APRIL, 1931 t. AP"

I In the shadow o the Capitol dome .cs:: ,s._.:iY,.

A PERSONALITY STATION 143,000 Radios The Capitol's Only Local Station

Western Electric Throughout Crystal Control 333 and 78 Turntables

Low Rates Consistent Coverage AMERICAN BROADCASTING COMPANY

ANNAPOLIS HOTEL, WASHINGTON, D. C. }

To increase sales advertisers select

10,000 WATTS

The Most Powerful Broadcasting Station In the Northwest

* The real test of advertising is sales. There Amos n' Andy Seth Parker is a good reason why KSTP produces more Empire Builders dollar the advertiser; why old ad- Lucky Strike per for Atwater Kent vertisers continue and why an increasing Fleischmann Hour Camel Pleasure Hour number of national, regional and local Palmolive Hour Bobby Jones advertisers select KSTP as the best medium Westinghouse Salute Louis's Hungry Five through which to stimulate sales and intro- Chevrolet Chronicles duce new products in this rich market. The Cities Service Maxwell House Concert reason that KSTP produces more is be- Halsey -Stuart Phil Cook cause of more listeners-70% of the radio Interwoven Pair Chase & Sanborn audience in the Twin Cities and adjacent General Motors Northwest; this popularity resulting from Coca-Cola Weber and Fields greater power, superior quality and more Packard Program General Electric outstanding entertainment and service fea- and exclusive Consolidated Press Service tures such as (*Note partial list at left).

St. Paul-Minneapolis NORTHWEST'S LEADING RADIO STATION

April, 1931 1 SERVICE

\ That we may keep abreast of the increasing growth of radio spot advertising, and also continue to render \ a complete personal service to advertisers and , agencies, we now have offices in the following cities: ; CHICAGO CLEVELAND DALLAS DENVER SALT LAKE CITY SAN FRANCISCO Careful preparation LOS ANGELES and supervision SEATTLE of that which goes PORTLAND through the VANCOUVER Microphone Our recommendations are planned without preju- including spot dice as a sensible, practical part of the well-balanced merchandising plan dovetailing with and support- announcements, ing other media. sponsored studio It has been, and will continue to be, our policy to programs serve only as many clients as we can with unremit- ting and scrupulous attention to detail. Not how and Electrical many-but how well! Transcriptions

by Columbia We invite you to ask for further information A. T. SEARS & SON, INc. CoTumBia The Company where every executive and repre- W sentative is an experienced Advertising man 520 North Michigan Avenue, CHICAGO

2 Broadcast Advertising WHY IT WILL PAY You To CHOOSE COi.U1VIBIA ELECTRICAL TRANSCRIPTION PROGRAMS

Electrical Transcription broadcasts give you Western Electric to develop and perfect the economy, complete control of coverage and cer- electr'cal system of recording. What's more, tainty of performance. And in Electrical Tran- Columbia is backed by more than forty years' scriptions, Columbia gives you the perfect spot experience ín the recording of entertainment. So disc programs to do your radio job-presentations there are no weak links in the production of that come from the hands of a staff highly trained Columbia Spot Disc Programs. in every phase of radio disc production.

There are Columbia recording studios in New For it is the Columbia organization that has York and Chicago-Columbia representatives in brought Electrical Transcriptions up to their most of America's principal cities. Mail the present point of perfection. The Columbia coupon for further information - mail it today! Recording Laboratories were chosen in 1924 by Columbia Phonograph Co., Inc., New York City.

Features of Columbia's Electrical Some Users of Columbia Electrical Transcription Service Transcription Programs Radio Plans Pequot Mills (Sheets) A. Riwrjois Co., Inc. (Cosmetics) Program Ideas Ivanhoe Foods, Inc. (Mayonnaise) Henry Glass & Co. ("Peter Pan" Fabrics) Continuities Grigsby-Grunow Co. (Majestic Radio) R. B. Davis Co. (Baking Powder) Talent Devoe & Raynolds Co., Inc. (Paints) Vick Chemical Co. (Vicky VapoRub) Production The Mennen Co. (Toilet Preparations) Radio & Television Inst. (Fduc. Courses) Recording Lehn & Fink Prod. Co. (Toilet Access.) National Refining Co. (En-Ar-Co Motor Oil) Pressing Ridgy, ays Inc., (Tea)

ELECT C LUX I IATRANSdRIPTIoS

COLUMBIA PHONOGRAPH CO., INC. Name Dept. B. T., 1819 Broadway, New York City Please send me full information on Colum- Address bia spot broadcast discs. City State April, 1931 3 1/ÁI /Á PRESTIGE

YOUR RADIO PROGRAMS

How they are built; their sources; the personalities who carry your message to the public-these things are of interest to you. They are brought out in human account, beautifully printed and elaborately illustrated-a forty -page booklet

THE STORY OF WMAQ

It is the inside story of program building by the creators of ?; ;11 lÍ I-1 l Amos 'n' Andy and other outstanding radio features, and !,,il, presents the development of one of America's leading broad- casting stations. r;,lI1 ' I'`, ,Hip- Available without charge to all advertising agencies. P' r II ',,, Additional copies will be furnished the general public at 25 --- cents each, plus postage. E______J WRITE

5. WMAQ, Inc. The Chicago Daily News Broadcasting Station 400 WEST MADISON STREET CHICAGO, ILLINOIS

4 Broadcast Advertising 440 South Dearborn Street, Chicago, III. Subscription, $2.00 a year. Single copies, 20c. Issued monthly on the 15th. G. W. Stamm, Publisher and General Manager; R. B. Robertson, Editor; Ray S. Launder, Advertising Manager; É. J. Van, Circulation Manager. Eastern Representative: C. A. Larson, 254 W. 31st St., New York City.

Entered as second class matter February 19, 1930, at the Post Office at Chicago, Illinois, under the Act of March 3, 1879. . (Copyright, 19J1, by Broadcast Advertising)

Volume 4 APRIL, 1931 Number 1

PROGRAMS AND AUDIENCES

Shall We Build Them Ourselve THE NEW YORK PUBLIC LIBRARY or Buy Them Ready -Made? 6224154 ASTOR, LENOX AND TILDEN FOUNDATIONS Queries Russell Byron Williams R 1932 L

RADIO programs still carry too "show." Going into radio with as radio advertisement. With a result many presidents' pictures. much fear and trembling as his that frequently is "not so good." That is to say, an uncomfort- predecessor did into space, the man Just one example of how the pres- able percentage of programs still who signs the checks insists upon ident's portrait gets into the pro- bear unmistakable evidence of tam- having a hand in the building of the gram : Early last Fall a certain na- pering by the executive personnel of tional advertiser wanted to use radio the sponsor's company. to stimulate sales and dealer co- Thirty-five or forty years ago operation. Theirs was a seasonal much space advertising was sold in the best buy-- product, so necessarily their time on newspapers and national magazines the air was limited to thirteen ijTHIS splendid menu of en - weeks. was lim- on the basis that the page ad would 1 tertainment, inspiration and Their pocketbook carry the president's portrait and a information," says an editorial on ited to thirteen half-hour shows. picture of the factory. Knowing broadcasting in the February issue Everything went along swimming- little or nothing about advertising, of Radio Retailing, "is spread be- ly until we came to building pro- and not trusting the advertising man fore the listener without cost. And grams. Then it was that a whole or space representative, the man of the total time these programs herd of sacred cows came lowing who signed the checks could be in- are on the air, not more than three o'er the lea. The advertising man- veigled into the position of check per cent is actually devoted to ad- ager was America's prize Victor vertising announcements. Surely signer only on promise that a por- Herbert fan. The vice-president no listener can object to two min- was a \Velshman and he just loved trait of his impressively powerful utes of advertising out of an hour's physiognomy and a "bird's eye" magnificent entertainment rendered the Welsh national anthem, "Men view of the mammoth factory (with by the world's greatest masters and of Harlich." The sales manager, it its stiffly posed \merican flag and leaders. Contrast this with the seemed, was once an all- kmerican self-conscious fountain) would oc- popular magazines, which are made football star, so nothing would do cupy the majority of the space to be up of 40 per cent reading matter if it didn't include a bunch of col- purchased. and 50 per cent advertising. . . . lege songs, particularly his college Today, tinder slightly different As things stand, any family which song. The general manager was a circumstances but with the same un- buys a radio set and tunes it in night-club devotee, therefore we 1931 will get far more solid derlying principles, time on the air during must have a lot of jazz. knd the enjoyment for the outlay than can is president loved nothing so much as being sold to doubting Thomases be obtained from any other ex- by radio station representatises or a male quartette! penditure of the same money .. . advertising men on the basis that A radio set still remains the best There you are-make a program the musical preference of the presi- buy that can be made with the out of that! Can you imagine a dent or the advertising manager will 1931 entertainment dollar." half hour made tip with "5th, Sweet find a prominent place in the Mystery of Life," "Men of Har- April, 1931 5 lich," "My Baby Don't Care for Gradually, however, it has been invest any considerable amount of Booze," and "Sweetheart of Sigma seeping into the consciousness of money in a new program, which Cough"? Well, we had to. It was radio advertisers that when a special they realize may or may not pull in- a matter of "public be damned- show is built-when a new feature quiries and orders, and which they let's have what we want." Only is inserted on the air-it takes any- are coming to know must be con- these good men (in their line) where from four to fourteen weeks tinued over some period of time if wouldn't admit this because each one to accumulate a sizeable audience radio is to give them its fullest meas- sincerely believed the "public" want- with any degree of loyalty. And ure of support. These "ifs" and ed his personal preferences. this, for a great many sponsors, "maybes" have kept many of the It was just a case of putting the makes radio advertising very expen- smaller mail-order concerns off the portraits of the executive personnel sive. It is only natural, therefore. air. They just couldn't afford to in the radio advertisement, or no go. that a good percentage of such spon- gamble as much as radio demanded. We put 'em there. But, as you sors are coming to the conclusion But now, more and more of them might readily imagine, the series of that they can more effectively and are seeing the light with respect to thirteen shows was a grand and cheaply buy established features. ready-made programs. glorious flop. They sold about as There are a number of radio ad- Only recently such a house wrote much merchandise as the old page vertisers in my experience who have a number of stations and put the

ads which carried the portrait of the clone this very thing-buying ready- question : "What well -established president and a picture of the plant. made programs-with remarkable feature have you got which you that page carrying three lines of success. One company making a know has a big following among stilted copy to the effect that they home fixture specialty pays the ex- women and children, and what is sold tote boxes and elastic razor penses of its advertising man to the price of that feature?" The blades. travel around to various selected letters which came back from the jr; ORTUN.ATELY, we are grad - stations, where that advertising man stations were detailed in information J" ually getting away from this can personally hear the station's fea- and for the most part logical, force- costly program tampering by un- tures, determine at first hand the ful, sensible sales letters. From the schooled executives. There is a lot station's coverage and claim to hunch of replies received, he bought of it going on now, and doubtless audience popularity, and then buy, nine sustaining features-established there will be for some time to come. outright, the particular feature programs with established audiences But there is a marked trend in the which best fits his needs and purse. -and every last one of them pulled better direction. The ability of qual- Another radio advertiser who is like a house afire. And, what was ified radio advertising men is more doing this to good advantage is a still more important, the returns and more being recognized by the mail-order concern. Because mail- were immediate, all necessity for men who sign the checks, with the order advertising is brass tack stuff waiting for an accumulated, profit- result that more and more programs in comparison with general publicity able audience having been elim- are going on intelligently, and radio advertising, an entirely different ad- inated. is being given an opportunity to vertising procedure must be em- In radio, the show's the thing. yield its full force in sales promo- ployed. Very rarely will a mail- Not always, but many times (and tion. order house spend money on insti- probably more frequently than is Indeed. there is a clearly discern- tutional advertising. Their adver- now popularly supposed), sponsors able tendency among radio adver- tising must bring a certain return- might very effectively buy estab- tisers to buy ready-made programs. and bring that return immediately. lished sustaining programs and put The successes experienced by two or There can be no guesswork about their goods -selling commercials be- three pioneers in this method is now mail-order advertising. Either it fore and after. At any rate, there being recognized, and radio men, works-or it's out. is a distinct tendency in this direc- particularly in agencies, are realizing I laving had long experience with tion. and the stations which are alive that not always is it necessary or will-o'-the-wisp returns, mail-order to the trend will begin advertising desirable to build a special program, folks are quite generally loath to their popular sustaining features but that there is both economy (telling honestly the size and char- and efficiency in buying established acter of the audience) that adver- features. and thereby established tising men and agencies may buy audiences. directly an established audience. Probably in the majority of cases it is necessary to build a special pro- gram to fit the sponsor's product World Broadcasting Opens and to meet the particular advertis- Chicago Office ing problem. As recently as two ZA 7ORLD BROADCASTING SYS- years ago it was generally insisted TEM. INC., radio station repre- upon. Sponsors sentatives, have opened a Chicago office of radio programs in the Merchandise Mart. H. Donald- wanted a feature built especially for son Leopold, formerly president of them. That, it was felt, was the Freeze -Vogel -Leopold. inc.. advertising only way in which the message agency, is in charge of the new office. could be gotten over properly World Broadcasting System is affiliated and with Sound Studios, makers of electrical the program made distinctive. transcriptions. 6 Broadcast Advertising Jazz Music Is Preferred by Listeners, Stations Report "When Your Hair Has Turned to Silver" Is March's Most Popular Tune

JAZZ music is preferred by the majority of radio listeners today. \\ hether those words are pleas- ant or distasteful-whether they lead you to the conclusion that the world is going to the dogs or con- firm your belief that happy days are here again-it is none the less a fact that the radio audience as a whole is thoroughly in favor of popular dance tunes and will listen to them, no matter what other kinds of music may be available. The basis for that statement is the response to a questionnaire sent out to a number of radio sta- tions asking them to list the musi- cal numbers that requests and fan mail show to be the most popular rank next, with the so-called "high- stood when the particular audiences with their listeners at the present brow" music a poor fourth. are studied. time. Of the twenty-four hs:s re- In spite of the general prefer- Less clear are the reasons for the ceived to date more than half in- ence for current popular songs, reply of KYA, San Francisco. Syd- clude nothing but dance music, and several stations report that their ney Dixon, program director, writes half of the remainder put it in first audiences are different. George C. that they receive very few requests place. Biggar, program director of \VLS, for jazz, and lists the following (It may be pointed out that Chicago, writes that "WI S has numbers as the most popular : taking the information entirely always catered to the rural and "Bells of St. Mary's," "Song of from station mail eliminates the small town audience. Our mail Songs," "I Surrender, Dear," "Go- preferences of that large part of shows that the familiar type of ing Home," "I'll Take You Home the radio public who listen hut do number with a real melody is most Again, Kathleen," "Ah, Sweet Mys- not write. This is unquestionably popular among our folks." Ile lists tery of Life" and "Lover, Come true, but the only alternative ap- such songs as "Bury Me Out on Back to me." pears to be a personal interview t h e Prairie," "Mrs. Murphy's Charles H. Gabriel, assistant man- with every member of every fam- Chowder," and "Old Rugged ager of KNX, Hollywood, replies ily whose home is radio equipped. Cross" : such square dance tunes as that, while it is not possible to an- Not only would this he tremend- "Turkey in the Straw" and such anlyze MI mail closely enough to ously costly, but there is no reason orchestra numbers as "Parade of pica: out the most popular selections, to believe that the result would be the Wooden Soldiers" and "Mis- "offhand, we find our bulk requests any different, as most station man- souri Waltz." are fór old-time songs, songs of the agers agree that the letter writers Scandinavian music is first choice western ranges and ultra -classics represent all classes of listeners of the audience of \\ CCO, Minne- such as symphonies and operas. Cur- fairly equally. However, if you're apolis. Listeners to \\'N \X, at rent popular hits come in, .)f course, looking for a loophole. here it is.) Yankton, S. D., write in for old- but these are very much in the Surprisingly enough - to t h e time numbers and songs that were minority." writer at least-is the further fact popular twenty ) ears ago. Songs that the location of a station makes of the old west are in demand at r1 -HE favorite piece of the radio little difference. Jazz is equally KDFN. Casper, Wyo. WIB\V, public in March, 1931, was popular in Georgia, New York, Topeka, Kans., finds that most of its "When Your Hair Has Turned to Iowa, Kansas and Wyoming. Old- requests are for old-time songs. Silver." At least, eleven stations time songs and the lighter classics These preferences are easily under- (Conli ued on page 21)

April, 1931 7 A NEW YARDSTICK FOR MEASURING RADIO COVERAGE CBS Study Ignores "Where Can a Station Be Heard?" to Answer "Where Is It Actually Listened to?"

Described by John J. Karol Director of Market Research, COLUMBIA BROADCASTING SYSTEM

F YOU were to ask advertising men what information concern- ing radio would be most helpful when considering broadcast adver- tising, probably 90 per cent of them would mention "Coverage of sta- tions." As a matter of actual fact, this very question was asked, and over 90 per cent of those answering desired information pertaining to the measurement of radio coverage. While there have been numerous estimates based on power, field strength test and accumulated "fan mail," to show where a given sta- tion can be heard. there has been a dearth of factual information rela- tive to the actual listening audience of a station. It was with this in ¿r mind that a recent investigation was conducted to determine the distribu- e . 471 tion and relative intensity of the "minimum habitual audience" for uA:i each station of a network. ." The results of this study, we be- lieve, are significant to advertisers for several reasons. First of all, it t,lú .. definitely puts to route the still cur- rent fallacy of drawing circles INIM/.1NY LISTENING AKR.% %Rd O\DAIU1' LISTENING ASKS around stations in proportion to Inr ,.de. Arr.. of I.,...e .rid Very Good Include. dl &h..fed Conn.. Coverage he.e, black bordee. their power. and assuming that these within ouiide heavy blaek border. circles represent coverage. . IxTE.Vse %Lin. GWO REGt.'LAR 0 ocuSlONAL Although we are unable to deter- A typical coverage map (WBBM, Chicago) mine the actual number of listeners at a given moment to any station. ber of listeners per thousand popu- merits on each station on the net- since this shifts with every hour of lation), the relative intensity of cov- work. A standard 60 -second an- the day and with every program, erage for each county in the given nouncement was made once a day this study has enabled us to locate station's zone of regular influence for seven days over each station. and grade by degrees of intensity has been determined. The announcement was made in the the listening area of each station. The method employed in gather- morning one day, in the afternoon The data accumulated have enabled ing the data for the listening area the next day, and in the evening the tis to prepare a series of individual maps may be summarized as fol- following day, etc., so that responses maps showing by counties the areas lows: would represent an average audience of Primary and Secondary Cover- A souvenir radio map of no in- and not a peak audience. A week age for each station. By the use of trinsic value was offered to radio was chosen early in October when uniform mathematical ratios (num- listeners through local announce - atmospheric conditions were average 8 Broadcast Advertising rather than favorable, and no un- 2 P. usual program features were sched- Women Listen at 9 A. M. and M. uled. No publicity was given this Prefer Plays, WLS Survey Shows announcement and no mention was made of this offer in any way except ADIO STATION WLS, Chi- 3. Do you set your dial for on the air. The requests for the cago, with an audience that one station? Yes 218 map were tabulated by counties for is mostly rural, recently broad- Change stations for pro- each station. cast a group of questions regard- grams? Yes 162 is ing listening habits to which it It interesting to note that over 4. Do you have the radio re- 150,000 maps were distributed as a asked its women listeners to turned on while doing major result of these seven brief announce- spond. A tabulation of the housework? Yes. 280 replies follows : ments. This represents one request questions and the No 15 for every eighty or ninety radio Music 92 1. What hours during the day do What for? homes in the United States and as- Talks 2; Both 178 sures the statistical significance of you listen to radio? the findings. As explained below, Morning 5. What kind of music do you however, the relative number of re- 9:00 130 v' most enjoy? All Morning 120 turns from each county was the only 10:00 108 Group 1 consideration in determining the 8:00 98 227J listening area. 7 :00 79 Old Time The audited figures of returns 11:00 67' Sacred 199 60 Popular 102 with population 12:00 were compared the 6:00 41 Semi -Classical 44 of each county to determine the Classical 23 requests popu- Afternoon ratio of per thousand Group 2 lation from each county. From these 2:00 130 All Afternoon 121 Voices 185 figures, maps were plotted on the Male 3 :00 120 Hawaiian 148 following basis : 1:00 74 Organ 79 Counties which yielded 50 to 100 4:00 59 Orchestra 73 per cent as many requests (per thou- 7:00 to 8:30 43 Piano 66 17 60 sand population) as the county in 5:00 String Trio 6:00 17 Other Instrumental Solos 45 which the station itself is located, were mapped as "Intense Cover- 2. What types of programs do 6. Do you follów suggestions age." Counties which yielded from you enjoy most? offered during women's 25 to 50 per cent as many requests Plays 183 programs? Yes 190 (per thousand population) as the Music 1774 No 40 Heme Problems 109 county in which the station itself is Recipes 89 7. Do you ever purchase a located, were mapped as "\ ery Child Training 88 commodity after hearing areas 73 Good Coverage." These two Gardening it advertised over the combined are designated as "Pri- Inspirational 63 air? Yes...167 ; No... 63 mary Coverage." Sewing 61 Any counties from which less than 25 per cent as many requests value in determining the effective- Rankin Tells N. Y. U. Students were received were arbitrarily ex- ness of that coverage. All of the About Advertising Media cluded from this area and mapped market data which have been gath- A T THE request of Hugh E. Agnew, as "Secondary Coverage." ered by the Department of Com- 1-1 chairman of the Department of Mar- The maps thus prepared represent merce and other organizations may keting, New York University, William of coverage rather than now be applied with some degree of H. Rankin, president of the Wm. H. "minimums" Rankin Company, gave an hour's lecture the maximum range of stations, but accuracy to the coverage of radio last week to the students on "How Ad- they give to the advertiser more stations. vertising Agencies Look on Media." Mr. definite information concerning the It must constantly be borne in Rankin's exposition dealt particularly audience he can actually reach with mind when analyzing statistical data with newspaper, magazine and broadcast adb ertising. his program. Having a record of pertaining to radio as an advertising a medium for most are In discussing radio as each county included in the area of medium that conclusions the advertiser, Mr. Rankin deprecated the Primary coverage and the area conditional in character. The changes the criticism of many owners of radio of the Secondary Coverage, com- which occur in power, wave length, sets who wanted 100 per cent entertain- plete market data, such as popula- location, and ownership of broad- ment and who objected to the advertising as was telephones, number casting stations necessitate revisions announcements, forgetting that it tion, number of the paid space that made it possible for of passenger automobiles, number from time to time. Nevertheless, the newspaper to present all the news at of income tax returns, and total the data that hale been gathered a low cost, so it was the advertising' an- bank deposits, are available for each thus., far provide the basis for the nouncements that alone made possible the station. These data enable the ad- more comprehensive analyses which high quality of the entertainment that was carried over the air into a million vertiser to study the distribution and will follow, enabling broadcast ad- homes. He stated very frankly that character of the markets covered by vertisers to use radio more effec- broadcasting could make good as a pri- his broadcast feature, and are of tively. mary medium on its own sales ability. April, 1931 9 Radio Displays Make Sales for Retail Dealers

