Radio Markets BROADC%ASTING the Television NTELÉICSTING Study No

OCTOBER 4, 1948 A Continuing Study of Major Radio Markets BROADC%ASTING The Television NTELÉICSTING Study No. 6

First for many years in New England radio . . .

already first in New England television . . . and staffed and equipped to stay FIRST the favorite of more listeners than any other MN Boston station/

WHDH is the Favorite Station of More Boston Listeners than Network Station A!*

WHDH is the Favorite Station of More Boston Listeners than Network Station B!*

WHDH is the Favorite Station of More Boston Listeners than Network Station C, Network Station D, and all other stations combined!*

If you are placing your advertising dollars in Boston and New England, "the favorite" is available at the lowest cost per thousand (Compare rates in SRDS). *Special survey made by The Pulse, Inc.

5000 watts

CP 50,000 watts BOSTON Represented nationally by John Blair & Company

Page 2 Boston. October 4, 1948 BROADCASTING Telecasting By J. FRANK BEATTY of a few electronic wings. The stores are big, busy and BOSTON, hub of New England, is famed for culture, colonial This year, radio business in the modern. The hotels are good. Of- Boston metropolitan area, includ- fice facilities are adequate and get- lore, baked beans and circuitous streets. ing a neighboring 60- kilowatter, ting better. Railroads move heavy Fortunately for those interested in earning an honest dol- should exceed $5,500,000. Compe- traffic, though with some incon- lar the city qualifies as one of the nation's principal centers of tition for this sizable take is keen venience due to lack of a union commerce and industry. -very keen. terminal. Even keener is the competition Being a rather steady and loyal For Boston emerges from a critical radio market analysis buyer, the average Bostonian is as a thriving area of 2,500,000 hard-working and high- buying among 100 assorted advertising agencies, including many of nation- hard to sway. Such a trait is humans who last year underwrote a $2,500,000,000 retail wide fame. This competition ap- made -to -order for radio's powerful business. pears to have induced occasional spoken word. Oh, there's culture and history in the city, like the books relaxation of rate practices. Fewer Some of Boston's advertisers just have been slow to adopt the rela- say. But a hundred citizens talk * than 30 agencies place the bulk of surprise many businessmen -only the city's radio business. tively new radio medium, but the over the deft strategies of Billy problem has a number of facets Southworth and Joe McCarthy to five metropolitan areas in the Every buyer of Boston time or U. S. have more people. space must consider the traditional when studied at close range. The every one who critically appraises newspapers still get the bulk o the symphonic attainments of Coupled with this population nature of Yankee citizens, though record is the amazing Massachu- overall shifting of the nation's retail advertising. The local Serge Koussevitsky and Arthur pals are rather on the gaudy in e Fiedler. setts radio ownership figure- populace in recent years has 98.9% saturation, highest percent- greatly diluted Yankee caution and in comparison to the "cautiously The place was baseball crazy conservative" broadcast operations. all summer, and daily the citi- age in the United States, aug- thrift. zens rejoiced or wept as the Red mented by relatively low station As a matter of fact, Bostonians Competition Angles card rates. exceptionally high Sox and Braves won or lost. The not only earn Agency executives point to sev- baseball aspect of the city is im- Distinguished Record pay but they spend well above the the eral important angles in the news- portant in that it bears out what Boston has a distinguished radio average of most cities. When paper-radio competition. They em- all who do business in Boston even- record. Two of its stations belong legendary tales of Yankee thrift phasize that newspapers offer at- tually learn -that Bostonians are to the quarter -century group and and conservatism are boiled down tractive inducements to the adver- loyal and back up their loyalty two more will soon be eligible. The to their essentials, the Boston agency is revealed tiser. For example, an with their pocketbooks. city's list of radio "firsts" is im- buyer and radio listener buyer can telephone a display ad Thus, Boston actually isn't much posing, and its current broadcast as a loyal purchaser whose tastes and the paper's relatively steady. to a newspaper let different from any of the other facilities rate right up with the and habits are staff do the layout, artwork and great metropolitan areas of the finest in the nation. Their man- The "cautious conservatism" tag engraving. The agency thereupon be United States, once its renowned agements can be described in most thus is applicable but it can't clan order a stack of mats and place top layer of culture is penetrated. cases as "cautiously conservative." interpreted as "old- fashioned." the copy regionally or nationally However, it possesses definite The city's radio traditions, no- Boston, as a visitor to 'the area with practically no production cost. characteristics that make it out- ble and daring, are getting a bit quickly learns, is a thoroughly mod- Now comes the frequent bonus- standing to those who dispense of a shaking up as new facilities ern city, with all improvements a nice free reader for the news goods and services via radio and take the air. At this writing there such as subways, wide avenues, columns, effectively pointing up the other media. are 17 AM stations and another in elevated railway, tunnel, conven- paid -for copy, one of many "mer- First of all, Boston is the most the works, along with two TV and ient and large airport, and more chandising aids." The papers densely populated area in the na- many FM outlets. The situation than its share of parks and recrea- tion. Furthermore -and this will may eventually lead to the clipping tion facilities. (Cont'd on Boston 4) BROADCASTING Telecasting October 4, 1948 Boston Page 3 ( Cont'd from Boston 3) The Bay Area tional spot salesmen recognize this, and Boston has a substantial cen- mostly carry free station program ter of station representatives. listings but charge premium rates Boston likes to point out that it for radio -page advertising. is keystone of "the largest con- Since the "extras" of advertising , population community in costs are kept to a minimum, some the United States, possibly in the Bost on advertisers are tough world." Its metropolitan district prospects for a radio salesman (nearly 2,600,000 within 25 -mile anxious to sell a good program radius) is bounded by Lowell -Law- based on careful production and rence-Haverhill to the north, Wor- rehearsal. They just plain don't cester to the west, Providence to want to pay for the higher- priced the southwest and Fall River -New type of locally produced broadcast. Bedford to the south. Include them Offsetting this is the supply of and you get an overall total of co-op and transcribed packages 4,300,000 in- people, the third largest now available, along with avid concentration of population in the terest in sports and news pro- nation, outranked only by New grams. Many of the newscasters, York and Chicago districts. announcers, women's com- sports Separated on the west by only mentators and weather experts the width have and faithful followings. of two small towns is the large 400,000 -population Springfield dis- That's especially true in the case trict. The Boston of the weathermen, somewhat of a Chamber of radio phenomenon. Commerce puts it this way: "Bos- weather ton has more metropolitan districts In Boston they take their in proportion its seriously. What's more, they do to size than any something about it -they listen to other state; and therefore repre- the radio. Two stations have their sents the most highly concentrated own fulltime weather prognostica- market, mile for mile, to be found tors, equipped with all the latest in America." devices. At WEEI, CBS -owned Statistics station, E. B. Rideout has several programs a day. Thousands build As one of the first four or five their daily agendas around his industrial areas, Boston district forecasts and explanations, and plants employ 314,000 wage - businessmen plan their operations earners who are paid nearly $700,- on the scientific predictions he has 000,000 a year. Factory output is been turning out for two decades. figured at $3,500,000,000 by the WCOP has "The Old Salt," State Dept. of Labor & Industries. Ralph M. Barker, who operates a Over half the state's industrial club has as one of its main motives fective Boston radio listening area, wage- earners live in the area. similar service and commands an the joint development of the city's with a population of about 3,500,- eager audience. He and Mr. Ride - Labor -management teamwork is radio standards. 000 from Cape Cod, through south- reflected in U. S. Labor Dept. data out, along with extensive weather The metropolitan area teems ern Hampshire and along the programming at other stations, New showing Massachusetts had the with churches, many of them Maine coast. Within this area are fewest number of "man- days" of eater to those New Englanders The city 922,750 radio homes in which Bos- who the steeped in historic lore. idleness during the last war -year subscribe to popular itself is about 75% Catholic with ton are said to be the axiom: "If you don't like our New stations and first postwar year of any large the Protestant faiths dominating most popular. industrial state, and its pre -war England weather, stick around; many of the outlying areas within Though is natural rivalry it'll change in 15 minutes." there record was the nation's best. the metropolitan limits. This re- among the six New England states, Boston pioneered the industrial Success Stories ligious element is important in Boston is centrally located and relations council movement by programming and copy prepara- considers itself the center of the which business and labor leaders The market is a poor one for the tion. region. Around Boston the popu- hit-and -run radio advertiser, of work out their problems around a Commercially and geographi- lation is most dense. The city is conference which Boston has its share. The table. Founder and di- cally, Bostonians think of their city described as the shopping center of rector of this famed council for of radio success stories, how- array as a three-part area. First there New England. Rail and ocean many years was R i c h a d P. ever, will match of any part of r that is the City of Boston itself, with a lines terminate in the city, which Doherty, now NAB employe- the nation. And the array of fail- 1940 population of about 800,000. also finances a surprising amount employer relations director, who ures by advertisers who take a few Next is Metropolitan or Greater of New England and national en- was an economist at Boston U. radio jabs and fail to follow Boston, comprising 83 cities and terprise. in the early half of the decade. through also is impressive. towns, with a population of 2,350,- New England buys 75% of its Power, fuel and water avail- Boston has not yet become a 520. necessities from the rest of the ability have kept pace with Boston Finally, there is what broad- country and produces vast quan- development. Three rail systems, haven for disc jockeys. Several casters refer to as the normal ef- tities of manufactured goods. Na- record players have good follow- 50 foreign and 15 domestic steam- ship lines, modern highways and ings but the town is not jockey - extensive air transport managers claim the provide crazy. Some transportation facilities. The port city just doesn't care to adopt the of Boston, with its fine natural har- fad but others are enthusiastic bor, is 200 miles nearer to Europe jockey boosters. than New York, 1200 miles nearer Boston's tune -in is not the high- to Panama and 1200 miles nearer est among the major markets, but to South America's West Coast listener loyalty and selective na- than San Francisco; 100 miles ture of the audience more than off- nearer to Rio de Janeiro and Buenos set the tune -in level, the city's Aires than Baltimore; over 300 radio leaders insist as they point to miles nearer to Buenos Aires than the 98.9% radio ownership record. New Orleans-so the city's C. of C. Bostonians are joiners. They be- claims with a stack of charts long to more clubs, churches, civic nearby should anyone care to start groups and trade organizations an argument. than citizens of other cities. Boston provides almost a third Among newest organizations is of all the fresh and frozen fish the Radio Executives Club of Bos- consumed in the U. S.- 500,000,000 ton, launched July 29. Including pounds of edible seafood valued at LADIES ARE FIRST in radio departments of three Boston agencies. Left to right: Sally more than $25,000,000. Progress officials of stations, agencies, spon- Larkin, v -p of H. B. Humphrey Co.; Barbara Keane, radio director, Alley 8 Richards; sors and other related groups, the Jan Gilbert, radio director, Harold Cabot 8 Co. (Cont'd on Boston 6) Page 4 Boston October '4, 1948 BROADCASTING Telecasting Home -made friendships through home -town stations

