July 12, 1948 A Continuing Study of Major Radio Markets NG BROA TId y.N. Th. Weekly J ECASTINC Study No. 3 Philadelphia

-Wrd oi a S'eriel WHAT'S NEW IN TELEVISION ? Take a Look at WPTZ

In the Merry, Merry Month of May.. . 52 ADVERTISERS on WPTZ When 52 experienced, "show -me" adver- projection equipment, two -way relay to New York tisers buy time on this one Philadelphia for NBC network origination -just to name a few. television station they must have had more Or knowing how to use these facilities. Nine years of compelling reasons than just a desire to get actual television station operation coupled with Philco's sixteen years of active television experi- on the TV bandwagon. ence have produced at WPTZ what many consider It could be coverage. With WPTZ's new antenna to be the best trained, professional staff and crews system topping downtown Philadelphia by almost in the business! a thousand feet, the Philco station reaches out Or maybe it's the alacrity with which the boys in roughly 50 miles to offer television service to the commercial department will tell you what WPTZ 3,306,000 people! Here is one of the nation's fast- and the Philadelphia television audience have to est growing television audiences, already second offer you and your clients. Drop us a note or, better largest (42,000 receivers) in the country. yet, phone- Or facilities perhaps ... WPTZ's well equipped PHILCO TELEVISION BROADCASTING CORPORATION studio, three complete mobile units, art and scene Architects' Building, Philadelphia 3, Pa. shop, film production crew, 16mm and 35mm Telephone: LOcust 4 -2244

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TELEVISION AFFILIAT E WPTZ FIRST IN TELEVISION IN PHILADELPHIA

BROADCASTING Telecasting Page 2 July 12, 1948 The Third of a Series

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By HERMAN BRANDSCH AIN a manufacturing and distributing cards with those in other cities PHILADELPHIA has been called the nation's third market, center. Immense quantities of raw shows how low are these rates. "The Workshop of the World," "The City of Homes" -and materials are at hand. Remembering that Philadelphia's such less complimentary descriptives as "Corrupt and Con- Within Pennsylvania alone are listening audience is estimated up tented." the nation's leading production to 10,000,000 persons in Eastern There are scores of other pat similar areas. But it is important, centers of coal, coal tar, pig iron, Pennsylvania, New Jersey, Dela- phrases about Philadelphia. The in making a true evaluation of the steel, ferrous alloys, cobalt, sand, ware and Maryland's Eastern validity of many of these phrases bargain rates to consider the eco- stone, slate, lead pigments and Shore, with an annual buying is not to be discounted. They tell nomics of the market. sulphuric acid. The city of Phila- power of 10 billion dollars, it is a sponsor much about the city - Such an analysis reveals: delphia alone boasts 5,000 indus- startling to contrast the rates of but not enough about the city Philadelphia is America's trial establishments, and adjacent its powerful stations -both AM whose annual radio billings reach third city, producing about 4% of counties add another 1,000. Four and TV -with those in other areas. the five million mark. the country's manufactured goods. out of every five types of manu- KYW Philadelphia, 50 kw West- What a sponsor needs to know In its metropolitan area are facturing common to the American inghouse station, for example, most of all, Philadelphians say, is close to four million people, industrial scene are to be found charges $500 an hour for Class this little appreciated fact: Phila- with an estimated 10 million in there. Annual production of such A time, as does the 50 kw WCAU, delphia is an unparallelled bargain the listening area. Within a 100 - industries is estimated at about owned by the Bulletin. rate radio town. Few markets any- mile radius, which includes New four billion dollars. This $500 an hour figure com- where can offer a radio sponsor York City, is an area containing pares with $650 an hour charged more for his money. 18,000,000 people and the greatest Quaker City Stands High by KNX Los Angeles, $575 by There are two reasons for this: market in the world; these people As Cultural Center KMOX in St. Louis, $560 by WBZ First, time rates are astonishingly have a per capita spendable in- All this indicates a great metro- Boston. And throughout the coun- low. Second, regardless of rates, come rated at 70% greater than politan center, economically. Cul- try, many stations with less power, quantity and quality of prospec- the remainder of the country. turally, the city has few equals, reaching fewer listeners than even tive purchasers are high. Of the nation's ten largest with high standing as an educa- the smaller Philadelphia stations, An advertiser seeking to enter industrial areas, Greater Phila- tional, medical, scientific, literary, charge more for time. WPEN, for the airwaves of the Philadelphia delphia has the highest percentage religious, music and art center. example, which claims to deliver market has at his disposal the fa- of owner- occupied dwellings, about All in all, it is an area a radio more listeners per dollar spent cilities and brains of large radio 15% above the average for such sponsor should find profitable, even than any other station in Phila- organizations -and at rates which districts. if its stations did not offer low time delphia, charges but $150 an hour are low when compared to other It is strategically located as rates. A quick comparison of rate (Continued on page 4) BROADCASTING Telecasting July 12, 1948 Page 3 Philadelphia retail chain. At one time, Wana- maker department store owned (Continued from page 3) WOO, a license since withdrawn. Much has been made for 5 kw of the re- its facilities. Oddly, tail many station executives seem un- background of the operators of Philadelphia aware of this peculiarity of their radio stations. The own market. charge often has been leveled that radio was just a sideline, and there- Gordon Gray, sales manager of PENNSYLVANIA fore was Philadelphia, held back. There seems WIP and Benedict little to justify the charge. Gimbel Jr., station president, are among Philadelphia station execu- Reading Radio's Start in Twenties tives who have been selling spon- N. J. Was Inauspicious sors on the viewpoint PHILADELPHIA that "any Harrisburg When radio radio buy in Philadelphia is a good started going com- buy." mercial in the early twenties, there Camden were few who knew much about it. 'Competitive factors keep the The pioneers in new field price Wilmington the al- tags on radio time low. Per- most of necessity had to come from haps as good a reason as any is other businesses. And the men from that Philadelphia has been a big ThM D. Baltimore the retail business brought to radio printed -word town since the days a business sense. A big boost to of Ben Franklin. Newspaper rates Philadelphia radio came in 1924, have been low and radio has com- ;Woehington when the Levys, Dr. Leon Levy, peted with them. a dentist, and his brother, I. D. In latter years, however, it seems VA. Levy, a lawyer, bought WCAU for more probable that radio rates $25,000. At that time WCAU didn't have been kept down merely even bother to broadcast Saturday through competitive factors among nights, for Philadelphians, conser- stations. Newspapers seem able to vative though they be, had more raise advertising rates and circu- exciting pastimes than radio. But lation prices with what takes on the Levys entered the Philadelphia the appearance of unanimity, but radio scene with the determination manufactur- in 1922 when no less five of the fiercer competition among sta- cilities are large radio than of making WCAU a separate busi- AM now on the tions seems to have prevented any ing plants which make Philadel- the nine stations ness and an outstanding radio-minded. Much of the threw out roots in one form or station. concerted action. phians air This had a salutary effect in radio born another. They were WCAU, If Philadelphia is a bargain ra- of the world has been local radio, and put a $6,000,000 dio; town, is the purchase of time in the workshops of the area. In WDAS, WFIL, WHAT and WIP. was founded price tag on the station when it there really a cheap buy-or, like the Quaker City are the plants of A sixth outlet, KYW, was purchased the the year before in Chicago, but by Bulletin a so many bargains, does the prod- Philco, boasting the longest TV year ago. production lines in the world, and moved to Philadelphia in 1934. uct delivered turn out to be on the In 1934 another River, in WIBG and WTEL were started in big boost came shoddy side? The local reply to this across the Delaware with the transfer of KYW from Camden, RCA shops, 1925, WPEN in 1929. A tenth, question, of course, is that Phila- the Victor Chicago to the Quaker KYW, in electronics WJMJ, is locked in litigation and City. delphia radio is truly a bargain. producing everything one of the bright stars in the needed by the industry. has yet to broadcast. Westinghouse chain, Philadelphia's Radio Row The fact that the industry has for a time WIP Started shared studio space with WCAU. is grown in Philadelphia's own back Concentrated In Gimbel's Store Now, however, the 50 kw stations yard, so to speak, has had a pro- Radio -to -back in facilities in the Quaker found effect on radio in the Quaker Much of early Philadelphia ra- are situated back their largely located City are in a strip, City. Those who forget this should dio was tied up with retail mer- own modern buildings, constructed two blocks by eight blocks, north watch the influence of local TV chandising. WIP, for example, especially for radio. and south between Market and manufacturing on the growth of began broadcasting in the Gimbel With purchase of WCAU by the Walnut Streets and east and west television in Philadelphia. department store, is still under Bulletin last year, it would appear between Ninth and 17th. In that Gimbel leadership, and maintains that WCAU was transferring WPTZ strip, which contains the city's a Pioneer offices and studios in the Gimbel much of its attention from its nat- shopping center, is a radio row In Television building. WFIL, a merger of WFI ural AM rival to rivalry with worth an estimated $20,000,000 to Philco's experimental telecasts and WLIT, had its origin in the WFIL, a 5 kw station. Under An- $25,000,000- containing all the led to commercial operation of Lit Brothers and Strawbridge & nenberg management, WFIL has AM, FM, facsimile and TV stu- WPTZ, which last year was among Clothier department stores. It now poured $2,000,000 into its AM, FM, dios in the city except the AM the country's leaders in the num- is owned by a newspaper, The TV and facsimile development. WTEL and the television head- ber of television hours on the air Philadelphia Inquirer. The rivalry between WFIL and quarters of WFIL -TV. WTEL is and sponsored. Philco and RCA Bonwit Teller store formerly WCAU is some comfort to Phila- 41 miles north of the city's center have introduced receiver models in was licensee of WHAT, a station delphia's radio row. WCAU and while WFIL -TV is housed in quar- the area, have used the section to now owned by William Banks, a WFIL, the newspaper -owned sta- ters three miles west. In the strip test repair and maintenance pro- veteran career man in radio. tions, are regarded by the rest of are the headquarters of Westing- grams, and have made it second WPEN, founded in 1925, is a re- Philadelphia radio as having an house Radio Stations Inc., operator only to New York in television. version to a former type of own- unfair advantage in being able to of the Westinghouse radio chain. Commercial radio itself got off ership, in that it was purchased publicize their activities through Added to these broadcasting fa- to a big start in the Quaker City last year by Sun Ray Drug Stores, (Continued on page 6)

