V 20 JUNE 1949 • $8.00 a Year Disk jockeys in knee pants-pPo 2824 The Galla her Drug s~ory- . 21 How's your Sponsor Identification ?-p. 26 Test-tube success-po
21 One- pro d:Ie· t co mm e ~c i a b _ ":.:":::":.:";;" _____•
A N OZ )j'~OA Atl..., ~ lY'd tiJ"lJ3)j'JO~, O~ SJ!>OlH S .1'1 ,.,( 6t.tz I 0$'-0 I dS
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S~ONSOR \nt~T\f\CA1\O~
Up• 20.3/0 't\ year The magic word that opens the door to the greatest advertising medium of vur time~ is television.
And in Richmond, first market of Virginia, television means only WTVR.
WTVR is the only television station in Virginia ... has been for over one year.
Virginians remember that in J944 Havens & Martin, owners of VlMBG, prophesied the coming greatness of television pen with the first full· page newspaper advertisement ever placed by a radio station. Since J926 they recall many another pioneering step token by WMSG, WCOD, and WTVR, backed by a firm faith in the American system of broadcast advertising.
Wherever you are (Richmond, New York, or Chicago) Havens esame & Martin stations are your "First Sialions of Virginia."
WMBG AM
WTVR TV
W COD FM Havens and Marlin Station s, Ric hmond 20, Va . J ohn Siair & Com pa ny, Na tional Re presentatives Affiliates of No tio na l Broadcastin g Company 20 June 1949
Frank Mullen FI'& nk Mullen , ex- executive v,p. of NBC, will be on a nt:two r k before ex pected back 1 Sept ember . His resignation as president of Richards' s t a tions, on networks IVGAR, IVJR, KMPC. is effective 1 July 1949 . a lthough his salary runs until 1 July 1950 . - SR- ASCAP -TV ASCAP will emerge from its TV battle with broadcasting bigger and ogreement more inclusive music- licensing organi=ation . After s tations have neors okayed increased fees (about 10%) , ASCAP will go to members for ex t ension of its representation of rights. There will be no lapse in avai lability of ASCAP music on TV . - SR- WJlB not IVJLB will no t go 100% foreign language, as indicated in SPONSOR 100 % foreign REPORTS. 23 May. There will still be some English- language broad longuoge casts on the Booth s t ation, despi t e heavy return to native t ongues spoken in De t roit . - SR - Conodo's BBM Canada ' s equivalent of Broadcas t Measurement Bureau, Bureau of follows new Broadcast Measurement , will issue its reports in 1950 on same basi s BMB formulo as BMB . Seventy- nine percent of Canada ' s stations are members of BBM . This will be BBM's fourth report. - SR-
14 'I. hours of Fifty radio and recording folk- mUSic artists were part of 14 '~ - hour folk musi c three- day celebration (17, 18, 19 June) of opening of Country Barn o pens new Record Shop in Tampa, Florida . IVCKY (Cincinnati) had its "Western" record shop disk jockey mc ' ing event . - SR- ABC , NBC ABC and NBC have lifted res t ric tions against cert ain types of pro drop certoin grams. AB C now accept s commercial religious programs, and NBC no progrom longer restricts mysteries t o afte r 9 p.m. hours. NBC now also restrictions accept s cert§in give- away programs . - SR- RCA leods RCA leads TV-set ownership figure s in three out of four income in N .Y. TV groups in New Yo rk (over 57.500 , over S5.000. over S3 , 500). and runs soles second to Philco in under 53,500 group. Latter runs close second in 53,500- 55,000 group . DuMont is second in upper brackets . - SR- FCC decision FCC decision to permit editoriali=ing by stationS on air i s so vague on e ditoriolizing as to be almost wo r se t han no lifting of ban at all. Decision of n.s.h., but Maryland Court of Appeals in favor of five Baltimore s t a tions on Morylond Court their reporting crime news i s boon to all news sponsors, for it se t s d e ci sion h e lps pattern of " freedom of reporting" tha t' s important.
M·" .... ~"'t. '· ~h "".. l ...... \. 10; z., J"n" " IN ,'"'.11.",,, b'..-...... 'y ~l 'H·" .... ~(}'L ' ~'blk.""" •. Ill,· liM oM 1:1"" n,,,,,,,,,,~ I. '1.1 .I,h.m ,no .. ,1,,,,,.1 ",~u!.lIo" (I,",... t~ w. ~2 111.. S \. I ~ ..... \ , •• , •• , In , . " '0 ., ...... ,., ~n!"td •• ~M .\ ...... n.·, ~" hn~.',. Igl~ ., "~I"... ",_ .. 'IJ ..' tile< "-"" •. ,, 3 )'or
20 JU NE 1949 P.ORT5 ••• 5 PON50R RE POR T5 ••• SPONSOR I
More siote MOt'e and more s late- wide networks are being formed. Not only a re networb bei ng independent chains being linked like Ohio ' s Standard Network and established Goebel (M ichigan ) sports network, but coast-to- coas t chains are becoming more conscious of their r~nal links. NBC recently spli l off its Ne ...: York State s t ations for a Dewey ~fi reside chat ." Economic conditions in different sections are becoming different, s ponsors arc thinking in terms of markets, not 48 s t a t es . - SR- 40,600,000 Over 40,600,000 autos were owned as of 1 January in U. S . Auto aulos on U.S. radios were not surveyed by Wor l d Motor Census, but olhe r sources roods indicate that on1r t hins holding, [email protected] k close to 100% radio egui Em en t foc cars 1s current hig h Erice. - SR-
Radio v~. TV Out of over 2,500,000 radio or TV sets produced during f i rst quarter receiver of 1949, around l ou t of 5 was a video receiver, with all rest production st r aight radio receivers . Figures include RMA (Radio Ma n ufacturers 5 10 1 Association) and non- RMA members. - SR- EKc is e loxes Excise taxes in some cases are larger than tota l profi t of 10 be fouShl corpo r ations. Bell a nd Howell (new radio advertiser) reports on air that it paid Sl , 230,OOO in excise t axes a lone, lI'ith a net profit of 51 ,527,00 . Tota_Ui;;!xes Eaid by B&H are much larger than net. Charl es H. Percy, B&H preSident, is urging manufac tu rers to use ad space to tell consumers what they're pa ying for when they buy products hit by high excise t axes . -SR- Some show Eddie Cantor will not be on a ir for Pabst this fall because he wilh Iwo wasn 't wi lling to do bo th TV and radio programs each we ek . "Life costs of Ri l ey." which repl aces Can t or, will be done on radio from Hol lywood wi t h William Bendix~d wi th a nother cast from New York on TV . It sounds screwy . but everyone will watch to see how it '1.'0 rks . - Please turn to page 36-
capsuled highlights IN THIS ISSUE
Sponsor Ide ntification on the air isn't the poge 21 " Public Servic;e " has something very spec;ial page 30 entire answer to broadc;ast " Whot's wrong with FM c;ommerc;i 2 SPONSOR Meeting Mid-America's Need for News .•• at a Very Low Cost per 1000 Coverage KCMO's newsca sters a nd full-lime news stoff ore nol contenT 10 rest on their teletypes! They're 01 it the dock oround, pounding the pavement, checking Ihe " line-up," gelling the news for Mid -America! Un der the walchful eye of Ji m Monroe, KCMO's news editor, Mr. Mid America's newscasters g ive Ih e lolest to. the listening millions ... 0 dozen ti mes every day. And thei r record on 10<;01 scoops, exclusive phone One Does It In Mid-A merica recorded interviews, cnd complete nOlionol coverage hove mode Ihe One station 8-TEN Spot listenin9 a musf. One rote cord This preference plus KCMO's low, low cost per 1000 cover0ge means a One spot on the dial listenership bonus for smart sponsors. KCMO is Konsas City's most power One set of call letters fu l station wi th 50,000 watts that blanket 213 Mid-America countjes (inside measured _5 my . a rea) wi th a farm-ond-factory-rich population of over • 5,435,000. 50,000 WATT5 DAYTIME - Non-Directional 10,000 WATTS NIGHT KC D - BID kc . Notiono l Representative: KCMO·FM .. 94.9 Megacycles .. Kansas City, Mo. John E. Pearson Co. Basic ABC 'or Mid·Americo 20 JUNE 1949 3 ,I I 411 West 52nd TV C:;UCCESSES 1 VOl. 3 "°. \ Il"""nlh 1,,1, 1',[.1 11",1 "'('\~/)II [wd 1'1l1,li~III', 1 or .~ pu['li~h;l1t: ~()tll(' 'orl OJf "","[,ilnlioll of "~U( 'n'~ ~ ~I" , il'~" "f ~P""' I H~ 1I~11IJ! 1('11' 1 i·i,," a~ 1111 n.l · I , 'II i~ll1" '>1<·,11,,111. SPONSOR REPORTS 'I'l" , Td("li~I<)11 ( :"lIlIl1iu,·,> "f Ill(' I .,,~ \11 ,,1'['" Chnllll,," o[ C, mlllll'r("r ., r, , ~ 40 W EST S2 NO , n~ "III' (If II~ [,rillw "I>J""lil(,' lilt' "II". "1IIi"lI I'r"'[""'lil" :lIh'·l ti ._"r~ ON THE HILL 10 "f '1'\ "II "'~llh~ IWllli! .. ],Iaillt·,[ I" I OI"~("III MR . SPONSOR: CARROL M. SHANKS T\ IH·r~. I " \\',,"Id il 1>(" I',,~~il'](' f"r I'lil 1<> ~"lId P.S. lI~ :11I~lhlllr 11",1 ~U II IIIj"I,1 halt' m"j[· " al,[e "f Ihi~ l..il1,l :' I ("all "'~II1T ~UU I N EW AND RENEW 17 il 1\ ill [... pul I" II~" ill d.alllld.- 1\ h,'" , HOW'S YOUR IDENTIfiCATION? 21 il -1","[,1 i!1"I'!l\ 1 ~ [1<'11' ~I'lir 11' 1 "n'~1 III ~ 11,1"1 ,- j"'1 a, II e r l i~il1i!. ROBIN SPIN THAT DISI( 1 " [l lll! \ !! !> I .. [h: l\ have SUSPENSE: TEST·TUBE SU CCE SS 26 S"t (I'/.((f),. '1"" CO/IlI/IlI/,'(' 1.0,\ Allp''''.~ Chllllllwl PI NPOINTING BROADCAST ADV ER TISI NG 28 oj COIllIfIl'''",' you COMMERCIAL PUBLIC SERVICE 10 RADIO AND NEWSPAPER STR I KES l2 seen ON SPONTANEITY MR. SPONSOR ASKS J8 \11 "f Il~ al \\,I. ~ (' lIj ,,~ , ' , 1 4·NETWORK PROGRAM COMPARAGRA PH 51 ["[ I,, !I1U~It", il~ alll,]fllli! your "" [,ul Il lI' "!I(, fa!"! BEAUTY AND TV 56 didll'l ~(', . lIll"tll i"IWd- 111I' I<>~i,·,d "\. TV TRENDS 58 [,[all ,lli"l1 1[1<11 I Iwli"I" Ill "~! "I Il~ ill copy tt"~ , [,1I~ill(' __ ,, <-,n·,· .. 11 i~ thai 1[1<' ~II(· SPONSOR SPEAKS 70 ", ' ~~ of 1,,[ I.. · lIIl1~ i,, J,ro'l-=I'alll~ j~ lIul .-" 111111'11 Ih,' I..iwl of 1Il1l,-i,·. ,,~ il j~ 1111' APPLAUSE 70 lIa~ 1 1 ll'~" l' r "r,alll~ 1.,11(' ('olll[,ill,,01 a of .-'·II~" ,,[ H'II[il). ~I 'nlltalu ' il'. illf"'ltlal· it.l, ill .. 1 Iht' [,"",'J "f 11t'1~"II : dili('~. TI ... ~,IIII< ' II,ill;':' [',illp. C,(,~l" ha~ ,[""(' f",. Ih, · ~,' I"" d( ' , ·" d, ·~ "r ~" ill RADIOTIME? 1,1I1i" :II HI "" 1111" ~"I""ll III<" ~:I1I11" Ihill;':: Iha! C",il II. I),· \lill" lI~t',[ I" ["'1, 1 I" tI", 1./11' I,'w/i" '/"/"'11/"1 1[1<' -alii" Ihill;! Ih;11 (i/,I"'I" II,.{;"" fllld out I/ofl\. \\il l, tl wir ,IlIlI"IIII'·('r. I lari"I' \\il,·,.\. a, lli,"" ill ~" l il'l,",[ f'OIIiI 1[,,· ~:llllt' _,'IJ~" "I n ' alil~. ~1">lIlall('il~. iu· f"rn",l jll. :11 1<[ 1"'r-(>,I The Proof: WSJS delivers higher than national average Hooperating* for 57 out of 61 NBC Commercial programs! A PLUS AVERAGE of 6.1 POINTS PER PROGRAM! WSJS share of audience for 5 month pe riod: • Morning 45.2 • Afternoon - 50.6 • Evening - 50.0 • City Hoo peroting, Foil ond W in ter, 1948-49 Alliliated with Represented by NBC Headley-Reed Company 20 JUNE 1949 5 4tl 'Vest 52nd illlat!illl·.1 Ih"111 I" I,,· 1111'011;.:11 li·lI·IHIl!!. \hwll ,,( Ilt,' Ilulllor jtl~1 ha!'I" ·Il ~. ~p""' IUllO'"tI~J~. \\',. 1111'0', uff di;:lIil~ ulI. 1 ,'ui'" " ill'~(,"" ~ a~ \I,' '·lIt.-rlaill. :-,,, il i.II·1 Ilw ]..ill,] of lItu~i,' "lItir('l~ althollj.!h f"l]" 1II1I.~i~· dn.,>- klltl il~,'1f ,,, dli~ \('ulil~, thi. ~11" tll illl<'iIY. BUI il j" Ih,~ ]..iml (I f (01]..· 11'11" ]lui "II 11ll' .I"m. ;111,1 11 11' wa~ lh,'~ I'lil it "" ,1 1)11 111(H tof lI~ Iwrt· ill th,' f"lk·ulll~i(' 1",1t 11<'li .. ,,· lilt" ~:tlll(' 11"';Ilm('1I1 WTAG TAGS A SUP Thi~ i" t" 0" n'd all "iT"r "II 11u- radio in dll'rc arc IwO kinds of l l\.' ,I ,~ ndillg- ,IC [ ~, 1';111 .. f ~I'II\~"IL III lilt" :2:: \lall·11 dare-dc\'il.~ - Ihe oncs who plunge ulllhillkingly inlo i •• ",' "f ~"UI "IIIt'II,i~.· !'\I'I·II'·lIl 1,11101 ; ,ati"lI. ~" u I'l'il1l.·,1 a h~1 .. f -Iali"n' hal.anl~ (and g raveyards), and Ihc oncs who survi\·c a 'ltl )1),11'].."'" "lli.·1I 11; .. 1 1"" '11 k.