No question about it - the most effective It makes true and lasting friendships for you approach to any market is through a local with these local merchants and +heir cus- agent. The man on the ground - who knows tomers. the grocers, the druggists, the department In each of 24 markets the Yankee home -town store and hardware merchants - has a big station delivers a regular, habitual network lead on the salesman from out of town. audience for its Yankee and Mutual programs. A Yankee home-town station is like a local You can make a lot of friends for your product

agent. It is in fact, a local business with local or service in New England by choosing Yankee employees - an intimate and friendly part of as your local agent -a worker who knows and daily activities. It is used by local merchants. is known by the home -town people.

,fcceífta tce Gd THE YANKEE NETWORK'S 90affd4 feUae THE YANKEE NETWORK, INC.

Member of the Mutual Broadcasting System

21 BROOKLINE AVENUE, BOSTON 15, MASS. Represented Nationally by EDWARD PETRY & CO., INC.

BROADCASTING Telecasting October 4, 1948 Boston Page 5 ( Cont'd from Boston 4) Arthur Smith and Dana Baird is penditures. Between 10% and 15% the Weed & Co. regional executive. 98.9% RADIO OWNERSHIP of the Jordan Marsh advertising in processing is building this in- has an office IN MASSACHUSETTS goes into radio, according to Mr. of fish NBC Spot Sales dustry, and industrial uses manned by John Dodge. There Parent. He refused to divulge the are expanding. representatives, Only 41% of all romn.e: total advertising budget but around rated well are two regional Enjoying income Berthan B a n n a n and Kettell- own /odio the city it was estimated at well above the national average Besides representing New over $1,500,000 a year. of Carter. (13 %), the state Massachusetts England station lists, each acts as Harold Cabot & Co. is known as boasts of the stability of its $6,- the agency" because it itself New England representative for "emergency 000,000,000 total. Boston stations outside the area. buys heavy time during storms to ranks second among leading Amer- Advertising I n c . , recruit snow -shovelers and explain is home of Broadcast ican cities. The city headed by Joseph Manning, is ex- the agonies of several utility and many large insurance companies ecutive organization for the Mar- transport clients. and leads the nation in business and New investment trusts. jorie Mills programs Jan Gilbert, in charge of radio, handled by England Kitchen which are placed She is Massachusetts' per capita bank de- buys heavily and carefully. the national on New England stations. one of a half -dozen feminine posits are 53% above There are several program and radio buyers and directors in the average. distributing transcription companies, including city. Just why Boston has so many A front -rank retail Gordon, Transradio, Tel -a- agency nobody is first in per capita Kasper- Now Yankee is on the air with feminine officials center, Boston Vix Ace Recording Co. adver- and second in family and WNAC-TV, second New England can say, but broadcasters, retail sales Typically New England is station to take up the visual me- tisers and other agency officials buying power, boasts the C. of C. 23 Yankee Network, 24- station re- dium (see separate TV story). It seem to agree it's a nice idea. More Metropolitan sales are nearly in the net- almost a million in gional which has been has ABC, CBS and DuMont net- important, the girls know their billion, with working business over 25 years. work service, received over the business. itself. The nearby five - the city WNAC, key station, made network York -Boston microwave link. Miss will live forever in county area has about two- thirds New Gilbert retail sales. history Jan. 4, 1923, when it tied The WNAC -TV basic hourly rate New England advertising circles of the state's total into WEAF New York. Actual when time is offered Table Per family income is rated at will be $350, as the originator of "Time any operation' as a New England net- for sale. Mabel," a Boston & Maine RR $5,460, called the highest of from a WNAC- community in the nation, work stemmed Boston is one of the nation's counterpart of the banana girl jin- large WEAN Providence, R. I., link Oct. leading agency centers. Something gles. Mabel was a re- with one possible exception. Last year 12, 1928. over a dozen of the large agencies so In wholesale trade Boston claims gional by-word and became all two cities in Ever since that day, the network place most of the radio time, some popular that the Cabot agency had to outrank but conceived and built by John Shep- of which is regional and national. volume of goods sold. During the to make up phonograph pressings wool center of ard 3d has been one of the pace- John C. Dowd Inc. is said to to meet the demand. Mabel sang war it became the the region. Typi- local the world, handling two -thirds of setting factors of buy more time than any other engagingly on 12 stations for one cal was the Yankee Network News agency. Mr. Dowd, president,' & the total trade in the commodity. minute on the charms of Boston Service, started March 1, 1934, at founded the agency a decade ago. Maine's rail facilities. Large Cranberry Crops a time when nationwide networks Edward D. Parent is executive vice were only nibbling at the fringe of president and media buyer, with Havilond's Success Nearby is the world's largest news broadcasting. Yankee Net- Charles W. Curtin, formerly in cranberry section (two -thirds of work Weather Service was started Boston radio, as radio and tele- One of the Cabot radio success the U. S. output). Though the in 1937. vision director. stories is centered around Haviland Boston metropolitan area is pri- Yankee is the longtime New The Dowd agency handles the Chocolates, which had one store marily industrial, it grows $175; England leg of MBS, to which it account of Jordan Marsh Co., New four years ago and grew into a 000,000 a year in retail farm prod- feeds some 2% hours of program- England's largest store and a unit chain of 20. Haviland makes ucts. Besides producing and proc- ming every day from WNAC alone. in the radio -minded Allied Stores candy and supplies dealers as well. easing food in large quantities, it Mr. Travers is executive vice presi- chain though it doesn't go along Radio is used to back up its own is the nation's foremost "dining dent and general manager of with many of Allied's radio proj- stores as far away as Bridgeport. out" city, with volume of restau- Yankee, now owned by the O'Neil ects. Jordan Marsh used spots H. P. Hood & Sons dairy is one rant business surpassed by only General Tire family. Yankee's FM during the summer along with of the older Cabot radio accounts two or three cities and quality of pioneering greatly speeded the de- news, sports and weather pro- (see elsewhere in this story for their menus surpassed by none velopment of that phase of radio grams. It recently signed for an details), having used WEEI's (C. of C. claim which thousands of engineering and was conducted at extensive news series on WEEI. weather 10 years. tourists happily concede). a cost that years ago had passed Direct selling of merchandise is Miss Gilbert says New England Those Yankee pocketbooks jingle the million -dollar mark. the aim of Jordan Marsh radio ex- "is not too radio conscious." She with prosperity, any New England believes the new Radio Executives businessman will gladly claim, and Club will promote interest in the remind that average weekly wages medium. of factory workers in Massachu- POPULATION BBDO's Boston branch has a new high in 3,500,000 number of radio accounts. setts reached a 1948- 1940 John $51.43. New England's share of Wright, radio director, says New the country's savings is 17 %. In England clients are not "showman- 1945 the buying power of families ship minded" and sometimes loath was $4,085 compared to $3,613 in to buy locally produced programs. the rest of the nation. Three times as many New Englanders own 2,350,000 000 II Three financial institutions are cars, compared to the rest of the BBDO accounts and buy radio nation. Twelve of the counties that time. They are not competitive. rank in the first '00 in the U. S., in First National Bank, a commercial this respect, are in New England- bank placing big loans, uses dig- seven in Massachusetts. Il II II II nified programming and has spon- Population increase since 1940 is sored a 55 -piece symphony unit 7.2% compared to 6.3% for the na- comprising Boston Symphony per- tion. Boston's employed residen- formers. Old Colony Trust Co. has tial population increasell 24 %- five potential customers for radio sponsored the Boston Symphony co-op program of ABC on a local advertisers where only four ex- 800,000 ON II isted before, as one station de- basis, and Mutual Savings Bank scribes it. ó ó q Assn. of Massachusetts has pro- The volume of regional and na- .`= moted thrift on behalf of its many tional advertising coming out of banks. Liberty Mutual Insurance 317 = Boston makes it a natural spot for gr II II II II places radio nationally. station representative activity. BBDO places Let's Go to the CITY OF BOSTON METROPOLITAN AREA EFFECTIVE RADIO The Paul H. Raymer Co. Boston LISTENING AREA Games on Yankee 6:25 -6:30 p. m. office is manned by Robert G. Fos- for the local DeSoto dealer. R. H. ter. Edward Petry & Co. has (Cont'd on Boston 10) Page 6 Boston October 4, 1948 BROADCASTING Telecasting Z8% of all New Englanders live here

J1 -

1 1 Y ..- ^J .el .\\.°.ro, \ \ 11 % \`\ . , / i { 1 . _.. .7\ F °\ , Za...sól._ r¡1 \Y\..Z \,)N 4."4 .' á /h The solid area is the City of / °°"o°,. -ZT Boston. Lightly / ^f\-f I,a,.°ro, shaded area sur- / J uwer rounding it is the Metropolitan `.`°`" 1-, T 7{L-0,7 / --`, Area, as defined by the U. S. . ,. ¡` >-m-`e Census Bureau. The single line ..,, . . I ...... represents the WCOP 1/2-millivolt 1 I -.arcos contour. k ,us JYtu /_.. \ u`/ \ Nt,ti.....,..._ / .. f1 .°..\you. '/,°a..{°,,r.°, SCIIVATe ..... c J ¡L ° --TJ . --17L'

"..m.. . NOMOLK `ro.» a.o-` q \ .°oy(~o \.-.) . L y _.... l

_ '1" ..». »oaa. _,L. / / l i^ This is BOSTON

Metropolitan Boston ranks FIFTH in population among the nation's metropolitan areas. It has 28% of the population of ALL of the New England states, and 58% of the entire population of Massachusetts. Over 2,600,000 people live in the 83 cities and towns which make up the area pictured above. The City of Boston (solid above) with a population density of 17,551 persons per square mile is the most densely populated city in the country, excepting only New York. In buying radio in New England, it is tremendously important to make sure that the Metropolitan Boston market is ade- quately covered.

