Decatur Daily Democrat, Volume 55, Number 121, Decatur, Adams County, 22 May 1957 — Page 7

WEDNESDAY, MAY 22, 1957

Biggest Atom Blast Planned In Summer Largest Test Yet In United States LAS VEGAS, Nev. (UP) - The biggest atomic. blast ever set off within the United States will be held this summer on the southern Nevada desert during the 1957 nu-

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clear test aeries. Atomic Energy Commission spokesmen • refused to discuss details of the test. However, the atomic device — with an explosive violence roughly 3Mi times that of the A-bombs dropped on Japan during World War ll—is expected to be detonated from a platform held some 1,500 feet In the air by a hel-ium-filled captive balloon. The A-bombs dropped on Hiroshima and Nagasaki, the so-called “nominal” bombs, each produced blasts equal to 20,000 tons of TNT.

The “granddaddy” blast set for i the new test series is expected to ■ •produce a yield of between 70 and > 75 kilotons or. equivalent to 70,000 ; to 75,000 tops of TNT. ! The most violent atomic explo- - slon set off within the United States > to date was the final “shot” of the i 1953 test series at the southern Ne- - vada proving grounds. A device dropped from .an Air . Force bomb- - er burst in midair above Yucca I Flat with an explosive blast of 60 I kilotons or equal to 00,000 tons of • TNT. t . - ...;

THE DECATUR DAILY DEMOCRAT, DECATUR, INDIANA

The kickoff test, involving a much smaller nuclear device with a yield of 10 kilotons or equal to 10,000 tons of TNT, was originally scheduled for May 16. Unfavorable weather conditions have caused its postponement for six consecutive days and it is now scheduled for tomorrow morning. The weather’ forecast for then appears unfavorable, however and the AEC indicated still further delays may be necessary. Trade la a good town -— Decatur

Third Generation OLD TOWN, Me. — (If) - Francis Ranco has been sworn in as governor of the Penobscot Indians, the third generation of his family to hold the office. Danger Everywhere MUSKEGON, Mien. — <W — Paul Kamp, a former paratrooper who came through a number of jumps unscathed, was hospitalized with a hip injury after falling five feet in an industrial accident.

Like Father... “BRUNSWICK, Me. — W — D. A, Gagne has nine children—all with his initials, D.A.G. Wrona Place WESTPORT, Conn. —(W — When Joseph Posterino returned from a vacation he found a builder had started erecting a house on his lot. The builder admitted a “slight error," explaining it should have been on adjoining property.

I 11 f’/Te? jJ B vJ Bi •♦ > LARRY REINKING, son of Mr. and Mrs. Karl Reinking, has his bicycle checked by chief of police Jim Borders this morning at 9:30 o’clock at Northwest school. Larry, a fifth grade student at the school, passed the check. Some of the bicycles needed rear reflectors to protect the children from car-bike accidents. Borders said,but otherwise most of them were in excellent condition. Three lines of bikes were run through state patrolman Al Coppes, Borders, and deputy sheriff Bob Meyer.—(Staff Photo)

Sid Caesar Felled By Tiny Statistic Cost-Per-Thousand Too Heavy A Load NEW YORK (UP)—Sid Caesar, a television Goliath, was felled by a tiny statistic called “cost-per-thousand.” The termination of Caesar’s contract with NBC-TV was announced last week. However, the loss of his Saturday night spot, in the making since last February, had nothing to do with the worth of his showcritics and people in the trade praised it almost unanimously. It had nothing to do with an absence of audience—he reached between 20 and 25 million viewers each week. , Caesar was beaten by one of the uncomfortable realities of the TV business: A program must deliver an audience to the sponsor proportionate to the amount of money shelled out for thw show. . Bread and Butter ABC-TV’s Lawrence Welk, Caesar's chief competitor on Saturday night, delivers a thousand homes for each commercial minute each week for $1.79, according to the latest Nielsen figures. Caesar's cost-per-thousand is a whopping $5.23. The average TV show’s cost-per-thousand is about $3.50. Cost-per-thousand figures are the real bread and butter of the TV industry. They tiave been too often obscured by “ratings,” which by themselves mean very little to the sponsor, ad agency or network. Cost-per-thousand figures are reached by dividing a program’s total cost (production and time charges) by the number of "thou-

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sand” homes a program reaches. This figure is then divided by the number of commercial minutes a sponsor has during the show. Thus, a program like Caesar’s which costs its sponsor about $115.000 for production alone (Lawrence Welk’s show comes in at less than $20,000) would have to deliver 10 to 15 million more viewers to prove an economical buy. Smalltowners Cm! to Bld Quiz shows like “The $64,000 Question” and “Twenty One” are economical buys because their costs-per-thousand is low. So are panel shows like “What’s My Line’* and ”Fve Got a Secret.” So are Ed Sullivan and Steve Allen, both of whom have produc- ■ tion budgets $30,000 or $40,000 below Caesar’s and who deliver larger audiences. The chances of Caesar coming back to TV with another big onehour show, therefore, would appear slim. Caesar likes a show with “big”, production values. But , Caesar’s brand of humor—which hinges on the spoofing of such esoterica as Japanese movies and commuting life—appeals only to a hard kernel of big city fans. In what network statisticians call “D.” “C” and “B” towns (towns with less than 30,000, 50,000 and 100,000 citizens, respectively), Caesar draws few viewers. Caesar’s cost-per-thousand is doomed from the start. A Long Life MARTIN, S. D. — (ffl —The U. S. Fish and wildlife Service reported that a mallard duck banded at the La Creek refuge near here in November, 1939, evaded gunfire for 16 years before being shot down near Sutherland, Neb., late in November, 1955. The servwithout a traffic fatality. The last 17 years old.