Benedict Gimbel Jr. Edward D. Clery Roger Clipp Robert White Leslie Joy Dr. Leon Levy Edward C. Obrist Wm. A. Bank Gen. Mgr., WIP Gen. Mgr., WIBG Gen. Mgr., WFIL Gen. Mgr., KYW Mgr., WDAS Pres., WCAU Mgr., WPEN Owner, WHAT

Page 4 July 12, 1948 BROADCASTING Telecasting SOMETHING

NEW

all the time!

THINGS KEEP MOVING in the KYW program depart- ment! Old, established KYW shows seldom pass through a season without new twists, new angles, new patterns. And new shows .. custom -built for local and spot advertisers .. keep attracting new listeners to KYW. Whatever your plans, whatever your product .. KYW can fashion a program to suit. And whether PHILADELPHIA'S NBC AFFILIATE it's a Variety Show, a Musical, a Sports Program, 50,000 WATTS or a Kid Show .. you can be sure it will be kept fresh, stimulating, sales- productive. Our writers, producers, arrangers, actors, and announcers are fully conscious that good shows mean increased sales for the sponsor.

WESTINGHOUSE RADIO STATIONS Inc WBZ WBZA KDKA WOWO KEX KYW WBZ-TV

National Representatives, NBC Spot Sales- Except for KEX For KEX, Free & Peters

BROADCASTING Telecasting July 12, 1948 Page 5 Philadelphia The area is a powerful unit, hut What this.means to a sponsor is Philadelphia has two other kinds to an advertiser, the important significant. It means that the aver- of markets important to a spon- (Continued Iroui page 4) inquiry is into the nature of the age Philadelphian must have many sor-a very rich suburban market their parent newspapers. Philadelphian as a buyer of spon- extras to furnish his additional and a considerable farm market. Television is rapidly becoming a sors' products. In summary, it can rooms, bringing additional sales. The rich suburban market in- powerful force in the Quaker City. be said that the average Philadel- And Philadelphians are buying cludes communities such as Ard- In fact, it can be said that Phila- phian is conservative but a big to improve their homes. A census more, Merion, Upper Darby, and delphia television, collectively, this buyer. Potentially, he is an even Bureau sampling survey in 1947 the like. Many such communities year nailed down the biggest spon- greater buyer. showed only 6% of ordinary dwell- are actually closer to city center sorship deal in history -the two His income is high. In April, if ing units in the city needing ma- than some of the remoter parts of national political conventions. It he was an average wage earner, jor repairs as against 8% in 1940. the city-and many are among the is accepted fact that the city was he made $54.57 weekly, according There seems every reason to be- nation's outstanding class markets. selected because of its television to Federal Reserve Bank figures. lieve that Philadelphia will con- The big farm audience is anoth- facilities. That's $5.10 more than he made tinue to be the city of homes, and er plus quantity stations in the the year before, more than double its citizens potentially big buyers. area can offer. Few metropolitan the Philco station, WPTZ, WFIL- what he made in 1939, when he For 5,000 homes annually have stations in the country go in so TV, the Philadelphia Inquirer sta- took home $24.95 and almost double been built in the city since 1896, strongly for farm programs. Phila- tion, and WCAU-TV, the Phila- his $27.90 earnings in 1929. and homebuilding, which dropped outlets send farm edi- delphia Bulletin delphia their station, are at tors to county and state farm fairs, present commercially operating for have them broadcast from farms, an estimated 40,000 television re- give lengthy crop, market and ceivers and 200,000 viewers-with Class A time per hour weather reports. the audience still growing phe- The farm areas are not remote nomenally. Although WFIL and 55001 from the big city, although many WCAU have been telecasting but Philadelphia a Philadelphian never sees a field a short time, they have made rapid from year's beginning to year's progress. WPTZ, started as end. From the three -story statue W3XE in 1932, is now a full - of William Penn, who stands atop grown TV station with a long the 547 -foot high tower of City list of "firsts" in television. Boston $560 Hall, it is possible to see many In 1947, WPTZ was on the air of the hundreds of farms in the 1,458 hours of program time, one - immediate area, including one third of which was NBC network which is regarded as the largest brought in over Philco's own ra- truck farm east of the Mississippi. dio relay system. Additionally, St. Louis $575 I Value of farms in industrial Penn- 1,530 hours of test charts were sylvania is exceptionally high. broadcast. Much is known of the habits of Successes of WPTZ on behalf of the Philadelphia radio listener. A sponsors have been many. Some consumer analysis made in 1947 examples: Six budget programs for Los Angeles $650 1 by the Bulletin not only shows the Max Rusoff, furrier, brought in Philadelphian as a house -owning $24,505 worth of direct sales. individual, but as a family man Handy Man program sponsored with definite habits. It shows him by Gimbels department store has Hourly Cost of Radio Time as a member of a family whose sold the store out of stock on fea- average size is four persons, and tured articles week after week. there are six chances out of ten He is a spender -but he spends to a low of 170 in the war year of that the family has children under On a non -commercial program, Total retail sales in 1944, 5,180 in 1947, pretty wisely. was back to 18. Barr jewelry store appeared as a the area amounted to 4 billions with 1948 appearing to be an even guest and described a book on dia- of dollars in 1946- nearly $2,900 better year. Every Third Philadelphian monds; 250 women came to Barr's per family, or $400 more than the This is no mean building rec- Is a Car Owner stores to get the book and 150 national average. His income as a others sent letters requesting it. ord in an area where union Every third Philadelphia family family man, after taxes during scales call for $110 weekly for head owns an automobile, which he All Three Can Claim that period, amounted to $3,650, ap- bricklayers, $100 for roofers, has serviced at an independent sta- Video Successes proximately $200 above the na- plumbers and steamfitters, $95 for tion, but his preference in gaso- tional average. Retail sales in the electricians and $90 for carpenters, line is for Atlantic, product of one The two other TV stations in area hit an all -time high last De- stone masons, lathers and floor fin- Philadelphia have their success of the biggest timebuyers of sports cember of 460 on the Reserve Bank ishers -with many builders paying programs in the world. He buys his stories, too, despite their short time index. The average for '47 was above union scales to attract labor. on the air. family groceries at a chain store, 261.4 and the average for '46 was The toward expansion of is put- The trend but the independent grocer FM picture in Philadelphia 235.4. This index is based on the home ownership is accompanied by ting up a good enough fight to get is at present uncertain, with only 1935 -1939 daily average of 100. a trend toward factory expansion. about 37% of Philadelphians to two stations actually quoting rates The retail sales figure in 1939 was Since the end of World War II, patronize him regularly. for time. All on the stations FM 104.1 and in 1929 128.2. $175,000,000 has been spent on in- Among high points of Philadel- at present have AM outlets and The reason the average Phila- dustrial plant expansion in Phila- phia family habits are about 91% all duplicate except KYW, which delphian is a great spender is to at this writing neither delphia. This is a sizable addition use frankfurters, 55% fresh frosted duplicates be found in the way he lives. to an industrial beehive which led foods, ice nor sells time. Other FM stations 97% cream, 71.8% mac- the country in war production be- aroni, noodles, are owned by WCAU, WFIL, WIP Small Percentage spaghetti or 99.4% fore Detroit's auto factories con- fresh milk, and only 76.9% use and WPEN, with WDAS hopeful Live in Apartments of joining the others. verted to military output. But this hot breakfast foods while 89.3% postwar expansion is but a start. use cold breakfast foods. FM, generally, gives AM spon- It is not merely a phrase that sors a free ride to a class audience. "Philadelphia is the City of Thus a sponsor coming into the On the other hand, most Phila- And while Philadelphia stations Homes." No other comparable city Philadelphia area has as prospects delphians buy their drug store thus make no profit out of it, they has as many families living in a huge home -owning population items at an independent rather nonetheless are making prepara- their own homes. The apartment made up of workers occupied in than a chain drug store. Most fam- ticns for FM's eventual commercial- idea did not catch on in Phila- operating one of the world's huge ilies heat their homes by hard coal, ization. KYW, for example, cur- delphia, and this is important in industrial centers. The sponsor also but prefer oil or gas. In 68% of rently is erecting a 245 -foot FM the buying habits of its citizens. has the promise that such a home - the homes are electric toasters, in antenna tower atop the 24 -story Briefly, a 1947 survey showed that owning center will expand and that 70% electric vacuum cleaners, and Architects Building, providing re- Philadelphians live as follows: in the industrial and commercial area in 62% electric washing machines. ception within a 60-mile radius, row houses, 70.5 %; in semi -de- which is its heart already is ex- But one of the most significant while WIP has just installed a tached houses, 13.4 %; in detached panding. He can look for future pieces of household equipment new transmitter. FM figures in houses, 9.5 %; and in apartment and repeat orders as well as for owned by Philadelphians is a radio the plans of other stations, too. houses, 13.4 %. immediate business. (Continued on page 8) Page 6 July 12, 1948 BROADCASTING Telecasting Television

or Radio

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When you're on WCAU, you're in