This is

Boston's most progressive radio station supplies tailor -made coverage of this rich market, with outstanding selling personalities and ABC programs, plus top -flight mer- chandising and promotion for advertisers. Rates and availabilities from any Katz Office WCOP A Cowles Station Boston's exclusive ABC outlet

BROADCASTING Telecasting October 4, 1948 Boston Page 7 PU LSE O F BOSTON* Average share of sttion audience, 6:00 a.m. to 12:00 midnight, Sunday

SHARE OF 30 AUDIENCE

Baseball: Midseason 26

Station B . 24 Baseball: Midseason

20 :r 1P: 1. r

% s Baseball: World Series 18 . . 16

14 : Station D ...... Station C 12 .gym: .. .0000 Station E

10 . I Station E

Station F

Station F ..».»««»» . EEI Station G Station H -Station H 0

PULS Jan.- Feb. Mar. -Apr. May -June July -Aug. Sept. -Oct. Nov. -Dec. Jan. -Feb. Mar. -Apr. May- une July -Aug. REPORTS 1941 1947 1947 1941 1947 1941 1948 1948 1948 1948

* Based on personal Interviews among o cross section of the 756,360 rodio homes in 5 counties-

Suffolk, Middlesex, Norfolk, Plymouth and Essex. through Saturday, January 1941 through August 1948 Keep a sharp eye 20-Month Average n Share of Audience o Radio MMUS in Boston

21.2

Station B In Boston -just as everywhere

else -listening habits are subject

12.2 to seasonal fluctuations. Abrupt

Station C and temporary.

That's why -as you can see 12.1 -it pays to take a careful look at the Station D relative popularity of Boston

15.0 radio stations over the 1onq pull.

Station E When you count every minute

(and all the minutes) of every day 3.3 (and all the days) of every week

Station F for the past twenty months

measured by Pulse since its in- 3.0 ception in Boston, you see that - Station G any way you look at it -WEEI i is Boston's best buy! 1.9

Station H

WEEI COLUMBIA'S FRIENDLY VOICE IN BOSTON (Cont'd from Boston 6) radio director, with Mary Pengilly Principal radio account is John manager. BANK Hancock Mutual Life Insurance specialty store, buys the agency's media PER CAPITA DEPOSITS Stearns, large Kennedy's stores, with 10 outlets Co., which last spring sold $6,000,- daily 8 a. m. CBS World News on in New England, are the largest 000 worth of life insurance in a WEEI. men's wear retailers. Carrying 53% GREATER five -month dramatic series, Point Another of the top Boston out tradition, the stores feature Sublime, on 87 ABC stations. The agencies, James Thomas Chirurg national brands and remind lis- company is working on plans for a Co., originally was one of the five teners that their f a t h e r s and possible network series this winter, largest industrial agencies in the grandfathers bought at Kennedy's. but decision will not be reached East but turned to general business Recently radio has been used to until October. John Hancock had several years ago. Mr. Chirurg build up Kennedy's as a family used a symphonic series briefly in has made stock available to em- store, five outlets now having 1947. will soon Oldest account one of the old- ployes and hopes they women's departments and six hav- h._ at own a half interest. ing boy's shops. est Boston agencies is Alles & Director of radio is Edmund J. Miss Keane likes newscasts. Fisher, cigar maker, which Lester Shea, former Lever Bros. spot "News is a wonderful vehicle for B. Hawes has handled for a quar- NATIONAL MASSACHUSETTS buyer. One of the active accounts retailers," she says, reminding that AVERAGE ter- century. And oldest Alles & is Rumford Chemical Works, sell- Jordan Marsh and Stearns also Fisher broadcast is the baseball ing Hearth Club and Rumford bak- buy these programs. "People who review on nine Yankee Network ing powder. Rumford spends 30- listen to news are the consumers stations, using several voices and 35% of its budget on radio. of retail merchandise. Radio seems gasoline was scarce by buying Bos- recreating a highlight inning. D'Arrigo Bros., marketing Andy an expensive medium to many Bos- ton time. Located 18 miles out, The Hawes agency recently Boy fresh and frozen vegetables, ton stores, but it's good when they the store grew rapidly after it wound up a $20,000 prize contest buys time on the East and West use it." started in radio. for 63 Cigars, with 14,000,000 Coasts, where these products are Several Boston hotels buy radio cigar bands carefully counted. most popular. A newspaper ac- Other Agencies time through the Frost agency. Mr. Hawes believes the Berwick count for two years, the D'Arrigo National Cranberry Assn. uses Cake Co. m clock quarter - brothers are now almost entirely Helen Horrigan is radio director Marjorie Mills in New England for hour on YPçee is o; of the old- radio. users. at Chambers & Wiswell, one of the its Ocean Spray cranberries. The est progrr+s in Boston. :44.1Last year New England's terrain and region's leading agencies, with Boston Braves, a first -place con- Hnaam agency took o,er the coastline, coupled with the traits of Charles F. Hutchinson, vice presi- tender all season, uses musical atccouthe William Feneil the populace, tend to make time dent, active in time buying as transcriptions and announcements. largest women's specialty stork buying difficult in the area, Mr. media director. The agency is Campbell - Fairbanks Expositions with suirban branches. The store Shea says. He finds a tendency nearly 30 years old. Inc. buys announcements in a is usinjspots in the metropolitan among some agencies to buy mostly John E. Cain Co., Cambridge, number of cities for its expositions. area. one station. has been promoting regionally its Herbert S. Stern, radio director Sally Larkin, of H. B. Humphrey salad dressing on women's service of Hirschon- Garfield, has a long Filene's Test Co., is another of the group of programs by means of a recipe list of radio accounts. One of the La December Filene's con- feminine buyers. Miss Larkin's contest. Newspapers also have successful promotions is that of ducts an extensive TV experi- billings are impressive and selec- been used. Leopold Morse Co., Boston men's mer, staging telecasts from all its tive. She is vice president and as- The Boston Post buys programs store, buying a 10- minute sports Ace windows and drawing huge sistant radio director of the agency, and announcements on a number of strip five nights a week and its owds. Filene's feels it missed with William Eynon radio director stations in Boston and regionally. Saturday morning sports school. .ne boat on broadcasting but won't in the New York office. Mr. Eynon Gilchrist Co., large department A thousand youngsters a week at- in the new visual medium. The is busy just now preparing for the store, buys some Boston spots and tend the show, getting their tickets store allots. only 1% or 2% of its start of a new network program likes the medium, but concentrates at the store. Often parents pick advertising budget to radio, but on newspapers. Gilchrist uses the the tickets or accompany the sponsored by The National Council up plans to spend "plenty" on tele- Caroline Cabot program on WEEI, boys, creating store traffic and prc of the Protestant Episcopal church vision. called Scenes From Great and has promoted its summer viding a fine mailing list. Great Mr. feels that newspapers begin 1. Humphrey furniture sale by radio. Cynthia Sweets chocolates bvs Hawes Plays to Oct. power is rated as one of the top three in Harry M. Frost Co., founded in Boston and New England spts have the strongest pulling Boston network billings. 1915, gained national fame two but is off in the summer. 'he for s t or es and are built and years ago when Karl M. Frost, son market area includes New 'ork tailored specifically for the benefit Church Accounts of the founder, devised the "Had State. Molineaux Wines buys sots of the advertiser. Enough" GOP political slogan for all over New England and ,nañs Newest major entry in the Bos- Two Christian Science church local use. It caught on, and became a heavy autumn campaign. I accounts are placed out of the Bos- ton agency field is Hoag & Pro - the 1946 GOP theme. Harvey P. Mr. Stern feels more A...ailers in heavily ton agency. The Christian Science Newcomb is radio director of the should accept radio. Retalers are vandie. The agency goes Monitor has an ABC network pro- agency. Eldred & Barbo, Stone, impressed by merchandisint aids, for radio. Its outstanding radio gram, Tuesday at 9:30 p. m., titled Mass., furniture store, is a big he says, noting many Bostoi sta- attainment centers around the The Monitor Views the News han- outlet and a big radio user. In tions don't do much of this. Massachusetts Dept. of Agricul- dled by Walton Butterfield, another fact, the store won't use anything McCann -Erickson maintains a ture campaigns to move fresh pro- vice president. but radio, having built up a fine Boston branch in charge of Wat- duce when it is in heavy supply. The church is in its fifth year of business during the war when son M. Gordon, vice president. spots, the radio and sponsors a transcribed Using one- minute series Proof That Christian Science state reaches the housewife as she Heals as a straight time purchase prepares to start her morning on about 200 stations plus a num- shopping. The spots tip off house- ber of stations that carry the pro- wives to bargains and help growers gram sustaining. The transcrip- by building up a demand and avoid- tions follow a dignified format, ing distress selling. with no money appeal. Both of the Hoag & Provandie uses most of accounts are exclusively radio. the local stations and handles na- Earlier this year H. B. Hum- phrey moved an enormous amount tional placements as well. Hackers of fish for the Gloucester Red Fish Ale is promoted regionally. Golden Assn., using women's shopping Dot fishing line is promoted on two programs and some newspapers. stations. The Sundial shoe account Radio was "terrific," Miss Larkin of International Shoe Co. extends says. to 42 stations. Boston Herald - Miss Larkin believes there is Traveler radio extends as far as room in radio to get more human Portland. Red Cap household prod- interest in copy. ucts and Whittermore shoe polish At Alley & Richards, another large Boston agency, the buying are placed over a wide area. The is entirely a feminine matter. Bar- agency handles local Sealtest bara Keane recently was named catins for Deerfoot Farms. Page 10 Boston October 4, 1948 BROADCASTING Telecasting Background, Personnel STATIONS of Outlets

