AUGUST 1947 50c $5.00 per year
Al Jolson do on Kia It MUSK Halt whet he did for Crosby 4)
Radio: Employee relations aid F kf a st Club millions Share the audience? Listener, 'tell all" in diaries Bail ill England. \N lieu trade and commerce fir-t began to lead people out of the Dark
kge-. a rougl, unit of utea-ureutent \r,t- e-tahli-hed b\ placing three barlt\ corn, in a ro\v.
Thi- became the inch awl the method -er\ed \yell in a time \Vhen land and _o()11- \vere the oul\ thing, in life that demanded -otne degree of accurate wed-in-villein.
Iiut \\itlt the adent of -eienre and indu- triali -tit. need aru -e for a mure e\a(t. ,Hure
(lep(n(I(1ltle wean, of inca -u ring. 'Poila \. at the t . S. fiurean of Standard- in \\a -Itin; tun there i- d rod of I(Iatinnin-iridiutn all(\ erica -ed in a gla -- temperature-controlled cabinet. It length i' exact! une teeter. nn\ arving. al\Va\ ` dependable,
I)ependabilit\ i- an eternal goal of 'worse--. It i- the goal of the -even Fort Indu -tr\ tatiun located in -r\rtt itupurtaiit tuarket- and -er\ in_ 20.00N0.000 people.
Dependablit of ,en ice and re-ult- ha \ e \\oit for them the \\-hole- hearted favor of
Ii- icier- and ad\erti,er, alike. If it", a Fort In(1u -try -tation. \ou edit bank un it.
I I I E FORT INDUSTRY COMPANY Tlae(1, (1, \\ \\\ \, Va. \ \lw\. Fairtumu. \\ I.Oh. Lima. O. \\ JIth, 11,tntit, \liult. \\ %f. 1..1tl:Hita. Ca. \\'laiS. \liatni. Fla.
")ut ran brink on n I ori Imhoff-) luhnrt ..SPONSOR REPO eaS...SPONSOR REPORTS..
AUGUST 1947
4TH OF JULY Vulnerability of high Hooperatings to summer vacations and ideal AND summer weather seen in July 15 Hooper report covering period of long HOOPERATINGS July 4th week end. Average nighttime rating, 4.9, was 1.8 below preceding two -week period, 6.7. Evening sets -in -use dropped from 22.1 to 17.3, downward move of 4.8 against last year's drop of 3.5. Agency and station men see this as proof positive that something must be done to check resort and auto tuners -in for accurate picture of summer listening. -SR- REPS TURN Trend of station representatives toward functioning as operations MANAGEMENT consultants as well as national selling agents seen in WRVA's ap- AIDES pointment of CBS Radio Sales. NBC Spot Sales in process of negotia- ting with several stations also. For some time station representa- tives like Katz, Blair, Petry have functioned at far higher level than sales agents and many newer reps have been sitting in on management meetings. -SR- CBS CBS program management shifts, which takes Ed Murrow, who worked COMMERCIAL during war years with Chairman of Board Bill Paley in London, from EMPHASIS key operational post, seen as reemphasis on commercial programing. New program vp Hubbell Robinson is agency- trained programer. Ap- pointment made possible by reassignment of vp Davidson Taylor as Director of Public Affairs following decision of Edward Murrow to vacate that post. Murrow's move was made for two reasons: more money (as a newscaster he'll make at least three times what he received as CBS vp); as an air personality he'll help CBS remove stigma resulting from dropping of liberal commentators. Murrow is admittedly a liberal. -SR- HEADACHES: Of 1300 AM stations in current operation in U. S. over 1100 are AFFILIATES network affiliates. More than ?;j of latter find network links cost AND NETS them money instead of making it. Some small stations pay 2 to 3 HAVE 'EM times as much in line- charges as they receive from web. Need of programing at national level in most cases justifies affiliation despite monthly red figures. At same time webs have their worries. Operations continue to be less profitable yearly, with networks largely supported by stations they own. That's what makes Mutual's job rougher than others. Mutual owns no stations. -SR- TV FIGURES IN More radio talent contracts are showing up with a TV clause. Gen - TALENT CONTRACTS erally reads, "If and when the advertiser decides to use visual broadcasting it reserves the right to the services of the con-
AUGUST 1947 1 ...SPONSOR REPORTS..,SPONSOR f
tracted performer on a basis comparable with agreement covering his appearances on its radio programs." Fairly elastic, but sponsors feel they can't be more definite since they don't know at what stage in TV's development they'll want to enter medium. -SR-
SPOT BIZ, Spot business in U. S. is up 12.7Ç¿, for first 6 months of 1947 over UP IN FIRST same period in 1946. June business was good with automotive, ice HALF 1947 cream, food products, cigarettes, household furnishings, soaps, cleansers, and airlines adding to their spot schedules. Analysis of spot on network- owned- and -operated stations revealed less in- crease than national average due to fewer spot time availabilities. Average 6 -month increase for net stations was 6.5%. -SR-
SARNOFF TO David Sarnoff, Chairman of Board and President of RCA, is expected DROP RCA to retire from latter position between now and first 1948 stock- PRESIDENCY holders' meeting. Holding move back is final selection of new president. Known to have discussed job are Niles Trammell, NBC President, and Frank Mullen and Ken Dyke, both vps of network. None of three are technical men, as is Sarnoff, but.feeling within RCA is that engineering knowledge is not requisite.
-SR-
THAT SUNDAY Coming season will see battle for 5 -6 p. m. Sunday audience. It 5-6 P. M. will find NBC with "Borden Hour" of drama battling "The Shadow" and BATTLE either "Quick as a Flash" or "The Abbotts" on Mutual, No. 1 network at that hour for some time. To degree drama and mystery auaiences are alike. In past each network has had own audience at that hour.
-SR-
"FAVORITE Ziv's most expensive transcribed program, Ronald Coleman's "Favorite STORY" HAS Story " passed 100 mark in sponsors during July. Boston department 100 SPONSORS store Jordan Marsh bought it for all of New England. Cowan's high - priced package, "The Smiths of Hollywood," will start on at least 75 stations when ready to go in September. Interest in Kermit -Ray- mond's transcribed Eddie Bracken show also feverish with sales effort newly started. -SR-
NEW NIELSEN With A. C. Nielsen back from Europe there will be renewed efforts RATING PITCH by Nielsen organization to bring radio industry into line as under- THIS FALL writers of open -door NRI (Nielsen Radio Index). As yet Nielsen hasn't come up with formula that will win support that minute -by- minute listening rating deserves. Adequate sample for NRI must wait on more sponsor- station -network backing.
i SPONSOR Lawrence and Wayne make the fourth generation of Bradleys to farm these \X'innebago County, Wisconsin, acres. Each son now operates 200 acres; Harold, the father, helping both. Forty milk cows are in production and 150 laying hens. There are 300 White Rock chickens, 100 Shropshire ewes and two thor- oughbred bulls. The Bradleys have 200 acres of marsh hay (ahout
400 bales) ; 30 acres in corn, 35 in oats and 45 in alfalfa. There are three children; Lawrence, 20, Wayne, 23, and Lorraine, 13. These are folks worth knowing - the Bradleys and all the other thousands of good neighbors of ours in four ,Midwestern states. For 23 years, our microphones have focused on these families. We have provided the service they need, the entertain- ment they want. Their response is a loyalty partly measured by the million letters they write us every year -a loyalty measured, too, in the quality and intensity of results our advertisers get.
rs11i ìrß- i '- Lawrence Bradley, one of 40 Future Formers to Cooking comes first with Mrs Bradley She is a ca Harold Bradley supplements two tractors with win our annual 3 -day award trip to Chicago He Board of Education member and mother of three '` this Percheron -Belgian team He helps Lawrence Azle children Her food cellar is always well - keeps careful records of flock, crops and stock with one 200 -acres. Wayne with the other. stocked
s.
The Bradley borne place, well -kept, clean Elec- Lawrence and Lorraine feed Doll, 400-pound- 890 kilocycles, 50,000 watts, American herd is half tricity came a year ago, other modernization is producing Holstein. The Bradley Represented by John Holstein, half Milking Shorthorns The barn -radio affiliate. Blair following. An apple orchard is behind the house provides music, markets and news and Company.
AFFILIATED IN MANAGEMENT WITH THE ARIZONA NETWORK: KOY, PHOENIX...KTUC, TUCSON...KSUN, BISBEE- LOWELL- DOUGLAS 1941 401est 52nd ¡North Carolina's N0010 .10 V01.1 NO EMPHASIS ON PROGRAMING Favorite farrier! I sincerely believe that your publica- tion is definitely on( of the best in the entire field. I say this particularly SPONSOR REPORTS with the thought in mind that SPONSOR devotes a considerable amount of thought 40 WEST 52nd 4 and attention to the all important item
MR. SPONSOR: BILL RAMSEY 7 of programing. Your criticisms, your suggestions and NEW AND RENEW 9 your stories are all tops in my estimation, BEER 13 and I should like to take this opportunity of congratulating you and your staff on BREWERS ON AIR (INDEX) 16 the very fine job accomplished. BREAKFAST MILLIONS 18 DONALD COOKE Donald Cooke, Inc. LISTENERS TELL ALL 20
J -M'S IMPORTANT 500,000 24
INDIE PRODUCERS HAVE IDEAS 28 A RESEARCH AMEN INDIE PROGRAM INDEX 29 Amen to the items "plenty of figures few use available research" and "wanted SELL EMPLOYEES TOO 31 research" in July SPONSOR. HARVEY DINKINS THE SINGING COMMERCIAL 34 The value of tools is in their use. That MR. SPONSOR ASKS: 34 research is not being used to its full Who was recently awarded the advantage deserves editorial recognition. COMMERCIAL REVIEWS 38 Distinguished Service Citation for PHILIP FRANK TO SHARE OR NOT TO SHARE 40 Executive Secretary 1946 by the North Carolina Farm Broadcast Measurement Bureau Bureau Federation for his outstand- BROADCAST MERCHANDISING 42 ing contribution to farmers in SIGNED AND UNSIGNED 43 North Carolina. CONTESTS AND GIVE -AWAYS 49 IT'S A REGULAR FEATURE Harvey Dinkins' hayfield flavored TV -FM -FAX 51 I wonder if you can supply me with a list of radio programs which are cur- comments in his "News and Views" SPONSOR SPEAKS 52 rendy using "give- aways "? on the Piedmont Farm Program, APPLAUSE 52 BERNARD M. KLIMAN broadcast daily over WSJS, exert Director of Advertising Gruen Watch Company a powerful influence on thousands of farm families throughout the Contests and Give -aways :are listed in chart form in every issue of SPONSOR. rich Piedmont area of North Caro- lina and Southwest Virginia - another reason why WSJS sells ESPECIALLY FOR HOOPER? the Piedmont/ What you did in your July issue of SPONSOR may or may not be good pub- lishing because there are probably not enough other people like me. But for the
Published monthly by SPONSOR PUBLICATIONS INC. Executive, first time I have had the experience of Editorial, and Advertising Offices: 40 West 52 Street, New up a York 19, N. Y. Telephone: Plaza 3 -8216. Chicago Office: 410 picking publication the contents of NIichigxn. Telephone: Whitehall 3540. Publication Offices: which, from cover to cover, impressed 5.s00 North Mervine Street, Philadelphia 41, Pa. Subscrip- tions: Ignited States $3 a year; Canada $5.50. Single eopies 50e. me as been prepared WSJS having for me and Printed in L A Copyright 1947 SPONSOR PUBLICATIONS INC. WINSTON -SALEM me alone. THE JOURNAL -SENTINEL STATION
President and Publisher: Norman R. Glenn. Secretary- Congratulations on what I think many Treasurer: Elaine C. Glenn. Editor: Joseph M. Koehler. Ateor,ate Cdttorx: Frank Bannister, Charles Sinclair. Art others will agree is the finest issue of Director: Howard Wechsler. Advertising: Edwin D. Cooper, SPONSOR to date. Jack E. Dube. Chicago Manager: Kay Brown. (Los Angeles) A 011in to Duncan A. Scott & Co.. 41S S. Hill St.; (San Francisco) Duncan C. E. HOOPER A. Scott & Co., Mills Bldg. (5reulation `I r \I lince, President Represented by:
(v ilL.Rl'I('TI'ItE.. Al Jolson a as rest ., C. E. Hooper, lrtc. HEADLEY-REED COMPANY Leak rat ne ta't season. WIII he top it for Kraft Music (Please turn to page 6)
SPONSOR WPIEW and MARTIN BLOCK AN UNBEATABLE TEAM!
oi The MAKE BELIEVE BALLROOM
Makes music for listeners, money for advertisers... 10 -11:30 a. m. 5:35 -7:30 p. m. Monday thru Saturday
Ever since 1935 MARTIN BLOCK and the MAKE BELIEVE BALLROOM have been part of the pulsating life of this me- tropolis. They make hearts-and merchandise - move faster! For more than 12 years the MAKE BELIEVE BALLROOM has been a New York show - tailored for New York listeners and custom -made for advertisers who want to sell them! It's a BIG show - and like all big shows it appeals to all ages! Hit tunes, top bands, new stars - you hear them all and you hear them first when MARTIN BLOCK entertains at the MAKE BELIEVE BALLROOM with two big performances daily, six days a week. Yes, he's No. 1 in the No. 1 Market! So listen to MARTIN BLOCK at his best - on the MAKE BELIEVE BALLROOM! Buy MARTIN BLOCK where he's biggest - on WNEW in Greater New York!
ON YOUR )tl:nted by DIAL Bit and Co. SERVING NEW YORK AND NEW JERSEY 24 HOURS A DAY Cfr AIVAIF L 40 West 52nd 1 t "IF I WERE A SPONSOR . . ." . I've been watching SPONSOR closely / from the beginning and I thought I'd BMI$$' tell you that your current (July) issue is the best one yet. It has a tremendous amount of information in it and typo- Tunes for August graphically it's the best issue. If I were 1 Hit a sponsor- heaven forbid -I'm sure that (On Records) I wouldn't be without it. PAUL DENS Radio Editor (P ubllc) CASTANETS AND LACE New York Post Sammy Kaye -VIc. 40.4345 CANADIAN COMMENT 'Peer) July issue of SPONSOR is a knock - COME TO THE MARDI GRAS Martin 404488 OlThelt. Xavier Cugat -Col. 37556 Freddy -Vic 7443 . Fernando HOWARD YEICH Victor Lombardo -Mai. Dinning Sisters 5145 Andrews Sisters -Dec." J. Walter Thompson Co., Ltd. Toronto IT TAKES TIME (London) Louis Armstrong -Vic. 40.4449 Benny Goodman -Cap. 376 . 23865 SPOT FACTS Doris Day-Col. 37324 . Guy Lombardo -Dec. I was very much gratified to notice the terrific amount of space that you devoted HER NOW (Marks) I WONDER WHO'S KISSING to spot broadcasting in this issue (July). 25078 40 -4315 Ted ¡Weems -Perry Como -Dec. seem Perry Como -Vic. 433 Too many trade papers these days Rey Noble -Col. 37544 . Dinning Sisters -Cep. 1055 Jack McLean -Coast 83)3 to have forgotten that spot as an adver- Four Vagabonds-Apollo 15057 Sonora 2012 Frank 236024 Bobby D'Artega- d 7 Si g. 10 and still exists For Wi oebe Dtc Joe D I tising medium in of itself Jerry 5134 4'084 and is growing and working effectively DaannyaKayoe -Dec.. 2411010 Cooper-Diamond . Wayne King -Vic.' Jean Sablon -Vic. 45 -0101 for advertisers. Our advertising has been pointing out these facts for many (Campbell -Porgie) years, but it is pleasing also to see an JUST AN OLD LOVE OF MINE Dick "rne Dorsey -Vic.* industry paper of standing back up our Billy Eckstine -MG -Maj. 724 Tommy 1004 . kp . story with facts. WELLS H. BARNEVF, JR. Sales Development ,Manager 1 LOLITA LOPEZ Encore) -Cap. 433 John Blair Company Freddy Msrtin -Vic. 40.4488 . Dinning Sisters
TOOL FOR THE JOB ',Peer) MY ADOBE HACIENDA I am joining Henri, Hurst & McDonald Jack McLean -Coast 8001 Billy Williams- dic.40.4150 1037 as of next Monday (July 21). I know that Sisters- Ent.I47 Esquire Trio-Rhapsody 104. Hammondeirs -Mers CoFfman -Kenny Baker-Dee. 23846 Howard -Mai. 1117 Russ Morgan I get a great kick out of the Eddy -CArt ,s- Cep. 389 am going to Bobby True TriLuierMassey Billy Hughes-King 609 37332 new job and I am sure 1 am going to need the information contained in SPONSOR, more so than ever before. You'd better SMOKE! (That Cigarette) Americen SMOKE! SMOKE! tell your circulation department to put 40001 . Phil Harris -Vic. 20-2370 Tex Williams -Cep. 263 Lawrence Welk -Dec. 44113 . Deuce Spriggins -Coast me down for a two -year subscription and kt ' at have same sent to my attention at the agency. George Roesler OF SORRENTO ,Perora) STORY for Doyle -Sig. 15079 Mr. Roesler is now chief timebuyer Buddy Clark- Xavier Cugat -Col. 3750711.3Bobby Henri, Hurst & McDonald, Chicago.
THERE'S THAT, LONELY FEELING'AGAIN (Mellen, A CHALLENGE 1064 Hal McIntyre -MGM 10032 Connie Boswell-Apollo I challenge you to keep it up! Every Louis Prime -F ai. k kie Carle -Col. 374844 F ed Jy Stewart -Cap. 426 month's edition seems to out -distance the previous one; and for our money, the Soonh be released July issue is a real humdinger. Those maps about 13\1B coverage by the Networks were of real interest -and such an edition will remain close at hand BROADCAST MUSIC INC. for a long time to come. 380 FIFTH AVENUE NEW YORK 19, N. Y. E. P. J. SHIJRICK NEW YORK CHICAGO HOLLYWOOD Free and Peters (Please turn to page 8)
6 SPONSOR bfr. Sponsor:____ Remember the story about...
William 1. Ramsey* Director of Radio, Procter & Gamble
Radio's number one sponsor is P &G, and Bill Ramsey's job is that of supervising the soap firm's multimillion- dollar broadcasting activities. Few men in radio have more responsible jobs. Last year, P &G plunked $17,319,744 on radio's barrelhead (as compared to $4,684,000 in magazines) to air -sell a dozen different P &G products via 20 shows on three networks, plus extensive spot campaigns. P &G is radio's most satisfied long -term advertiser. Radio has sold oceans of P &G soap, but when they first went on the air back in 1923 on WEAF (now WNBC) they sold not soap but Crisco, with the Crisco Cooking Talks. Seven years later, Bill Ramsey, fresh out of Compton's copy department, joined P &G's still fledgling radio department. There was a succession of household programs, but P &G garnered more experience than sales records. and what happened ?
It was the daytime serial that made P &G the country's leading They were tiny people. But they over- purveyor of soap. Bill Ramsey was a decisive factor in the birth powered what seemed to them to be a when fell asleep. of the first serial, a now -forgotten quickie named The Puddle giant, he There's a radio station moral in this Family. It did teach Ramsey that serials worked best when they classic story. W- W -D -C, by aggressive played up the emotional angle. The result: Ma Perkins, oldest programming and promotion, has dane a job worthy of a giant in this huge Wash- continuously -sponsored P &G program (1933). With soap operas ington market. as a backbone, P &G has branched into comedy (Life o f Riley), If you want sales results down here ... music (Kenny Baker, Jack Smith, Drene Show), audience partici- let this little fellow, W- W -D -C, do it for works! pation (Tom Brenneman, Truth or Consequences) and action- you. It adventure (FBI in Peace and War). Only one other station in Ramsey is proud of his company and its many products, but Washington has more he's modest about his own contributions. " We look upon radio," loyal listeners says Ramsey, "as the job of many men and women in our organi- zation and in our advertising agencies, so that if bouquets are to be handed around, they should go to many people and not to WWDC one man." AM -FM -The D. C. Independent * Seen of left mugging with Torn Breneman and Gail Sntìlh. Pd C director of daytime radio. AUGUST 1947 ° _ 'S A FACT, folks BLOC BLOCK PROGRAMING Our Farm Folks ENTERTAINMENT I have just finished reading the article in the July issue of SPONSOR on block programing. Garner Onto PRODUCES Naturally, I was pleased at the mention given WNEB and was also quite inter- ested to see that the format we are using 13.3 Per Cent of A UDI ENCE- is being used successfully by so mane other stations around the country. the Entire U. S. Gross In closing, might I say that all of us here at WNEB thoroughly enjoy reading Cash Farm Income DEL I VERS your informative articles from month to month. JOHN J. HURLEY IT'S A FACT . . the 1946 gross SALES! cash farm income for the \\ NAN General Manager (líN1 fi) ARE.\ was S3,130,381,000. ll',\'EB, Worcester, Mass. NOW -Iowans relax and enjoy IT'S A FACT ... the 1946 gross cash farm income for the united VOL. I, NO. 9 the programs of six KRNT and States was 523,525,041.000 . and ABC network radio personalities Please accept my heartiest congratu- for the Vest North Central State-, $6,122,493,000. all afternoon -one after the other. lations for the outstanding issue which officially you have labeled Volume I, It's a continuous afternoon of 11"S A FACT ... the \\ NAN figure No. 9. It has been interesting for me to represents 13.3 per cent of the music and fun. watch the steady progress that you have V. S. total .. and 51.13 per cent of the \\ est North Central States made in producing this outstanding "Bloc Entertainment" has already total. publication. won the morning hours in Des P. A. Suce COLD FACTS, YES ... but they Moines, when KRNT has more should build a fire under the ad- General Manager vertiser who wants low -cost selling listeners than all other stations WYK, Oklahoma City to families with substantial in- combined!* comes. (And tt-ho doesn't ?) ADD: THE TELEWAYS LIST Now- leader- *All Figures From 1947 Sacs Manage- KRNT's program I was keenly disappointed to see that ment "Effective Buying Income." and B No. I. ship extends throughout the day. Teleways' shows were omitted from your BM Report Fall Facts issue. This no doubt was an WNAX is available with Now can buy a ready - -you oversight on our part due to the rush of KRNT and WMT as the made audience. BUY KRNT. business we have experienced in the Mid -States Group. Ask the rates. past 60 days. Believe me, I will appreciate Katz Agency For
C. E. Hooper, Inc., Station Listening Index your seeing that we receive a listing April -May, 1947. on our transcribed programs in your excellent publication as I hold SPONSOR ,_ r_ Repre.«nfed by in high regard and feel that it fills an p7=r important mission in our industry. CHARLES A. KENNEDY THE KATZ AGENCY vp- director of sales Teleteays Radio Productions, Inc. Member Programs unlisted acre: MID -STATES GROUP SHOW' STAR "Strange wins" Warren Williams "Sons Of I'inncers" Bob Nolan "Moon Dreams" Marvin Miller "Barnyard Jamboree" "Round Boy" Jeffries "Andy Devine Show" Andy Decine
SPONSOR'S Chicago Office Expanding its service, SPONSOR KRNT opened a Chicago office on July 28 at 410 N. Michigan Avenue. The telephone is Whitehall 3540. Kay Brown has been appointed WNAX Chicago manager. For many DES MOINES, IOWA /Q years Miss Brcwn was a time - etudes Stalle« buyer with Young & Rubicam, SIOUX CITY YANKTON New York.
