Wisconsin State Journal from Madison, Wisconsin • 15

DIAL 6-3111 WISCONSIN STATE JOURNAL, WEDNESDAY, JANUARY 5, 1955 SECTION 2, PAGE 7 ladio Jimetabie Jeievidlon JoJai TV Ratings Prove Only-Show's Seen WEDNESDAY wise WKOW Today's Radio Highlights Drama 7 p.m. FBI In Peace and War (WBBMi: Larry Haines, Elspeth Eric in "Accidental Death," story TODAY'S BEST BETS WIBA WIB'J I Names In 1 I tiff 1480 ke. Farm Hour Too Morn Chapel of Music: Nwi I IS 1310 kc Sunrise Frolic Al Gilbert: Newt Alex Dreiei By TOM O'M ALLEY nd BOB CINNIFF When Jackie Gleason swung his $11,000,000 contract, CBS trumpeted at the same time the big news: Gleason had just scaled XV's Mt. Everest; he'd soared 12 40 kc. Music News Anneal Dept.

Rural Roundup News: Farm Service News Weathei Farm Frolic Prayer League 1070 kc. Barter Board Farm i Hour Waihv Mkta. Sports: Muslo News Weath'r; Uoffe Club: Nsws Markets. Cortes Club: News Ftt'fhen Hub Newt: Markets of almost per feet murder. 12 m.

Matinee Movie: Boris Karloff In "Fatal Hour" WMTV. 2 p.m. Luella Mortenson: with Mrs. John Wise, secretary of state, and Mrs. Ralph of YWCA WKOW-TV.

3:15 p. m. Showcase: Dr. Merle Hamel on Bloodmobile operation WKOW-TV. 6:30 p.

m. Disneyland: "Treasure Island," with Bobby Driscoll, Robert Newton WMTV. 8:30 p. m. Treasury Men: "The Case of the Broken Bond" WMTV.

9 p. m. Quiz the Professor: Prof. Eugene Boardman on "Should We Recognize Communist China?" WHA-TV. 9 p.m.

Best of Broadway: "Arsenic and Old Lace," with Helen Hayes, Boris Karloff. Peter Lorre, Billie Burke, Orson 3ean, Edward Everett Hor-ton WKOW-TV. 10:30 p.m. Norby; new series with David Wayne WNBQ. 1:00 6:15 :30 6:45" 1:110 7:15 7:30 7:45 t-M 8:30 1:45 9:15 9:30 9:45 Mimical Clock Journal News ennrts- nock Al Gilbert'! Musical Clock Scores: Muste News Top Morn John McVant Breakfast Club Breakfast Club 7:30 p.m.

past "Lucy" mtorwwWfBs Mind of the Writ (WHA-F M); "She TIP 0' THE MORMSG: Van Heflin's next picture uill be "The Calico Pony" a religious story with a Western background, ROBERT J. BODDEX will become general manager of WSWW, Platteville's new radio station, about Jan. 20. He has -resigned as manager of WGEZ, Beloit, after, two Number 1 spot in three differentf Stoops to Con rating services. To more than one observer, this was astonishing 7:35 p.

m. a i Craig ft Musical Clock Calendar News: Muslo Bob Crosby Sweet Muslo News Job Service MH-Morning Matinee News: Morning Matinee My True Stor, Wblso't Streets Betty- Florida Calling: Newt Oueen for a Day years with that station. Before going to Beloit, he was program Arthur Godfrey Ttme Arthur Godfrey Time Arthur Godfrey Ttme Music Speaks Morning Musla 1 4 I (WIBA): on new WEDNESDAY MORNING 9:30 director of WRCO, Richland Center, from 1949 to 1952. He has for another rea-: son: The rating services had fi 1 1 nam uargan in I i also been with KROS, Clinton, WKBH, La Crosse; WBAY, Green Bay, and WCLO, Janesville. He and Mrs.