CD ROADCASTING this real attention -compelling will sell 'em, but a force to the sale of actual reminder sure helps Olive 9almer...... merchandise. It was then to clinch the sale." cobra kw Sop.o that the glittering radio That's the firm belief of -r /^rimaYkrina «lhc transmitting towers, which Oliver T. Agdesteen, presi- Pal/no/Mt /lour you see over there on those dent and manager of the two counters, the flashing Merchandise Mart Drug lights which illuminate the Store, Chicago. And he names of the various radio - 1 ought to know. for by tying I advertised products, and the in with the broadcasts of antennae with the phrase, various drug manufacturers 'On the fir Over NBC,'

he has increased his total 6't (MOrar_ were designed. drug sales three hundred per trite MY/ GA "That part of the display cent and his sales of indi- /.39 as.coriaied 1.11(:Slah°, was very easy; the difficult I 1 c.... vidual featured items as high part was to get the proper oo, as twenty times normal. I.,,..... L .,. display material from the \\'hen the drug store was manufacturers. I got in touch t I opened, a serious problem with at least 25 manufactur- confronted Mr. Agdesteen. _ I ers and requested that they One of the features of this 4 , send me displays which were beautiful shop is a long ® :..... built aróund their radio pro- lunch counter where food Íffr ®clt'I grams. I ,,vas amazed and and soft drinks are served. distracted by what I received. The star and the product together This lunch counter, being lo- They willingly sent me loads cated as it is in the largest of display material, none of building in the world, far off from to see what the attraction was, I which was built around their radio the beaten path of loop traffic, found that the men, women and programs. There was not a single brought thousands of people in for children were eagerly looking at the photograph of a radio star, and only lunch. However, as soon as they photograph's of artists who were ap- one or two small pieces carried a had eaten, they would leave the store pearing on well-known radio pro- phrase which called attention to the without paying the least bit of at- grams. clay and hour of their weekly broad- tention to the attractively arranged "They all knew the names of the casts. drug and cosmetic counters. artists, but none of them had ever "I could not and would not use "This same problem confronts at seen their faces. The photographs the material. It was the same old least 95 per cent of all druggists in were a real treat. I immediately stuff that I had in my storeroom. this country, and 1 was at my wits' made arrangements to borrow the The public is not interested in that end in my effort to solve it," said display from the NBC, which is also type of display-people want to look Mr. kgdesteen. "Just at that time, located in the Merchandise Mart. at photographs of radio stars and the Radio Show opened here in Chi- The photographs were displayed in compare them with the images which cago, and I, being very much inter- my store and attracted a great deal they have made in their imagina- ested in radio, decided to visit it. of attention, but they did not bring tions. I explained what I wanted While wandering around, I noticed people over to my drug and cosmetic to the Colgate -Palmolive -Peet Com- a large crowd of people in the booth counters. pany, and they very graciously made of the National Broadcasting Com- "That display, however, gave me up those attractive hoards with the pany. When I could get near enough an idea, and I made plans to tie up photographs of the artists appearing 10 Broadcast Advertising on the Palmolive program. They were just what I wanted-display material built around the radio pro- gram-and that is just what thou- sands of other druggists all over the country want and need. huge suc- "The display has been a r cess. My customers no longer clash o. ir1 - rr out of the store after they have 2 h -_ttt t +, . , eaten ; they are attracted by the un- :/ , look 1l . , el 1,111214 3 y usual display, walk over and ITS M.q t rlLS. r ,c : at their favorite radio stars, and q d+V ' 4101 /- 7T then without any urging on the part jr-, .E> ; i of my clerks, buy the drugs and " ¡.-. Y cosmetics on display. \\ hr, we sold - f,s -* 1 out our stock of one perfume the - ° first morning after the display was i put in ! This type of display re- minds my customers of the things that they have heard on the air and enjoyed. "In twelve years' merchandising Mr. Agdesteen's radio counter experience with one of the country's largest drug chains, I have never tually made until each listener has looked, but they listened. As they seen anything to equal the response visited his druggist. Usually that listened, they \sere given samples or of the public to this display. \Vhy means the next day, for most drug advertising literature, such as are the day after the new Pepsodent programs are broadcast in the eve- usually offered by the sponsors of Antiseptic was announced, I had a ning. And by the next day the various programs." display of it on my. counter with a listener may have forgotten the Nor is it only the drug industry large copy of the advertisement trade name, or even if he remem- which can use radio tie-ins with suc- headed `Here's Pepsodent's Sur- bers it, can easily be swayed by a cess. A recent issue of the Dry prise.' Within two weeks more than clerk pushing some other brand. Goods Economist tells of a depart- three gross bottles had been sold, Some dealers. it is true, will go to ment store which devoted an entire 90 per cent of which were picked up the trouble to do the tie-up job them- corner window to a scene froni a by customers and handed to the selves. There's W. D. White, for program broadcast by a firm whose clerks with the comment, `I guess example, a druggist in Wilkes- goods it handled. I'll try this.' No sales effort was Barre, Pa., who gave his goods a "The public interest aroused by necessary. Bill Hay's talks had radio tie-up and increased sales this window stopped traffic in the already sold the antiseptic to the from 15 to 30 per cent. two cross streets for hours. Extra public ; all we did was to remind "It was a simple window that did police were needed to regulate the them." the work," says an article in Drug crowds. Inside the store, special CC -\M delighted with the re- Topics. "Against a dead -black counter displays of the products of suits," smilingly admitted this background, pictures of stars of the firm sponsoring the broadcast progressive merchant, "but as I said famous radio programs were dis- brought quick sales. Sales people before, our greatest difficulty was and played, mounted on black cards all over the store were primed and will no doubt continue to be for some which bore a legend telling who they ready to make the most of the event. time the securing of suitable mer- were, when they could be heard, and and the figures for the whole store chandising material from the manu- over what stations. About these soared that week." facturers whose products are advert pictures were built displays of prod- But these cases are exceptional. tised on the air. Practically all of ucts associated with them-all of Not all dealers are Agdesteens or the sponsors of radio programs are which were sold in the store. To Whites, not by a long shot. Most absolutely without proper display furnish atmosphere, an actual micro- of them are willing to sit back and material for use in merchandising phone and a set of radio towers in take whatever the manufacturer their products." miniature were placed in the back- happens to send. And that, Mr. That is an astounding statement. ground, together with a doll shown Manufacturer, leaves it squarely up Here are manufacturers whose pro- singing into a miniature microphone. to you. grams are continually entertaining "Inside the store a radio was in- Are you-and your dealers-get- thousands of people, whose sales stalled. On it was built a display ting the full benefits out of your talks are heard by the same thou- featuring each broadcast that con- broadcast advertising? You spend sands. Yet they have seemingly cerned drug store goods at the time a lot of money getting the public in- overlooked the fact that no matter that the programs of the manufac- terested ín your entertainers-are how well they are selling these turers of these goods were on the you using this interest to bring it listeners, they are selling them at air. The program was then tuned back? Are you reminding every one home and the sales cannot be ac - in. and people not only stopped and (Continued on rage 24) April, 1931 11 48 WAYS TO GO ON THE AIR A Check List for Broadcast Advertisers Compiled by Bob Olsen

THE advertiser who elects to 2. Light Opera and Musical cause of their unusual character, use radio today has a wide va- Comedy. such programs also quickly develop riety of program types from This class of entertainment has a a following of regular fans, giving which to make his selection. Some- more popular appeal than grand the advertising considerable cumu- times the nature of the product dic- opera and consequently would at- lative value. tates the character of entertainment tract a larger and more diversified 7. Phonograph Records. to be used in advertising it. More audience. The record is a godsend to the ad- often, however, the type of program 3. Popular Music. vertiser with a limited appropria- most appropriate for a given com- No class of broadcast is more tion. It enables him to sponsor high modity is not so clearly indicated. likely to stay tuned in on a larger class entertainment at a very low As an aid in determining what number of radio sets than a good cost. sort of broadcast to employ in each orchestra playing dance or semi- particular case, a 8. Request Programs. comprehensive classical music. Its chief disadvan- classification Direct contact between the au- or "check list" should tage is that it is frequently used be of great value. The dience and the . performers (who purpose of merely as a background at times this article is to supply such a list. represent the advertiser) is always when the listeners are working, desirable. reading, playing A. MUSICAL PROGRAMS cards. dancing or engaging in some other occupation B. CONTINUITY PROGRAMS Many programs combine music that takes their attention away from Of all forms of entertainment, and talk in varying proportions. For the advertising message. For this this is perhaps the most distincti'ely present purposes, however, we shall reason popular orchestra music "radioistic" of all. Following are include under this head only those should be used principally as a build- some of the types of programs broadcasts in which practically all er will of good for products already which fall under this classification : the time not taken up by advertising well known. Advertising announce- is devoted 9. Shows. to music. Here are some ments should be brief and few in of the types of entertainment which In this group are included all pro- number. grams which are built around a belong in this category : cir- 4. Symphony. cus, vaudeville theater or other type 1. Grand Opera. .A symphony orchestra is apt to of show. opera Grand is more likely to ap- attract a smaller number of listeners peal to the 10. Clubs. classes than to the than a dance band, but will get much masses. Human bipeds are gregarious. Such a program is there- more concentrated attention from fore for The radio club appeals to the uni- suitable advertising a music the audience it does attract. store, a high grade furniture dealer versal "joining" instinct. 5. Solos. or some other business which caters 11. Comic Strips. Economy is an especially to people of refinement. important advan- Like their newspaper prototypes, tage. Many advertisers who cannot comic strips of the air have their afford a large orchestra can sponsor regular coteries of loyal fans. a very acceptable program of solo 12. Conveyances. music. And one good soloist is The continuity idea may he cen- worth a dozen mediocre ensembles. tered about an automobile, airplane It must be remembered, however, or other kind of conveyance. that unless the artist is outstanding, interest cannot be sustained for C. DRAMATIC PROGRAMS more than a few numbers. Programs with plots, characters 6. Musical Novelties. and the other elements of dramatic This group includes all musical action. Used successfully for prod- offerings that attract because of ucts of all types. their unusual nature. Hawaiian or- 13. Adaptations. chestras, marimba bands, and other Stage and screen plays are often foreign musicians, "hill billy" vocal- adapted for radio production. Usual- ists singing mournful mountaineer ly pure entertainment with sponsor's ballads, "barn dances" with their commercial announcements at start old-time square dance tunes, and and finish. many others fall under this category. 14. Product Dramas. Interesting to the general public be- Dramas built around the product. 12 Broadcast Advertising "How Shino Saved the Day for children or adults who love children by a manufacturer of cosmetics, in- Mrs. Jones," etc. and know how to please them. vestment information by a security 15. Personality Dramas. 23. Juvenile Continuities. broker. Dramas built around personalities The theme of the entertainment 30. Recipes and Household who are intimately identified with may be built around an imaginary Helps. sponsor or product. Great North- place such as a castle in the air. A A good way to reach housewives ern's "Old Timer," and "Don stock company of actors may include economically. Logically, such pro- \maizo" are good examples. animals, animated toys, fairies, or grams are scheduled for periods is little and 16. Bucolic Dramas. human beings. when there competition Dramas of farm and small town 24. Clubs. station time is cheap. life are very popular with all types Children are the world's greatest 31. Travelogues. of listener. Vaseline's "Real Folks" joiners. A badge and a secret pass- Especially suitable for products or Goodrich's "Uncle Abe and word will make the normal child a related to travel, such as transporta- David." faithful listener to your program tion, luggage and gasoline. and an equally loyal user of your 17. Mystery Dramas. G. NEWS also popular. product. These are extremely Fittingly, the newspapers are the 25. Educational Features. principal of news pro- D. INDIVIDUAL SPEAKERS Dramatized history, music appre- sponsors grams. News may be of various Not extensively used at present, ciation, literature and other subjects types, however, some of which are but on occasion work out unusually are now being taught by radio in suitable for sponsorship by other well. (See also remarks under Sec- conjunction with the regular school business. News programs include : tion 5, Solos.) instruction. Broadcast during school 32. Interesting Events. 18. Personages. hours and attended by classes at the scandals, catastrophes, Speakers such as Byrd, Lind- teacher's command, these programs Murders, and what have you? bergh, Coolidge, etc., will insure a cannot include any direct advertis- vast audience for any sponsor. ing, but can be used to good advan- 33. Club Programs. (Byrd's talk last year brought the tage by publishers of encyclopedias \\Then famous men talk, their ut- sponsors over 150,000 requests for and school supply manufactufers. terances may constitute suitable their booklet.) radio news. F. ADULT EDUCATION 19. Readers. 34. Weather and Market Reports. Dramatic or comic readers may Radio enables you to study almost Farmers, mariners and business replace a company of actors with anything from piano playing to men are among the chief bene- considerable saving of talent costs. higher mathematics without leaving ficiaries of this type of broadcast. your own home. Here are some of 20. Wisecrackers. 35. Stunts. the kinds of educational broadcasts The common or garden variety of Made-to-order news, such as an which are being put on the air: stale -chestnut, smart -Aleck wise- endurance flight described by the cracker is a radio pest that deserves 26. Physical Culture. contestants themselves. unmerciful extermination. Unless Such a program is selective. It indi- H. SPORTS you can have your copy prepared by singles out a definite group of of products While an athletic contest is news, \I ill Rogers or some other honest- viduals. Advertising sport are distinctive to -goodness natural humorist, you such as health foods, mechanical ex- programs in which enough to deserve separate classifi- had better fight shy of this sort of ercisers and bathing suits, They may be divided into program. physical culture fans are especially cation. interested, fits in well with this kind four groups: E. CHILDREN'S PROGRAMS of broadcast. Programs intended solely for chil- 27. Regular Courses of Study. dren are excellent for building good It is now possible to matriculate will among parents. Children also in radio schools, listening to lectures, have a keen sense of appreciation taking exantiations and obtaining to the sponsor who makes their en- credits, just the same as in any other The school. Z tertainment possible. far-sight- ed advertiser realizes that the boys 28. Study of Special Subjects. and girls of today are the business- Lectures on real estate, insurance, men and housewives of the future. advertising and similar topics are Following are the more common of sometimes put on the air. Listeners the programs falling in this class : will be few in number but will be 21. Story Telling. intensely interested in the subjects In this group would be included discussed. bedtime stories, fairy stories, stories 29. Education Connected with about animals, and stories in which the Product Advertised. children are the principal characters. Examples: Suggestions on gar- 22. Music for Children. dening by a horticultural establish- The performers may be either ment, instruction in beauty culture April, 1931 13 36. Eyewitness Descriptions of gill either get something for nothing N. A. B. Chooses Detroit for Contests. or will be able to save, audiences 1931 Convention; Will for programs Football, baseball, polo, races. have been built up Be Held in October fights and have consisting entirely of special offer many other sports of the benefit of en- M HE Ninth Annual Convention been successfully broadcast. advertising-without Jl National Association of Broadcasters tertainment. 37. Sport Flashes. will he held in Detroit. October 26. 2' and 28, 1931, the Board of Directors of Brief resumrs of the day's sport- J. MISCELLANEOUS that organization decided at its Spring ing news, broadcast every evening, 45. Contests. meeting in Detroit, on March 24. have been effective advertising for Almost any kind of contest will Two Summer regional conference,. concerns appealing to the masculine were also announced, a Southern meeting insure a large audience for your headed audience. under the direction of a committee program. by J. G. Cummings. \VOAI. San \n- 38. Re-enactments of Historic 46. Tinte :lnnounccments. tonio, Texas, and a Western meeting with F. KOMO, Seattle, in charge. Contests. Jewelers or watch or clock manu- Birt Fisher, These meetings will he open to all mem- The idea is to make the hearer facturers find hourly time announce- ber stations. . feel as if he is listening to an actual ments profitable advertising. Membership applications of 26 com- broadcast of a fight or other contest 47. Samples. mercial stations. 3 non-commercial sta- that happened a long time ago. tions and 4 organizations not engaged in : Dramatized fiction of Examples broadcasting were approved. The total 39. Lectures on Sports a magazine. Dance music broadcast membership is now 118 active and 38 May follow various themes, such from a dance hall or cabaret. associates. business included approval of as instruction in a given sport, his- 48. Dealer Tic -Ins. Other the reduction of dues from local stations torical sketches and predictions. Programs or announcements of to $125 annually, subject to ratification local dealers, immediately preceding by membership; approval of the report 1. PROGR.\ \tS \\ ITiI JOINT or following the broadcast of the of the managing director; and discussion SPONSORS manufacturer. of radio and copyright legislation. E. B. KGiR, Butte. Mont., was ap- Several advertisers share the cost Craney, CONCLUSION pointed a director, replacing Morgan L. of a single program. Programs of Eastman, WENR, Chicago, who resigned this sort may be compared with a \\'nether the appropriation is due to the changed status of this station. magazine in which pages of adver- large or small, whether the product President Walter J. Damm, \VT\1J. tising are alternated with entertain- to be advertised has world-wide or Milwaukee. \\'is., presided. Other officers in attendance were: Edwin M. Spence. ing reading matter. local distribution, it is hoped that Combination \V PG, Atlantic City, N. J., vice-presi- in broadcasts may be held together in the advertiser will find the fore- dent; Paul W. Morency, WTIC, Hart- various ways: going list a type of radio program ford, Conn., treasurer; and Birt F. Fish- 40. Personality. which is suited to his purpose. er, who represented O. D. Fisher. KO110, Seattle, Wash., vice-president. Radio impressarios have built up Members of the Executive Committee clienteles of fans who listen to their in attendance were: William S. i ledges. programs faith fully. 1\'MAQ, chairman; Henry A. Bellows, WCCO, Minneapolis, Minn.: and Frank 41. Location. M. Russell, \\'RC, Washington, D. C. Example: A dance hall may Members of the Board present were: broadcast the music of its orchestra Eugene O'Fallon, KFEL. Denver, Colo.; by remote control, with announce- \rthur B. Church, KM BC, Kansas City. ments by different advertisers intro- Mo.; II. K. Carpenter, \VPTF, Raleigh. N. Henry A. Bellows, WCCO, Min- S r.... C.; duced between the numbers. "WF neapolis, Minn.; William S. Hedges, 42. Musical Clock. W\IAQ, Chicago, Ill.; Morgan L. East- A morning program of music- man, WENR, Chicago, Ill.; Leo Fitz- usually phonograph patrick, \\'JR, Detroit, Mich.: A. J. Mc- records-inter- Cosher, \\'OR, Newark, N. J.: Edgar L. spersed with advertising announce- Bill, \\'LS, Chicago, Ill.; and J. G. Cum- ments. Time signals given at regu- mings, WOAI, San Antonio, Texas. lar intervals induce many listeners Others present were: A. A. Cormier, to tune in a program of this sort WOR, Newark, N. J.; Norman White, GOOD NEWS \VJR, Detroit, Mich.: John F. every morning, leaving it on from Patt, \\'GAR. Cleveland, Ohio; and Philip G. the getting up time until the hus- 8:45 Tonight Loucks, managing director. band has left for the office and the children for school. Station KYW 43. Cooperative Programs. CHICAGO, ILL. New Series by Royal One program put on in a number THE Royal Broadcasting Systems, of places, either by electrical tran- ADVERTISEMENTS such as this Inc., of New York is presenting a are used on the radio pages of of radio scriptions or over a chain, sponsored new type entertainment in its local newspapers on the days when the series, "The World in Review." in each Each town by the local dealer in programs of the Southern Oak Floor- program takes its audience to interna- the product advertised. ing institute are scheduled. These tionally famous places of amusement, 44. Special Offer Advertising. programs are broadcast by means of brings to them celebrities, noted vaude- So - A - Tone electrical transcriptions. ville acts timely topics, which By promising that every and are person The agency is the Robert H. Brooks vividly dramatized, from all over the who listens in at a certain period Company of Little Rock, Ark. world. 14 Broadcast Advertising OBS for ABELS Molasses Broadcasts Produce Sales and Employment By Robert W. Terry

ADIO is being used to develop the work with broadcasts twice a the plan to aid the unem- week, Mondays and Fridays from ployed devised by Charles 5:45 to 6:00 p. m. over station \Villiam Taussig, president and WOR. The "Hobby Club" appeals chairman of the Board of The both to the youngsters and their par- American Molasses Company. ents. Miss Martin takes up all man- The plan is not philanthropic and ner of hobbies and is a master ín is purely commercial, but at the the art of developing these hobbies same time offers a practical common so that one broadcast is of particu- sense idea that is definite and effec- lar interest to the youngster and the 4 tise. It is, in brief, this: For every next to the parents, yet at the same five thousand labels cut from the time each program is of great in- tins of Grandma's Old -Fashioned terest to both. Molasses and sent to the American The results from the plan thus far Molasses Company, the company are both interesting and good. One agrees to take on one additional em- little girl mailed in thirty-six labels Charles William Taussig ploye for thirty days at least. The which she had accumulated in about labels are to be sent in by the con- two months. The company has re- his plan, "I am adverse to regard- sumer one, two, or three at a time ceived hundreds of letters contain- ing the question of unemployment until the company accumulates five ing one or more labels and every one as a matter of charity. I firmly be- thousand and then one person now of these letters praises the idea ín lieve that unemployment is an eco- unemployed is given a job. The highest terms. Some of them are nomic problem properly solved by slogan used is, "Help Somebody's from two to four pages in length. economic methods. While I am Daddy Get a Job." The practical results are a steadily heartily in favor of the 'Buy Now' The plan was first announced increasing volume of sales nhich campaign, I realize that where this early last November through the thus far has permitted the company increases sales and profits there is hour conducted by the late Alfred to retain all of the current force of no definite guarantee that the mer- \V. McCann over station N OR four employes with no reduction in sal- chants so benefited will require ad- mornings each week. The announce- aries. In addition, five new men ditional help. Most organizations ment was made by Mr. Taussig in have been put to work and the com- today can easily handle material in- conjunction with Mr. McCann. Mr. pany has been encouraged to engage creases in their volume without re- McCann's cast audience responded in new construction which has given quiring additional help. immediately. employment to as many as thirty "I definitely guarantee increased The next step to carry the plan men. employment for increased volume, along started about the same time The effect of the campaign on and I firmly believe that many other and continued for fifteen broadcasts sales was felt almost immediately. large organizations could use this and as on Sunday nights over the same sta- The month of November showed a plan to their own advantage tion by "Uncle Don," the famous substantial increase in sales as com- a means to relieve unemployment. child psychologist. Here the appeal pared with the same month of the This idea is open to all who care to was made to the thousands of chil- year previous, while in December use it." dren who constitute "Uncle Don's" the increase was almost double. audience and their reaction to "Help Since that time there has been some Stock Broker Uses United Somebody's Daddy Get a Job" decline, which was to be expected, Broadcasting System speaks volumes for our youngsters as it would be next to impossible to A SERIES of Sunday morning pro - in their willingness to grasp a seri- keep doubling sales indefinitely. r-1 grams have been placed on the air and to put Still. the months of January and over the stations of the United Broad- ous economic problem by the San Francisco February show appreciable increases casting System their sturdy shoulders to the wheel. office of the L. H. Waldron Company, At the present time the "Rose over the same months of 1930. agency, for the Paul E. Williams Com- Martin Hobby Club" ís continuing Mr. Tattssig said in speaking of pany of California, Ltd., a stock broker. April, 1931 15 TDIEN Is Determined by When, What and Where You Broadcast Says Reuben R. Kaufman DOREMUS & COMPANY, Chicago