WEEI with 500 w power on 860 kc. Since SINCE it's first squeal Sept. 29, its inception it has been the "friend- the 1924, WEEI has been located in the ly voice of Boston" and a personal- Edison Bldg. It operates on 590 ke ity station. Its firsts include a with 5000 w fulltime. Basic card shopping service type of program rate is $525 an hour. started by Caroline Cabot 22 years QUALITY WEEI is as ago and still on the air. Kussell &/d/of Bostonian as Bos- Furs has been on continuously ton itself. Owned since 1928. WEEI's weatherman by CBS, it is man- (see elsewhere in this study) E. B. aged by Harold Rideout has been at WEEI 23 in a E. Fellows who years. assumed direction In its early days WEEI was an 15 years ago. He NBC Red station, moving to CBS also is CBS direc- in 1936 whan that network leased tor of New Eng- the station from Edison. Power land operations. was increased from 1000 w to 1000 MARKET H. E. Fellows He also is -but a w night and 5000 day after CBS Gen. Mgr. list of the things took over, going to 5000 w fulltime Harold Fellows "also is" would in 1940. CBS bought the station in fill columns. He belongs to dozens 1942. and dozens of civic and business WEEI uses as little recorded organizations, and is or has been material as possible in line with its an officer of most of them. He is an personality tradition, having 145 ex -radio entertainer, salesmen minutes of live programming before WBMS ... broadcasting the world's most beau- agency executive and vaudeville 9 a. m. Sunrise patter men are Carl tiful music . . . caters to the world's most dis- performer. Moore and Ray Girardin. Jesse J. The station was started by Edi- Buffum is WEEI's agricultural ex- criminating listener ... the "properly brought -up son Electrical Illuminating Co., (Continued on Boston 12) Bostonian."