"Angel of Death, nally come to agree ment on New Peal Coffee Time Tunes Break the Bank Strike It Rlcb Phrase Pan Second Chance News: Quiz Morning Melodies Farm Roundup New Roundup Farm Service News Polka Part Trading Poat Calendar Betty Cass Column 6:4 2 Farm Dally 5 Town and Farm 7:00 2 Morning Show 4 Today 5 Today 7 Chicago Parade 8:00 7 Breakfast Club 4 8 p.m. You News: Cafendar News: Band Bob EberW Aunt Jenny Betty Helen Trent Mag Marque Our rial Sunday who was "topi I St I I i 1 Th ere eoaaen nave seven ennaren. 2 Arthur Godfrey 4 Wav of the World 5 Way of the World 7 Trie Play House 9 The" Femme Show 9:45 4 Hollywood Today 5 Hollywood Today 10:00 4 Home 5 Home 7 Creative Cookery 9 Hi. Ladles 10:30 dog." The rating boys AnnDre House, formerly of Madison, 11:00 2 Valiant LadT 4 What's New 5 Tennessee Ernie 7- Danny O'Nell 9 The Romper Room 13 Feature Film 27 Royal PlayhnuM 11:15 2 Love of Life 11:30 2 Search for Tom'w 5 Feather Your Ne 27 -Search for Tom'w 11.45 2 Guiding Light 4 News 27 Guiding Light stoutly defend! 33 Breakfast Club in a it leiu in GARGAV 'Service will have the leading role in "The Bar- 1 1 I XtW. t.

I We" tern Stars Farm News Music: Markets News Musicf Market Reports Farm Service SI Hayes and Daughter Music Boj 10:00 10:15 10:30 10:45 11:00 11 It 11 30 11:45 12:00 12:15 12:30 12:45 1:0 1:11 1:30 1:45 2:15 2:30 2:45 3:00 3:15 laV kmmm Groups." 8:30 p.m. Bis: Story (WIBA): Secret 8oni News Mister Music News: Mr Music Betty: Mister Music their position asi the be-all audi end-all of the TV Roads; Music News Mk Farm Parade Chow rime Jockey's Chnlct Drske Wendy Warren ititu uiiuc wucii me ouiciaiia upcia 15 presented in Waukesha Jan. 29 and 30. 9:00 2 Garry Moore 4 Ding Dong School 5 Ding Dong School 7 Women and World Your Figure. Ladle GLEASON Pennsylvania newsman helps cap 2 Strike It Rich business.

They Now a Milwaukee resident, she is the i i J-. it News: Melody Newa: Mr. Matinee Music Pepper Young Mister Right to H'p'nat Music Jack Davit Music House Boi Party Coast Guard 2nd Mrs Burton Organ Melodies claim that the variety of results gotten by various systems are valid because they all measure different things. But more tnan one TV insider has decried this pathetic catering to the lowest common denominator (highest rating), charging that TV is, headed for a snug, P.M. WMTV, CHANNEL 33-EVERY WEDNESDAY 'K1EET CORLISS ARCHER' Chanel in the Sky Melody Hour News: Luella Morten son 8hnw: Easy Listening 3:30 3.45 daughter of Mr.

and Mrs. Lucian Schlim-gen, 2022 Kendall ave. "The Bartered Bride" will be produced by the Opera Guild of he Waukesha Symphony orchestra. Milton Weber will conduct, with Felice Wolmut as stage director. Johnny Desmond and Eileen Parker bave -resigned as regular vocalists on "Breakfast Club' (WMTV and WISC), effective Jan.

21, to launch solo careers. Thereafter, the Don McNeill show will Backstage Wits News: Mister Stella Dallas Music: Betty Winder Brown Mister Worn. In House Music Just Plain Bill News: Mr Lorenzo Jones Music Madison Hour Mr. Music Marriage Pave Birthday Club Teen-Acje Antics in wholesome thn Rome St Record Showcase Hits of Week Harmony Hour News Top Tunes Band Paradt dull berth just a few notches below movies, if this course is pursued. Furthermore, they ask.