8 SPONSOR new and renew
Newt National spat Beaine44 SPONSOR PRODUCT AGENCY STATIONS PROGRAM, start, duration
Blatz Brewing Co. Beer Kastor, Farrell, 10 Transcribed announcements; Jul 15; 13 wks Chesley & Clifford Carter Products, Inc. Carter's Little Liver Ted Bates 90 -100 Transcribed announcements; Aug 4; 52 wks Pills Colgate -Palmolive -Peet Co. Italo Shampoo Sherman & Marquette 75 -90 Transcribed announcements; Jul 14; 26 wks Florida Citrus Commission Fruits Benton & Bowles 16 Transcribed breaks; Aug l; indefinite Grove Laboratories, Inc. Grove's Cold Tablets Duane Jones 400 -500 Transcribed announcements; Sep 30; seasonal 4 -Way Cold Tablets J. D. 'l'archer 100 Transcribed announcements; Sep 30; seasonal Mason Au Magenhelmer Co. Candies Moore & Hamm 20 -30 Transcribed announcements; Aug 11; 13 wks National Biscuit Co. Shredded Wheat McCann- Erickson 150 Local 15 -min musical clocks; Sep 8; 13 wks Standard Oil of Indiana Esso products McCann- Erickson 10 Live college and pro football games; Sep 15; season
Neu Ga Re/44 America's Future, Inc. Gahagan & Turnbull MBS 300 (approz) Sam Pettengill; Sun 1-1:15 pm; Sep 7; 52 wks H. C. Cole Milling Co. Gardner MBS 70 (approz) *Sun 3 -3:30 pm; Oct 5; 52 wks Curtis Circulation Co. BBD &O ABC 229 Listening Post; 10:45 -11 am; Aug 4; 52 wks Drackett Co. Y &R ABC 167 Dorothy Kilgallen;'I'h 10:45 -11 am; Sep 18; 52 wks Ford Motor Co. Kenyon & Eckhardt NBC 161 Ford Theater; Sun 5 -6 pm; Oct 5; 62 wks Pharmaco, Inc. Ruthrauff & Ryan MBS 250 (approx) Jim Backus Show; Sun 9:30 -10 pm; Sep 7; 52 wks MBS 250 (approx) Song of the Stranger; MWF 3:30 -3:45 pm; Sep 29; 52 wks MBS 250 (approx) Mystery Show; Sun 8:30 -9 pm; Sep 29; 52 wks Standard Oil of Calif. BBD &O NBC 23 Pacific Standard School Broadcast; Th 10 -10:30 am pst Oct 9 stations Swift & Co. J. Walter Thompson NBC 160 Archie Andrews; Sat 10:30 -11 am; Aug 9; 52 wks Toni, Inc. Foote, Cone & Belding ABC 204 tLadies Be Seated; Ni'I%VTF 3:15 -3:30 pm; to Mar 26, 1948 (end of current contract) ?,. JJ NBC 167 Torme Time; Sat 5:30 -5:45 pm; Aug 2; 52 wks ' 'i 1.4 Wilson Sporting Goods Co. United States Advertising NIBS 400 (approx) All -star football game; Fri 9:30 to conclusion; Aug: 22 name not known as SPONSOR goes to press. tEzpanded time only. (Fifty -too weeks generally means a 13 -week contract with options for 3 successive 13 -week renewals. ft's subject to cancellation al the end of any 13u'eek period) ReKewais Got Ne/4414341.s SPONSOR AGENCY NET STATIONS PROGRAM, time, start, duration American Home Products Corp. Dancer-Fitzgerald-Sample NBC 7 Pacific Fleetwood Lawton, News; NITWTF 7:15 -7:30 pm pst; (Whitehall Pharmacal Co. div. Jul 29 Delaware, Lackawanna & )Ruthrauff & Ryan NIBS 300 (approx) The Shadow; Sun 5 -5:30 pm; Sep; 39 wks Li 1 Western Coal Co. Kraft Foods Co. J. Walter Thompson NBC 141 Kraft Music Hall;' 1'h 9 -9:30 pm; Jul 24; 52 wks Lewis -Howe Roche, Williams & Cleary NBC 144 Date with Judy; Tu 8:30 -9 pm; Oct 14; 52 wks ' ' 3 Musical Digest Magazine Kenyon & Eckhardt ABC 89 Sunday Evening',Iiour; Sun 8 -9 pm; Oct 5; 39 wks : =j Procter & Gamble Compton ABC 244 Breakfast in Hollywood; MTWTF 11 -11:15 am; Jul ¡l Benton & Bowles ABC 195 Welcome Stranger; MTWTF 12 -12:30 pm; Jul 1 Compton Dancer -Fitzgerald- Sample CBS 48 *MTWTF 7 -7:15 pm; Aug 25; 52 wks Newt f:NZCL Resrecued oS% `1eli.ui4iai SPONSOR AGENCY STA T lON PROGRAM (time, start, if set) 4 Borden Co. Kenyon & Eckhardt WNBT, New York, and Borden Club; Sun 9 -9:15 pm; Jul 6; 13 wks (n) NBC relay network Borg -Warner Corp. Campbell -Ewald WWJ- fV, Detroit Newscasts; Th 8:45 -9 pm; Jul 10; 52 wks (n) (Norge Div.) Botany Worsted Mills Silberstein -Goldsmith WNBT, New York Weather signals; Jul 18; 13 wks (r) WPTZ, Philadelphia Weather signals; Th nights; Jul 24; 13 wks (n) Bulova Watch Co. Blow WCBS -TV, New York Time signals, 4 weekly; Aug 18; 13 wks (r) Canine Food & Products Co. Packard WPTZ, Philadelphia Weather signals; Fri nights; Jul 14; 13 wks (n) Chez Co. Solis S. Cantor WPTZ, Philadelphia Weather signals; Tu preceding baseball games; Jul 15; 13 wks (n) Detroit Edison Co. Campbell -Ewald WWJ -TV. Detroit Newscasts; F 8:45 -9 pm; Jul 16; 13 wks (n) Elgin National Watch Co. J. Walter Thompson WPTZ, Philadelphia Time signals, before and after televised baseball games; Jul 5; 13 wks (r) KTLA, Hollywood Time signals, twice weekly; Jun 7; 13 wks (n) AUGUST 1947 Ford ]tutor (.r. J. \\'altcr Thompson \V( :PIS -T\, New York Ford Parade of Sports; Madison Square Garden events; Jul 14; 52 wks (r) K'l'IA, Hollywood Olympic Stadium wrestling; \\'ed 8:30 pm- close: Jul 2: 44 wks (n) G I nt he 1 1 1 Iron. Direct \\'Irl'7., Philadelphia Handy Man; Fri 8:30 -8:45 pm; Jul 18; 13 wks (r) C d (louse Stores. Inc. Julian G. Pollock %'P-P7., Philadelphia INS Television News; 15 -min preceding baseball; Jun 15; 13 wks (n) Grienedieck Bros. Co. Ruthrttuff & Ryan KSD -TV, St. Louis "Sports Closeups," precedes baseball games; as per event; season (n) Hyde Park Brewing Co, Gardner KSb -TV. St. Louis Man on the Street; MThF 4 -4:30 pm; to Feb Y8 (n) Sports events, wrestling rboxing, hockey, etc.; as per event; to Dec '47 (n) Jiffy Products Co. Martin & Andrews \\'P'I"/., Philadelphia \Vcatiter signals; Sun nights; Jul 13; 13 wks (n) Leo J. Me)) berg Co. I>Ireel KTLA. Hollywood Films. test patterns; AVM-ITS 2 -4 pm; Jul 1; 13 wks (r) Purity Baket fen Young & Rub'cam KSI) -TV, St. t.ouln Brownr, Cardinals home games; 3 weekly; season (n) Sears, Roebuck & Co. Mayers KTLA. Hollywood Time signals. 1 a week; Jul 1; 13 wks (n) ToIdIsco Co. Direct \VAIR, New York Jerome Stadium boxing; Tu 9:30 pm- close; Jul 13; 13 wks (n) Union Patine. and Chicago- Copies \\'ßK11, Chicago Streamliner Time; 15 -min Tu nights; Jul 14; 13 wks (n) Sort hwestern Railroads (jointly) %VI if Bros. Appliances Philip Klein \VP'''7 Philadelphia INS Television News; 15 -min preceding evening program sched- ules; Jun 1G; 13 wks (n) /Veta >'4yeis,c,y 4pra4rntihessís SPONSOR PRODUCT (o, servita) AGENCY Arliona Machinery Co., Phoenix heavy equipment distributor Advertising Counselors. Phoenix. for Cater- pillar, John Deere. etc-regional advertising Chester A. Baker Co.. Boston Baker's All- Purpose Shampoo Chambers & '(swell, Boston Berry Brothers. Inc., Detroit Paints, varnishes. 7lmmer- Keller. Detroit Borden Co. (Special Products div.). New York Feed supplements Kenyon & Eckhardt. New York Capital Airlines, Washington. D. C Air travel French & Preston, New York Carter Products. Inc., New York Arrld Sullivan. Stauffer, Colwell & Bayles, New York, for Canadian advertising of Arrld Celotex Corp.. Chicago... Insulating, building materials Blaine- Thompson. New York Chicago Bears...... Professional football. Robert Kahn, Chicago Chicago Majestic. Inc.. Chicago... . . Records...... Chapman, Chicago. for radio advertising Clark -Babbitt Industries, Inc. (Dr. True Div.), Boston Dr. 't'rue's A. P. C. Tablets, Ellx1r ... (Hoag & Provandle. Boston Commonwealth Pleating Co., Pittsburgh Utility ...... R. Earl Bothwell, Pittsburgh Cooper Brewing Co., Inc., Philadelphia...... Cooper, Namar Beer...... J. M. Korn, Philadelphia Cumberland Brewing Co.. Cumberland, Md . Old Export Beer Leon S. Colnlck, Baltimore I)amerei- Allison Co., Covina, Calif...... D &A Orange Juice Western. Los Angeles, regional advertising Detroit Brewing Co., Detroit. Old bru Beer... Marvin Ilahn, Detroit I)ruhcr Jewelers. New York Jewelry...... Seidel. New York Durneck Co.. Los Angeles... . - Proprietary Robert B. Raisbeck, Hollywood Dynamic Electronics. New York Radios. television. major appliances... tlirshon- Garfield, New York Federation of Watch Manufacturers, Switzerland... Watches Foote, Cone & Belding. New York Flora Mir, New York... Candles Modern Merchandising. New York (vin R. Ford. Inc., :Iclonough, N. Y. Ford Factory-Built Homes. ... Barlow. Syracuse Gold Furniture Co.. Los Angeles Retail furniture.. Allied, Los Angeles, regional advertising Ilanueli Foods. Inc., New York...... Pepcorn Chips Raymond E. Nelson, New York (lull Brewing Co., New (Maven, Conn.... Beer, ale, porter. .. . Lindsay. New "aven Jana Ilatidbags, Inc.. New York...... handbags Donahue & Coe. New York Kajol, Inc., San Francisco .. Gold Leaf Shampoo John M. Gallagher. San Francisco Kellogg Co., Battle Creek...... Animal feeds.. Klau -Van Pieterson -Dunlap, Milwaukee Martell's Liquor & Wine Co.. New York Liquors, wines. Lew Kashuk, New York Don Martin School of Radio Arts, Hollywood Educational . Robert B. Raisbeck, Hollywood McCormick & Co., Baltimore Spices, extracts, teas, insecticides Sullivan, Stauffer, Colwell & Bayles, New York Metacom Products Co.. New York... To be announced In September Altomari, New York Monroe Chemical Co.. Quincy. 111. (Mary T. Goldman Co. div.) Hair dye II. M. Gross, Chicago Oakland Lodge No. 324. Loyal Order of Moose, Oak- land. ( :alli. Institutional Ad Fried. Oakland Pacific Export Co., Los Angeles . .. . Fxporters .... Michael Shore. Hollywood Parkview :Markets. Inc., Cincinnati ... .. Retail -owned wholesale grocer. Leonard M. Slve. Cincinnati Derma -Nall Co.. Burbank. Calif Nail polish hase. A. James Rouse. Los Angeles Plas -'ilex Corp.. West Los Angeles . Plastic products Smith. Bull & 81cCreery, Hollywood . Portland Symphonic Society. Portland, Ore.... . Concerts.. .. Short & Baum, Portland Procter & (:amble, Cincinnati ...... Drene Shampoo.. . Compton. New York. Cincinnati Quick -Way household Products, Los Angeles Cleansers, etc. Abbott Kimball. Los Angeles Red Rock Bottling Co., Boston ... .. Red Rock Cola Ford, Nichols & Todd, Boston Rose Jewelers. Baltimore. . Jewelry Leon S. Golnick San Jose Flight Agency, San Jose, Calif... Flight instruction...... John Whitehead. Los Angeles 11. Schechncr & Son, Inc Manufacturing furrier Seidel, New York Screen Play's, Inc., Hollywood .. ... Motion picture producers Buchanan, Beverly (tills Special Foods Co.. Chicago . Jay's Potato Chips. Popcorn Lieber. Chicago Standard Brands. Inc.. New York Food products . .. Dancer- Fitzgerald- Sample. New York. for V -8 vegetable juice, catsup; Saratoga pork and beans Superbe (:love Co.. Johnstown, N. Y . Gloves .. Doriand, New York Valley Flight System. San Bernardino, Calif. Packaged flight Instruction John Whitehead. Los Angeles Ventura Pilots flan. Ventura. Calif. Packaged flight instruction John \\'hitehead. Los Angeles Harr; Waxman Co.. New York Magic Form Slips.. . 'licks. New York \\'llson & Co., Los Angeles...... Smoked meats, dog food. margarine. Brisacher, Van Norden, Los Angeles, for West Coast spoovio4 Pe2s4sj:4lcei eita,19e4 NAME FORMER AFFILIATION NEW AFFILIATION Earl II. Barker Silts Co., Hartford. Pacific Coast sales manager Same. Los Angeles. Pacific Coast manager for I I states James M. Berenson Melene Curtis Industries, Inc.. Chicago, adver- International Laboratories. Chicago. general manager tising director Roy Bernier Miller Brewing Co.. Milwaukee, public relations Same. head consolidated advertising. public relations dept. director R. Stewart Boyd Lehnen & Mitchell. New York. account executive National Biscuit Co.. New York. assistant advertising manager Stanley Bracken Western Electric Co., New York, executive vp Same, president Robert II. Cabin 11111 -Behan Lumber Co., St. Louis Same, advertising, display manager Ilarry R. Chapman New England Confectionery Co., Cambridge, vp, Same. president director sales. advertising (Please turn to page 44) How to reach THE LISTENFJV! DOLLAR: 40k On CFRB, you reach more listeners .. . influence the spending of more dollars! Over the past twenty years of broadcasting in Ontario, this station has built up a large, loyal audience ... 495,300 radio homes in the daytime and 534,670 at night* ... more than any other Toronto station. And these radio homes are prospects for your goods. Proof? The satisfied advertisers who stay with CFRB year after year . . . On CFRB they -and many of them are retail TORONTO stores who are in the best position to judge - get results. You can, too! REPRESENTATIVES *The Bureau of Broadcast Measurement Station Audience Report, 1946. Reprints UNITED STATES containing complete BBM audience infor- Adam J. Young Jr. Incorporated mation by counties and measured cities CANADA free on request. All- Canada Radio Facilities Ltd: Looking forward to the next twenty years! LIQUID COAL Industrial scientists picture a new world in which you will find the average American firing his furnace and driving his automobile with LIQUID COAL. They say that coal is nothing more than Carbon and Hydrogen. You simply juggle carbon and hydrogen atoms around until you get them in the desirable form -in this case, the form of Liquid Coal. Here at WSPD we are not exactly chemically minded. And as for juggling atoms, well stick to making charts on Hooper ratings. We do, however, have one thing in common with the scientists. We, too, are striving to progress. We are constantly improving all phases of WSPD's service to the listener so that we continue to be the most desirable medium of advertising in N. W. Ohio. Katz 311sl ask 12 SPONSOR Vol. 1 No. 10 August 1947 IIEER Seven hundred stations and one network l:t11v its message across nation Brewers, having learned their lesson Eddie Cantor's following not being soft drinks which are distributed under during prohibition. use broadcasting in limited to beer drinkers-nor is the the Hoffman name. The firm was ex- as clean a manner as any advertiser on Pabst summer replacement, David Rose clusively a soft drink manufacturer before the air. Only one brewer, Pabst Cor- and Georgia Gibbs, horizontal in its it handled Pabst Blue Ribbon Beer. poration, is a national radio advertiser, audience, Rose and Gibbs doing a class Advertising is a major appropriation all the rest of the great brewing organiza- musical presentation of general interest. with practically all brewers, no brew tions functioning on a regional or local Pabst, however, also buys baseball games, having landed in the success column basis. Regional and local adver- spots, and news programs for direct without a substantial advertising budget. tising are admittedly prone to selling (not prestige) through its 400 The nationally- distributed (in quantity) claim the world and a fence around it local distributors. Its agency (Warwick brews are few in number- Anheuser- in advertising copy. Nevertheless, beer and Legler) must approve the time and Busch, Schlitz, Blatz, and Pabst being copy doesn't. program for the local shows and supplies the only truly national beers. But there Brewers spend more than 65 per cent commercial copy but the distributors pay are a great number of regional malt of their ad- dollars for broadcast time and the entire bill. (There is no advertising beverages that spend up in the hundred talent and although they're loath to allowance.) In Metropolitan New York thousands annually for broadcasting. state their reasons -why officially, off the the distributor is Hoffman Beverage These include Acme, Ballantine, Falstaff, record they state that through choice Company, a subsidiary of Pabst, and Griesedieck, Jax, R. & H., and Ruppert. of program material they can direct they sponsor the Giants baseball broad- Sports are aces with brewers, baseball their messages right at the man who casts (both home and out -of -town games) being number one for the organizations likes to lift one. The Pabst network pro- over WMCA. Hoffman also uses time on which can afford them. Brewers are not gram is, of course, of general appeal- the games to sell its gingerale and other only finding that baseball gets them AUGUST 1947 13 nearly five years with Bernie selling Blue Ribbon Malt. Bernie was radio's first feudist. Just as Allen ribs Jack Benny, Bob Hope razzes Crosby, and vice versa, just so did Walter Winchell and Ben Bernie conduct a campaign to "eliminate" each other -only more so. There was hardly a week that went by that Winchell didn't take Bernie apart in his column and Bernie didn't insult Winchell on his program. On the air from coast to coast, from New York Daily Mirror to Los Angeles Examiner, the Winchell- Bernie feud made listeners and readers, and sold "the mosta of the besta," good old Blue Ribbon Malt, for Pabst. During the daytime Pabst bought a variety program, Pabstette Varieties, to sell its cheese. The program ran from April 1931 through February 1932. With the return of legal beer, the first brewer to rush to the webs to sell beer, aside from Pabst, was Shaeffer, en NBC, Ben Bernie (tight) gagged Malt to popularity in the "good old days." Jack Benny helped according to John Johns of B. B. D. O. The program started on WOR early male ears, but they arc discovering that lead all other shows in the SPONSOR in 1933 and switched to NBC in May sponsorship of baseball games gives them industry report on beer in this issue. 1933. Abner Drury Brewing Company point -of-sale advertising impact as well. Fifteen- and 30- minute transcribed was also on NBC in May 1933 (three A check -up by a sponsor in 20 territories dramas, with an accent on mysteries, are stations). Kreuger Brewing was on both revealed that bars and grills displayed also important among programs spon- NBC and CBS from early 1935 to March signs announcing the broadcasts of the sored by brewers. The latter, however, 1938. Falstaff Beer was on what was games being sponsored by brewers. Even have paid for time for everything from then known as the Middle West NBC more potent point -of -sale material is the Easy Aces to Wayne King. King was Red Network from 1936-1941. telecasting of sporting events. This sponsored by Miller High Life Beer in From 1936 to 1941 there seems to have brings a visual as well as an audible Chicago for 26 weeks. Near the end of been an unwritten policy on the part of message right into the bar or grill and the 26 weeks the brew decided on a the networks to bypass beer accounts. it's difficult indeed for the owner of a budget cut. Before the final broadcast 1 tavern not to carry a brew whose name Peter Fox Brewing Company picked up Pabst sells its advertising in trade papers is flashed before his patrons at regular the program and moved it to another intervals on the video screen. Estimates station in Chicago. There was no time ;WIN' of the percentage of TV installations in lost between the end of one sponsorship Specio/ Dr/ive ^- r places of business where beer is sold and the starting of another -a very are as high as 30 per cent in New York, unusual thing. It's contrary to tradition 20 per cent in Chicago, and growing fast for a product to buy a program which in Detroit and St. Louis. In the Motor has just been sponsored by a competing City, Goebel sponsors the scanning of product. the Detroit Tigers, while Tivoli Brewing Typical of the brewery liking for has spots on WWJ -TV. Criesedieck has mysteries is the sponsorship over KWK a sports video shown on KSD -TV (St. in St. Louis of three e. t. mysteries by Louis) and sponsors Cardinal games, Hyde Park Beer (It's a Transcription while Peter Fox Brewing Co. pays the Year, June SPONSOR). In New York bills for a harness racing telecast on George Ehert Brewery, Inc., presents WBKB (Chicago). Afurder at Midnight, while Rubsam A kw of the more important baseball Horrman Brewing Company places its broadcast sponsors include Ballantine, commercials on Boston Blackie. Pabst (as tabbed before) and Acme. Pabst has the only long terni record Where baseball is not available or out of of network sponsorship in the beer field. the financial range of the brewer, regular IS YOUR REGISTER With the exception of a special four -day CASH IN THE 1947 PROFIT PICT sportscasts arc very often underwritten, . broadcast of Hunter Boys on CBS, July .. `.. ',Iola,.',Iola,',Iola,. or newscasts are purchased with the ...,, ...... a.. ,.o..oo..., .,.,. . 14, 1930, Premier Pabst, as it was known , understanding that sporting results as ...... back in those days, made its big -time P4...r. ,.. . part of the news are a must. Newscasts bow with the Old Maestro, Ben Bernie, r9..