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NAB CONVENTION ISSUE: OF BUSINESS PROSPECTS BROADCASTI NG Vol. 19 No. 3 AUGUST 1, 1940 13roadcast WASHINGTON, D. C. Canadian and Foreign Advertising $3.00 the Year $4.00 the Year 15c the Copy Published Semi-Monthly, 25th issue (Yearboek Number) Publiahed in February it's the twist that does it not t If we were an advertiser selecting a You buy 50,000 watts mu radio station, we'd give more than more than two antes' by a unique a mgment's thought to this remark directive-array system which spears regarding the doorknob. For it il- them on cities where people listen, Justrates rather simply one unique and buy what they are told to buy. quality that makes WOR the most Your program idea may have the power-full dollar for dollar advertis- potential power to move millions, ing investment in New York. but obviously it begins with a dis- advantage if it fails to be carried by For example, when you buy WOR the station that is delivering the yoú buy more than 50,000 watts messages of America's greatest time- guaranteed to cover an area contain- buyers to more people with radios, t ing approximately 4,250,000 homes more power-fully than any station with radios. anywhere. You- buy 50,000 watts skillfully twisted away from ocean dead-space on the East and the thinly populated portions of those states on the West. that power-full station- o IN PHOENIX AND THE " G A R D E N O F EDEN" IN CHICAGO AND MIDWEST AMERICA in twogreatmarketsadvextis- good stations for Two line dv nail doing the same ie. results-byrenewal consistent bY call Bill Cline, Fred Chicaq o Or contracts- ages -WLS, Or ana3 - KCY phoenix Sates Man<3c eT, pahne 3' Blair man. any I ohn EiSGETS IF IT'S ON' /.SU LT S! KoY, o. Phoenix ... Burridge D. Butler, The Prairie Farmer Station, Chi- 550 Chairman ... Fred Palmer, Man- cago ... Burridge D. Butler, Pres- ager ... 550 Kilocycles, 1000 Watts Day and ident ... Glenn Snyder, Manager ... 870 Night ... CBS Affiliate. Key Station, The Kilocycles, Clean Channel, 50,000 Watts. Arizona Network -KOY, Phoenix; KTUC, NBC Blue Affiliate. Tucson; KSUN, Bisbee. WHERE THERE'S SMOkETHERE'S- WNAC Boston WTIC Hartford WEAN Providence * WTAG Worcester WICC Bridgeport New Haven WNLC New London WCSH Portland WLBZ Bangor * WFEA Manchester WSAR Fall River In New England, the Total is $91,527,000 a Year WN BH New Bedford NEW ENGLANDERS have "money to Yankee Network go where New Englanders burn" for cigarettes, cigars and pipe are, combining concentrated effectiveness WHAT Greenfield tobacco. with the COMPLETE COVERAGE essen- They spend $45,574,000 more for beauty tial for a thorough selling job in one of WBRK Pittsfield preparations -toilet requisites -hair treat- America's greatest markets. Choose the * network with WLLH ment and other personal care commodities. proven sales power for your Lowell Here are but two sales sectors of the next campaign. Lawrence * prosperous New England sales market that WLNH merit consistent cultivation by every maker Laconia THE * of the products concerned. YANKEE WRDO Augusta New Englanders are receptive and re- * sponsive. They can be sold if your sales NETWORK WCOU Lewiston appeals GO WHERE THEY LIVE, work 21 Brookline Avenue, Boston, Mass. Auburn and spend! * EDWARD PETRY & CO., Inc. WSYB The 18 locally- accepted stations of The Exclusive National Sales Representatives Rutland Published semi- monthly 26th issue (Year Book Number) published in February by BROADCASTING PuaLICAT1UNS, INC.. 870 National Press Building, Washington, D. C. Entered aa second class matter March 14, 1933. at the Poet Office at Washington, D. C., under act of March 3, 1879. 'The latch s trin y s out oz you at the A'E'celatchy Stations WELCOME N.A.B. KFBK SACRAMENTO KMJ FRESNO KWG STOCKTON KERN BAKERSFIELD KOH RENO, NEVADA MCCLATCHY BROADCASTING COMPANY SACRAMENTO, CALIFORNIA gfrada4d Radia witit ears 8ARRELS4 Stana'alikadidi 7Veui TAX- F1PFF LIBRARY Right now: one of the largest NON -ASCAP ser- vices, with 1600 TAX -FREE selections, and not less than 60 new selections monthly. By January 1941: we can offer 2000 TAX -FREE selections and 100 new selections monthly. Available in whole or in part at lowest prices. Your investment in Standard Library now pays you cash dividends. Complete units Sknd/?adJth of unique, easily sold dramatized com- mercials averaging 35 seconds each. Series A for USED CARS, Series B for RETAIL CLOTHING and Series C for RETAIL FURNITURE -now being dis- tributed to Standard subscribers. Addi- 5P07A »5 tional series now in production. Are Your Transcriptions Up to Standard? Make your answer YES -assure yourself of the best solution to the copyright music question - and provide yourself with selling aids that SELL! At the Convention -Be sure to get details of these two important Standard features. Complete audi- tion facilities in our headquarters at the St. Francis. HOLLYWOOD CHICAGO ..."06441"ar, 0.4.e° .3t4LC40,Stf_..14.75.p12...e. 30 m.p.h. A lightning flash on wheels this Red Lion, swiftest of all automobiles ... but s- l -o -w, tortoise s -1 -o -w compared to radio that girdles the globe in 1/6 of a second! That can rush first -hand war news from one continent to another in less than 1 /60th of a second! In five years, this country's radio listeners have reached the amazing total of 28,000,000 radio families...who listen 344,872 hours a day, 125,878,200 hours a year. In these same five years, Mutual has grown from an independent network of four stations to an independent network of 142. Its annual billings now exceed the $3,000,000 mark. In the recent political conventions, Mutual's coverage of 6 hours a day was more thorough ... more timely... more up -to- the -second than any other offered the listener. This spring, Mutual announced its new Volume Plan, further scissoring network costs ... already two of the largest radio agencies in the country, Blackett- Sample -Hummert and J. Walter Thompson, have placed orders for 76 station hook -ups. At a word, Mutual will place before you the facts and figures with surprising speed! MI1'l'UAI. BROADCASTING SYSTEM Watch This Cooperative Network of Independent Stations! COLUMBIA'S EXCLUSIVE FULL TIME OUTLET FOR WESTERN MICHIGAN ! HOWARD H. WILSON New York Chicago Kansas JOHN E. FETZER President and General Manager MASTER THE MASTER MARKET KDKAWITH 50,000 WATT P I T T S B U R G H The Only Station That Completely Covers the WORLD'S RICHEST INDUSTRIAL SECTION BEYOND the Pittsburgh horizon ... and completely within the KDKA primary area, are scores of important markets, such as STEUBENVILLE, WHEELING, WEIRTON, BUTLER, NEW CASTLE, SHARON, MEADVILLE, JOHNSTOWN, ALTOONA, CLAIRTON, ALIQUIPPA, HOMESTEAD, BRADDOCK, McKEESPORT, etc.... in short, 60 towns of 10,000 population or over, in the KDKA primary area alone. KDKA is represented by NATIONAL BROADCASTING COMPANY, NATIONAL SPOT SALES DIVISION with offices at 30 Rockefeller Plaza, New York Merchandise Mart, Chicago NBC Building, Cleveland 275 Tremont Street, Boston Trans -Lux Building, Washington, D. C. 111 Sutter Street, San Francisco Sunset Boulevard and Vine, Hollywood IfeJqhoao&KDKA 1 "A`i at+ Key to tice AAótèa I4tÁet" In Cincinnati WSAI is 2nd only t0 WLW in total business Climaxing the dramatic sweep forward and upward of WSAI's business, comes this revolutionary Cincinnati situation: WSAI IS NOW SECOND ONLY TO WLW IN TOTAL BUSINESS! During the typical week of July 14th through the 20th, WSAI had 2622A quarter hours of sponsored programs -local, national, spot AND NETWORK. Thus, 5000 watt WSAI, though not tops in power, is tops in business, and is impressively ahead of its nearest rival, a 50,000 watt, 1490 kc, CBS station. By excluding baseball, we subtract the "strictly summertime" business. Yet even after that, WSAI is still in second place in total sponsorship. These indices of leadership demonstrate what advertisers think of the Cincinnati radio situation since that memorable day last September when three network changes were made here. They point out the station which the majority of the men who pay the bills believe is doing the job for the advertiser. More and more, WSAI becomes the choice of those who wish to reach and sell Cincinnati. You should investigate. WSAICincinnati's Own Station R E P R E S E N T E D B Y I N T E R N A T I O N A L R A D I O S A L E S AIMED AT PEOPLE AND POCKETBOOKS KLZ's new directive antenna concentrates its power available to advertisers within a month. But an indi- output in a northerly and southerly direction. This is cation of what may be expected is to be found in tests done to eliminate interference to stations on the West in downtown Denver where KLZ's signal has increased Coast and in the East. But in directionalizing its signal about 150 % in the daytime, 350 % at night. strength, KLZ has likewise turned its full force on the buying power of the Rocky Mountain region ... on Cheyenne, Boulder, Greeley, Fort Collins to the north ... on Canon City, Cripple Creek, Colorado Springs, Pueblo to the south. In short, this new directive an- tenna, the most modern known to engineering science, combines with KLZ's new 5,000 watt authorization, full time, to make KLZ the best buy in the Denver region today. Actual measurements of this improved coverage are now being made. Findings will be made THE NEW FACTOR Meflewl/ oa) oF et `l c e 4 p1 `ov oF VAit .