·I,~all\· and succct.'d duongh pracli n·. cxpcrlcnce a nd 1,1",1 ],~ H\I!L ' ''II failo·,1, htll\·I,\t·r. Know_Holl, I.. prilll III!' f.1t"1 tllal Ihi~ lIa. ,,"1~ ;1 p.llli;11 l i~1. .',.-. In our .!~ p·.lr, uf h roadc;hlill)! 10 D,'('p Di"it·, In·t.{ ,h a rt'~lIh, ~"Ul' :2:{ " a~ i'~IIt' ,' KWKH " RADIO IS GETTING BIGGER" I TexAs \\ I' ]"·Ii,,, ,. ':I/(/iO 1.< (;"lIill£! /li;:!!-"I lIill lIIal..,' I'H'~'lil" PI""I"li"IL 6 SPONSOR BRAND CONSCIOUSl ~ut Texas way, folks are mighty fussy about Brands. • • • . . . the'y re f ussy about Ih b he ... ! <'Ind th e ~ind the e r... nds they brdnds they d' Y e"t; about th e .... ear rive . "bout their brand' . ' Sl~, $mo~e-and of listening • , 00.' Only I,Ht Fall , Telans in .... ell over d • 65 counties. quarter-million d' h ... hel ped C E H rei 10 omes " L'Ishomi ng A, . .C ooper • Inc -, comp.il e a ea overclge t d " w h"I s'tltions the I' t n el . Asked que ntly" or "Mos'Y f"' hene~ to "Most Fre· • 0 e Tim "th right up in Ir T e, ey spoke ue eXils style. Th e result : WOA2 I . rope d first' pl "ce b to I In ddytime J' Y, "I ni h • . . 0 9 I ... over tho second most popul"r outlet! These neighbors. thousands in our fa plus still additional tim,'pnm YOUR brand doi" ':0~ke .....t~ '' make this bilt; 9 here? If you'd conscIous of you on:do,Ii 'H m"rket more et . r Pdrtlc u ar b d b your Iron in the f . h rdn, etter g 9 be just in time for th eIr b.rl19 Filil t " R....ou "y!ndup You'll! BRAND! * 'REGISTE RED B Be l"r County C r d n ~s Division ouri ouse, Sdn Antonio , T. XdS. .., - CLEAR CHANNEl - EDWARD PETRY & IHC, ' Hew York , Ch'Icago, Los Angeles, Detroit, SI. Louis, Dallas, Sa n Francisco• Atla nta, Boston filI'I (ltWSII ' t 40 IVest 52nd I ( OIl/IIl/1"" /1""1 I"'!!" hi j'(1(1 1 II'd llJ.. '''II \J'TI 11I1I,h ['" lilt' :ll"' If's so ""I'il" "f I:mlio f, (,','lIi"p. lJi ~I"'" II I~ ,I'n killli "f ,,,II I.. all"" \I. 'lId, a ;,:,'111'1'''11' Itlltulwr (If .-.,pi,· .•. Am(Jzing- slioe 'htll ll! l b.··(· "ulli,'_ I, ill I", pUi 10 ;.:,,,,,1 lI· ... 'J IIt'I \\ill 1... Ida(',·'] ill 11".11;111,1. •,f I",al. I'ql i"lIal. alld 1I:lli"II:l1 a, I,('I" "" e ""(lU 1,1" 'I a ~ k ~' O" 10 be • li·,'r· fl"lII "I/r ar,'a. :m,1 "ill 111'1]1 li.·, 1" .. ur ~ I"" ~ nljo" n l t..: · ~ U Z If';!r 11""11 IIIl' n ·~i ·I :\ un' , .. ·I/mlll("r ~ " .... t'M ~ I o r~' if "' I" d irln 'l .. ",Ii" .1I1"·l'li.in;.:. h an ' Ihe £i .l:' ''r.... _ .."c r JI\I I:UIl)(:I,' llfO""I;".I:' lloop ..r r alj .... ~ - /(fllli(!. 1'1 /Jil';,i"" 10 .... ," j" .... yo" . O"r ~ I H" /I"t,tH 1I 1/1f,1'1I~,'il d all,. plalt,,('d Te:oo:as I,ro. /)11.\1011. ()hio .l:" ran'IIIjn.l:" ""ill hr;" ,!: your di c " l~ immcd iatc r e ~ uh s in Jl ou ~ l .. n. 1111' :Itliol(' Ullf/io f ., (,','lIi,,:.:. I!i::.gn I' lilt' Iw.1 rH' ~e('lI. 1.01:1" ' \ CI;\\ \Vh(o n bunch of 5 11:1tl011 man / ·i'·'·'/II',·.,id"1I1 ngers get together at conventions /I 11 '. 1'lIiJudd/IIII'" and start talking ahout what a super-strong signal their stations throw o ut, OUf Carl doesn't get into the conversation. 1111' f:IIII/I.) I~ ("'II111/!. nip.p,o'l" i~ ;':,,11.1 And when the station hoys brag oI .... UIlIl·II"·.1 ('\ i']"IIO'f' I " all'''('1 II",.,' HOOPERS about the millions of pcop](' in t heir IIh" Ii,'" r~'{"'I ,1 ,ll·I ,'I"I'IIU'III. :I,. i ll' SOURCE: 1949 primary coverage zone. ou r Cnr l oIil-ali, t' "f ~('lIi l i l l III " II I' )111';11 just sits there with n poker face 0 •••• M,... . It " " 1111 111 . lo~ . that Nul Sparks woulu envy. ' .. I;. "E\f; D. lIu. L Morn . 11 .3 14.1 But eMI doesn't f~el slighted. _ . 1I 1111(J ~ ," just let the lalk get around to how a.a /I 'OI:l. (),llImffl. FIll. ••• popular th<'ir stations are with the 12 .6 10.4 cash customers in thcir market :fi nd tiltH'S where you cnn inciudr 11.3 13 .1 Cor! into the conversation! '''lIr ;1 1'1 1.. 1, · ill ti ll' ~:\ ' ilil i,.-II<':. ••• Carl knows that we've got t he lilll/ill J ~ (;"lIilll' /:if!,P,f' I, I,. I,'nif.... people where you W(lOt them in til{ \\'II.LI " I H. U OTII IHI' Ou]uth-Suj>Cllor marh t and 0 11 the /)ir"'/ol o/f.O)II,1 S"fl" Iron Range. They're a ll concen II I'I:U. I:f,IIIIIIO/" trated withm a 50-mile radius of WOSM (Duluth) and WEVE (Eve. Iftb) \Vhf ll you glt bt'yoll(1 this NATI ONAl REP. fORJOE & CO. thnt rntliu~, you rull mto fish /(II,li" I ., ( , dllllt:- lIiJ!.;:'o'" i. (\ "'r~ Dove Morris, Gen. Mgr. not pi n p lt I illf"I'II1:.li,,· pi ,~ ' (' .,f ""rk. :111/1 "ill \Vc'vc ~ot fin awfully wfHk signnl ",,,,,, \ fllllal,I,' II< \\' \ 1 , \\ ' ••.1],', :11,,1 in Los An~( In county, hut if you PI' 8 SPONSOR Looking for the winner? New York's w_l•_ n_• ,g after • , IS " its an • ISS s" Represented by Radio Sales Guarantee against price de clines to be tried \'II ' ·rli~ill).! Ili ll ... 1,11'\ fill' :I IIUlllh"T "f I'T(I,lurb lil..,' [uI,1 " ii. "hi .. h Ilill ;!lHlr:IlIIt'(· (·lIr ... ·1I1 ],u~"r~ :t).:aiu .. t pritT ,I. 'dim·', Thi ... i. till" i']"3 lo('il1l! It·~te,1 I.. 100,."" I'"r ... ,· i • ; i\,\. ~lli,,;.:~ "f """~III1l"I~ Ihrllul. .d",ut 1 .:--. Ikfrir"TaIOI" "i1. '. \ ;lIlt! t\\" 1I1:1k('. ,,[ OII1I'IIl",hilr" \1 ill In dw prie,·,;,! u;lrallk,· .lallL II illt n'.-lI h ~ ],C·illr "lUdi",1 Ill.! o l1l~ I>~ ""1I1]1rli"'r" 1",1 :11.0 It~ c l"up "f ,"'''' I'''lIi,' n>~"ardll'b ill \\ ·a ~hill;':I"II. 1"I",lil1;; i~ 111111 id,';' "ill \\"rl.. ,,"1~ lI ilh J,i;!.il,,(·~ltlh·1I1 i\t'ltI~ ,tl lI l ""I "illt illl l'ub ,'- I0 ,,) ing ih'l1I~. Fur processin9 important in U.S. economy today I ' r" (· ( ,,,~ jll).: o[ fll'~ ill I .."'. I' ral'i,ll~ 1"" '"mi l1 1! "f major illll'"rI1lIlr,' I.. lIali,,"al ('t· tJlI"lII~. Fnrri,'r- Ihn,u,z h,ml L ...- . an' "I)II,i.-I"l1l U,(,I"" "f ]' r"a,I'·'I... 1 lilllt'. 111 " n' .... " Iltan :t' I ~ .. lllt'f """I ' I1'~'\H"ar I'lodU"1 ro · l"ilt- r ~. III l!J t, lualili' WOW tour has b lessin9 of bel II r,·,J fur )!,,,,( I~ \\.llt~ "I'"'' ['UII! "lid, l,illl .. ,al.l ... 11111 lul,·. '·:lIll loal ~ lI. 10 SPONSOR CHARLOTTE, N.C. Channel 3 o The first television service in the Hi ckory CaroJinlS wili be inaugurated July nton 15. N<'Jtu-., liy . it's the television service of the Jefferson Standcnd Bro"dcasting Company- WBTV. Service to dn area embrdcing over 1,000,000 North and South Caro o [ini PROGRAMS ON FILM FROM 4 TV NETWORKS Jefferson Standard Broadcasting Company 20 JUNE 1949 " for Profitable Selling 'IAfE II I"Vllr~ '\ " D U ,t,WA R [ I f t ""·",,1 _,,,'1 ,-"" ,.,.,,,,,, ,.. s * WKBO blr. Sponsor I President HARRISBURG The Prudential IMurane. Co .. Nc ..at~ I \ l illlll,,,... I:d ll'nl r .. n,,] ~lwllk~ :11 ,-I) 1- 11k' ~'I!Illf!... ~1 pl',,~j . .1"11 1 "f all~ "f till' ""rI,l"_ lIIajor li[,· ill~lIr: lIl n' "Ilillpalli.,-. 11 {' I~ ~li l1 )"IIIl;! "IH'II;,!h ,,, [",,1 ~li~hll~ ,,\\1,.1 HI Ill{' h... t Ihut (1111' 0 11 1 "f ~ix P,'ol']" ill Ill<' I . :->. :u ld Call:,,1a h"ld- a I 1,,,]icI \lritl,'11 ],~ 111<' 1' l'1loh'lIli;l1. \, 11 1)_" $7·],illioIHI"l1ar :1_,1'1_ mak,' it til(" Illllll j,cr 1\\0 lif,- ill,lInll"'" filill in t ill' 11 ..1 (1. Carrol :-; lI all\.. ." I:.".',. lltl' le"]H'I1_il,i lil) of hi,.. jul, 1" 1'1 ,wri" II ~ I I, alHl rtl l l~ I 1I1i' I';I~ I l'rlld" llli;11 ",,-'H'I' "idl 11ll' ~;lIl1<' kiml of 1l1t'li"II I "II~ allenli,,11 1<1 .Idail 11,,11 lI~ e d 1<1 I,har"d"r;,,,. I,i,. k"lure~ [0 hi,. ta" ,lu.I"III,. at Y,llc, \I1wr.' hc \\;r,. all ;r~,,}(' i ; II<' 1'1""[""""1" ,, [ Iall in lilt' ""il y ] ',no'", I III' join,·,! l'rud"lIli'l l ill I'):t:!: 'IlIid, ] ~ I'!lill :1 HallIC f"r hilll!'< ·H Ily ",'" r;:;,]lli711Ir III(' lang.I,',1 fill'llle,'~ of ~"\"ra l ,1"]'1'<'"ioll,llil .. "iln,,,,I,., \ IHall lIilh a llIind Ii]... , ;'] ,.1,','] Irap, Ill' ro~c' ,"ift ] ~. Iw,'allu' !'ru· ~ I ,].'nti,.r " ('hid l''I:'~'1I1il\' ill 1') 1(,. II" j" ,,,,illwr a l"w]..·,.lapp.. 'I' lI"r ;r ,.luIT,·d .hilL :lIul "fl"11 ri, It ,,. II"UIl' "11 a \"\\,,1141'.>('1"<11'. lI,u 12 SPONSOR It's only a few Bi Ilion Dollars .. but NT~~yPKlNr '()II~ SIlA~£1 $2,995,897,000.00... 1948 Relail Sales' in WOW ·LAND (ou nlies (BMB) t '-.::.....~_).~~}..il ;".. _ IIII8IIRIIIIIIIIIIIIISB.Sllhlhl'III,.!'IW 8888lil.IIlII.'lllllliBIQIIIIIII'lcill!ilS!llS!S!!ll!millll!ll!M$I!II ~ All tlllt!Joritie,\' agree Ibh )"'iI/,'S relail stiles 1/1(/), bl' '\~'g~ I I lower . . . BUT . . , tbey also .\'(1)'. I tZL !"l o f 1949 rct ail sa les will be nude in [he I I ~ a~ J third q ua rtcr - J lIl~. Augusl, September: I (:2. s It\ of 1949 reta il saks will be made in the I 50-0-0-. ?ei~qU' ~;:t; ' m ~/ II GET YOUR share of the ••• I 22 % Spent in food sto res; 11 % Spent in sto res selling motor "chid es ~'\:. parts; 6 % Spent in appa rel ~ t o rcs; 10 % Spent in lumher and bui ld in).: m:l(eri:d retail oud cts; 30 % Spent in general mc r c h .ln di ~c ~ t o rc s; Spent in other ret.l il Hutlets. I 18 % I 4 % Spent Hl furniture swrn; I ,l ~ .;iii i,lIIIIiiillif 1m !IJII_; lUll liii, ••• II1III11III.1, , You \'Y ILL gel Y o"r share if you usc Ihe ad\wlising fa cil ities of Hadio \'\IO\'\' - Ihc ONLY single ad"cnising medium Ihat CO I'c eS (he \'as( territOry w ithin 1;0 miles of O maha in evcry dircnion-4;O,OOO fami lics \\'ho li stcn co \\;I O\\;I (3MB figurcs)-who spcnt $4,000.00 pcr family in 1948, and will, in th c 1ll0S[ pcssi mistic view, spend o nly a lillic Icss in 1949, for availabilit ics scc your Jo hn Bl air man, John J. Gillin , Jr., Presidenl & Gen ' l Mgr . or tclephone Omaha, \X!cbSlcr 3400 . John Blair & (0., .. ( n Ul'll 011 SALES MA,"AGEME"""T'S f i[:, uTts-M '1J 10, Sun 'l'1 of Buying PO" "l'f -('.Wl'•PI f OT 10 " '11, lI'hirb i s baud 0 1/ JlIIIl' ,,,.~ f c(tip/i .) SPONSOR 13 See: " Wh y s pons on chon",,,, networh" ha"· ,·hipl",.1 a\\a~ I h'IlJlI'~ :llIlIi"'II('(' if I,,,, Ila,l 101" ' 11 0111""",1 '·II " u;.:h lilll(' .. hnt I'hilip \1 1'r r i~ l,a,lI't Imil.lill;": It.S. Iss ue: Dece mbe r 1948 IId",,!"1.. I j ~\t"lIjll).!. il "a" J, u ~ill;": all au,li,"II't' I" " IHUII lubject: Whot has cC ll sed the rece nt il I·,mld -(' II i l~ "',() ~IIHll..illg Ilan).!", ... r:· 11 " ra,·,· II .. i,lt shifts of biq ne twork ,('\ullI(',1 I" Ili~ "Id hUllr in \Ia ~ illlI l ""gaim'tl ~ "IIl(' "r advertisers ? h i ~ 1".1 OHIO STA TE UNIVERSITY'S 19th Institute for Education by Radio SPECIAL AWARD to wov ond The Institute for Democratic Educatio ~ for "THE MAN NEXT DOOR" .. A pioneering e ff olt .. an authoritative and inte n$e ly human series of programs whic h build up the democratic traditio n a nd f'ght prejudice and di scri mi na tion. " " SPONSOR The Georgia Tria The C. B. S. Affil ia te s in Georgia's First 3 Markets THE TRIO OFFERS ADVERTISERS AT ONE LOW COST: Concentrated coverage _ Merchandising assistance listener loyalty built by local programming _ Dealer loyalties - IN GEORGIA'S FIRST THREE MARKETS Thl' GtDrqill Tria Represented, individually and as a group, by THE KATZ AGENCY, INC. 20 JUNE 1949 15 " VOO farm r:lJ io 11~(cnc r s in 16 Slates rcccnllr scnt 2';.122 ]ctiers, con· (ainin/-: :n. i22 Jirnc~. 10 the K VOO Farm DCparllllCnt for a pack:lJ.:c ~ccJ offer. All annou nCClllCn(S fC:lt u r i n,L: the offer II ere made on Farm Departmen t prog:rarns d Urin,!.: Fchrunr),. 19·.. 9. No other pn)l1lOl iol1 II as used . Such J,.:c;uifyin).: responsc is pow('r ful c\"idcncc of the lar,l:c and faithful K VOO Farm p ro~rall1 audience. E:lch kner r{'Cc iH~d i.