Philadelphia AM TV FM FAX

C B S A F F I L I A T E THE PHILADELPHIA BULLETIN STATIONS BROADCASTING Telecasting July 12, 1948 Page 7 Philadelphia clients, Supplee -Wills -Jones Mill. Co., is sharing the baseball broad- (Continued from page 6) INCOME RETAIL SALES per family per family casting as co- sponsor with the At- set. The survey reveals that 97.9% lantic Refining Company. We think of families own radio sets. radio does an excellent job in cov- The conclusion is inescapable, ering the Philadelphia area." say Philadelphians, that here is a Philadelphia $ 3,650 $ 2,900 Another agency which has made center of population which iss s t a- a national name fo r itself in radio ble, productive and is equipped to is Clements Co., which was National $ 3,450 2,500 hear a radio selling message. There average founded May 25, 1932 and bought also is much data to indicate that its first radio time the same day - the people have many unsatisfied ...... <' 4rrrii%'" 'virri The Children's Hour over WCAU demands. For example, major re- for Horn & Hardart. In 1947 the pairs or replacements are needed agency bought a half million dol- by 28.3% of the radios, 24.2% of Income & Retail Sales Per Family lars worth of time. the washing machines, 22.4% of Among its radio clients are P. J. vacuum cleaners, by 20.2% of the be said Ritter Co., Hudson Coal Co. of heating equipment, 17% of the that campaigns built Co., Bell Telephone System, Hires, the around have been successful Scranton (Pa.), Campana Sales cooking 16.7% of the radio Sheffield Farms, Electric Compan- ranges, light- hopes Co. for Solitari Lipstick and cake ing fixtures, 15.8% of the refrig- beyond the of sponsors. It ies Advertising Program, Michi- also can be Bell Co., makeup, Ranger Joe Honey Fla- erators, 14.1% of the electric irons, said that Philadelphia gan Telephone Supplee- papers, both dailies and Wills -Jones Milk Co., Clicquot vored Wheat, Hornung Brewing 12.2% of the house roofs, 9.4% of weeklies, often carry so many advertise- Club, Kerr Chickeries, Charms Co., Northwestern National Bank, the water heaters. S. S. White Dental Mfg. Co., Time makes an inviting pic- ments that only a most unusual Candy, and others. This agency, All this ad emerge from now Jewelers, Metropolitan Milk Assn., ture for a sponsor. This does not can the mass and founded in 1869, and occupy- hit its mark. A space buyer whose ing its own 13 -story building on Certified Milk Assn. and Walker - mean, however, that there are not Gordon Laboratory. in market which may campaign is smothered by compe- Washington Square, has offices in factors the tition of space Boston, It claims many firsts in radio, not disturb a sponsor. It is now other buyers in the New York, Detroit, Chi- gigantic dailies of cago, Hollywood, among them the origination of almost half a century since Lin- the area might San Francisco, well try time instead. Honolulu, London. Its radio, tele- singing commercials, the first net- coln Steffens described Philadel- work amateur program, On the question of media, how- vision and public relations depart- and many phia as "corrupt and contented." others. Its radio is Mrs. ever, it would be wise for an ad- ments are directed from New director There still is much in the Phila- Alice vertiser to consult with a local ad- York offices at 30 Rockefeller Clements, wife of I. W. delphia picture that accepts cor- Clements, president of the agency. ruption with little demonstration. vertising man, or with one who Plaza. knows Philadelphia. The area it- Her radio activities are reputed In April, May and June of this N. W. Ayer & Son Program to net her $75,000 yearly. in self has numerous agencies, of year, crime and irregularities Started in 1923 Still another agency making a administration of tax matters came which about 40 can be regarded as name for itself in radio , is Gray to would quite active in radio. Like so many Philadelphia agen- light which have rocked & Rogers, whose total is cies and stations, it has many billing the foundations of many communi- A Philadelphia advertising now over $5,000,000 annually, of ties. But in the Quaker City there counsellor can aid a sponsor im- "firsts" to its credit. It claims the first continuous series of commer- which $200,000 is radio. This were no marches on city council, measurably in fitting a program to agency has had a rapid growth or on the city fathers; no local cial programs.. In 1923 it rec- protest the audience. For Philadel- since modest beginnings in 1927, of consequence. A phia audiences ommended and originated the meetings are different. Much when it started with one sponsor may regard this condition is Eveready Hour for National Car- client - said about the slowness of Phila- itself. Current radio accounts in- as a disturbing factor in the fu- New bon Co., first regular series of delphians by Yorkers. But clude: Bell Telephone Co. Penn- ture health of the city. But the broadcast entertainment and music of Philadelphians are much more sylvania, Diamond Telephone sponsor, looking to sell goods via to be sponsored by an advertiser. State critical than New Yorkers, and Co., Keystone Automobile Club, radio, may well ignore it as having what may be a huge success or Among its claims are the first little immediate relevancy in the Chevrolet Dealers Assn., of Phila- failure elsewhere might have a re- continuity or drama -type program delphia, Southern Iron effort to make cash registers ring designed for broadcasting (1924), States verse experience in the Quaker Roofing Co., Philadelphia Saving as the echo to today's or tomor- first commercial adaptation of a City. Roland Tooke, assistant gen- Fund Society, Fidelity -Philadelphia row's radio program. There is eral manager of WPTZ, Philco full -length play for radio (1925), nothing to show that the Philadel- Trust Co., Sunshine Beer, and television station, says that audi- first commercial adaptation of a others. phian, used to many decades of ence surveys made of TV programs full -length novel, introduction of municipal irregularities, feels in- co- incidentally with similar sur- Eddie Cantor, George Gershwin The Other Agencies secure enough of it be because to veys in New York consistently and The Revelers Quartette to ra- In the Market less of a buyer. show that the New York audience dio (all 1926), and many others. Choice of Medium will rate almost every program 10 James E. Hanna, a vice presi- Edmund H. (Ned) Rogers, firm For Philadelphia to 15 points higher than Phila- dent of Ayer and its radio man- partner, claims no great innova- delphians. ager, stresses that although radio tions for the agency in radio. Dur- Assuming, then, that the adver- The lesson in this is that the has played an important part in ing the war, howevei, it developed tiser decides to come into the Phil- the building of the agency, and an extensive campaign for Bell adelphia he Philadelphian should be ap- market area, may raise proached who knows and although radio billings have been Telephone Co. of Pennsylvania, the question of choice of media. by one understands him. climbing steadily for years, Ayer's using 62 stations consistently for There is no doubt that the tradi- five to shortages As for agencies themselves, has never attempted to build one years explain and tional way to advertise in Phila- media at the expense of another. service difficulties. delphia is via newspapers. An often a Philadelphia advertising NBC As for the use of radio in the Mr. Rogers believes that better report on the city once rated it firm may do a business out of pro- portion to its reputation. Not every Philadelphia market, Mr. Hanna balanced programming can be ob- first in paper, printing and pub- has this to say: tained in Philadelphia bet- lishing. local agency in the city is apt to blow through Many a advertising ter cooperation of agencies and man will its own horn anywhere as near as "We believe radio is one of the sta- say that radio is a good tions. When a station has a block of "supplementary" medium, which is loudly as it toots for a client. Many most effective and economical chan- seem to work almost anonymously. nels of mass communication, high- time to sell, he believes, it is best but faint praise. for the outlet to discuss the situa- One of the best known Phila- ly desirable for certain types of The only answer to this is to be both direct selling and informative tion with an agency to discover found in the tills of advertisers delphia agencies is N. W. Ayer & whether the client would benefit Son, founded in 1869-four years or institutional messages. Our be- who have used radio in the area. lief in its effectiveness for the from that particular time on that Results have been produced and after the Civil War. Its radio bill- particular station. Then a program ing figure is kept confidential but Philadelphia market is witnessed every station in the city can pull can be worked out, a tailor -made it is known that it buys $750,000 by the very large baseball and out case histories to show how a football broadcasting schedules we product that fits the client and small investment annually alone for Atlantic Refin time yielded mag- have operated for more than 12 the listening audience, and in the nificent returns. ing's sports radio and television years in the Philadelphia market long run, the station. As for the value of newspaper program. It also handles the ac- for our client, the Atlantic Re- Philip Klein agency is housed in advertising in the Quaker City - count of U. S. Army and Air fining Company. In addition, this its own colonial building on fash- it is not to be belittled. Yet, it can Force Recruiting, Rexall Drug year another of our Philadelphia (Continued on page 10) Page 8 July 12, 1948 BROADCASTING Telecasting Miller North Broad Storage Company became a WIP client to tell the public of the rebuilding of its fire -razed ware- house. So successful was this campaign, that in the eight years as aWIP sponsor, and without using other radio time or other media, the company has built another warehouse to accommodate in- creased business. It's no burned client who says, "we feel our radio advertising on WIP is just as much a part of our business as our sales department."