WBMS ... Boston's only classical music station

uniquely delivers a loyal, first -class audience . . . TV IN THE HUB representing a powerful, influential, merchandis- i Two Already Operating.Operating able market. BOSTON is television conscious, station belongs to the NBC video When it's quality that counts . . . you can with two stations having been on network. count on the air several months. The sta- W. C. Swartley is directing the tions are WBZ -TV, started May Westinghouse TV, AM and FM WBMS ... Boston's "quality station"! 29, and WNAC -TV, which took the operations. A 2i -hour campaign air in June. has been sponsored all summer by Both have conducted what they National Shawmut Bank of Bos- describe as informal operations, ton, including Sunday Newateller, with formal dedications planned Nightly Newateller and a weekly this autumn. film [BROADCASTING, Aug. 2]. While the operations haven't WBZ -TV as the first TV station been blessed with the ritual of of- in New England is understood to ficial dedications, they have pro- have started with a rate of around gressed rapidly from a technical $125 an hour. The new plant is standpoint and the Boston visitor located on a 10 -acre tract three soon notices the rooftop antennas. miles from the center of Boston By midsummer there were over adjoining Harvard Stadium. The 15,000 TV sets. 656 -foot tower is a landmark. WNAC -TV is housed in Yankee's Other Boston stations are tele- studios, which have been rebuilt vision minded, with a flock of ap- to accommodate the new operation. plications for the lone remaining The station wasn't offered to channel. WCOP planned its studio sponsors during the summer but and transmitter facilities to ac- plans were under way to sign commodate TV and is an applicant sports sponsors during the autumn. for Channel 9. WNAC -TV is on WNAC -TV and WBZ -TV have Channel 7 and WBZ -TV on Chan- been sharing local baseball games, nel 4. and the fact that the city led both WHDH proposed a reallocation leagues much of the time stirred plan by which a new TV channel 1090 ON YOUR DIAL interest in the visual medium. could be pried into the lower por- Linus Travers, directing WNAC- tion of the band. Other applicants 35 Court Street Boston 8, Mass. TV along with WNAC and Yankee for Boston TV include WEEI, Co- Network, said the station likely lumbia owned station; 20th Cen- Represented by will charge about $350 an hour. It tury Fox; New England Television Lorenzen & Thompson, Inc., has three network affiliations- Co., with Alfred Demaris as presi- New York, Chicago, Detroit, ABC, DuMont and CBS, getting all dent; Boston Metropolitan Tele- Cincinnati, St. Louis t heir programs and receiving vision Co., headed by Ira Hirsch - transmissions via the micro -wave mann; New England Theatres Inc. New York -Boston link. (Paramount) ; Raytheon Mfg. Co., WBZ -TV, Westinghouse owned Waltham. and operated, is housed in one of The two TV stations now on the the most elaborate plants in the air receive network service from WPIT - WSTV WFPG -WKNY East. It was to be completed some New York via the reversible micro- time this month. Studio, mechani- wave link. The stations schedule WBMS cal and engineering facilities are their use of the facility well in ad- modern and well equipped. The vance. BROADCASTING Telecasting October 4, 1948 Boston Page 11 -' (ont'd from Boston 11) Travers as executive vice president during the war, Mr. Cunningham pices of Massachusetts Dept. of and manager of Yankee and to Europe. Education (October, 1923) ; hockey pert a d puts on the New England general in (December, 1924) ; broadcast to to which farmers and vice president, general manager and Yankee invested vast sums Almanac commercial manager of the WNAC Armstrong FM experimental sta- pilots in International Balloon Race others are invited for luncheon picked up over Amsterdam, Holland discussions. Frederick Garrigus, properties. William O'Neil is pres- tions in the early 30s, building ident of Yankee and WNAC, with WMNE atop Mt. Washington, just (June 1925) ; Boston Symphony program director, has developed Paxton, (January, 1926). public service campaigns for all Thomas F. O'Neil vice president. dropped, and WGTR in New England, with emphasis on WNAC has always been network Mass. It has an FM outlet in WBZA joined WBZ as the Boston minded. It claims Boston, WNAC -FM. (See separate outlet Nov. 12, 1924 and the two cooperation with schools. television story page 11.) WEEI took the air in July with a hookup with stations were synchronized on the WEAF 4, was an FM satellite, 20,000 w on 103.3 Jan. Yankee Network Institute same wave June 9, 1927. This mc. Medford has 1923, was the started in December, 1946, by Mr. synchronization remains in effect, Space on the tower chain been reserved for TV if its applica- first broad- Travers to sell New England cul- though the stations switched locale tion is granted. cast. Other pio- ture to New Englanders. The sta- March 13, 1929, WBZ studios and Jordan Marsh, R. H. Stearns, neering claims: tion has been accorded wide acclaim transmitter moving to Boston and Kennedys, Filenes, large retailers, First complete for this public service series. WBZA to Springfield. opera, Feb. 7, have used WEEI extensively. WBZ WBZ hooked up with WJZ in No- Jordan Marsh recently contracted 1924; first play - vember, 1925, and formally joined by - play A for the largest block of news pro - major WBZ has a basic hourly Class NBC Blue network Jan. 1, 1927, grams in the station's history. league baseball Linus Travers rate of $560, using 50,0000 w on moving to the Red in 1942. coverage in 1924; Gen. Mgr. 1030 kc. First station in New Eng- Using the CBS morning news, the Also an FM pioneer is WBZ, store has been especiálly successful boxing bout Feb. 14, 1924; used by land-it started Sept. 19, 1921 - both sides in 1924 Coolidge- Jackson and second in the which started W1XSM "special in selling women's coats (100 $35 emission" broadcasts in 1939, pro- gubernatorial battle; set up inde- world to offer a coats moved after one broadcast), pendent radio news service (Yankee grammed from WBZA. W1XK was children's clothes, towels and simi- regular scheduled added in 1940, broadcasting from Network News Service) in 1934, program service, lar items. and now has own Washington WBZ studios. Also a part of the staff; extensive weather service, according to its Westinghouse Boston operation is WNAC begun in 1938; trail -blazed use of official history, it shortwave station WBOS, beamed WNAC, 1260 kc 5000 w, has a single tower, vertical half -wave shared early radio to Europe and Latin America. card rate of $440 an hour. Founded antenna, live -dead end studios and history with its WBOS carried 12 hours of pro- July 31, 1922, it started operating dynamic microphones; installed sister station, gramming a day in World War II. in a two -room studio in a Boston permanent lines to WEAN Provi- K D K A Pitts - Last June 20 WBZ moved into its department store with two an- dence in 1928 when Yankee w. C. Swartley burgh, creature new ultra -modern Radio & Tele- net- Manager nouncers, a control man and a work was born; early user of audi- of the late Dr. vision Center, a 10 -acre tract at clothesline antenna. Ownership of ence surveys and sponsored first Frank Conrad, Westinghouse as- 1170 Soldiers Field Road, three Yankee Network key sistant chief engineer. miles from the center of Boston. WNAC, sta- Audimeter survey well over a tion, passed in 1942 from the Shep- Since Westinghouse started WBZ The Center houses all studios and ard mercantile family to the O'Neill decade ago. on 360 meters with 1,500 w input, offices of WBZ, WBZ -TV, WBZ -FM General Tire family. John Shep- WNAC is an MBS outlet. Cedric the station has recorded such and WBOS, and is one of the sight- ard 3d, one of broadcasting's elder Foster and Bill Cunningham origi- achievements as concerts by Mme. seeing attractions of Boston. WBZ's statesmen, still is board chairman nate MBS newscasts there. Mr. Louise Homer (February, 1922) ; transmitter remains at Hull. Sta- of WNAC and Yankee with Linus Foster was sent to the Pacific educational programs under aus- tion manager is W. C. Swartley. WMEX