\ proof Ih:lI OUf lis (cncr~ know ,/II) offer 111 :1.dc hy K VOO L ~ a .1:'00(/ "fft-r. I'ro,graOlmin,g such as the KVOO Farm DCP:1rlrllCIH offers III the m oney"' LUlllen ;Jnd ranchmcn in the SOUtll\ICSt, wi ll par lOll hi,g divi{icnds. IOO! For ilion.' fans 011 ol1e of t he South \\('5(\ ()ldc ~t and hc~( known rad io farm departments sec your nearest Fdwanl Petr), ,'\: Co, office or phone. \\ ire or writt K \'00. R ADI O STATION KVOO " SPONSOR !O 11 .\ f IIJ·IIJ NCII; "",I,·c"c,V New National Selective Business •SPONSOR PR ODUCT AGENCY STATIONS CAMPAIGN. start. duration 'ann,d hum· II 1'. 0.' ... fl"n In,I,f' .. ",,10, bru~.: .10.1 Dr AUK ,lal1; I, .. r~ .. " (". \. 1 (T~'I r""'p~'Ir" "bn" .. d 13 "k. ,,,' ",,,j'" ,.kh. II. II .. " , lJ.1··:-lI"".\.1 3.~' I,,, ,PO'"', pari": Ju .. 6: IJ .. ~, {hu",,,litiN_1 ,"u,""~1 1<.' ''''''''"'K'': '''''i"r ",k!» :-l,h.,."",,,...... ,Ib,o' ",k"l 1':.1. "'''''' br'dh: J"n.: .;2 "k' :-l",,, (I 10'.1 h ..,,.f· ';."•• a l .1.,,,1,,,. ~ 1',1", 1 0""K .\. Uuh;,~", :;.G' """'" b,,-.k'; Jun 5: , .. k. ,or f 'Q '" (.\n'~" ni,) , ..... I.) 'Sun"",, r3"'p.'~", \I.. ",n~u .",a",1 and ,,,,,',n,,. 11",0. fall) Ih., 'ra' rl 1I.~u,~ .. ,,' ,\. J' "I'''''. b.nk,; nrl,· JU" ,I"" ,0.,,,. lI"h"o;,n ,0".) ("''''''''~' um">,,.,-,,. ~b, " ... ; 13 .. k. 2" nail in .11 majo. ".khl K'n!"" ~ I .• ~ha. d' In ~f' ",,,,,. l"dJ.,,·o'" ,,, k,d .ho"'H Ju," I"". I.) (/_",,,,.d ... 11 uon".;~n. G '0 Jul I; 13 "k. no", ... ,"~,.) SS\".I,1t ,"".\0) I"d ~r' 1:_1_ ,,,,,,", hrr~h; Jun 6: 13 ,,~. (Su,.,n .. u",,,.i~n; ,uj", mkh) T«II ( .... ;n~l. fI, ..""" Ind~r' S""", Jun I: 13,,10;. r.,lucH) '''''.1.) ,T•.• , umpa".-n: Fa.tr,n n.kto) Wu,hum"101 Alflrd F. T"kM Ind.f' """'" pa.".: J"n 6: ,3 ,,~. ' New and Renewed Telev ision {Network and Selective} SPONSOR AGENCY NET OR STATIONS PROGRAM, time, start, duration A II;.' d F<>"d I nd".I.;•• I. ...·.n \\'1I/.·T\·, Uo"'," "I,M, .",1 to .... "",,,,,.; Jun. IU: '3 ..·k. I.) A", ..;",,, Tu .. a .... C" ..... W. A, .. WIU;I! .',1", "",,"'"'-" )10,- 10: ,1 "h "I ';,10 .. ".,1.1,., .... " lI,u·raln -'1ft "" HlW.\.I' \nms. ltulf.l .. I'arad ... I,]a 1>1; II.d 1O. , ~, IS P'M; ,Iun • • ; 13 "k. In) I "" ,n ., ,,.~) U.",,,. \'·"Id. f" TaHh.. \\"11"11. n,;. 1',"" "m,>: ~I ••· ,~: 51 >lk, (nl 111 .10 Ih." ;n~ t ·u ( h"I'l··( "n",,1 "SIlIL 11',.",.",<1 . ·i ln> "~,,, I >: Jun. I: U "k, (n) ""rd~" t·u 'o,, " ~ .\. lIuble"", W .... IIT. :-i.'. 1',1", .,,",.: Jul,- IU; ~Z "b (") U",,·n•• n Gu,n (." 1I''''k W:-inT, ..... \. I"hn .,""<: J"". I ~. 22 ...... , (n) lito .. " ~ Willi,,,,,,,," IIM~ < \\"'\IIIl, :-i.Y. 1'1"1.~ anrl I", an",,,,'.: J .. I,· I; ~2 "k> ,n) T"hauo ('0." (K,,,,1>1 \lu""" W""h ,'" til... ,' W:-ill\\" Wa,h. ,",I", 'I''''': )I.y 2"; II "k. (nl lI,u!!"un, Ttl•• ,.;"n n,I.. . WAIIIl, S.I. ("ahalrnd ... f "''"'" 9·IU p''': Jun. I: U 10k, Inl 1',,,du,l,u ... "aI E,,.., !;'a"d.rd 1),1 (·0 II> "lo, Ik·I' ,ai' W AIIII ...... ,'. "TlIs-n-. :-.1. WIII;U, Srh'"~'I"d,., :-i.L Fu"'".r n.a;n (orp Lr .. in W:\I!T, ..... \. ~'oJ", ann ..",,: Jun. I:,; 2 10k. ,,,I G,n... 1 .'""d. In, lion',," ,t 11",,1 .. WIIIS·T\', .... ,. 'tan'a: Fti ~.',J" "n'; Jun .. 17; 52 .. ~. 'nl (l'a,,,.11 11,,0. •• ' ·ufl"ul (;."... 1 T;mo UIIIlKtJ W I'T/.. ,'h;J •. .·il,,, '1''''': )")' 30: 13 .. k. (n) """",,.. ,,', 'ur" I:"rn!yu, Tir. ~ \'"un~ s.: !tul';'am \\,UI.:II, ("hi. Film .".. 1.: 110, 11; 2G >It.., III Itubb .. (·0 .\101''''0'' ,\; W:\IIT. :-i.Y. .-.Ion ".,,"0; J"n, 3~; I "h (n) lIobb",. In. ".11" .. ay Itodu .. ,,~ W. I •• It .. h.". W I' I X. "'.Y. 11"11,.,,,,,,<1 I n :-i." 1·"'''': ,.;", 7·1,\5 1'''': \la. 21: 13 " .... (nl I'lan In, 1' ..,0.0' 'Iill. T .. ,~ •• WI'TZ. I'h;'a. f'iI", ",,,,h; '1.,- 25; 13 .. k. In) 1'.... I'aul Int 1'lal'·.·",Io... wsnl.:, n.,.•. .·"n, ." .. ,.: .\Ia. 2~: IJ ..·k. II,. Williq. (hi. I',,,,,, .. S~ .... , ,II, , " wSnT. S. \. ~',h" <""h: Jun, .;. 2b .. k, (r) ( 1'"lar"',1 T" I'n.". WIlZ.T\", II.. """ 1.-.1,,, '1''''': Jun~ ,:;, ZG "k. Inl I'"",.. & I;"",M. U''''''" J. 11",,1 .. W:-inT, S.Y. I'll", ann'''',: Ju,,~ ">; .;Z .. k, UtI (I'a.i"".) lI.uhfn II. 11""".11'1' :-i. W. An. Wllllq, {·hi. (·e,,, It"" ... n At' .\10,.1 "·,ork. WSIIT. "".1. I'Um """,: July I: U .. k. Ir) ''') IlIllhl. (·h,. W:-IIW, Whh. "HZ·T\".II",lon l"nh," 11' .11 I'."H II ,~.~ rlBn,I·" ,·ua " I 1\ SliT, :-i.L W"'HI.:. ( '1•• ,. I It""l· I'.rki"or ( .... W. J.rr ..y. WSUII, 'I·p... ,od r,"ft '."'" Jun. I: ,,: .. ~, 'nl \.,,~, I:. Son n),,~ r.. udl "1., .. " IISIlT, S.\'. him ,.,0": Ju". 15: :,2 "k. ~"} Wild."", In. IIIm.';o W:\IIT, :-i.I·. r,I,~ ""',,: \'al;"u, "3<1;nl( d,,.., f,,,,n JU"' 1·1:;: ,.~ .. k· 'nl {lIai, Toni,} WI'TZ "hib. ""nit'. S.L Wfll';.T'·, :-i.Y . • ,,. IIf'.\:I ; SS"": ,\ ' "". ""d ",'11""'1·,1 UII ,' ·'·,II·U,·I; ...... · 'If''' ... '"' ,·,·,·... ,,,,,,,·1 " 'If"' ~/ "'''' .\ ' fit i ,HH,I ""tUUl j' u S I ."';f,I"s ' ~.""f · " Ii ,.,. "Ilfl "~/ " "" .\',. " .. , ~/"" I' U ., 1'1''';'' IIIH' U I ." Advertising Agen(y Personnel Changes NAME FORMER AFFILIATION NEW AFFILIATION ''''fI']' II. n.M. I.""" 1.;. I""." ..... I .. 'II ("'" :-.• \' . ...d ,n, TI ,.. ~. \. L H~"~' Fr," J .. "I .. ". I.. ~ .••«, •• u J "hn II. I I'" . ~ .. ". I .. A., ."\ h'l" Fd~", .\. U"""m] \lA' rodd, "''''Ide" ••. n. I. At1hu. F. II"". II. Il".' ''''' .,,' H" II. H~, Hell J. A.h ..·. T.". lI.ulr h ,d ...... u •• "." .. d L B Station Representation Changes STATION AFFILI ATION NEW NATIONAL REPRE SENTATIVE , hili .. lIalan< II"', l "d.".nM .. , .I" .. "h A. II ... ~." ... ,\ ...... \n." .. ",I" 11 .. "" 1,,,1,,.. ,,41.,,, 1It1" 11",,~h ...... IlO' .. 11",,1,1« t' .. Ioo. 1",1.,,,,,.1.. ,, II"" n,,"ah,,~ "lilT. O~lah"",a "" <)k'~, I"~., .. ,,d.,,' H ••li" It"""~"'A';''' I,' "I. ~, , ."n",· 1' .. 1... I "".,,,,,~.,,, II .. " II .. ""h". """1. I'".h]., I .. I". li n,., II"" 1I"".,h". "1"". ",;",~ I .. " •• ,,,,, I "I ... I"d<,,,,,,,,'''' rotl" " ""~I,,,. "111'. '"'''''''' 'I .. ,. AI" II,," """.,h ... h',.\h, ':.Uu" S. II. \Ill II,," II ,,"~h ... 10.'.1 II. 'I"",ut, 'I .. ",. 1 11" II"" ",,".,h •• "" IT. 111""1"""'"'' .... " ,Ill' II"" 1I""ah". hili I ",,' .. ".hlulf ".~. , B:< II"" 1I ",,~h". ,,"'1 I. 1(.",,01 '", ~ .... • '1\." II"n IInn.,h". IIUII. Ila"lm. II ... . -I "' II"" 1I"".h". "Itill'. '"I" •• d., "1""'._ ' .. I .. 1,,,lrp .. ,,M,,' II,," II"".,h", 1, ... 1\ "'. Iln.... 11 '. \1 1,,,1,, ...,,1.,,1 II"" II,,"oh,.. hlf(( ';a" .. I. ~. \I. ,IU' II"" " n"~h, .. 1111". ',"r" 11> ... ,1111 II"" CI"RAh". 1,1'" ,.,.,·1 ... 1 .. 1". I",I."""I.II[ II"" 1I ,,"~h ... "'1111, 10." .. ,,,11, ,.."". ,\II' I ",II,"~ II 111\ "," ,. \. 1 II" Il ~ ·T.I. In' ""h"l. """u,h II .1 , ..... Il ••. ~" ,. II. I •. , II'" W .. d ""1.11. Ilu"",,~Io',, II. I h, ~III~ Tu" .. 1 Itod", \\11111. T"Io 11.4· 66.1 84.9 94.3 93.9 98.5 93.1 , 83.2 48.0 15.9 4('.2 90.6 98.3 8 0.6 100.0 91.0 ••. , 25.9 28.3 80. 93.2 7• . 55'.. 8' 0 94.' .'.0 .,, ., 2.0 3Z.8 85.1 81.5 81.2 4.Z 15 .4 11 .4 75.0 4.0 2 8.9 6 8.382,S 95.3 95.& 100.0 97.3 100.0 Ni;.::ht ;111.1 .1 1IY. \\' 11 0 is tlw 1110,.1 " lili' ~:, Th ~ I ~ " l o~ ' . lI . diD "~d ir nr r :0; "".,. i. ~ "",,,,," rD. r .r.,. .d.. "i .;".. , ,0'", Dr ",~.b,in .... ~ n .. 10" i . in,,,· It' lw II ·I, ,'· ,, 1;l linll ill 1" ,", 01 . Tht! 19 ·IR Inw:1 . ... d II. Ihr 10 ..' . u lh,p"""lial, Th. I' " ~: dni"n ,. ' h ~ ",~"t ",h "nn ... 1 .. "d1' "r radio Ha d ill A "dit'IWI! S un.!}' . gi, ~~ ··li",It' llcd-lu. h. , ~" " ,~ h al",. in ID ...... ~,.. r"n...... ~d hI' II r, ~.. 1_ "'"a ft 0/ W i.hi,a I:n;,.,.;,1' a ,," hi ••ta n . ,. ha,.d nn 111 11:< ' " ji ;,:: ur .." fu r "lIt.,h !If IlIlO"" "!,, 99 ,'fHlII p .....n • • ;nt... · ;...... / 'J,~ZI I ....· • hm,J •••••d.nt;fi.aIl1 ",I«,.d tru m ,h. til,., , .... " . , ill •• , a nd I.rm nd"'n.. , l it ·~. 11'110 I! (' I !! 1111' ' Iig/u'!l l "ilf!.l/illlt, A...... , .. ,h •••1 .'. ,,,I.. ,,,.;nl a nd ....,,,," p ••• rll/i,,/! i ll 70 IIf " If'Sf' (' /IIlI l/i l ·.~ . ,III' .~e(' n ll tl· I ...... W IIU " -Ill .....lI r .."d a '''''J' lOr tho n t· " ...... 1 t .. a n,.on. "' ..... I. d ,n ,II, I " ....adi" ~ ud .. n .. and i ,. I. il!l w sI ill 1", II, in/. /. ilf'u·.<1 ill 8. Ii ... nh,. II,.h,b. U .. ~ I;nu- ligll rt·" " f ,'u u r,"", f .. II ,,\. II.,· ":tllII' ~ '· ' It ' r .. 1 l'aU I"-u , 0"'11 ;"" Im"'I. \,' 11 01'>('111",',, ;1 ... ·Iu:lrk .. hl.· ·· I·I" .~ · · - I I : I " :1 t l : I ~ · ti ll1 c IB I II ;lIltli" II('" ill WIHIO I."H) fltldilill/If,1 f ' III1 ,,' if' ,~ ill H ,dlll f',~ :nul IHlIII' ~" ' :U ' ''' ' H Il Ilt I mail f r HIlI lil'h'lH'r" ill + fo,. Iowa PLUS + ,16 ,.. lalt'I', De~ Moines ••• 50,0 00 Watts Tit il' H\ ".". 111'1111 i 11 ;: li"k lH'r-:l,',','pl;l Il "" e,, 10 H. J, 1'"1,,,,· .. , l'r".;,I"1I1 i" "roof of \\'110 "1' ill "' p ir,',' allli p u h li," ~.' I'. ,\ , I . ,, ~ 1' 1. H",j, I" "1 ,\1 " " :1:;:"''' I'I,iritt,,, "rUI;I'III11 I11;II 1;. ,\ "k II ,~ or 1.'1'"" S I-'IIE I·: .'i. 1' J-:TEIt:;, 1;\1":, 1'1'1 " 1'" for :.1 1 IIII' fllt' l", .Sz :.;,,';'''';. 1 H" I ' r"~ I' ,, ' al i, l'~ 20 JUNE I'W~ 19 ORTH CAROLINA IS TH E SOUTH'S NUMBER ONE STATE N. c. !' A ORTH CAROLINA'S SALESMAN IS ! \, ~( 50,000 WATTS 680K C RALEIGH, N. c. FREE & PETERS, INC. NBC AFFILIATE NATIONAL R.EPRESENTATIVE SPONSOR IDENTIFICATION CHANGES IN FOUR PROGRA MS ON NE ',WORKS DURIN G I2.MONTH PERIOD, FEBR UARY 1'l4a·FEBRU ARY 1'14'1 11:!,!I'·r"lI'·'/ I'~o;:raltl~ ' ·.IIl , ' III" nOllUlIt'I,·lal \\,,-h"l1l- PART ONE ..if Ihl'ir _l'uJl~"r ull'nlifi,,1 HOlV'Syour li",,_ ,If(' I",\. Thl" filII _Iill f>t, ,.a~ll· " ul' lIilll hj~h -p"II-nr j,II'llllfi,·ali'ln·. hul 1111"]1' all' ""I11I' .. rall\d~ fl'" pro.· ;,!rall1. I\ILII 111.,:11 ~r,. Ih .. 1 f"iI I" pr,,· ,1m'" r.. r alll l'lli-('r· lI_in ~ lh,'III. ~r. ,Iou'l Il",·".. arih IlIt"IIl "'1'· hi::l ••,11('", imp;lI'!. 1>111 : il1 h"11 lOr .1 sponsor identification ~ I,r llrr ill,I.", _poll·or ,,1('1I1Ifl(' 20 JUNE 1949 21 CII('C ill I{'!.-"hollt' I IOl1W~ ill ~6 ci l ie~ I,{'re :lLlc 10 idclIlify eil her Ihe ~pnl\ . ~"r o r Ihc proliliel tl( ln' rl i~" ,1. T he r(,:I~,)I\, flJr it, higll 1'~ t ll t C. hil~ cd upon :I formula 1111 ('''1('1(',1 hv Larn Ded.ill· per fo r the Bioll [omi,anl" ,; re mult i· I'll.'. /)r. 1.0, h;'l' b.. el1 ('II III\' air fo r len ~l'ar~. Thc long,'r a l'r"f!nllll i~ "11 11,1' air. 1111' II igl1l'r tlH' nTof!nilioll "f Ih ... ;I,herli,.er ],~ 1;,1t·1I('J"~. D('('l..illgTT 1 Rodio Theotre li gule,. 111" 0 puil1l, per 20 11I oulh,. of , ·,, 1I~('('111;1 (' ].r":I,f, " '~1 il1~. /Jr. I.Q. c"" l iIlU,,"~I~ Il.-i.·~ 111 l" naille of lhl' Fibber McGee -pOl1,."r allli il~ pro , l tt L"l~ all Ihrough 2 & Molly lhe l,r"",]'-a,1. TIll' J) ('el..ing('r forl1lula il!OI;"alc~ thill a 1'1"";:'Tal1l', idellt ifiea· li"11 " ith il~ " P'>ll~,.r im·rea.e, filt'·and· 3 Wolter Winchell ;I· ltalf )I"illl" for "\'er~ kn prndU('l mcnlion,. 111I,.ill~ a ,illgl!' ai rillg. AI~I). rli~lribll l i"1I ,.f I'I"<'IIII CI IIICl1li"'I: Ihr"u1! h .. uI a I'I""gr • Pe.~ant8qa af 011 hama. thol heo. ~ f"aq,om ond ,~<:aqn'.c it> 'pon,o. fre'I'It'lllh i.