if the ratings don't agree, how can they possibly be valid? The hucksters, (the ad agencies hilarious family comedy R. J. BODDEN Mister Allan Jackson Fiesta rime Muslo Top Tunes Unlv Special Mlbter Sporta Music Red Mimic; Sporta Lowell Thomas Skelton who now more or less run the 4:00 4:15 4:30 4:45 :00 5:15 5:30 5:45 6:00 6:15 6:30 6:45 7:00 7:15 7:3 7:45 Presented by TV business) have taken a rather Madison Hour News Snorts: Newt Dinner Music: News News of World 1 Man's Family Dinah Shore F. Blnatra Newa: Barrle Craig Tennessee Ernl News Weather Newa Good Newt Chnrallars Snorts Tim Edw Murrow Bint Stngs whining attitude we have to use guest singers. The first will be Patsy Lee and Jack Owens, former Breakfast Clubbers.

Rita Hayworth's first role under her new contract with Columbia Pictures will be that of a princess in "Joseph and His Brethren." After the film is finished, she'll take her daughter, Princess OSCAR MAYER CO. News Music Fulton Lewis Lone Ranger: News J. Vandercook Bill Stern Hits of the Week; News sell soap so we want a big rated show. Hence the ratings have become the answer. Sports: Blue Barron: Newt Tweniv-Flrst Precinct WEDNESDAY AFTERNOON Low ones mean lost jobs and Yasmin, to Paris to see the child's grandfather, the Aga 3:30 12:00 wauftee artists to the Memorial ture arsonist.

9 p.m. Fibber McGee (WIBA: balloon ascension Sentenced (WISCi: elaborate disguise tips off fugitive's whereabouts. 10:30 p.m. Squad Room (WISC): probe of poison pen letters. Music 3 p.m.

Music of the Masters (WHA): "Symphony No. 103," Haydn. 8 p.m. Perry Como (WKOW): with Joan Weber; "Mr. "Teach Me Tonight," "Let Me Go, Lover." 9 p.m.

FM Concert (WHA): Part 1 of "A Masked Ball." Discussion 10:30 a.m. Women Voters (WHA): "The Role of the Minority Party in Congress," Prof. Ralph Huitt Make t'p Your Mind (WBBM): Salvador Dali on painting as a hobby. 8 p.m. Cooper Union Forum (WHA): "Liquid Rock and Solid Water," Johnson Fairchild.

Farm Programs 7:22 a. m. Farm Feature (WHA): "January Is Egg Month," Baxter Newton. 12:30 p.m. Farm Hour (WHA): E.

H. Fisher reports on insect control conference. Miscellaneous 10 a.m Homemakers (WHA): "When Rugs Need Cleaning," Mrs. Orpha Herrick; "Meet an IFYE from Ecuador," Jens Kahn. Then she'lt return to Hol Union Feb.

9. instead of this 2 Portia Facet Lift Hot Shots 5 Noontime Comics 7 Happy Pirates ft Beat of the West great anguish. High ones mean suruiy pleasure domes in swanky suburbs for the ad men who guess right. The lowest common denominator becomes the boss. lywood for her second picture, reportedly "Pal Joey." week.

Meanwhile. Sculptor Hugh 8. 00 You Bet 6:15 Your Lilt 8:30 'The Big -A 8:45 Story 9:00 Fibber McGe 9:15 Glldersleev Townley's exhibition will open in 13 Markets: Newt Sammy Perry Como Kaye Blr.g Crosby Blue Serenade Amos 'n Q. Heatter Andy: Newt Sentenced Concert Sentenced Caravan Off the Record Concert News; Music Caravan Blng Stngs Farm Front Old rimers Jamboree Old Timers Jamboree Old rimers Jamboree Wisconsin Farm Hour Music for Listening Muslo for Listening Silent Silent Jane Russell has signed a new the mam gallery Sunday and con 27 Melodies contract with Howard Hughes. 33 Matlnte Movie tinue until Feb.