-... a...... on February 3, 1931. The program, with BEER INDUSTRY CHART PACES 16 -17 Pabst Invests Mae No lo At31e Gastomas Fr. Tr TW Ayr Q_IMer hiatus periods each summer, ran for 14 SPONSOR FOLLOW THE GIANTS if Zé 744__ MBS took a few but the others, unless WMCA HOME E AWAY committed by prior contract, just let GAMES 4 the beer business go by. However it wasn't until March 27, 1943, that Pabst came back to the networks with a big show, Blue Ribbon Town, with Groucho Marx. Marx, unfortunately, has never seemed able to translate either his live - show personality or his screen personality to the microphone, and Pabst had a rapid succession of stars. They included I 9 4 7 //.tyuf! Orson Welles (Mercury Sumpter Theater), 1947 , M.t '.pI t0 'Np rr1 SIt Danny Kaye, Harry James, and a host of guest artists from Sinatra to Jack 1 2 Benny. Big promotions with $1,000 - 3 -1 5 fi 7 8 9 plus prizes were used during this period but nothing happened that made War- 10 11 12 13 1-1 15 16 wick and Legler or Pabst very happy - 17 18 19 20 21 22 23 the show just didn't make the Hooper "First Fifteen." uat 25 26 27 28 29 30 in September 1946 Pabst bought the every day Eddie Cantor program on NBC, a long- time web show with an audience that RgiorBlue Ribbon wasn't at the Cantor top but nevertheless WMCAYOUR OAl NIT'S BLENDED...1T'S SPLENDID!" delivered a steady over-10 rating. At its height this past season (March 6) it Basebal and Pabst featured in local broadccsts Point -of -sale calendar sells "team" and beer hit 19.7 which is a good audience for the present Cantor program price, said build respect for Pabst Blue Ribbon Beer offered on eight games -one announce- to be $20,000 but actually several -and for all brewers. ment per game. The offer brought 20,000 thousand under that figure. Cantor's sponsorship of new talent and requests. They tied Eddie Cantor into Cantor's work for Pabst doesn't stop his many other healthy promotions have baseball by posters and through his with straight commercials. He does a all built further acceptance for Pabst. backing of Babe Ruth Day. public service job for his sponsor as well. The agency feels that during a season Warwick and Legler furnishes six Cantor has worked material into his they reach 77 per cent of all radio homes commercials for each game and 25 bits program on the Cancer Fund, Naval with Cantor and that justifies a time of ad -lib material. A home run is a Reserve, March of Dimes, and any (facilities) budget of over $700,000 and a Blue Ribbon drive. A double play may number of other "causes " -all of which talent budget of over $800,000 for the be a "blended splendid double play," 52 weeks. The facilities cost is subject to to stress the present "blended splendid" "Summer re- placement" introduced to dealers frequency and dollar volume discoun's line in all Pabst current advertising. No which materially reduce this gross titre attempt is made to load the game with charge figure. The talent price tag is not heavy- handed commercials but Frisch subject to discounts and is net. Thus gets in many casual references to the 26- network radio costs Pabst about $1,400,- product. They leave it to Frisch, as an And nn -.lune 000 a year. old ball player, not to over -do a good PaktBlue Ribbon Pabst's sponsorship in the New York thing. market during the 1947 season of the Currently there are 400 Pabst dis- Giants games through its subsidiary and tributors and over 300,000 dealers, the Radio Show distributor, Hoffman Beverages, will latter including thousands of grocers Big 1917 Summer lur cost over $100,000. There is the same who sell Pabst Blue Ribbon bottled beer. 1LS1C TIME 'BLUE RIBBON promotional handling of these games that Pabst doesn't forget that they have to is notable with the Cantor program. tell the trade what they're doing. All Frankie Frisch, who handles the play -by- the trade papers that teach purveyors of I, ,,1urrxq play for Pabst, makes appearances at beer carry Pabst trade ads, two of which DAVID ROSE boys' clubs. He watches where he's are reproduced in these pages- --one a .nManr, seen --and does everything to keep Pabst "round -up" of what Pabst does regularly and baseball clean. As an ex- baseball and one a direct selling of the Pabst M1:e.' star himself he has the right approach summer replacement program. Pabst MISS GEORGIA GIBBS just to the game and lends both the sport and feels that with its local distributors ac- beer centing sports slant and its network NBC Network the industry the prestige they must the have. Frisch, being an old -tinier, makes show accenting music, it's blanketing the THURSDAYS 10:30 E.D.T. special appearances at publicity-getting field. Jost one more woof that functions sponsored by Circus Saints and There's a general feeling that Pabst Pobst invests more money to moke cus- Sinners, Old- Timers Association, and is carrying the malt brew's industry -wide tomers for you thon ony other brewer other luncheon and dinner groups. During burden. A study by a Princeton public the current season a baseball book was (Please turn to page 48) AUGUST 1947 15 Monthly Tabulation of Advertising by Categories I 4: t Sir: E E It SPONSOR AGENCY PRODUCT PROGRAMS SPOTS Brisacher, Acme Beer Baseball games, 30 -min e.t. shows, Live and e.t. spots, 02 Acme Breweries, Van Norden, 30 -min e.t. dramas, live news and stations San Francisco San Francisco music shows, 20 stations American Brewing Co. Walker Sayssy Regal Beer 15 -min live and e.t. programs in La., New Or'e:ns Fla., Miss., Ala. and Tex. Daily 15 -min and weekly 30 -min shows in New Orleans Atlanta Beer & Ale Direct Atlanta Beer, Ale Murder at Midnight (e.t.), Th 10- Co., Atlanta 10:30 pm, WGH (Norfolk), Sat 9- 9:30 om, WAGA (Atlanta) Peter Ballantine & J. Walter Thompson, Ballantine's Beer Yankee Baseball Games (through sea- Sons, Newark New York and Ale son), WINS (New York) Barbey's, Inc., Gray a Rogers, Sunshine Beer E.t. music show, Tu 7:30 -8 pm, Live, e.t., spots, breaks, Philadelphia Philadelphia WRAW (Reading) 4 stations Berghoff Brewing Co., L. W. Ramsey, Berghoff Beer E.t. music, MTWTF 10:15 -10:30 pm, Chicago Chicago WGL (Fort Wayne) Blatz Brewing Co., Kastor, Farrell, Chesley Blatz Pilsener Beer E.t. spots, 10 stations Milwaukee a Clifford, New York Bruckmann Co., S. C. Baer, Bruck's Jubilee Beer Newscasts, MTWTFS 5:45 -6 pm, Cincinnati Cincinnati WLAP (Lexington, Ky.) E.t. music, TTS 7:30 -8 pm, WSAI (Cincinnati) E.t. music, MTWTFS 6:30 -7 pm, WING (Dayton) Edward & John Burke, McCann- Erickson Burke's Ale, Stout Murder at Midnight (e.t.), Fri 8:30 -9 Ltd., New York pm, WGN (Chicago) - Burkhardt Brewing Fuller & Smith & Burkhardt Beer E.t. 15 -min musicals, MTWTF, 4 Ohio Live spots, 4 stations Co., Cleveland Ross, Cleveland stations Centlivre Brewing Westheimer, Old Crown Beer and 15 -30 -min e.t. dramas, 3 stations E.t. breaks, WHBU (An- Corp., St. Louis St. Louis Ale Live 5 -min newscasts, 1 station derson, Ind.) Columbia Brewing Co., Olian, St. Louis Alpen Brau Beer Live 15 -min shows, MTWTF, 3 stations E.t. spots, breaks, 75 sta- St. Louis tions Conneaut Bottling Direct Old Dobbin Ale, Speaking of Sports, MTWTF 4:45 - Works, Koehler's Beer 4 55 pm, WICA (Ashtabula) Ashtabula, Ohio Dallas -Fort Worth Grant, Dallas Bluebonnet Beer E.t. breaks, 6 stations Brewing Co., Dallas Dawson Brewery, Inc., Bresnick & Solomont, Dawson's Beer and Ale 1 -min e.t. spots, 25 sta- Boston Boston tions Edelbrew Brewery, Roy S. Durstine, Edelbrew Beer Live 5 -10 -15 -min newscasts, 3 stations Inc., New York New York George Ehret Brewery, Moore & Hamm, Ehret's Extra Beer Murder at Midnight (e.t.), Mon 10:30- Inc., New York New York 11 pm, WJZ (New York) Falstaff Brewing Co., Dancer -Fitzgerald- Falstaff Beer Live, e.t., musical variety shows, St. Louis Sample, Chicago MWF 7:15 -7:30 pm, repeat 10:15- 10:30 pm, 6 Texas State Network stations Fesemeier Brewing Co., Direct West Virginia Beer Korn Kobblers (e.t.), 15 -min MTWTF, Huntington, W. Va. WCHS (Charleston, W. Va.) Fitger Brewing Co., Direct Nordlager, and Rex Live 15 -min newscasts, 9 stations Live breaks, 9 stations Duluth, Minn. Imperial Dry Beer Fitzgerald Bros. Brew- Hevenor, Albany Burgomaster Beer and Live 15 -min newscasts, 3 stations ing Co., Troy, N. Y. Ale Fort Pitt Brewing BBD &O Fort Pitt Beer and Ale Tap Time, Tu 7:30 -8 pm, 5 W. Va. Live spots, 5 stations Co., Pittsburgh stations Records, music, news, sports, 5 stations SPONSOR AGENCY PRODUCT PROGRAMS SPOTS Jones Peter Fox Brewing -Frank le Fox DeLuxe Beer Maywood Park Harness Racing, Sat Co., Chicago Chicago 8 -11:15 pm, WBKB (Chicago) Genesee Brewing Co., Direct Genesee Beer, 12 Live 15 -min newscasts, WRNY (Roch 1 -min spots, 14 stations Rochester Horse Ale ester) Goebel Brewing Co., Brooke, Smith, French Goebel Beer Detroit Tigers Baseball Games, twice Detroit & Dorrance weekly, WWJ -TV (Detroit) Goetz Brewing Co., Potts -Turnbull, Country Club Beer Live musical, MTWTF, KCMO (Kan- Kansas Kansas City City sas City) Live newscasts, MTWTFS, FKEO (St. Louis) Griesedieck Bros. Co., Ruthrauff & Ryan, Griesedieck Beer Sports Closeups, Mon 7:30 -7:50 pm, St. Louis St. Louis KSD -TV (St. Louis) Cardinals Baseball Games, 25 station network Gulf Brewing Co., Wilhelm-Laughlin- Grand Prize Beer Live newscasts, recorded music, Houston Wilson, Houston vomen's shows, 8 Texas State Net- work stations Peter Hand Brewery BBD&O, Meister Brau Beer Favorite Story (e.t.), Wed 9 -9:30 pm, Co., Chicago Chicago WGN (Chicago) Hoffman Beverage Co. Warwick & Legler Blue Ribbon Beer New York Giants Baseball Games (Pabst Brewing Co. (through season), WMCA (New York) Newark div.) Hyde Park Brewing Gardner, Hyde Park Beer Live newscasts, recorded music, 30- Live breaks, 3 stations Co., St. Louis St. Louis min e.t. dramas, 14 stations Jackson Brewing Co., Anfenger, Jax Beer Live, e.t., music, newscasts, sports, E.t. spots, 7 stations St. Louis St. Louis quiz shows, e.t. dramas, 27 south - central stations Krueger Brewing Co., Benton & Bowles, Krueger Beer Live sports, news, 5 stations. 15 -min Live spots, WGH (N' r- Newark New York e.t. musicals, 8 stations folk) Metz Brewing Co., Bucha nan-Thomas Metz Jubilee Beer Live 5 -10 -15 -min newscasts, 22 sta- E.t. breaks, 22 stations Omaha, Nebr. Omaha tions Minneapolis Brewing BBD &O, Grain Belt Beer Record shows, MTWTFS 11 -12 midn, Co., Minneapolis Minneapolis WMT (Cedar Rapids) Pabst Sales Co., Warwick & Legler, Pabst Blue Ribbon Beer Blue Ribbon Time,* Th 10:30 -11 pm, Chicago New York 144 stations (NBC) Piel Bros., William Esty, Piel's Light Beer 1-min e.t. spots, 7 stations ci New York New York h Progress Brewing Co., George Knox, Progress Beer Live newscasts, recorded music, 3 Oklahoma City Oklahoma City Oklahoma stations Reinier Brewing Co., Buchanan, Rainier Beer and Ale Live, e.t., spots, 17 sta- Los Angeles Los Argzles tions Rubsam & Horrman Paris & Peart R & H Beer Boston Blackie (e.t.), Wed 8:30 -9 pm, Brewing Co., WOR (New York) New York Live 5 -min newscasts, WBAB (At- lantic City) Ruppert Brewery, Inc., Lennen & Mitchell, Ruppert Beer and Ale Live 5 -10 -15 -min sportscasts, 7 sta- Live, e.t., spots, breaks, 8 New York New York tions stations f::rsk . fá;f:2S; San Antonio Brewing Pitluk, Pearl Beer E.t. breaks. 6 stations Co., San Antonio San Antonio Adam Scheidt Brew- Lawrence I. Everting, Valley Forge and Prior Live newscasts, sports, variety shows, Spots, 3 stations ing Co., Philadelphia Philadelphia Beer, Ram's Head Ale 8 stations Terre Haute Brewing Pollyea, Champagne Velvet Beer Live 5 -15 -min newscasts, daily, 10 Live breaks, WEOA Co., Terre Haute, Ind. Terre Haute stations (Evansville) Live variety show, MTWTF 11:45- 12 n, WISH (Indianapolis) Recorded music, Sat 11 -1 am, WFBM (Indianapolis) Tivoli Brewing Co., McCann -Erickson, Altes Lager Beer Spots, film and live, WWJ- Utica, N. Y. Detroit TV (Detroit) John F. Trommer, Inc., Federal, Trommer's Beer The Answer Man, MWF 7:15 -7:30 Live and e.t. spots, 7 New York New York pm, WOR (New York) stations Utica Brewing Co., Direct Fort Schuyler Beer and Live newscasts, 2 stations Detroit Ale West End Brewing Moser & Cotins Utica Club Beer, Old Live music, news, sports variety Spots, breaks, 9 stations Co., Utica, N. Y. Utica English Ale shows, 4 stations `Summer replacement for Eddie Cantor iN.??:?^f,^.tiv..: l.C.N?:i,:ßY/. ,l.ithxtw'¿ l./ ..----.$::ñ::?.-^"YM ' ;uu:,`,aç^r`, 6.c +; i,S.Ñj'{h.,i ?'iq '.:# i .iK ?!. L : É ...... í:0.+ z MC Eddiz Cha? takes mike to his audience durirg his informal "Coffee Time" broadcast .. subsequent airings; or they're like the 1'Oi'i'4'4` prOVPti .11reaIki'aSi . WOOD Presentation, sponsored by one firm which has a sufficient variety of Club formula is good any place products to keep the program entertain- Breakfast clubs where people rarely eat programs throughout the nation that ing. and coffee sessions where there's no java in grab listeners' ears and hold them. Broad- The Grand Rapids program although which to dunk, have done more to lead casts like WEEPS Breakfast in the Surrey typical in its give -aways, mc, ' fashion listeners to the cash registers than any Room (Boston) and Coffee Time at Whrz- editor," and pianist, wasn't developed, as other form of a.m. programing. Two burg's (WOOD, Grand Rapids) are typi- most breakfast shows are, by the station. such programs, Breakfast Club with Don cal of locally planned and locally pro- It was a produced -to -order package, sug- McN'e I' and Breakfast in Hollywood with duced successful "come and visit with us" gested by Oliver A. Wallace of Wallace - Wurz- Tom Brencmar, gave the first indication shows. They not only rate with dialers Lindeman, ad- agency counsel to Wurzburg's (aside from Walter Winchell) that the but they are more often than not way burg's (department store). Fred G. Schoeck, wanted American Broadcasting Company net - behind in filling ticket requests. president, something special to celebrate the store's %%ork %%.S a really effective sales medium. The programs commerc'ally fall into The coffee sessions of the Fitzgeralds two general classifications, the partici- 75th Anniversary. The occasion was to be program (now WJZ), Dick and Dorothy (WOR), pat;ng shows with from four to nine spon- a 365 -day celebration. Thus, the be a feature which could and Bill Herson's Coffee with Catgress sors on e'ch broadcast or on a rotating had to running and (WRC), are typical of hundreds of such basis, seine on one show and others on be a vehicle for store -wide promotions special sales events which the store was The displays invite lamp- buying zs the winner comes to the stage for presentation planning. Since the store has a restaurant, the C C., Campau Room, which wasn't used in 5 the morning, it just cried out for a break- fast club idea they call it "coffee time" in Michigan). By throwing the room open to guests a half hour before the store opens (the broadcast is 10 10:15 a.m.) prospective customers are brought in for the broadcast, and a good part of the audience spends the rest of the day shop- ping in Wur_burg's. It's an inducement for out -of- towners to visit the store and although it's been an advertising feature only since February, in five months it i brought into the store more customers who had never been there before, than had made first -time purchases in the store in any one previous eight -month period in its 75 -year history. Unlike most "breakfast" broadcasts. they serve- actually serve- -coffee on Coffee Tinte at ll'urzburg's. Members of Please turn to page 45) 18 SPONSOR 3 Great Salesmen ... 2 Great Shows At left, Joe Gentile, and Ralph Binge, extreme right, stars of The Early Morning Frolic, plan a comedy routine with Eddie Chase, center, creator of the famous Make Believe Ballroom. * EARLY MORNING FROLIC From 6 to 9 mornings, daily, Happy Joe and Ralph do a great selling job on this CKL\V' music- and -comedy show that's an institution through- out the Detroit Area. * MAKE BELIEVE BALLROOM WITH EDDIE CHASE A unique CKI.\V daily and Sunday daytime disc show headlining Eddie Chase, Detroit's Top Radio Salesman. He pulls a terrific listening audience and packs a powerful selling wallop. In the Detroit Area It's... CKLW 5,000 Watts at 800 kc., Day and Night J. E. Campeau, Managing Director Mutual System Adam J. Young, Jr., Inc., Natl. Rep. Canadian Rep., H. N. Stovin & Co. AUGUST 1947 19 Listeneis America is a nation of guinea pigs. No other country in the world is sur- veyed from get -up to bedtime. Mr. and Mrs. America even permit their sleeping hours to be placed under the microscope on occasion. For this use- me -as -a- sample thinking, Gallup, Roper, Cros- ..>+ -_.,..- ley, Hooper, and hundreds of other re- Yr - 14111PIONiumer search men say, "Thank the Lord." It's 1 t' ! _. the U. S. open door to how the nation thinks and lives. records a a A family listens and the stations they hear in diary. It's fun to be part of survey Most surveys interrupt consumer thinking only momentarily, being based upon a random -sample technique of some Diaries reveal essential audience listening kind or other. Two types of radio re- search interrupt family lives regularly. habits on local. rol;ional and national shows They are the Nielsen audirneter (a de- This preliminary questionnaire enables Audience Surveys, Inc., to pre -select Diary study respondents for a general or specific audience report I. Do yon hure a reuliu, in II orking order, 1. I. there a telephone in your honre lisred II. It hat i. Nu urnrpution of the head of in your hume? to your fanrtly's narre? ^ the house? r.' y,. .-Fr' / le. °'+\ a No ) 2 If ye,. how runt? - - Eduearion of the head of the huart..? (Check any.) 3. Dors the family hare a refrigerator? 2. 11 ;for steulel you say are some of the DIPLOMA Grammar eehool fhingz ,,l,unr radio programs rhat you hke ome high drool and don't like' Me, hanical Completed high school tele.trie or ga.l __._ Jome college_ _ ~ Completed college !MM None Please check here the education of other family members who are oser 25 sears old. I1= fi Grammar school Sonte high school DOLIKE 6. /h,es the family hare a car? Completed high .rhool Some college Completed college No Gal If es. how man)? ft. Hoar many are there in \ hat nuke? What sear? your family, including .11ó yourself, tiring at home -If :t. flu an arerage toe kday, al Iti nor? _ L \ ruant hours does surir family listen ru the Je., is there a radio in working in rndiu? ((heft: rue in each .alum,,.) II order the car? During na.r During F. rn ing lee No old are the numbers of your fam- I III.IIoil t hrfore 6 P. \I ) after 6 P. \I I ily? Put a cheek in the proper box for each I . than I Imur ti - person. I 1 hour - Ago- \laic Female Under 5 - 2 hours 7. II her rnaga:ines dues Jour family rend 6-11 3 hour. regularly? vI, 1-.1 8 I hour. <, rf: ` 19.:; 5 hour. ` 1 _6.3S SJ 3615 E_',s,a,y) - Cher , hours `, 11\1 J6.6S A. Do not Ii.trn at all 65 and wee - - ('op, riçhl:1tt lien, r se.rreyS. Inc 20 SPONSOR 41o11 All" in Uniries vice installed inside a home radio set to Keeping a diary is a thrilling experi- a research man will hear from members record that set's minute-by- minute tun- ence for most families which do so. The of a radio audience, "I've never had a ing) and the diary. The diary (in radio forms reduce writing to a minimum and telephone call asking me to what pro- research) is a printed booklet in which today the diary hangs on the front of gram I was listening." the family lists its radio listening for one many radio receivers whose record of Diaries reveal little more than Niel - week, by 15- minute periods §. Per re- usage is to be kept. (If it's a multiple - sen's audimeter except that they do spondent (a diary-keeper) the diary is set family there's a diary for each radio indicate the number of times a receiver the least costly of all radio research. A in the home.) is turned on when there's actually no diary kept by one family (or a member Each family receives a gift at the con- one listening (see sample diary page). It ter of a family) may cost as little as $10.00 clusion of its diary -keeping but surpris- also reveals audience composition num- or as much as $40.00, depending upon ingly enough it's apparently not the gift ber of men, women, and children (the just how much information is desired in that inspires the diary -keeping but the latter in two age groups) listening to the report. If a coincidental telephone fact that the family has been chosen each program. However, it does not survey as complete as a diary were made from all the great radio audience to help indicate the less -than- five -minute -pro- for the same period as that covered by a determine program service and popu- gram listening. There are some research diary it would cost $22.40 for phone calls* larity. It's an honor in their minds. men who contend that a diary hanging (assuming cost per call to be five cents). Indicative of this is the number of times (Please turn to page 46) Two days of a typical family diary. This is horn a listener in Hartford, Conn. It shows one home's listening and how audience composition changes ENTER THE DATE HERE_P4,' 7f7 ENTER THE DATE HERE FRIDAY /I FRIDAY SATURDAY SATURDAY 1700 MIDNIGHT-1700 NOON 1700 NOON-1700 MIDNIGHT 17:00 MIDNIGHT -17.00 NOON 1700 NO ON-17.00 MIDNIGHT n OHc I euaso w rlwu w w Ihpwo 1 o " _wusnlw.IwO MIDI,. Inn.n. KAPO 14 .. l,1.0.1 - na chl- - .4Ne H .00 s .ow c ,101 .h.+01s «NO N,IOH r,.r u01O - I rp0 nno. C. ICYYN cut Itnl.* ` I P.M. I cYrl ctt I[nrH "- IG.whw, C4111mIH y ICIn1-.. Call nn1Y s á 1 A.M. i . R - 3 t li_Ir I I n dd117:15 On I I i Noon-12:15 On Nidnighr-17:13 OR On Noon-17.I5 OnOn 17 17:50 on I I I 12.13-12:30 17 I I 17:15-17a0 On --- - - 15-17a0 On '7 17..3 On I I I i 17il0-17:43 PC1-1 0 - i7J0=1i:ü On 1710 17 45 [Oa On lt1-1:G0 On ' I I 17:45- 1:00 r4T. On - I- -i71 1:0Ö r -0n ------17 45- 1 00 er". On I. os On_ I I I 1:00- ¡As On d 1: -_ I_ _1:00- 1:15 Q On 1.00- 1 is e., ...,On - I. 1:30 R On I I I 1:30 1:13- ....)On I 1.3o -- - I 1:15- 130 On 1:15- OR On L 1.45 - rk, - On ' I - I I 1:30- 1:45 On . - 1 1 45 I (1-1_. ¡ F- _ I .. 1:30- 1.45 On 30- On 1 7:90 - On á I 0 s , I I I . _ 1:43- 7:00 - ¿.y yOn - 141- 7.00 Off On - 1 .s- IOa on ' ]):13 On I I 7:15 . +'v1,'- _7,00- ú1On 700- 7.15 (_J On 1:05- 21:°°13 oa On r_ 2 7:10 On \ 22:7:16_5-__22..430, 01. --I 7:15-7.30; --" I _I I 2:30- 7:45 On ..- -_I 1- s Òn -7:30- 7 45 014- n ù, 1 r L 2 r1 3-00 }.00 1 z:75- On i I 2:45- 37011- On 2:45.- 3-90 l Off On N, ri L- 3 3:u on 3 :-9 1 3:05- 1 On 3:00- 3:15 On 3:05- ils OR n Ui L / ] 7:]0- On I:ì11 rl I I 3:IS- 3a0 :,'Y On ---' --- T.11 130 g:¡i On - -- - 5:15- 3:30 OR On yt l C. 3: r 145 On I I 3:30- 3 45 ...n'0n - - - - 330 r:5 Lr On 3:30- 3.45 0a n W 1 4..00 On rl I 3:4S- 4 0 .: On - L41 4 00 Oa On 3:45- 4.00 OA On I { I Ì 4:00- 4.15 :T! On 4:00- 4 15 Oa On 4:1p- 4:13 Oa On w I I ' I 615- 430 On 430 41;28 On - -- - 4a5- 4.30 Oa On ..,1 -- un-t + 4. 4:45 On I I --4:0- 4 45 On 4:3o- 4 5 a On 4:30- 4 45 OR . On 500 : On I 1:41 5.00 On - T45- 5.00 On - 44s- 5:00 0a On 7 3:I3 On ' i 5 15 On 6100- F 5.00- 515 ;ÿ_alt On 5:00- 5:15 ,(T On I s._530 On - Í 3:11 53o .110 On 5:30 On - 3:11 5:30 O On - -- 5 --SAS- CJ ---- ss on 3:55- 5.45 On I - , 1 S Oa On _ S_30- S 45 OR On S:SO- 45 S. 6.