· tilt' IlIlInl ... r "lie r 22 SPONSOR '!"T"" If'''·· rfulif, "/H"... UH' idf'"Ii{if'"Ii"" ,',"' .. IlfHIIH"'f,Ii"" ,,,, Feb,u.. ry, I'Hq-{l l> d ty , .. "dom lelepho~e home s.. mple) Spon«o' PrO 1. Dr. I. Q. 86,7 1. Walter Winchell 28,1 2. Radio Theatre 86.3 2. Fibber McGee & Molly 26.6 3. Bob H awk 80.9 3. Radio Theatre 25.1 4. Godfrey's Talent Scouh 80.2 4. Jack Benny 25.0 5. Fibber McGee & Molly 78.1 5. Bob Hope 21.0 &. Double or Nothing 73.4 101 &. Godfrey'~ Talent Scouts 20.8 7. Tele phone Hour 73.2 7. Duffy's Tavern 19.7 8. Give & Take 73.1 101 8. My Friend Irma 19.6 9. Grand Slam 72.7 ( 0) 9. Amos 'n' Andy 18 .9 ) O. W elcome Tf dvelers 72.1 101 ) O. Stop the Music 18.8 (0) Ooytime p'oq'O'" prugram "II lilt' air. Tlml all a ,l d~ up I,) mn,,1 rc,,('a rch a ull lII rili e~ Ihal 111(' 1Il,',lia. An'''nl ing: I" ! )I'C]..illf l·r. "the 10 101' t'olHlIll'n 'ia1 itn l'ael. For Fd ll'u, morc lilll(' that i", a\'aibhlc ill whi ch HI"fI' Ihat is "lll'lll "II a pro,lucl ill a ry B(" ,'l' r lO r 1.11,1" H(l i/in 1'llI'fl/('r Ii,,· 10 1>1 ,l('c ~ '"lII l1rr('iak thc higlll'l' the ntllt'r 1II('lli ,l. Ih, ' !,..II!'I" tIl!' ~I)I'Il~"r 1(> 11 (> 1':. w(' r(> ahk In \f'11 Il n"pcr 1,·1", " 1"'11"" .. i,I('llli(j"aliou "llOul(1 ill'. i,\cnli fu'ati vll all a(\I"rti~,'J' I C(,{' jl" ~ I,I IO II C chcckc r.,; Illa l I.ux lor 1." I,'r T o h;l!'I'(J cOIlIUlc rcial" ap]JI'(lr In for his (li r ,1" lla r." CallH'l,. " I' (' I III~ a 11f<,lhcr,,) "1"m""rt'llllw "r"p.raill. The achi"l" 1.1 1110]'(' p"illt ~ liiall tI,(, ,w,'r, l! ('m('II .lnll ~ 1IlI,I:':!'t ill all lIll'.lia, It~ faci Ilwl program i", a ire(1 for au hour a~(', 'I hal I':I, l'l:I ill" ill J! ~t Tfl/' I"" ~~ 1'".. )". T" ."4IU,,,.,,,or if/f'"lifif ~ IIIi,,,, '·S .. ., p.. )'.. Tf·lf·r",i""."4 Feb,\lftfy. lq~q -(T V telepho,e home s~mplel S pO~$o' R.. ~ ~ Progr .. m IdeMificel;on R ft~ k P'og'om r"I"'al,nq. l. Te xClc o Star Theatre 94 l. Texdco Stdr Theatre 76,6 2. Arthur Godfrey's Talent S<;o uh 94 2. Arthur Godfrey's Tdlent Scouts 56.1 3. Arthur Godfrey & His Friends 91 3. BroCldw~y Revue'" 50.6 4. Broadway Revue 90 4. Toast of the Town 48.0 5. Kraft TV Theatre 90 5. Arthur G odfrey & H is Friends 4&.& &. Philco TV Playhouse 90 &. Break the Bdnk 34.7 7. Bigelo":" Show 8& 7. Your Show Time 32.5 8. Amdtcur Hour 85 8. We, the Pcople 32,2 9. Br eak the Bank 84 9. Arrow Show 32.1 ) O. The Gulf Show 84 10. Colgdtc Theatre 30.2 . T~e 6'oodwey Rovue w.. ~ brOlldcllst o~ WA60 ondWN6T, r "(1 r~tinq is the co",bined ft~d:e~ce to both ~~II~ne" 20 JUNE 1949 23 ;.:ralll ~ ·. 111 t" 'lll iulI" 1)11 lilt' 1",;11 ;111 , \1 "11' all,1 Ilio n', hOI,l'I " r. 'I \l'~ a rt' lot'inl! 1f'l'la",',1 "i,h ~ ,'~~ioll~ I hat. li k,' "'JII,I, /)ood) III '1'\ , d" 1I1l ' ' :I lk ,1""11 II. half'pinl-, I {, lf li,,'~ 111'1\1',., p r"rram "I'" , ,1 rUII Ihe f!:amu, :111, 1 \'<0IIl<' Ilnuut-!h ;1 .1I<'l"'~~ i~ Illo' kid ,Ii-k j".. k l'~, It',. diAit'llh 10 I'UI .hl' ':l r "flr-' " "II ;1111 "f ,Iw l"Ulir-II'f~ "h" hal(' -al I",j.. r(' ,uru· la!.I,>_ ;11101 1;1 11.. ('11. \\'OB dailll~ a "flr-'" f .. , il. NO/Jill 1/0';:'(111 S/'m., "hi.,11 I;rll f"r a l' ,,"~ill,'m h lt, I't'rio.1 dllr illr. I~I: : 1>11 "11 1101,1\ IIwrnil1 t! - al :::,10 ,m.! la"'r OI l 10:,1.• ·11 iI,m, ~ i \, 1,'a l·"ld ll"j,ill "a,. l i~ I ",] a ~ 011(' of ,Ill' fir ,. , I ,. 1'II';rl I' rnt-! r a lll ~ in \ ,'11' York I "'" ·h" r, 1I nfl,' r ~ l lI' hil ,I... a Ir. :-, h ,:~ lUO IUlIr l'1' l'roa,I.'a,. ,il1t-! nn WO l! , IIll' lrn (',,11I11.- fl';11 1_ 01 1'" all " ' i T , II,' 1I 00 , i" I1 , Th,· hl" ,,.1 i- H l" ~ ~ t\ illt-!, ,1:l Ui!hl(' 1 " f C" Il'" " iIIi-!. IJI'I»,!:r;1I1l ,lil l'l'I'H .. f wrOl', 11,,"1"11. B"b~ lHilld l ,·~ a IllIlI" lr 1011;.:,'r ~(' .. ioll ,l wll m".1 "f til<' di_k j .. d. , ·~~ "IHl hOI Ii' I" ·i. "" 1,Iw IlI' Io"" k· I .. ,'11(' "I' ,Ii ·]" ~. :-1... halllll(' III.' 1' 1"rram a,.. Ihou;.:h il 1\I'rl' II\(, half · h"II1~. (rum ~ I" 10 a.m, :-- hr t·:lII,. h" .. h""r I,t'''~ ",11,' FilII . •11)11 ,.111' ,I .. ,·•. IW"au-,' ~h l' f,,, ' I ~ Il ml :-' ulI, lal- 1Il1l~ 1 h ,1I1' l' r al t ·"~' ~ 1 1l' 1'1111- ";11,11 .,>~, ~i'llI \, ilh ,I I'r,III' r Ollt' of III'r "1111- .11111 ~"IHI . hef l i~h'tlt' r ~ "IT ,,, dmr..!!. I'Ih ' 11'01 ' ''11 ,1)(' h:l. 1'lalllll'l] IWI pr,,· )tralll a~ II'" h alf· h (l ll" ~ i .~ a 1'l'i it-!iIHh '"l1', ,II,.". :-'1 1(' f('l'l.~ .Iwl illt' fi r~ 1 ~r(lU p " f li- ' l'lI l't' ~ ~Ia rl ~ f" r ('hu fI'h n il Iht> half·hour. ;r lll i Ih a\ I h (" ,.(', "n.1 h:!,. fl'· I m 'I II,.1 Ir ll1l1l' frnm "url i.'r ~ eni ( · ,,~. Olle ... ·a~"11 I, h l il', 1'",..-ill l,' I" hit" , a , I i~ ].. ·i'''' ]..( '~ ~, '~ _i "11 for lilt, 1"lI l1 jt· " "1'"' i_ I ... nl ll-e I "da~ 11 11' 11 "_ a '\I,,,lI h .or "" '"nl,',] 1I11l. Il '. IIU I..... 1I rill II ... ~. an,1 ~I " r i ..._ "-I""';alll ]lft '-~l' . 1 fill IiiI' ill~I·"HI.of.']ia l'('r"' Ira.le. \\ ' h("l"l'l~ a llobill,spin that disk 'l'al it)!" a ,Ii,].. i"'.. ].. el Ii]..., 1I I'I_~ t\ il1~ lI"ultl h,III' fUll un' uf \ I i~k_ , ,1 pl a~ i ll a I,'n f"11 'I"'· ].. ~. I ... bl 11 11' '''' ,U I' Ii" ,'will 1 },, " r ~ , lIl d_ of r""tlnlin~. " hi,,}, al,' 11,,1 "lIh "IlIl'rI :lilliu/! for Ill(' IU I III;.:-~,.'r,. , 1'11 1 I, hidr ;r l-" hall' lit(" "1'1'1',,'011 "f !Ill" 1''1'.\ ',. mil l ",Ju('alnr ~"' "I' r a il l. \\'110'11 Il lI'J" 01 1" 1'](, 111 \ IIf It" ~ ditii"uh I" t r.w.' til<' .h,,'I-I';HlI.·;ltlll·"lIrl ••,' 1. ' ) h"1 .Ii., 0" , I i~]"~ I" -1' 111 . il·. 1,,;:i";11 II r,1l litl'l" 1111\ ill).! ,,11,·, I .. f II", !I ,I'T ." ,'ro-.I 11i;,1 IIII' 1o.1 ~ l'r \\ll h , I... UI'\H' ·I, IIill I", ;r ~" I id Im'I,'a-.' III ju,, ' kl'~~ ... ":.\ ",II · •• ld ;1' ... ;!t"I1I" '11,al mill ."ItIl'.iIlH" l ilt' 1110.1 "'1"'11,11", ~]lill IIlt'lIl. O ];,,\._\ " ;II t-!'- apl','ar ... WPIT (P;II:bur," b u.',. 'luven il. dil ~ iod.y inlo high .chool conlul .nd ,old RCA d is h KSAN ,.11. Hollum B.. . d .n d .'d, Camp Fi •• 9;.1. test- til be sllccess 4·Ollllu.·r4"i.a1 shu,,' l:i'·",Il,·h 1101' IlHul,· S//s· 'll1;.lila.i,(' N"·"" .] '],~ ·~e " ,,", 1 rClld ill1l lhcil 11\'\\ ~lI. l :lj",' r \loul'! foll'I\\". /"',,-"'. T I}O' lu'"kh hair· I.. SII.'I"·/I.,,, l,r"a,Io-",I~ ha ~ rpIl'all',1 T I". ... · "i'rc ~I'\I'ral Ihil1 g~ Ihal 11 ad 10 1" ,ul tII\~ I '·I'.1 _1 .. 11" lIil11 il- -In·~~ on lIlt' . hlll' .., lri;,:h~l'0l~ all,] 1 ,"'~p"l-. ;I~ I'l' d' · I ~"-'lI i ' I( ,. 1 I,.·for.' Ill(' "eri('~ wa$ d.1I I.. p'II'hul,,;:i"al 1110 ,,01 all,l il~ .-!I"\ ·IIf!:. h. ,,11.1 I" ·,, kl ll'~~t'·. ··!.itt],. ,\tI· IIIUI' Ii 0 101 1' 1". .\ f'l'tlnlill;d Y.:I f.,w II1 0a.l· I·r;IIH'·,II"I-I>(III;.IIII"·111 11I""U'" I)a~ II;'," I,a- al"" 11'\1·,,1,·,]. ,I~ a ·"I1 I1',.],a l ('a'l~ afl"1 II,,' .].·hul , II ... prog ram \11 ' ~ IlI"'1I ,1"ld"I"''] :11 ,,1 IIUlll1l,',] <1" "'ITt'· ,·"II, i"!!1'1I1 fad"r in Ill1' fi .. dill ;':~, II ... 1'1I 1 Ihrough lilt' IWC( '~ o( lhe I'roJ.!ra ltl fllll~ a~ :, I,ll" "n ili,1. ,'II.'I"'u.,,· k,. Ita.;f' _II('I "'~" ""Crt'l.. of ~ l'ill'··lill ~ l ing: ,\III1] I7.(: r to ~I'(' IIha. ".,ul(1 "011 11' 1I1'. 1""'11 I,al, 111'01 .",·r. '''\ I~,.illwll'''lllIilh. "ir drama. in !;t'Il<'r:t1. H. ,; ... ,i"" ,,, lh,' hr"ild.. a~t ).!"ll1' rilll ~ all,1 ,-all·fllih l.uil1 i" ,1 ,·"IIa]'"rali.,,, I:' l'ulIill;': illio lId"i.1 I'n.t'li,·" "a~ ~I i ).!ht l ~ I,l']"" :1I"I:I)!l', T II(, "I'ripl. 1",1"'·"11 III<" ( 11:-0 1' 1";':1',1111 11 "1>:11'1111<'11 ' 11", " Lilli,' \""ip" fill.lill;':~ "Il Sus· all :lI'l i"" 1111 il ll 'r "lIlill,>.] II ill ) 011 alld illI" CI :.-i H, .... ,·,,', Ii 111 'l'allllll'lI' " ll'r /"'".\1'. l'it. II<' I' lh,lll IW;lIg (,'"1 ,, '11 ' tIl 1/"/.,, A n ('( Will, /)<'III"? h"I(1 III" ~;,,,-,, .)115/"'11.,/· i"ill,·,III ... Illl,k" of II.,], n·l~ "II \111' illl lli.i\(, lltinki" !! "f II,.. i,,"'n'-l of III<' Ii.klwr pand. ],11' r,,,Ii,, tllIill"I_ ill 1I1id·J III II' "f IYI2. 1",,,llIq'r~ . ./ir'·I' I"r •. IIriler" HI to .... ~", ,'nol t1lil1 l!~ tlll'lH'd lip ill 1111' rllldil1g .• "1"1", l'a~"jf I,.,. '·"'1"· '" ~ 1 ,·:" l i h , all,1 "1;!/'II"~II"'1I illloll.',!. Cl::-; h;I' lhal '\1'1'· I" (O rlll II ... 1..1'1" glli,I, ' fo r Ill< i" .,-ill;': ralill;':' ,,,,,I 1",wl!'"1 _•. " ... ,~, III,ih fur il- lill" ,tll' ,,( ·'h"u .•• ··huih·· .";".'111'''.\1' Iha. i~ .•Iill ],I'; ug 1I~,·( 1 . IIlIlil 111<' (·Il:-- ,,1\-11'1'\ 1':II \..a ;.:,· """ ~h,,\\~ "III' "f I Ill' tll"'1 ' · "II,.i~ll'lItl~ F,'I "n,' t1rillg:. lIlt, progralll'" " 1'1'11· -lall,l· -"I"lIti , ill Il oolwr I I-I·:~I \ I ; . ~ Ili ~h·I" :tl<',] 1"" l! r"t1l~ ill 1(11 1;01. 1\1 III<' illg, \\a~ 1"" ililoll .,, 1. \1 )~ l r r y pr,,· B"l u, l" I all,1 i_ ~"\"I"I .",.. ·11"_ al .. 'a,1 ":IIIit' lilill" EII', ·lril' \11 1,,·1.;1., Iw,. I U.'~·1I l!l"all1~. 1111' filldill g.<- ~ 1 ""I"'1. 11:1\·., 10 " f ,,1 1" '1 l,i:,dl.':I,,',1 111\-11"11 1"" ;;. 111111- ,, 1>1 .. III ,,, Iapl " Lilli., \lIui .. " fin,li ng. ~1 26 SPONSOR .)1/$1'0'115(, alli l I" ("rill a Bui.lr for ill I,hid, Ihe major ,wl i"l1 \If tl1l' plut difl,,'ult to "f{"'h" n'fn",th "11 .1 "iel,· ~ill!i la r ' 1I)~I\'r~ ,,1.01'" 011 en:;. II "lark,1. ralht'r IIIan '1I.,k illj,: j,:"IIl'rul 1'''II"nlllla, lIlIl.,,, lilt' l:i,lIo,' lIa· "a" di""nl('Ti'il 1I ... t ehntlfing II ... r"'lIark" altulII till' Ioa,·lj,:rolllld for il. ,Irallil ill krill- of a "'I,,-'c'ili,' 1""'lIi" ,!. muod ill Iht' "arJ~ part nf Ihe pr"frlllll audi"II('(' iukrc"t 'l1;aill .lroPllt'd, III \1""" all. Ilw 1''',11'1 n '; ,di i'U~ ~11I"" ~ i.(' .. hn'alillj,: fur n c·"tIIllU'H'ial l h." I'r.wlil'al h'flll", tlw ~\'''"t' ,.d .Iurillj,: 1"1." ~ I.,r ~ Iof II", _'iIl'IH'IIM'·I \j'" I"I~ I,. fo r(' till' ba"ii' 1It\~kn ,w,,,.1 Imill'('('11 lilt' "nil't (jf Will 1(>1/ 1/111, 0' A /II'/ 1''''\.' (1IIi, lit I .. 1'~I"t.li~I, a IlI'nt ilL .'~lah l i~ l lf'il If'h ;1.f' ii'IP'lO'l' n,ld an,1 I/'i/h IJr(l/h ? "a~ r"~1 of all a !!"IIP1'al a.- li,," \' itll \,IIO,m Ihl' au,lil",IO" (-;tU ""lit of l('~" "ilh lit!' ~IIOI", J \I ~o. il cI".Pril'li,," of Lol1t'~ I~laud, tlwlI a idN' l if~ 1"",If. 1:-",,1' " I ..-'ra~ ti" II.i~_ \,a~ (.. l1tHl thai tll(' "",'lI iIlS" of lit ... ,.j ...... , ir.l'. j"leT ,1\'''''1'll't;oll of 0111' "f ahlwl1l,!1t ,,\er " 'UlIt'I. "I ••r l" .,'\tl',"Io,.1 .. Iury "a. impnrlatll. nml if Ih,' liar, Ihi' amU:-CII!{'1I1 hOIl·.'· 1"1'1'(', Till' 1(', IIl'ri",1 "r Ii" .. ,. II i- ,'11" "f thf' Ill'li'" m inT .Iid,,'t illl1l1t'i l iatf'l~ ~d Ilt r "''('I1l' :lelioll,. •• f thc pand ·1101" ',1 tl,al it "ll' ( /'If'(I~r ///11/ / .. Im~1' (,II .''',Ii.·If.·.· '·'·,H·li.,II __ II --'''''' '''1''''''''''-- ... .., . •. " U.·'u·,.. """ W hen C8S fonl inl .oduud "Su,penle" il w., • 1.. I_grO""ng .,Iion,pad.d my,~ety meloar.me. In ~he ford audience .• n.ly.er te. t, one of th, lua. wu lul,y Woodl, lop nOn_n,m e redio .clten A"IIi"II,'" ""''''Ii"" __ II --S"sl"'''.",·'' ,.. ,.,.,." ~".," ·S ,",,.,. " " ,., ..~ Of VSIlM' ".c:',0t>' When Ihe . ur~ ey (Iefl) .... m.de, "Su.penle" w •• • menl.1 my.lery wilh Hollywood n.me\ pl.yin1 'h, luding roles. II w •• Id. lupino (.bo •• who held her r.dio "udien" .u'penle.bound , when 'he ...dience re.ded .. indict led (left! 0 ••••• L • /" • BUD BALDWIN DROPS A BEAN FOR EACH GALLAHER PROGRAM IN DRUGSTORE CRYSTAL AS A. E. WOLAVER COUNTS 15.00,) Gallaher selects its audiences TIll' aW· lw \". ling: " \\ 28 SPONSOR ,,,"II1'!1 d"lIn' uf Ilwir imp':\l'1 dml ..II1o'r ,.111" ."",,·fl': "lier,. \\ ... n· I,illing I" ,.han· "",.1,. "f ilu' IHUli'll' fI ' ;"" !, ""lIlinllill ~ eall1 l'.ugn,. Ilml ,,,,i,I.II ",·ali7.,·,1 \\'uhl\ ('r';< plau I" hit 1'11<"11 G.lt.I.,. .,," "Heno 1o, g tuup nr pr{l~pN· I ,. I, illl a pr"grarn Ooyqh" 10 ... ,h .h. t.dy .1 "I',·t'ifr('a ll ~ (",,.i~rrl''' fll r Il wlI1. horne du'inq .h, d.y in .. TIlt' jul. tlf plallllil1J:! 111 HI "('I(('dli l ill~ .ycce .. lut c.rnp"qn '0 .ell pl'uJ:!nIlU ,. ." ft',wit l'anOIl~ 111(~ ill g .11 he, d,uq .nd hou,.hold ;:ruup:- \,a,. •• ,.,.igll".1 I.. lilt' aJ:! . · lJ e~. d.ily need, "orn G,n.he,·, They IUI\ (' pl:.I1 ...... 