8. Just what are the ratings? Well, practically everyone She'll make one picture a year 12:15 2 Road of Life for the next six years. Reports WORDS AND PHRASES: 13 Road of Life 27 Road of Life knows that it's a means of pro say she will receive $50,000 a David jBrinkley, Washington year in weekly payments of Newt Sporta The Promised Land jecting basic figures into some large scale guesses about what the newscaster for the NBC TV 9:30 Singing 9:45 Stars 10:00 Newa 10:15 Sporta Final 10 30 'Jim Madera 10:45 1310 Club 11:00 News: Mader'g 11:15 1310 Club 11:30 Mader'sl310 11:45 Club: Newt $1,000 each for 20 years. 12:30 2 Welcome Traveler 4 Weatherman 5 Bob and Kay 13 Love of Life "News Caravan," has compiled Ethel Merman will do no more News E. p.

Morgan Squad Room Dance Orchestra Dance Orch. Daily Final American public is watching. Ac-cording to the ratings crowd, Mil nis own glossary of the language 27 Welcome Traveler musicals on Broadway, she told the Associated Press in San used around government bu News: promised Silent Land Siient The Promised Silent Land Silent 13 Frontier Theater 2:00 2 The Big Payoft 4 Greatest Gift 5 Greatest Gift 9 Paul Dixon 13 The Big Payoff 27 Luella Mortenson 33 Midday Movie 2:15 4 Golden Window 5 Golden Windows 2:30 2 Bob Crosby 4 One Man't Family 5 One Man's Family 7 It Makes Sens 13 Bob Crosby 27 Robert Lewi 2:45 4 Miss Marlowe 5 Miss Marlowe 27 The Christopher 3:00 2 Brighter Day 4 Hawkins Fall 5 Hawkins Fallt 7 Feature Film 9 TV Matinee 13 Valiant Lady 27 Brlehter Day 39 Hawkins Fall 3:15 2 Secret Storm 4 First Love 5 First Love 13 Secret Storm 27 Showcase 39 First Love ton Berle became Mr. Television because he led the ratings for 2 On Tour Account 4 Mr. Sweeney 5- -Mr Swuney 7 New: Unci Win 13 Playhouse 27 On Your Account 33 Modern Romance 39 Mr.

Sweeney 3:45 4 Modern Romance 5 Modern Romance 33 M. Griffin. New 39 Modern Romance 4:00 2 Early Show 4 Library Story 5 Pinky Lee 7 Pled Piper 9 Bandstand Matin 13 TV Kitchen 33 Cousin Sam 39 Pinky Lee 4:15 4 Left Experiment -27 UN In Action- 4:30 2 Miss Lee: Weather 4 Howdy Doody 5 Howdy Doody 7 Garfield Goose 13 Meditation Tim 27 Cartoon Time 39 Howdy Doody 4:45 13 Story Lady 27 Uncle Georu 4:55 27 Crusader babbit 12:35 Mao Next Door 12:45 reaus. He offers the following for Francisco, where she was visit four years. the guidance of the uninitiated: 13 Search for Tom'w "Concurs Generally" I have ing her husband, Robert Six, an airline executive.

After three more television shows, Miss Mer When Berle fell from the top in favor of he became I'M channels: WIBA FM, 101.5 M. VVWCF fWIBU). 94.9 M. Starred programs are also carried on corresponding FM stations WISOFM 98.1 1:00 2 Robert Q. Lewi 5 Home Oooklng 7 The Doctor Answer 9--All About Baby not read the document and I don't want to be bound by anything I might say.

man and the couple's children merely Mr, Tuesday Night, where he still was top boy. Then this season, confusion 27 Mid-Day Feature 33 Theater "In Conference" I don't WMFM will return to Denver. She added that she would like to make one more movie possibly "The Ethel Merman Story. know where he is. "Passed to Higher Authority" reared its charming head.

At one time four services saluted four different leaders Gleason, and Ed Pigeonholed in a more sump 1:15 7 Dental Cllnlo 9 Cameracade 1:30 2 Art Llnkletter 4 Woman's World 7 Conking School ft Learning Adventure DISC OF THE DAY: The su tuous office. "Appropriate Action" Do perlative playing of William Clearly, something was wrong. you know what to do with it? We don't. Primrose is heard again on a Columbia LP carrying Walton's viola concerto and Hindemith's Never! answered the ratings mob, we just measure different things. Neilsen (NBC's favorite "Giving Him the Picture" 10:45 Views of the News rJ 11:00 Roman Life and Literature 11:50 Noon Musicale P.