-00 O^ -- I I 3:1 0:00 *PO -5:45-ÓÓ0 On 341E00 On á_6:1S On I I 6:00-6:13 :_ C. .]t¡_pgc _6:00- 6:15 Oa. On __6:00- 6:13 Oa n r á 6.30 On I I I 6:15- 6.30 On 6:15- 6 30 IiR On 6:15" 6:30 Oe On 1 6._6.45 ,y7 6.43 fÌ goo- , 6 45 On tAITI[ II- I- _ On -_6:30- 6 45 On I 6:30- 6 700Ipa Ä 11-11 67:S- 7:00 On , WT IG 6:55- 7.00 On i 6 45- 7-00 0R On Ì. 7:15 OR :r7 7:13 , On WTIG _fi ji 7:00- R _7:00- L_I S 7:00- 7:15 - On 7. 7.30 OW I 7a0 '' WTt! / li 7:13- 11/ On --- 71 5- 730 On 1 7:11 750 a On 7.-745 OR .r`,1j 7.43 JI JI- _ 7:30- On -.- 7:30- 7.45 O9 On _ _ -7J0- 7.45 - . On -/00 OR tl1T1r . : f r -7.s= 6.00 . On a 741 a.00 On als tl/ rl r 7::5- e:00 on --- - W ' 1:00- 8.15 On LOO- 1:15 On e:00- 8:15 On E 130 .,7 - -- - O:ÌS- eJO . ?;ÌOn - 1131- 11-311- On - - 115- 8.30 Oa On - . ' 1 1::51 9í70n - -- - - , - - -- 0:30- to -'On --- /::5 On .-- - - 8.35-8 3 0- e43$ 5 on T. 9:00 e30- - ,9,70ñ .. .I- ' - I 1:1900 ei On I I 9:00 On - _ 8:419:00 On 9 9.13 eJ3- - -I .:,-0 y 1 9:00- 9:15 'On 1 I I 9:00-915 OR 9:00-9:15 On 9 9:30 _. 4 -IJ -1._ - Ì vdpgc-- 7 I I 9:119.30. .i1 On OR W-p R I 9:11 930 On . 9. 9:45 9'11 9:70 _ J p,7. I - 9:30- 9:43 I ri" On _ _9.50- 9.45 OR --935- 9 43 On 9. ï000 j D 0 9.45-10:00 On 9:4110:00 T loas 9.Ó510.W Óa (j] i ( I (yOn I ` : 0-tons 1 ö.ïo:w 10 Oa T ji, 10:00-10ä5 OR n __11.1-R_g_C- __R:_ ___, 1000-10:15 On I I 10:13-10-30 ' Oa n in I 31 '10:15-T0-10- 00 o" 0.1o:4s On b 1 4 - -_fáis-ió:7ó I I I 1á35-11:4s Oa 1 - 10:30.10:45 i On 3 t0.30-15-.-5 OR _ I _ '"e;11.1 0. 11.00 7 On ' o5- A -- 3 1 on i:111 170 -1Ó45-11-00 tj: 10:.5-n 00 Off r w.1Ì1.ÓO 11:00-n:15 ' 1_ ' I- 11,00-11.15 On .11:30 7Or+ 1:00-11:15 OR W D K C_. 1 ' _j' I -nns-11.30 jlOn 11.T111 30 Off On + IA/ 1 fl" 111130 ár1 11.45 - ï: - DIU-. m`1 Oe 45 ta/ Ón _1130-1145 J 113'4' -i-:1200 -11:50--1Ì O -DQ[- __L__ __.t i4s ..7G+ ' - ÌIjS-croo Olt On - Il :5-12.00 OR n1 LL/ D P[ lI l 11:411r00 . On BEFORE YOU START THE DIARY FOR TN NEXTDAT, PLEASE CHECK TO SEE TWAT: YOU START THE DIARY FOR TN NEXT DAY, PERSE CHECK TO 5EE THAT I e. TN page is remord of listening en Fetdey. d. The number of people listening (men, .,encan, cha- O. This pope is e record of fsren.ng on Setordoy. d The nomber of people livening (men. women. cbil- h Eeeh Ruer*. heur is me/5.d *ohm ^OFF" or "ON'-. dren ego 17.18. end children ego 5 -11) is entered b. Ewh que .*. heur H method either "OR" or "ON" Men ego 12.18. end Children ope 5.11) n entered c If Me guetter hour is marked lette.* "ON" the cell when the redits is On c If the quarter hour ,s morhed "ON' Me colt leners when the rediá is on. of Me .*rial listened se ere entered. of the when l.*tened to or. entend AUGUST 1947 21 Hey, bub, you'vc 1 1 dropped something! T(iE other day a certain network (let's call cities. And BNIB itself established that 92% of it network "B ") published some special all stations attain the 50 -100% level in their arithmetic about its national circulation based on home cities. This level provides the traditional B\1B data. It counted only those listeners to its yardstick used by broadcasters to reveal their network who lived in areas where 75% of the potential value to advertisers. radio families listened to network "B" at least This level includes the listeners in New York once a week. And it did the same for the other City and Philadelphia which network "B" networks. blandly chose to drop. It dropped listeners in areas. out all all other By this yardstick of effective coverage you It dropped out listeners, for instance, in New obtain quite a different picture ... quite a different York City, the largest in the nation. relationship between the four networks from the one calculated by network "B ". - In New York City no station reaches the 75% level in the daytime. (Oddly enough, in sell- Here's what you really get: ing its New York station, network "B" bases its argument on a 50% -or- better level.) EFFECTIVE NETWORK COVERAGE* It dropped out listeners, for instance, in Phila- delphia, the third largest city in the nation. Nighttime Radio Families In Philadelphia CBS is the only network that - CBS 32,400,150 reaches the 75% level in the daytime. Why did network "B" so casually disenfran- NETWORK "B" 33,869,330 chise the daytime listeners in New York and NETWORK "C" 26,518,730 Philadelphia? BMB defines circulation as the number of families listening in all areas above NETWORK "D" 23,281,760 10 %. It must be fairly obvious that circulation is circulation - wherever it exists. Circulation is all Daytime Radio Families listeners -at the 35% level, the 50% level, the 90% level. CBS 31,685,080 Could it be that network "B" was straining foi- NETWORK "B" 33,457,250 a lead out of all proper proportion? NETWORK "C" 28,255,660 Why strain? B\1B data offer a perfectly valid (and perhaps NETWORK "D" 24,982,230 far more useful) basis for measuring the poten- "lia >cJ ou 13NIBStud Ni.1 conducted in \larch,1946 and projected tial audience a network delivers. can It properly to the BMB estimate of 33, 998,000 U.S.radio homes (J: nuarv,1946). be called a measurement of effective coverage, and is readily defined as all radio families in areas You discover clearly -and perhaps for the first where 50 -to -100% listen. time -that CBS and network "B" are virtually This particular level stems from the fact that on a par in their ability to supply effective cover- virtually all stations effectively cover their home age of the U.S. radio market. The Columbia Broadcasting System How J -11 reaFIio that utili 500,000 reaches 41,000,000 lis- .1/111111-31:111villl` illustrates how 11 1114` eners a month through its CBS daily 11r1131111:Itilillg 111 achieve distribution IIIIII J)hnsMaIniIIcfive -minute newscast (8:55 -9:00 p.m. est), but only one out of 82 of these dialers ;IIIIIII!r. architect. :111/1 IIIIiI(Ier acceptance is really important to J -M business. That's because few of the 1,200 products in the J -M line are sold direct to the public, or even specified when Mr. and Mrs. Consumer buy or remodel a home. Moreover, a considerable part of the $100,000,000 business done by the cor- poration has nothing to do with the con- our customers is designed for industrial o sumer but In the interest of protecting our customers in these application only. days of high prices, we will continue to adhere is that it Johns -,Manville's thinking strictly to these seven principles: wants to reach 500,000 men: lumber men, architects, contractors, builders, and cor- We. as budding maraul dn:m, agree to commie to mût mers effort m mdu.e wort I. opaa.ng role and, u ill rum. m ask prao rdka,ng ont.. loir rm.rn. poration executives in all fields. These use are the men who actually specify the We pledge wr support to Mc program .,( fighnng the r :I.Rn bt 1.ng mewl of J -M products. That doesn't mean that 2. market Johns -Manville is unmindful of the effect that R'e rkdgc torn 141 ¡,otr to ehe program or M:.ng that thaw veterans douwg m ó.:r1d of the buyer on builders, but rather or remodel have firs opt.. norms to obtain ehe building reiteins amlable the number of consumers who build 3. W r believe tow the only va. r}v e an lam-el citia marker rods, and for the hone homes each year is small in comparison a .,.nnn..e to ..,w our rugir -me w keep the ont of homing d...n io. o unmue.. who listen to J -M and with the great number 4. rkelgc tout we will men cven effort 2,./J1.4 the threat of md.n.a .amed by newscasts, night after night. Among the the shortage at mammals eh' the Manage of O..11ed labo.( 41,000,000 rotating listeners J -M feels We riedgc Mu we will contrite to follow a peek,' of drainy neprcxonog to ma that its reaching its vital 500,000. ademen the suabry of the produce; we are able to oda in thew amo whet there Johns -Manville spénds roughly $800,- 5. o lath . Aortas, of 'moiled mareu:a 000 for its broadcasts, which cover the 52 e. o revel ex-taunts, assume the resronubabry of keeping cmondy abeam of weeks of the year. It also spends more new. Jesek,rmerw in balding nunatak to provide greater rue>rnes and boiler b.. than half as much as this amount in trade 6. bury at the !wilding and remodeling of home papers ($425,000). And much of this We ',edge that e will cowate to work .,tb reponbe m.nu(.aurm to ..men trade paper copy is geared toward telling p rah thew bars obeeno. m uM mram u( ow customers and for the general the distributor of Johns -Manville prod- 7. .dine to .art c.mmutu. been pre -sold ucts that the J -M line has This plaque can be displayed only by Johns -,Manville to the public through radio. Actually, dealers who have officially endorsed the above principles on every fifth broadcast or so the com- mercials on the program mention a J -M dealer by name, and a great deal of the I111 JOIIIAS MAYVIIIt tAtlle, PRO,' AM.' RNA Hf V ASO TNI tOS - IS T11.1.15G tO.tO..ROO trade paper copy is built around this PI OIL MO\T1. nOt)l T Tn1S NOS IMIAT ON TM/ PART Of DIAtIRS TIIIOI'GIIOIT bow to the construction and building T111 t.,l ''T al ree ,iTteT TMIIR .1STOMtA rl 1.\SIT1 'TOT TO LISTI\ IN l Be rnr ,I..I-, rAr.*ft frr/-, supply industry. During the present A I t 1.... . T. I q r 1... ,, I t .v. T... , O/ M f.. period when the building industry in general is being attacked on all sides, good -will is very important. Long before 2,500 lumber dealers display this pledge. Johns -Manville directs business to them. 44 SPONSOR ves general consumer ill -will had snowballed Johns- Manville newscasts salute their jobbers, V,,anation's n air W° and J -M merchandises the fact in to its present proportions Johns -Manville (rade papers leQ,sJ had promulgated a code of business prac- ;;; tices for this transient period (between 'Friday), and Mayor of the Town and war and peace) and sold over 2,500 lumber Your Hit Parade (Saturday). and building material dealers on operating The program has a quality of immedi- under its seven pledges. Each of these acy which only a live show like this can a *". ;- -- 1.. dealers displays the pledge, which has have. It is geared to handle any problem pQ been printed in plaque form, and Johns - the moment that it arises. For instance, Manville gives time on the air to inspiring into when some West Coast builders began to rádio wage consumer acceptance for the men who criticize Johns- Manville as a "big eastern rode the W. display and do business by this J -M code. manufacturer in competition with local odhof~;/ OmeS Commercial time in a five -minute pro- talent," J -M quickly employed a West gram is naturally limited, and neither the Coast announcer to handle special copy agency (J. Walter Thompson) nor the for the Coast stressing the fact that Johns - sponsor does anything to clutter up Manville was a Pacific Coast manufac- the program. They both realize that they turer with five plants in California. It have a very unusual spot, the only five - took from June to December 1946 to minute program on the networks in the correct the "rumor" situation; it would mid -evening, and no one wants to keep have taken several years if black -and- it in good taste more than the men who white advertising copy had been em- pay the bills. ployed to do the job.* Reason for the unique situation of a The Manville part of the corporate five -minute program's being open at the title isn't exactly a pleasure for any adver- height of the listening hours, 8:55 p.m., tising man, for Tommy Manville's play- has nothing to do with the sponsor. A boy scandals have made the name some- few years ago CBS executives studying thing to laugh at with millions of their program schedules realized that consumers. Yet with practically no other from 7 to 11 p.m. they had no newscasts. form of consumer advertising (J -M spends ¡1II!y They further realized that with half-hour about $80,000 in the class "shelter" represented 6000 jabber. programs all through the evening, except mediums, like Country Gentleman) Johns - for two 15- minute entertainment shows at Manville still has public confidence. OtvrWAratly 7 and 7:15, there wasn't much oppor- In a survey made by J. Walter Thomp- r`- tunity to get a news period on the air son in 21 cities, with 1,500 respondents, .... . unless they did something drastic such as one out of every two consumers who w. *ow io4.1. .. taking a half-hour period and making it stated any brand preference in the roofing available as a 25- minute program period Moore .. materials field said Johns -Manville. In r..,.,. .J n and M.._ ...r. a five -minute newscast. CBS started other fields the acceptance was even ...r...... newscast the sustaining, had Palmolive better. In home insulation 8 out of 10 as a sponsor for a while, and in December naming any brand said Johns -Manville. 1941 sold it From to Johns -Manville. the In the asbestos materials category Johns - listeners' point of view the period was Manville was mentioned 60 times as often made ear -worthy by Elmer Davis, who as any other name. Sixty -seven per cent #\F\ had t a We) not only brought them up to date on the of the respondents mentioned brand óme Má news at that hour but also made them preference and over 59 per cent said feel that he was in five at. telling them, that Johns -Manville, giving the rest of the MM. minutes, what the news actually meant. field less than 8 per cent of consumer When Mr. Davis was drafted for the recognition to divide between them. If Office of War Information, Cecil Brown IABAMA ARIZONA' nnn...+- Walter Thompson's research figures are LGEORGIA IDAH J. WAR ONNEÿTIC took over, to be followed later by Bill ANSAS KENTUCK' questioned because it is the agency l l I N Henry, who has held down ASSACMUSETTS MICMIGA the spot since is MONTANA NEBRASM handling the account, substantiation JASSIPP1 MISSOURI September 1943 except for vacation rPaCM'QE NE JrQSEY N.WMpEXI( found in a survey of home insulation NE ADA NE periods when RH- Ned Calmer or another materials made by the Wall Street v YORK NCAto.lnbaxr óò newscaster has taken ,,,,nHOMA- SEE rTEX over. Journal around the same time (late There isn't another broadcast period 1946); the figures checked within the OAOMIÑG N(iS ._.f.M like it network -wise, although Esso's spot usual accepted margin of research error . urW lcR Y NEW MEX)I campaign does the same type of job with- (plus or minus 2 per cent). out being in the enviable position (as J -M ... And Johns -Manville executives are was during the 1946-1947 season) of being perfectly willing to give radio its due. between such programs as Joan Davis and Advertising men generally go a bit Lux Radio Theatre (Monday), Mel Blanc further and give Bill Henry and the Neu's "...... 4_.... and Vox Pop (Tuesday), Dr. Christian at 8:55 p.m. est as much credit as the and Frank Sinatra (Wednesday), F. B. I. medium. in Peace and War and Dick Haymes r T {Thursday), *Time Thal it would have taken to grf copy. planned, s,!. Thin Man and Ginny Simms placed. and effective. lt}y. AUGU ST 1947 111. Lohns -Manville ..._. toy wise BRAKE MAMAS IlT u /V...,. This is the NEW Singin' Saris show with Charles Magnante, world famous accordion- ist, and the mellow- voiced Mullen Sisters. Transcription Sales, i 115 -117 W. HIGH STREET, SPRINGFIELD OHIO- PHONE: -4' New York 22, 130 E. 56 St. Plaza 9 -1446 o'$am ells Singin' Sam Means it, Sales Success Singin' Sam is one of America's outstanding radio salesmen. "Sam" sings and sells his way into the hearts of millions of fans and new friends every day. Singin' Sam's songs will make your cash register sing with sales! This show fits every type of listener, which makes it the ideal program for any advertiser! Please send more information on how Singin' Sam can sell for me too: NAME STREET.. CITY... STATE Mail to TRANSCRIPTION SALES, INC., 117 W. High Street, Springfield, Ohio The field of package show producing is the most hazardous in radio. Every year a number of young men with ideas leave agencies, networks, and sta- tions and new producing groups are born. And just as often as they are born other producing groups quietly pass from the picture. There are a few independent Radio's idea mall: the producers who have survived through the years. These are the men who own one or more packages that have become hits - standard programs on the networks, men like Phillips Lord, Hi Brown, Henry $2,000 to $3,000 means cost controls of cessful formulas now on the air were Souvaine, Ed Byron, Ted Collins, Lou the highest order. Too many and too originated by package producers. Typical Cowan, John Guedel, Frank Hummert, long rehearsals can throw in the monkey of these are We, the People, FBI in Peace Ray Morgan, Carlton Morse, Bernard wrench and even elaborate production re- and War, Aldrich Family, Double or Prockter, Bernard L. Schubert, Carl quirements kill budgets. That's why the Nothing, Hint Hunt, Lone Ranger, One Wester, John Clark (Transamerican number of independent producers in the Man's Family, Superman, Quiz Kids, Broadcasting & Television Corporation). daytime field is very limited indeed. Pro- People Are Funny, Exploring the Un- Even some of these frequently approach ducing limited- budget shows for evening known, and Information Please. a new season with nothing available for broadcast is also a fine art -an art that is It is possible, of course, that the net- sponsors. practiced by directors like Hi Brown, works' renewed emphasis on program Most successful of the group of regulars Ed Byron, Phillips Lord. Low- priced production may hypo idea production is, of course, Frank Hummert with his high -rated shows like Inner Sanctum and but thus far emphasis hasn't been on new stable of daytimc strips, a field in which Mr. D. A. require a regular staff of free- formulas but merely on building salable Carl Wester, ex- Chicago and now Holly- lance writers, a knowledge of the abilities commercial programs that are expected wood, also has been successful. Produc- of a great number of actors, plus an to develop good audience ratings among ing daytime shows that deliver satisfac- ability to get the most out of people with network leaders. Ideas in SPONSOR'S re- I tory housewife audiences at a low cost is whom the director is called upon tework. port in its Fall Facts edition (July) of an assembly -line type of creative en- It's most unfortunate that there isn't available network packages were hardly deavor. Building shows to broadcast five more stability in the independent package discernible although network package times a week within a price range of producing field, for many of the most suc- program executives insist that ideas are welcome and will be given every oppor- tunity. Agency men who have bought package programs from independent producers WEMP Moves AHEAD! state that the advantages are numerous. First there's the fact that the show For twehc years %%EMI' has served the 223.900 families in its primary area. \fie have won a lot of well-earned laurels and are daily adding new ones. belongs to the producer who has a per- sonal interest in making it the best of its New Programs do it ... kind and works directly for the agency. Ne created and sold marry new local programs, such as with Bob." "Breakfast Second, "It's like hiring a major program .Ladies' Choice" and "Listen, fly. Children" executive -only you pay only for the Promotion Helps it ... program and not extra for the supervisory Nc run regular schedules in both \lilwaukee newspapers Dash Cards on the employee." That's the way a major trolleys and laisses an attractive " WE \ll' Listener" magazine and a complete advertising agency executive explained monthly separate Merchandiser to grocers and druggists. the fact that his organization hadn't Results Prove it ... created a single program in its history 1 ant fifteen minutes Monday through Friday, Milwaukee's Largest Dry Cleaner but had purchased packages which were oNerwheltned by results on two unusual tests. Using a Iie- minute newscast then further developed jointly by the several times daily, an Oil Company conducts successful direct sale campaign. Largest Retail Shoe Store buys . E \IP -dt eloped juvenile program and (Inds package producer, client, and agency new way to sell youngsters between ages four and ten. staffers. availability $100,000 Will Improve it An important factor in the ... of independently-produced packages is the oew "fraasroit ter site anti 161-P HO 'I t %1 r will increase coverage 100 per cent. fact that the program is not tied to any specific set of facilities as is the case with a network package. Of course neither is WEMP Mdwcuhee an agency-produced program, but the number of agency- produced - and -orig- Basic Station inated shows is small. The reason for AMERICAN BROADCASTING COMPANY this is simply that the agency is the Hugh Boice, General Manager sponsor's representative. I t cannot build NATIONAL REPRESENTATIVE: AVERY -KNODEL, INC. up a group of programs and have them on NEW YORK,/ CHICAGO SAN FRANCISCO LOS ANGELES tap when an advertiser decides that he wants to go on the air. The agency starts 28 SPONSOR showcase is not, except in a comparatively few cases, a saleable commodity. represent, realizing that talent without a Independent package producers have only one thing to sell - shows. Naturally, therefore, they experiment, build shows on speculation and keep a number of ideas ;depelldellt p1'OdlltOE on wax ready for an agency which needs a vehicle for a client. Some of the outstanding sponsored pro- grams that are still owned by independent producers include Duffÿ s Tavern, Gang- its operations for an advertiser after the under this kind of pressure, so agencies busters, Reader's Digest