II, operations not to refuse to bargain collectively
vice president of Taft Broadcasting with International Brotherhood of Elec- First test of new Coneirad alerting
Co.: "In response to Chairman Minow's trical Workers; not to modify holiday system via AP and UPI teletype cir-
more AT DEADLINE page 10
BROADCASTING, May 15, 1961 9
WEEK'S HEADLINERS
Jules Bundgus and L. E. Miller join count supervisor and retains that as-
Ted Bates, N. Y., as senior tv super- signment. Mr. Grunewald, one of
visor on Colgate- Palmolive account, agency principals, became senior vp
and as vp and account supervisor on last year.
C. Schmidt & Sons (ale and beer) re-
spectively. Mr. Bundgus, who was for- Resignation of Edmund C. Bunker,
merly vp and director of radio -tv, corporate vp in Washington of CBS
Kastor, Hilton, Chesley, Clifford & Inc., and appointment of Theodore
Atherton, N. Y., also served Lennen (Ted) F. Koop as his successor, will be
& Newell, that city, as supervisor of announced shortly by President Frank
network tv programs. Mr. Miller was Stanton. Mr. Bunker on May 15 will
formerly vp, director and account join Basic Products Corp. of Milwau-
supervisor at J. M. Mathes, and senior kee, as executive vp of its Froedtert
vp and management account supervisor Malting Division. Mr. Koop, for past
at Lennen & Newell. three months general manager of CBS'
corporate office in Washington under
Anthony C. Mr. Bunker, had transferred from CBS
DePierro, vp in News Washington. He is veteran of
charge of media, 13 years with CBS News and prior to
Geyer, Morey, that had been with National Geograph-
Madden & Bal- ic Magazine and with Associated Press
lard, N. Y., as news editor of Washington bureau.
elected to board Mr. Bunker in his new post, returns
of directors. Mr. to Milwaukee, where he had been man-
Mr. Vitriol Mr. Cantwell DePierro r e - ager of uhf station WXIX under CBS
joined GMM &B ownership from 1954 to 1957. He
Jack Cantwell, Douglas Coyle, Herb- last year as vp is veteran of 12 years with CBS in
ert Vitriol and Barrett Welch, vps and and was ap- various sales and executive capacities.
Mr. DePierro
management supervisors of Sullivan, pointed to media As executive vp of BPC's Froedtert
Stauffer, Colwell & Bayles, N. Y., post in July 1960. His earlier associa- Malting Division he will be in charge
elected senior vps. Promotion of four tion with agency was in 1948 -52, as of national sales and operations of
executives, all of whom have top -level vp and media director, position he also firm which produces malt for national
account responsibilities, brings number filled at Lennen & Newell, N. Y., during breweries and is engaged only in whole-
of senior vps at SSCB from two to six. 1952 -59. Mr. DePierro was media di- sale field.
Mr. Cantwell, formerly vp and man- rector at Buchanan & Co. for four years,
agement supervisor of Compton Ad- and before that, from 1940 to 1944,
vertising, N. Y., joined SSCB last fall. director of research and media at Paris
Mr. Coyle had been vp and account & Peart.
supervisor of Kenyon & Eckhardt,
N. Y., before moving to SSCB in De- Vincent J. Daraio, vp, Hicks & Griest,
cember 1958. Mr. Welch, on SSCB N.Y., placed in charge of radio and
staff for 12 years, formerly was direc- tv, succeeding Theodore J. Grunewald,
tor of marketing and research of Foote, senior vp, who will concentrate on
Cone & Belding, N. Y. Mr. Vitriol has management responsibilities for group
been with SSCB nine years and earlier of accounts. Mr. Daraio joined Hicks
was vp, marketing research and media, & Greist in 1954 as timebuyer and be-
of Grey Adv., N. Y. came vp last October. He is food ac- Mr. Koop Mr. Bunker
For other personnel changes of the week see FATES & FORTUNES
cuits was scheduled to take place yes- WOIC Columbia, WPAL Charleston, from other sources.
terday (May l4) with 4,500 am, fm WYNN Florence and WWBD Bam- Measure is identical to one Rep. Ben-
and tv stations involved. This is first of berg, all South Carolina. WSOK is 250 nett offered in last session.
weekly shakedown tests using new links w on 1230 kc. Broker was Blackburn
for alerting broadcasters. System is ex- & Co. Tuckersharpe to D &C
pected to become permanent after Bennett's network bill U. S. Tobacco has assigned advertis-
July 1, when present telephone hot line ing for new subsidiary, Tuckersharpe
from Colorado Springs air defense com- Bill empowering FCC to license and Pen Co., Richmond, to Donahue & Coe
mand to 450 key Coneirad stations is regulate tv networks was introduced by Inc., N. Y. Parent company recently
superseded by AP -UPI circuits. Rep. John B. Bennett (R- Mich.), rank- appointed Donahue & Coe to handle
WSOK sold for $221,000 ing minority member of House Com- several of its tobacco products. Media
merce Committee. plans for Tuckersharpe will be an-
Sale of WSOK Savannah, Ga., was Under bill (HR 7003), networks nounced after completion of market
announced Friday, subject to FCC ap- would be required to "provide balanced studies involving consumer pen and
proval. Station was sold by Albert T. program structure." Another provision pencil preferences. Radio campaign for
Fisher Jr. to Joe Speidel III for $221,- would prohibit networks from restrict- tobacco products is expected to break
000 gross price. Mr. Speidel owns ing stations in their use of programs soon.
10 BROADCASTING, May 15, 1961