Part II of A PRIMER FOR BROADCAST ADVERTISERS

THE Electrical Equipment Divi- tors into that finished unit that sion of the United States De- denotes a good radio program. partment of Commerce esti, preaudition?-- Dr. Daniel Starch, in his Survey mates that nearly half the families for the National Broadcasting Com- in the United States own radio WHAT is the proper term for re- pany, already referred to, verifies ceiving sets. The 1930 census will the radio equivalent of a the general estimate of experienced show approximately 28,500,000 fam- movie preview? Is it preaudition, or prehearing, or or some- radio advertisers that approximately ilies in the country, of which num- precast, thing else? A month ago such a four -fifths of the maximum total ber 13,478,600 operate radio receiv- question would have been purely radio audience tune in daily. Seven- ers (July 1, 1930), according to fig- academic, but now it must be set- ty-three and forty-one hundredths ures made public by the Department tled, as the first one has occurred. per cent of all listeners receive pro- in October, 1930. Estimating The first one "March of Time" pro- grams daily without preference to receiver to a family and 4.3 persons gram, sponsored by Time Maga- certain evenings. Twenty-four and in each family, the total radio zine, was preheard by Columbia twenty-five hundredths per cent do audience in the United States station officials and their guests most of their listening during par- reaches the staggering figure of 57,- some eight hours before it went out on the air. It was sent ticular evenings, with the large ma- 957,980 people. This is a sizable over the CBS wires in the regular way, jority of this percentage favoring circulation for radio advertising but was not Saturdays and Sundays. sponsors. broadcast. Almost 70 per cent of the audience use their Thus it is apparent that a very radios two or more hours each day, large and potent circulation of at- and about 24 per cent of all listen- tentive listeners daily invites adver- ing numbers of radio listeners from ers turn on their radios for tising programs into the total potential at least the privacy of audience of fifty- four hours daily. their homes. It is no more difficult eight million people. Just when people listen depends, to determine how many persons ac- The advertiser himself largely of course, upon the occupations and tually hear a particular program controls his program circulation. personal habits of the listeners. As than it is to ascertain accurately how Skillfully produced over the most a whole, the audience peak comes many people read a specific adver- suitable station at the proper hour, between 7:30 p. m. and 10:00 tisement. Neither can ever be de- any interesting program will receive p. m. There is a slight decrease in termined beyond all question of attention and build a circulation of audience size during the hours from doubt. Unlike other advertising me- its own. Understanding of the 6:00 p. m. to 7:30 p. m. and after dia, however, radio can determine audience, knowledge of the station, 10 p. m. The noon hour and the most nearly what the circulation or the hour, and the program are the dinner or supper hour are about program audience shall be. Inser- prime factors upon which depend equal in respect to the number of tion of even the finest piece of copy audience size and results for the ad- listeners. The hour of 11 p. m. to in a publication will not materially vertiser. Supplementary in nature midnight seems to draw more listen- affect the circulation of the publica- but almost of equal importance are ers than either mid -afternoon or tion, but a series of good radio pro- showmanship and program tech- mid -morning hours. N.n amazingly grams will attract constantly increas- nique, for they bind the primary fac- large audience tunes in the cheery 16 Broadcast Advertising early morning programs from 6:30 hours following darkness. \\ omen popularity must he considered. The a. m. to 9 a. m. Farmers tune in, will listen to subjects especially in- advertiser should be convinced that as a rule, from 12 noon to 1 :30 teresting to them when broadcast the general character, personality, p. m. and also during the two or during the mid -morning or mid- and type of program of the station three hours following twilight. Chil afternoon hours. In other words, or stations ultimately selected will dren are favorite listeners from 4 programs should be produced to ap- appeal to the consumers of his prod- to 6 p. m. From 9 a. m. to 11 a. m. peal to the tastes of the majority of uct. Hence, the final decision should and from 1 p. m. to 4 p. m. women people known to listen at various rest on the known minimum all-time chiefly tune in. times. Classical and semi -classical coverage, and the known audience Dr. Starch's findings also show entertainment are preferred by following of the station, plus the that 78 per cent of all radio owning urban listeners, while religious serv- cost of necessary time and talent. families maintain regular use of ices, crop and market reports, and A radio station's coverage is the their radio recei'ers during the sum- "old-time" music are preferred by geographical area in which it can be mer months. And 81 per cent state rural listeners. received. There are three classes of they prefer to listen to advertising The preference of the majority coverage. The first, and least valu- programs rather than to non-com- of listeners at 2:30 p. m. is far dif- able, is sporadic, or abnormal cover- mercial programs. ferent from that of listeners at 8 age; the second, more important It is definitely determined from p. m., for the earlier audience is than the first, is maximum all-time, numerous surveys, test programs, composed chiefly of nomen, while or normal coverage; and the third fan letters, and practical results the later audience consists of the is minimum all-time, or intensive from commercial programs, that family group, for the most part. normal coverage. farm, town and city families prefer Since the family as a whole influ - Sporadic coverage includes those essentially the same type of pro- ences practically all buying, the most localities, often quite distant from gram. The order of preference by popular programs for the general the broadcast origin, where a station the largest number of listeners is audience are those which most nearly is heard intermittently and by few about as follows: satisfy the taste of all the listeners. listeners. \Vhile most stations are Orchestral Music Know ing these audience or listen- quite proud of their distant cover- Popular, but not necessarily jazz Semi -classical ing conditions, advertisers can age, it really is of no significance to Classical choose the broadcast hour which is the advertiser, for such coverage is Popular Entertainers most likely to reach the type of abnormal as a rule. The normal Drama (Prepared especially for radio) listeners desired with minimum and logical coverage for a station is Comedy waste "circulation" among listeners in the immediate territory where it Athletic Reports not likely to be interested in a par- is located. That is where a volume Short talks on interesting subjects Religious Services ticular product. Daylight hours be- of listeners can be obtained and de- Grand Opera cause of this selectivity of audience pended upon regularly to tune in Crop, Market, Weather, and Time at whose prefer- Reports often prove particularly effective the station-listeners Educational Service comraratively small cost. ences the station should understand Children's Programs radio station, regardless and serve. Domestic Science \'FRY Physical Exercise of equipment, frequency and Maximum all-time coverage is the Obviously, this program prefer- wave length, power, and proximity area within which listeners can reg- ence order cannot be absolute. A of other stations, has some sort of ularly receive the station under or- special prize fight or ball game may audience, no matter how limited it dinarily favorable conditions. The draw the largest number of listeners may be. The advertiser who seeks extent of maximum all-time cover- with with power and equip- in any given locality ; or a promi- to reach a given territory max- age varies the nent public person may secure a ma- imum efficiency will wisely choose ment of stations. jority of listeners to a certain sta- the station which covers that terri- Minimum all-time coverage is tion at a particular time. Also, an tory most constantly and economi- that limited territory in which listen- unusually popular entertainer or sta- cally. Coverage alone, however, is ers can at all times, day or night, tion feature may attract the atten- not sufficient reason for an adver- summer or winter, receive the sta- tion of more than the ordinary num- tiser to choose a station. Listener tion with satisfactory volume and ber of listeners. It is safe, how- responsiveness as well as station clarit; . . . . This is the area where- ever, to accept the above order of in reside most of the station's pos- general listener program preference sible listeners. It is the only cover- as being reasonably accurate, par- age which a station can be depended ticularly for night broadcasting. upon to provide all the time, and it At various times of the day dif- is the only coverage which the ad- ferent types of programs will attract vertiser should buy. Sporadic cov- most of the listeners then tuning in. erage and maximum all-time cover- From 4 p. m. to 6 p. m., children's age are supplementary to the pri- programs are sure to draw a large mary minimum coverage, and only number of listeners. Farmers will help make the latter a good buy. listen to programs of interest to No station's coverage is equal in no abso- them i f broadcast during the noon all directions. Therefore, hour or during the two or three lutely definite radius can be deter - April, 1931 17 mined to show minimum all-time are some handicaps to chain broad- tions are most desirable without re- coverage. A station may reach 100 casting. The most important is the gard to chain affiliations. miles in one direction at all times, time element. Eight p. m. in the The requirements of the adver- but only 40 miles in another. Only east is 7 p. m. in the Central \Vest, tiser's own merchandising problems experience with a station's facilities 6 p. ni. in the Mountain States, and must determine whether to use local, can ever demonstrate in a practical 5 o'clock on the Pacific Coast. N. chain, or spot broadcasting. Each manner its actual minimum all-time chain program originated in New has a place in radio advertising. coverage. York City at 8 o'clock is heard in Each produces results. program can be A radio produced Los Angeles at 5 o'clock. What is Part III will appear in A/ay. and broadcast over one station, or a good time in the East may be a it can be transmitted by wire to sev- poor time in the West, and vice Commission to Hear High eral stations and broadcast simul- versa. mother is the question of Power Arguments taneously by each, although pro- station selection. Not all stations THE recommendations of Chief Ex- duced in only one studio with a sin- associated in either of the networks aminer Ellis A. Yost for the 50,000 - gle group of artists. In the former are always the most desirable from watt vacancies will be argued before case such a program is termed a a local standpoint. To get the most the Federal Radio Commission on April the local station broadcast; in the latter out of chain advertising it would be 14. First will be heard applicants who were not recommended; then the case it is known as a chain broad- necessary use to some stations on successful stations will uphold the rec- cast. one chain and some on another, ommendations. Advertisers whose distribution is which combination now is impossi- The first recommendation of Exami- all on confined to a well defined territory ble. In spite of these disadvantages ner Yost was that broadcasters cleared channels be given 50,000 watts are local chain broadcasting has progressed limited to broadcasting, i.e., power. Later, at the order of the com- to just the one station that will reach rapidly and is doing a splendid job mission which rejected the first report the desired area. The advantage of for. its users. as not complying with the limitation such local broadcasting is that it Spot broadcasting consists of rule, Mr. Yost recommended eight sta- tions for the maximum power and sug- makes possible the purchase of only using a number local of stations to gested that the other candidates be the time and talent which will reach reach national or sectional distribu- allowed to increase their present power economically the greatest number of tion areas. Originally it came into to /5,000 watts. This is generally un- listeners within the district where a being on demand of those adver- derstood to be a placating move toward the unsuccessful applicants, in the hope product can be conveniently ob- isers who couldn't economically use of forestalling long and costly litigation. tained. Local stations furnish an the chain because of limited distri- excellent means to test the merit of bution. Until the advent of elec- Establish Bureau of Radio a radio advertising schedule. The trical transcriptions, or discs, or rec- Research public's reaction to a particular type ords, as they are variously called, Bureau of Radio Research has of program, certain advertising THE made especially for radio transmis- I been organized in Milwaukee, Wis., copy, and the chosen hour can be sion, spot broadcasting depended to assist station managers in problems of studied before the larger campaign upon individual program production management, promotion and program planning by goes on the air. Nlso, any doubtful in each station. However, since the producing convenient, time- saving forms which are particularly he'p- advertiser can easily convince him- improvement and development of ful in keeping broadcasters' records. self of radio's efficacy by broadcast- electrically transcribed programs, The Bureau will also prepare statistical ing at relatively small cost a care- many national advertisers have analyses of coverage, marketing possi- fully checked series of local pro- turned to spot broadcasting as a bilities and radio business surveys in for broadcasters, advertising grams. means securing general of the most desir- agencies and advertisers. The chief advantage of chain able stations at the most favorable Andrew Hertel, manager of the Bu- broadcasting is that it reduces con- hour in a particular community. reau, was formerly manager of radio station WTMJ, Milwuakee, and radio siderably the per station cost for By producing a program on discs editor of The- talent from what would be required Milwaukee Journal. The the ad%ertiser obtains the same. if offices of the Bureau are located at 215 were the advertiser to produce the not greater, saving in talent costs as Underwriters' Exchange Building, Mil- same quality of program separately is possible over the chain. The discs waukee, \Vis. over a number of different stations. provide absolute uniformity of pro- Another important advantage of gram presentation and cannot be dis- Australian Stations Appoint chain broadcasting is that it secures tinguished from personal appear- Powers ADIO stations for the advertiser a certain degree 3DB, Melbourne, and ance before the microphone. They 5AD, Adelaide, Australia, have ap- prestige which, of in the minds of enable, in effect, personal super- pointed Joshua B. Powers, Inc., New many listeners, places him among vision of program productions over York, as their exclusive representative in the sponsors responsible in the most ten or fifty or one hundred radio the United States. part for high quality programs. stations thousands of miles apart. Lottridge Now Managing KFKB The two national chains or net- They make possible the purchase of JBURYL LOTTRIDGE, formerly of works in the States have as United much or as little efficient, strategic station KFH, V1 ichita, is now man- done most admirable service in radio and intensive coverage as conditions ager of station KFKB, Milford, Kansas. advertising. They have set program warrant at only one talent cost. Only The station, which was purchased from Dr. standards difficult to beat and led stations of proved popularity, power J. R. Brinkley by the Farmers & Bankers Life insurance Company a the way in production of outstand- and coverage need be employed, the short time ago, will change its call let- ing radio programs. However, there advertiser selecting whichever sta- ters to KFBI effective May 1. 18 Broadcast Advertising Puzzle Program Pays Profits to Local Sponsor Says D. Le Masurier Manager, KFJM, Grand Forks, N. D.

MANY of the best features on the air have been stumbled onto quite accidentally, but we think that our latest find is a prize winner for novelty. To accommodate a late market re- port, it was found necessary to fill in a thirty minute program. Cast- ing about for something other than phonograph records with which to fill in the time, we decided to try reading famous quotations, thoughts of great men, with an occasional conundrum or puzzle. It was noted that these conundrums and puzzles pulled a larger number of telephone calls than the quotations. Conse- quently more and more of Viet were given, until the period became entirely a puzzle hour. The tele- phone calls came in increasingly large numbers until, at the request of the local manager of the tele- Puzzle -Hour announcer looks over his mail phone company, who reported that The were swamped with his operators help but be puzzles, only correct answers are letters per day cannot calls, mail replies were plugged. the successful. over the air. When the postal replies reached acknowledged We have proved to our own sat- The appeal of the puzzle program isfaction that we can move almost an average of seventy-five letters the store by pre- quite general. Adver- any article in per day, it was suddenly decided seems to be senting it properly over your sta- solicitors frequently find the example, we had a com- that the program had commercial tising tion. For discussion of a puzzle broadcast a plete sellout in our Christmas can- possibilities. The thirty -minute pro- dy long before the holidays. This previous a good opening gram was accordingly sold to the day or two was repeated Valentine's Day. We to some of the hardest prospects. attribute our great increase in busi- Larson & Torgeson Drug Com- 'in no some of the mail comes from ness this year to KFJM pany, operators of two local drug \\ hile small degree. and professional people, stores. They decided that a weekly business bulk it is from folks living Last month we issued a book of prize might make things a little more the of on farms and in small nearby com- 150 puzzles to be sold to fans for interesting, so every letter or phone munities. In fact, traveling men twenty-five cents, a joint publication call coming in is now given a num- us that promptly at one every of KFJM and the Larson & Torge- ber and at the end of each Satur- tell afternoon the radio-equipped restau- son Drug Company. Even before day's program a drawing is held. stores lay aside all busi- it was off the press, hundreds of While the prizes offered do give rants and ness cares while merchant and cus- orders were received. A special the listener an additional incentive tomers alike sit down to work out puzzle program show window was to send ín hís reply to the station, "today's puzzle." made up the week of publication in it has been found that personal ego Mr. Torgeson writes as follows the largest of the sponsor's two is the most important factor. Every- the merchandising pos- stores and it drew large and inter- one likes to feel that he is as smart concerning sibilities of the puzzle program : ested crowds. Fifteen thousand let- as the next fellow and the puzzle In reply to your inquiry as to ters were thrown into the window program provides an excellent op- with the success we are having in a manner to give the appearance portunity to prove it, not only to radio advertising over KFJM, I are very of having been just opened. Micro- himself but to the public in general. wish to say that we pleased with our results. You must phones and other pieces of equip- not to embarrass the listen- will In order know that any program that (Continued on f'oge 21) ers who sent in incorrect replies to pull an average of two hundred 19 April, 1931 Trade aper Reviews

Transcriptions space in two New York newspapers 3 Factors Urged for Candy Men twice a week. Make Perfume Success "The radio broadcast," says the the perfume, ROADCASTING by means of article, "is carefully tied in with the HE success of electrical transcription "seems efforts of the salesmen, according rr Evening in Paris, is the result virtually made to order for the to Richard M. Brieger, manager of of three factors, according to a M. small or medium size candy manu- the home office store. Each cus- statement by Bernard Douglas, fácturer," says D. M. Hubbard in tomer is informed about the radio Jr., advertising manager of Bour- The Manufacturing Confectioner. hour and is asked to listen in. The jois: "A perfume by one of the Speaking of a plan introduced to weekly hour serves to remind cus- world's greatest perfume chemists, the candy industry at the last Na- tomers who have bought on time of smart, modern packaging, and radio. tional Confectioners' Association their monthly or weekly payments No one without the other two would convention for cooperative advertis- and the radio thus serves as an aid have made it the conspicuous suc- by we ing a group of manufacturers. in making collections." cess that it is. The fact that Mr. Hubbard says that this kind of have used radio since June, 1928,

broadcasting offers to each one : and will' use it through 1931 shows "(1) Coverage without waste of Baker Sponsors that we think most favorably of it those particular markets where his Programs for Restaurants as an advertising medium."-Amer- candy is sold; (2) far higher qual- ican Perfumer & Essential Oil Re- ity programs than he himself could fi` HE details of a new radio cam- view. buy from most of the radio stations . paign, sponsored by he Franco - broadcasting; (3) an educational American Baking Company of Los Mail Pouch on Air Angeles in the interests of the res- ^,r`HE Mail Pouch Tobacco Company, service that builds prestige for him Jl Wheeling, W. Va., is sponsoring a and acceptance for his brands; (4) taurant industry, are told by James series of broadcasts by electrical trans- very low cost as compared with most A. McPherson, president of the cription over a number of stations advertising available to him; and Southern California Restaurant As- throughout the country. The record- ings are placed by Scott Howe Bowen, (5) a means of meeting within his sociation. in the March, 1931, issue of The American Restaurant. Inc. The advertising agency is Rich- own particular markets the competi- ardson, Alley & Richards Company, tion of larger, nationally known The sponsor, says Mr. McPher- Inc., New York. companies." son, an old established concern which has been supplying restau- New Radio Agency rants in Southern California with A N ADVERTISING agency spe- cializing in the preparation of - bread and rolls for the past twenty- broadcast advertising has recently been Furniture Broadcasts five years, has chosen KHJ, Los kn- formed in San Francisco by James de Aid Sales and Collections geles, and the talent engaged is of Pauli and Charles A. Park, Jr., under such calibre as to assure the name de Pauli & Park. OW a weekly radio program, a program of widespread popularity. coordinated with a newspaper Join CBS Sales Staff "The hour of campaign, sells $5,000,000 worth of the broadcast, 9 FTHE Columbia Broadcasting System o'clock, was decided upon psy- JL announces the addition of Philip F. furniture annually at a cost of the chological basis-after the evening Whitten, formerly. advertising manager $500,000 for the Sterling Furniture of the Dexdale Hosiery meal has had a chance to Mills, Lans- Company, is told in the February, settle- dale, Pa., and Joseph A. Reid, Jr., for- because no man can be 1931, number of Furniture Age. To persuaded to merly with Modern Priscilla, to its New think of food when his stomach is York sales staff. advertise its chain of 15 stores in too full, as it is New York City and New Jersey, apt to be at an earlier hour. Trapp Joins Agency this company goes on the air for an JAFTER several "The slogan of the years with station hour every Sunday afternoon over radio cam- WTMJ, Milwaukee, Merrill Trapp paign will be station WMAC and uses display 'Take Her to a Res- has left to become radio director of the taurant Once a Week,' for the aim Cramer-Krasselt Company, Milwaukee. of the programs will be to convince New Account on Radio Home - the men of the sunny Southland Makers' Period ¡L¡ OW advertising by radio is be- that every wife and mother ing deserves MHE A. S. Boyle Company, Cincin- " used by the various in- to be relieved of at least one dinner Jl nati, producers of Old English wax, dustries is reflected in these ex- a week. Franco in now sponsor a weekly program as part cerpts from their trade publications, these programs aims to get over the point that of the Radio Home -Makers' Club over more of which will be published the CBS network. from time to time. We take this whether they go out for a simple opportunity to thank the editors of hamburger and cup of Java or set- Standish with WXYZ the papers from which we have tle down to a soup to nuts dinner, VVCOI -BURN STANDISH has quoted, whose cooperation makes eating out once a week should be a joined the sales department of this page possible.-The Editor. part of every family's regular station WXYZ, Detroit. Mr. Standish was formerly with Walker & Company, schedule." ou.door advertising concern of that city. `20 Broadcast Advertising LISTENERS LIKE Ford Song. PUZZLE PROGRAM In a Clock Store. JAZZ MUSIC This Is the End. (Continued from page 19) (Continued from page 7) I Keep Remembering. ment, as well as suitable placards, Lady, Play Your Mandolin. give radio reported it as one of the ten selec- My Ideal. the tie-up. tions most popular with their pub- All on Account of Your Kisses. We feel that all in all our puzzle lic. "The Peanut Vendor" and Country Gardens. program has assisted materially in Dinah. "I'm klone Because I Love You" popularizing KFJM in a large area Thrill Me. where our previous coverage might are tied for second choice with nine I'm Happy When I Make You votes each. "Yours and Mine" and Happy. have been doubtful. Elmer Han- "You're Driving Me Crazy" were Just a Little Lonesome. son, station program director who both listed eight times. Hawaiian Chimes. is in charge of the program, reports Memories of You. great possibilities in plugging specific In addition to those already men - Ding Dong Daddy. towns or areas. A request for more tioned, the following tunes were Tie a Little String Around Your replies from any particular place listed from one to six times: Finger. Two Guitars. mentioned always brings a large You're the One I Care For. Black Eyes. number of letters. kt the present Crying Myself to Sleep. Trees. Walking My Baby Back Home. Mother Machree. time we are receiving an average of Just a Gigolo. 1,500 letters per week in response Lay My Head Beneath a Rose. to this single program. Blue Again. More Census Figures I'm Yours. Lonesome Lover. on Radio -Homes Commercial System Announces Liebestraum. URING'the last month the Bureau New Plan of Station Moonlight on the Colorado. of Census, Department of Com- I Love You Truly. merce, has released the following data as Representation In a Monastery to the number of families in each state p EGINNING at once, The Commer- Garden. 1-2 It's a Lonesome Old Town. as of April 1, 1930, and the percentage cial Broadcasting System, station Girl of My Dreams. owning radios. representatives with offices in Tribune Barbara Allen. Florida had 377,823 families, 58,446 or Tower. Chicago, will cease to represent By the River St. Marie. 15.5 per cent of which reported radio competing broadcasting stations and will Don't Forget Me in Your Dreams. sets. limit its efforts to one station in each In the Garden. Iowa had 636,905 families, of which city. Somewhere in Old Wyoming. 309,327 or 48.6 per cent reported radio "This decision," said Mr. Girard Ellis, Say Hello to the Folks Back Home. receivers. president, "was brought about by the in- Washington Post March. In the District of Columbia, 67,880 of sistent demand of many of the leading Sweet Jennie Lee. the 126,014 families were set owners, advertising agents that no representative Three Little Words. amounting to 53.9 per cent. be allowed to handle stations that com- When Irish Eyes Are Smiling. Utah shows 41.1 per cent of homes as pete for business in the same territory." Reaching for the Moon. radio equipped. Of the 116,254 families, The broadcasting stations, according to Tied to My Old Rocking Chair. 47,729 reported radios. Mr. Ellis, are also in favor of having Over Night. In Colorado, 37.8 per cent of the 268,- exclusive representatives, but feel that until such time as Old MacDonald Had a Farm. 531 families, or 101,376, reported radios. the agent as well as Springtime in the Rockies. North Dakota's radio percentage was the advertiser is radio minded to the Betty Co-ed. 40.8. Of the state's 145,382 families, same degree that he is newspaper minded, it would To Whisper Dear I Love You. 59,352 owned radios. be fatal to shut off a consider- Baby's Birthday Party. Based on the figures already in, it is able amount of their resenue. Stations Bundle of Old Love Letters. estimated that there were 14,850,000 radio insist that most of the radio time is being sold rather than bought. Ninety-nine Out of a Hundred. sets in the United States in use on April To Whom It May Concern. 1, 1930. The number of families in the "Realizing that both the advertising Little Red Schoolhouse. country is estimated at 29,300,000; the agency and the broadcasting stations are I had to Lose You. percentage owning radios as 50.6. justified in their position," continued Mr. Red River Valley. Ellis, "we are trying to bridge this gap by selling only one station in Heartaches. Station Stages Demonstration for each com- Truly, I Love You. munity. With this method, the adver- Sylvia. Advertising Women tising agent will be served in the manner that he prefers, yet the broadcasting sta- Strawberry Roan. ADIO p station WIP-WFAN, Phila- tion will not be penalized in any way, as Would You Like to Take a Walk? 1'i delphia, began a series of demonstra- One -Man Band. it continues to accept any business that tions of commercial broadcasting by in- comes The Waltz You Saved for Me. from any source that it considers viting as a group the Philadelphia Club desirable. Barnacle Bill. of Advertising Women and their Adver- "This is an experiment on our part The Whistler and His Dog. tising Class to its studios. The Koppers which may or may not prove practical, Something to Remember You By. Coke program was dedicated to the club. although up to date a number of agencies The Rosary. After several other demonstrations of and broadcasting stations have expressed Sleepy Town Express. various types of programs, talks were themselves in favor of this policy. With Buffalo Gals. given covering the agency point of view Roses of Picardy. this encouragement, we have decided to on radio, the salesmanager's and pub- go ahead." Song of the Islands. licity angles, details of programming and When the Organ Played at Twilight. electrical transcriptions. The 250 guests So's Your Old Lady. were then taken on an inspection tour of Ad Club Speakers on Air La Golondrina. the studios, control rooms and transmit- 'p ADIO station WICC, Bridgeport, Hello, Beautiful. ters. [l Conn., is broadcasting the ad- St. Louis Blues. The second of the series will be held dresses made before the weekly lunch- The King's Horses. in April with the Poor Richard Club as eons of the Bridgeport Advertising Sing Me to Sleep. guests. Club.

