e management magazine of broadcast advertising

204 Pages·2013·19.9 MB·English

[SIAN
t'ELEVI
E MANAGEMENT MAGAZINE OF BROADCAST ADVERTISING
NETWORK
TV
ADVERTISER
MARKETS
EXPENDITURES FOR
PROGRAM AND VS. METRO
TIME
AREAS
I N I
ESTIMATES
OF PROGRAM
DATA
COSTS
BOOK
MARCH
1960
www.americanradiohistory.com
Interview:
McCann Erickson, Broadcast, Media Supervisor tells why he selects
WLW-TV Stations and WLW Radio for Ajax Cleanser
"The Crosley Group can help clean up
many an advertising problem."
"For all- around know -how from
in -store merchandising
to on- the -air production the
WLW Stations certainly know
their business."
"No scouring around for service,
the WLW -TV -Radio Stations
are always willing to help."
Call your WLW Stations Representative ... you'll be glad you did!"
WLW -T WLW -C WLW -A WLW -I
Television Television L
Cincinnati Columbus TAeltelavnistiao n InTdeialenvaispioonli s W
Radio
Arco
Crosley Broadcasting Corporation, a division of
www.americanradiohistory.com
SPECIALIST
IN
SPOTS
Drum up more sales --just like the many smart national advertisers
who are spotting their TV dollars on these important stations.
KOB-TV Albuquerque KCOP Los Angeles WJAR -TV Providence
WSB-TV Atlanta WPST -TV Miami WTVD Raleigh- Durham
KERO-TV Bakersfield WISN -TV Milwaukee WROC -TV Rochester
WBAL-TV Baltimore KSTP -TV .. Minneapolis- St. Paul KCRA -TV Sacramento
WGR-TV Buffalo WSM -TV Nashville WOAI -TV San Antonio
WGN-TV Chicago WNEW -TV New York KFMB -TV San Diego
WFAA-TV Dallas WTAR -TV Norfolk WNEP -TV .. Scranton- Wilkes Barre
WNEM-TV Pint -B. ay City KWTV Oklahoma City KTBS -TV Shreveport
KPRC-TV Houston KMTV Omaha KREM -TV Spokane
KARK-TV Little Rock KPTV Portland, Ore. KARD -TV Wichita
7,
Edward Petry & Co., Inc.
The Origina! Station
Representative
1..0
NEW YORK CHICAGO ATLANTA BOSTON DALLAS DETROIT LOS ANGELES SAN FRANCISCO ST. LOUIS
www.americanradiohistory.com
-1
THE
SUNDAY
THE
MAYO]
WORKED
OVERTIME
On February 28, 13 -yet
old Ellen Kreisler
lodg
a complaint with the
Mf
or of New York City:
he
and hot water
were
short supply in the
Me
hattan apartment
buildil
where she lives. Her
c;
for help reached
May
Robert Wagner
throul
WRCA -TV's "Direct
Lin
(Sundays, 10:30-11:00 art
a program which provid
New Yorkers with
opportunity to phone
-
questions directly to
cis
leaders and to top
officia
For Ellen "Direct
Lin
proved to be a direct
li
to action. Mayor
Wagn:
acknowledged her plea
c
the -air and promised
give the matter
prom
attention at the conclusi
of the program. He was
good as his word. Deputi
for the Commissioner
Health launched an imn
www.americanradiohistory.com
investigation. Ellen
It'
the 150 families who
her apartment build
-
ow have plenty of heat
hot water. And the
is generated by "Di-
.ine" made front -page
in New York papers
e following morning.
ct Line" is just part
e Sunday lineup of
'A -TV programs de-
d in the public inter-
to interest and aid
.
)ublic. Along with
rchlight," "Open
," `The New York
Youth Forum" and
)lay Special;' it makes
;elating viewing on
_ay, and frequently, ex-
newspaper reading
Monday editions.
!e
!
programs are fur
-
examples of WRCA-
tadership in America's
er
one market, and
that it is the most...
..DIRECT
LINE
ACTION
WRCA- TV 4
MC in New York
I
www.americanradiohistory.com
IN THE ISSUE Established 1944 Volume XVII Number 3 Data Book, March 1960
BUSINES:: ,URVEY .1 report on the status of the industry and its growth 43
PROGRAMMING ESTIMATES Per- telecast estimates for network shows on during 1959.. 47
Total time and programming cost estimates by
NETWORK ADVERTISER EXPENDITURES
puny, produl,
Expenditures by product groups
SPOT ADVERTISER EXPENDITURES
THE TELEVISION AUDIENCE Breakdown by regions and family characteristics.
THE RATING SERVICES Methods, sample sizes and data supplied.