MEANS EXTRA SALES IN BOSTON

WILL MEAN EXTRA SALES IN BOSTON

Page 12 Boston October 4, 1948 BROADCASTING Telecasting WCOP women's features; Ranny Weeks, lege student following. It won a WCOP, with 5,000 on 1150 kc, is disc jockey; Howard M. Malcolm, 1947 Peabody award for program- one of the Cowles group, having morning man ; Chuck Crosby, ming, 85% of its time to good been purchased in 1944 from Harold Sports; Ron Cochran and Jack music. It's slogan is "Boston's A. LaFount , former FCC Commis- Chase, news, and others. Quality Station." Boston sioner, and George and Sanford The station follows a formula of Over 3,000 paid subscribers take Cohen, all associated with Arde block programming of local shows its monthly program schedule, Bulova. A year to fit the ABC network features. which gives musical selection, art- Agencies later the station Gene King is program director, ist and composer for principal pro- got a power boost Harry Goodwin heads promotion grams. and publicity. Know from 500 w and Offices are at 36 Court St., where became the Bos- WHDH both AM and FM operations are ton affiliate of centered. Transmitter is at Fifth New England ABC. WHEN WHDH was founded in St., Medford. Provisional license A half -million 1926 by Capt. John J. Matheson for a 20,000 w FM operation is in - and dollars was spent and his son Ralph, of Gloucester, progress, with present power 3 kw. in new trans- the station used 100 w with call The station has no television plans. mitter and studio letters WEPS. It Department store users include 18 Craig Lawrence facilities. Studios is now building a Jordan Marsh Co., William Filene & General Manager were moved from 50 kw transmitter Sons Co., Gilchrists and R. H. the Copley Plaza Hotel to the mod- for its 850 kc Stearns Co. The Stearns campaign, Boston ern New England Mutual Bldg., clear channel and in its second year, is said to have with 22,000 square feet of space of plans to go on the carried Symphony Sheer Hosiery Agencies which 14,000 is used for AM and the high power soon. far above any other brand through remainder held for FM and TV Present card rate exclusive WBMS promotion. development. Transmitter site at is $225 an hour, representing historic Lexington was picked with with 5,000 w FM and TV in mind. FM plans call power. WORL for an autumn inaugural, with an Call letters over 25 W. B. McGrath LOCATED at 216 Tremont St., application filed for TV Channel 9. Managing Dir. were changed to WORL operates on 950 kc with 1000 Emphasis has been placed on WHDH in 1929, w daytime. Basic rate is $150 an New England programming and promotion, under power was boost- hour. ed management of Craig Lawrence, to 1000 w and studios were President broadcaster of wide experience. opened in Boston. In 1933 the sta- of WORL is Harold A. Advertisers tion moved to Saugus, with studios Lafount, former FCC Commis- Total operating expense of Pro- sioner gram Dept. alone last year exceeded in the Hotel Touraine, Boston. and long associated with Arde Bulova. George Lasker is use entire station cost prior to pur- From June 1942 to June 1945 general chase by Cowles. WHDH was a Blue and ABC af- manager; Ashley Robison, assistant manager ; Robert Perry, Varied list of personalities fea- filiate, becoming an independent WNBH shortly before purchase by the program manager; John Parker, tures programming. Among favor- chief engineer. ites are Ralph M. Barker, the "Old present owners, Fidelity Broad- Salt," whose weather reports are casting Corp., a subsidiary of the The station was started in 1926 to reach widely followed; Mildred Bailey Boston Herald Traveler Corp. Wil- by Robert W. Babson, financial ad- liam B. McGrath became managing viser, as a hobby but he eventually director in early 1946 and studios sold it in 1935 to Crockwell, Phenon the big were moved later in the year to the & Eynon, purportedly in the belief present location, 6 St. James Ave. that radio's financial future was a New Bedford Interim FM operation started bit dubious. In 1937 Mr. Lafount, WVOM last March 31. A new FM antenna along with George and Sanford is in place 580 feet above the city Cohen, attorneys, bought the sta- Market The Voice of atop the unfinished John Hancock tion. Programming Massachusetts Bldg., and will be put in operation emphasizes popu- when building construction per- lar music and news on the hour. 920 mits. WHDH has no immediate TV The Program occupies most of WN B H dominates 1600 5000 plans pending FCC allocation hear- the day. Public service program- ings. ming includes the oldest traffic New Bedford with KC Watts Billings in June, 1947, rose 230% safety series in Boston, conducted over the same period a year before with cooperation of the police and a share of audience when the directed by Fred Bailey. Holly- Tops on the Dial station had just gone un- greater than all der the new management. June, wood Sound Stage is conducted by Tops in Entertainment 1948, billings rose 319% over June, Mary Ruth. Hit tunes are played other stations 1946. Number of national advertis- on a Sunday afternoon feature. 24 Hours A Day ers quadrupled in the two-year combined! period with total number of spon- WMEX sors increasing from 87 to 135. WMEX operates on 1510 kc with WBMS 5 kw fulltime with basic rate of $250 an hour. The station was New England's Only FOUNDED in November, 1946, by founded in 1934 by Northern Corp. Templetone Radio Mfg. Corp., Officers are William S. Pote, man- WNBH 24 Hour Station WBMS last July became a member ager and treasurer; Alfred J. Poe, BASIC ABC FOR of the Friendly Group Radio Sta- technical director; John E. Reilly, tions under John president since the start; George SOUTHEASTERN J. Laux, manag- Kaplan, assistant to William S. MASSACHUSETTS ing director. It is Pote since the station took the air. a 1000 w daytime Originally WMEX was a 100 -250 GREATER BOSTON'S outlet on 1090 kc watter, getting its power boost AFFILIATED WITH with basic hourly shortly rate of $150. before the war. Alfred J. GREATEST Pote was active in development of WOCB, CAPE COD Featuring fine loran and radar during the war. INDEPENDENT music, l i pub c He service program- is a research fellow at Harvard. Studios are loccated at '70 Brook- REPRESENTED BY Telephone: Beacon 2-5650 ming and hourly K. A. Foellinger neweasts, the sta- line Ave., Boston, with transmitter THE WALKER CO. Manager Harvard St.- Brookline tion claims a at Quincy. The stations schedule high- income discriminating audi- features sports, news, weather, disc ence as well as a substantial col- (Cont'd on Boston 14) BROADCASTING Telecasting October 4, 1948 Boston Page 13 (Continued from Boston 13) WBET Brockton for some years an FCC attorney mitter is in Newton. The station jockeys and classical music. An and then in private practice. FCC features live programs, many of program is broadcast daily, LOCATED in Plymouth County, which are remotes. Daily base- Italian embracing all the land 20 'miles has been asked for consent to trans- f 12 p.m. An FM application ball pr o g r a m features Eddie -1:30 south of Boston the Cod fer Mr. Hoffier's interest to Mr. has been filed at the FCC. to Cape Stanky, Boston Braves star. FM Canal, WBET Brockton is a 250 w Richardson who has been manager and TV are included in eventual WLAW Lawrence daytimer on 990 since the outset. plans, as well as WITH A 60 kw signal on 680 kc, kc with 1000 w ap- facsimile. WLAW has its headquarters in plication on file. WESX Salem Benjamin Bart - Lawrence, with sales office and It was opened in zoff is executive studios in Boston and studios in late 1946 and is is "the only fulltime radio vice president and Lowell. The owned by Enter- WESX station on 100 miles of Atlantic general manager. transmitter is lo- prise Publishing He originally was cated at Burling- of seaboard