1 ;nul ,. ul ... · 1"\ j,.". 1 IIU' I.r')(l d"3,-1 "f 111 M.· limn 1.;.011(1 Ca lla· h" r pr"gr:ll1l,. ,.i lh·" 1'J:l9. .\1·\\"l,:.~I!' 1'1l·,I/l l11 inal.,. 1 ,Iu ri" i! tilt' "ar ~.'a.,.. hul Illl' .'urn'lIl ,.dw I'ro '~ li ~,' 110 ,,-,1,,', I... "iliuml •• ," & J'J l ltl~'J.' ~ 1"11'~" 1 ·.' :t .1" l'UIIlt"II· ar,' ,1"iIl O: ;11 :m C('lItral IlIill"i. ("I".,., prufil. ' 1 IIal '~ tIll- ,'nli;.!!,h'",·.! I;LI · ~·I~I"· h""ltl. 'I ' ri,'~ Ihal 1I1 II a1"l1,.1 \1 0 ,.. 30 SPO NSOR 2. An eop ecl ~nI I"the. lu.n~ 10 l a~e u.e 01 baby 1o. "It'~ Yo". lile" 1. P~,I " " d 00" H. ,b.,t ",. ' Mr'"cr.d o~ ope' ~li nq 'OOm etiquell. 1l\1~' food "p""ial" at 11IO'm'~ .".,1\ Ill:; ~ hjl' 10 a p .. ogram "lli,,11 IIlt"r r l ~ li~l ~ :'I'''n~or' "II lilt· ~aru(' ~IHliori ,'". pri(:c .... whal ."Iueati,,"al ur "l'llli'c,lu("a' Ihe itelll;;' left "II 1" .. ,, 1 1"1""""" Illlrin ~ "Iwratcd in "olllCl, b 1\1 ~d,·c\ Ih,' 1Il,,~ 1 tiunul l'\"Cl!t~ al lihraril""" 1I111""UIl1~ . tit .. prel i "u .~ d a~. 011<' I'r .."f IOf IIII' l'upulll1 ,'x·C I t'ol/pll' and 1]11' 1II.,~ t \Il1i\·l"r~itic".. anll Kanies C ity Oil add, a t'affic "Iely lutu,e 10 ill p,09,am on KCMO ··Hand.ome,1 cop" build li~ t ene ' lh,p and 'ponIO' ... ,,11< 1o. WPAT 20 JUNE 1949 3J Il,llli" UII."l ( III' filii' ~ ~ ~ lVhen presses stop rolling ~h.· IU."".·." or th.· ii.ir /'lI r l fill" 01 n 1110 /",flrJ Slnf)' \ " h ~ I,al'''' r ~I ril('~ ",','ur I""l I'lm·,. ill Ill(' Ilali" n'" \·al'il:11. It lI"ilh tll (' fi r~1 Ilm'f' 11'1"1; \\'T01' for IllIltll;d'''1I1 ll li" n'lIn l r~ fr"111 "a .~ :, I" " 1':lrt alTair :l 'II)!" day tlw fir,,1 tiull'. lil'I<' 10 lim". T I,," ar(' WarttHII" (, \pril. ali " ],~ ~\I r ' ","arJ.-.. ~till;t·~ ".,.~ ~I" "'ia l " I'p"rtllllil ~ 1"I\-lIp. I t· l:l " I'ri!. TIlt' waltll·np lo"k I' .. i ~ , ' b ~ lIlt' " ,,,·· ,Ia ~ ~ Iri~,· . hUI \\ (' re I" pro",' jll.1 h,," ,.f1'TI;I'· r:.. li" i.~ a ~ 1lI"~1 " f \\ a~llin ~ I"n ra,li" I,~ ~lIrl'ri~, " " II ~d f"r thl' rq!\llar halkulil. II I'it~ :11 ' n,h,·,li.,ill;l" IIH·tl I'HIl jll" \\hal :'1"I"ral al:''''H";' '~ h:HI IUTII tiplw'" "ff III(' p ... ·. Ea~I ' · ' · I... rio!!. ,\ drol' in I 'n~i " I'];"" it h" I,I, ill lIlt" li ,,'~ " f IllI' <1,1" :, Ihal 1111"" llIight 1'1' a ,,:.lk ·"UI. 1>,,1 il nn.~ du r; II fl lilt' w"l'"l "do fl' E:t~ I" r I - .,. " "'. .... ' ·'· ,li~ Ihal Il wr ... \\a~ Hu h ,,'It· ra,li" :'lIllflay ,·",,1,1 lIIa~(' lilt' ~ I' ri])p au 111 1' Th,· 1"",i,,,1 "f a ']('II~I" I I ~·r ~ Ir ; ll ' ~Iali,, " "I,id , Ila, ~lIn ' il I,oul,] hn l" II:II'I'~ l",r io,1 fOf 11 1ft,.1 .. d"il,'r~ . '''11'" 111,1, , I ' II ~ f',r hr,,,,, I, ·n.lillj.!. I f 111"11. [\"11 1\"11";'1':11'("[' " 11'11"'] ~ta lj(JII ~ 1·;a.'lI'r 1, .. ~ iI H · ~ ~ \\ a~ 11,,1 fl",,]) in lilt' ·Iril,· j, 1,,111' 1'11 "11 1; 1,. :•• "a, til<" I"T,' n"III' I '·"'I~ III lilt' ,1;,,1. IIlItil \\ · :I~hin J.! I "n durillJ! lilt' I,rl" Ea~tt' r ;-O"allh· , tr ' i~,' 1\"'1'11111<" I'J I:; Ihr"lIl; ll pn"'I1"'" d id ""I "II"" liJl Tll e,, "' ~. :; \\ ('I'"\.. . T(1 'I',,,t(' .\I"rli ... '" \\'tl'"j'f, ,h. '1' pari It f J,III""n I'J I(,I. :u h " 'I i, , "~ ·\I'ril. "d\\ '~ ' 11 ,::tjf :11,,1 I) 1'.111. I " 1I " \\~l'al" ' r a,h-('rli~""If ' III~. jll~1 a' 11, .. y k'I" '·(U,UJ.!1r ,·,I"·ri,,,It·,. \t, 1": '1'11 h,," IIl:I l ,· rt 'a tl ~ f.. r " :lrl~ \\" ".I')I"~rli . ~ 11.1 11. ~ I ",p ~ "JI" "ind n\\"~. II ltrinJ.! 11)(' ~ Irik ,· ,,, II~" lilt" 1I,,·,J'lIlI) all,1 ' h'l "jlh il. I" 1·llili"II,. lit' lllo" Ih,.~ .... 11. 11'1" ·,] r;.. li" an. I 11'1," :. lillll\f"d ,I,·i,!"·". f"r ~"a;'~ Olf tl"f II ... '\1 ::::m 1,.111 . T"t'~" a \ I IaTlI ",,,I \i~;"". I " "· "\I~' · \\ 0 1111"11 Caliit' illtn 11)(' -Iril ... I f it', a ~h"rt·II\,· ,1 ,·,,,,111 ' " f \ Ial lill ,,[ Ill\" " )! "II"~ " f Ih\" ~ all\(, 1I :1Il1t' ~I"f(' ... "ilh li ~ t ,. ~a~ ill J!' '1 I... anl 11ti ~ 'lI'''~I''q ... r \lo,l.·". \,.,~ lilll,' ,,,h"r' ",dl l'll,,1' ~ Ialj,,"~ "il ll ,Ill '"if" ' ,.,.fwdu l,· Oil III(' :.Ir','· li.ill!! '1<11" Ilitl, l,r',(I,ka ... lilll;' '1'1'<11'" of "I,al I... II alll",1 II SPONSOR • • - ,---- THE RACKS WE RE BARE THROUGHOUT WASHINGtON, D.C., W HEN PRESSMEN DID NOT GO WORK ON TWO OCCASIONS Ira( ~ Cilh ll' In tilt' .,," ~ 1 H.1 1 .s. Ihe :nr. TIl(' 1,I; ... k-ad·\\!.ill' :111 ha'\ lolIir!. ~ .1 1.1 1\](' 11("\1 (Ia\ .•lir('( ·lk ~('\l.' d Annllwr K:wf!1l :w ~U \ · t ·I'.~'" , 'alllt' ,,'ilh h('4'11 ,·d ll"l nl .. \1 t" rllil ill 11t · \\ "'p. q ll'r~ I" t\w \ j. I.·" ~P"1. awl il i~ ·n·1 (' (l~\ lI~ill g TV for Hah·i;!.h Itaht'nln.·Ilf'f. Ilml ,Ii,ir,', 1ll'P{'ar "II till' ,.lrCI'!. , All I" ... (' 11 a $'1 ..10 .. hilt f'1('1I ill W 'I~hillr t "" TI1('1" ' UTIl e.! In W:\BW I \ 'BC·TV ill that Kaufman hacl (l"llt' ill tilt' parlit'i. Ih f'~" Il a~ ,;. \Va; hingtolll and h"lIgllt ;a l'artit·ipa pali"l1 ,.pol I'm' to hale th .. Io iael·awl· From "gr~ I" \\omclI·~ ~luJ('~ r:uli" .ioll 1>1l .he (,·6 :.')0 p.lIl. :walilliu;!. Till' Id,il(' all l'a~ktl "II a b"nnl ;LlIII ,.,':111 - ,lid a ~f'lIill r joh ;lIu l ~ .. dill T\'. i t c HI I> li S a S9..'10 11)('11 ':, nylon !'C hir\. 111,.1 d uring Iii I' lilll(' tIl(' al1I1.Hllw.' r \ \1L~ ~ar(' \':l\ 5t" rl '~ h(ldu'l Ib,',J riuli,) 1", 1H'I'f'r ~ ( ' t' li hdurc in I), C.. Oil 0 " ofT ,11,,.cri hiul! tl". !,wllue!. H "~IIIt: 21{ ( /'ka.w tIIrn If) /Hl gC 10 ) 20 JUNE 1949 II SPIN THAT DISK 111"1 '11' 1"'(' 11 1'111 III,U'llrn III it ~d" ", 1 and 11 11' ~ i l l · li,11'1I " 1I1~ · \\llI'lI Iheir u lIl,',~ lJr,' .·..JlIlol i~ l·"·('pli"llal. lI '~ 1\1'" of II1(1,..il' i~ aiad, AI1I1';o "..·:;~i nll III IUlllh illl!!" •• il,],· 1" "'Mi~ l ~ IIIlXi"II.' "f f...:F\rB klull'd I,) ,..!rIl\\IlIIlf', in~lc3d " h"H ;1 ~IW 'I ~ I''' I -, '1'111- ." d",lIllll J4 SPO NSOR Not One ... Not Two ... But THREE TOP .. FLIG1-IT DISC JOCKEYS on CKLW THE TOBY DAVID EDDIE CHASE and hi s HAL O ' HALLORAN'S MORNING SHOW MAKE BeLIeVE BAllROOM DAWN PATROL • Afte,noono, 3030 to ~ , 45 ond • from 6 '0 9 0,", doily, Toby • Fro", "" • Many a dvertisers have already climbed on the bandwa gon , due to the increased ratings of these shows. More w ill also line up under our new 50,000 watt power! CKL Guardian Building, Oelroit 26 • Mutual System NII,i . " •• ao". Canad,an R,p. Ad .... J. Vow n, . Jt .• I". . H. N . Sl .. ~;n .. Co. 20 JUNE I'H9 .'5 RTS ••• SPONSOR REPORTS ••• SPON -contlnued from page 2- Color-TV talk o nly hurling visual b roadca sting in g e n e ral Despi te all t alk of color- TV a nd adapters ",'hich are said to convert monochrome television set s so ThaI's why WGAC is on most imporlant lists. t hat they can receive pictures in full color, truth is that such converters a t present ~'ould cost Here are jusl a few of Ihe more than many current black- and- white sets on many spal radio users who market . There will be no color- TV for the home find the WGAC combino· for a t least seven yea r S, and most authorities lion of coverage and sell think ten years would be more accurate estimate . ability profitable. • Ajax Cleaner FMA lri es tc aring d o wn AM • Be 10 build up FM • Brock Candy Frequency Modulation Association is no",' a ttacking • Brown Mule Tobacco s t a nda rd (AM ) broadcasting in hopes this. ""ill help • BOR FM accept ance . ABC net"'ork ,,'as recently s lapped • Camel Cigorelles for cutting down FM broadcasting hours in Chicago. • Carters Pills a nd AM was characteri::;ed as ftdiminishing medium . " • Cashmere Bouquet Soap It all adds up to hurting radio broadcasting. which • Colgotes Denial Cream is s till air ' s number one advertising medium . It ' s • Ooon's Pills true that AM broadcas t ers didn ' t help FM Dlong the • OUI road. but nothing i s gained by tripping further . • Griffin Shoe Polish • Grove's Se le ctive b roadca sting fairly • Hercules Powder co n siste nt thro ugho ut 12 m o nth s • Ivory Soap • Kools Selective broadcast adverti s ing placed on market • Mrs. Filbert's Margarine by- market basis varies only two points throughout • Nobisco year . Top month find s 9 . 30"ii of annual business • Obelisk Flour plElced , while low month has 7 .48%. • Oxydol • Potigrip Kate Smith tries disk jo ck e ying • St, Joseph's Aspirin for ABC on Mo nday nighls • Tenderleof Teo Despi te consistent failures of transferring disk • Vel jockey a ppeal to net",,·orks. Kate Smith a nd Ted • Vicks CollinS are going to try it Elgain. this time for Let us lelf you why WGAC Elma ::.ing s tretch of two hours each Monday night is one of the nalion'$ lowest s t arting 4 July. Progrnm will be a ired Mondays Cosl solesmen, A million 9- 11 p. m. over ABC . Ka te ' s MBS shows continue , people served lorgely by Elt least for time being. one s/otion- Big atte ndance al fo re ign language program clinic IndicElting the importa nce of programing for seg ments of radio ' s audience, nearly 50 station men WGAC a ttended WOV - inspired Foreign Language Broadcast ing 5,000 watts-ABC_ SBO KC Clinic a t Hotel Roosevelt 15 June . Stations are gettine over idea that they must be something to AUGUSTA, G EORGIA everyone a nd are now thinking of being everyt hing . . AVERY-KNODEL .. to some lis teners . Foreign- language audience i s faithful plUS. SPONSOR , 36 , for HMIKE MYST ERIE Convicted of Stealing Audiences, Killing ~tA ftA Competition and f~)l ,,, c>U'l",[L ,0 Beating High Costs -1 "l\ like l\ lysleries" is a I S min ut e "Network Cilo librc" show (5 limes weekly) worth a minimum of $ r .000 per program. Yel, it is available to local a nd regional spon sors a t slalion lime: plus a small u! r\' ice fee. \Vha! a re ward 'fo r sleuthing sponsors! DESCRIPTION " Mike Mysteries" combines murder, mystery and music. Each show includes a . 2- minute "Whodunit 1" wriUen by Hollywood's ace mystery writer, John Evans. Listeners are held in suspense await ing the solution until end. "Mike Mysteries" is a member of the fabulous Lang-Worth gang, including " The Cavalcade of Music, " " Emile Cote Glee C lub," " Throug h the Li stening Class" and 14 othe r pro grams equally guilty of sleal in g audiences for over 1,200 advertisers. i\ NG - WORT H Information leading to the capture of " Mike ["illur,' pro grilms, lUI' . Mysteries" m ay be had from your local Lang STEINW A' HALL. 113 WfST SJlH S1 Worth subscribing station or its representative. NEW VOJlK 19, N , ;' klwflrk (nlibrt' Pr(lgralils 01 .c(}ml StatiM ((1;;1 . Mr. Sponsor nsks• •• ""'''1 1:-- a :- lqll'l' iol' 1'01'111 of hl ·o.ldl·a~ljll;.! . ~ ' (' I Ihu:- fa.' il Iw .... ,, ·' 11l'( '01l14 ' all dlil· jC ·JlI lI a lioJJ:tI ,lth'C' I' lhoillg lI,c·clilllll. Y\,hv '! " S.Ie• and ad~e"jlin9 manager Joseph Giordano I V. La Ro.a and Sons. Inc .. 8rooU~n id... a II;" Ilw .lUlhl",II"" of tIll' "~i ll;.d <.: illlpO ~,..i" I I·. "flt'r Ihl' , ' h all~" In frc· 111 ...1, '1 1'1:111." ,,'1,;,,1, had Ihe "fT('('1 lOr flu(,lI('ic ... Itl ,,1,1;lill adl.... /llale high. TI", 11,' .. lrtl)illl-\ ,h ... n,l('nl/!(' Ilr II ... pri,wi· 1101\1 ... r lr all·l1Ii .. "i"lI fll' lII('r 11'-0 ) car,.. 1'"1 "i'I,w"r F\I ~Iiltinll" lor cll tl ill~ allol dc--pil,· Ihe [ael lI,al "'·II,.;lill" ill' '''i4!IH ·d '·';:111.·1 t/""ll 111l 'ir 1',11\1" I" a f"11 Iwrl'l'III "f "" IJ{'II"il" /'l·,· ... iling .. ('I~ n"ltlircllllt'3r' "hal tIlt' ' :"II1.li,.. .. i,'" 1,:1,1 ;, I... ·;ldy I~ 11.1'1'1' }(·:I r,. hdor~ 41WliliIty Ilroduc· aulh .. , i/,·,1. I;on ('ou ld lor ,,1,laitiCII. Ihe lime hit .. 