r Ph-iladelphia Basic Mutual

Itepresented Nationally by EI) %'AItD VETRI" .t t'O.

BROADCASTING Telr,-astinyz i v rJ. I4.LS P,10,4, i Philadelphia (Continued from page 8) ionable Rittenhouse Square. Mr. Klein, a tousle- haired, boyish look- ing man of 41, has an intense interest in radio and television - in fact, he bought his own tele- vision show to advertise his agen- cy, making it the first agency in the country to sponsor its own television show. He himself em- ceed the show for the fun of it. He founded the agency in 1932 and claims among his other "firsts" the initial purchase of FM time G. Bennett Larson Ernest D. Loveman in Philadelphia, for client Seven - Television Vice -Pres. & Gen. Up Co., and the first purchase of Director, WCAU -TV Mgr., WPTZ television for a member of the New York Stock Exchange, for tive tongue adequately. In 1947 its client, Reynolds & Co. Current- his agency bought $75,000 in time. ly the agency buys time for Frank - No attempt can here be made ford -Unity Assn. (one of the na- to summarize the activities of all tion's biggest independent grocery the agencies in the area, but the store combines), Buten Paint spread of some of them can be Stores, Wilmington Provision Co., seen from a list of the following Lincoln- Mercury Dealers of Phila- agencies and some of their radio delphia, Charter Bank of Phila- accounts: delphia, Crescent Nut & Chocolate Aitken - Kynett Co. - Philips Co. Packing Co. Inc., Stephano Broth- Herbert Ringold, radio director ers, Felton, Sibley & Co., H. C. of the Klein agency, feels the ma- Derby Co., Corkran Hill & Co., jor problem of the agency is to R. M. Hollingshead Corp. create limited-budget local pro- E. L. Brown Adv. -Otto Erlan- grams which can compete with ger Brewery, Hershel Calif. Fruit national programs. Another prob- Products, Frank Locke Shoes, lem is the question of ratings - Frank & Seder. which he feels often do not give Benjamin Eshleman Co. -Com- a true picture of program accept- monwealth of Pennsylvania, De- ance or ability to sell a product. partment of Revenue, Republican He believes that television will State Committee of Pennsylvania, make extensive inroads on AM Republican Central Campaign radio. Committee of Philadelphia. Another agency which has con- Lawrence I. Everling Inc. - cerned itself with television -and Adam Scheidt Brewing Co., M. A. profitably -is the Solis S. Cantor Bruder and Sons Inc., Foster, Mil- Adv. Agency. Although Mr. Can- ler and Bierly, Wilmar Manufac- tor believes radio and television to turing Co. be but a supplementary medium in Harry Feigenbaum Adv. Agency the area, he believes it an essen- -Renuzit Home Products, Yankee tial part of many a rounded cam- Maid Meat Products, King's Wine, paign. His agency is one of the Amerada Cigars, Federal Savings leaders in television and in the & Loan Association of Philadel- last ten months has placed 14 ac- phia, London Dry Bottling Co., counts in the new medium. Among Hardwick & Magee Co., Sam its "firsts" are the placing of the Gorson. first beauty contest on TV and the Lamb, Smith & Keen- Esslin- production of the first live show on ger's Beer, A. C. Roberts Packing Co., Southgate Foods, & Merchandise moves fast when WIBG is the new WCAU -TV station for his Johnston client, Lou Block, Studebaker Holoway Co., Standard Homes Co., the salesman. Why? Because thousands of families dealer. Silver Suds Co., Chalfont -Haddon in this huge market cast their vote for WIBG'S Cantor agency currently also Hall.

buys radio and television for : Julian G. Polock Co. -Kahn & outstanding programming time and entertainment. Ezo Products Co., Shellenburg's, Rosenau, Commonwealth Optical They listen regularly. They listen intently. And Melville Storage, Fred Dannen- Co., Quaker Storage Co. hauer (Admiral Television), Chex, Dan Rivkin Agency-Ismak Rug then they BOY. If it's a responsive audience Land O' Sun Dairies, Versailles Mills, Moskin Clothes, Kaplan's you want, it's WIBG you want! Hotel, Jacques Ferber Furs, Lo- Jewelers, Karl's Juvenile Furni- cust Radio, Frank Rovall and Chap- ture. 10,000 WATTS dial 990 man Shoes. Aiding Mr. Cantor are Ward Wheelock Co.- Campbell Ethyl Foster, a former WCAU Soup Co. staffer and a radio instructor at Wellman Advertising Agency - Temple University, and Robert New Jersey Savings & Loan, City Weiner, account executive. Savings and Loan Association, M. An agency which has bought London, Allinger's Billiard Acad- considerable foreign language pro- emy, Fitzpatrick's, Star Stores, grams is Borrelli Co., for which Keats Motors, Rev. G. E. Lowman, Charles John Borrelli acts as his Rev. Robert Fraser. CAR CARDS own time buyer. Mr. Borrelli, him- These agencies have an array OUTDOOR POSTERS self a station founder, an announc- of broadcasting facilities in Phila- er and time salesman, NEWSPAPERS believes delphia from which to choose. radio is a top medium for reaching These facilities are to be found TRADE PAPERS foreign -language elements, many among the stations, listed alpha- of whom can't read even their na- betically starting on page 14. Page 10 July 12, 1948 BROA DCASTING Telecastin g OA at PEN ?hiladelphia

Ask William G. Rambeau Co. or ask us.