April, 1931 21 nates, in the form of electrical transcrip- tions. Programs for Realtors will make his own ar- Radio 2. Each realtor rangements with the local station of his choice for station time. Are Planned by Association 's ill 3. Only one set of transcriptions be arranged for within a given trade ((RADIO advertising has been These suggestions have been consid- ered at length by the Advertising Com- area. used by realtors in many 4. the initial thirteen programs mittee. For the time being, at least, the If prove successful enough to justify a con- sections of the country committee thinks that such a hook-up tinuance of the same series, the original and some of the results reported would not be feasible for many reasons, subscriber will be given an option on been says chief of which is the difficulty of financ- have truly astonishing," the use of a second seriec of thirteen, to ing such an enterprise under present con- Don Riddle, director of the adver- in readiness for use if demanded. ditions. be held tising service bureau of the Na- 5. it is hoped that the cost of each But your advertising department Lees program complete and ready for the air tional Association of Real instate reason why individual realtors, or no can be held to $25 or less. This depends Boards, in a recently sent use bulletin local boards, could not profitably upon the number of realtors or realtor assist to members. He then outlines a radio advertising and is anxious to boards who are interested. it. With series of 15 -minute dramas, pre- them in getting good ideas for that in mind, we have worked out a by the bureau, to be elec- New Manager at KROW pared series of thirteen programs and will be is now general trically transcribed and sold to local glad to make this series available at VI A. MILLER VV manager of radio s t a t i o n boards or individual realtors for use nominal cost if there is a demand for it. KROW, Oakland, Cal., succeeding W. L. over their local stations. Our first continuity is designed pri- the home builder -subdivider. Gleeson. The advertising service bureau marily for although it is so constructed that it could at as- was established last year the be used with profit, we think, by local Broadcasters Give 10 Per Cent sociation's headquarters in Chicago boards. Briefly, it is a series of fifteen - of Time to Educational for the specific purpose of assisting minute dramas in which two contrasting are in home- Programs the individual realtor in his indi- American families presented ly fashion. There are four chief char- EDUCATIONAL programs occupy vidual local advertising. The need acters whose trials and tribulations, aims more than 10 per cent of the total for such a service was pointed out and aspirations, arc dramatized for radio broadcasting time, according to answers recently by Mr. Riddle in an ad- production in thirteen episodes. First to a questionnaire sent to all stations by dress before the association at its there is the well-meaning but inefficient Radio Commissioner Harold A. Lafount. couple who have always lived from hand from 522 of the annual winter meeting, in which he Replies were received to mouth, without plan, in rented places 605 licensed stations. During the week criticized the "sloppy and soundly which have brought them no sense of of January 11 to 17 inclusive, selected unattractive" advertising now being responsibility and very little pleasure or by the Commission for die study, these used by many realtors. profit. These two are contrasted with a stations reported that they were on the brother and his bride, who, looking ten air for 33,785 hours and 45 minutes, of the bureau are The functions of years ahead, plan and do eventually buy which tinte 3,457 hours and 50 minutes divided into three main channels: their home in a good neighborhood. Each were devoted to programs that the broad- to serve as a clearing house for in- episode aims to show the advantages the casters considered educational in char- formation on advertising matters latter couple enjoy in contrast to the acter. difficulties and near disasters suffered by The 42 educational stations who re- related to real estate; to prepare di- the first couple. plied to the survey (there are 51 licensed rect mail newspaper advertising and The series of programs is designed to educational stations in all) stated that designed to carry the imprint of the do two things: they broadcast a total of 286 hours and 9 minutes of purely educational mate- firm using the material and radio 1. Show, by inference, from everyday rial of 1.027 hours on the air. continuities for use by the local incidents likely to occur in the lives of out board or realtor; and to establish millions of American families, what that family is missing unless it is a home - and operate an advisory service News Service for Stations owning family; and then show, by the through which consultation on spe- A COMPLETE news serf ice for radio experiences of characters in the little r-1 stations is now being offered by the will be cific advertising problems radio dramas, how the acquisition of a Consolidated Press Association. Finan- available to realtors. home is really not so difficult if a home cial news, foreign and domestic news, The special memorandum on ra- is genuinely desired and planned for. fashion service, movie, dramatic, book dio advertising reads as follows: 2. Provide the individual realtor with and art reviews, special features and spe- an interesting and cumulatively valuable cial correspondents are offered to stations method getting his own subdivision, ADIO advertising has been used by of exclusive in their own territories. These before realtors in many sections of the or the homes that he has for sale, new services may be used as sustaining Each country and some of the results repor.ed the people of his community. one features or may be sponsored by local have been truly astonishing. of the little dramas embodies humor, advertisers. Your National Association advertising conflict, human interest, and therefore .Among the stations now using the Con- department believes that this form of entertainment, we think, as well as sugar- solidated service are KDK ;, Pittsburgh, . Boston, publicity offers very definite possibilities coated sales arguments. \VBZ-WBZA, and KSTP, St. for use by the local realtor and by the Ample time is allowed for the indi- Paul. local hoard, provided the programs are vidual sales message, and detailed sug- carefully planned and well produced. gestions are made as to how these mes- Pickle Company Appoints Suggestions have been made from time to sages can be worked in without destroy- THE Squire-Dingee Company, Chi- time that the National Association itself. ing the interest of the radio listener. cago, makers of "Ma Brown" pickles working with and through its member Here are some of the details that tnay and other food products, have named boards and cooperating possibly with the be called technical: Mitchell -Faust -Dickson & Wieland, Inc., manufacturers whose products are used 1. It is planned that these programs of that city, to handle the advertising. in home-building, should attempt to work shall be produced and furnished to the Radio, newspapers and outdoor adver- out a national hook-up. realtor, or to the radio station he desig- tising will be used. 22 Broadcast Advertising "TALENT?

ti OUR LISTENERS

TAKE SPECIAL PRIDE

o IN OURS"

MIZE

"You have some mighty fine stations," conceded the "After all, the important thing is the program itself, not manufacturer. "But do you have talent available which the reputation of the performer. Our program men are can compete with that supplied by the networks?" experienced in knowing what the public wants, and we "I'd dare you to repeat that to a lot of loyal listeners have no difficulty at all in securing talent to carry out the in our territory," replied the Westinghouse Radio Stations plans. And the best part about it is that the identity of representative. "For, as a matter of fact, some of the most the firm sponsoring the program is never submerged. Its popular programs that go out of our stations feature reputation and its sales curve consistently follow the talent from our own studios. The area we cover is so growth in popularity of the entertainment it offers." compact that such programs arouse something similar to local pride. And because the territory is so rich and This advertisement is one of a series covering a number of questions responsive it's decidedly profitable to have your product commonly brought up in a discussion of broadcast advertising. If you identified with such a feeling. wish further information on any such questions, or advice on the applica- tion of broadcast advertising to the specific problems of your own product "One of our KDKA clients has had remarkable results or service, write the nearest commercial office. Westinghouse operates two Pittsburgh with a program arranged by us featuring the pioneer broadcasting service of the world, and is equipped to render pianists. This program has become one of the outstanding complete assistance to advertisers, including the origination of merchan- ideas and the securing of suitable program talent. hits of the territory. dising

WESTINGHOUSE RADIO STATIONS WBZ-WBZA KDKA KYW-KFKX COMMERCIAL OFFICES New York, N. Y., 50 East 42nd Street Boston, Mass., Stotler Building Pittsburgh, Pa., Hotel William Penn Chicago, III., 1012 Wrigley Building Springfield, Mass., Hotel Kimball 23 April, 1931 RADIO DISPLAYS Four CBS Stations Will Try R. L. Atlass Buys WJKS Synchronization ALPH L. ATLASS, formerly vice - MAKE SALES FOR DIV president and general manager of RETAIL DEALERS © ADIO stations WOKO, Albany, WBBM, who recently gained control N. Y.; an- (Continued from page 11) I\. N. Y.; WHEC, Rochester, of WLAP, Louisville, Ky., has WCAH, Columbus, Ohio, and WHP, nounced the purchase of a substantial who enters the store of the program Harrisburg, Pa., have been granted interest in the Johnson -Kennedy Radio he heard last night and the product permission by the Federal Radio Com- Corporation, operating WJKS, Gary. it advertised ? Are you merchan- mission to operate simultaneously at a The station broadcasts with 1,000 watts or are you frequency of 1,430 kilocycles during power on the 1,360 -kilocycle channel. dising your broadcasts, an merchan- regular broadcast hours. Operation Harry Cohen, for thirteen years passing up the sales such under this experimental condition will advertising executive on the Chicago dising will bring? begin as soon as special precision fre- Tribune and later business manager of Now, a final word from Mr. Ag- quency equipment can be installed. the Chicago Daily Times, has been ap- and business desteen. "By not properly merchan- A recent statement by Edwin Cohan, pointed vice-president manager of WJKS. Mr.'Atlass will dising radio campaigns, the largest CBS technical director, pointed out all are act as general manager. percentage of the potential sales is that while the stations involved affiliated with the Columbia Broadcast- lost. If the sponsors of radio pro- ing System, the experiments are not New Company Enters grams will make available to mer- being conducted under the auspices of Transcription Field but inde- chants suitable display material, its engineering department, ADIO TRANSCRIPTIONS, INC., pendently by the stations themselves. p dealers will undoubtedly use it, and 7\ has been organized in New York to the unfailing result will be more Mr. Cohan also stated that this is produce electrical transcriptions for money in both manufacturers' and not a synchronization experiment in broadcast advertisers. Rudy Wiedpsft, the stations are is well pockets." the true sense, since saxophone soloist whose playing dealers' not being controlled by a "master" known to radio audiences, will be musical fundamental frequency, nor are they supervisor. Production will be under P. A. A. A. to Make Radio being "monitored" from a central con- the direction of H. Emerson Yorke, for- trol point. The stations will maintain merly Eastern sales production manager Survey their frequencies through the installa- for Brunswick. A.A' N S for a thorough radio survey tion of individual precision frequency of the West Coast are being discussed control equipment, which will, how- Miss Harrison Joins WIP- by local chapters of the Pacific Associa- ever, be subject to some frequency tion of Advertising Agencies. The study WFAN variation. ENRIETTE K. Harrison has ac- will try to answer the questions: How Z3 The synchronized operation of NBC A.I cepted the position of assistant pro- many radio sets are in use at any given station New York, with WBAL, gram director for the WIP-WFAN time? How many listeners may be WJZ, Baltimore, and WEAF, New York, with Broadcasting Company of Philadelphia. counted to a set? What is the really com- Miss was formerly with effective range and relative popularity of WTIC, Hartford, has caused no Harrison station plaints from local listeners and so is pre- WCAU in a similar capacity and more each radio station? The proposed sur- be successful in those cities. recently has been with the Biow Com- vey will be carried on jointly by the sumed to B. Jolliffe, pany, Inc., New York agency. Association and the territory's broadcast- In fact, Dr. C. chief engineer advertising ing stations. of the Federal Radio Commission, says that a distinct improvement in daytime WSPD Owners Acquire reception has been noted. WWVA Names Seaver Brinkman However, he continued, in the terri- ADIO station WWVA, Wheeling, nr HE Insurance Premium Finance tory outside of these stations' constant IX W. Va., has been purchased by the 1 Company, Cleveland, has named The service areas "results have been particu- Toledo Broadcasting Company, oper- Seaver Brinkman Company of that city larly disappointing." Dr. Jolliffe believes ators of station WSPD, Toledo, Ohio. to handle its advertising. Radio, news- a change in antenna design will correct WWVA operates on the 1,160 -kilocycle papers and direct mail are the media. this difficulty. channel with a power of 5,000 watts.

IN THE

OF THE FISHER BUILDING V J It-the most powerful station in Michigan-provides 19 hours of entertainment every day to over 3,000,000 potential buyers-offering the adver- LEO J. FITZPATRICK tiser complete coverage in one of the world's leading markets. v. Pres. & Gen. Mgr. THE GOOD WILL STATION, DETROIT 24 Broadcast Advertising an .ey

PLANS-Stanley cooperates with advertis- ing agencies in the preparation of basic radio Sally plans that properly supplement the other Sothern media used. Sketches

PROGRAMS-Stanley cooperates with This new series of pro- advertising agencies in the preparation of the grams, with an all-star programs. radio and stage cast, are being broadcast over cooperates with the following stations in PRODUCTION-Stanley the South: advertising agencies in the production of programs for spot broadcasting by elec- WMAL trical transcription on either 78 or 33-1/3 WTAR r.p.m. discs. WRVA WDBJ PROCUREMENT-Stanley cooperates WWNC with advertising agencies and station repre- WBT sentatives in the procurement of the proper WPTF broadcasting facilities. WSB WTOC WJAX WIOD The Stanley Recording Company WBRC of America, Inc. WSFA 1841 Broadway (oO;,E,1 sá s1) New York, N. Y. WDOD WNOX WSJS Write for booklet

Stanley electrical transcrip- tions are used entirely in this extensive broadcast. The programs are sponsored by Sou !her n Dairies, Inc., McKee & Albright, Adver- tising.

April, 1931 25 File Copies of Programs r-r,HE Universal Recording Laboratories ADVERTISERS NOW USING 1 of Chicago announce the organization of a radio division to serve radio adver- tisers and their agencies, providing in- ELECTRICAL TRANSCRIPTIONS expensive phonograph recordings of radio programs exactly as they arc broadcast, THE following is a partial list of Phillips Packing Co., Inc.. Cambridge. Md. to be broadcast advertisers who are (Foods) used for checking copies, perma- now Phoenix Hosiery Co., Milwaukee, Vt is. on the air a nent file, etc. Mr. B. M. Melton has over number of stations L. T. Fiver, Inc., New York City. (Per- been with electrically transcribed programs: fume) appointed general manager of this Plymouth Motor Car Co., Detroit. Mich. division. American Farming Pub. Co.. Chicago. Ill. Price Flavoring Extract Co., Chicago. Ill. Arkansas Soft Pine Ass'n, Little Rock, Pure Oil Co., Chicago, Ill. Ark. (Lumber) Radio & Television Institute, Chicago, Ill. Charles Arnao, Minneapolis. Minn. (Bair (School) Dryer) Raladam Co., Detroit, Mich. (Reducing The Barrett Co., New York City. (Nitrate Tablets) nit of Soda) R. B. Tailoring Co.. Cincinnati, Ohlo Berry Bros., Inc., Detroit, Mich. (Paints) Reliance Mfg. Co.. Chicago, Ill. (Shirts) Brown Fence & Wire Co., Cleveland. Ohio. Renton Co.. Pasadena, Cal. (Renton's Hy- Charla Corp., Allentown, Pa. (Foundation drocin Tablets) III I Garment) Rumford Chemical Works, Rumford, R. I. A MILLION Chevrolet Motor Car Co., Detroit. Mich. (Baking Powder) City Ice & Fuel Co., Cleveland, Ohlo, and The Sanfelder Co., Chicago, Ill. (Beauty Detroit, Mich. Mold Corsets) AND Continental Oil Co., Ponca City, Okla. Seiberling Tire Co.. Akron, Ohio. Davis Raking Powder Co. Seybold Baking Co.. Atlanta. Ga. E. I. du Pont de Nomours & Co., Wil- Smith Bros., Poughkeepsie. N. Y. (Cough mington, Del. (Auto Polish) Medicine and Cough Drops) A THIRD Elk's Magazine, New York City. Southern Dairies, Inc., Washington, U. C. Father Flanagan's Boys' Home, Omaha, (ice Cream and Dairy Products) Nebr. Southern Oak Flooring industries, Little potential buyers F. W. Fitch Co. Des Moines, Iowa. Rock, Ark. (Flooring) (Fitch's Shampoo) Southwest Building & Loan, Kansas City, reside in WDAY's R. T. French Co., Rochester, N. Y. (Bird Kans. EASY coverage Seed) Southwest Conference Bldg. & Loan W. P. Fuller Paint Co., San Francisco, Ass'n Oklahoma City, Okla. (Loan area - including Cal. Stocks portions of three General Baking Co.. New York City. Standard Vacuum Cleaning Co., Cleve- General Motors of states, all Canada. land, Ohlo. located Barbara Gould. Inc., New York City. Stokely Bros. & Co., Louisville, Ky. in the famous, pros- (Beauty Creams) (Canned Vegetables) Green perous Red River Bros. Co., Springfield, Mass. Studebaker Corp. of America, South (Tastyeast) Bend, Ind. (Automobiles) Valley of the North. Grigsby-Grunow Co., Chicago, Ill. (Radios Thermoid Rubber Co.. Trenton, N. J. and Refrigerators) (Brake Lining) WDAY, Helbein-Stone Co., inc., New York City. Union Mutual Insurance Co., Des Moines, located in (Helbros Watches) Iowa the center of this international Bible Students Ass'n, Union OIl Co., lyn, Brook- Los Angeles. Cal. region, can give N. Y. Valvoline, Detroit Mich. (Motor 011) Kraft -Phenix Cheese Corp., Chicago, Ill. Vick Chemical Co.. Greensboro, N. C. YOUR message to I. Lewis & Co., Newark, N. J. (John (Vick's kin Rus- Vapo-Rub) this million and a Cigars) Vitalex Co., Baltimore. Md. (Medicine). Liberty Oil Co.. third potential Des Moines, Iowa Walter Baker's Chocolate Co. buy- Loose -Wiles Biscuit Co., Kansas City, Mo. Williams Ice-O-Matic Co., Bloomington. ers with ease and ill. (Refrigerators) efficiency. Mc(Aleery Mfg. Co. Detroit, Mich. (Polish) T. \V. Wood & Sons. Richmond, Va. McCormick Tea Co., Los Angeles, Cal. (Seed) Mall Pouch Co., New York City. bacco) (To- Munsingwear, Minneapolis, Minn. Wade Places Farm Machinery National Enameling & Stamping Co., Mil- waukee, Wis. (Stoves) Advertising National Permanent Wave Co., Los An- HE Wade WDAY. geles, Cal. Advertising Agency, Chi- National Refining Co., Cleveland, Ohlo. cago, has selected radio, direct mail Norris, Inc., Atlanta. Ga. (Candy) and newspapers to carry the advertising FARGO, N. D. Nunnally Candy Co.. Atlanta, Ga. Office Appliance Corp. for Fords Milking Machines and Fords Pequot Mills, Salem, Mass. (Pequot 1000 watts; 100% modulation; Sheets) Hammermill Feed Grinders, products of 940 kc. Philadelphia Storage Battery, Philadel- the Myers -Sherman Company, also Chi- phia, Pa. (Phllco Radios) cago. Why Select WI 11W? HERE ARE A FEW REASONS- -Thorough Coverage -Unusually Strong Editorial of a Rich Rural Market- Publicity- -Official Station of Leading Kansas Farm Organizations- -Columbia Chain - 580 KILOCYCLES--- 1000 WATTS-Night and Day- The CAPPER PUBLICATIONS 'NVIB\VV TOPEKA, KANSAS

26 Broadcast Advertising For Spot, Regional, National or International Coverage - by Eh'ctrical Traiisci'iption

Royal Broadcasting Systems' new coast -to - coast chain of 206 representative stations for BROADCASTING by ELECTRICAL TRANSCRIPTION is offered to advertisers as a medium of the greatest flexibility for Spot, Zone or Complete National Coverage. Advertisers may purchase time on one or any number of stations from this organiza- tion. Rates, coverage and marketing condi- tions covering each station are immediately furnished. Each station in Royal Broadcast, ing Systems is recognized for its extensive coverage and audience popularity. Royal . works closely with advertising agencies and advertisers. Through its staff of experts, Royal creates programs in which the advertiser's message is convincingly and entertainingly interwoven. It also ar- ranges for station time and attends to all de- tails of handling discs. Royal recordings are made in its own studios through a perfected method which assures faithful reproduction. Every recording is supervised by men who have pioneered in the development of electri- cal transcription. Sustaining features are available for clients requiring local or regional coverage. The usual 15% commission is allowed to recognized advertising agencies. riItr/c BROADCASTING ROYAL SYSTEMS, Inc. 501 Madison Ave., New York ROYAL INTERNATIONAL RADIO FEATURES ROYAL RECORDING STUDIOS -ROYAL RECORDS

April, 1931 27 NEW ACCOUNTS ON THE AIR The Principal New Accounts of Radio Sta- tions with the Exception of Chain Programs (Where no address is given, the advertiser is located in the same city as the radio station)

ALABAMA Hancock Oil Co. Jane's Fashion Lane, Oakland (Dress WBRC-Birmingham Kelley Kar Co. (Used Cars). Shop). Southeastern Optical Co. Thermoid Rubber Co., Trenton, N. J. Florsheim Shoe Co. R. L. Zeigler, Bessemer, Ala. (Sausage). (Brake Lining). Sommers & Kaufman (Shoes). Brass Rail (Restaurant). Pacific Employers' Insurance Co. S. F. Florist Assn. Goodrich Sllvertown, Inc. (Tires & Serv- Chapman's Ice Cream Co. Thermold Rubber Co., Trenton, N. J. ice). So. Oak Flooring Industries, Inc. (Little (Brake Lining). H. A. Woods, Inc. (Drug Stores). Rock, Ark.) Weinsteins, Oakland (Department Store). Phoenix Hosiery Co., Milwaukee. Hill Grocery Company (Wholesale). The KJBS-San Francisco National Toilet Company, Paris, Tenn. May Co. (Department Store). (Cosmetics). Seiberling Rubber Co.. Akron (Tires). Dr. A. Reed Shoes (Health Shoes). L. T. Fiver, Inc., New York (Cosmetics). Bay City Markets (Foods). Dr. F. J. Day (Optician). San Melrose Creamery. Berry Brothers, Detroit (Lacquers). Francisco Florists. California Reserve Co. (Investments). Virden Packing Co. (Meats). Southern Dairies. National Warehousemen's Gorman-Gammill (Seeds & Pets). KROW-Oakland Ass'n. Norris, Gallenkamp's Shoe Co., Inc. Inc., Atlanta, Ga. (Candy). Alameda Steam Laundry, Alameda, Calif. James Waters Co. (DeSoto Cars). Thermoid Rubber Co., Trenton, N. J. Alhambra Water (Brake Co. (Bottled Water). North American Insurance Co. Lining). The John Breuner Co. (Furniture). John Hancock Insurance Co. Perfection Mattress & Spring Co. Drugless Therapeutic Ass'n. Alfred B. Clark (Auctioneer). ARIZONA Dunbar Dukate Co.. San Francisco KOV-Phoenix (Canned Shrimps). KVA-San Francisco Konrad Gobel (Automobile Sales Co.) Barbasol Co., Indianapolis (Shaving Sperry Flour Co., Los Angeles (Drifted Owners' Advertiser (Real Estate Adver- Cream). Snow). tisers). M. J. Raybestos Div. of Raybestos-Manhattan, B. Co., Los Angeles (Coffee). Manx Hotel, San Francisco. Inc. Bridgeport, Conn. (Brake Lining). Phoenix Wholesale Grocery Co. The Peter Pan Vance Co. (Cosmetics). Seiberling Rubber Co., Akron (Tires). Bros. Baking Co. Alameda County Retail Grocers' Ass'n. Foreman & Clark, New York (Men's & Standard Oil Co. Sandman Mattress Grady -Watson, Inc. Co., San Francisco. Boys' Clothing). (Fords). Scott Clothing Co. The H. & W. Co., Inc., Newark, N. J. Sears, Roebuck & Co. (General). Allyn S. Wesel, San Francisco (Auto (Corsets, etc.) Nat'l Guaranty Syndicate (Financial). Loans). Sierra Club Morris Plan Co. of Gingerale Co. Ariz. (Financial). Willowbrook Creamery Co. A. Bastheim Co., Los Angeles (Blue Bird Safeway Pay N Takit (Groceries). Group of 23 Beauty Shops. Baker Dollar Stores Diamonds). (Dry Goods). California Clothing Co. The Paris Shop (Dresses). KFSD-San Diego Jenaud Dress Shop. Enna Jettick Boot Shop (Shoes). Sanfelder Co., Inc., Stock and Bond Chicago (Beauty International Bible Students. Serv. Corp. (Financial). Mold). Simpson Fur Co. Cent. Ariz. Light & Power Co. (Refrig- Blumberg s, Inc. erators). (Clothing). Hygiene Products Co. Citrus Soap Co. Liquocoid Co., Los Angeles (Medicinal - Smith Drug Co. Leslie S. Clark (Ford Repairs). Phoenix Bakery. Cold Remedy). General Bancshares (Bonds). Cohen Furniture Co. Scientific Laboratories of America, San Sol Goodman (Auto Supplies). Francisco (Medical). Hewitt & Co., Ltd. (Investment Brokers). B. Gray (Eggs). Alaska Steamship Co., Seattle. Funk Jewelry Co. Jones 'Motors, Ltd. Martini -Rossi. Martin's Service Stations. Pollyanna Shop Ed (Clothing). San Jose Pacific Building Loan. Rudolph (Chevrolet). See's Pies. Phillips Milling Co. KTAR-Phoenix Van Fleet & Durkee, Inc. The Fair Store (Dept. (Gasoline). Peter Pan Co., Oakland (Cosmetics). Store). Standard Oil of California. Ever-Kleen Paper Dish Co. Robert P. Gust &'Co., Los Angeles (Cos- Kiddie Shop (Children's Rag metics). Clothes). la Tourette Finance Co., Ltd. Fox West Coast Theaters. Calirox Cookie Co. ARKANSAS KFRC-San Francisco KTHS-Hot Springs COLORADO Associated Boat Industries (Big. of Oakland Motor Co., Detroit. KFUM-Colorado Springs Boats). American School, Chicago (Home Study CALIFORNA Espy Mfg. Co., Los Angeles (Cold Courses). KFW B-Hollywood Cream). The Regal Drug Co. Flanigan Hairdresser, Fresno, Calif. Morrell General Foods Corp., New York (Choco- Hardware Co. Georgia O. George, Los Angeles (Hair Mineral Cell Food Co.. Denver, Colo. late & Cocoa). Tonic). Shields Bootery.