M. 12:15 Road Report; Newa 12:30 Farm Program 1:00 Chanter a Day 1 30 Journeys in Music Land rating service because it measures A long, confusing, and inaccurate statement to newcomer. 0:00 Musical Menu: News 7:00 Showcase 7:30 Old Timers Party; News 8:00 You Were There 8:15 Serenade In Blue 8:30 Packaae of New Record 8:45 Twilight Time: News 9:00 Sharpen Your Wits 9:30 Esperanto Now: News 10:00 Jan Garber 10:15 Lombardo Land 10:30 One Oh Four One Club 10:55 News (to 11) WHA and WHA-FM 970 Kc 88.7 Megs. WEDNESDAY 7:15 Weather Roundup: Farm Pro. 7:30 Road Report: Band Wagon 7:45 News: Weather 8:00 Morning Melodies 8:55 News of the Day 9:00 Broadcast on Broadcasts 9:30 Let's Write 9:50 Markets: News 10:00 Homemakers Program 10:30 League of Women Voters "Der Schwanendreher." Sir Malcolm Sargent conducts the Royal Philharmonic orchestra in the 104.1 Megs.

WEDNESDAY A. M. Yawn Patrol Layman's Call to Prayer Weatherman: Yawn Patrol News: Yawn Patrol Weatherman: Newt Clockwatchers i Weatherman: News Headlines Clockwatchers: News Musical Roundup Old Time Country Music P. M. News: Road Report Noontime Frolics; Weatherman Noontime Frolic: Newt Meet the Artist Music to Listen to: Newt Music Matinee: News Mucic Matinee: News Juke Box Jamboree Wayne King Collector's Corner; Newa Sleepy Joe Speed Gibson Off the Record: News total audience and as a result excludes some CBS shows which "Under Active Consideration" We have never heard of it.

7:00 7:10 7:15 7:30 7:57 8:07 8:30 9:00 11:00 12:00 12:18 12:34 1:00 1:30 2:00 3:00 4:00 4.15 4:30 5:00 5:15 5:30 2 :00 Special Lecture don't get into smaller cities) is However, we will try and find it the most famous. Walton toork, while John Pritchard directs the Columbia Chamber orchestra on the second side. This is a Tirst-rate It projects its figures from the in our files. "Has Received Careful Consid measurements of 150 homes THE WHOLE FAMILY ENJOYS TELEVISION AND NON-CARBONATED, FRUIT-FLAVORED recording every respect. eration" A period of inactivity across the U.

S. by mechanical o.uu rouble ui me Masters 4:00 Canada Report 4:15 Spirit of the Vikings FM ONLY 4:30 Afternoon Concert 5:00 Music for Fun 5:15 Story Time 5:30 Music Album 5:45 News: Weather Roundup 6:00 Dinner Musicale 7:00 Views of the News means. covering a time lag. "Have You Any Comment" AT THE UNION: A change in Trendex (CBS' favorite because dates will bring an exhibition qf Give me some idea, what it is all its ten city survey includes CBS outlets in all ten cities) is done water colors by Madison and'Mil about. Tomato by phone and is able to give its "That Project is In the Air" I am completely ignorant of mem clients a rating for any given vrsng Crape tne subject.

minute. Grapefruit "You Will Remember" You (Ed Sullivan and various others have forgotten, or never knew. pay extra to get a fast Trendex No. 13 in a series of Rare Creatures! nor do I. score within a day or so after the broadcast the other ratings Transmitted to You" You hold the bag awhile, I'm tired of usually take a few week.) ARB's it.

