Ir• february 1931 Je~nelle Vol. 2 . No.4. M'Donold WAVE-LENGTH GUIDE .,. d NATIOIIAL a: WHAT'S ON THE AIR COLUMBIA .,. z ... .... BIAl RWIN8 ! 8ROABCASTIN8 8ROABCASTIN8 <.:> t:; (Registered in U . S. Patent Office) .. SYSTtl( COMpm t: =- 1 WKRO WGR-ltSD 660 645 .- Vol. II. MAGAZINE FOR THE RADIO USTENER No.4 2 KLZ·WQAM WFI-WmO 660 636 .- ffi 670 626 =r- 3 WWNC-WKBN .- r- J;'UBLISHED MONTHLY AT NINTH AND CUTTER STS., CINOINNATI, 0., 4 WIBW-WNAX WTAG 680 617 .- r----- BY WHAT'S ON THE AIR CO. PRINTED IN U. S. A. 6 WMT WOW-WEEI 690 608 I-- .- r- EDITORIAL AND OIROULATION OFI'IOES: Box 6, STATION N, CINOIN­ 6 WCAO-WREC 600 600 .- NATI, O. 7 WDAF 610 492 f---- WFAN .- ADVERTISING OFJ'IOES: 11 W. FORTY-SEOOND ST., NEW YORK CITY. 8 WLBZ WTMJ-WFLA 620 484 .- r- PRIOE, 150. PER OOPY; $1.50 PER YEAR . 9 WMAL 630 476 .- I--- 10 WAIU 640 468 .- m (COPYRIGHT, 1930, BY WHAT' ~ ON THE Am CO.) - 11 WSM 660 461 .- - PATENTS APPLIED I'OR OOVER BASIO J'EATURES 01' PROGRAM-I'INDING 12 WEAF 660 464 .- - SERVIOE OI'FERED IN THIS MAGAZINE. 670 447 13 WMAQ .- "ENTERED AS SEOOND-OLASS MATTER APR. 19, 1930, AT THE POST­ 14 WPTF-CKGW 680 441 .- OI'I'IOE AT CINOINNATI, 0., UNDER THE AOT 01' M.A&oH 3, 1879." 16 WLW 700 428 .- 17 710 422 .- m~ 18 CKAC WGN 720 416 .- r- f--- 20 WSB 740 406 .- r- HOW TO FIND THE The program-finding service covers the 21 760 400 hours of 6 to 12 P. M. for each day in wm +- r- PROGRAM YOU WANT the month, Eastern Stand ard Time, or 22 WJZ 760 394 .- WHEN YOU WANT IT from 5 to 11 P. M., Central Time. 23 WBBM ltFAB 770 389 .- Simply turn to the page bearing date 24 WTAR-W'EAN WMO 780 384 ~ and hour when program is wanted. Select from index in panels at center of ~ page particular program or type of program you prefer, then locate on sched­ 26 WGY 790 379 .- - ule chosen symbol at nearest point (by use of Scate index) from which it is being 26 WFAA-WBAP 800 376 .- broadcast. Or, if you prefer, check symbols of favorite stations against index 27 WOCO 810 370 ~ of symbols in panels at center of page until you locate type of program for 28 WHAS 820 366 .- which your particular mood calls. 29 ltOA 830 361 .- 32 WABO 860 349 +- HOW TO USE THE Draw lines from the stems of arrows 33 WLS-WENR 870 346 .- pointing to the wave lengths of stations W AVE-LENGTH GUIDE with which you are familiar to the re- 36 WGST WJAR-WBEN 890 337 .- ~i- r- spective points on the scale to the right 36 WltY-WJAX 900 333 .- r- corresponding to the points on the (ietector dial of your set where these sta­ 38 WWJ-ltPRO 920 326 .- r- tions "come in." After you h ave drawn about a dozen of these lines you 39 WDBJ-WBRO 930 322 .- i- will have a guide to all of the stations in the country. For example, if Sta­ 40 WDAY WOSH 940 319 tion WEAF, which is on channel No. 12-which means it operates on a fre­ .- quency of 660 kilocycles and 454 meters-cOmes in on your set at 74, and 41 KMBC-CFRB WRO 960 31~ .- Station WLW, on channel No. 16, COmes in On your set at 67, stations on 44 KDKA-WCFL 980 306 .- r-~ channels 13, 14 and 15 necessarily must come in at points between these two 46 WBZ-WBZA 990 303 .- - locations on your dial. 46 WOO-WHO 1000 SoD .- - 48 ltYW-Kl'KX 1020 294 .- - TO MAKE A LONG­ Ascertain which of your local stations - 60 ltBLD ltTHS 1040 288 .- DISTANCE TEST (DX) are broadcasting chain features at the WTIC-WBAL 1060 283 moment. Tune in one of these and find 62 .- out what number is being rendered. 63 WTAM 1070 280 .- Then start your detector dial at either end of its arc and turn slowly. As 64 WBT 1080 278 .- ~ soon as you hear the same number, nOte your dial setting and check back to 66 KMOX 1090 276 .- - the column showing wave lengths, thus ascertaining the approximate wave WPG-WDBO WRVA 1110 270 - length of the station you are receiving. To the left of this column you will 67 .- - find the call letters of stations on the wave .length of that station and those 68 WISN-KTRH 1120 268 .- ->- having approximately that WaVe length. Reference to the schedule of pro­ 60 WJJD WAPI-XVOO 1140 263 ~ grams applying to the time you are listening will show you which of these 61 WHAM 1160 261 .