BROADCASTING Telecasting Juli 12. 1948 Page 11 jobs of its sponsors. Station itself The Background and Development has had a loyal following of spon- sors, many of oldtimers having Of Philadelphia's Stations been with the station more than HISTORY six years, with one actually buy- ing time for 22 years. KYW were designed in 1938, when the first building of such size to be Station considers its best pro- structure was built, for a future constructed specifically for radio. grams are the 12- year -old Morn- KYW, 1060 kc, a 50,000 -w NBC television expansion of KYW. Station now is owned by The ing Music Hour and Nocturne, affiliate, has a basic hourly rate Like all Philadelphia stations, Bulletin, whose afternoon news- sustaining shows of classical music, for Class A time of $500 an hour, KYW has numerous outstanding paper has the biggest p.m. circula- each 11/2 hours long. Also it boasts $300 for half an hour. BMB listen- selling jobs to its credit. Reflection tion in United States. Manage- the top- ranking Yiddish news com- ing figures give it 6,278,800 audi- of this is the length of time spon- ment, however, is still in the hands mentator, Nathan Fleisher, whose ence in 1,662,000 radio families in sors stay at KYW. Faso Reporter, of Dr. Leon Levy and his brother, audience is one of the most faithful 44 counties in Pennsylvania, New for example, is in its 11th year I. D. Levy, who are president and in all radio. Another WDAS fea- Jersey and Delaware. According to and Keystone Automobile Club in vice president respectively. Dr. ture is its Million Dollar Floor station estimates, its listening area its 7th year. Spot business and new Levy, a practicing dentist, and his Show, a three -hour production had buying power of $6,662,484,000 business activity are brisk. Public brother, a successful lawyer, ran which uses four announcers to pre- net last year after income taxes, service features are numerous. Sta- a $25,000 property, which the sta- sent records, news every half -hour, and actually spent $4,802,002,000 tion does effective advertising, pro- tion was worth when they bought interviews and sports results. in retail sales. motion and publicity job. it in 1924, up to $6,000,000, which To sell itself, station plugs fu- KYW, born Armistice Day, 1921, Present general manager is Rob- was the sale price in 1946 when tures on own time, uses spotlight claims the distinction of being the ert E. White, veteran of 20 years it was bought by The Record. newspaper ad technique, telephone eighth oldest station in the United with Westinghouse and NBC, who Since The Bulletin purchased the calls at random to plug shows. It States. It is one of the Westing- became manager in January 1947. station in 1947, the value of the regards as its greatest immediate house Radio stations. It opened in problem WCAU broadcasting facilities has un- the puzzle of getting its Chicago with Mary Garden doing doubtedly increased. Now, in addi- 20,000 w FM station in operation. the honors and Walter Evans, WCAU, 1210 kc, 50,000 -w CBS tion to AM and FM, the facilities WFIL president of Westinghouse Radio affiliate, is the only clear in Phila- include TV and facsimile, the TV WFIL, 560 kc, 5000 -w ABC af- Stations Inc., serving as chief delphia. Its Class A rate is $500 alone a considerable investment. operator. hourly, $300 per half hour. The filiate, has a rate of $330 an hour, WCAU programming has such $198 a half hour. Its KYW moved in December 1934, station considers its primary cover- favorites coverage em- as the Horn and Hardart braces virtually all of New shutting down in the "Windy City" age area considerably in excess of sponsored Children's Hour, now in Jer- at 2 a.m. and opening the same 4,000,000 listeners with an effective sey, Southeastern Pennsylvania, its 23rd year, one of the highest- Delaware and the Eastern day at 6:45 a.m., 700 miles away buying power of oVer $4,000,000,- rated weekend Shore and daytime programs of Maryland roughly 13,030 in Philadelphia. Its present quar- 000. Its secondary tertiary in the area, with a sponsor iden- - were to house coverage areas, bring its total pop- square miles. Its half -millivolt line ters built expressly of 100 %. The 10,402,000 with buying tification almost blankets 7,287,205 population. the station. Also headquartered ulation to has frequently extended it- there is Westinghouse Radio Sta- power of $9,571,867,000. station WFIL claims to be the first sta- tions Inc. months ago, The station was the first Colum- self to perform public services. tion in the country to have Only a few Facsimile operation publishes reached WPTZ, the Philco television sta- bia affiliate, joining in 1927. It is the air with AM, FM, TV and fac- news reports daily which are re- tion, leased two floors of the build- housed in its own ten -story struc- simile, "the four -way service." 'ng, taking over quarters which ture on Chestnut St. which was the ceived at local airports and farm Station was purchased Television activities on markets. March 1, 1946 by Walter H. in 1948, started commercially May Annenberg, editor and publisher of already are big time. but The Philadelphia Inquirer, at an Commercial department main- announced price of $1,900,000. tains offices and representatives in in Philadelphia Since that time, more than $2,000; WHAT'S vV -H -A -T New York, Boston, Chicago, Los 000 has been spent Francisco. The on station fa- Angeles and San cilities, including TV and fac- station has always been solid on simile. AM, FM and facsimile fa- reaches the of the 300,886 COLORED audience in and pub- majority advertising, promotion cilities are housed in the Widener WHAT licity. Philadelphia AND vicinity. Building, a center city skyscraper. WDAS TV facilities are now separately housed in a specially WDAS, 1400 kc, 250 w, charges built studio reaches the majority of the 367,000 ITALIAN audience in near the $54 a half hour. Sta- Arena at 46th and Market WHAT $90 an hour, Sts. The Arena, Philadelphia AND vicinity. tion claims 750,000 sets are in its the Madison service area," which os- Square Garden of Philadelphia, is "reliable owned cillates in an irregular 15 -mile cir- by The Inquirer. Location of the TV reaches the majority of the 300,000 JEWISH audience in cular area covering Philadelphia studios has made the WHAT Arena features practically studio, Philadelphia AND vicinity. and contiguous counties. Started in 1922, WDAS last year instead of remote, shows. became one of the properties of WFIL can point to many notable selling achievements for sponsors. also reaches the 1,388,352 native WHITE audience in Phila- William Goldman theatrical organ- WHAT ization, chain in Eastern Pennsyl- Amount of time sold in 1947 aver- delphia with their popular English programs. vania. Leslie W. Joy, formerly man- aged 62.9 %. Currently WFIL has ager of KYW, became the new a backlog of 3500 requests for res- manager, bringing a 64% change ervations to attend Breakfast at' the Click, in spite Write, Phone, Wire for Availabilities in program scheduling, based upon of fact studio a study of opposing programs and audience must pick up 50c tab for vertical- and -lateral block program- coffee and doughnuts. ming system. Station claims listen- Advertising and promotion on er-interest and fan -mail increases the station, as well as trade pub- resulted immediately. licity, are strong points. In addi- Station claims big foreign -lan- tion, the station has the resources guage listenership and at same of The Inquirer behind it. time a big high- income audience, It rushed its television installa- WHAT the latter following due to three tion to completion in record time, 1340 K. hours of classical music broadcast then quickly placed a surprising daily. Station also has its claim in number of good features on the 1505 Walnut Street, Philadelphia, Pa. the ring as originator of (a) the air. It started the Philadelphia disc jockey, and (b) the "club" pro- Inquirer Newsreel of the Air, Phone: Rittenhouse 6 -2058 gram idea. which has already won a national Like other Philadelphia stations, award. It was the first station in it can point to successful selling the area to publish facsimile on Page 12 July 12, 1948 BROADCASTING Telecasting $ 49.47