EL PASO

S. ANTONIO o "°7---MEXICO! We can handle your MONTERREY X.E.T. TRANSCRIPTIONS!

TAM PL L X.E.S. MEXICO City XEW - XET XES X. E.W. 5,000 watts RCA 500 watts 500 watts 100% modulated 100% modulated offering a complete publicity service, handled by experi- enced personnel. Stations available singly or as a group. Western Eastern Mexico Representatives: McElhiney and Associates Scott Howe Bowen, Inc. Wendell Cox RCA -Victor Agency, Tampico

28 Broadcast Advertising L

r

¡_-. --.iT ;i

with space ample enough to accommodate The client whose program requires large groups of artists finds Studio "A" is exquisitely decorated, evenly lighted. the most pretentious program. A full symphony orchestra will not crowd it. It completely soundproof and supplied constantly with fresh washed air.

ROM the very beginning the quality of WLW programs has been high in comparison to the development of the art of broadcasting. WLW is one of the pioneer stations of the nation. Only the best available talent and the most advanced type of studios and transmitting apparatus have been employed.

for the New 50,000 Watts Write WLW Brochure 700 Kilocycles

THE NATION'S STATION

THE CROSLEY RADIO CORPORATION, CINCINNATI 29 April, 1931 The Shoe Cafeteria. Stratford Bakery, Stratford. Jones Specialty Co. Oakland Motor Car Co., Detroit. Stratford Theater, Stratford. Hotel Brortell. The Apparel Shops. Statler Tissue Co., Boston (Toilet Paper). FLORIDA CONNECTICUT (M. E. King Co.) WQAM-Miami W ICC-Bridge port Terminal Taxi Co., New Haven. All American Airport. Burnham & Morrill, Boston (Baked Seaboard Oil Co., Atlanta, Ga. Beans). DISTRICT OF COLUMBIA Florists' Telegraph Ass'n, New York. Penick & Ford, New York City (Brer W MA L-Washington Diversified Trustee Shares (Stocks). Rabbit Molasses). The Sandfelder Co., Chicago (Beauty Miami Oil Refining Co. Perwick Cake Co., Boston. Mould Garments). Capitol City Products Co., Columbus, Capitol Theater, Milford, Conn. Bell Chemical Co. (Hexasol). Ohio (Mayonnaise). Cooper's Florists, Stratford, Conn. Cheramy (Perfumes). Vita -Bar Products Co., Orlando. Fla. Clover Dairy, Milford. Curtiss Candy Co., Chicago. (Candy). College Theater, New Haven, Conn. District Typewriter Co. Fisher Lumber Co. Duraese Motor Co.. Milford. Edward Tailoring Co., Philadelphia. White Swan Laundry Co. Duroweave Umbrella Co., Boston. Florenz Dress Shoppe. Cornell's Boot Shop. Evans Dress Store, New Haven. Paas Dye Co. (Egg Dyes). James Santacroce (Taller). Flaxolin Co., Boston. Phoenix Hosiery Co., Milwaukee. Duval Jewelry Co. H. N. Hartwell Co.. Boston (Coal). Southern Dairies. WDAE-Tampa Hugh Hamilton, Stratford (Blacksmith). Taft Pharmacy. The Barrett Co., New York (Chemicals). Jeddo Coal Co., Boston. Call Carl, Inc. National Enameling & Stamping Co., Mil- Kings Clothing Co., New Haven. Washington Gas Light Co. Milford Laundry, Milford. waukee (Stoves). Milford Plumbing WOL-Washington Siebold Baking Co. Shop, Milford. Jersey Cereal Co. Chas. Phalen Plumbing Shop. Milford. Quaker City Linoleum Co. N. V. Perry, Stratford (Tires). John F. Jelke Co., Chicago (Good Luck GEORGIA Peerless Tire Repair Shop. Margarine). W MAZ-Macon Buck Ice & Coal Co. Florida Termite Co., Jacksonville, Fla. (Exterminator). Hillerich & Bradaby Co., Louisville, Ky. PITTSBURGH'S POPULAR (Golf Equipment). National Toilet Co., Chicago (Skin Lo- PROGRAMS are heard on WCAE. tions). Dr. Pepper, Dallas, Tex. (Soft Drinks). Southern Paint & Varnish Co. Reception enhanced by com- IDAHO plete modern equipment. KIDO-Boise Capitol Savings & Loan Co. Davidson Grocery & Supply Co. g a i n e d by Standard Oil Co. 100% Audience Oakland -Pontiac Co. Modulation. and scope of Idaho Canning Co., Payette. Idaho. quality Payette Lakes, McCall. Idaho (Idaho Re- entertainment. sort). Complete pro- Ontario Merchants Ass'n, Ontario, Ore. Payette Merchants Ass'n, Payette, Idaho. gram service at Weiser Merchants, Weiser, Idaho. Spot your pro- Caldwell 'M'erchants, Caldwell, Idaho. your call. Emmett Merchants, Emmett, Idaho. gram among ILLINOIS Double turntables for WBBM-Chlcago electrical transcriptions. good neigh- Royal Blue Store (Grocery Chain). Hillerlch & Brodsby, Louisville, Ky. Both 78 r.p.m. and 331 r.p.m. bors. (Golf Clubs). R. B. Clothing Co., Cincinnati. National Chain Stores (Hats). Reach a busy, thriving com- Kasper Coffee Co. Liberty Cleaners. mercial community of 3,618,629 Kolor Bak (Hair Treatment). consumers. Dr. Strasska's Tooth Paste, Los Angeles. Prima Co. (Beverages). Good Humor Co. (Ice Cream). 1000 Watts 1220 Kilocycles. Boncilia Co., Indianapolis. Ind. (Cos- metics). Full time operation. Warranteed Seed Co. (Seeds). French Bud Seeds. New York. N. B. C. Red Network Station. Blue Valley Creamery Co. (Butter). WGN-Chicago Olson Rug Co. Mountain Valley Water Co. (Mineral Water). W MAQ-Chicago Hales & Hunter Co. (Chicken Feed). International Corset Co., Aurora, Ill. Northern Trust Co. (Bank). Quaker Oats Co. Sunny Croft Hatchery, Palatine, Ill. Chevrolet Motor Co., Detroit. Radio & Television Institute (School). Nahigian Brothers (Rugs). Dashiell Motor Co. Chewaulka Mineral Springs (Sleepy Wa- ter). Lyon & Healy (Music and Musical In- struments). Grand View Poultry Farm, Inc., Zeeland, Mich. Ruhm Phosphate & Chemical Co. (Ferti- lizer). INDIANA WOWO-Fort Wayne Kingston Products Co., Kokomo, Ind. (Roller Skates). Guardian Equipment Co., Cleveland (Au- tomatic Sprinkler). National Enameling & Stamping, Mil- waukee (Stoves). Chemical & Drug, Inc.. Baltimore. Md. (Proprietary Medicine). Favorite Stove & Range Co., Piqua, Ohio. Wolf & Dessauer Dept. Store. City of Portland, Ind. (Community Pro- gram). Deitzen Bakery, Kokomo, Ind. Wayne Hardware Co. (Jobbers' Hdwe.) Webster Wallpaper Co. (Chain Stores). MoCray Refrigerator Co., Kendallville, h Ind. 30 Broadcast Advertising Our Representation of Radio Stations is a REAL Service

To Radio Stations: To Advertising Agencies:

Our service provides capable, In making plans, estimates and de- constructive personal repre- particularly in negotiating hours, our service saves sentation of Radio Stations sirable time and money. to Advertising Agencies and Advertisers. We supplement the agency's own personnel and equipment Through our several offices by an organization whose mem- covering we are effectively bers have had long specialized the principal centers of ad- experience in all phases of vertising activity in different "spot" broadcast advertising. sections of the country.

ar Our cooperation insures not A recent check with twenty only a worthwhile economy of aggressive, successful sta- time and money, but also a tions showed that our service much more valuable result in costs them less than their handling ably and satisfactorily own selling expense. matters entrusted to us.

SCOTT HOWE BOWEN, INc. CHRYSLER BUILDING NEW YORK CITY DETROIT DALLAS 1 CHICAGO PHILADELPHIA 31 April, 1931 IOWA Little Tree Farms, Framingham, Mass. Allyn Products (Cosmetics). W MT-Waterloo (Nurseries). Cafe Jefferson. Good Luck Food Products, Rochester, Back Bay Studios. Chas. P. Bickley (Real Estate). N. Y. Ganem's Market. Boslaugh Motor Co., Cedar Falls, Iowa. Boston Garden (Hockey Games). Bebeau's Service Shoe Store. Buttenhoff (Shoe Store). Coolidge Dye House. Inc. Capper's Hatchery, Elgin, Iowa (Chick- W NAC-Boston Hemingway Cleaning Co. ens). & Bradsby Louisville Ginsberg's Furniture Store. Hillerich Co., Inc., WBSO-Needham Gildner's (Clothing). (Golf Clubs). I. J. Fox Fur Co. Boston University. Boston. Hauser's Plate Shop (Teeth) Pequot Mills, Salem, Mass. (Sheets & Hugo's Cabin, Cohasset, Mass. (Res- W. D. Hanna Co. (Bonds). Ja Shop. Pillow Cases). taurant). Del Hat L. P. Rogers Co. (Furs). Potter s Press, Waltham, Mass. Lyman Co., Rochester, Minn . (Ready -to - Gale Shoe Co. Framingham Community Hour -11 mer- Wear). R. Wallace & Son's Mfg. Co., Walling- chants. Ludwig's Jewelry. ford, Conn. (Silverware). Watertown Community Hour (9 mer- Montgomery Ward & Co. (Department C. M. Kimball Co., Winthrop, Mass. (Red chants. Store). Cap Ammonia). Marlboro Community Hour -14 mer- Myr-Gene Institute (Medical). General York. chants. Queen Stove Works, Albert Lea, Minn. Baking Co., New Roxy Clothes Shop, New York (Men's W O RC-Worcester (Brooder Stoves). Suits). Royal Furrier. Hub C. M. Kimball Co., Boston (Metal Pol- Star Clothing. Shoe Co. ish). Salsbury, Levin Brothers (Hosiery). Dr. Charles City, Iowa. (Chick- Appliance Engineering Co. (Refrigera- General Baking Co., New York. en Specialist). W. F. Bennett Co. (Ford Cars). Schierbrock tors). Co. (Automobiles). The Alligator Co., St. Louis (Raincoats). Waite Hardware Co. Sherman's Men's Store (Clothing). M. E. Tuller Co. (Nash Cars). Theronoid (Medical). W LEX-Lexington Roxy Clothes Shop. Wolf Hatchery, Waverly, Iowa (Chick- Dudley & Borland (Real Estate). Worcester Rendering Co., Auburn, Mass. ens). New England Oil, Paint and Varnish Co. (Fertilizers). Western Outfitters (Clothing). Sammy's Sample Shoe. Ground Gripper Shoe Co. Waterloo Paint & Glass Co. Andrews -Jenne Motor Co., Inc. American Auto Body & Welding Co. Paramount Music Co. (Auto Repairs). KENTUCKY Bergh's Beauty Shop. WHAS-Louisville F. M. Pimentel (Antiques). MICHIGAN Fourth Avenue Sales Co. (Majestic Ra- Federal Provision Co., Inc. (Market). WJR-Detroit dios). John Franca Beauty Salon. American Institute Food Products. National Merchant Tailors Ass'n. Lafayette Theater. Physical Culture Shoes. Peas Dye Co. Hub Shade and Screen Co. Riverside Storage Co. Dixie Laboratories, Cincinnati (Tonic). Cora Chandler Shop (Dresses). Spater & Walser. Community Sales and Service Co. (Oil Wayne Lacquer & Auto Supply Co. LOUISIANA Burner). T. H. Welch Co. WSM B-New Orleans Morgan & LeFaver (Men's Apparel). National Bridge Shoe Co., Lynchburg, Phllco (Radio). Betty Alden, Inc. (Bakery). Va. Elmer Candy Co. A. Zelig, (Tailor). Lee & Cady. Henderson Sugar Refinery Boston Hygienic Corset Co. Lansing Hiawatha Development Co., Lan- Duro Weave Umbrella Co., Boston. Burditt & Williams Co. (Hardware). sing, Mich. Kirschman Furniture Co. Joseph Battel, Inc. (Hairdresser). Anti -Freeze Wiper, Inc. Florida Fruit Canners, Frost Proof, Fla. Boston Madison Square Garden (Sport Arrowhead Poultry Farm, Lapeer, Mich. Auditorium). Detroit Shopping News. MAINE Little's Taxi. Thos. P. Stack, Inc. WLBZ-Bangor Mts. Annie M. Shattuck (Beautician). Ned's Auto Supply Co. Elizabeth G. Sparkes (Beautician). John J. Hayes Hat Co. United Battery & Elec. Co. W..1. Mythen (Plate Glass). National Marcaroni Mfgrs. Assn, Braid - Eastern Furniture Co. Thayer McNeil Co. (Shoes). Freeses Dept. Store. wood, IlL J. B. Hunter Co. (Hardware) . Bedel l's. Hughes & Son (Musical Merchandise). Barbour Stockwell Co. (Machinery). Robert Oakman. Webber Motor Co. Walter Harvard Co -Operative Society (Cloth- Randolph LaFayette Garage, Inc. S. Allen (Cigars). iers). Ivanhoe Foods, Inc., Auburn, N. Y. Wood & Ewer (Dresses). Jones. Peterson & Newhall (Shoes). (Mayonnaise). Miller's, Inc. (Ladles' Shop). New England Mirror and Plate H. Goodman Glass Co. Barium Hotel. & Son (Sieberiing Tires). McSpadden (Cleansers). Lockwood Brackett Co., Waltham, Mass. Oriental Rug Co. Harriet French (Dress Shop). (Soaps). W. H. Gorman Co. (Paints). Mary A. Morse (Dress Shop). Dayson Bedding Harris Medical Co. Co. F. C. Gale & Co. (Polishing Cloth). John Johnson Awning Co. B. F. Adams Co. (Cigars). Avery Bob Shop (Hair Dressers). National Distributors. MASSACHUSETTS Saxon Brand Shellac. Mark W. Allen Co. (Prep Shaving WE Lawrence Window Cleaning. Cream). EI-Boston Al's and Dr. Auto Radio Supply. McAteer Co. Kehler Shoe Shop. New England Sanitarium. Real Silk Hosiery Mills, Indianapolis. Stewart & Bouchier (Furniture). North Station Florist. Cream o' Sucher Bros. Coal Co. Comfort (Face Cream). Lynn Morris Plan Co. (Loans & Mort- Selig Remedy Co. Copley Prints (Pictures). gages). W. H. Phelps Sun frost Products Co., Wyandotte, Mich. Co. (Corsets). Middlesex Tex Oil Burner. Ernst Kern Co. (Dept. Store). Kendall Mfg. Co. (Hand Lotion). W. Peabody B. Thompson (Florist). Brown Fence & Wire Co., Cleveland. Furniture Co. International Shoe Polish, Inc. R. G. Dun. Benjamin F. Miner (Shoed C. H. Niles (Potato Chips). Kleenex S. T. Lord, Co., Chicago. Cambridge, Mass. (Polish). Washington Jewelry Co. Goldman Realty Co.

',,,.,,,ANAISA/ , LL.-- NORTHWEST'S MOST POPULAR CHAIN ili `-,iiiii z -G SEATTLE PORTLAND SPOKANE 970 KCS. /180 KCS. /470 KCS. Each 5000 Watts - cleared channels-the most powerful in this territory-Washington, Oregon, Idaho, British Columbia and Nor- thern California. Enter this rich market for quick results COVERS r1re Itepresentath es : McEI.IIINEY & ASSOCI tTE$ I NORTHWEST SCOTT BOWE LIKE THE BOWEN. INC. SL/NSM/NE NORTHWEST BROADCASTING SYSTEM,INC. GENERAL OFFICES, HOME SAVINGS BUILDING, SEATTLE.

32 Broadcast Advertising hy use a Fishnet for a Blanket?

Fishnets made of the finest wool in the world aren't much STATIONS: good as blankets. Oklahoma City Fort Worth San Antonio You can't sell your goods at as Wichita Falls much profit to a scattered Waco listener audience as you can to a ASSOCIATED STATIONS: Houston Dallas concentrated one. Amarillo Southwest stations cover their effective areas like a blanket- and KTRH in Houston doesn't try to sell goods in Amarillo .. . 501 miles away. Neither does KTSA in San o

OKLAHOMA CITY Antonio expect you to pay for an attempt to sell goods in Okla- NEW '.ME X7CQ avw ay. '.rAllS homa City ... 503 miles

wOa OAr--. e s OUTHWEST BROADCASTING CO. Aviation Bldg. Fort Worth, Tex.

April, 1931 33 Farm Crest Bakeries, Inc. Chevrolet Motor Co.. Detroit. Le Mur Beauty Shop. Pequot Mills. Salem. Mass. (Bed Linen). Continental Baking Co., New York. Red & White Stores, Fargo (Groceries). K. E. Fuller. Curtiss Candy Co.. Chicago. Red River Hatchery, Fargo (Chicks). Geo. H. Giddey. Elks Magazine, New York. N. J. Olsen Co. (Seeds). Globe Radio Co. Florsheim Shoe Co., Minneapolis. Valan Farming Co., Comstock, Minn. Power Baldridge Painting Co. Frozen Products Co. (Food Products). (Seeds). Smith Smart Shoe. Germania Tea Co., Minneapolis. Kinney Shoe Co., Fargo (Shoes). Friedberg's. Goodrich Silvertown, Inc. (Tires). Hanaher & O'Neil, Inc. (Wholesale Gro- Stenger Bumper & Mfg. Co. International Corset Co., Aurora, Ill. ceries). Mountain Valley Mineral Water Co., Hot Kirsch Manufacturing Co., Sturgis, Mich. Vold Dept. Store (Merchandise). Springs, Ark. (Drapery Hardware). Plymouth Clothing Co. Ace Garage, Inc., Toledo, Ohio. The Leader, Inc., Minneapolis. (Dept. Kaybee Store, Fargo (Wearing Apparel). Bemb Floral Co. Store). McCulloch Motors, Fargo. Amer. Farm Publishing Co., Chicago. Llndskoog, the Florist, Minneapolis. Howard Clothing Co., Fargo. Hudson Clrs. & Dyers. R. C. McAteer Co., New York (Food Stone Music Store, Fargo. Gatley's. Products). Wensel Meat Market (Meats). G. F. Webber. McKeeson-Minneapolis Drug Co., Min- Calmenson Clothing Co., Fargo. Henry Forester. neapolis. I. E. Lillegard, Wahpeton, N. Dak. (Au- A. D. Giesler Co. Milcrest Chocolate Shop. tomobiles & Implements). L'Atglon Restaurant. Minneapolis Shoe Co., Minneapolis. Northern Brokerage Co., Crookston, Potts Mfg. Co. Minnehaha Cleaners. Minn. Bryon Book Store. Morrison & Co.. Minneapolis (Invest- Vertin Furniture Co., Wahpeton. N. Dak. M. R. Cady. ments). Fairmont Creamery Co. Sterling Luggage Co. Morrison, Inc. (Clothing). Carlisle & Bristol Hardware, Fargo. WOOD-Grand Rapids National Enameling & Stamping Co., Hub Clothing Co. Milwaukee (Heating). Betts & Mumpeton, New York ("Fin- MISSOURI esse"). National Merchant Tailors Assn, New Coralee Hosiery Shop. York (Clothing). W M BH-Joplin William De Pree Co., Zeeland, Mich. Northern Hupmobile Co., St. Paul-Min- Christman Dry Goods Co. (Munsing- (Furniture). neapol ls. wear). G. R. Kinney Shoe Co. (Shoes). Oakland Motor Co.. Detroit. Seiberling Rubber Co. (2 local dealers) Furniture Capital Air Service (Air Trans. Silent Glow Oil Burner, Chicago. (Tires). and School). Criswell Candy Co., Chicago. Woodstock Typewriter Sales Co. (Local General Laboratories & Sales Iowa Pearl Button Co., Muscatine, Iowa. dealer) (Typewriters). Co., De- Peters Sausage Co. troit, Mich. ("Remufat"). Publix Theaters Montgomery Ward & Co. (Local Store). Butterfield Theaters, Inc. Corp. MONTANA Oakland Motor Co., Detroit, Mich. Reliance Manufacturing Co., Chicago Basch Jewelry Co. (Clothing). KGHL-Billings Rumford Chemical Works, Rumford, R. Larry Peterson Auto Supply Co. (Tires). MINNESOTA I. (Baking Powder). Pearl D. Shaeffer (interior Decorator). The Sanfedler Co., Chicago (Beauty WEBC-Duluth Mold). Elite Shop (Women's Clothing). Selberling Rubber Co. (Local Farrell Specialty (Women's Clothing). Tire The SiFo Co. (Building Material). Van's Men's Store. Dealer). Sims :Halt -O -Wheat Co. (Food Prod- Green Bros., Springfield, Mass. (Tast- ucts). Kopper Jewelry Co. yeast). J. C. Penny Co. (Chain Store). WCCO-Minneapolis South Bend Bait Co., South Bend, Ind. Yegen Bros. (Clothing). (Sporting Goods). Idea Grocery. Mann Securities Co. (Investments). Twin City Rubber Tire Co., Minneap- McCahill & Co. (Investments). Vye Bros.' Dairy. olis. Gordon Ray Furriers. Packard Motor Car Co. Williams Ice-O-Matic Co., Bloomington, Phoenix Hosiery Co.. Milwaukee. Swanson & Swanson (Health Baths). Ill. (Refrigeration). E. U. (Glass & Paint). Hillerich & Bradsby Co., Louisville, Ky. Weyand Furniture Co. Logan (Golf Clubs). Wickatrom Auto Top & Body Works. A. J. Frank Co. (Cosmetics). (Association). Goodrich-Silvertown Co. (Tires). T. K. Kelly Sales System, Minneapolis Osteopathic Physicians (Sales D. J. Cole Co. (Dry Goods). KSTP-St. Paul Promotion). Hopper's Floral Co. Acme White Lead & Color Works, De- Nutrina Feed Mills, Minneapolis. Truscott Tailors. troit (Paint). Institute of Applied Radio (School). A(legator Co., St. Louis (Clothing). The Golden Rule (Dept. Store). NEBRASKA American Institute of Food Products, Kleenex Co., Chicago (Toilet Requisites). K FA B-Lincoln Chicago. Sears, Roebuck & Co., Minneapolis (Dept. Store). Inter -State Nurseries, Hamburg, Iowa. Bachke & Tein, Inc., St. Louis (Inter(InteriorDecorating). Shares Clothing Co.. Minneapolis. Smith Baking Co. Gillen & Roney Mfrs.) Blue Gingham Toiletries, Minneapolis Sta -Vis Oil Co. (Candy (Cosmetics). Owens Motor Co. Chevlair Service Station. Associated Nurseries, Inc., Minneapolis. Seeler Farnum Motor Co. WJAG-Norfolk Rainier Lime Rickey Co., San Francisco Stuerfer-Shannon Co. (Refrigeration). Hove Food Market, St. Paul -Minneap- Lady Lorraine Beauty Products Co., (Beverage). Yankton, S. Dak. Paul Brown Co., Minneapolis (Invest- olis. ments). Killmer Northern Nurseries. Klenit Corp., Winner, S. Dak. (Soap & Bannon's Department Store. Cleanser). Brown Platte Co. (Wearing Apparel). Dwarfies Corp., Council Bluffs, la. Buick Motor Co.. Minneapolis (Automo- KOEK-Moorhead biles). (Breakfast Foods). Hub Clothing Co. (Men's Clothing). D. & M. Finance Co., Chicago (Silver- Carbide & Carbon Chemicals Corp., New Malchow's Beauty Shop, Fargo, N. Dak. ware). York (Gas Service). Model Laundry, Fargo. Folger Coffee Co., Kansas City, Mo. E BROADCASTING = ,OUP Bt1SiN(SS a 3 - Progressive, prosperous people work, live and buy 750,000 in this great Rochester trading area. A market -. that deserves the serious consideration of every national advertiser.