'IIII' lid 1t'''1111 1\('- I" rCIIIOI,' F \I ,,/1\\ all'il('(1 "I,('r... 11 11 ' ",u llC l'i rlr "('n' a .. ;1 ,.. ... I'iflu .. l'tllIlllwroial tlln'al I" II ... il'l' alld !!T(';, I(' r "OI\'r'';'~I' flf the F'I •· .. ta"Ii~I ... tl \\[ ", .. Il'lIl. Il·,itwill;': il. ~)""'111 al'f' ail.. ul I" he ""III/jIl~tralt' III') for Ih,' 1; 1Il!' 1, .. ill C:- (It 1.·.,,1. t" " III/'rl' a lal'C:-" p'lI\ of th,' p"puiali\1Il o f Ih(· III 1'1'1'1) ." Ihi~ I lIil,',1 :' I a " ·~. ,, J8 SPONSOR FM i ~ a ~n p e r io r' {"I'1I1 of b rO,HI, '·'lslillg .•I n.l it is ,Ill enil' jcll t 111(-' fiiulil f or 11(1 - Watch the li"u:ll a d \l·r li ~· illg. TIl{' fael Ihal t h i~ un~lI r p m;,,"c d 1I \(' lhnd nf ,,"nl ll l11 J, r o; H lca~ l illg i ~ New WD S U 11,,1 ],,·jllg lI "ed f"r Iwt i"naf :\( h (' rl i ~i ng. 0 11 a !'t-a l, ~i m i l u r tu A \1 tl"ag.c .t w-, H(li in a n ~ WII } [' -" ' ('11 i l ~ ,·nl , · ie ll e~ a" ", uch 11 No other New Orleans station lt l(',liulll. CUII" i.l!-r fad" a nll wc ~,-(- t1t;lt F;\ ! is doing so much, for so many j~ til(' hr ig. ltl "P, )t ill 1111.' br" , j(lc a~ t i Jl :': pi(' llll (,. Then' IIr(' 1I1" rc IIHlII 7.')0 F,\ ! • ,. Iati"n,. nn\\ in " 1"'rati,, ,1. <'o n"istiug' . so successfully ! ol f 721l COll ullcrcinl F;\! ~ t al i OIl ~ awl an ,ulditi"llnl ;~ n "r mure cd ucnliollal F:\ I ,. I(I'iul1 ~ , T h ... "p commercial F:'\ I "Ia· Tele vised for the li'Ill '" ill allilit iun to cOlcrill p: Ihe morc , 1 (,Il", d ~ po pulaled urharr ar p a ~. C(l\ f' r Fir st Time! a" ,,('II cn l1 ~i d e ral , l e ri<' h rmal atlll Th e W orld Fomovs a;: ri(,l1ltu ral ",'elil,n!', Boilin g" this Mard i Gra s ,Iown inlo lll " rf' ~ pe{' ili p Icrllll' o f CH" , (S ponsored by ('ra;:e: Ihere 11 ft' lI1 " re titan ]0(1.0 00,· General El edric) noo ]lI'oplt'- ileItCf than !I,''''lhinl" " f Ih e tot(11 po pulati nn of til l" U. S.- II h" ]i, e in ' ~ ,')l ('i ti c" "cncd ,, ~ Fj\ \ st(l tim I!', ,\ull I h i~ C' _l e rll ge i~ thc sa mp day 11 11,1 lIi:,: ht s incc F:'\ I ~ i g l1a l s art' unaITeetc.J II )" uig hltirnt' allllOl'phcr ic l'llIldil iOl IS tl lll! inlt:rf(' rc lI"illl IIIf' t r a n~ ' mi"sioH (I f A.\ I ~ i g n a l .;;. "Ne w Vo ic es" Th,· cun'f(If!C i ~ lhere dilr 11 11 .1 ni ght A Si mvlcasf aud it i,.. 1111'1'< ' (Ill ... tat il;· frec, interfer (AM.TV.FM ) Series, cnce · frcc . ." Il ],c rinr . CO\'Nag,t' loa 1'- i". O ne of the many " IHI do,, ', t ;Jk~ · 1Il~ wu ro l for i1. ne w WDSU FCC d l;Jinnan Wa} ]] c Coy in a rr· Prod vctions, cc1i 1 ~IK-'C dl s:lid li t' fclt l' tl cou rllt;"f'11 hy (O pen for Sponsorship! lIte groll til of 1-",\1; that F;\1 will COli ' tillue to !! rnw ; thai F.\I will Itot IIf' S![ uf'c;wd nut Ly h" lcri"ion : th(ll thc nation "ill CO lltill ll C to fe' luire sound I"1H lio H'f\'i, 'c : Ihal IIII' hc;;1 ~o l1nd radiI) ~e n' i c " i" F \I ; thai millions o f pellplc ":I n ],1' re;teile ,1 'Hll"lplatcly 0111.1' by F;\I ; (llHI IIHlt il is I)('('orn in:; in· c r e (j ~ ill ;: J y il ul" ,rtan' for "d l' c r, i ~ c r ~ 10 ( I" a('il th l" F.\l auo liCIl Ct·, Cnll Cl" rnill l! ,II(' lalkl', Co~ cmpha "i~C I I: " ,\lill i" 11 5 o f 11O-"" lc l' an be re m'ht',1 II )' an ,ule'l'tatc ;oig na l only "ith F.\1. T It .,,..t' milli"IlS a n ' con· ~ trr llC r s who arc ]'c(' ollling increa."in g. I I ~ ' impo rt:! "t for a,herti>-cr" to re(lch "" Ihe telll po ., f J\ llw r i" (j 11 lU(' rc1 ' a IH1i ~· iug is steppc,1 lIl" " 0 11<' o f :\(h"r t i ~ i n g'~ ha~i c pflll· ci l , le ~ i ~: o" ' OU ' I 'C gut 10 n'aclr CIlI I" ~ e ll ·,·lIt." Hadi.. ' l dH ·{ l i ~ i tl f! i$ (j l ~ o {J j/e(/se tum to page G81 20 JU NE 1949 39 J RADI O FILLS GA P j, n " 'I1/all I, alL ·oll l ;11 14 1 ;. 11 ""11 \\ ()L. SPO NSO R IDENTIFICATION \\" T O !'. \\ \rllC :111 .1 \\ " ' IH · n l If 1II111111",d /'''111 Iffl ,!! /' JJ) ( emllillll," ( /10 111 IH';t" :.!-1 ) Tr u lI _i ll a di .. _ l\u- ; I11 '" h,-I,I UI'. {"It" 11 11' ~ . r iL I· fur iI I" II !! 1;111,'. It It I\('-U" tJllh till' l "r-a l 'r" ' ai l Scufl ls IHI. ::0.2' ; to { it,. li-I,·!U'r. It'-Ii· 1,'a llll ,· ,1 \\ hik ,"!!;:- fur I a-ll' r d\l' II1 ;: :In"u,m" that . \\ ill'bl',1 (" .. Il w ,,'riLi' f~ ill1-' ' u ,Ilt· fael IIlal Ih.· pr.,¥ra m i. ;ul. 1 . .. 111 ,,"I f" lI ,m III;: nih' fll l\ ·· 1i1,li" ",-ri".1 It) 1":"li", hUI ,."1I1t' 1t,.,iulI;,1 ad· ~1"1II,. " n , .1 h ~ l. il" u ll·~ h'.1 ami " Hlp" ('·!l llll ill;.! " I li lt' -1~ '1.- ial. I,-fl i.,·, · n1 . .. ]"'II(!hl "I,,'cinl lilllt·. 11 "r· 1'111"11 / SeQ/I/ ,' i ~ lI' t all ,,1.1 li,,"'r. II II lil a , II'" _'~ ' 1I1 that La_h'l i· of 11 1<' 1 \\ , b 4>11 " ,,{ IIH'~' ·. lun i u1-' :,- IImu\ ,1'''',, 11 ', ill! lul ~ , ' iu am c UlII lllen -inl IlIIld. 11/ . '111<'111 , .. :l , 11 11): ,.],,,;n. hUI it a· II aUIl"U I1 I"l1wIII - " II :1 - iul!II' ,-I,,· !! inlillid... - Codfrc\ , I, ,('~ IllI" ""mm,·r· t- . I a_kr I'll' in.'" 1)111-1 I ••' h ;~ h. " 11 11' air r('lim"'" tilt· illl' Chicago or c lscwhcre - I'a'" ,.f lit,· ,. P"I1""r. TIll' f"lI r "r.· :,11 ,b >l il1ll' pr,,;: r alll .• . " hidt hd i.·" all "ll",r Il wll r) . i. " .. Illal " "'lIt'll ,IIlII ', li,.It·1I i ll l""II~' dll r ill l:; t h e ir 1'''11'1'11''1 ].. h"ur,.. I' r"l:! ralll ltuud"'r H' II'" in F" lIm:tl \ COVERS :-II ralilll:! i,. lit.' "l'1'''',.I/O/II· /I,," r. \Vilil lit!' " ,\t'\'plioll "f JI ll" fa"1 Iltal il IHI ~ ),1'\' 11 " " II ... (IiI' i ll II ... ,.;lI lt' · ~p .. 1 f"r :1 So uth Bend .. . [l1It ,,1 ... ·r "f }l'ar,.. ""d ha,. Ih .. a,her· l i,.cr ·,. Ha nll' ill it,. titl... il j ll ,. 1 ,1"l',..Il ·' (.. IIII·ft , I" llt1' Il i;.: ll ,·,, " ltl ...... ·i,,1 illl!,a ... It'l ,,'I,. . o nly WS BT does that I' rt'pr~l1 l1,. ,1",,'1 ,,1:ttl, 1 ,. l ill ill II",ir :"ipl) lI""r 1, 1'·lI lifi" ali",,-. 1)''''l'il.· tl... fal'! Ihal tl... Al.lr;ch rflllldy Ila,. ,I,·· ;0;" " .. "II"" ~ I .uo"u ~ ("'/" I,,· h~",,1 i., ~", ,, h Jil"II',j it I ,, ~ al , - " " ~t ; ltl l :1I"lil'lt(·\· fo r II.,,, .J - I,,,, ,I... " "di", ,,' ~ /,,/ •. ,, ' , .. \\ ~ I n : ","'r I,'u ~, · ar·. a ~" a r ;1;': " F, · I .rua . ~ '1'1'; ...w'i "" "I"a" II: •• 1.. ,, '''' "u,1 · ,,11 i., ,I" il':; ~J \\ a ,. ,lo".n l" ;t ").::. 'l iI(' ··(·"llIill1-'. '",'r"l" I",inl! ,h"",' "f 1",.",,-,. iu . hc ::-, .. 11 1> II lolller" \' ull1t' , I~ oImlll:l It.,. ... I"a ~" /I,'n.1 ,uarl,-,. "\" "110. ,, ~ Iaf ;"" ("I'CII """'''' lta,1 tl ... ~ :l lll " "1"'"~IIr. (:,·.II·ral F"",k d .... · in :-h",,' " f \ ", Ii, · ", · , ·. I ~' ,, 1. "I "" ~ "'""d, II ~· I , I "tlt h". \ H"'II ;,,111 " "11(,(,, 1 a. :t 1\",,,11 1'''''1'''' (." ,-''''' ''''',.,., I "'~ 'r. CF I'rll1! r:lIll. 11I'('a l1,. " it h a~ l'a,1 I" -,,11 ",,1 II ... ,·" rl'co r;J ll· lilh' h ilI a 1I 111l1 ' I'l'r "f t:F 1" 'I" ltl' I.. . II \\ a· :tl,. u II~ " ,I I" ... ,·11 III " " r ,III"" , liIT,· n ·,,1 I'rll,III"I ... 1"'1' l.p ,:"I" ,,-1 111" ,u;.: 11 lilt' ... ,\\ ,,:tl,·II I·r 11... [" ,,· I'I'''p ralll atlll" tlI lI"' II11 '1I1 1 a ",1 It ilthlli].. ,· I II ... ]".,.1 pr,,!: !alll I :ll! l " ',,I ill' ·. C:m" ' 1I11 ~. C F lI a ,. ,1,·,· id,·.II,' ]wnll il I 1o ' lIrI I.. "'''W,'l1t n Il.' ,,,I J •. I I " s oo o W il li S J ' II,jrlill ~ " 1t " ~ llh ? RA Y MER COMPA N Y N A TlONlll REPRf St N IATI V f '1' 1", A/cI, iell 40 SPONSO R Thi. ne w b .... k fa, ,adi ...Ia,i .. n man .. g . .., p,am ..,i .. n me n and . o 'eo •• p. ' e U. how 10 gel m a ximum .alu .. ... 11. from "olian p.amolio n SPOT RADIO PROMOTION HANDBOOK 64 pages, 8 Y2 X 11 , $1.00 !;;"e~ )"" ,,'h~' il wonld ""., yon, Irl eT3 l1 y, ,h,u,,,,,,,I. of ,loll",. t" ~~I He •• ;. ° ,I.oigh" fo.wo.d " po.1 of ;mmediole ond mome nIO ... in le.u , '0 you, f ur your df, ,\ fir,,·han,I, up·,u·,bu" II leti. bow odve ltin .. ond age ncie, soy ,hey , e le" ,Iolion, for '1'01 .odio ,"m\"'"",' I"'''''~ COVERS THE PROSPEROUS WHEELING METROPOLITAN MARKET - W T R In the center of the dial on F AM-FM Studios or'ld lronsmill(!r: BElLAIRE, OHIO Represented by THE WALKER COMPANY IIl'RlHNTlD I T RAD I O II lP REH NI A TIV U , I N C " SPONSOR JUNE 12, 19 J ULY 3 , 10 JULY 11 Frit:: 11 1'111111' S(~mlt1l(J Reiner Fiedler Romberg JULY 24, 31 WilJred Pelletier AUGUST 7 Perc)' Fail" AUGUST 14, 2 1 Dimitri ill itro/i oulos A UGUST 2 8 Autal Dorali SE P TEMBER 4 Ilaroid Levey U. S. STEEL HOUR · SUNDAYS 8:30 P.M. (EDT) . NBC NETWORK 20 JUN E" 1949 43 " ).11\. ],111. l,uI" :lnd ··hurn. Il1lrn. 1"< ""'11111ti " II: da~, i "al 11111~1I:. ;:"llI'ral ,\11"1\ a ·HUt a milch d"~l' r" lilH: up ill hurn " ' 11 1 li"lIllI""IIII' llt~ alHI tll"~ f ' tllut dram:l. popular Il1Il~il'. C"I11('.!~ drama. ~ 1. hilt tJu' n'", ~till Ihe ~r('al (lilt'r;:"llcc jU~1 iJlf"r 1l1 tilt' li~h'lwr co f til!' 1"l" I~ .. II~ and HI\ .~I, ' n drama. ill lal"nl e,.·I in Iht'~O: II'" pl"t '~r'llll __ . 1,111 ~I l!" ~ I w ilid I.tl ~ tiu' prwimt. TIl(" Tlu-n' i~ "'r~ lilll,· nhli"ll,hip 10," Curn'ul lal,'111 fi ;:ul"t.'. ;,111;('"111" Ihal ( " p"JI ~ "r 1,ll'l lli(if' atiwl " f 1111' f, . I"11I1"T 11\I','u ('t,,1 Ilf pr"l!ralll alill i l~ :--1. C/'r;" lillll c,,,b uean!r S;).()OO 11(11' alld t, i'" u f IU lll ll u'ITial i~ 111110"11 101" 'r thall Whil .. 1)'"I"kin;:"f rq"'rtt'ri Ihat tiw)"{' Ihill FTt'd \Il"n'~ fig.un' ha~ IIC" 'I that "f Ih t' "illf,lrIIlaliH'" t~ PI' ,,[ air tt'll\l~ I .. I,e il hulf'p"i'll lI1IPI""""l)lt'lIl .11:111'([ a liltl". 11"\\"1,'1". I'I{'II \\ilh ~ ,· 11 !lit-'. Jwr Ihnu·allol·II"llar·"f·lal,'nl 1'11 .• 1. h" Ilol h ~II ("'~ 1I",·k·a,"I·tK't:k. 1) ""kil1f!er' ~ I.,,,, I' r,,;:ram t.'1w "II Ihl':-'1 1',,1,· i .. al", 1''''1I1. "ut Ihal Iii. fi;:uI"P, 119 1-;-1 PI,illl t't>l1lilllJe~ I" I,e l!u"d- lal,'Il! ("1 ..1 1 1l\ ~I " n. I,hik. n ~ illdil':I!t ,,] Jlrl " l <1 I1~I~ . rt'I,':lI.,d Ihal nr. r:"";.~/illll , I> illl a ill il~df i .~ 1It1 ill~lIralH'(, fnr a J,eI1l'r :-'1. qu il t <) p~ till" fank o rd"r. (lull tlin .. · lalt'1I1 (,,~I "f 81.()tMJ a I>c,.k. n'c,.' il"d 1[ ,,0]" ' 1" ha~ fr"l11 tillll' 10 Ijl111" I,p ,;:r(lill t.'I'I' ~ (ll'Ii'Pr I,('th'r·tllan· :1 .')-;-. i11111 FTI'd \11"11 . widl a n.~1 "f prnjelwd II hal 111" ['a ll~ 3n Impacl aH'r,,;:,' :-1',, : ' 1111/. ""IIIt"!' 1.11 il,tl". S:W.OUO. r("'l'il I'd "11 1 ~ a 2'). '10 hrill~ /:(1(;111' for pr";:rlltll~. Thi, i~ a ("0111' lHu ~ i",11 IMi(·I, . Fin' 111 J(" ~ 1'.... II~i~I{'III· tl1t'~(' fi;:llrl'~ UJl I" dal l' 1 r {' l lTll(lr~. l,illill;('11 "f 11''''I'l'1'lltil1/!' :lllri SpIlllo 44 SPONSOR Facts about readership at COMPTON ... a,nd ;:../0 Ted Bates Compton TIIPI (,'~ IL" .,-net .. I)I, ul :,I'O\'::,Ol{'" I"'" u latil~- (II Subscriptions to SPONSOR 10 lIalioll.d ai!H' ,li .....·r" ,HlIl ; I ;:('lwi , '~' 1t ',..3 ,.iug!r. I'U I1'".,- 1'III,l i'·'lli Til.,,· tlut n( ,-"'"" ( ..Ut m lllt'. 1_.000 li:uaunlc.... 11 leO Ted Bate, 10 h",u.len.! .d,,-n ••,nlf bUH'" .\n a,·.·tMII'~ "f 10 ' , l1K ;d . "1 ..... ,,,,""" .. "" ,n lu.I... ·" "I ~R'" nr Ih,' 20 1,'1> r"d,o-L,II I" 1< "It,'ne" Subsc:riptions to SPONSOR 6 Home 4 Office 2 I "SI'O \ S()J( I till' III/SIt.:, 10 fI ""/,,J ill Irlldt' Exec:utives 2 Others I'tll,,'rJ. 1:"1'1' ,I 0111' h~'({' 1'I'{ld,1 if ,hl//l/l(luM: , IIE\HY CLOCfl E:;::;Y, Timebuyers 3 'hlld Nadir) Till,,:bul/'r. Some Ted B.t.. d:enh .... ho .ubscribe: Brown & C"IIII;'OII Willi.mlon Tob.cco, C.rler Product.. C ol,].t._ \ p,'molive·Peet, Continent.1 B.lin']. St,nd .. d ·'SI'{J.