5:00 2 Rang Rider 4 Foreman Tom 5 Elmer the Elephant 7 Laff in" Theater 9 Bob Atcher Ranch ratings are done by the diary method, with viewers recording their daily viewing habits. 13 Trail Tales (This would seem to be a better 27 Western Playhouse 39 Fun Time .1:10 i gauge from an advertiser's stand point.) Pulse, with the largest 33 Radio Patrol survey, is done by door-to-ooor 1 ill lii 5:30 2 Gens Autry 5 Close-Up 7 Jungle Adventur 9 News interviews at 6,000 homes the day after broadcasts. So take your pick. The 13 stand By for Action What makes the ratings 11 33 Town Meets Country 39 Capt. Vidfo seem rather superficial is the fact that "Lucy" maintained her po ii 'I (, TT sition as America's number one 33 L.

Landman. Sport 5:45 4 News; Weather 7 News: Sport 9 Ernie Simon 33 M. Griffin New TV personality for several years, yet her sponsor fell below 1 sev eral other cigarets in sales dur 39 Dick Russell 21 Quiz the Professor 27 Best of Broadway 33 Soldier Parade 39 Thl Is Your Llf 9:30 4 Playhouse of Star 5 Big Town 7 Counterpoint 9 Llbersee 33 Bud Foster 39 Tb Lone WOlt 10:0 2 Weather; New 4 Weather: Newsreel 5 Weatherman 7 Double Date 9 Request Playhous 13 Weather: New 2710 O'clock Report 33 M. Griffin. New 39 News; Weather 10:10 5 Dorsey Connor 33 P.

Ekern. Weather 10:15 .2 In Town Tonight 5 News: Sport 27 Feature Film 33 Inner Sanctum 10:20 4 News 13 Sport 39 Sport 10:30 2 News: Chicago Story 4 Racket Squad 5 Norby 13 Feature Film 10:45 33 Star Theater 11:00 2 Feature Film 4 Tonight 5 Tonight 7 Newt: Weather 11:10 7 Torn Duftean 11:30 News: weather 12:00 2 Late Show 4 News 5 Midnight Matinee 7 Night Owl Movls 13 New WEDNESDAY" EVENING 6:45 2 Perry Como 4 News Caravan 5 News Caravan 13 Perry Como 27 Perry Como 39 News Caravan 7:00 2 Arthur Godfrey 4 I Married Joan 5 1 Married Joan 9 Dr. Flxum 13 Arthur Godfrey Friendly Giant 27 Arthur Godfrey 391 Married Joan 7:15 21 R. Lindsay, New 7:30 4 My Little Margie 5 My Little Margie 7 Stu Erwln 9 TV Showcase 21 Manic Window 33 Corliss Archer 39 My Little Marsle 7:45 21 Window Watcher 8:00 2 Strike It Rich 4 Television Theater 5 Television Theater 7 Masquerade Party 9 Chicago Symphnoy 13 Strike It Rich 21 Today's Farm 27 Triangle Theater 33 Masquerade Party 39 Harry Wtsmer 8:15 21 Capt. Lawrence 8:30 2 I've Got a Secret 7 F.

P. Detective 13 I've Got a Secret 21 Great Ideas 27 I've Got a Secret 33 T-Men In Action 39 Chlcaco Svmphony 9:00 2 Best of Broadway 4 This Is Your Life 5 This Is Your Lit 7 Royal Playhous 9 Down You Go 13 Best of Broadway ing the same period. On the other hand, a show like "Today," with obviously limited audiences, gets "ARSENIC and OLD LACE" by Jotph Ktsiiirmg Adapted for television by Howard Lindsay and Russet Crouse Starring a masterful selling job from Dave Garroway and loud hurrahs from sponsors. A typical attitude towards the ratings is that of Goodman Ace. Milton Berle's sense of humor Ace wrote a story called "The 5:55 33 P.

Ekern. Weather 6:00 2 Bob Bison. Sport 4 Sport Picture 5 Weather; New 7 Kukla, Fran. Olll 9 Captain Video 13 Kukla. Fran.

Ollle 276 O'clock Report 33 Hopalona Castldy 39 Eafly Edition 6:15 2 News 4 Malones St Marvin 5 Dorsey Uounnra 7 John Daly 9 8oorta: New 13 Weather: Sport 27 Newsreel 39 Snorts: Weather 6:30 4 Eddie Fisher 5 Eddie Fisher 7 Disneyland 13 News 27 Foy Willing 33 Disneyland 39 Eddie Fisher Ratings Rat Race" for the Sat urday Review, in which he tore the whole system apart. Shortly thereafter, Berle, who had been in a long skid, soared back to the number two spot in Helen Boris HAYES KARLOFF the ratings. We asked Ace what he thought of the ratings, with Berle again way up. "Why, they're fine," he an swered. "But just let Milton slip again, and I'll tear into them again.