$ II 27.90 $24.95 i 1\/ Ce.-4.40) tir i4..

"4144.sod 1 1929 1939 1947 i AS

Average Weekly Wage of Philadelphians a daily basis in the format of a entertain them. It also has gone tabloid newspaper, although in heavily for the Negro market, WCAU -TV, The Bulletin service, which in population was over a advertising antedates it by some months in quarter million in 1940 but which sells your regular daily facsimile news serv- is probably greater now. Among ice. Its AM public services are its features for the Negro group, many and last March it won the although it commands a big gen- coveted "du Pont Award" for dis- eral following, are a Negro disc tinguished public service. Members jockey (a staffer) and a Negro of its staff are busy in numerous breakfast show of the audience civic and radio industry affairs. participation variety. Station is message to a large Roger W. Clipp, general manager strong in the Jewish and Italian of all the WFIL stations, is chair- markets, claiming is the latter man of the ABC's planning and more national accounts than any advisory committee, secretary - other Philadelphia outlet. treasurer of BMB. WIBG WHAT Philadelphia audience, WIBG, 990 kc, a 10,000 -w inde- WHAT, 1340 Ice, a 100 -w inde- pendent, charges $285 an hour, a rate pendent split- timer, has of $185 half hour. It claims a a per $90 an hour, $51 half hour. It 5,000,000 audience in an area of claims a listening audience of four "fifty miles surrounding Phila- in a 30 radius. millions -mile delphia." Founded in 1925, it was Its origins go back to 1922, but variously operated until Seaboard although it was previously owned Radio Broadcasting Corp. pur- yet costs you less than a by two newspapers and depart- it in 1939 as a 100 -watter. ment store, it remained for the chased present ownership to make any It claims to be "Philadelphia's notable financial success with it. baseball station," and is strong in Present owner is William A. all sports. It is the local outlet for Banks, who bought it "for the price the Atlantic Refining Co.'s huge of a grocery store" from J. David sports program. Its athletic inter- Stern, former publisher of the de- est is carried over into executive other stations. funct Philadelphia Record. Mr. posts, with John B. Kelly, one- Banks, a former WIP time sales- time Olympic oarsman, chairman man, started a more vigorous for- of the board. eign language and minority groups The station boasts of the faith- policy. To aid him, he has his sis- fulness of its advertisers. It esti- ter Miss Dolly Banks, thus making mates 80% of its advertisers have a team which has worked with ex- been with the station over two ceptional harmony. They are frank years and 50% over five years. Facts and figures prove it. in saying their policy has resulted WIBG does a creditable job of in profits beyond their expecta- backing programs with billboard, tions. Rumor has it that the station car card, newspaper and direct now would not be sold for as high mail and trade paper advertising. as $300,000. They talk of expand- It also sponsors a monthly news- ing their studios along the Walnut paper distributed to all Catholic St. radio row and have a pending high schools in the area. It uses application before the FCC for a show window type of studio on greater power and increased time. Walnut St., on the ground floor of In the effort to build a huge its building, through which pedes- minority group following - and trians can watch an announcer Philadelphia has large foreign off a ma- sta- pull teletype messages born population sections-the and read them and watch tion has tried to advance the in- chine terests of such groups as well as (Continued on page 14) BROADCASTING Telecasting July 12, 1948 Page 13 (Continued from page 18) promotionally with the station. languages -Polish, German, Lith- little expense, some avenues large- interviews as they go on the air. Among its outstanding selling uanian, Greek, Italian, Yiddish, ly untouched by other local sta- One of its major programs is programs is The 950 Club, a two - Ukrainian, Hungarian, Albanian. tions. It has a morning disc jockey Danceland, a record jamboree sold hour record show with two disc Station was started in 1925 by participation program primarily di- on 15- minute participation basis. jockeys. The show runs seven days E. Douglas Hibbs, present pres- rected to the Olney section. Gretz Brewery and Ward Baking a week and is sold out. Another is ident, as WFRE, call letters stand- Station claims over 500 sponsors, Co. are among sponsors who have Juke Box Jury, an original with ing for the company name, Foulk- mostly however, of the spot va- renewed on the program more than WPEN which sponsor Wilbur- rod Engineering Radio Co., and riety, and states that 87 percent four years. One unnamed sponsor Suchard Chocolate Co. liked so Foulkrod itself being taken from of its commercials are repeats. did a $48,000 business attributable much it obtained WPEN permis- a street in the Frankford section It is proudest of its Polish pro- to the program over ten weeks. sion to start similar shows in Pitts- of Philadelphia where Mr. Hibbs gram, which has been on contin- At present, the station is party burgh, Boston and New York. An- lived. The station founder was ra- uously for 17 years. It also is proud for a television other WPEN original, Interna- dio editor of The Bulletin prior to of its sustaining WTEL Music to an application starting the license in conjunction with Daily tional Quiz, which has won two station and a ham in Hall, a record program of classical awards, is not for sale. Philadel- his own right. In 1937 he had the music in the 8:30 to 9 a.m. slot. News, Philadelphia's tabloid, for call letters changed to phia Philharmonic Hour, a classical to WTEL, Station is located in its own the remaining channel be al- record which stood for TELevision. Al- building, located in the city. Edward D. show sponsored by S. Kind with a show window front & Sons, jewelers, and scheduled though only one TV channel re- in North Philadelphia. It boasts Clery is general and commercial mains to be allocated in the Quaker manager. from 9:05 to 10:00 p.m., and com- that its transmitter is closer to the peting with some of the best net- City, the Hibbs family claims it geographic center of Philadelphia WIP work shows, has pulled 200 letters is still looking forward to the day than any other station. On the air WIP, 610 kc, 5,000 -w Mutual a week and a monthly program dis- when it will have its own outlet. 