from Boston to Portland, Co., publishers Me.," according to Charles W. on Buffalo s t a - ton, described as the Brockton En- tions, including 11 air miles from Phelan, president. It was founded terprise - Times. Phelan, in W G and. the center of Bos- Basic hourly rate in 1939 by Charles W. radio back in the '20s with John WKBW. John C. ton Common. is $60. Pappas, whole- WLAW is an -FM was Shepard 3d and general sales man- C. A. Fuller WBET ager for Yankee Network until B. Bartzoff sale grocer and ABC affiliate and Manager opened last July Gen. Mgr. sportsman, is has a basic hourly as a Class A out- 1938. With 250 w on 1230 kc, the station has a basic hourly rate of president. M a x rate of $400. let with 800 w radiated power on The station $75. Hoffman, overall manufacturer, is 97.7 mc. The operation is geared to needs treasurer, with Abraham Weisberg, a. B. Morrill took the air Dec. News programs and broadcasts business manager of the Jewish Ad- Gea. Mgr. 19, 1937, having Population of 13 contiguous cities and towns for women are featured. with acceptable reception claimed vocate, assistant treasurer. Com- been founded by of the trade area is 182,000. Main mercial manager is Fred Cusick, Alexander H. Rogers, publisher of Rockland, Bridgewater over an area with 91,000 radio towns are and 354,000 formerly of WCOP and WBET. the Lawrence Daily Eagle and Eve- E. homes population. and Bridgewater, Stoughton, Salem is rated in dollar volume as Ken Wheeler, formerly of Yankee ning Tribune. His son and publish- Whitman, Randolph, Easton, Mid- Network, is program director. ing associate, Irving E. Rogers, was second per capita retail shopping dleboro and Abington. in 92% Ervin Crandell is chief engineer. the first general manager. The sta- are W. L. Doug- center Massachusetts, with Main industries of the WESX income from North tion started with 1000 w day, in- George E. Keith Co. WKOX Framingham las Shoe Co., Shore retailers. Foreign language creasing to 500 w fulltime Dec. 1, (Walk -Over shoes), Barbour Welt- WKOX was started last year by 1940, and going to 50,000 w April programs are accepted and co -op ing Co., Chas. A. Eaton Co., Knapp programs are popular. three Navy veterans, Richard E. 20, 1946. An interim station has Bros. Shoe Mfg. Co., Stone -Tarylow Adams, Albert A. Anderson and been operated since Nov. 10, 1947 Co., London Clothing Co., King James H. Shoemaker. Mr. Adams and the station is a TV applicant. Clothing Co., and United Yarn Co. WLYN Lynn formerly was officer in charge, Ra- Typical WLAW feature is This Station estimates wage earners in dio Section, Office of Public Infor- Week in the State House, in which the area at 43,000, with $1,300,000 WLYN, daytime station in nearby mation, Navy Dept., in Washing- state officials take part. News, monthly payroll. Retail outlets Lynn on 1360 kc with 500 w, re- ton, and Mr. Shoemaker was at- sports, children's program and mu- have sales over $40,000,000, it is minds that up to December 1947, tached to the same office. The sta- sic are featured. The station has a claimed. Department store users Lynn was the only city of 100,000 tion operates on 1190 kc with 1000 staff orchestra and mixed chorus of are Fraser's and McCarthy's. without its own w daytime. Basic rate is $90 an 50 voices. An amateur program Studios are located at 60 Main radio station. hour. It is located midway be- has been carried every Sunday since St., Brockton, with transmitter at Basic rate is $100 tween Boston and Worcester (21 the station opened in 1937. West and Belmont Sts. Charles A. an hour. Founder miles from each). Irving E. Rogers became presi- Fuller is station manager. and president is Emphasizing local new s and dent and treasurer of Hildreth & A. M. Morgan, sports, the station has sold most of Rogers Co., operating the station, who has been in WCRB Waltham its high school football games to when the elder Mr. Rogers died in radio since 1919 local banks. A Sunday afternoon became when there was 1942. Harold B. Morrill WCRB took the air Jan. 30, 1948, forum, Our Town, gives listeners a general in 1946. The staff nothing to s e 11 manager 45 its permit was chance to phone in questions for the M. days after but crystal sets includes David Kimel, commer- granted by the FCC. Locally-made panel to answer. cial manager; Nona Kirby, regional Raytheon equipment was installed and earphones. T. Mahoney, He was in the WJDA Quincy sales manager; James throughout. Transmitter is lo- A. M. Morgan program and production manager; President manufacturing OPERATING with 1000 w daytime cated near converging town lines end until 1927 Fred A. Sullivan, publicity director, of Waltham, Newton and Weston, on 1300 kc, WJDA has studios in and George A. Hinckley, en- when he went into shortwave and downtown Quincy and transmitter chief 4 Wal- gineer. with studios at Gordon St., mechanical television. on Quincy Bay Basic tham, and 815 Washington St., the marsh. He mechanical televi- is $60 hour. WTAO Cambridge Newton. Power is 500 w on 1330 broadcast card rate per 1933, meanwhile experi- D. Asher, Army NEWEST ENTRY in the metropol- kc, daytime, but application has sion until James former electronic methods. officer Dev- itan area is WTAO Cambridge, 250 made 1000 w. Basic menting with public relations at Fort been for rate school and Mass., conceived w on 740 kc daytime. The station is $50 an hour and $5 a spot. He operated a radio ens, the project is known as WTAO -740 because the Coverage of a dozen adjacent claims his Kenmore Square TV during the war. In January last letters TAO have theatre in 1938 was first in the year he teamed with Joseph H. communities is claimed, including a been shaded by Newton, Wellesley and Watertown. U. S. He left managership of Tobin, former WINS New York an- artistic devices to Waltham alone has population of Boston station in 1946 to apply for nouncer, to form South Shore serve both as let- 43,500 with retail sales of $20,000; the Lynn CP. Broadcasting Co. CP was granted in mid 1947 the station ters and the nu- 000 and manufactures of the same Over $100,000 was invested in -August and merals 740. amount. WLYN, but it was out of the red took the air for tests 21 days later. Program poli- Frequent newscasts are featured, last spring after four months opera- Formal debut was Sept. 11. cies have been half the material gathered by the tion despite its staff of 30. Boston altered to encom- station's own news staff. Local is less than 10 air miles away. pass the metro- events are covered extensively. Studios and offices are in Central politan Boston School systems of eight communi- National Bank Bldg., with trans- area after analy- ties took part in a daily school mitter at Fox Hill Bridge. The Paul Perrault sis of the mail station has a CP for FM. Manager program, including pickups from count. Present the schools. owner is Harvey A number of department stores WVOM Brookline Radio Labs., but the station is in use the station, according to Deuel WVOM is one of the newer sta- process of transfer to Middlesex Richardson, station manager. tions in the Boston area, having Broadcasting Co. Temporary stu- Charles River Broadcasting Co. taken the air June 13 with 5,000 w dios re at 447 Concord Ave., Cam - operates WCRB. It is a partner- on 1600 kc fulltime. Basic rate is bridge. ship of Jbhn R. Hofer, former $150 an hour. Basic hourly rate is $100. WTAO Washington, D. C., bottler; L. P. Studios are in Brookline and TWO STAFF CARS are maintained by is a usical station, with hourly Liles, former Washington real es- Boston, with two more being added Messrs. Tobin and Asher for special events newsJ tate broker, and Richard C. O'Hare, in Newton and Wellesley. Trans- and station business. Pase 14 Boston October 4, 1948 BROADCASTING Telecasting 1:1 AND WLAW -FM NORTH CON WAY