of the Air, Corliss fact. By its very nature it starts design- generally canvass the field when an order Archer, Ellery Queen, and Screen Guild. ing a program or shopping the field after comes in and present a number of package Among the programs listed in the two - the client has decided upon broadcasting programs to their client -or programs page tabulation of independent package as a medium. That's usually too late to planned by one of the great artists' repre- program availabilities in this issue there start building a show for once it has been sentative organizations, Music Corpora- are no doubt a number of programs which decided that an advertising campaign is tion of America, William Morris, General may fall into the same classification as the necessary it must go into action quickly. Artists Corporation, National Concert above "successes," since the unattached Ordinarily the program selected must be and Artists Corporation, and James L. producer usually comes up with the able to deliver an audience as soon as it Saphier. These talent reps build pro- ideas. Remember Information Please, makes its debut. Programs can't be built grams which use the performers they Truth or Consequences. and Life of Riley. Independent Producer Live !'riogr:tm tivailabi1 il ies TITLE TYPE APPEAL I TIME AUOITION PRICE PROOUCER 15 1 WEEK A TRIP TO HITLAND MUSICAL I WOMEN MIN, -5 A I E.T. JACK PARKER Jack Parker sings the songs of today and yesterday MIN, 1 I I ARM CHAIR SLEUTHS AUDIENCE I FAMILY I 30 A WEEK I LIVE W. BIGGIE LEVIN PARTICIPATION Mystery with a twist AT HOME WITH FAYE ANO 1 INTERVIEW FAMILY I 15 MIN, 1 A WEEK I E.T. KERMIT -RAYMOND CORP. ELLIOTT ROOSEVELT I A guest personality is entertained weekly at Hyde Park I 15 5 A I BARBER SHOP HARMONIES MUSICAL I FAMILY MIN, WEEK E.T. I LOUIS G. COWAN. INC. Well -known songs sung in barbershop- quartette stye I 3 A I BRINGING UP JUNIOR INTERVIEW I WOMEN IS MIN, WEEK E.T. I 11500 GAINSBOROUGH Child guidance theme with distinguished guests I MIN, 1 A CAMPUS QUIZ QUIZ I STUDENTS 30 WEEK I E.T. I ' I I.B.S.t Two-man teams from two colleges compete in a quiz COLLEGIATE PLAYHOUSE I DRAMA I ADULT I 25 MIN, I A WEEK E.T. 1. B. S.t Original and adapted dramas performed by college radio workshop I I I CROSSROAOS AUDIENCE FAMILY I 30 JIIN, A WEEK E.T 35000 I GAINSBOROUGH PARTICIPATION I I I Jury panel selected from audience determines solution of suspense dramas CROSSROADS TO ADVENTURE I I 1 A WEEK SCRIPT DRAMA FAMILY 30 MIN, I $2550 VON BAUMANN Dramatized adventures from the file of explorer Cyril Von Baumann 1 OREAM STREET DRAMA I FAMILY I 30 MIN. A WEEK I E.T. $5000 I BASCH RADIO PRODUCTIONS Mysterr, romance, adventure and comedy dramas appealing to dreamer in everyon FOX ANO HOUNOS AUDIENCE FAMILY 30 MIN I LIVE BASCH RADIO PRODUCTIONS PARTICIPATION I I I The entire audience participates and shares the profits FRONT , 1 A STAGE CENTER DRAMA FAMILY I 15 MIN, -3 WEEK I LIVE I I W. BIGGIE LEVIN One character on act plays FRONTIER I I I TOWN I DRAMA FAMILY 30 MIN, 1 A WEEK I LIVE I $3500 JOHN GUEDEL "Suspense"-on a horse GLEE I 1 CLUB MUSICAL STUDENTS I 15 MIN, A WEEK I E.T. I I I. B. S. j Each week a different club sings the songs for which its college is famous I 1 SOGAR A. GUEST FAMILY I FAMILY 15 MIN, -3-5 A WEEK I LIVE W. BIGGIE LEVIN PHILOSOPHER Edgar Guest reads the back page, a few poems, a little philosophy HOLLYW000 I I 1 QUIZ FAMILY A I I G. QUIZ I 30 MIN, WEEK E.T. LOUIS COWAN Average movie -goer matches wits with top movie personalities and regular panel H00000 HUNT FAMILY 15 1 I W. BIGGIE DRAMA I MIN, A WEEK I LIVE LEVIN Origin and fallacies of superstitions explained in mystery play HOT CLUB I DISK JOCKEY CO 30 MIN, 1 A WEEK I E.T. I.B.S.t I LEE + Jazz -classics and new releases spun by expert Joel Chaseman I WAS A CONVICT I 1 DRAMA I FAMILY 30 MIN, A WEEK I E.T. I LOUIS G. COWAN An analysis of what makes a criminal. Personal narration by ex- convicts IF I HAO MY WAY INTERVIEW I FAMILY I 15 MIN, 1 A WEEK I LIVE & E.T. I ROY DE GROOT The man in the street expresses his opinion on any conceivable subject AUGUST 1947 29 TITLE TYPE APPEAL TIME AUDITION PRICE PRODUCER INTERCOLLEGIATE FOOTBALL GAULS 'PORT. I FAMILY COMPLETE GAME E.T. f. B. S.1 Play-by-play broadcasts from field; summations and scores of other gaines between quarters IT'S UP TO YOU F(RI'11 COLLEGE 30 MIS, I A WEEK E.T. t. B. á.t STUDENTS Panel of students aild well -known experts IIISCUas basil' problems in the news LET'S GO EXPLORING QUIZ JUVENILE 15 MIN, 3 A WEEK , ECI(IPr $Y5);$1250 VON BAUMANN 30 MIN, 1 A WEEK Dramatic quiz framed on exploring and geography S PLAY REPORTER AUDIENCE FAMILY 30 MIX E.T. LEI 1 BAS('II RADIO PRODUCTIONS PARTICIPATION How well did you listent 1%y reporter and test your mental ear THE LIVES OF NICOL SMITH I)ItANIA . ADULTS 15 30 MIX, 13 A WEEK I E.T. CAPLES COMPANY True accounts of fantastic extwrienem of a U E. secret agent In Vichy. France, and Siam LUCKY ANNIVERSARY AUDIENCE WOMEN 1 30 MIN. 5 A WEEK E.T. LOUIS C. COWAN PARTICIPATION Compete for wedding anniversary gifts in studio contest. Listeners also in on gifts and fun MR MIN, I , MEET MAGIC DRAMA FAMILY 1 30 A WEEK E.T. I 5500U GAINSBOROUGII Adventures of Steve Wayne, professional magician and amateur detective MELANIE HEOWICK, PSYCHIATRIST DRAMA FAMILY , 30 MIN, 1 A WEEK SCRIPT MIX. $3000 VOX BAUMANN "Spellbound" type of psychological drama with runniug central character MENTAL MARATHON QUIZ , FAMILY 30 MIN. I A WEEK E.T. $2500 I GAINSBOROU'GH Quiz based on the seven lively arts, with a "marathon race" on each show I I MOVIES ON THE MINE/ AUDIENCE 30 MIN. A WEEK LIVE 1 $2500 GOTHAM RADIO PRODUCTIONS l'.A RTI('II'ATION Quiz team from studio audience battles movie iudustry team on stars and picture personalities , MR UNKNOWN DRAMA FAMILY 30 MIN, I A WEEK E.T. I I LOUIS G. COWAN Low cost dramatic package. Personal narrative technique ON THE WIRE NL11 COLLEGE 25 MIN, 1 A WEEK E.T. I I I. B. S.1 4 I Í STUDENTS , I News and human interest stories given feature treatment. On- the-spot narrative and interviews PICK THE HITS QUIZ i WOMEN 1 15 MIN, I -6 A WEEK E.T. I IMPERIAL RADIO PRODUCTIONS Listener wins cash prize if he sends a given list of three tunes in order of studio audience popularity RADIO THEATER Of FAMOUS CLASSICS DRAMA FAM11-l' 30 MIX, 1 A WEEK E.T. $350 I KERMIT -RAYMUND CORP. Radio adaptations of world's most famous writers of all time Same guest star leads REMEMBER JUOY MUSICAL I COLLEGE 30 MIN, 1 A WEEK E.T. I I. B. S.t I STUDENTS Torchy songs by college star. Collegiate stuff FARM , FAMILY 30 1 A WEEK G. RIO AMERICA MIN, E.T. I I LOUIS COWAN Real dirt farmers speaking their minds in their own language. SAFARI CLUB DRAMA I JUVENILE 15 MIN. 3 5 A WEEK SCRIP( I $3503 i VON BAUMANN Fictionized dramas based on true stories of exploring SAMMY THE GREAT DRAMA . FAMILY 30 MIX, 1 A WEEK LIVE I I W. BIGGIE LEV'IN Mystery with background of show business THE COLONEL'S LAOY QUIZ WOMEN I 30 MIN. 15 A WEEK LIVE I PAUL F. ADLER Participation program for and by housewives, with Col. Stoopnagle j 1 I I THE SEVEN SEAS DRAMA FAMILY 1 30 MIN, A WEEK LIVE 5300 GOTHAM RADIO PRODUCTIONS Series bawd on great sea literature of all time THE SONG TRAVELLER FOLK MUSIC , FAMILY 15 MIN, I A WEEK E.T. I 1175 GAINSBOROUGH Folk songs, stories, and legends from all over America THE VIRGINIAN DRAMA FAMILY 30 MIN, 1 A WEEK , E.T. 1 LOUIS G. COWAN Series adapted from Owen Wister's famous novel of the same name THE WORLD OF JACK LONOON DRAMA FAMILY ¡ 30 MIN, I .A WEEK LIVE $650 . GOTHAM RADIO PRODUCTIONS Series based on the famous adventure stories of Jack London AT WURLITZER HELENE SMITH THE 1 MUSICAL FAMILY 30 MIN, 5 A WEEK E.T. $50 HOLLYWOOD ASSOCIATE Five individual organ formats sponsornble by one or more sponsors PRODCCERS , , SPORTS PARAOE SPORTS COLLEGE 15 MIN, 1 A WEEK E.T. I 1 I. B. S.t STUDENTS I 1 sports news, commentary, and interviews with players, coaches, and officials prominent in college sports OF THE WHITE HOUSE I A SCRIPT F. STARLING DRAMA I FAMILY 1 30 MIN, WEEK i $3500 I PAUL ADLER True experiences of the man whose Secret Service detail guarded five presidents HEIGHTS I A I SUBURBAN COMEDY I FAMILY 1 30 NUN, WEEK E.T. I CAPLES COMPANY Warm, human situation comedy based ou famous Gluyaa Williauis cartoons of sane name TAKE MY ADVICE AUDIENCE FAMILY , 30 MIN, 1 A WEEK E.T. 1 515011 JOAN GUEDEL PARTICIPATION Board of best children and adult contestants advises ou listener domestic problems , TELE TIME QUIZ FAMILY , 15 MIN, I 6 A WEEK , E.T. I I IMPERIAL RADIO PRODUCTIONS Listener wins prize if he gives correct time when telephoned. If he fails, jackpot increases until there is a winner TOLD AT THE EXPLORERS' CLUB DRAMA 15 I A WEEK & E.T. ROY DE GROOT FAMILY -30 MIN, 1 LIVE I Viljhalmur Stefansaon, noted Arctic explorer, relates great stories of exploration VOICES OF HISTORY IH)CUMENTAItY 1 25 MIX, 1 A WEEK , I. B. S.t I COLLEGE E.T. 1 STUDENTS I i , Complete background of major news events. Emphasizes significance by dramatizations and actual recordings WEEKENO IN NEW YORK NEWS COLLEGE 10 MIN, 1.A WEEK E.T. , I. B. S.t STU DENTS I I Reports on what to do over week -end in New York. Tips ou restaurants, shoals, niotmes WHAT 00 YOU THINK? I RANI.A ADULTS 15 30 MIX L SCRIPT BATCH RADIO PRODUCTIONS Series based ou mental and psychic phenomena. True experiences WHAT YOU DOING TONIGHT? INTERVIEW FAMII.Y i 15 -30 MIN, 1 -5:1 WEEK LIVE k E.T. ROY DE GROOT An around -the -town most aith potable wire recorder show, how people find entertainment Suce c,sta are vanabte depindmg on ty is Of production sponsor desires. no figures are given. F Available over the Iotrreolleglute Broadcasting Syatrm .ndy. ..This fig are only for a production slILS star names. ttVV ith naine guests. $2503. 30 SPONSOR Eoip1oyeeS Labor Relations part of radio's 401111111'1cial job No matter what the primary objective of a commercial radio program, if it's doing a complete job it is also serving as an employee relations medium. It may be able to do this without prior planning but it functions best in selling manage- ment to labor when this isn't left to chance. And it isn't left to chance today by most intelligent users of the air. At one time unions looked upon any employee slant in a consumer broadcast as an attempt to build a company union but today most of them (AFL, CIO, and many independents) feel that anything that can be done to give stature to the working man is to be encouraged. U. S. Steel tributes during the George Hicks commentary on the Theatre Guild of the Air to employees with good safety records, to father -and-son and brother teams of workers, his salutes to men who have climbed up through the ranks, have definitely helped labor and management at practically all U. S. Steel plants, cover- ing over 250,000 employees. What goes out over the air is only part of the employee relations job. Bringing the broadcast program itself to em- ployees is also a vital factor in building a smooth- working production group. Both labor and management realize that law, unions, and management together can't build good morale -that not even a high base pay is the answer. A few malcon- tents can slow down a production line to the point of destroying an entire schedule. The big problem is to make everyone want to do his job. DuPont, Prudential Life Insurance, the AUGUST 1947 electric light and power companies, as well as U. S. Steel, are just a few who travel their programs to their employees. Du Pont has taken Cavalcade of America to Wilmington, Newark, N. J., Charles- ton, W. Va., and Richmond, Va., where the rehearsals, broadcasts, and repeat airings were all seen by groups of du Pont employees. These personal appearances don't just happen. They're staged with plenty of show business acumen. In the lobby of the theaters from which they are broadcast there are usually a number of displays to educate the du Pont working family on the number and nature of products which come from du Pont fac- tories since no one group of employees works on more than 5 per cent of the products that carry the du Pont trade- mark. To build employee respect for the Employees meet the corporation's products in the lobby before witnessing a broadcast products on which they and their fellow employees work is a keystone in achieving consumer acceptance. Employees can't get that "our product" feeling unless they see the products. That's why when Cavalcade of America travels it carries with it a complete display of du Pont products from Duco to Nylon. Once the employees are in the audi- torium to witness rehearsal, broadcast, or repeat airing they are entertained by a well -staged warm -up. The cast is intro- duced and production details explained, the sound man goes into a demonstration. and the star of the program (in Newark it was Joseph Cotten) does a comedy routine with Bill Hamilton of the du Pont advertising department. Before the planned patter Hamilton makes a straight presentation on the whys and wherefores of the Cavalcade and sells du Pont and the employees to the employee guests. Star autographs are part ofa broadcast for employees. Here two little girls meet Joseph Cotten The patter between the star and Hamilton is sprinkled with allusions to the plants whose workers are in the audience and to employees whom all the du Pont men and women in the area know. It's typical after -dinner speech stuff but the average working man and woman doesn't get to many banquets, if any, during a lifetime. They just eat it up. Even if the entire framework for the broadcast weren't staged, many of the employees would go away from a live broadcast exhilarated. Big network broadcasts in the flesh are not available regularly and it's a special occasion indeed when one comes to town, an occasion that builds better labor- management feeling all the way along the line. In the case of the du Pont -Newark broadcasts 60 per cent of all du Pont employees in the area requested tickets for the broadcasts or rehearsal and actual attendance figures U. S. Steel workers dressed up to see "Theater Guild of the Air" broadcast in Cleveland exceeded 10,500. 32 SPONSOR Chicago's Medinah Temple auditorium holds thousands but Steel employees filled every seat for "their" program's presentation of "Golden Boy" There was sòme discussion prior to the salesmen personally during the first three over 200 prints of the film (some 16mm broadcast of having a dinner for news- months he was on the air. He wanted and some 35mm). paper men, du Pont local executives, and them in the act. He made calls with Now over 480,000 of the 600,000 em- visiting firemen, but that was vetoed them on prospects. Being an ex- tea -and- ployees have seen the film and feel that because it would have detracted from the coffee salesman (Youngstown, Ohio) he the Telephone Hour is their program. broadcast's being an employee gesture. A considers himself Prudential's air-door- The picture has as a matter of fact been reserved section for important du Pont opener. One afternoon a week he still seen by millions, because many local executives at the broadcast was also ruled addresses a group of salesmen and his theater chains have run it as a short out for the same reason. At the well - commercials are sent to all Prudential subject despite its commercial aspect, planned employee broadcasts, the men before they are broadcast so the it's that good as entertainment. This is Colonel's lady and Judy O'Grady sit next doorbell- ringers feel that the show is the most successful attempt thus far to to one another and don't know the planned to help them. Jack Berch film a broadcast show designed to reach difference. traveled last season and will travel this the employee. Westinghouse and Ches- That goes for the Theatre Guild of the fall and winter again and when the terfield tried the idea some years ago, but Air's visits to Pittsburgh and Chicago for show travels the salesmen employees are the results weren't as good, either as U. S. Steel as well as the Prudentia: never overlooked. employee relations or entertainment or in Family Hour and Jack Berch's peregrina- Like the Family Hour, the Telephone their merchandising implications, as the tions for Prudential Life Insurance Com- Hour isn't in tune with what a great Bell Telephone tie -up. pany of America. number of the Bell Telephone System While the employee side of broadcast The employee relations job of a life (A. T. & T.) employees hear regularly. advertising is important, agency men insurance company differs from that of While the program always salutes the stress the fact that it must never be most other companies. Fifty per cent of 600,000 telephone company employees, forgotten that a broadcast is, first and their employees are salesmen, salesmen the company is frank to admit that they foremost, entertainment. The Aluminum whose day -to-day income depends on don't expect much more than 20 per cent Company of America tried to overcome actual sales. These men are hard to sell of the 600,000 ever to listen in to the both a negative labor policy and a nega- on any advertising medium. They still broadcasts. Nevertheless there had to be tive public relations job, both very evi- look upon the class Family Hour as the some way in which the employees could dent toward the end of the war, by Prudential president's personal project. be impressed with what the company was presenting Lighted Windows, the story of But Jack Berch is another matter. Berch doing. So they filmed a typical Telephone an average American family in wartime. talked with several thousand Prudential Hour with Joseph Hoffman and made (Please turn to page 47) AUGUST 1947 33 HrSpollsorAsks... --11 --Singing commercials arc ctlìeetkc. but ean be done to correct grtNiiug public antagonism to thew vilh- tHl tlearoNinr their selling iutlacl''. Thomas H. Lane Director Sales Promotion and Advertising Rexall Drug Company, Los Angeles require a self-winding silver- tongued bad production will make a bad spot - orator with lungs of brass to "expose" its just as they will make a bad radio show. merits, we'd hire a hall, not use spot When the advertiser takes care to do the radio. (We've had to hire no halls so far, the job well, the listener will take the Pi4k 4`d Panel thank you.) 10. Finally: Engage good capsule without gagging. talent. The best is none too good. One suggestion -keep the number of answers Remember your singers are your sales- sales -points down. Don't ask even the men. Don't "chisel." You want singing best lyricist and composer to include a 31r. Lane spots that are "able ": sing -able, like -able, word -picture of the founder and factory memor -able. Be willing to pay well for in twenty seconds. them. If the spots are appetizing to the DONALD S. SHAW That's a rather ear, they'll be motivating to the mind. Vp and Radio Director difficult question To sum up: Geyer, Newell & Ganger to answer specific- Say it simply. ally. First, let me Say it quick. First, is it quite ask the sponsor a Say it often. fair to attribute question. Who's Make it stick. "growing public to decide which End of pontification. antagonism" to- singing commer- CHESTER H. MILLER ward all jingles? cials are accept- Director of Radio Wotíldn't it be able and which are Calkins & Holden much fairer to say not? Make it two that there is grow - questions. Who or can, set a will, ing public antag- standard of what constitutes a listener - The answer to onism toward acceptable, commercially successful type the problem of "those jingles of singing commercial, one that will keeping the sing- which are one hundred per cent adver- correct or avert in the affairs this "crisis" ing commercial up tising and zero per cent entertaining ?" of the advertising fraternity? The other to par in sales im- The jingle has proved very effective as fellow's opinion may be as good as mine, pact rests squarely an advertising tool for the simple reason it says here, but inasmuch as the other on the imagination that we are probably the most music - fellow's opinion hasn't been asked, and and skill of the conscious nation in the world. Music is mine has, I pontificate. shall proceed to creator. one of our fundamental forms of enter- Here's our formula: Radio is, most tainment. 1. A simple tune. 2. Simple lyrics. unfortunately, I f a jingle measures up as a truly enter- 3. Simple copy. 4. A smart basic idea or sheep -like in its trends. A whacking good taining song (or songlet) and, if it satisfies "gimmick" that will have "memory" musical spot by Pepsi -Cola caught the our national yen for words and music, it value. 5. Keep spoken lines to a mini- ears of the listener, and overnight every- will be listened to, and, depending upon mum and, so far as possible, incorporate body and his brother were doing jingles. the degree of its cleverness, will be re- the "sell" into the lyrics. 6. Decide Advertising amen are no exception to membered to a greater or lesser extent. which major "benefits" of the product the rule when it conies to being frustrated However, we must remember the are to be stressed. 