TELEVISION MARKETS VS. STANDARD MARKETS Comparison of coverage areas.
THE TELEVISION MARKETS County -by- county definition of TV coverage plus 1959
data correlated to 1 I urcus.
Independent TV homes estimates for a
TELEVISION HOMES REPORT FOR MARCH
markets.
.
STATION DIRECTORY Commercial stations listed alphabetically by call letters.
STATION REPRESENTATIVE DIRECTORY Executives, offices, represented stations.
NETWORK DIRECTORY Executives, departments, and department heads.
INDEX FOR TELEVISION MAGAZINE All 1959 articles classified by subject, chro
DEPARTMENTS
FOCt S Bt ,Ixt. . . 9 I1t' H1.E.r uTR VI OCNO MSPMOETR CIAL .. Adams 2159 THE TV SCENF Huntin
RADIO WRAP -UP 11 PROMOTION Godt 29 RADIO ' Sween
Frederick A. Kugel Published monthly by the Frederick Kugel Company, Inc. Es
editorial, circulation and advertising ofcess 422 Madison Ave.,
Editor and Publisher York 17, N.Y. Telephones Plaza 3-9944. Single copy, 50
Executive Editor, Kenneth Schwartz Frank E. Chizzini, Advertising Director Yearly subscriptions in the United States, ih possessions and
Senior Editor, Leon Morse Edwin A. Pancoast, Jr., Mgr, Sales Development of the Pon American Union, 55.00; in Canada, $5.50; el
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Associate Editor, Judith B. Dolgins John A. Thayer, Jr., Sales Manager as second class matter at Bristol, Conn. Editorial content may
Production Editor, Barbara Landsberg Jack L. Blas, Business Manager reproduced in any form without permission. Copyright 1
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Director of Research, Marvin D. Melnikoff Ruth Leftoff, Office Manager
Asst. to Director of Research Ellie Kurtz Harriette Weinberg, Circulation Manager Member of Business Publications, ui
Nial Quinlan, Art Director /Assistant Publisher Audit of Circulation, Inc. '
LEVI I O
T_1__J \THE MANAGEMENT MAGAZINE OF BROADCAST ADVERTISI 1
4
www.americanradiohistory.com
'he value of TIME is our use of it. Thus, productivity responsibility and executed with the attention of pro-
,ecomes the significant indication of our TIME'S worth. fessional excellence. Audience and sales follow naturally
this healthy pattern of productivity.
Lt WBAL -TV in Baltimore, productivity is our principal
rientation. We seek to use our TIME well by employing "TIME is a sandpile we run our fingers in," the philoso-
:ood creative talent, good judgment and good taste to pher says. At WBAL Television 11 in Baltimore, we
iroduce the kind of programs that people watch. cup our hands tightly.
Vith many award -winning public service features to NBC Affiliate /Channel 11 /Associated with WBAL- AM & FM.
.ur credit, and with over 75 live local shows each
week, the variety, quality and interest of our regular WBAL -TV BALTIMORE
'chedule is not easily matched. Every minute of our day 000
s planned with care and consideration for our public Nationally represented by Edward Petry & Co., Inc.
www.americanradiohistory.com
is not a rose...
1 l'( )S(' ... ...
is not a rose... ...is not a rose...
...
...isnotarose... ...isnotarose...
www.americanradiohistory.com
is not a rose is not a rose
... ... ... ...
is not a rose is not a rose...
... ... ...
96'. of all television homes today fall
within the color coverage area. More than
300 stations in the United States have
all the facilities to carry network color.
At NBC alone, total hours of color pro-
gramming have increased more than ten-
fold in the past six years; over 450 hours
scheduled in the first six months of 1960.
Owners of color sets tend to be higher in
income, better educated, more influential.
The proof is all around us. Proof that
color -an integral part of living -is an
integral part of living television. Proof
that your advertising future is in color.
NBC TELEVISION NETWORK
... is not a rose ... ...unless it's in color
www.americanradiohistory.com
LET YOURSELF GO KPRC -TV, HOUSTON and enter an entirely new world of advertising where every commercial is
transportation to sales results you had not dreamed of. This proud insignia, the KPRC -TV channel number, is
borne by every KPRC -TV advertiser. It proclaims a degree of quality, engineering and good taste unmatched on the
TV sets of the world. Kings, diplomats, princes and connoisseurs have been enchanted by the graceful "2 ". You
will be too!
KPRC -TV availabilities include programs, minutes. chainbreaks, and ID's. Prices range from about $90 to $1100. Ask your Edward Petry man for a demonstration.
KPRC -TV, HOUSTON, TEXAS (An Affiliate of the National Broadcasting Company)
"Courtesy of Mercedes -Benz Sales. li,c.'
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