They're only good when they favor you. So for now, I'll a Saturday night show starring Billie BURKE Peter LORRE Tommy and Jimmy Doisoy and the June Taylor dancers. The cost for the 1955-56 season: lay on." (CoDvrlcht 1W5. Newspaper Feature! Syndicate, Inc.) 000. A like amount would be paid the following year if the show is renewed.

The contract also gives CBS EVAGIVE GLOG it happy go lucky as long as luck Is with him Gleason Signs Again, Gets $5 Million Deal HOLLYWOOD Jackie Glea Gleason's exclusive services for Edward Everett HORTON Orson BEAN 15 years, whether he works or not. The network guarantees the son, who recently made an Open House Set at Potosi Parish POTOSI An open house will be held Sunday at St. Andrew's Catholic parish to observe the completion of the new two-story addition to the school. The building is 28 by 23-feet. A bazaar and chicken supper, beginning at 4 p.m., will start the open house.

John J. Flad and Associates, Madison, were the architects. General contracting work was done by King Building company, Dodgeville. Plumbing was by, C. W.

Topp, Madison; heating by J. Frank Egan, Madison, and electrical work by Murray electric, Lancaster. comic $100,000 a year betwern million deal for a half-hour TV show, has signed a new contract 1957 and 1972. His company will which could bring him an added supply a summer replacement $5 million. show this summer at a fee of $350,000.

George Durgom, president of Jackie Gleason Enterprises, and the star personal manager, IN COLOR. BLACK AND WHITE I IIVEI Direct from Brotdwtyl PRESENTED BY Wfestinghouse on CBS TELEVISION 9cphnEL27 WKOW-TV said Gleason signed the pact with CBS Monday afternoon. Durgom added that Gleason Is negotiating for eight shows during the next two years for General Motors. Five of these would be variety programs, three dramatic. The manager said, the Gleason Gleason came here for a and the wedding of his TV producer.

Jack Philbin, to actress other nrnpi-flnis woulrl be made. Jean Harris Monday nignt. Under terms of the new deal The comic plans to return east firm plans to build its own film studio in New York, where "The Honeymooners" half-hour and markets then really cover them. Naturally they use newspapers. Because ndwspapers are basic the foundation of any intelligent ad schedule.

Because only the newspaper reaches just about everybody in every community. Because only the newspaper carries the spnse of urgency "If it's advertised today, I'd better go down and get it quick." i No wonder advertisers invested twice as much money in newspapers last year as in any other medium! All business i local. and so are all newspapers! Gleason enterprises will supply this weekend. The glog is an advertiser who refuses to be moored to the crass world of facts and figures. He may spend a million on advertising.

But if you ask him why, he talks about golf. If you ask him what he expects to get out of his ads. he raves about some oomph-girl who has caught the public eye. You can't pin nim down because he honestly doesn't expect much from advertising. 'v Fortunately the glog is a rare creatuie.

Wise advertisers expect plenty from their advertising dollar. And they prefer to keep luck out of the picture. So they don't try to cover the nation with a flimsy catch-all schedule. They pick their best PLATH'S wsmmimtaui For the finest reception In an? location SYLVAN1A TV with the mating Super Photo Powr chassis I Shop where von ar assured of service to vour complete satisfaction. Open vnmg til I Lot ol Parking! SALES SERVICE TV, RADIO HOME CAR, '10 learn In Same Location" SALES AND SERVICE Thit memage prepared by OF ADVERTISING, American Newspaper Publisher! Association, and published in the interest of fuller understanding of newspaper! by MADISON NEWSPAPERS, INC Dial 5-7294 720-724 University Avenue DIAL 7-2012 1032 E.

WASHINGTON AVE..