7. Incorporate not Poet Laureates- they're maybe the worst psychologists' warnings that the d'stance more than three "benefits" in the lyrics and the temptation to write a bit of between love and hate is less than the of any one spot. S. Select a simple tune doggrel verse is strong. A few bars of thickness of a piece of paper, and make (original or public domain) to fit lyrics. music are added, giving the spot sound our jingles really good. We must put Tune should be rhythmical; lyrics sing- and fury but all too often signifying real thought into therm -good ideas able. Both should be easy to grasp when nothing. A "quickie" choral group cleverly worded and not try to get by heard through the listener's loud speaker. records the thing -and the unhappy with a jingle consisting of the name of 9. I f the nature of the product is such (or listeners reach for the switch. the product plus a tested selling phrase the sponsor thinks it is) that it would Bad material, bad performance, and set to just enough sixteenth notes to fit. 34 SPONSOR In my opinion, a clever commercial lyric matched with a good melody will not face "growing public antagonism" and will always carry a selling impact. WALTER CRAIG Vp and Radio Director Benton C2 Boudes, Inc. The solution is better program- ing! I hope the movie version of The Hucksters (demonstrating spot radio at its worst) will not be ztacti THE SCORE i taken too lightly by station man- agers, agencies, WFBM is 'way out in front, with and their clients. In buying time for a network show, twenty -five per cent more listeners in the agency and client look first at pro- Indianapolis than our nearest com- gram adjacencies and the network in turn looks at the proposed show to insure good petitor!* Twenty -five is a lot of per programing. centl.t m. Just one misplaced spot jingle can IN THE HOLE cause a great loss to any network station's share of audience. Stations have been too And there are lots of people in the anxious to sell spot-jingle time without actually knowing anything about the Indianapolis trading area - just a spot, other than the name of sponsor. the couple hundred thousand shy of two Recently we tested the use of our Listerine Tooth Paste Jingle as a replace- million people, according to a recent ment for the first live commercial on one of our locally- produced Quiz of Two Cities survey. City dwellers, suburbanites, shows. We quickly expanded the "jingle" small towners and farmers live within to all 26 markets because of the many ON DECK favorable comments received from both range of WFBM's transmitter. management and listeners. The jingle proved to be a production improvz.n ant illf The "singing commercial" has been a Reach the rich Central Indiana market profitable enterprise to all concerned, but effectively- through radio. Radio in its sales impact will be greatly curtailed unless serious thought is given to proper Central Indiana means WFBM, basic programing. RAY H. KREMER outlet for the Columbia Broadcasting Director of Radio AT BAT System and a regular visitor in Indiana Lambert and Feasley, Inc. homes for twenty -five years. I disagree that *Total rated time periwL, )lay -June Hooper listening index. singing commer- cials are gaining disfavor with the public. Dealing with a number of these musical spots in our own organ- J ization, we have AFFILIATE: Columbia Broadcasting System made a private BASIC survey in the field to get the actual viewpoint of Mr. Aver- B M Represented Nationally by The Katz Agency INDIANAPOLIS age Layman. I founi there is no growing public antagonism to singing commercials. (Please turn to page 48) AUGUST 1947 35 OUR PRO M ISE for JULY In June Iv(' wrote: -The J ulY Facts I.(liti(n IviIIihC 10O% II('N 1l('11 to vital information on spot. nehs (rk. programing. merchandising that sponsor and agClt('N" need to 4'11i4CIiYCI.- use broadcast advertising this fall. ,1 unique compendium in readable. useable SPONSOR Sh I C. 1 uu'll cherish your C(1Y. 'fake our word for that..' "Fur the first I haw had the ex- 71íe July issue of'I'll\ jlll( is a knock- perience of puking tip a publicat' the out.- Howard Yeigh contents of %.hith, fr .over to eoxer, J. Walter Thompson Co. impressed Inc. as Itaxiug been prepared for me and use alone." "... my heartiest congratulat s on the C. E. Hooper outstanding issue officially labeled Vol- C. E. Hooper, Inc. the . I, \o. 9. I ant confident you hale retched r pl. .iitary letters f all "F:xerx ill's issue seems to out- phases of the radio industry'." P. A. Sugg distance the pre. s one. For our WKY promise the Judy issue is a real humdinger . und such an issue %sill remain close "1 was gratified to notice the terrific at hand for a Zoug lime to r t of space that yon devoted to E. P. J. Shurick spot broadcasting in this issue (July). Free & Peters 'l'oo many trade papers these days seem to Isaxe forgotten that spot as an adxer- fulfilled tising medium in and of itself still exists Facts issue is hest 'lout Jill. the one of and is ¿rowing and working ef1eetixeh any trade paper at aoy ' time. Yon for adxertisers. . . . it's pleasing also to deserxe s. I hearty rongratulal ran see au industry paper of standing hack use a couple extra oopitts, up our story x.ith facts.' H. C. Wilder Wells H. Barnett Jr. WSYR; John Blair & Company "Your current issue (July) b. the hest hi I used "I illy trip to Chicago your let. It lias a tremendous: ut of &I sor ('heck List (July issue) to seo inforniat in it :nid typographically lox. we mere doing our radio twro- will' it's the best III Mere a sponsor -heaven tuotion,fur''I he Big Break."' forbid -I xoultln't be without it." Joe Leff Paul Denis Adam Hats New York Post OUR PROMISE for SEPTEMBEIi In lugust we write: "SPONSOR for September (NAB Evaluation issue) reports to the NAB membership on I111NS sponsors and agencies regard the Association and its activities. 100 sponsors speak their minds. For the fir&,t tiute they tell what they think the NAB should do, Lo.. it's doing. An issue of immediate and lasting vainc. Pott can hank ou that." Additionally, the NAB Evaluation Issue will carry a full complement of big facts - and- figures stories. Some of these: the first NATIONWIDE SPOT PROGRAM DIRECTORY; the inside thinking of a top drug sponsor; report (one of series) on the first advertising agency department to conic under the SPONSOR micro- scope; block -programing ... what it's doing for national spot advertisers; "In- surance on the Air''; the shifting agency scene. Published early in September, the NAB Evaluation Issue will also be distributed to delegates at the \AB Convention. APO BER NAB EVALUATION Issue Advertising forms close 21 August FORJOE METROPOLITAN RING 1HE BELL FAVORITE STORY Radio Station KTUL, Tulsa, Oklahoma, A Zit, transcribed production MARKET Monday through Friday, 2 2:25 p.m. cst Radio Station WMAQ, Chicago, Saturday, PROGRAM: This is a small -time version 10 -10:30 p.m. cif of the network program Beat the Band, PROGRAM: Frankenstein was picked by STATIONS which was last heard with Hildegarde. Fred Allen as his "favorite story" and It's effective and moves with the impact Ronald Colman naturally decided that of a coast than play the 1lleutm%n -to- coaster. While the network he'd better narrate rather WKAP program played to the studio audience, noted Dr. Frankenstein himself. Ed- KVET _1utin this program has members of the home mund MacDonald was selected to bring audience use a postcard on which to list to air life the man who conceived a * WOR L Boston the tunes which they feel the cast in the monster and he did a grand job on this studio can't either sing or play. The airing. The production is definitely WFAK Charleston, S. C. success or failure of this formula depends literate, not over -sensationalized, and yet basically on the ability of the me and the it gets the most out of Mary Shelley's WTIP Charleston, W. Va. musical "brains" to ad lib without sound- spine -quivering tale. One -shots (broad- Chicago ing hammy. Jack Alexander handles the casts complete in themselves) are gener- WSBC me chores well and the entire cast backs ally poor vehicles with which to build a **WJBK Detroit him up. The program never stops to take listening habit. The framework of its breath and it's not only good enter- Favorite Story, however, with Colman KNUZ Ilonston tainment but fine home audience partici- setting the stage for each broadcast and pation as well. If a dialer comes up with some notable picking his or her favorite KWKW Los Angeles a song the cast can't play they ring the tale for the occasion, permits of a con- bell in the studio and send him $5.00. tinuity of listening which overcomes (as WNEX Macon COMMERCIAL: Sponsors of this program Lux Radio Theatre and Screen Guild are a cooperative group of merchants in a Players do so effectively) the negative of WHHM Memphis new Tulsa suburban district. Commer- broadcasting a series of unrelated plays. KARV Mesa - Phoenix cials revolve so that all the retailers are The production is smooth (this is the plugged during the week. Since the very 14th of the series) and everybody con- WMIN Minn.-St. Paul spirit of the program is communal (every- cerned, especially Dorothy Scott, who body gets into the act) the sponsorship plays the beloved of Frankenstein, does WBNX New York is ideal. a top-drawer miking job. Although there TIME: The hour (2 p.m.) is practically has been some feeling that the Colman WLOW Norfolk perfect for this type of program although series is highbrow, this program (and the competition is fairly stiff. Station others heard by this reviewer) are just WDAS Philadelphia KVOO has Pepper Young's Family and good radio drama. Right to Happiness, both top- rating soap COMMERCIAL: Peter Hand Brewery WWS1N Pittsburgh operas. KOME has Dance Time and Company handles its commercials in the KXLW St. Louis Jackie Hill, KFMJ has Along Broadway, same mood as the program -no hard - and KAKC, Tip Top Tunes. hitting Meister Brau selling just simple KONO San Antonio PROMOTION: KTUL has given this direct messages on the quality brew. The program the promotional works, with effect is as though the program were a K USN San Diego taxi posters, billboards, lobby displays, live show presented by Peter Hand alone. direct mail, and throw- aways. Since the That means it's a good transcribed KEEN San Jose suburban section whose merchants spon- presentation. WWDC Wash., D. C. sor the program is without a name they TIME: The program shifted on July 30 had a contest for a name with $100 in to \VGN at 9:30 -10 p.m. on Wednesdays, WHWL Wilkes -Barre merchandise as the first prize. the agency, B.B.D.ô&O., and the sponsor CREDITS: John B. Wheeler is responsible feeling it's a type of program that will get WTUX Wilmington for handling this ad -lib production and a better audience earlier in the evening. deserves plenty of credit since ad -lib PROMOTION: Peter Hand has permitted except in New York except in Chicago programs are the most difficult to do. the program to carry this one. Wally lines and Marjean Fox are the CREDITS: The Ziv organization deserves vocalizers and usually they sound re- a bow for not putting any razzle -dazzle Forjo? Offices hearsed on their numbers, which they in the show. It's presented just as good aren't. Credit also should be given the entertainment and that it is. The New York Chicago Philadelphia instrumentalists, Glenn Hardman, Robert music is adequate, the technical handling Pittsburgh Washington Baltimore Wortley, Denny Cole, Ruban Cohen, of the best. Favorite Story won't startle and Cy Toomis, who get right into the the world with any record- breaking Los Angeles San Francisco spirit of Ring the Bell. The idea was only Hooperatings to start with -but it's passable on the networks; it's top enter- almost certain to create a top listening tainment in Tulsa. habit. It's that kind of a program. 38 SPONSOR BORDEN SUNDAY EVENING SUPPER CLUB WNBT, New York, NBC -TV, Sunday 9:11 -9:29 p.m. est i PROGRAM: It's tough to tie variety programs together into a package. Set- ting the performers in a floor show that Buyers. strolls among the paying customers is effective, as long as the customers seem Time real. They did in the Borden Supper Club. The camera handling was good and the suppers did a better job than many a group of extras in a screen production. Wally Boag, who doubled as me and rubber balloon comic, wasn't as relaxed as the extras. When he's handling his sell regular patter a; he makes dogs, monks, the and whatnots out of balloons he's slick but when he's reaching for a cue for the ENTIRE m há entrance of a performer he's as messy as And 90% of this BIC market, which is outside of Omaha, is bubble gum exploding in your face. made up of families that have an average cash income of Best of the three floor show was (8.000.00 per year' Sell the ENTIRE Omaha n, ,rket with one -name .E BIG sntem 1'r,sramm, d :ni "powered" f .r c _,r , Patricia Bright, whose Hildegarde and NO* pV AIIIIS SEE YOUR FREE 8 PETERS MAN Katharir e Hepburn impersonations were or write to HARRY BURKE top night -club material and came through the air into the home as good fun too. Miss Bright looks as well as sounds the Tuesdays she Lisa Kirk parts characterizes. had Thursdays an easy charm and an informal approach that charmed her viewers. Her songs, Saturdays Omaha, Nebraska unfortunately, were nothing sensational. The final act introduced was the dancing SEE OTHER OFFERS IN THIS ISSUE Cansinos, standard floor show act. COMMERCIAL: Elsie, the Borden cow, handled most of the commercials. Hav- ing Elsie visit the club is a smooth idea but the manipulator (Elsie was a marion- ette) apparently didn't know his controls "I BCing you"... in INDIANAPOLIS and everything Elsie did was heavy - handed. Her voice also lacked bovine charm and when she went into the com- mercial, using the headwaiter who spoke Us" Rates High with a Brooklyn brand of French as a "Baffle foil, it was all slightly ludicrous. The night -club name in lights gave Borden a on the Hilarity Parade nice flashing plug and the product pic- tures were clear and effective. It was "Baffle 1:s;' the new WI BC show heard Tuesdays and only Elsie that didn't come off. Thursdays, at 11:30 to IL:45 a.m., is fast attaining a TIME: Nine p.m. is a good time for a pinnacle position on Iloosierdom's hilarity parade. This night -club variety program. What was fun -packed fifteen minutes of music and merry-making has bad about this was the spotting of an Jack and Paul stroking the strings and debonair Mike overdone musical short picture right Dunn as emcee. When these two solid senders fail to deliver before the program, taking the edge off the tunes requested by studio and stay-at-home audiences the live show. (By the way, the picture ... then "Baffle Us" gives with the gifts. For its Tuesday has been seen on WNBT several times - and Thursday sponsor, this fast -paced program is pulling a grand way to chase an audience.) an ever- heavier mail response. And for the advertiser Winchell (ABC radio) is still tough com- is'ho is seeking an upswing in Indiana sales. a NIonday- petition and it'd be wise to select an hour Wednesday- Friday edition may well be the answer. Ask right before or after the lotion -man. your John Blair ìlan. CREDITS: Garth Montgomery did a better NATIONAL REPRESENTATIVES job with this than he's done with his JOHN BLAIR It COMPANY previous video Kenyon and Eckhardt (Borden ad- agency) assignments. Some 1070 KC of the continuity was sticky but over -all it was adult. Fred Coe who handled the 5000 WATTS actual airing of the program caught the night -club feel all the way through. If BASIC MUTUAL he wasn't able to put the Cansinos over, very few other directors have been able to make television-dancing home enter- tainment, either. The INDIANAPOLIS NEWS Station AUGUST 1947 39 To Shire or Not to Share an Audience ', Every program planning board of a many snap conclusions derived from re- minute -by- minute audience but also sponsor or an advertising agency is search this is not true. This is because where it comes from and where it goes. faced with the problem of whether to the 34.3 per cent average evening listening Sani Barton's Industrial Survey main- compete for a share of the existing audi- during the midseason week represents tains a panel type of day -to -day study of ence for the period during which it is several times that number in actual radio listening and while he's not pre- scheduled or to endeavor to bring part of homes that had their receivers tuned in pared at this time to release his findings the potential audience that's not tuned in at least part of an evening. The average generally, certain interesting facts have to turn on their receivers in order to hear does not take into consideration the turn- been made known to advertising agencies the new show. The problem seems vital over factor. and networks. when figures for listening are compared Hooper's type of survey (coincidental \Vhat both Nielsen and industrial Sur- with the available audience, i.e., men and telephone checking) reveals only whether veys indicate is that audience turnover women who are at home but whose sets or not a home is listening at the specific for many programs during any one -year are not turned on. Taking a midseason time when called and then only whether period is as high as 240 per cent (2.4). rating (February 15, 1947) and using it is listening at the specific minute during in other words a program with a Nielsen Hooper's average available homes, 81.4 which it is called. How much of this rating of 26 actually might be heard by per cent of the homes of America could audience for this program turned re- 62 per cent of American homes at some have tuned a program during that aver- ceivers on specifically to hear the pro- time during any one year. age evening; yet the Hooper sets -in -use gram checked is not available from the This does not mean that every pro- figures reveal that there were only 34.3 Hooper reports, nor does Hooper en- gram has a turnover of 240 per cent dur- per cent of the total American homes deavor to supply this type of information, ing a year but that many programs do. actually listening during that report except through his diary studies for What it does mean is that the untouched period (week of February 1 7 inclusive). individual station areas.' Two other re- audience during the midseason week used This might indicate that 47.1 per cent of search organizations. however, do have as a base for this analysis is not the differ- the homes in America during that week such infomiation available: Industrial ence between available homes (81.4 per didn't give a darn about anything on the Surveys and A. C. Nielsen. The latter, cent) and the average sets -in -use figure air and that this 47.1 per cent was an due to his having an audimeter in every for the period (34.3 per cent), but actually audience that might well be analyzed and home he surveys, is able through this re- a far smaller number. The actual not- sought after by an advertiser. Like so cording device to tell not only the listening figure for this base week no 40 SPONSOR doubt would be very small. This is panded to a Half hour, Meredith Willson's because even the 81.4 per cent is an program was a neat musical 30 minutes, average figure and does not mean that and Queen For a Day and Heart's Desire none of the other 11.6 per cent of Ameri- are just two variations on the standard NOW can homes used their receivers during the give -away themes. None of these shows it can be known week. There is little doubt but that a or any of the other variations on proved good portion of the total homes owning themes were devised to bring non- HOOPER and CONLAN receivers (93 per cent of all the homes in listeners to their receivers. the U. S. A.) used their radios during While it is true that there is only a tiny _ LONG HAVE SHOWN HOW some evening portion of the base week. segment that doesn't listen at all, it is If the turnover figure of 2.4 were to be also true that there is a tremendous audi- KMBC accepted it might mean that 82.3 per cent ence that listens only to a selected group of American homes (34.3 times 2.4) used of radio programs. It is possible to de- IS FIRST IN their sets during the week of February termine through diary and Nielsen METROPOLITAN f I -7 (the week of the February 15 report). studies the listening habits of the casual Thus it may be seen why programing dialer. Having this information at hand KANSAS CITY for the audience that doesn't listen very it might be profitable to build a program often lands both sponsor and advertising addressed to this audience. County Fair agency in the microscopic rating depart- has done this for Borden's. The Eddie AND ment with very few listeners to sell. Dowling Big Break amateur presentation out in the states General Foods tried to find an answer to will try to do the same thing for Adam the clamor against daytime serials with Hats. Both Kenyon and Eckhardt an intelligent mystery series, Two on a (Borden agency) and Biow -(Adam Hat LOOK AT THIS SURVEY Clue. After a year and an investment of agency) are promotion- minded and ex- nearly $400,000 they were forced back to pect to be doing a continuous exploitation 5,545 INTERVIEWS a soap opera. NBC's million dollar in- job. The history of Take It or Leave It vestment in Fred Waring has been able (sPoNSOR, December 1946) is the perfect SHOW THAT to gather only 5.3 per cent of the Ameri- example of what promotion can do for a can homes against Breakfast in Holly- new program. The $64- question -excur- wood which during the same half hour ties KMBC sion was something new in quiz programs onto 7.4 per cent of the homes. (Week of when it hit the air and the Strauss (Ever - IS FIRST IN February 1 -7 is used as the base through- sharp) organization didn't rest a minute ANSWER TO THE QUESTION out this report.) The Fred Waring pro- either selling the show or its product to the gram was number 32 among the 77 corn - radio audience. Do you listen on the