- stations is broadcasting the program to which you are listening, and you can 62 wowo 1160 268 .- thus identify it without having to wait for call tetters. 63 WOAtJ 1170 266 .- ffii- 66 WORC WOAl 1190 262 .- r- 68 WDAE WOAE-WREN 1220 246 f-- AGENTS WANTED! .- i- 69 WNAO-WFBM 1230 244 .- f-- Takc oraers for WHAT' S ON THE AIR subscriptions in your community. 70 WXYZ-WDSU 1240 242 .- Every radio home a good prospect. Your friends and neighbors will enjoy this 72 WLBW-ltOIL 1260 238 .- new radio program directory and magazine. Full or part time work. Liberal 73 WTOC WJDX 1270 236 .- olfer to both men and women. 74 WDOD-WRR 1280 234 00f-- Write for our proposition to agents. .- I-- . 76 WJAS-ltTSA WEBO 1290 232 .- r- CIRCULATION MANAGER, WHAT'S ON THE AIR, 76 Kl'H-WGH WIOD 1300 231 .- I-- Ninth and Cutter Sts., Cincinnati, O. i- 78 WADO WSM:B 1320 227 .- i- 79 KSCJ-WDRC WSAl 1380 226 .- TO ADVERTISERS 80 WSPD 1340 224 .- WHAT'S ON THE Ant is growing daily. The story of the phenomenal 81 WFBL ltWlt 1360 222 .- growth of WHAT'S ON THE AIR is intensely interesting. Within a period of 86 WBlt-ltLRA 1390 216 .- r-~ ten months this publication .has built up a guaranteed net paid circulation. in 87 WBOM-WOAB 1410 212 .- r- excess of 200,000. A. B. C, applicant. f---- 91 WlIP-WHEO 1460 207 .- - WHAT'S ON THE Ant has a useful life of thirty days each month-it be­ 92 ltSTP 1460 206 .- .- comes a part of the radio receiver in the home. It is used daily by thousands 93 WLAO 1470 204 .- of subscribers. Its pages olfer an advertising tie-up with broadcast programs I 94 WKBW-Kl'JF 1480 203 .- that is unique and result-producing. Complete details will be sent On request to WHAT'oS ON THE AIR, 11 W. Forty-second St.,. New York, N . Y. 96 WOKY 1490 201 .- ~ www.americanraIOJ.(lDlSl(l.QL.,CQUll. _ _____________________.... U~ll 0..L iA @ClB l 026!JO WHAT'S ON THE AIR THE MAGAZINE FOR THE RADIO LISTENER VOLUME II. FEBRUARY, 1931 No.4 HAT used to be the favor­ T ite phrase of broadcasting spellbinders (generally with smug emphasis on "great") . But it has gone the way of all overworked phrases. These days the fashionable term is just "ra­ dio audience." ing to the Rock­ Of course there has to be a ies. Yet that may label of some sort to describe be more confus­ those of us who hearken to loud-speakers, ing than helpful. and maybe "radio audience" is as good as You can't look any. Still, "audience" implies a crowd of about and ap- people gathered in one place to hear something, praise your fel­ and that is not how radio is heard .. We do our low-listeners as you would your listening in our own homes, by twos and threes neighbor seat-holders in a theatre or half-dozens, which makes a mighty difference. or concert hall. You can't say, for But if you think of people and not just a crowd instance, that "this is a typical Damrosch audi­ when you think of "audience," our old friend the ence," or "I'm surprised to find people like this "great invisible audience" is the best bet after all; listening to Amos 'n' Andy." for certainly "great" and "invisible" are the right You m ay think you have a notion of who they adjectives for the job. are ,and something of what they are like from a To get even a faint inkling of what they mean, check-up of your acquaintances. But you are prob­ try this to-night: Tune in one of your favorite pro­ ably wrong, though your contacts are of the broad­ grams, then see if you can picture all the other est. people listening to it with you. If you T he radio audience (yes, the glib tag has to be have an irrepressible imagination, you used after all, for the lack of anything have, of course, done that already, and better) is the most variegated mass of only irrepressible imaginations need apply. human beings it is possible to imagine. When the program is a chain Check off all the recognizable types, feature carried on a coast-to­ strata and classes in a \V'orld coast hook-up, you know it Series crowd, from field box­ can be heard in every cO i-ner es to bleachers ~ watch them of the continent, from Hud­ pass on Fifth Avenue or State son Bay to the Everglades, and Street, where the world is said from Plymouth Rock to Cata­ to go by in the course of a lina.