ELLSWORTil

PLYMOUTH rJ _1\/i eoAO. PORTLAND ,e4 0.5 Mv/M crNARU S BIDDEFORO J`J T LTON

KL NNE 6u RN NEW ENGLAND'S td YORK .N I MINI HO OMCORD MOST POWERFUL PORTS 2 MV/M

2.5 MV/M MANCNE5TER RADIO STATION NEWBURYPO0.T is today's Best Buy. The following NASHUA VERNIILw figures* tell the story of the Maine to NO 5 MV/M LXWREMGE Rhode Island sales area blanketed by LOWELL WLAW: RCAO,6 LoUCESTER o ,,,AFF,f U n vfru. Population 4,052,200 SALEMo Net effective buying income $4,666,248,000 V NN " 25 My/AA Income per family $4,250 Retail Sales $3,263,411,000 vN r «AM BOSTON f RAIMN6N AM Food Sales $858,354,000 MIL 11.4 Listening Area Sales Potential Study compiled for nFD11AM TUA¶F NON V00D sci Station WLAW by Sales Management. o

wAlva 1 f BROCKTON

T AUN ION 50,000 PROVIDENCE WATTS J. 680 KC Rkr 101 Ci

NE ,.T

MAIN STUDIOS: LAWRENCE, MASS. BASIC STATION OTHER STUDIOS: BOSTON AND LOWELL AMERICAN BROADCASTING CO. National Representatives: PAUL H. RAYMER CO. IN LAWRENCE, MASS.

BROADCASTING Telecasting October 4, 1948 Boston Page 15 New LOOK in Boston 1-TV From Boston's new Radio and Television Center comes this new Westinghouse service, Video for a

500 -square -mile area. . all of metropolitan Boston and far beyond.. more than 3,040,000 people! NBC Television Network. New Center also houses 27 -year old WBZ, and WBZ -FM.

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

NATIONAL REPRESENTATIVES, NBC SPOT SALES- EXCEPT FOR KEX FOR KEX, FREE & PETERS

Page 16 Boston October 4, 1948 BROADCASTING Telecasting