,><.. This rich field is covered in its entirety by -L L 'Cá / L.. \ x 44.., j HEC r.... Pioneer - ..1.. Rochester's Station .>_...« ----v:,,r-., -.. ` . $- t! / S00 Watts-Crystal Controlled-I00% Modulation-Western Electric Á Double Turn Table Equipment. 78 R.P.M.-33-I/3 R.P.M. .---- . If your schedule calls for Broadcast Time in Rochester, whether spot t- 4, program, transcription or announcement: -,:4'. 0,),,, a 10. s .. `-A.'5w-.-- Use Facilities of WHEC, Rochester, New York -'L-,.....4, ., . <.Vk -.j. _ Affiliated with the Columbia Broadcasting System -w -f:s '`...... - 34 Broadcast Advertising "Make 'Em Laugh!" That's The Way To Win Capacity Audiences Today THE radio, the stage and the screen-all are hot on the trail of su,ocessful comedies today, for they know that in a period of depression the American public wants to "laugh and forget"-that is one big reason why "THE BING FAMILY" featuring PA, MA, DICK and DOT

has made such a tremendous hit on the air. It is human -it is clean-it is a series of true-to-life comedies based on American family life-a series which holds up the mirror of mirth for every Pa, Ma, Dot and Dick to see themselves as others see them. "The Bing Family" is NOT an electrical transcription- original scripts are supplied and stations cast and super- vise their own production. The price?-three fifteen - minute programs per week, $16.50; two, $12.50; one, $7.50, due to quantity distribution. Write today for sample presentation containing sample scripts and full details. HEADQUARTERS FOR COMEDY RADIO FEATURES UNIVERSAL RADIO FEATURES INC. LITTLE BUILDING, BOSTON, MASS.

April, 1931 35 Dane Mfg. Co., Dane, Wis. (Hog Feed- ers). E. W. Sanborn, Ashland (Plumber). Ohringer's Dept. Store. United Life & Accident Ins. Co.. Con- Loughran Food Corp. Hugh F. Kinney Insurance Agcy., Oma- ha, Nebr. cord, N. H. Ned Wayburn Dancing Studios. Wadsworth -Howland Co., Inc., Malden. Warren -Nash Corp. (Automobiles). WOW-Omaha Mass. (Bay State Paint). th- Alligator Co., St. Louis, Mo. American Clothing Co. (Retail McElroy -Sloan Shoe Co., NEW JERSEY lets). St. Louis. Sakele Perfume Co. Curran Laboratories, New York City. N. WO R-N ewa rk Y. (Wave Set). Saratoga State Waters Corp., Saratoga Chocco Yeast Co., Springfield. Mass. Independent Butchers & Grocers of E. I. DuPont De\emours & Co., Wil- Springs. N. Y. (Drinking Waters). mington. Del. (Auto Paint). Henry Heide, New York (Candy). Greater N. Y. Green Line, Inc., New York (Sandwich Union Label Council of Amer. Federation Kirshbaum & Co., Chicago (Coats). of Kirsch Co., Sturgis. Mich. (Drapery Shops). Labor. E. I. DuPont de Nemours & Co.. Jones Beach Development Corp. (Real Hardware). Wil- Estate). Lady Frances Hosiery Co. mington, Del. (Automobile Polish). Lowe Brothers, Dayton, Ohio (Paint & A. G. Spalding & Bros., New York WGY-Schenectady Varnish). (Sporting Goods). Carbide & Carbon Chemical Co., New National Home Magazines. E. R. Squibb & Sons, New York (Tooth York. Nebraska Clothing Paste, etc.) City Ice & Fuel Co. Co. Good Luck Food Co., N. Y. Oakland -Pontiac Co.. Detroit. Seeman Bros., New York (White Rose Rochester, R. Tea). (Desserts). S. Proudlit Co. (Radios). Kirsch Co., Powdered Malt Corp., Lima. Ohio. Peter Paul. Inc., Naugatuck. Conn. Sturgis, Mich. (Drapery Phoenix (Candy). Hardware). Hosiery Co., Milwaukee. Lynn Products Co.. Inc.. Lynn, Mass (Oil Maryland Pharmaceutical Co., Baltimore. Laboratory Products Co., Cleveland A. J. Tower Co., New York (Weather (Whipping Creams). Burners & Elec. Radiator). Report). I. Rokeach & Sons, New York Oakland Motor Car Co., Pontiac. Mich. (Nyafat). W. E. Y. Williams Ice-O-Matic Co., Bloomington, Lea & Perrins, Inc., New York (H. P. Drisbane, Albany, N. (Grocers). Ill. (Elec. Refrgrs.) Sauce). Pass Dye Co. Jos. Martinson, Nose York (Coffee). NORTH CAROLINA NEW HAMPSHIRE L. T. W K Piver. Inc., New York (Perfume). W W NC-Asheville V-Laconia Manhattan Soap Co.. New York Collins Baking Co. L. W. Packard, Ashland, N. H. (Woolen (Sweet- Mills). heart Soap). Dunham's Music House (Radios). E. V. Eastman. The Touraine Co.. Boston (Candy). Gardner's Shoe Hospital (Shoe Repair). Franklin, N. H. (Garage). Ivanhoe Foods, Inc., N. Y. Oriental Samaha Stores, Meredith, N. H. (Dry Auburn. Cafe. Goods). Phoenix Hosiery Co., Milwaukee. Do Drop Inn (Cafe). Moses A. Batchelder, Bulova Watch Co., New York. Sterchi Bros. (Furniture). Plymouth, N. H. American Molasses Co. of N. Y., New Haverty Furn. Co. (Gent's Furnishings). York. Ayer Insurance Agency, Plymouth. Conabier Motor Co. (Chrysler Dealer). New York Pear Committee, Ness York. Maclntyre-Jones Oil Co. (Oil & Gas). Electrlx, Inc., Plymouth (Elec. Appli- Alderney Dairy Co. ances). W B T-C ha rlotte The Sandfelder Co., Chicago, Ill. (Beauty Melvin C. Pickering, Meredith (Radio Mould Broadway Theater. Deal. r). Corsets). Charlotte Wattle Shop. Chocco-Yeast, Inc., Springfield, Mass. Columbia Meredith Savings Bank & Trust Co. (Chocolate Yeast). Baking Co. Geo. F. Sanborn & Son, Meredith (Drug- Criterion Music Co. gist). International Skour Pack Corp.. New Hinze Co. York (Pot Cleansers). (Cosmetics). J. Spencer Smith, Meredith (Jeweler). Herberts Oakland Motor Co. Lakeside Garage, Meredith. Jewelry Shop, New York. Ourts-Lennon-Hawley Jones Reach Community Corp., New (Brokers). H. Stewart Hasson, Meredith (Real Es- York Pure 011 Co. (Gasoline, etc.) tate). (Real Estate). Rumford Chemical Works, Rumford, R. National Macaroni Mfg. Ass'n, Braid - Ralph R. Whiting. Meredith (Insurance). wood, Ill. I. (Baking I'owder). A. W. Berg. Plymouth (Contractor). Rockaway Shaw's. Inc. (Radio Dealers). City Cash Market. Plymouth. Operating Co., Inc., New York Southern Dairies, Washington, D. C. F. J. & E. O. (Bungalows). J. S. Wingo, Sanborn, Ashland (Monu- Curtiss Candy Co.. Chicago. Spartanburg, S. Car. (Motor ments). John Accessories). ! i Wanamaker, New York Goodnow-Hunt-P ea r s o n, Inc. (Dry (Depart- W BIG-Greensboro Goods). ment Store). Betty Lou Hat Shop. Carl A. Mitchell. Joseph Harris Co., Inc., Coldwater, N. Merit Shoe Plymouth (Contractor). Y. (Seeds. Bulbs. etc.) Store. Keysey's Tire & Service Sta., Plymouth. Carbide & Southern Public Service Co. (Refrigera- Gammons & Son, Ashland (Insurance). Carbon Chemicals Corp.. New tor). A. J. Puccuttl, York. Guilford Sign Ashland, N. H. (Confect. The Welch Grape Juice Co. Store). Co., Westfield, Henry Hunter Store No. 2 (Grocery). Cote's N. Y. Kemp Food Market. Ashland. Seibert Wilson. Inc.. Clothing Store. Burlington, N. Car. Munsingwear, Chicago (Underwear). New York (Furs). No. Carolina Public Service. Durham -Duplex Razor Co., New York. Lloyd's Chadwick & Kidder, Franklin (Lumber). litllerich & Bradaby, Dress Shop. Claremont Gas Light Co., Claremont. Louisville, KY. (Golf Norbud Hosiery Shop. N. H. Clubs). Snyder WMCA-New York City Bottling Co. (Drinks). George Dame, Concord, N. H. (Sewing Standard Drug Store, Asheboro, N. C. Machines). Edros School of Health. Asheboro Furniture, Finkenburg Furniture Co. Asheboro. Frank W. Kendrick, Plymouth (Coal & Sunset Theater, Asheboro. Wood). I. J. Fox Fur Co. Ping Pong Yorkville Radio Co. Club (Recreation). Mason Music Store, Claremont. Singer Sewing Machine Co. I. Lewis Cigar Co., Newark, N. .1. Pleasant Sweet Shop, Claremont. Brentuno's (Books). Dorsett's Key & Lock Shop. Plymouth Guaranty & Pemigewassett Warlick Shoe Repair Shop. Nat'l Banks, Ray Roma (Hair Tonic). Superior Plymouth. The Alligator Co., St. Motor Co.. High Point, N. C. Rand. Ball & King, Claremont Louis (Raincoats). Dixie Bedding Co. ware). (Hard- Atlas China Co., Cambridge. Ohio. Berenson's Dept. Store. DeLuxe Dinner Car, High Point. Clover Brand Ice Cream Co., High Point.

.,° ok.. .. .' 'C i\up .81% WO LETTER im,1/4, !, ' f`~^+ar re: 8153 letters! h "%:;" R;. a ,:M Nt RESULTS? A single, one-shot program oy i1"ja} .,,t ! r . n.. over WKRC pulled 8153 letters for *.s r,. .. Qs,A; .,,,'Oef,,v C,.." the R B Clothing 4 ..,.t M . Co.... letters' ^'- , h` .. \U . ,Ta~ ^' c r representing complete PN a r coverage °,¡,,, ^. 1eStr of the , >4t ' ,N ` ..\.ltt rich Ohio Valley! Con- '' t \. 1..4 .IA " N .< .N , crete proof of ` .'a' ' .,°;::'::'.".1:::'::. the COVERAGE 'O''.e"4r, .Ñe .+,. y -POPULARITY-PULLING ry,+r + .' «,... ` ..`' ; .y tiNNM+.,v`va.aj ,,; +. f,M POWER of .. , . M..l s,; VN'a'^t`Ni.NU +..'" . ...M. c,A.t,. .. .,+, `. ;,..r- á'rM. t V.,,';''"'.

CINCINNATI, OHIO the only Columbia station in the rich Ohio Valley 36 Broadcast Advertising YID[OW! GUARANTEED RECORDINGS

BROADCASTING by electrical transcription has decided ad- vantages. It is lower in cost; it permits the advertiser to choose his time in each time zone; it provides better possibilities for local dealer tie ins.

THERE have been difficulties too. Improper recording; high sur- W G Y face noise; poor pressings; unproven talent. Schenectady, N. Y.

Station Manager states THE RECORD -O -CAST organization has studied and solved the Majestic is the best elec- trical transcription they mechanical difficulties in electrical transcription or "spot" have tried to date. broadcasting. DOY LE. RECORD -O -CAST ANNOUNCES The Kraft -Phenix Cheese Corporation

now broadcasting by electrical transcription to advertise Kraft - KDYL Phenix cheese products among the people in the Southeastern sec- Salt Lake City tion of the United States. Utah

Record -o -cast's Majestic RECORD -O -CAST SERVICE with guaranteed recordings now Discs are the BEST SLOW available to SPEED recordings we have heard. Advertising Managers-Agencies-Stations

LASKY. Write for IDEAS - CONTINUITIES - TALENT - RECORDINGS

RECORD -O -CAST, INC.

410 N. MICHIGAN AVE CHICAGO

April, 1931 37 E. G. Jones (Insurance). (Golf H. & KLPM-Minot Hillerich & Bradsby, Louisville, KY H. Clothing Store. Selberling Tire Co. liaison Joline (Ready -to -Wear). clubs). Beals (Bakery). Olson Battery Co. Rumford Baking Powder Co., New York. Clegg's Lurose Shop (Ready-to-wear). Mall Pouch Tobacco Co., New York. Shoe Shop. Munsingwear Co., Chicago. (Underwear). Radio & Television Institute, Chicago. Ellis Stone Co. (Ready -to -Wear). Phoenix Chamber of Hosiery Co. Milwaukee. l're Druggist, Inc. Commerce. Minot Building & Loan Assn. Chevrolet Motor ('o.. Detroit. WPTF-Raleigh First National Bank & Trust Co. A. Nash Company, Cincinnati (Clothing). Piedmont Land Co. (Real Estate). Go Far Cereal Mills, Fargo. N. D. Ranh Brothers (Clothing). North Carolina Merchants Ass'n. (Breakfast food). WGAR-Cleveland Rexell Drug Co. Majestic Radio. Lila Redmond (Beauty Golden parlor). B. C. Remedy Co., Durham, N. C. (head- Rule Chick Hatchery. Art Shutter Awning Co. ache Powders). OHIO Smith Restaurant. Montgomery -Ward Co. (Chain Store). WKRC-Cincinnati Doraldlna Inc., Detroit (Cosmetics). Dr. A. P. Kephart. Big East End Carpet Cleaning Co. Daniels, Yank. Chicago (Shirts). F. A. Rocky Mount. N. C. (Dept. Blue Fox Tobacco Co. Rinehart (Motion Picture OpeT) Store). Chevrolet. Detroit. Proctor & Schwartz Electric Co.. Phila- Durham Dairy Products, Inc., Durham. City Ice & Fuel Co., Detroit. delphia (Elec. Irons). N. C. Tom Collins, Jr. (Beverages). Itothen's (Men's clothing). Jones Specialty Co Philadelphia (Savit I. Miller, Inc. (Jewelry refining) Gruen Watchmakers Guild. Ideal Device). Beltzhoover Electric Co. (Electric appli- Bedding Mfg. Co. Oakland Motor Car Co., Detroit. ances). Master Hair Shop (Beauty shop). Norris Candy Co., Atlanta, Ga. Mail Pouch (Tobacco). Bartunek Bros. (Men's clothing). Columbia Baking Co. Mansion (Dancing School). Town Golf Course. Southern Dairies. Washington, D. C. Orpheum (Theatre). Better Vision Society of Cleveland (pp - NORTH DAKOTA R. B. Clothing Co. linnet Hat). KFVR-Bismarck Raab Tailors. Jonas Millinery. Sherman's Tailors. Selberling Tires Co. Red Top Malt Co. Chevrolet Motor Co.. Valvoline, Detroit (Motor oil). W KB N-Youngstown Detroit. R. Allis-Chalmers Dealers, Jamestown, N. D. VI'tamen Co. (Vita Dry beverages). D. McCullough, New Castle, Pa. (Jam- (Tractors). W H K-Cleveland eson Memorial Hospital). Jersee Co., Minneapolis, Minn. (Calf Carbide & Carbon Chemicals Corp.. New Youngstown Hatchery (Baby Chicka). food). York. Mrs. C. 11. Smith Noodle Co., Ellwood Phoenix Hosiery Co., Milwaukee. Bailey Co. (Clothing). City, Pa. American Farming Magazine, Chicago. E. I. DuPont de Nemonrs, Wilmington. Albert Your Druggist. Ellwood City. Kirschbaum Co. (Coats). N. J. The Pittsburg Co., Ellwood City (Real National Home Magazine. (Auto Polish). Estate). Curtiss Candy Co.. Chicago. Hanna Coal Co. Gardner Bros., Ellwood City (G. E. Re- Boote's Hatcheries, Worthington. Minn. Sandfelder Co., Chicago (Foundation gar- frigerators). (Chicks). ments). Madame Mae's Beauty Parlor, Ellwood O. H. Will & Co. (Seeds). Coconut Grove (Cafe). City. Durium Products Co., New York City L. C. Gates, Inc. (Tires). Ellwood Theatres, Inc.. Ellwood City. ("Hit of the Week" Records). Templin-Bradley Co. (Flowers). Leon II. Hoelze (Health Baths). Selvog Fish Co., St. Paul, Minn. Good Luck Food Co., Rochester, N. Y. Peoples Furniture Co. WDAY-Fargo (Pastry flour). Youngstown Candy ('o. Independent Gas Stations Associated. Tip Top Dry Cleaning Co. Thermoid Rubber Co., Trenton. N. J. D. & H. Israel, Inc. (Women's Wear). Youngstown Sanitary Laundry (Latinate') (Brake bands). I. T. S. Co.. Elyria, O. (Heels -soles). and Dry Cleaning). Dakota Electric Supply Co. Lakeside Biscuit Giering Bottling Co. (Beverages). Minneapolis Co., Toledo, O. Chamber of Commerce. Min- National Golf Course Co. (Practice golf Ohio Furniture Co. neapolis. courses). The Bolotin Furn. Co., Sharon, Pa. Walter Field Co.. Chicago, (Mall order). Reliance Mfg. Co.. Chicago (Garments). Cope's Furn. Mart. Alliance. O. D. & M. Finance Co.. Chicago (Silver- Reese Chemical Co. (Cougth remedy). Bolotin-Drabkin Furn. Co. ware). Pequot Mills, New York (Fabrics). Lustig's (Shoes). Paul Schmidt (Florist). Superior Dry Cleaning. First Nat'l Bank of Sharon. Sharon, Pa. Bud the Tailor. Sta mbaugh-Thompson Co. ( Hardware, etc.). Ell Nor Millinery. Welker Florist, New Castle, Pa. Berry Bros., Detroit (Paint). Sandfelder Co., Chicago (Beauty Mould Corsets). KJBS Lewis Auto Service (Auto Dealers. Tires) Walter -Field Co., Chicago (Mail Order SAN House). FRANCISCO OKLAHOMA KCRC-Enid Newman's (Department Store). In the Heart of Trostel Knupp & Co. (Tires & Storage). Ray W. Gumm (Jewelry). Industrial Bancstock Corp.. Tulsa. Northern Triple Trey Cleaners. Dr. W. E. Crosslin (Chiropodist). Pillsbury Flour Mills Co. California's Mood Auto Laundry. J. C. Todd (Investments). Shields & Vater Oil Co. 1,500,000 C. A. Klein (Bakery). Chas. E. Knox Oil Co. Population C. R. %nthony Co. (Department Store). Chappell Oil Co. Bert Smith Road Machinery. Enid Laundry. 55O 1 ou thoen popf- Jack Pellow Monument Works. % lf a ti o Harry P. Frantz (Insurance). Northern California live H. W. Carey (Detective Agency). within West Side Feed Store. the 25 mile ra- French Motor Co. (Studebaker Cars). dius of San Francisco. E. F. Craton (Chiropractor). Brown Funeral Borne. Montgomery -Ward & Co. (Chain Store). M. Godschalk (Men's Clothing). of the pop- The Rochester Co. (Handkerchief Manu- facturers). 61.50 ulation of Enid Dental Clinic. Northern California live H. J. Blaylock (Hatchery). within the 50 mile ra- Enid Rug Factory. dius of San Francisco. Frank Beiber (Florist). Enid Transfer & Storage Co. Joel P. Giles (Chiropractor). J. M. Dale Tent & Awning Co. KJBS is Money Motor Co. (Oldsmobile Cars). located in San Francisco, in the center of this C. M. %Vhitelock Dept. Store. The Vogue Shop (Ladies' Ready -to - Concentrated Metropolitan Area Wear). Parkinson -Neal Motor Co. (Ford & Lin- 1380 Bush Street OR coln cars). dway 4141 Art's Machine Shop. H. W. Shaw (Architect). George Pasby (Auto Repair Shop). 38 Broadcast Advertising INTRODUCING TO RADIO Mr. Station Owner-. T RAN S CO Proven Principles of the Motion Picture - Business now applied to Broadcasting NOW READ We do everything they do in talking pictures .p except photograph Produced in Hollywood

HOLLYWOOD WE RENT YOU PROGRAMS -has the great writers WEEKLY -has the best actors 4-15 minutes -has the known composers 4-30 minutes -has the screen directors With an Exclusive Franchise -has the funny comedians for Your Trading Area. -has the great orchestras 8 Different Subjects which means FILLED WITH REAL STORIES SHOOVMANSHIP MAMMOTH PRODUCTIONS Best Recording Yet. frith Sound Effects Press Books, Mats, Clip We have Iberia all in Sheets, all to help you sell the sponsor. TRANSCO IT'S SWEEPING THE FIELD BUILD UP YOUR AIR AUDIENCE WITH THE BEST ENTERTAINMENT