\ SO N /uilllP /II,' ' imit/t.' Oil fill CUn('1I1 B•• ndl fllf/io 11111/ fl' Tililli/ IIr l it-ili" ,I, I esp/'rillll)' look /o(ll You're sure to hit home with sponsors and agencies SPONSOR when you advertise 10 SPONSOR For buyers of Radio and TV advertising 40 Weo' 52 SI.u ' , New York 19 I'.S. ~ COl/filllll'd lr(J1II I'll!!" )-11 97,410 Radio Homes \(·r·i"tl "f SlOp lite \I",I;i' hal' pullrd ill. If'illlll''-~ I( , 'ill~~ 11[1\,' al..(') in the orea served by iJUP \ "'f"1. l"lrllal') a~ Ill\' r(":-llil Ilf a h~llf'f'd \ it'I,/'r in l rr,'~ l a,"] p:"lialh Iol " 'au~, ' of a ~"il"h I,' 5al1l1"dll~ 1l1;.:11l~ alld a 1"'\1"1 lilll('. uuli] Illp ~ I ,oll III,,, rlll' · ~ niulll in 1111' ::.] .] 'Ia~ T\' 11""I 04.: r f,)r KML B \1'\,' Y"rk \\ll h 11 :!<).:t Sloplhi' III/sic. II) "hi" 1r 1/"' ;1111('1" pnHhl,'rl' the stotion with more CI)()d~"tI aJ~" hM 11 IwwJ. I~ do i ll~ ui""h. "lIrl1il1;': il~,·1f all : II("I"a )!.,~ listeners thon all other IlH\ld~ !"alill)!.. ill \ 'p" ,"prJ... of 2().,'; in till' ~1I1l1I' 1I(0)l... ·r '1'\' rOll in;.:. s/01;ons combined \llh,,";.d1 II ... 1,,\111 '111111101'1" "f ] . "~\t"anl~ Tl"\lIrll(',1 10 Ih(' '1'\' Siotl IN N.E. LOUISIANA 114 ,. 1I11~l c i~ a~ 1111 ... 1, ;t- IIII' 1" lal l111I11],"r "f 1('lel i~illll .• l"I~ in Ihe RigM in Mon.o", you (em rcach on "vdi ""lIl1ln a f(·w rn""lh~ a~". 1111' I i~lIal .·h"" i~II'1 li"('J~ 10, 1'111 IIII' e n,,, .... lh b"ying po""et (jUll. MGA. , o SEE WHAT THE BOYS IN THE BACK SEAT - ' ~ . WILL HAVE! WHY (( j/ooper.up /I AT WEMP? 1. Policy of popular music all day long pays oil in Milwaukee 2. More play-by- play sports than any other Milwaukee station 3. Programs and personalities that please the people: Sho, ,, at Audlen • HI -TIME 6-9 AM with Vern Ha rvey WEMP WEMP * Jloopl'rl'pori Pa,ilian Po,ilion • CLUB 60 2- 4:3 0 PM with Tom Shanahan Nov. O.,C. 1948 Me". Ap,. 1949 • 1340 CLUB 4:30-7 PM with Tom Mercein 10 ti.led .10tions (3 ( ~ icogo) 7th 3rd • OLD-TIMERS PARTY 7-8 PM with Bill Bramhall MORN ING 10 ti,'ed .totion. • WIRE RE Q UEST 11 :30-2:00 AM with Joe Dorsey (3 (nkogo) 7th 4th A FTERNOON 7 ti" ed "o'ion. (3 (nicogo) 6th 3rd S:PONSORS ARE IN GOOD COMPANY ON WE M P EVEN ING Gimbels Schusters Household Finance Corp. Kool Cigorettes Miller Brewing Co. Robert Hall Colgate-Polmolive Peel Hudson Molor Cor Socony Vacuum F. W . Fitch I I Hugn 80ice . .. Gene,ol Monoge. Heodle y.Reed In(. Notionol Re p.eoento li... u Milwaukee's ONLY Full Time Independent I 20 JUNE 1949 47 PUBLIC SERVICE ",ail'\'ll '1'IIin(! 111l',., a!!<, ill,.I":1I1 uf lilt' I':d" ani G. C('rhir, J'.]'I1,.O Il S. Johll' _It'i, '1 1. in,.lilltli"",11 '''I'' \1",.1 I,~ ,. ,tIl 11(" "ll i,.inC! .lin"ol"r. " a~ 1"' 11 Ilama.h HI (0,. .. a ~ I 'H"'r~ . Ii ,lill. a"afr . hal ~lJllle of lil(' 111",.1 ,111f!lrlil(' '" ,'j \\ 1 Ill- 1 hi~ pr"t!I;lIll, ~1""I~ SPONSOR i'~ h' d ill ,I 11101'(' .Id ail.,.1 t':\ p[ur:II i"l1 T lti" ~pl ' rtl l HlitJl1 i,_ I'H'Jlmllill'. HI· d"lIt-.. j, ill, of n pru bli'l!l in \111(, h road('a~I Ih a l1 Ilu," !-! h il j" rO Il ,. id l'I(·t l :t~ ;J fUlll r<' 1'''''' J" I III~OIl ,\ J.. hll""11 ,,1Ti,inl, ;Irl' ~1I1· 111(' 1.')·111 ;1111 '" fOrll lal 1I 11 0 1It,, 1. ".i],i lill , TIll' ' I" '11.','r 111'1;,,\ ," tl ... r "r t' l ~ pr"ud tfwl (',, " ~i(l('r,!li'"1~ of Tlu'rd" n'. " 11 17 1\l'ri l /($ \'''I/r ~h,,\\ ,.1I .. uloi 11,(1" tII"I" lillll" I.. I'r"\,· I'uloli,' r"",1 ,III 1111111"1I('t' Ilwir Ih illl-..· I.ilc 1\1 1 ~ di,.tl,Jl tiIl Ut,d a~ 11 , I (l i[ ~ J,r(l1I d· i l ~, ' l f in 1 1 ~ JII'II ltillf·lu" 1r ["rllllli. alld IIIg. (Iii Ih,· " 11 ,,,r Ilan.1. n~ 1,:,111':1('(1 r( I ~ 1 ami "wild!!'d I ill (I Iwlf·h,," !' f"r· tt l . 1 '·11l""~ I r:II., " 11,,1,l i!H',1 /" 'I1III1, 'rl'ial (:" 111;,' I" ld Ih,· C"n1!T<''''' "II Inl lu"lri,,1 II lnl l t" 5 un ,1;1 1' afl pTII' ''' 11 al ,'t::ltt, pf f "I ' l il t 'I1('~" I,dun' Ir~ill !-! I" ~"h .. thl' I1 t'" II II ill \lILeil!!" la ~1 JUllul1n. ill ,II" Tire ~ h "w i ~ :1 p..1 ('ku!!,' ""'IW<1 h) IIHI1I~ l"a('lie (fir." T h t, ,,111)\\' wa-" T! 'CI' UII} n' ll p"",1 fll r 1111" ~ \lmllW r, 11"$ } ' O/I r /,ile i ... (Jill' (,f Ihe 1II "~ 1 1 1t':II ' i l ~· . pr oruo h ' , 1 local I'r og: r , lIll ~ in ra.lio, The I' ital naturt' of til\" pro],. 1 (' I11~ il t! (' al ~ \\'itk Il ~ \l'dl a~ tllt" ir ,It",p human inlt 'rr~ t. lI1ak l'~ lilt' ~ ... ri(.,. ea,.\ 10 pub l ic i ~t " It haS had th " lI ~a IH I ~ ,;r lil1 f>l< of 11 11"Iropnlitan, cOlll lllunily, 'Y ,,.,,;r, no joke-you II Q ,;"t' !'1I1I1 (' lIIi"III,' fa 11 ( ' \ ' li l- Inuk', amI 1I <1 1i ll ila l Ill a)!a:;. im.' ' I t ' \\ ~ " . . illl! (lui hl'r" ill 1111' HI'II H i \'l'r \'all, ' ~ ' , l ' .. j\'m'liJ I)nk ola c ll I'l'ra)!e, Specifi c pr" " l1J lioll-" hal " h il y~ t'I ' cI ,. iI,lIt' lIn'I'l'!':" BlI~ill~ IIlI'IIIl1I' Hf b.. t' ll worl-.. t· d nul wilh ,lnI ~g i ,~I ", IWfl ll l1 illl Eff" I' li, .. allil w('lfare :Lj::.t·II I, in. I'l t', S:') .'i!J!J I,,' r I nllli/ ~· -·u-lIy 1I IIon' 1/1(' IIlIliu/IIt! fll','ro;':I' ! T ht' Hoy S (" ' l1 l ~ (li,.lr ibu ... .1 1,000" AIIII , yt'""ir, WH,\Y'" p tlPlJ l al'il ~· ill Iht'"' ' 1';1I·1 ~;,. lik ," ()(Ml ('ar t! ~ 10 Chic ap tJa n ~; all d " I"I " r ~ tlllr iU"III1lt'-il kt.'I·p" ;!('owin l; I'n ' ,· y ~ " 'a l ': I n ;"I.li· g. 0l IH, nkl('I,. I':\ p l a i llill ~ II!I' pr0I;T am ; i ntlu ~ t r ia l pia III ... Ihrollglltllll 1111' area liml I II tlllr "X"" I' I;"" ;I I r ll ro/ ('O\I'I' a;':I", 1111" !;11t',,1 F Hr l!" gilt p"sll'r,.. A ll Iwa hl!. wr lfarl'. alll i IIHHp.'r ;lIil1l!" g i \ t' \'\; -nAY a " llHjlpill ;! I,i~ (1 7.:') 0/0 S!t nrf' 11I .'ll iea l pl1 iJlitalioll" arc ('t llrTI'I I 1\"" 1-.. · III Alu/ il'ftr",· ( '1'111 .. 1 Hilt.',1 l't ' ri ( Jl I ~ ) " i!flillsl {.1. l % Itlr ,. I " ri ,'~. a II' wit h \\'111'11 II n'adl'a_, 1 ,III' /I.' xl li ff/li"" ( J)" t', ',I H-J 20 JUNE 1949 49 , J " Open wide! " ,"· Who can deny that he is slave to the voice of authority ... from the first day a doting mother told him to pick up his feet? YOU DO WHATYOU 'RETOLD! Radio has the authority of the living voice. It's the voice that moves most people to action: to buy, to use, to enjoy. And in radio no voice has greater authority than CBS which speaks to the largest audiences in America at the lowest cost. . .. '0' Ihe lo,ges, o udicn --.--. ~. -+-,,---1 ~ ~. -'- c ••• ". _. . - '" ...... - , ~,,.. . .~ ·'. --... • n .. • ", . ~, I '".':::. ~ , . " ..... '... '. ·• • w ... c..... " -_.., -... :• "~" .... ' .. ,• ---,~- • - '--, '.' 'a.-'" ·...". -.-...... -,:.~.... _.. • :-;"- ..:-" ·•'. ' .. " ,-,... , • .... ,.. , ..... _. :..'...... - ·,• •'. ..• · "'~' .. ..·• ...... · . : " . ,'. • ..:;. • • " ·• . ..,- , "h, ' .. ,.. .., , ' ...... , '...... •.. - ... , " , .. " .." " .~~ " -, "" , ..~ . .. , <-. '. ,, .._.f ', .. '" ,. " ...... ,-,.' • .,," ". ""'., .. ,.. ,. ,'. ' .. '--" , .... ~ .. , .. ,...... "_. .' "" .... - _._ '., - "c.::.- .... , . , .. ,' '. ...' '.' ." ...... ,. -,~...... ~ ...... , 'U._.. ... <•• -. ',M, _ ...... - , , '" .. .. ,.. , .. .. _. " '...... ••••• M " Jack Chesbro In Pitching * WHEe In Rochester , .1 WHEe is Roch ester's most-listened-to station and hos been eve r since Roch este r has been Hoopero ted ! Note WHEe's leadership morning l afternoon, evening: $TATION STATION STATION STATION STAnOH $,... nQN WHEC 8 C 0 E F M O RNING 38.3 22.5 8.4 9.3 13.8 6.0 101).1'00 ...... M "" cI ~ y '",_h It. AFTERNOON 30.3 27.5 9.3 15.5 15.5 1.8 11-00·6 00 , .... M Oftdoy'''' • .."h f. ;. s'o, ... ~ . ....d' .. ' " EVENING 34.9 28.5 8.2 11.4 15.5 ,;. S-,• • 600·100 30 ' .101. 0_, $""do, ' '''o''9h s.. ~ M A RCH -APRIL HOOPER , 1949 Lo •• " • • 1.... ,1.,1., ...... BUY WHERE THEY' RE LlSTENING:- 20 JUNE 1949 55 r id iu,,,hcd ,I", · ~ 11<,1 rrl're"cll t lilt' tr.. d,'uwrk "f 111(' pr",hwt a,. much a~ ~ hc r l' l'ro·~III ." a li"·in 1".IIH·t'1i IWI'.-"I( ,m,1 11,(, !- 1"lIJ~ or'" pr",lul'l. Thi" p,. ~(' h o l " ;.: i ('a l rdntioll"hip , ~ 1'111 1. 1 11(111 in ~ ", \' r;ll "" .I',. ill '1'\ , '1'111' I w~t ,·"amp!.' Ilf il' ( " "1l1l1CITi,,1 (ll'l'li"nliulI i~ f""lld ill 11 1(' I'ari .. u", ~lI' i",I".,. \1,,1')..,·,1 " II Ih,' "lw;1uty ('''II ' 1".~l" i,J,·a. Realityand 'rv B""UI~ " ,, "If'~b g" I It' rall~ :.(C all illl' I'"rl '''0 co",l~nl ,,,minden 01 Ih.1 GM c~f. Th ei, 01 1948 w~' cho.. n Ih,0"9h ~ Il· ... u l tonle.' Miss Hornung WFIL.TV. with m"ny O,,~l.c, Cily qirh Chevrolet girls clc>lh~, "'0 up"ci.Uy TV·deoi9ned by M •. John " BEFO RE A MODEL BECOMES ELIGIBLE TO TV, RUN FO R " MISS RHE INGOLO" SH E RU N S GAMUT OF ELIMINATION COMMITTEE \'rw Y.. rl. or Chi\'a~(l, Uf I)"IIH'L o r call1pal;':11 thaI ha~ li[",,] Li.·ll1naJlll prriotl: San Fra ll\' i ~, ' ", 111 fad, \OIII~ 1111' l'lt'~i , 111'1 '\,('1'1 "," frulll a I'J iH ,.,all,,., rail]" "f I'",~. ( '~.l dl' nllal a 11l1 Il w \('11 \ u"k Stair I!lllwr' l.'l lh lla liollall) a lHI ::t h l'I('(l II ~ i ll \('11 \'"" IIOJa ~~O"H~ nalorial ('1('f'lion~ ,'all "iaim Uin rr Yurk. [,. a 1') 1'1 llaliol1 a] rail]" of .'l Ilt 11" 1 73!U:1l Ii":, 1I1~.3~1 a('tu al ,,, t. ,~ 11. ;111 "\ l i,.,~ II l1rl ll ): "J,I.'· alld til<' top I'la('1' ill \" '1' York hll'"'' .. 1.1H;,!I;," I"",li>1, .. 1.tlQ.M'1 TI 1f' lI 'rrifi.· 1It" l'dlall,li,.,ill): (11111 1'1'0 111 '" N~ ' ~ aJ ,'~. ~" n ll' ilHli("ali"n of ti l\" rapid I\"~ 1.2I!1,11,; li"l1 thai fa a'.' illC ' I'I'll",il1;:l) I!U1W illt" 1"1,.,,' ill !," puluril ) "f 11 11' "\]j,.,,., In l"il1 ' V",,·, '-,"" ill !UH ".,' rOt Ih~ I hr ".\ I i ,~,., HIIt'ing"ld " l'''III('~ 1 h .. ,o' go],I " COll l(',., 1 ,'a ll ]1(' ,.,,','11 ill Ihe 11 111 11' "" i" IIhh,,,oH' "r li'II, " lo, 1""'11 lilt , ]"r\~ I ' '' II ' ''' "f a 11 1 C l' r halHli,.,il1~ I", .. "f Ioall" ,," ca",1 ill tl", ]'.)n,II)W 1/'J"IISf.' 111(11 10 /'1I 1'f.' .')1) I ..... • I " '~. e 01 Ille Tel. pi. N ...... el end 10c . 1 con'"" ... be,n 9 .pon.o •• d , II 00" u.s. ./\ ..' .. m. ly l . l '9.n j ~ eo l., lor ,II it •• pon.o .. Miss America WCA U_TV p .... nl. d Pllill~ · . f,n,Ii,,, 10 ,. I•• i.w . .. \Vitb thi", i:-~Ilt·. "" Tn'/Id.\ "OIl H.!,. 10 thl' PIII I of i l ~ ii I,, ' H'dl" of n', por1il1~ IlhC'lt, Idl',i~i o l1 i~ ~\l i llt! .1111 1 Ilby . •\ atllralh. tilt ' In 'I1~ 1 ha,. iw('u l " , g ,l~ t · d IJi'ull .1 ,.t'l udllln-\.. 11;1111'1 of 10 I-iti t -· ilml 1;') ,.I,lIioll,.. II II.! iun-l'a-t' h,l- 1"'\'11 (,00',. BiI-l,d IIP'lIl .. ·',.<."I t'dil':- p.1I11'1 of 10 "jlll': .llId ]I) " ;111011-. IIH' rllO"ll ';\-l' hit- IWI'II 260 ', B,t,,!... 1 upou ,1 !w',d'rel,til lldll"1 of 10 "illt'_ , , 1111 19 .. 1.,11011-. the JUCIt-.I 'I· hOi. 111'ell .1 liltl,' .u"n: tv trends Ih .1I1 \'iO ',. TIIi. dot" 1101 IIWit-IIIt' lndu:-lrr i!roldh hilI a l'omp .... ati' c -tud~ III "It it'- Ih.1 1 h.ltl 'I \ 12 I1JOII! h - ago. II lI1e' J- UI"\' . ;.. :Tmdh 011 a Bo.~d upon .h.... u",be, .. t 1"'"9' '''''' .. "d .. n, :- 'H o,ih,' 1111111111'1 uf .. 1;\lioll- ill Ih",p ('ilil'-, '1' 111' '1' \ imhHry IIH·r.;dl noun.t"'tnl, 1"1 ...... by '1"""'"'' .. n tv "0· I .. n ond .ndu .. d by I .. 'ob.... q~ Rep .. , ..." l!l\m lh 11;" IW"II plll"h)IIIl'lhll. \1'1\11111 T \' I,a, ~Tnlltl 1,000 ' (, :'1,1"1'11\(' T~lc. '0" "dot,'i,inq. B",inc .. pl .....d , .... T \ ltd- r l"lIlllI ,')(10 '" 1.11I',d" .... I..il 'IT It .. , 1!1"\I\\1I a li l1 l., ulld" 1 g()()'" "'''n' of Juty 19., ;1 ulcd f .. , .. o.h bOle 11'- ;1 r..',I .•,ti., .lI h"l"ll-ill:':: 1111'.1111111, Illl"illt,,, i~ jlllll ll lllj!. ~d 1II ,lt'l u ,.. II~ all 'lali,,"- .