54 hours, it currently, with WHAT, affiliate, charges $390 an hour for tribution of close to 15,000. The station has exploited, with is fighting for fulltime. Class A and $247 per half hour. The Sun Ray management has It claims a listening audience of long been active in various phil- 5,528,600, comprising 1,489,840 ra- anthropic activities. The station Television Outlets dio families spending $4,405,188,- has offered its spot availabil- ities to welfare and public service 000 annually. It boasts that it was WCAU-TV the first station on the air in the organizations free of charge. WFIL-TV itself The station uses newspapers, WCAU -TV, television sister of WFIL -TV on Channel 6, televi- Quaker City and describes WCAU Pioneer Voice." trade papers, brochures and direct and owned by The Bulletin, sion sister of WFIL and owned by as "Philadelphia's charges $200 an hour March 16, 1922 in the mail to sell. for live The Inquirer, charges $300 an hour It started shows, $100 for film. Its hourly Gimbel department store, where it It is no secret that when Sun live and $150 an hour on film. Sta- Ray took over rate is $100 less than the other two tion started on the air commer- first occupied a ten -foot square WPEN from The Philadelphia video Bulletin the station was, in spite outlets, but it cially, September 13, 1947. It is room formerly used for playing is most of a strong community policy, not the recent station on the an ABC affiliate. phonograph records for customers. air, having started regular com- it a highly profitable venture. Sun Built to house it is one of the After a series of expansions, mercial telecasts May 23. Telecast- finally moved in 1935 to the 12th Ray recognizes its immediate prob- most modern television studios in lem is ing on Channel 10, it became CBS' the world. Structure floor of the Gimbel building, where more listeners and more first television affiliate. stands at at a cost of $100,000, air- condi- sales. It can be expected that Sun the Arena, Philadelphia's Madison Ray, a drug chain which grew out Ultra- modern studios have been Square Garden. Latter was bought tioned, acoustically correct studios built in the WCAU building. were built. Currently, the station of the depression, will find a by The Inquirer, partly because of formula. Just prior to going on the air the television potentialities is rebuilding again and is spending regularly, the station had a rush virtual- an estimated $3,000,000. ly in the studios. WTEL of commercial business which gave Station currently sells 128 hours it almost one bunch, First day of WFIL-TV opera- in contracts tions also and 25 minutes of time out of a WTEL, 1340 kc, 250 -w inde- for 650 one -minute announcements. saw it produce the Phil- possible 168 hours, originates '70 pendent split- timer, charges $80 also carried simultaneously, adelphia Inquirer Television News- It the reel, daily percent of its programs and orig- per hour, $40 per half hour first day, the Horn and TV newsreel produced for Hardart by the inates several shows weekly for time. It claims a coverage area of Children's Hour on TV as well as station by its own staff of MBS. It is especially proud of "21 in all directions." From on AM, which seems to cameramen, laboratory men and ed- miles destined The its educational features, its news 60 to 70 percent of its programs be one of the country's outstanding itors. program became the first remotes, its audience-participation are directed to foreign -born ele- shows. Station has coined the word television show to win a National shows and its Uncle WIP children's ments, and currently programs are "Simulcast" for AM and TV broad- Headliners Club award. features. The Uncle WIP features carried in nine different foreign cast. are the original children's pro- WPTZ grams in the United States, ac- WPTZ, on Channel 3, oldest sta- cording to the station. WIP also 97.9% tion in the area and owned by is proud of its many firsts, such Philco Corp., charges $300 an hour as broadcast of the first college RADIO SETS live and $140 an hour on film. Like football game, first complete grand 10 other stations in the area it can opera, and many others. claim an audience of about 40,000 Continously under Gimbel direc- 70% receivers (with the number increas- tion, the present president and gen- ing 6000 monthly) embracing 200,- eral manager is Benedict Gimbel, VACUUM 000 lookers. Jr., colorful in radio nationally. CLEANERS In 1947 the station believes it WIP is currently vying for the programmed more hours than any lone remaining television channel other video outlet in the country. in Philadelphia with WIBG. 68% It started operations in 1932 as ELECTRIC W3XE, began regular telecasts in WPEN 1939 and received TOASTERS a commercial li- WPEN, 950 kc, 5000 -w inde- cense in 1941. When the history of pendent owned by the Sun Ray television is written, WPTZ will Drug Co., charges $150 an hour 62% figure largely in it. Its firsts are for Class A time and $100 per half - P too numerous to mention. hour. It claims a coverage area of WASHING The station, is credited with 1,158,759 radio homes in Eastern MACHINES many notable selling successes for Pennsylvania, Northern Delaware, sponsors. Currently it has 43 spon- Northern Maryland and all South 33% sors and about 50% of its time is Jersey. sponsored. Programming is good The station was purchased by and is two-thirds local, one -third the drug chain in 1947 from The AUTOMOBILES OM NBC net, brought in from New Evening Bulletin. The chain, York on Philco's own relay system. which has 140 of the most modern - Station's studios, after its most type drug- department stores in the recent move, are being set up in the area, is constantly being tied in What Philadelphians Own KYW- Westinghouse building. Page 14 July 12, 1948 BROADCASTING Telecasting 0 0 0