radio mercial daytime programs on the air for It's good business -in the long run -to to women's homemaking the week checked. which Fall plans call segregate an audience that isn't being programs? To what station? for a shift in Waring the air time to reached by current broadcast programing 10 a.m. est may change its rating. MISSOURI KANSAS -as long as it's realized that a good part This doesn't mean that a new type of of the set owners listen a great deal and program won't bring more listeners to practically all of them listen at sometime KMBC 1,334 869 their receivers during the day or evening, or other. It isn't good business to pre- WDAF 733 526 does but it mean that the immediate sent a new formula on the air unless the answer WHB 335 115 to larger audiences is not some- advertiser is willing (Johnson Wax was, thing different for "the audience that with Fibber McGee and Molly) to look WIBW 16 352 doesn't listen." In the daytime, the upon his broadcast advertising with a KFEQ 75 16 phenomenal growth of the breakfast club long -term approach. Dials flash a don't (Top five stations Weighted type of program has proved the reported. som- that red light and stop just because the pro- ple base: 5,545 interviews within KMBC's woman who is at home will listen to gram at that spot happens to have a new 0.5 my contour -1% of orea's rodio fom- something dies - BMB's "Radia Fomilies : 1946 " - con- besides soap operas. Super- idea the audience. Ideas pay for off- ducted by Robert S. Conlon & Associates of man's excursion in anti -hate story lines but not unless the advertiser has them Missouri Stote Foir, Konsos Free Fair and has Americon also proved that something different tied to his apron string and is willing to the Royal livestock Exposition.) will pull. Superman rating for the base take the long -term view and permit some- week was 4.2, leading most of the juvenile thing else to do the selling while-ears AVAILABILITY programs broadcast during the "children's discover the vehicle that's carrying his -The Happy Home" with Nationally Famous hour" CAROLINE ELLIS (5-6 p.m.). message. radio Wednesday -4:15 P. M. New programs must be willing either to It isn't only "new" ideas that are fun WIRE FOR DETAIL do a continuous promotional job, broad- to work with. Fighting for a share of cast after broadcast, or else wait for an existing audience also has its recompense, audience to discover them. There were for, strange as it may seem, two programs no really "new" programs during the fighting for the same audience at the KMBC entire 1946 -47 season, unless the Phil same time increase that audience. Two Han-is-Alice Faye variation of the Ozzie of Kansas City gags produce more laughter than one. and Harriet show, or Jean Sablon's musi- Free & Peters, Inc. cal session might be called * new. The For information on diary studies see Si, u 1121-T1r Irslc C1S Stubr Is: huas aid Mltturl Morgan Show is just Henry Morgan ex- "Listeners 'Tell AU' in Diaries" page 20. AUGUST 1947 41 adcast rml disi Commercial lunches return throughout the KLX (Oakland, Calif.) Juses helium in especi- U. S. with entire menus made up of ally- inscribed balloons which read "KLX, products which are advertised on broad- No. I in Oakland." The balloons were casts from the restaurants where the shipped in boxes which when opened re- meals are served. The idea, which started leased them to rise at once to the ceilings. back in the late twenties, has the hostess Agencies and sponsors who received them WE'RE explain the value of each advertised had fun except in a few cases where the product as the food is being served. ceilings were so high that the helium - COCKY Lunches are usually planned for a low filled balloons couldn't be brought down fee with the money going to the women's without ladders, etc. . . . about the club which publicizes the particular day's meal. WHN's Ask Ella Mason uses 3,000 members join KFNF (Shenandoah, percentage of New York's famous Iceland restaurant Iowa)- inspired horticultural society. Because Helen Field Fisher, KFNF authority on renewals and charges $.99 per meal. There are yearly prizes for both luncheon guests and home gardening and decoration, liked Hemero- nearly perfect! listeners. callis (hybrid day- lilies) she used her pro- - gram to organize a society to further "Highways in Melody" really hits the road interest in toe variety. Results: July 12 IT'S as part of its NBC summertime series. and 13 brought out 300 exhibitors and broadcast the listeners for a MUTUAL Each takes over 3,000 visitors for a midwest flower WIP tuneful simulated drive through some show. In one year Mrs. Fisher and her PHILADELPHIA'S PIONEER VOICE section of the country, with special con- program built membership in the society tinuity being written by Berton Braley, a REPRESENTED. NATIONALLY BY from zero to over 3,000 ... and added newspaper man, foreign correspondent, few listeners for the station also. GEO. P. HOLLINGBERY CO. and poet. Music local to each area through which the broadcast travels is used exclusively on each broadcast. The program is receiving much attention in each section of the country promoted. WPEN's promotion of its "Miss Greater Phila- delphia" contest brought window card dis- plays by 100 record dealers, 300 electrical appliance stores, 75 Sun Ray drug stores, 300 and beauty shops. Application L!r towfw blanks for local beauties who want an opportunity to compete for the local title and later the Miss America crown are 3p4r u'Dsu broadcasts 5000 watts made available at each store displaying a from the French Quarter to card. Stations are now taking franchises the Gulf and South Louisiana listeners. on Miss America preliminaries which in From daily association with time.honored have been held almost entirely Neu. Odra"; jNIhlMI /ON, V'DSU has the past developed a high quality of integrity. by newspapers. A number of TV stations 1,1'DSU devotes program lime repNlor/s would love to buy a franchise but at -and exclusively to the St. Louis Cathedral. the International House, Moisant Inter. present it's all a case of dollars and cents, national Airport. Tulanc t'nivcnity. which video stations just don't have I'nion Station.the Municipal Auditorium. and available for promotional programing at Symphonies Operas. Vi'DSU's dominate Hoop - this time. r1111111IN crating proves that hon. oring local institutions Drew Pearson's "Green Hat" awa.d (ABC` creates high listener Offices in Chicago loyalty. New York Detroil 11 ties his sponsor, Lee Hats, into the pro- Y St. Louis los Angeles San Francisco gram even better than before. Pearson presents a fine green Lee hat each week to the man who he believes has dis- V o o e G tinguished himself in "making democracy New Orleans -/ JOHN live." Koret adds 60- minute e.t.'s to its merchan- BLAIR dising, sending them to all Korat of Cali- fornia Koret supplies disks, E, COMPANY dealers. the NEW ABC the dealer buys the time and ties his ORLEANS Aliiliote YSIStNTING 1tAOING OADIO STATIONS line of WDSU 5000 name to the Koret young ladies' 1280 kc w.,,, sportswear. 42 SPONSOR igllod and unsigned ''; ,4 49.enct ne4á.artttise1 &uasseleá. NAME FORMER AFFILIATION NEW AFFILIATION Marjorie Adler CBS. Hollywood, script dept. Ralph H. Jones, Cincinnati, copy staff Howard Alber E. Bradford Hening, Philadelphia (dissolved), Alber & Ilening, Inc., Philadelphia (new), vp, secretary creative director John W. Anderson Jr. Dorville, Philadelphia, account executive Laurence A. Anderson M xon, Los Angeles, executive Macauley. Los Angeles, account executive Jerry Arnold Logan & Arnold, Los Angeles, partner Beaumont & Hohman, Los Angeles, account executive John M. Ball Ill Army Boyse- Bradford, Saginaw, Mich., account executive. public relations director Betty Barrett Donahue & Coe, New York Cecil & Presbrey, New York, timebuyer Fay Evans Biggs Kastor, Farrell, Chesley & Clifford. New York, Morse International, New York, assistant copy chief copy writer Allen G. Bishop Puritan Co. of America, Chicago, sales, adver- Swaney, Drake & Bement, Chicago tising manager Thomas K. Bonde Young & Rubicam, Bureau of Industrial Serv- John F. Whitehead, Los Angeles, account executive ices. Los Angeles Randolph M. Browne Jr. Foster & Davies, Cleveland, in charge new busi- Geyer. Newell & Ganger, Detroit. account executhe ness Lillian Pechin Burnside Free lance radio writer, New York Briggs & Varley, New York, account executive, radio coun- selor E. Austin Byrne Sweetser, Byrne & Harrington, New York, execu- Same. president tive vp Malcolm C. Choate United Fruit Co., New York, sales promotion, Cory Snow, Boston, media, research director dealer service dept. Edgar W. Clark Kircher, Helton & Collett. Dayton, account Same, director sales development, marketing executive Veda Clark Vogue Merchandising Service, associate editor H. B. Humphrey, New York, copy staff Reginald V. Coghlan Compton, New York, copy supervisor Ruthrauff & Ryan, New York, copy staff Russell K. Crenshaw Management Planning, Inc., New York, vp, Hill & Knowlton, New York, research director director Kenneth Crony Providence Evening Bulletin, Providence Journal Harry M. Frost, Boston, new business dept. Spencer W. Curtiss Spencer W. Curtiss, Indianapolis, president Same, board chairman Arthur J. Daly Peck, Hollywood, manager Rogers & Smith, Los Angeles. account executive Winfield D. Davis Sweetser, Byrne & Harrington, New York, vp in charge copy John J. Downey Majestic Radio & Television Corp., Elgin, Ill. Roy Knipschild, Chicago R. Earl Dudley Doremus, Boston, account executive Wilbur & Williams Co., Boston, advertising manager Van M. Evans Deutch & Shea, New York, media director Same, general manager Gerhard Exo BBD &O, Chicago, sales, merchandising con- Maxon, Detroit, account executive sultant Benton Ferguson Campbell -Mithun, Minneapolis, vp Erwin. Wasey of the South, Oklahoma City, vp Herbert Friedman Alfred -George, New York, account executive Jimmy Fritz Boyd, Los Angeles, executive vp Pardee, Cash. Hollywood, account chief Charles Fritzche Sweetser, Byrne & Harrington, New York, pro- Same, general manager duction manager, account executive Adrien Cambet E. R. Squibb & Sons, New York R. W. Webster, Los Angeles, medical. pharmaceutical div. head Margaret Gammon Lever Brothers Co., Cambridge Herbert W. Frank, Boston, in charge household, women's products Robert M. Glass Dorville, Philadelphia, account executive Walter Gorman Kenyon & Eckhardt, New York, production head Free lance directing Sidney Handler Army Byrde, Richard & Pound, New York. account executhe Ann Warren Handrahan W. T. Grant Co., New York Alley & Richards, Boston, copy writer, merchandising specialist, women's products Skip Hannaford Hannaford. Los Angeles, owner Raisbeck, Hollywood Ruth Harrington Sweetser, Byrne & Iarrington, New York, vp, Same, first vp treasurer King Harris Edward Petry Co., San Francisco Manning, Russell, Harris and Wood. Inc., San Francisco, (formerly Manning & Russell, Inc.). partner Harold Hartegensls Rural Electrification Administration, editorial Olian, St. Louis, rural marketing director section head E. Bradford Hening E. Bradford Hening, Philadelphia, owner Alber & Hening, Inc., Philadelphia (new), president Irwin W. Hoff Block Drug Co., Jersey City, advertising manager Biow, New York, account executive Roy F. Irwin Doriand, Los Angeles, head new industriai div. James Irving Jr. E. I. du Pont de Nemours & Co. Gray & Rogers, Philadelphia, contact dept. George W. Irwin Robert Dennis. Los Angeles, account executive Irwin- McHugh Advertising Agency, Hollywood (new), partner Harold Isaacs Schacter, Fain & Lent, New York, account executive Harold A. Jacobs Buegeleisen & Jacobson, New York, advertising Robert Holley, New York, account executive manager Duncan Jennings McNeill & McCieery, Los Angeles, account execu- Advertising Counselors, Phoenix, account executive tive Waltér Jensen Free lance radio writer Pat Patrick, Glendale, Calif., account executive Kenneth E. Keene Spencer W. Curtiss, Inianapolis Same, vp Gertrude Kochring William Esty, New York, copy staff Robert W. Orr, New York, copy staff Larry Kraft Erwin, Wasey, New York, copy chief Jere Bayard, Los Angeles, radio director Roy E. Lane Gilliam, Lane & Wilson, Kansas City, Mo., Bozeli & Jacobs, Dallas, technical advisor president Leona L. La Pelle Dorville, Philadelphia, account executive Norman W. LeVally Shaw -LeVally, Chicago, partner LeVally, Inc., Chicago (new), owner Joseph C. Lieb BBD &O, New York, account executive Kastor, Farrell, Chesley & Clifford, New York. account executive Ralph L. Linder Kenyon & Eckhardt, New York, vp Blow, New York, vp in charge grocery products div. Jack R. Little Foote, Cone & Belding, Los Angeles, account Same, vp executive George R. Loebel Klau -Van Pietersom -Dunlap, Milwaukee Duffy & Fabry, Milwaukee, account executive (.url Lohr Iluffman, St. Louis. account executive l'rasa ut r F. Lustig Milton E. Bacon. Jacksonville, branch manager Jack Lyuah Own agency Macauley, Los Angeles, account executive lloruc e I.. Lyon Huffman. St. Louis, account executive Same, generai manager I). \Icllugh Robert Dennis, Los Angeles Irwin- McIlughY Advertising Agency. Hollywood (new), Phil partner N Whim C. McNulty T. R. Bauerle, Chicago. account executive A. Linn Addison, Chicago. account executive Joint 1.. McOulgg Geyer, Newell & Ganger, New York, vp Same. Detroit. manager, In charge new business Iluward Moser N. J. Newman, Los Angeles, radio, director, (toss Sawyer, Los Angeles. radio director, account executive account executive Bain 1.. Moyer Ruthrauff & Ryan. New York Sante. media manager Esther Myers Illfiman- Shane, Los Angeles, copy writer A. M. Snelder, New York, copy chief Paul E. Nev. man Paul E. Newman. Los Angeles. head Kudner, New York. member creative hoard Mark Ogden Spencer W. Curtiss. Indianapolis Same, vp (:uthurlut Oglesby. Catharine Oglesby. New York, president Warwick & Leglcr, New York, executive rapacity Robert C. l'enrson Arnold linking Corp.. public relations director Jessop. Akron. copy writer, account executive Kenneth A. Price J. Walter 'Thompson, Los Angeles. account Glasser- Galley. Los Angeles, account executive executive (:harles A. Quinn 1)or ilie. Philadelphia, account executive J.hn C)u lsanherry Jordon & Lo Buono, Lus Angeles Ilonig- Cooper. Los Angeles, account executive B. It. Rawson III Cecil & Presbrey, New York, account executive Ralph II. Jones. New York, account executive William Rayburn CBS, New York, promotion dept. Kenyon & Eckhardt. New York. copy staff Joan Itichn d Free lance copy %Titer Raisheck. IloBywood, copy staff ihtrold E. Roll KFA1t, Omaha. promotion. publicity director Own advertising agency. Omaha George A. Sams Citizens (;as and Coke Utility, Indianapolis. Own agency. Indianapolis advertising manager Lewitt I,. Sanders Jones Frankel, Chicago. director new television dept. Nile Hari Schaaf Ilouse Of Plate. Detroit, advertising director West - Marquis, San Francisco John W. Shaw Shaw- LeValiy. Chicago. partner John W. Shaw, Inc., Chicago (new), owner Steve Shoemaker Free lance advertising Michael Shore, Iloilywoud, account executive Ford Sibley Foote. (:one & Belding. Los Angeles, account Same. vp executive Fred Speights J. D. Torcher. New York Lee Parks, Greer & Hawkins. Houston. radio dept. Ted Steel Benton & Bowies, New York. vp, manager radio Same, vp, radio director dept. Ai Turner Stevens, Continental hotels, Chicago, advertising Robey Parks, Chicago, account executive puhilclty director Murton E. Vaughan Publication Corp., New York. Afco- Gravure Div. Blil) &O. San Francisco. account executive Sylvester L. Weaver American Tobacco Co., New York, advertising Young & Rublcam, New York, vp In charge radio, tele manager vision, member plans hoard Charles Wilds Ituthrauff & Ryan. New York. timebuyer N. W. Ayer, New York, tlmehuyer Earl Wilhite Tullis, Iloiiywood, account executive Parker Wund Borden Co., Sales Div.. New York, sales promo- Manning & Russell. Harris and Wood, Inc., San Francisco tion dept. (formerly Manning & Russell, Inc.). partner harry Wawdworth 1B131)&O, New York Compton, Chicago. "Welcome Travelers" radio show pro- ducer Marvin Young NBC Western div., assistant program manager Ruthrauff & Ryan. Hollywood, radio office manager Neal 49eKCrf Ar ,poiotiisseotti (Continued from page 10) NAME FORMER AFFILIATION NEW AFFILIATION Stanley I. Clark Sterling Drug Inc., New York, Bayer Co. die., Same, vp in charge Centaur Co. div. divisional vp Kenneth Collins Donahue & Coe, New York, vp, senior executive Burlington Al ills Corp.. New York. vp in charge advertising. public relations harnuni Coolidge Crowell -Collier Publishing Co., New York, safes Goebel Brewing Co., Detroit, advertising manager representative John I)Ierdorlf Pacific Power & Light Co.. Portland, Ore.. adver- Same. vp supervising advertising. publicity tising supervisor it. B. h)ottglas American Wine Co., Beverly flubs. Calif.. national Same. executive vp sales manager, in charge advertising James P. Dully Jacob Ruppert Brewery Genesee Brewing Co.. Inc., Rochester, N. Y.. advertising manager Russ lki,er Kaftn. Chicago. account executive. merchandis- iloieproof hosiery Co.. Milwaukee, assistant advertising ing director manager Sherman D. Gregory Scheniey Distillers Corp.. New York, radio adver- Campbell Soup Co.. Camden, N. J., advertising staff tising manager George IL Grinnell Schenk y Distillers Corp.. New York Arnold Bakers, Inc.. Port Chester, N. Y advertising director Lee P. Ilenrich W. I.. Stensganrd, Eastern div. senior account (fart. Schaffner & Marx, Chicago, advertising director executive Jeff Jaffe Sweets Co. of America, Hoboken. N. J.. advertis- Same. assistant advertising director, candy, grocery diva, ing dt pt. Aiden Jane. This Week Magazine, New York. advertising P. Lorillard Co.. New York. advertising director representative William Lutz WYPon Sporting Goods Co.. Chicago. assistant Same. advertising manager advertising manager David M. Margolis Reporter Publications, New York Apparel Markets, New York. women's wear div. advertising manager Charles G. Mortimer General Foods Corp.. New York. vp in charge Same, vp In charge marketing advertising Gurt !Hiker United States Rubber Co., New York. merchan- Same. advertising, sales promotion manager for Royal Tires dise manager for Royal 'l'ires Mrs. E. R. Ayers General Foods Corp., New York. vp General General Foods Corp., advertising director Forais Sales Co. (dissolved) P. I). Parker General Electric Co., Cleveland. Eastern Sales Same. Cleveland. General Sales Div., Lamp Dept., general 1)Iv.. Lamp Dept.. general sales manager sales manager George R. ('lass Generai Foods Curp., ,s'cw York, assistant to Same. assistant advertising manager, Jell -O i)iv. marketing vp Leon Pollack Helene Curtis Industries. Chicago, advertising. Gaylord Products. Inc.. Gaylord- Shelton. Inc., subsidiary, sales promotion director Chicago. advertising. sales promotion director David it. Reed Sunshine Biscuit Co., Inc.. Kansas City. New Scripto. Inc., Atlanta. advertising. sales promotion manager York. advertising manager \''alter W. Richards Coca -Cola Co., Atlanta. executive advertising Jacob Ruppert Brewing Co New York. advertising. mer- staff chandising. public relations director Stewart Roberts United Wallpaper Co., Chicago. Trlmz div vp Bendix Ilonne Appliances, Inc.. South Bend. Ind advertis- ing, sales promotion director J. 11. Stickle Westinghouse Electric Corp.. Pittsburgh, Home Radio Div.. advertising, promotion manager George ' F. Swectser Swectser, Byrne & Harrington, few York, presi- Esquire, Inc., New York, vp, director sales. advertising. dent Esquire, Coronet. Apparel Arts E. G. Tremblay. Cudahy Packing Co.. Chicago. Old Hutch Clean- Same, general advertising dept.. advertising manager ser div.. advertising manager Tully II Turney Glidden Co.. Cleveland, assistant advertisino Same, acting advertising manager manager Invid ( ;.'Natrona Dancer- Pltzgerald -tin mole. Chicago Parker Pen Co.. Janesville, Wls., assistant generai adver- tlring manager M. E. Weiner American Home roods. Inc.. New York, Chef - Weil & Cu.. Cleveland. sales. advert ising director for Ion -De Ituy -'r -Dee Quality Foods, Inc. d(r., vp In coffee charge sales, advert (sing BREAKFAST FOR MILLIONS at the first three broadcasts. Now that's sessions, women will want to go any place (Continued from page 18) controlled. As at "big city" quiz sessions but home. That's just as true in Boston, there have been audience repeaters at Grand Rapids, or Peoria as it is in Holly- the audience sit around at regular tables the broadcasts, which means it must be wood. There women get up as early as and the mc, Eddie Chase, uses a hand good fun since the gifts go to a limited 5 a.m. to get to the studios in time to microphone to get their reactions on the number of women and the diamond ring, Breakfast in Hollywood with Tom Brene- air. The program material is nothing as indicated, is awarded only once a man at 8 a.m. pst (the early hour being extraordinary but as in the case of all month. necessary in order to reach the East at breakfast clubs, it's the personality of the Coffee Time at Wurzburg's uses a uni- 11 a.m.). mc that carries the program. He hands versal attraction, an opportunity for the People are funny, but the facts in the out samples of toilet water, powder, lip- average housewife to get out of her home. case are nevertheless that Mrs. America stick, or whatever Wurzburg's would like As long as there's entertainment or a is frequently bored to death taking care sampled that day. It's his own idea to personality, since the latter frequently of home and family and is just waiting give women cigars for their husbands. He replaces what show business would call for someone to urge her to "come on out plays up the monthly diamond ring entertainment on a number of breakfast for breakfast." award (that emphasizes the 75th Anni- versary idea), which goes to the best last line for a jingle, has "Stubby," the pianist, play request numbers for the girls, and then he comes up with the gag of the day. This may run to a check -up on which woman present has the most grandchild- ren or the largest number of articles in her NOW handbag. One day he had the women letting down their hair to see who had the longest locks. He doesn't do this too often, having learned that it takes women too long to re -set their crowning glories. Women fix their hair especially for the program visit and don't appreciate having it mussed even by themselves. The winner of the gag session is brought to the platform in front of the Campau Room and Dorothy Page, the "fashion editor," presents her gift. The gift, naturally enough, is the commercial on the program. If it's a fashion item then there's frequently a quickie fashion parade (three models). If it's a lamp (as on the occasion when the picture of the stage was taken for SPONSOR) then the plat- form has a number of lamps as well as placards telling the group on what floor the lamps are sold. There's nothing heavy about any part of the presentation, since -and this is the case with most get-up - eaily sessions -the broadcasts are pri- Here's:a package packed with marily entel tafning, not instructive. plenty of selling punch! ... Three "hometown" stations with a plus of a The appeal of or coffee these breakfast rich farm market now available as a sessions was proved at the very first package network. Just one low rate to broadcast of Coffee Time at Wurzburg's. reach an area equal to 57%J% of the The initial program was scheduled for a people, 64% of the buying power of the entire state of Here's almost a day in February when Nebraska. the mercury de- Billion Dollar Market you can reach ... cided to drop below zero and snow and or less, with the Inland Group. Wire or sleet were riding on a midwinter gale. write for imme- A number of rural highways and even diate avail- abilities. Os MV M Canlav.Cem. city streets were blocked with drifts and puled from . nnç dp.q u..a.n.