<11' ill Ilu' 11"1. It "IIItld only h,t Pl't,tI lin 1114' ,I iI. " TO TAL " AND TlN ·CIT Y TRENDS BREAKDOWN OF TV BY BUSINESS CATEGORIES H(lWOII{ " , I - 111 1 I. .I I. ,., 1.'" I . N'ulQlUl l '((iIGNU SlU(lIV( HAnaHAl I nGIOHAl nuw"l 111 1 n il ttl 1111 , OJ l I.' L I. lOUl InAIl lOCAl mAIl '" to lil t " " " n, t ., ,. . .I .1 BEA UTY AND TV I rmilillll",f jll/III IIII;!" :;, I Ti le ' " \l i~ ~ Hhl'iu;!"ld " '-() IIt. ·~1 ,~ 111111 a hit! ,ho.d. II :-1.11 1,·,1 ill I'JIO ; . ~ 11 tra, I,· 1'1'''1ll",i''H ~1I11'1. IIII' h .. "ill,·hil.! " f I: ll('ill:':'II,1 I.p. I'hilip I.il"lllllallil :111 01 .1 1 " a,lill ~ lilhopmph,' " I.IH' h.1I1 IIII' IU lriurold hll~i lll"" 'lilt' d"<"\j"u .. f J ill" rllll,.'·IIIHIl P ( I~ ti't· H.ipilml " \ I i~ ~ HI II,'ill;.:"I"" '·"'ak.1 ~lIdl a ~Iir : U IIIIII~ ''''al''I~ ;lUd ,li~lri"l1l(/ .. ~ thai Ih,' I.kl. lIIal/U fi 'lll :11111 it •. 1~"JI' ·I, F,.utr. CUll" ~ Ik ldillg:. hal l' t'lIl/liIlLW,1 Ihl' ",,"1,'·1 a,. •• l'\'II~lIl1lt'r pltllll ... li"l1 "I,'r ·illl"", E I /'r~ .prill;': IU",. ~t'I"ral 1IIIIIIIre',1 III "f,···iullal \"11 YIII I,. IIII " h·l· an' "",·r", ·w·tt" I .. fi'lll Ih,· ·i'l: girl,. III". "ill ("lHflcle a. fill:l l i .~ I ~ ill III(' \1I ;,! 1I,1 IIl lillg. Tlwn . lill' pr"lIlOli"l1 ."uti,ll' ;,:;,O{'. i lll" ad i.m. :-1I1 .. 1 3~ :' lIpph'JII"" I ~ :111.1 IlI ap.lJ.i.,,· • .111' 11"(', 1 I" · 11"" f", ' r -,'" Iur l ,i"l lI ro'~ of Ih, ' ~i;\ 11111,1,,1,;, 1.:lr;;e ,.I n ·allh·T,,. ,.11I!l1 iug lilt' .i" girl,., a:. \\rll ,I, 1,,, 11 ,,1 l'a d~ , b:l ll ,,1 j, .. ,I'''. alld "in' ]"\1 ~ 1a ~ l wr. ill'" , li ~l]"i ll11 l ... 1 hy Lidml:lllll Bn',,,'ril , · \ ia Ih.' r il ) 1'0,11- II,' "ale~II1"'1l :11 11 1 Ill(' {' il ~ k"g ~a l ,o'JII(,II. j !.i,'lullanu Hr. " " ,,.i,·. fi;:ur.·.• til ;" fllr ( O"' r ~ ('u,.I"III.'r \II." l' Il I , ' r ~ ;! ]. b ,·(' Ik ll ,..' ll ~ l :t ll'ill!.:"hl. t"lI III :W 1':I,,-,or.Io > ,.,oe 11 ,1' \Iilhl,.\\ ~ l a~ ]lt' r ol Ihirillll- Itlt' I~ ' r i ll d 1I' 1 1~ 1I tI", ]111 "1 ;.· is ",)ti ,,;,: fill' o " \l i,, ~ HI1(' ill;':; Hld , t ll " II U It ~ frolll " ;l rI ~ \1I ;: u ~1 I" ",Irl, :'I' plrulhr,,. tin' III lt'i ll ll-" ld ~:l I ('~ fllrn ' II Iw"p" ;1 up .0m"" IIII I} {"I' 110(' l"II"'~1. :'.1 ~ u n ' l' · ~· ful 1 1 a ~ I l li~ 1""'11 a~ ;1 ~I°:l r . n llllll i. a. Il d l ;' .• a ~ tl 'Jrt· I , ' nll. l'r" lo ••l i"11 ,. 111 11 1, thai Ill(' ,,;':; "1I1'} al"l 'IIIIIII ,o" ,o, ·ul ino. F r:lIl1,. 1),.J au". " oIK)]" I,. tilt' II ' ,' ,,[ 11 11" l>vi lll."f·-nl" 11 1.III ' r;al fur 1111' " 0111('·1 ill la\{'nl.·. ~I n n' •. 11Inr l,. ('I~. :11,, 1 ol l'l' r (l1I 1 1 "t~ fur HI... ill;:olol a- ,irltlll ll ~ WO' ;. :'illl'l' half IIf Ihal fiO!lIrf' i· !-i " l w l .d t ~ t'II I1 .~i,I", · ,· , 1 I.'r) Ili;.:h f"r f1 <1 i ll l .n f .~: d ,· u~a i! t'. "III h lI"l't'])lilJll 'JI1 II II' ]1.11"1 .,[ Z.).Oil() IU" ·ill!!,, I.! .Iral,·, ,, j,.:1 ,lil CC I iudi"al iull "f II,, · ,:IIi /Ii i) "f I.i,·hm:tllil I: r('IIt'li, ·~· ad I'II]i,'} of A RECORD MADE ALL THE ~li " I,.;II;,t: I" Ihe I H· aut} . I '''l1 h '~ 1 for· MORE REMARKABLE B Y mul:. ~ ,·ar aftt'l" 1 ":11' , THE FACT THAT WOIC HAS '1'\. "a~ a.I.",1I 10,1 II'l' B h ('ill~" l d 1"'0' BEEN TElECASTING FO R "",Ii,, " .lurill" lilt· 11) 1: : IlI'ri",1 .. [ I"t· LESS THAN SIX MONTHS ! ill!.: fur " .\I i~~ IU ,,·ill;.: .. ld .. f I'J I')." Til" fi l"'o ll liuult, f, l l11~ 11,'1,' .. f 1111' .i" ",/1 ... · 1:1111 ;; h~ Ih,· a;:I ' I1 ('~ ( / 'II ~[: al>llil l ~ I O.l)jI() •. II II il'l, , 01l1l .i~1o', 1 IIf illl,'r· omCf ,ie"". "ilh Il le pir!.. 1'111- a ~I )...''I ·" I/tl 4\ t . 50th n . .h;I'·"IIlli.1I1 e",1I1I1('fI·i;.1 ill .,hi.. h II", oI [ ' :' ~ :' SfUOIO$ ,·., riOIl_ Itlll'ill).!,)I.1 p a(,I,.;It!'·~ panll!t',J 510 W.57th Sf. O HIW YOaK p a~ 1 a reli. \\ ill ;': .1(\11 (1. TI'('I ''''r ~ CBS -MBS Television Networ ks IIlJHO!.!"'" ..... UU ... V Hn~ • • 1161 ,Ii l".''] I :{ l inw~ ('al·11 (,n f"lIl" \t·" York C H A NNEl 9 , WASH I NGTON , 0 , c . 20 JUNE 1949 59 1\ ~tilti"l1~ 1\\ \!lII. \\ 1'1\" \\t n:- , 1'1:1\.'.1 til Illilkill).! lilt' la·, .. \Ii~. Hlwill Ihat had IJIlI IWi'1I IIr£'rc ,",·foft'. T" Ih(' '1 \. llild \\ Ji','J"\ 1 ~" tlwt tll"«' 1\I'lI' ;.:"Id" l'I"l'\i,," 11 lC" '1I 1'('('~ - Ihal il \\:1'" I,a_i, ' fo rlllUl a ,,[ a~~",:ialill;:: l{hcill).!"I.1 li,tllaHI 1\\" Hh('ill!!"I,] t..\,·'·n~l~ "I"r~ 1",,, ,·ln. 1),'lal1l' (1.101.·: " 1 JI!"I"~,"mll~ in :I di).! lIifil·t1 Jll 00 SPONSOR l'hihul"ll'ili;t p,,!'cr,., \IIlt'1! fl'-" "1',1(" I!'~I i' lIl h',f 11(, 11 f""11I II,., ~I : lt t. '1'111' " .' an ' ~l' ''II , ,,rill~ 11 11 (' " f \\a~ "lla~j!(',1 ill I III' fenlll,'- 1m!!"", l 'HI. fi,,'1 ""'I'!.. "f I" til'l! 1,lnl'" 1' 111 "'1 I,~ tilt' 1''' lJt. ' ~lanl ~ , " ,10' " f " tlr J1t'i~ b , au.1 II,,' Ilt'i;,:III",rl".ud puhlinlli"u,. ill mail·in HI"',., or h~ 10,,11,,1 1"J\ l' ~ pial 1'(1 loullwo,1 g i,I~ . , nl1l l \\ C \\ ,1111 ,III "f ]'hilacil·1 phia r:1I1 I"II;!; ,.[uri,.,. \'-'"Il ill Clli "a~" 1!I\"fll~1 hl't!lI;:llI ill 1I1"1l' "Ill flil ' ll 1]"flIUII!,! f~ ~' I :- HUll IhUI il~ heatH I ' , , , H" wilt 1,,11 you 01 11 10 17 yeo ..."((,, ..1,,1 ,.pe';enc" wilh eonl"".1 fBrlll"l" of u ;; ill ~ l"l',,1 1:11";,1 od.".ti.ing Cln Ihi ••Io lion , , ' first CI. monClg •• 01 0 Columbu. ! hll"I ·I~' r. m" b. i,,/! 'lIft' I,. j:1'1 U ~il!"I'!l d"po.,,,,,,n~ .10'" ond nOW o. heod 01 hi. OWn bu.in"II, H" .oy., "w" r'nd IhCl I 0 .moll bu.;n... 20 JUNE 1949 ., , a, _ ____ ;L ~" Il' I ;!I1l1wdiakh ~'111 (lUI SPONSOR IDENTIFICATION I COlltill!let{ /rolll I'ngc ,1 ~) Ihe Ilh'lr"JlI\1i~ rllll ,,1lt'a.J o f IIII' 11:1' lifHla! rmlio 51 fig:urcs. ' Th\'rc ar~' 5pc.: ifie rules :111.1 I'('gu' ion:> cnlcrillf1, I'r,,;':f allb olol ai nillg -- !at lu ~ h illenlifieali "ll fi;.:ur c.:'. The tllp I'ro)!:r:UHS an:ragc :;<) ~: hight'r ill audio Start out from Nashville in any direction. elll'c ratillg titan all ~h"w~. T IH'~' arc Stop at stores of all kinds anywhere lllo,..llr n lrielY ur ,lI uli('II(,(" I",rlicil'a. along the -line, for hundreds of miles 11011 ICJu ir.) program~. Thr~ I'II,..t , nil along the radius, Check the inventories an al'cragl". 2,'; m"ri' Ihall tIther pro· against the list of WSM sponsors, and p:rams till Ihe air. They han' ht'l'll illl Ihe :Iir IIIit-C a_~ 101lg. a ~ lIlt" :lI t'r the over-the-counter movement of WSM· :tgt' program, They u~e (,O' , 111 0re advertised goods. That will tell you the prv(lut'l Inelll i tJll~ .Iuriug a J,r..a, l ca~t. story of this station that helps sell to, '1'llI'y dl~lriJ,ul(' the l'I' 20 JUNE 1949 63 GALLAHER SUSPENSE ,( fIIllillllt·" jrfllll ""F" :!'J I Irnlllill/I('d J/ I'd, I, , .. lo'''U'I).!,·t~ "",\1,-, 01' ·1: I,) n'''~''I1~ lor II ... ir ~11"',·,~ "ilh da~lilll i' \\llh (,"",,' 1"'III1II11UII("-, ,.·,·.,rdiIlO!' "f " ') IIU'1I li~I"II< ' I',.. 1 \ ~ ~. IIltl 11 ,. II .. • \"1' 'MIIl<" hall,l· "f til<' ,1.,\. ', h,·,,· III',,· i.I' ·lI tir... :,I',," .,[ all di"lI 20 JUNE 1949 65 l,uildiul-! 1" :1 ,htI · lwu ~ . · 1. 111t'1l l'i,·l..i":f r(,\.,:tI .. d -nnll' ~if!l1lfi, ' atll filt,li));.:'" 11'" l!p "I :l1 pld,·d Ill(' ~I''' ~' ha,1 oJ] li~ I {'llI'r "lIj", m"lIt "f 11", "llli,,' ,'> '!-II'NI ' /' ""111 l",f"I< ' II... l,allO'l -llII\\. '1'1 .. - pattel !'hol\l" 1. fllr f Ull' Ihi1t~. :!;.:,tin ill \Inn'h. I') I:;' for IIH' fonrll, Ihat thr 1lf'~1 pl:1t"<" f"r Ill<' ,·011111Ir,,·111 1. lillu. TI,i_ 1t",.1 I\,,~ lIwd,· ",p"l'iflnt l l~ 'I[)I'(' Ihp ~l o rl \111~ ~l'ri .... li ll"'f·" Th" T<'x.l\ ItJ" )::~ H, '\r11~nca'~ ,c:r<'''I<:\1 'H~I<'''' acr, (or rll~n)' rears ~ I.l'~ o( ,adl<', ~'r<'e n a nd V. S. BECKER u,'g", nn w .lre s • .trflng Ul ,heir PRODUCTIONS uwn lei"" 1~lon ) huw un CBS· Directory Rates P'od'J<~" 01 le/u .. ,O" pock t,,~ Angeli'S Tornes station and 'od,o Dge .h".... Rcp'ean/o"g ,,,'~n' 01 d" KTTV "a, h Monday c,ening. ',,,cI,,,,, on request The T cx.H Ibn,c:",s rr.lnKrip· 562-51h Ayc.. New Yo.. l".embe'g 2 'O~ O I;ons, ll H' ll!l" ,,·u.el ,,( "~tlllns (,um ,n .'" ,n ">'1$1 . h;\\' c ac h.c'·c,1 11 " "pcr .•• in.c:s .,s high a\ 27 .-1 . A,I"crth" rs .,n AR TH UR 6. CHU RC H ',,,d,,,,;o,," KANSAS CITY 6. MISSOUR I 66 SPO NSO R I",'n "f III(' i,l .. a. • in c!' 110 ' :1O II "lli,,1'1' Ih al p'U ... I IlIl'lIllu' I' f,, 1t tlll'\ "" " - "i,, I" II .... 1.. ", a. ,I "llUlc JllrI tu til" ,-nill' IJa,I '~ u ;!ge ~l t, .l l h !' \\ i.l" u ~ " of dialn;! IIl ' !rl,,:-l iug" all, 1 -·fit t.,,[ 1,.-11 ililo Ill<' III(' r('iuJ:- ill !,'lrti.ular. alld to l,a' 20 JU NE 1949 .7 hi;:lwr "" ti ll' thinl · \11 11' d la ll il "a~ MR. SPONSOR ASKS "r k .. lilalil ) ami "uH:ul ' ill~ ~l!)t('ri , "II tilt' fir~t. I1TII I. hili 1111' ... · 1 ,1o",~ halt· IlIIrl. F\I. \. a tt-liit. IIII' cI; :II "f:II" "" l1I l1wr· "hidl ·huIII,1 I ro l1~ ~jl" ' 1' hal l' 1... 1'11 I';.d· 11 11 th,' 111'1""1]" lad,,, \,'r.i"l1 "f ha~I', 1 1111 tl li- ]1 1' ;'" il'll·. Il ul -l ill Ih,"1' 11\1' ,1"lIIiJL;IlIl .~.I '· III II( ,Hlr .. 1 Ilr"".!- 'I/.'Iw" , ,· h.I\" ·1011";[ Ilwp,. 1110' jill ;: I," i~ ;. 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(,O'rr 10 and lUllt an l.~ut .. ill rtn.ain do.f' al hand ror a lonl; co\(' r, imprr .~r d nlr .' II.,-inl; brrn pN:p.rrd ror mr and ",r alonr," E. r. J. Shurk" C, E, Hoopn fr('(' &; I>r lru C. .:. llooprr, In('. " Thr july iUllr of srO:--:SQH il • I.nO<'koul," "On mr Irip 10 Chi('~r::o I u o('d ,'our Spon.or Chr('k Li.1 1I0 .... rd'l'ril:h (Julr i . ~,,(') 10 ~f' ho ..' ,,(' "rrf' do;nl;:' J. Walt('t Thompson Co. j Ot 1..f' 1T Ad.m l ilts ,. , "u r::ra,irird 10 nolif(' IIt(' terrific amounl of Jpa('t Ihal ),OU de,olrd 10 .pOI broadUII ;njl; in Iht fall Fat'll "Your july fafU i""f' i. Ihe brl! onr of ant Iradr h ~ "r , •• "'_ plea.injl; 10 6(, .. an indullrt pap.f'r of pllpn al ant ont limt. \'ou duf''''" "('artt conl;ra",la ' Mandin!: bar" up our .IOrt ... i11t hrll," lion~. I <'lin u.r • ('oupl(' (' • .,a ('oplu." II, C. Wildf'r Wrllt H. 8"n.. 1\ Jr. WS\'U John 81air lit Companr 'I I OUT fB JUL Y - Adved;s;ng Forms Clo se 1 J u l y 1949 ~, r • • • ' .. , I " r r Last year 167 ,new -,;;;- (55 ohhJm local) joi ' SWi i1g to WHB. Morel I-= "'''!EA!;URE'. PRIMARY COVERAGE ' d I , I "O.Sm'l/ m" G- Ity a vc rtlscrs now u "r,-- - --~...j • WHB than all other stations " ' . I . I I • • L_1... --- -r.combined.ln onc year (1948), I ' , r 1 I I I WHB il\crcAscd' its pow ~ ( ten , " d l' ,r tllllCS'_"'"recclvc ._ 11 '70 l~lo r c ':L-.' f'\ mail. J. added to its coveragc - area 89\ newl countiI es"-- in thrcc-r r - - t states, with a potential of two , . I ~ a n d a ha jf" m i l lio nn cw DON OA,VIS, . JOHN T. SCHILliNG, ,C. n. "" '. listene rs. I,\. MUTUAL NETWORK' 7 1 r _, - I "'" I ~ '-v1--1 r-- I Scanned from the collections of The Library of Congress AIiDlo-VlSlJAl.CONSERVATlON or"" UIIIW Packard Campus for Audio Visual Conservation www.loc.gov/avconservation Motion Picture and Television Reading Room WINW .Ioc.govlrr/mopic Recorded Sound Reference Center www.loc.gov/rrlrecord This file including all text and images are from scans of a private personal collection and have been scanned for archival and research purposes. This file may be freely distributed. but not sold on ebay or on any commercial sites. catalogs. booths or kiosks. either as reprints or by electronic methods. This file may be downloaded without charge from the Radio Researchers Group website at http://www.otrr.org/ Please help in the preservation of old time radio by supporting legitimate organizations who strive to preserve and restore the programs and related information.