there are 7,287,205 people in WFIL's new 5000 watt daytime coverage area - more than 7,000,000

potential listeners to 1 radio station.

that's 2,586,442 more people than WFIL's 1000 watt signal reached!

which means when you buy a WFIL program

you get A BONUS AREA in which 2,586,442 prospective customers live.

that's why we say

better buy WFIL, a better buy than ever FIL 560 KC Jlfr . ïnf4,404z

NALLY BY THE 'KAU- AGENCY ...

BROADCASTING Telecasting Julr 12, 1,l.yS Pagc 1 i EXPERIENCE PLUS COOPERATION DOES /T!

There's a lot of satisfaction in working with radio engineers who know exactly what they need to get top efficiency from the transmitter. To their specifications Blaw -Knox applies an experience in antenna tower building that dates back to the days of "wireless" ... Together we 4i get results that reflect credit on our mamma::. structural designers and the station's technical experts ... If your plans call for more effective coverage or directional changes we would wel- come an engineering interview at your convenience. BLAW -KNOX DIVISION OF BLAW -KNOX COMPANY 2038 FARMERS BANK BUILDING PITTSBURGH 22, PA.

Blaw -Knox 550' Heavy Duty Type H40 Tower sup- porting a Federal 8 square loop FM antenna 4 74' high. Station WTMJ -FM, Richfield, Wisconsin.