STATIONS ARE BUYING FAST Yes we also make custom made programs! Write or Wire N` RADIO TRANSCRIPTION CO. OF AMERICA, Ltd. TRANSCO HOLLYWOOD, CALIFORNIA C. C. PYLE. General Manager Temporary Chicago Office: Morrison Hotel

April, 1931 39 622415A Anderson Motor Co. (Oakland and Pon- WLBW-011 City Normal Theatre. tiac Cars). Geo. J. Howe Co., Grove City. Pa. (Cof- R. B. Buchanan Co. (Seeds). Enid News & Stationery Co. fee). Victory -Wilson, Inc. (Men's Clothes). , Billy's Beauty Shop. Hays Baking Co. American Farming Publishing Co.. Equity Grain Co. New Castle Lime & Stone Co., New cago. Kelly Norfieet Clothing (Men's Clothing). Castle. Pa. G. R. Kinney Co., Inc. (Shoes). Head's Shoe Store. McClure Glass Co., Reynoldsville, Pa. Planters Peanuts. Klein's, Inc. (Ladies Apparel). Welsh Bus Co., Butler, Pa. National Home Magazines, Chicago. Adams Jewelry Store. Continental Refining Co. (Oils and Gaso- TEXAS Thorne Planing Mill. line). KGRS-Amarillo Ray Myers (Auto Repairing). Pennzoil Co. (Oils and Gasoline). Modern Auto Top & Body Works. O H. Hayes (Loans). Christ Ev. Lutheran Church. Amarillo Seed & Nursery Co. Chiropractic Sanatorium. S. M. A. Corp., Cleveland (Pantry Cream) Spicer Jeweler. Sigmon Furniture Co. Ables Rug & Carpet Cleaners, Frank- Johnson Grocery. Lewis Alignment Co. lin, Pa. Cohn's, Inc. (Ladies' Clothing). Consumers Coal & Oil Co. Mary C. Fawcett Shop (Ladles' Specialty Albright & Henson (Cafe). Randolph's Clothing Store (Men's and Shop). Crafton Service Station. Boys' Clothing). United Natural Gas Co. Wheelers Karmel Korn (Confection). Olson Motor Co. (Used Cars). Trick It Amusement Co. Kiowa Lumber Co. WCAU-Philadelphia Evergreen Nursery. Burgess Auction Co. (Real Estate). A. H. Geutings (Shoes). Jarrett's, Inc. (Ladles' Clothing). C. E. Gannon (Real Estate & Loans). Holeproof Hosiery. New York. The Popular Store (Ladies' Clothing) Dr. D. L. R. Swartz (Chiropractor). Samuel Kasser (Malt). Gibler Barbecue Shoppe. Dr. T. C. De Foe (Eye Doctor). Mrs. Smith's Pies, Inc. E. E. Finklea, Jeweler. Fullerton Stuart Lumber Co. Alligator Raincoat Co., St. Louis. Thompson Beauty Shop. Lily Candy Shop. KQV-Pittsburgh Lanham & Curry Hatchery. Rude Bros. Hide Co. Bob Daugherty (Used Cars). Bob's Whiterock Hamburger Stand. Argo Lite Appliance Co. (Supplies). Hackney Iron & Steel. RB Clothing Co. KFD M-Beaumont Enid Vitrified Brick Co. Monarch Electric Co. (Supplies). Thames Drug Co. Chas. P. Cansler (insurance). Club Miradlor, Homestead, Pa. Neches Creamery (Ice Cream). Butts Oil & Tire Co. Health Foundation Foods, Inc. DeZauche Hatchery, Opelousas. La. Enid Roofing Co. Thos. Coffelder Radiator. Bean Lumber Co., Port Arthur, Tex. Massachusetts Life Ins. Co. Rites Radio Shop. Smith Bluff Lumber Co., Nederland, Tex. Goodin Glass Co. Acme Beauty Shop. O'Neal Furn Co. East Maine Body & Fender Works. Patsy Anne Beauty Shop. Calder & A. B. C. Stores (Groceries). Gels Price Elevator. Olympic Studio of Dancing. Texas Coffee Co. Southern Scenic Co. L. W. Hall, Irwin. Pa. ('ALentho-Lyptine). Beaumont Bakery. Garfield Battery Co. Miami Restaurant. KTAT-Fort Worth Moore's Fountain. Dr. F. C. Gehrs (Skin Specialist). Annett Shop (Ladies' Wear). City Ice Co. Eichenlaubs (Furniture). Cáravella Beauty Shop. George J. Gensman Hdw. Co. Oldsmobile. Ziodine Co. (Tooth Paste, Shaving Oklahoma Plumbing Co. Dr. B. A. Hyman (Dentist). Cream). Dr. Chas. E. White (Dentist). Rex Oil Co. Florentine Institute (Health Center). General Office Machine Co. (Typewriters) Fort Worth Gas Co. KFJF-Oklahoma City Nolte Beauty Shop. Independent Petroleum Ass'n. Huckins Hotel. Dawn Glow Washing Co. (Washing Pow- Johnson Warehouse Co. Gold Lake Development Co. ders). Liddell & McKinley (Calif. Lawn Sprin- Pashaska Tepee, Cody, Wyo. (Dude kler). Ranch). Feigenbaums Radio Service. W CA E-Pittsburgh Martha Washington Candy Co. KGGF-South Coffeyville Wesco Food Products Co. (Mayonnaise). Tru-Blu Diamond Syndicate, Chicago Oakland -Pontiac, Pontiac, Mich. Love Charm Co., St. Louis (Cosmetics). (Diamond Rings). Werk Bubble Blowers (Werk Soap). Lillard Stock Farm, Arlington, Texas. Keefe -Le Stourgeon, Arkansas City, Kan. Sandfelder Co.. Chicago (Beauty Mold). International Proprietaries, New York (Meat Products). Keystone Lumber Co. ("Tanlac"). Dwarfies. Council Bluffs, Iowa. (Break- Quaker Oats Co., Chicago. Henna Foam Corp., New York (Sham- fast Food). Penn Tire Co. (Seiberling Tires). poo). Mills Chemical Co., Girard, Kans. (Cran- City Ice & Fuel Co.. Cleveland. Belco Co., St. Paul (Perfume). olene). Nu -Bone Corset Shop. KTLC-Houston Hygrade Food Products, Topeka, Kans. Ritter & Morrison (Clothing). L. B. White Co. (Wall Paper). (Canned Foods). TENNESSEE Nu-fut Products Co. (Foot Powder). OREGON W DOD-Chattanooga Buyshare Inv. CO. (Real Estate). KTBR-Portland Radio Girl Perfume. Pacific Coast Coal Co. Johnson Coffee Co. Harris-Hahlo Co. (Women's Wear). Burnside Fuel Co. Southern Dairies, Washington, D. C. J. Wexler (Jewelry). Reynolds Finance Co. (Auto Fin.) Clark Bros. (Retail Furn). Jno. W. Beal Realty Corp. Sears, Roebuck & Co. (Chain Store). Cream Top Creamery. Mid -Coast Realty Corp. Bank of Sellwood. Starch( Bros. (Majestic Refrig.). KTRH-Houston B. & C. Department Store. Sandfelder Co., Chicago (Beauty Mold National Enameling & Stamping Co.. Vogue Millinery Shop. Corsets). Milwaukee (Nesco Stoves, etc.). Mastercraft Furn. Factory. Chattanooga Coca-Cola Co. Chevrolet Motor Co. PENNSYLVANIA Acme Coal Co. Flyer Perfumers, Chicago. English Woolen Mills (Men's Suits). De Forest Radio School, Dallas. WGAL-Lancaster WNBR-Memphis Harris Cream Top Milk Co. Watt & Shand, Inc. (Dept. Store). Peoples Coal Co. Morning Glory Creameries.

The only full-time net-work station within 75 miles Advertisers are well acquainted with the excellent trading area of Central of SYRACUSE and Northern New York. WFBL, located at "the Hub of the Empire State," is the only station in this territory with full time network programs and naturally receives practically undivided attention and interest from the 1,634,000 listeners which it serves. Whether your problem is to cover that section between the Albany and Buffalo trading areas, or to try out a single station where you are reasonably sure of success, you will find WFBL a profitable selection because of its dominating position and reasonable rate. WFIIL has the finest of transmitting equipment, 100% modulation, crystal control to insure for its listeners and its advertisers the highest quality of service. Tell your story to this audience whose confidence has been built up through eight years of continuous operation and progressive service. ONONDAGA RADIO BROADCASTING CORP. no rae, oY.

40 Broadcast Advertising RESULTS 521% OF ALL WBIIM CLIENTS ARE ON RENEWED CONTRACTS

The Air Theatre ti CHICAGO 25,000 Watts -- 389.4 Meters -- Clear Channel April, 1931 41 Itettig's Pure Cream Ice Cream. Settegast-Kopf Co. (Funeral Directors). J x xxxxxxxxXX Mays & Britton (Real Estate). xxxxxxxxxxx Krupp & Tutlly, Inc. (Men's Clothing, 1656 Shoes, etc.). Dollahlte-Levy Co. Enter Madam , , That is the number of program pe- Union Bottling Works. riods placed, from February 1st to Je Nan's Millinery Shoppe. March 24th, by advertisers who know Cos & Blackburn (Frigidaire). Rice -Copeland Co. (Refrigerators). the Charming that KTSA-San Antonio Joske Bros. (Muneingwear). Nash Hardware Co., Ft. Worth. Widow Mason! Sanfelder Manufacturing Co., Chicago WORC (Beauty Mold). covers the great WORCESTER mar- International Shoe Co., New York. Cherry Blossom Shops (Bread, Cakes and Have you heard Cecil and ket, intensively, completely for more Pastry). Sally since the Widow Mason than 15 hours every day. French Booterie. KGKO-Wichlta Falls has laid siege to the heart of Studios: 00 Franklin P. B. M. Co. (Alunsingseear). What a fine, St. Philco Radio Sales'Co. Uncle Thomas? Worcester. Alanr. National Enameling & Stamping Co., step -mother she would make Milwaukee. Member, Columbia Broadcasting Northwest Motors, Inc. for Sally. Listeners are get- System and Yankee Network UTAH ting worried; almost as wor- KDYL-Salt Lake City National Tea Importing Co. ("Lady ried as Cecil and Sally. And Jane" Mayonnaise. etc.). right in the midst of this Ambrosia, New York (Skin Cleaner - Beauty Aid). trouble, Sybil, that girl next I. Miller Shoes. is to get Cecil in Co-operating with Advertising Dinnerette Foods Products, Ogden, Utah door, trying (Mayonnaise. Relish, etc.). her clutches. Poor Sally. But Agencies for Effective Han- Keith -O'Brien Co. (Department Store). VIRGINIA brighter days are ahead. Ce- W RV ' dung of Radio Appropriations A-Richmond cil's Aunt Bess is coming to Southern Dairies, Washington, D. C. Clark Teaberry Gum Co., Pittsburgh. the rescue. Kimbrough McCarthy & Christian (Real Estate). Do your listeners enjoy this AGENCIES Lee Baking Co., Charlottesvile, Va. funny, Old Dutch Market (Foods). lovable continued WASHINGTON comic strip? What an audi- BROADCASTING KJ R-Seattle Cieno Dye Works. ence builder it has become. BUREAU, Ltd. Hochberg's. They listen because they love Argonaut Coffee Shop. these 520 No. Michigan Ave. Ducrest Patented Steel. lovable youngsters; and Stump Puller & Tools Mfg. Co. because it's a continued story CHICAGO, ILLINOIS University Marmon Co. National Macaroni Mfrs. Assn., Chicago. with six ten-minute chapters WHITEHALL 4915 Albert Dickinson Seed Co., Chicago. Wm. A. Bacon (Stocks). every week (fifteen minutes Bonita Mines, Inc. with theme music and spon- Rings Brake Service. A. F. Ghlglione & Sons. sor's copy) they listen every ietropolitan Theatre. night; watch Pacific Hatchery, Tangent, Ore. the clock for Auburn Savings & Loan Assn., Auburn, Cecil and Sally time for fear Wash. IOWA'S Autoradioe. they'll miss a single install- Radio & Television Institute, Chicago ment. RESPECTED (School). M. G. Caplan. What a spot for a sponsor! Calirox Cookie Co. 250 WATT Louis Hagen Beauty Shoppe. Consistent, proved audience; The Barbasol Co., Indianapolis (Shaving concentrated attention. Every Cream). STATION Grant Rees Optical Co. word of the advertising mes- E. I. Du Pont de Nemours & Co., Wil- sage heard and absorbed. And mington. Del. (Paints and Varnishes). Belmont Dye Works. real appreciation. Dorne Hotel. Major B. W. Field (Realty). And the agency-well, this hotel McGrath & Cafe. North Bend. solves that production prob- KFJB Wash). Malmo & Co., (Nurseries). lem. Space left for the ad- MARSHALLTOWN Moler Barber College. vertising messages in F. W. Fitch & Co.. Des Moines, Iowa the an- (Hair Tonic). nouncement; fill in, send to Broslasliot tun luwa s Gerznpblal Center The Lowe Bros., Dayton, Ohio (Paint and Varnish). the station and the job is L. T. Plver. Inc.. Chicago (Perfume). done. A fool -proof, sure-fire Reliance Mfg. Co.. Chicago. Powder River Rug Co. program on clear, natural Puget Sound Window Cleaning Co. transcriptions Ready Malt Co. of excellent Philadelphia Sterage Battery Co., Phlla- quality; a national program, d"lphia. Pa. (Radios). Hillerich & Bradsby Co.. Inc., Louisville nationally popular at less WJ AY (Grand Slam Golf Clubs). than the cost of local talent. Walter Baker Chocolate Co., New York. 610 KILOCYCLES Silver Cab Co. Send for two things: the Thompson's Hotel & Cafe, North Bend. Ohio's Most Popular Daytime Wash. new Cecil and Sally booklet Uncle Tom's Cabin. for the sales department, and Station .. . Washington Service Bureau. Pine -A -Rol Products, Inc. (Hair Prod- a set of sample recordings. National advertisers are beginning ucts). fo realize the vast pulling power of KO MO-Seattle Woods Super -Service Stations (Auto Sup- WJAY in the great metropolitan plies). market of Cleveland and surround- Pine -A -Rol Products (Cosmetics). PATRICK AND ing towns. Eberting Erwin & Co. (Stocks and Bonds). Benevolent & Protective Order of Elks COMPANY Complete facilities for transcription (Good Will). programs. Marquis Products Co.. Portland, Ore. 865 Mission St. (Salad Dressing). NEW OFFICES AND STUDIOS Phoenix Hosiery Co., Milwaukee. SAN FRANCISCO Electrol Sales Co. (Oil Burners). 1224 Huron Rd., Cleveland, Ohio Charts Corp.. Allentown. Pa. (Founda- xXXXXxxXXXX x XxxxXXXXXxx tion garments). 42 Broadcast Advertising New World Life Insurance Co. Thermoid Rubber Co., Trenton, N. J. (Brake Lining). Public Opinion, Spokane, Wash. (Maga- zine). Van Du3n's Chocolates, Inc. Bon Marche (Dept. Store). Bainbridge Players (Theatre Tickets). Chicago, Milwaukee, St. Paul & Pac. Ry Co. Gruen Watch Makers Guild. National Merchant Tailors Ass'n. K FPY-Spoka ne Altamae Shop (Women's Apparel). William T. Barnard Co. (Chrysler Deal). E. S. Horgan & Son (Department Store). The Crescent (Department Store). Fidelity Savings & Loan \ss'n. Hart & Dilatush (Pharmacists). Paas Dye Co. Rtc°°p5 kuburn Sales & Service Co. -r: Eldridge -Buick Co. (Buick Dealer). Ray -Dio -Ray Clinic. atK' Sims Cafe. 10.17...c."..7-;00,1 ca+as Symmes Upstairs Store (Furniture). f Uptown Brake Service (Garage). WEST VIRGINIA t41Na_J WSAZ-Huntington llaó'o . .._ Kibler Clothcraft Co. (Men's Clothing). \cme Motor Car Co. (New and Used Cars). 10' Dairymen's Asti n. ' . w Munsingwear Co.. Chicago. Emmons -Hawkins Hdw. Co. WWVA-Wheeling P r Hong Poo Lung (Restaurant) R. T. Moores (El Glyco). Chas. Norteman (Packing). Kingley Co. (Dept. Store). Stone & Thomas (Dept. Store). - Dr. Paul Cannarella (Turkish Baths). Germania Tea Co., Pittsburgh (Reducing Prep:). S. M. Rice Co. (Millinery). krfleld's (Millinery). Betty Gay Shop. Inc., New York (Dress Shop). Scott Motor Co. (Chrysler Dealer). Earle Chemical Co. (Rebene-Foot Ease). Wheeling Elec. Co. Dulaney -Miller Co. (Oakland -Pontiac). 'tuto Tire Shop (Tires). $26, 819 ú Gee Electric Co. (Elec. Supply). Gilbert (Enna Jettick Shoes). The National Advertising Recórds show that $26, 819, 156 Washington Restaurant. Chapllne Hotel. was spent in Radiocasting in 1930 (a year of depression) this Clarence J. Bertschy (Funeral Home). Bowser Lumber Co., Sisterville, W. Va. is a stupendous sum. Imperial Ice Cream. Book Shoe Co. Key Cable Co., Clarksburg, W. Va. Geo. E. Stifel Co. This was an increase over 1929 of 44% plus. Ed. W saner Storage Co. F'. & S. Shoe Co. Neals Store (Dress Shop). C. Hess & Sons (Haberdashery). Peter .Check (Ladles' Tailor). $25 Edward Shively (Dry Cleaning). Roxan Drug Co. can have the Radio Section of National Patrician Booterie. For $25 you Italian and American Restaurant. come to you month by month giving Chevrolet Chronicles, Detroit (Motors). Advertising Records Ilazins', Inc. (Dress Shop). time, Shoe .Hospital. you a complete checkup on the frequency,expenditure Ross T. Chew (Wall Paper). in Hopkins Motor (Dodge Dealer). and in fact an accurate picture of what is happening Home Pearl laundry. Ohio Valley Battery -& Ignition Co. Radiocasting on all the chains and networks. WISCONSIN WISJ-Madlson Real Silk I-osiery Mills, Indianapolis. A complete Radio Analysis from 1927 to and including Oakland -Pontiac Motor Car Co., Detroit. \merican Farming Pub. Co., Chicago. 1930 is part of this section. Walter Field Co., Chicago (Mail Order House). American \grlcultural Chemical Co., New York (Fertilizers). A complete group analysis of the different types of Radio McKay Nursery Co. J. W. Jung Seed Co., Randolph, Wis. Advertisers is furnished in this section each month. Dolan Poultry Farms. WTMJ-Milwaukee Espenhain's (Department Store). All of This For lust Nat'l Enameling & Stamping (Heaters and Ranges). %\ Illiams Oil -O- t atic Heating Corp., Bloomington. Ill. L. J. Mueller Furnace Co. $25 E. I. Du Pont de Nemours & Co.. Inc.. Wilmington, Del. (Paints, Varnish and Enamel). W RJ N-Racine Phoenix Hosiery Co., Milwaukee. Consult Our Nearest Office Munsingwear Co.. Chicago (Underwear). WYOMING KDFN-Casper National Register Publishing Company Oakland Motor Co.. Detroit. E. A. Stephens Fur Co., Denver. Sole Selling Agents Gantt Hardware Co. Indian Ice & Cold Storage Co. Street. Chicago Wyoming Wholesalers kitten. 853 BroaJway, New York 140 S. Dearborn John Jourgesson (Devoe Paints). 7 Water Street, Boston 929 Rusa Bldg., San Francisco Gene Payne Co., Douglas, Wyo. (John Deere Farm Machinery). Douglas Dry Goods Co., Douglas. April, 1931 43 (CHAIN ADVERTISERS Going! [Concluding the list of advertisers using time on the national or regional networks and their advertising agencies.

