I agree with others that switchers are a better choice in terms of efficiency, but they can be somewhat complicated to deal with if you're inexperienced, and there can be lots of weird effects that aren't immediately obvious (precharge sinking, beat frequencies, etc.) that can make life difficult. Assuming you've figured out your power dissipation and know how much current each rail can deliver, if the linears will work for you, stick with them (at least for the first pass).
If you're trying to achieve a variable-amplitude square wave output on your adjustable rail, the chopping may introduce noise into the main 24V rail, which could show up on the other rails. You may want to have an LC filter between the main 24V rail and the regulator input to provide high-frequency isolation, and will probably need extra capacitance on the adjustable regulator output (bulk electrolytic as well as low-impedance ceramic) if you expect the square wave edges to be sharp.
1, 5) There are some dangers with your scheme.
Power dissipation in the linear regulators will be
\$(V_{out} - V_{in}) \cdot I_{out} \$
which is significant, especially for the lower output rails. 78xx-type regulators have built-in thermal protection around 125°C, and (without heatsinking) a junction-to-air thermal resistance of 65°C/W. Your thermal management will be challenging.
Another potential problem - if the series-pass element in any of your low-voltage regulators fails or gets bypassed (shorted), you'll present the full 24V input to the output. This could be catastrophic to low-voltage logic. You should protect your low-voltage rails with SCR crowbars that can sink enough current to put the DC/DC brick into current limit and collapse the 24V rail (they'll need big heatsinks too). Fuses are unlikely to be good protection since the 24V brick likely isn't stiff enough to generate the \$I^2 \cdot t\$ needed to blow a fuse.
2) Whatever floats your boat.
4) Meters aren't huge loads. Just use one of your rails.
3) Correct - all regulators have headroom requirements. If you want the maximum 24V out, you'll need a direct connection, and will have to rely on whatever intrinsic protections the brick will provide you.
I suspected that something as simple as this had to have a simple (yet improbable) explanation and it did.
Turns out both regulators were busted. I don't remember where I got them from, they looked unused, but who knows. I tried with the same model but bought at a different time, maybe from another supplier, and works as expected.
The testing setup was correct and filter capacitors aren't really needed (at least for testing purposes), but I'll use them anyway as recommended. Thank you all for your input.
Best Answer
You are correct in that the linear regulator appears to be using 17mA at 37V so that is a power of:
But you need to also consider that the linear regulator that you are using is also dissipating power of:
Thus you have a total power loss in the linear regulator of:
You really need to be using a switching buck regulator for this job. If you do not want to build such a thing you can find a plethora of ready made modules on web sites the like of Amazon or eBay. They do not cost a lot either.