Company Product and Chain Agency Allied Quality Paint Group.... Paints Henri, Hurst & McDonald, Inc. Cleveland (NBC) 58 E. Washingon St., Chicago Going! American Pop Corn Co. Pop Corn .Coolidge Adv. Co. Sioux City, Iowa (NBC) 308 Ins. Ex. Bldg., Des Moines American Radiator & Std. Boilers & Radiators Blaker Adv. Agency Sanitary Corp. (NBC) 420 Lexington Ave., New York 40 W. 40th St., New York Angelus Campfire Corp. Marshmallows Batten, Barton, Durstine & Os - 531 S Sangamon St., Chicago (Yankee Network) born, Inc. 332 S. Michigan Ave., Chicago tonel Associated Oil Co. Gasoline & Oil Lord & Thomas and Logan 79 New Montgomery, San (NBC) 225 Bush St., San Francisco Francisco Barnsdall Refineries, Inc. Gasoline & Oil Stanley J. Ehlinger Advertising At the present Petroleum Bldg., Tulsa, Okla. (CBS) Commercial Bldg., Tulsa, Okla. Berwick Cake Co. Cake The Goulston Co. rate of demand, 22 Palmer St., Roxbury, Mass. (Yankee Network) 35 Court St., Boston The Best Foods, Inc. Food Products McMullen, Sterling & Chalfant radio station time 297 Fourth Ave., New York (NBC) 522 Fifth Ave., New York The Blue Valley Creamery Co.. Butter Rogers & Smith will soon be an 1137 Jackson Blvd., Chicago (NBC) 20 N. Wacker Dr., Chicago Borden Sales Co., Inc. Condensed Milk, etc Young & Rubicam, Inc. almost inaccessible 350 Madison Ave., New York (NBC) 285 Madison Ave., New York Boston Food Products Co. Corned Beef Hash Chambers & Wiswell commodity. 554 Western Ave., Brighton, (Yankee Network) 260 Tremont St., Boston Mass. Bonrjois, Inc. Cosmetics Redfield -Coupe, Inc. Advertisers, who 35 W. 34th St., New York (CBS) 274 Park Ave.. New York The Brazilian -American Coffee Coffee N. W. Ayer & Son, Inc. can induce Prom. Committee, 64 Water (NBC) 200 Fifth Ave., New York good St., New York stations to accept C. A. Briggs Co. Candy Fred \V. Janvrin Agency 418 Main St., Cambridge (Yankee Network) 32 Union St., Boston long term, non - Burnham & Morrill Co. Canned Goods Lavin & Co. Portland, Me. (Yankee Network) Statler Bldg., Boston cancellable con- California Conserving Co. Catsup, etc. Frail Brisacher & Staff 110 Market St., San Francisco (NBC) Crocker Bldg., San Francisco tracts- Campana Corp. Cosmetics McCann-Erickson, Inc. Batavia, Ill. (NBC) 910 S. Michigan Ave., Chicago Campbell Cereal Co. Breakfast Food Rogers & Smith One year,- Northfield, Minn. (Yankee Network) 20 N. Wacker Dr., Chicago Campbell Soup Co. Soups, Beans, etc F. Wallis Armstrong Co. Camden, N. J. Two years,- (NBC) Locust & 16th Sts., Phila. Canadian Pacific Ry. Co. Railroad Travel Albert Frank Montreal, & Co., Inc. 4 Canada (NBC) 165 Broadway, New York Three years,- Carbide & Chemical Co. Pyrofax Gas N. \V. Ayer & Son 30 E. 42nd St., New York 200 Fifth Ave., New York Champion Radio Works, Inc... Radio Tubes Chambers & Wiswell will have a de- Danvers, Mass. (Yankee Network) 260 Tremont St., Boston Coca-Cola Co. .Coca-Cola Beverage D'Arcy Adv. Plum Co., Inc. cided advantage. St., Atlanta (NBC) 1501 Locust St., St. Louis Colgate -Palmolive -Peet Co.....Palmolive Soap Lord & Thomas and Logan, Inc. 919 N. Michigan Ave., Chicago (NBC) Palmolive Some Afternoon Bldg., Chicago Consolidated Cigar Co. Cigars Young & Rubicam, Inc. Time Available 730 Fifth Ave., New York (CBS) 285 Madison Ave., New York Cream of Wheat Co. Cream of Wheat J Walter Thompson Co. 730 Stinson Blvd., Minneapolis (NBC) 410 N. Michigan Ave., Chicago Crowell Publishing Co. Collier's Magazine....Batten. Barton, Durstine & Os - 250 Park Ave., New York (NBC) born. Inc. 383 Madison Ave., New York KMBC Delano Potter & Co. Tea & Coffee Wolcott & Holcomb "Midland Broadcast Central" 45 Commercial St., Boston (Yankee Network) 80 Federal St., Boston Drake Baking Co. Drake's Cake McMullen, Sterling & Chalfant, Brooklyn, N. Y. (CBS) Inc., 250 Park Ave., Midland Broadcasting New York Co. Durkee -Mower Corp. .Marshmallow Cocoa Harry M. Frost Co. Pickwick Hotel Lynn, Mass. (Yankee Network) 260 Tremont St., Boston Dwinell-Wright Co. Coffee Lavin & Kansas City - Missouri Co. 311 Summer St., Boston (Yankee Network) Statler Bldg., Boston Eastman Kodak Co Kodaks J Walter Thompson Co. Rochester, N. Y. (CBS -NBC) 420 Lexington Ave., New York 44 Broadcast Advertising Company Product and Chain Agency Fels & Co. Laundry Soap .Young & Rubicam, Inc. 73rd & Woodland Ave., Phila. (NBC) Atlantic Bldg., Philadelphia First National Stores, Inc Chain Stores Richardson, Alley & Richards BUSINESS 5 Middlesex Ave., Somerville, (Yankee Network) Statler Bldg., Boston Mass. IN Florsheim Shoe Co. Shoes McJunkin Adv. Co. IS GOOD 541-571 W. Adams, Chicago (NBC) 228 N. La Salle St, Chicago Os- Follmer, Clogg & Co. Umbrellas Batten, Barton, Durstine & BUFFALO Lancaster, Pa. (NBC) hórn, Inc. 383 Madison Ave., New York Forhan Co. Tooth Paster Erwin, Wasey & Co. BUFFALO is the largest 200 Sixth Ave., New York (CBS) 420 Lexington Ave., New York grain distributing port in E. Fougera Co. Vapex Small, Kleppner & Seiffer, Inc. the world. 41 Maiden Lane, New York (NBC) 469 Fifth Ave., New York I. J. Fox Fur Co. Furs .John J. Morgan Agency St., Boston BUFFALO is the second 393 Fifth Ave., New York (CBS) 60 Batterymarch largest flour milling center Pudding Wood, Putnam & Wood . Fruit-Puddine Co. of America. in the world. 505 Water St., Baltimore (Yankee Network) 178 Tremont St., Boston McCann-Erickson, Inc. \V. P. Fuller & Co. Paints, Varnishes, is port Francisco etc. (NBC) 114 Sansome, San Francisco BUFFALO the sixth 301 Mission St., San of America. Funk & Wagnalls Co. Books, Literary Samuel C. Croot Co., Inc. 354 Fourth Ave., New York Digest (NBC -CBS) 28 W. 44th St., New York Batten, Barton, Durstine & Os - BUFFALO is one of, the ten General Baking Co. "Bond" Bread of world. 420 Lexington Ave., New York (CBS) born, Inc greatest ports the 383 Madison Ave., New York is General Foods Corp. Coffee Erwin, Wasey & Co., Inc. BUFFALO the eighth city 250 Park Ave., New York (NBC) 420 Lexington Ave., New York in the United States indus- General Ice Cream Corp. Fro -Joy Ice Cream Erwin, Wasey & Co., Inc. trially. Schenectady, N. Y. (NBC) 420 Lexington Ave., New York General Mills, Inc. Flours & Cereal Batten, Barton. Durstine & Os- BUFFALO is the first city Cham. of Corn., Minneapolis (NBC) horn, Inc., No. Western Bk. in the United States in di- Bldg., Minneapolis versity of industry. Gentles Baking Co Health Bread Harry M. Frost Co. 35 Mildred Ave., Milton (Yankee Network) 260 Tremont St., Boston BUFFALO is the twelfth Gold Dust Corp. Cleansing Powder... Batten, Barton, Durstine & Os - city in the States in Inc. United 88 Lexington Ave., New York (NBC) - born, 383 Madison Ave., New York population. Barbara Gould, Inc. Beauty Preparations Redfield -Coupe, Inc. BUFFALO is the second 247 Pirk Ave., New York - 392 Fifth Ave., New York (CBS) largest American railroad James Graham Mfg. Co. Wedgewood Ranges L. \V. Farwell Agency 695 Bryant, San Francisco (NBC) Hearst Bldg., San Francisco center. .Direct W. H. Graham Corp Undertakers BUFFALO is 500 1770 Washington St., Rox- (Yankee Network) within bury, Mass. miles of 70 million people. Dorothy Gray Cosmetics Batten, Barton, Durstine & Os - 683 Fifth Ave., New York (NBC) born, Inc. BUFFALO is a prosperous 383 Madison Ave., New York international industrial city The Great Atlantic & Pacific.. Food Products Paris & Peart gateway to the trade York -the 420 Lexington Ave., New York (NBC) 369 Lexington Ave., New of two nations. Great Northern Railway Co.... Railroad Travel McJunkin Adv. Co. 4th & Jackson Sts., St. Paul (NBC) 228 N. La Salle St., Chicago Hamilton Umbrella Co. Durp Weave Um - 216 Tremont St., Boston brellas Direct SHREWD (Yankee Network) Hartwell & Son Coal Direct ADVERTISERS Boston (Yankee Network) Herbal Flaxolyn Corp. Flaxolyn Small. Kleppner & Seiffer SPOT BUFFALO Newburgh, N. Y. (Yankee Network) 17 E. 45th St., New York' Edna Wallace Hopper Beauty Preparations.. Faxon. Inc. Information Gladly Given 536 Lake Shore Dr., Chicago (NBC) 400 N. Michigan Ave., Chicago Howard Clothes, Inc. Men's Clothing .Peck Adv. Agency, Inc. 1268 Broadway, New York (CBS) 271 Madison Ave., New York F. M. Hoyt Co. Peanut Products \. W. Ellis Co. BUFFALO Amesbury, Mass. (Yankee Network) 24 School St., Boston Interwoven Stocking Co. Hosiery .United Adv. Agency BROADCASTING 390 George St., New Bruns- (NBC) 8 \\. 40th St., New York wick, N. J. CORPORATION Jeddo Highland Coal Co. Coal Donald G. Frost, Inc. Jeddo, Pa. (Yankee Network) 17 Battery PI., New York OPERATING Johnson Educator Food Co.. .. Crackers John W. Queen 100 Sydney St., Cambridge (Yankee Network) 5 Park Square, Boston Johnson & Johnson Baby Powder, Cream Young. & Rubicam, Inc. WKBW George St., New Brunswick etc. (NBC) 285 Madison Ave., New York WGR Katterman & Mitchell Silks .Direct New York (NBC) WMAK Kellogg Co. .Kaffee Hag Coffee N. W. \yer & Son, Inc. Battle Creek. Mich. (NBC) W. Washington Sq., Phila. Rand Bldg. Buffalo, N. Y. Kelvinator Sales Corp. Elec. Refrigeration MacManus, Inc. 14250 Plymouth Rd., Detroit (NBC) Fisher Bldg., Detroit April, 1931 45 Company Product and Chain Agency Kennedy & Co. Butter, Eggs, etc.....Ingalls Adv. Agency North and 91 Commercial St., Boston (Yankee Network) 137 Newbury St., Boston South Atwater Kent Mfg. Co. Radios & Speakers... Batten, Barton, Durstine & 0s- Dakota, 4700 Wissahickon .Ave., Phila- (NBC) born, Inc. Northwest delphia 383 Madison Ave., New York Iowa, C. M. Kimball Metal Polish .Wood, Putnam, Wood Minnesota, Winthrop, Mass. 178 Tremont St., Boston Most of Kirkman & Son Soap Products Ewing, Jones & Higgens, Inc. Bridge & Water, Brooklyn (NBC) 36 \V. 44th St., New York Nebraska Knox Hat Co. Knox -Dunlap Hats Louis C. Pedlar, Inc. 711 Fifth Ave., New York (NBC) 509 Madison Ave., New York La Lasine International Antiseptic Wales Adv. Agency, Inc. 529 S. Broadway, So. Boston (Yankee Network) N. Y. Central Bldg., New York Most Lamont, Corliss & Co Nestle's Chocolate.... Dauchy Co., Inc. popular 131 Hudson, New York (NBC) 9 Murray, New York Francis H. Leggett & Co. Premier Salad Rudolph Guenther -Russell Law, 27th & Hudson, New York Dressing (CBS) Inc., 131 Cedar, New York agricultural Lehigh Coal & Navigation Co Coal .Aitken-Kynett Co. 1421 Chestnut St., Philadelphia (NBC) 1420 Walnut St., Philadelphia Lehn & Fink Products Co Pebeco Tooth Paste.. United States Adv. Corp. station 683 Fifth Ave., New York (CBS) 250 \V. 57th St., New York Lever Brothers Co. Soap & Soap Flakes.. J. \\'alter Thompson Co. Broadcasting news, mar- Cambridge, Mass. (NBC) 420 Lexington Ave., New York kets, and the most popular Levin Bros. . Dainty Dot Hosiery..Willard DeLue entertainment from 6 Boston, Mass. 80 Boylston St., Boston a. m. to 12 midnight, with Loose -Wiles Biscuit Co. Crackers Newell -Emmett Co., Inc. full time and 1000 Watts, Long Island City, N. Y. (Yankee Network) 40 E. 34th St., New York eight million people in the P. I.orillard Co. Old Gold Cigarettes Lennen & Mitchell, Inc. great North Mid -West de- 119 W. 40th St., New York (CBS) 17 E. 45th St., New York pend on The Lowe Brothers Co. Paints Geyer Adv. Co. 450 E. 3rd St., Dayton (NBC) 3rd Natl. Bk. Bldg., Dayton Luden's, Inc. .Cough Drops R. A. Foley Agency 200-242 N. 8th St., Reading, Pa. (NBC) 1600 Arch, Philadelphia MacFadden Publications, Inc.. True Story Magazine. Ruthrauff & Ryan, Inc. WNAX 1926 Broadway, New York.. (CBS) 128 W. 31st St., New York Maltine Co. Maltase Tonic N. W. Ayer & Son. Inc. Besides the full coverage 20 Vesey, New York (NBC) 200 Fifth Ave., New York mentioned above, the Manhattan Soap Co., Inc Toilet Soap Peck Adv. Agency, Inc. popularity of WNAX pro- 441 Lexington Ave., New York (CBS) 271 Madison Ave., New York grams attracts part time Martin-Senour Paint & Var- Paint & Varnishes Bchcl & Harvey Adv. Agency listeners in Montana, nish Co. (CBS) 400 \V. Madison, Chicago Wyoming, Colorado, Kan- 2520 Quarry St.. Chicago sas, Oklahoma, Missouri, Maryland Pharmaceutical Co... Cough Syrup .The Joseph Katz Co. Illinois, Indiana, Mich- 2419 Greenmount Ave., Balti- (Yankee Network) 16 E. Mt. Vernon Pl.. Balti- igan, Wisconsin and even more more into Canada. C. F. Mueller Co. Spaghetti & Maca- Thomas M. Bowers Adv. Agency 180 Baldwin Ave., Jersey City roni (NBC) 25 E. Jackson Blvd., Chicago Top of the dial -526 Me- My -T -Fine Corp. Food Products Wales Advertising Co. ters, 570 Kilocycles-and 882 Third Ave., Brooklyn (Yankee Network) 230 Park Ave., New York full Western Electric National Battery Co. Storage Batteries David, Inc., Merchants Natl. Bk. Equipment with 90% 1728 Roblyn Ave., St. Paul (NBC) Bldg., St. Paul Modulation insures wide National Lead Co. of Calif..... Paints & Varnishes. Marschalk & Pratt, Inc. and clear reception con- San Francisco, Calif. (NBC) 369 Lexington Ave., New York tinuously. Member Co- National Pickle Packers Assn.. Pickles Young & Rubicam, Inc. lumbia Broadcasting Sys- 140 N. Dearborn St., Chicago (NBC) 285 Madison Ave., New tem. York Neet, Inc. .Beauty Preparations. Blackett-Sample-Hummert. Inc. Build your business in Port Chester, N. Y. (NBC) 58 E. Washington, Chicago this splendid market, at N. E. Confectionery Neceo Lavin & Co. moderate cost, as we have 254 Massachusetts Ave., (Yankee Network) 916 Statler Bldg., Boston built our business by mar- Cambridge, Mass. velous strides-and as New England Coke Co. Coke P. F. O'Keefe, Inc. 250 others have increased Stuart St., Boston . (Yankee Network) 45 Bromfield St., Boston their business, the facts Ocean S.S. Co. of Savannah.. Steamship Service Aitkin-Kynett Co. on which are yours on re- Pier 46, N. R., New York (NBC) 1420 Walnut, Philadelphia quest. O'Cedar Corp.. O'Cedar Products.... Shuman -Haws Advertising Co. 4501 S. Western, Chicago (CBS) 820 Tower Ct., Chicago Pacific Coast Gas \ssn. Gas & Power Hamman-Lesan Co., Inc. San Francisco (NBC) 574 Market St., San Francisco HOUSE Pacific States Say. & Loan.... Financial Institution Leon Livingston San Francisco (NBC) Mills Bldg., San Francisco The Packer Mfg. Co., Inc..... Tar Soap & Sham- The Blackman Co. OF GURNEY 101 \V. 31st St., New York poos (NBC) 122 E. 42nd St., New York Paramount Publix Corp. \lotion Pictures Hanff-Metzger, Inc. INC. Paramount Bldg., New York (CBS) Paramount Bldg., New York Parke, Davis & Co. Pharmaceutical Sup- Blackman Co. YANKTON, S. D. Ft. of McDougall, Detroit plies (NBC) 122 W. 42nd St., New York E. L. Patch Co. Cod -Liver Oil .Batten, Barton, Durstine & Os - Stoneham, Mass. (NBC) horn, Inc. 383 Madison Ave., New York 46 Broadcast Advertising Agency Company Product and Chain Walter Thompson Co. & Ford, Ltd. Maple Syrup J Penick 420 Lexington Ave., New York 420 Lexington Ave., New York (NBC -Yankee) Storage Bat. Co.. Philco Batteries & Erwin, \Vasey & Co. Philadelphia 420 Lexington Ave., New York Ontario &C Sts., Philadelphia Radios (CBS -NBC) Thompson Co. Extract Co. Vanishing & Cold J. Walter Pond's 420 Lexington Ave., New York 131 Hudson St_, New York Creams (NBC) Blackman Co. Procter & Gamble Soaps & Crisco The 122 E. 42nd St., New York 209 Gwynne Bldg., Cincinnati (NBC -CBS) & Thomas and Logan, Inc. The Quaker Oats Co. Food Products Lord 919 N. Michigan kve., Chicago Ry. Exchange Bldg., Chicago (NBC) & Thomas and Logan, Inc,, Radio Corp. of America Radios & Radio Lord 247 Park Ave., New York 233 Broadway, New York Speakers (NBC) Co Camel Cigarettes N. W. Ayer & Son. Inc. R. J. Reynolds Tobacco Sq., Phila. Winston-Salem, N. C. (NBC) W. Washington Thermostat Co..... Thermostats .Sweeney & James Co., Inc. Robertshaw Ave., Cleveland. Youngwood, Pa. (NBC) 1632 Euclid Clothes, Inc. Men's Clothes Willard DeLue Roxy St., Boston 915 Broadway, New York (Yankee Network) 80 Boylston Groceries Bottsford-Constantine Co. Safeway Stores, Inc. Bldg., San Cal. (NBC) 420 Standard Oil Oakland, Francisco Inc Women's Coats & Sidney Dunn & Co. Scott Furriers, St., Boston 69 Summer St., Boston Dresses 77 Summer (Yankee Network) Inc. Scott's Emulsion Young & Rubicam, Inc. Scott & Bowne. Ave., New York Bloomfield, N. J. (NBC) 285 Madison Glow Oil Burner Corp.. Oil Burners .Lyman Irish Silent 42nd St., Boston 1000 Park Ave., Hartford, 60 E. Conn. .Cough Drops & Hommann, Tardier & Sheldon, Smith Bros. Ave., New York Poughkeepsie, N. Y. Syrup (NBC) Inc., 551 Fifth Agency, Inc. Cotton Oil Trading Wesson Cooking Oil Fitzgerald Adv. Southern Bldg., New Orleans Co., San Francisco (NBC) Southern The only guar- Flooring Robert II. Brooks Co. Southern Oak Flooring Oak Little Rock Industries, Little Rock, Ark. 802 Boyle Bldg., anteed cover- Agency Flour Co. Food Products D'Evelyn & Wadsworth Sperry San Francisco age in the rich 195 Berry St., San Francisco (NBC) 405 Montgomery, Brands. Inc. Coffee. Yeast, etc J. Walter Thompson Co. Wichita area. Standard Ave., New York 595 Madison Ave., New York (NBC & CBS) 420 Lexington Co. Standard Oil Co. of Calif..... Gasoline & Oil McCann-Erickson Standard Oil Bldg., San Fran- (NBC) 114 Sansome, San Francisco cisco & Os - Standard Oil Co. of N. Y..... Socony Gasoline Batten, Barton, Durstine 26 Broadway, New York (NBC) horn, Inc. 383 Madison Ave., New York - Co. S. W. Straus & Co. Bonds J Walter Thompson Ave., New York 565 Fifth Ave., New York (CBS) 420 Lexington Inc. Street & Smith .. Detective Story Ruthrauff & Ryan, New York Magazine (CBS) 128 W. 31st St_, New York Inc. Stromberg-Carlson Mfg. Co.... Radios & Speakers... H. C. Goodwin, 1060 University Ave., (NBC) 70 Exchange St., Rochester Rochester, N. Y. Co. Swift & Co. Vigoro .J. Walter Thompson Union Stock Yards, Chicago (NBC) 410 N. Michigan Ave., Chicago Joseph Tetley Tea Tetley Tea .N. W. Ayer & Son, Inc. Co. Phila. 483 Greenwich, New York (NBC) W. Washington Sq., Toddy, Inc. Toddy Food Drink McMullen, Sterling & Chalfant, 522 Fifth Ave., New York (NBC) Inc., 522 Fifth Ave., New York The Twitchell-Champlin Co.... Canned Goods A W. Ellis Co. crystal con- 29 Sleeper St., South Boston (Yankee Network) 24 Central St., Boston. Co., Inc. Vacuum Oil Co. ' Mobiloil Motor Oil Blackman tro1,100 per 42nd Npw York 61 Broadway, New York (NBC) 122 E. St., cent modula- & Fer- Batten, Barton, Durstine & Os - Virginia -Carolina Chem. Corp.. Plant Foods tion. ® 11 -13 S. 12th St., Richmond, tilizers (NBC) horn, Inc. Va. 383 Madison Ave., New York Northam Warren Co. Cutex Manicure Prep- J. Walter Thompson Co. New York 191 Hudson St., New York arations (NBC) 420 Lexington Ave., G. Washington Coffee Ref. Co.. G. Washington Coffee. Cecil, Warwick & Cecil Hanover Ave., Morris Plains, (NBC) 247 Park Ave., New York For these five major reasons 33 national N. J. advertisers are now using this outstand- Agency Webster-Eisenlohr, Inc Webster Cigars Lawrence C. Gumbinner ing medium. We will gladly provide you 9 E. 41st St., New York 511 Fifth Ave., New York (NBC) with more detailed information on request. Wildroot Co. .Hair Tonic Batten, Barton, Durstine & Os - 1490 Jefferson Ave., Buffalo (NBC) born, Inc. 383 Madison Ave., New York KFH Williams Oil-O-Matic Htg. Oil Burners Roche Advertising Co. WICHITA, KANSAS Corp., Bloomington, Ill. (NBC) 310 S. Michigan Blvd., Chicago A. Wittnauer & Co. "Longines" Watches National Publicity Service 402 Fifth Ave., New York (NBC) 285 Madison Ave., New Yom April, 1931 47 General Mills Add New Program Classified One Contract { ENERAL MILLS, INC., Minne- Advertisements `tE apolis, producers of Gold Medal Rates: Sc a word per insertion. No order accepted for less than $2.00. Cash muE- for Complete flour, have added the Gold Medal Ex- accompany order. press, an evening musical program Broadcast Advertising, 440 South Dearborn St., Chicago. Coverage broadcast weekly over an NBC net- work, to their radio which in - schedule, STATION EXECUTIVE chides a similar program, the Gold MONTANA Medal Fast Freight, over a CBS chain Station Advertising Manager at liberty. KGIR, Butte and daytime programs over both net- All around station man. Thoroughly corn- KGEZ, Kalispell Petent. Can create programs, write con- works. The agency on this account is KGCX, Woli Point tinuity. announce or lecture. Hard worker Blackett, Sample & Hummed, Chicago. and hustler. Can produce good business WASHINGTON and hold It. Desire commission -contract only. State best proposition in answer. KFPY, Spokane Phoenix Sponsors Children's I have business waiting to be placed wherever I go. Address Box 403, , IDAHO Broadcast Advertising Magazine. KGKX, Sandpoint Contest KGIQ, Twin Fails rr 1I E novel promotion stunt of a NORTH DAKOTA hosiery designing contest for chil- KLPM, Minot dren under 12 years of age is to be KFJM, Grand Forks used by the Phoenix Hosiery Company of SOUTH DAKOTA Milwaukee. Radio programs over Experienced 40 stations, backed up by dealer copy KSOO, Sioux Falls in and Commercial Manager KGCR, Watertown newspapers window display material, will be used to advertise the WYOMING contest, which will run from April 23 Available KDFN, Casper to May 23. MINNESOTA The radio programs are electrical In radio since 1924 with KGFK, Moorehead transcriptions, produced by National successful record of sales for NEBRASKA Radio Advertising, Inc. Critchfield & two "clear channel" stations KGKY, Scottsbluff Company, Chicago, is the agency. and network. Beverages to Broadcast Previous experience in MONTANA RADIO ADiO and newspapers will be used selling publication space and COVERAGE CO. 1 In the 1931 advertising campaign with advertising agency. for O'Keefe's Beverages, Ltd., Toronto, Can prove ability to do Butte, Montana Canada. The account is directed by good job for a major station J. J. Gibbons, Ltd., of that city. or advertising agency-also interested in lease of small- AXEL er stations. IN BASEBALL TERMS Best of references will be furnished to anyone inter- CHRISTENSEN It fakes a "No Hit-No ested in making profits from MASTER MIRTH MAKER Run" Game to Beat broadcast advertising. PIANIST-ENTERTAINER Quick action desired so Has over 100 15 -minute wire or write to programs ready to broadcast, HAYNES' RADIO record or syndicate. Also the following daily or weekly comedy features: LOG Box 404 "Axel Grease for Your Funny Bone"-sure-ere one- c/o Broadcast Advertising man show.-"Axel and Christina"- Scandinavian dialect comedy.-"Axel Users hold such high esteem and Pat," etc. 440 So. Dearborn St., for its perfection and sim- Address AXEL CHRISTENSEN, Chicago, III. 717 Kimball Bldg., Chicago plicity. Advertisers and sta- Phone Harrison 5670 tion managers appreciate its power in pulling responses.

Bearing your printed mes- Get the sage, this log will produce results that will fulfill your ATTENTION National Slant highest expectation! Radio Stations Write for a sample. It will from Heinl's be our pleasure to send Over 500 Watts you one. Five years' experience. A RADIO BUSINESS LETTER real producer. References HAYNES' will prove ability. Will be Insurance Building available May 1st. Com- mission arrangement only. Washington, D. C. RAD00 LOG Give full particulars in reply.

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48 Broadcast Advertising