éro. Coal. by Inland En,Enrnq public transportation was practically Deparlmenl Co al Rad.p paralyzed. The personnel manager of the Lampe.. Ce. store was all prepared to use all her clerks THE INLAND to "paper" the Campau Room. It wasn't BROADCASTING CO. General offices necessary. By 9:30 women were standing Saunders- Kennedy Bldg. 10 deep before all the doors of the store Omaha 2, Nebraska Paul R. Fry. Vice President and Wurzburg's learned a lesson about and General Manager giving away more tickets than they had seats. There was "standing room only" WEED IS COMPANY. National Representatives AUGUST 1947 45 LISTENERS "TELL ALL" taken of audience turnover -it was (Continued frota page 21) reaching the same audience time and time again. The agency studied the diary In front of a radio receiver is certain to report and rescheduled its spots. 111.,,F111.11 ,timulatc the quantity of listening to a A CBS affiliate in the West had been degree. A small check made by a non- scheduling the Columbia School of the diary research group has thus far re- Air between Bright Horizons and Perry MONROE, LOUISIANA vealed, however, that the increase in Mason. What the School did was dissi- listening, over a seven -day period, does pate the Bright Horizons audience and not affect the validity of diary -revealed force Perry Mason virtually to start a listening facts. new broadcast day, with no audience. wif _`WM- JI Diaries pemnit of an intensive sampling Result: Perry Mason was shifted to fol- of a station's entire listening area on a low Bright Horizons and inherited a siza- stratified+ basis. Thus if a sponsor de- ble audience from that daytime strip. OTHER ALL STATIONS COMBINED sires to know just how the middle - Few sponsors are out to sell the entire income housewife listens, it's possible to radio audience. Most advertisers know give him that information. Typically, from their own research departments AND REACHESA Nutrena Mills, a farm feed sponsor, just who determines the purchase of the didn't think that they were reaching the products they have to sell. Station diary audience they wanted on a broad-coverage studies tell just who listens when. They station covering rural areas. They had are accurate indices of radio listening in each station's complete area, something sear out, uproves instructed their agency to request a shift n ono nclusively tond Y Monroe available for only spryer listeners in Ao from 7 7:15 a.m. to 8 8:15 a.m. Since one or two stations listening 11 other hos more thon o louisiono it was rural coverage Nutrena desired from any other form of research. Northeostan Com bínedl o dye rtísín9 They are made usually once a year or t í Ons leafed and since the program was on the air your time' 's c oreol bi-yearly, since unless there's a vital in this r. before coincidental surveys, no figures medium were available for them until the station change in program line -up listening AFFILIATED WITH had a diary study made. The diary fig- habits do not change quickly. AMERICAN BROADCASTING CO. ures revealed that both the actual and These studies are being made today by Audience Gf;i!!a the potential audience was bigger at 7 Surveys, Inc., C. E. Hooper, a.m. than at 8. Besides, the audience the Buck Chicago group, and a number ilia=1:11111 composition figures indicated that while of small survey organizations. The diary there were 88 men per hundred sets in idea had its birth at CBS under Frank use at 7 a.m. there were only 59 men at Stanton's research direction, details being 8 a.m. Since feed is sold to men Nutrena handled by Charles Smith. Field work TRANSCRIBED not only stayed where they were but was handled for CBS by Industrial increased the number of times they were Surveys, Inc., until other contractural on the air (from five to six times a week). obligations forced the Sam Barton organ- AND AVAILABLE It wasn't stratification that forced an- ization to drop this type of survey. At other sponsor, this time a local funeral that time the work was carried on by An parlor, to change its program and time. C. E. Hooper. Recently Benson and The station, a major market 5,000 -watt Benson of Princeton, N. J., did the field g7.4 CBS affiliate, was building and holding work for CBS's owned and operated a good share of the early a.m. audience station KMOX, St. Louis, Mo., after but delivering practically no audience to having done similar work for WHAS, the network when the station joined the Louisville, Ky. Much of the early CBS net. Diaries revealed that the program program acumen is said to have origi- sponsored by the mortuary, Treasured nated in the information developed by That's a whale of a rating, But the diaries. that's what the Texas Rangers get Memories, which came directly before at WGBI, Scranton, Pa. They get the station joined the network, was (Please turn to page 48) it with their famous transcription treasured only in the mind of the spon- service - which features the west- ìOrn fire minutes is judged 15- miaule listening. sor. Its lugubrious mood was a sharp ern and folk songs that never grow *Although today's diaries run on a °S -hoar basis. irs old. And they get the tall Hooper break from the previous programs and fair to assume that telephone mils nude every quarter at 6:30 p. m., too, when there is a hour from î a.m. to 11 p.m. (16 hours would develop chased the audience right away from the the kind of infornudion revealed an a diary. This 37 per cent sets in use figure. Yes, would be 4.5 qunrler -hour colts a day. Aetuully -tudi- Scranton listens to and likes the station. Diary figures convinced the ence Surreys. Inc.. cereal that thus far they hnren'I where Texas Rangers. It's no wonder sponsor to shift his program and to mode a diary report for a station in an aren WGBI renews year after year. Buy there is 2i -hour service. the Texas Rangers transcriptions schedule lighter music. t :era+ ¿fimlion of a sample is making certain it repre- for your sents a fair cross section of the population of the t'. S. market. They build a big Since diaries reveal audience turnover It mast include the proper proportion, of ditferenl income audience at WGBI and at scores in detail it was possible recently for a brackets, of home, automobile. telephone, and refrigerator of other stations, too. They can owners. of eternenhwy, high school. and college gradu- big station to go to an advertising agency ates. Stratification may go further than this if necessary do the same for you. \\'ire, write and include color. age, ser. and any number of foetors or telephone. and show the latter that while the agency but liti.s is not necessary in a diary study since it is o fancily report. not o study of indiriduals. In unstrali- thought that it had scheduled top - fied simple can completely invalidate research contu- audience spot announcements for a sions. The Texas Rangers atefusols to cooperate in a surrey usually stem from the subject molter but it's possible with eery little in- AN ARTHUR B. CHURCH PRODUCTION sponsor, all selected spots had the same ....Mire bring offered respondents to obtain as high as Pickwick Hotel Kansas City 6 Mo. audience, i.e., account had not been a_30 per rent return on ony simple consumer surrey. 46 SPONSOR SELL EMPLOYEES TOO (Continued from page 33) The broadcast, at 11:30 a.in. on Satur- days, carried as commercials human interest stories about men and women rs! employed by the company. The con- tinuity was leaden. And the employees BuYe resented a program "brought to you by Ti me the thousands of employees of the Aluminum Company of America" in which they had no part. The dialers stayed away from NBC on Saturdays at II:30 a.m. almost from the very start (December 4, 1943). It was just the opposite with the Wheeling Steel Family Hour which was (for the most part) composed of talent ENTIRE m mills and offices of the Wheeling from the And 90% of this BIC market. which is outside of Omaha. is Steel Corporation. The talent wasn't made up of families that have an average rash income of 59.000.00 per year! Sell the ENTIRE Omaha market with ono top- drawer but the "Old Timer" really 13IG St -ttÌ n. Pri ranur d sial "prv. rid" for -- :,r use. made you feel he was a steel puddler and SEE YOUR FREE 8. PETERS MAN if the girl trio hit a wrong note here and or write to HARRY BURKE there, "after all they weren't profes- sionals." The program, which originated at WWVA, had a great audience down in Wheeling on both MBS and ABC, and it did establish the Wheeling Steel trade NOW 50.000 WATTS name in the minds and many of the hearts of the radio audience. Wheeling SEE OTHER OFFERS IN THIS ISSUE employees still like to recall the days when the Family was en the air.* When Theatre Guild of the Air p'ayed Pittsburgh for U. S. Steel they dropped the middle commercial usually so well !.., 1.!.13.111MAJIAMIR- handled by George Hicks and brought Double the nation the 39 -voice male chorus from the Homestead Steel Works instead. (Because the chorus was non -professional Your U. S. Steel paid AFRA, the radio per- formers' union, the scale for 39 choristers and AFRA turned the amount over to Money charity, thus fulfilling the niceties of using non -professional talent on a regular big commercial airing.) At Christmas and Easter Kraft has featured the em- on ployee Kraft Choral Club of 75 voices on the regular Kraft Music Hall Thursday night program on NBC. Both the WMT Homestead (U. S. Steel) and Kraft ges- -°` tures have had the effect of humanizing the big corporations involved as well as No With WMT in Eastern gamble! . .c. making the employees themselves feel -L------Iowa you sell America's highest per . :. . =-evv. like human beings. r ;bd.M.,.---- Personnel problems can be very great capita income group. The lush Iowa ..,._.. %XX-. hurdles, as they were during the war when market includes one fourth of all e.,w.wmsz.r corporations all over the nation used time Grade A U. S. farmland PLUS pros- and talent to sell non- workers the idea of helping their country by joining the ranks perous factory income. CEDARMT RAPIDS of the employed. Most great war plants Put product on WI IT! Ask your had a regular schedule of broadcasts or your The Station Built By Loyal Listener - ship . . . Now in ifs. 25th Year! spots selling the small available pool of Katz representative for details on manpower on getting down to the job at WMTIand's twin markets. BASIC COLUMBIA NETWORK *II may be back on the air &horny. 500u watts 600 kilocycles Day & Night Member: Mid- States Group (Please turn to page 50) AUGUST 1947 47 IL BEER Beer is legal in all 48 states although of manufacturer does. Since in most LCorrtirnretl from page 15) there are some local option counties states it's barred at the point of sale opinion group uncovered the fact that which do not smile upon the brew. More from displaying outdoor signs the mate- Pabst sold almost as much of the other than 900 stations carry beer advertising rial goes into the stores, on the bars and brewers' products as it sold cf its own. at some time during each season. There's tables and walls ... and it's more often Since its the only network program it hardly a sport that doesn't gain something than not tied into the brewer's broad- has become an industry pace -setter. from beer's advertising, from professional cast program. There's been some feeling expressed by football to ice hockey, partly because of Except in local option counties and in prohibitionists that the program is paid the broadcasts but also because beer a very few stations, beer broadcasting is for in part by the brewing industry. No is one of the most conscious of all in- accepted by practically all broadcasters. on( has produced any evidence of it. dustries of point -of-sale promotion. Esti- The copy must be clean but the brewers The agency and Pabst maintain that mates are that the beer industry spends wouldn't want it otherwise. they're out to stil Blue Ribbon Beer. If four times the amount of money on beer itself profits, well and good, but displays, posters, coasters, and all sorts MR. SPONSOR ASKS: that's not the Pabst objective. of printed matter, than any other type (Continued front page 35) In fact, ,ti1r. A. L. feels that if we must have commercials he'd rather they'd be musical, provided they are well done. Just to blow our own horn a little, and that of the Yellow Cab Companies, we've produced a Yellow Cab Jingle that has caught on around the country. From Annapolis, Md., the station manager wrote us, "We don't have your Yellow Cab spot scheduled on our morning all - 78 request record show. But telephone calls come in from listeners regularly request- ing this singing ad ... Local Yellow Cab 15 MINUTE drivers are peacock -proud of their snappy commercial." TRANSCRIBED Granted, a few of the singing com- mercials around grate on listeners' ears, but only because clients have not chosen PROGRAMS them with care: care in production, cleverness, and ability to make people remember the name of the advertiser. This program, designed for For instance, from this office comes a teen -agers or any old -agers, jingle version one the most boils down big ideas into -i:ed of of simple, human terms, points sacred of news items -the original musical out the advantage of FREE weather forecasts. They've been tailor - ENTERPRISE. made and popular on stations all over the country with never a complaint of any sort. A clever jingle won't disturb anyone, will please many; but it must be wisely chosen. Irony of it all is that as a radio announcer I have sold products with talking words for many years. Now LAUGH as Snuffy with my production agency I've found singing words most successful. learns the hard way. CHARLES STARK Charles Stark, fnc. Snuffy is the busiest LISTENERS "TELL ALL" (Continued from page 46) 14 year old with the The diary formula has actually gone beyond radio in research usage. It's BIGGEST IDEAS. claimed that it can uncover practically anything any research group desires to know. Diaries are being used to reveal Write, Wire or Phone. living habits, buying habits. and fashion habits, to mention a few variations of diary-investigated factual information. 46/ VW:A ef America is always willing: to its all S. q4919 a« tell 19 EAST 53rd STREET at Madison Avenue...NEW YORK CITY to anybody asking who -what -where when- why -how. 48 SPONSOR n SPONSOR 11Iv 111111111111. Contests and Offers SPONSOR PRODUCT PROGRAM TIME OFFER TERMS OUTLET AMERICAN INST. OF Food JITN'TF Ask Dr. Columbia diamond ring, value $100 Tell in 25 words or les, x by housewives prefer SS tllt, F000 products Tobey 4 -4:30 pm products advertised on program New York Complete in up to 25 words senteues about AMERICAN CO. oil, Oil. Gas, Professor Saturday $50 cash Amoco product (different weekly). Winner :11íC tires Quiz 10 -10:30 pm gets $25 plus $25 if he included 5 acceptable questions and answers for use on program CO. Con- CARNATION Carnation Contented Monday Recipe booklet: "Velvet Blend Book" Free on request to sponsor, Milwaukee NBC densed Milk Iour 10-10:30 pm Betty Crocker MTWTF Bisquick, Magazine of 10:25-10:45 am Jubilee Baking Recipes Free for card to sponsor, Minneapolis GENERAL MILLS Gold Medal the Air ABC Flour, Cheerios Ilymna of All MTWTF Booklet: "Ten Rules for Getting Free for card to sponsor, Minneapolis Churches 9:25-9:45 am Results" Weekly prizes of lighters, watches; ANO RUCKEL, X-Bazin HALL INC. 1280 Club 11TWTFS grand prize of wardrobe, diamond ring, Write to program guessing identity of "Miss WOV, 7:30-7:45 pm portable phonograph, etc. Y" and send short proluct slogan New York Broadcast ILLINOIS MEAT CO. Corned Beef Ethel dt Albert TTh Gem wall -type can opener Send 35c and one Broadcast Hash label to ABC Hash 1:15-1:30 mu sponsor, Chicago KELLOGG CO., ANO Cereals and Breakfast in MTWTF Wishing Ring Send wish on postcard to program, Hollywood. ABC PROCTER & GAMBLE soap products Hollywood 9-9:30 am Wish read on air wins ring KERR CHICKERIES Baby chicks News of the MTN'TFS Booklet: "Poultry Raiser's Guide" Free on request to program R'OR, Farm 5:45-6:25 am New York White King Complete postwar kitchen; also ABC Complete sentence "1 like White King Soap LOS ANGELES SOAP CO. Granulated Frank MTWTF automatic ironers, dinette sets, electric because." Send with boxtop to contest, ABC Soap Hemingway 5:45 -6 pm, pst stoves, silverware, etc. Hollywood Pac. Coast MAIL POUCH TOBACCO Kentucky Fishing & Monday Several fine pieces of hard -to-get hunt- Send unusual story, tip, or question to program. MISS Club tobacco Hunting Club 10 -10:30 pm ing and fishing equipment Gift for each item used MTWTF METROPOLITAN LIFE Insurance Eric Sevareid, First-aid booklet Free on request to program, c/o local station CBS INSURANCE CO. News 6-6:15 pm MTWTFS WMCA, PARTICIPATING Various Mr. and Mrs. Merchandise prizes, monthly grand Complete jingle re "Marriage is a wonderful Music 12-2 pm prize institution" and send to program New York PET MILK SALES CO. Pet Milk Mary Lee Saturday Miniature Pet Milk can charm, free Send label to sponsor, St. Louis CBS Taylor 10:30 -11 am recipe booklets, booklet or. baby care WNAC, PETER PAUL, INC. Almond Joy Nelson Churchill MWF 11.000 cash Write last line to product jingle. sett.] with Views the News 7:15-7:30 am product wrapper to program Boston Aunt Jemima QUAKER OATS Ready and Ladies Be MTWTF Plastic sa.t, set ABC -Mix pepper Send 25c and 1 boxtop from either product to Pancake Seated 2-2:15 pm program Ready -11íx Send label from any Kraft Cheese spread, or RALSTON PURINA CO, Ry-Krisp, Checkerboard MTWTF Wm. Rogers silver -plated cheese wrapper from package of Ry- Krisp, and 25c to MBS Ralston Jamboree 12:15-12:30 pm spreader Ralston, Wallingford, Conn. Lighter to sender of subject used; if RONSON ART METAL Ronson Twenty Saturday studio contestants stumped, grand Send subject about which 20 questions may be JIBS WORKS lighters Questions 8 -8:30 pm prize of silver to le lighter, matching asked to program cigarette urn. tray Contestants identify two musical selections, KGER, SAY- ON.ORUGS Drugs and Wishing Ring MTWTF Merchandise from store give reason why they would like to have any Long Beach, toiletries 5:05-5:15 pm two articles in store Calif. WBRK. SEARS, ROEBUCK & CO. General Enterprise TTS Cash prizes Contestants identify "Mystery Tune" Pittsfield, merchandise Calling 6:45-7 pm Mass. W. A. SNEAFFER PEN CO. Pens, inks, Adventurers' Saturday Underwater goggles Send Skrip boat op or sales slip and 25c to CBS pencils Club 11:30-12 n sponsor, Chicago STERLING ORUG Molle Molle Mystery Friday 5 Personna Razor Blades Send end from Molle package and 25c to NBC (CENTAUR CO. DIY.) Theater 10 -10:30 pm sponsor, New York TIMKEN ROLLER lnst.tutional Today's Sports MTWTF 30-page booklet of 1947 baseball rules Free on request to Jim Muzzy, WHBC WIIBC, BEARING CO. Today 0:15-6:30 pm Canton, Ohio TONI, INC. Toni Home Give and Saturday Cash and merchandise prizes In event studio contestants fad, send correct CBS Permanent Take 2 -2:30 pm answer to Treasure Hunt question to program WESTERN AUTO SUPPLY CO. Automobile Circle Arrow Sunday 175 Big Bass fishing sets Obtain entry- blanks, instructio's from local NBC supplies Show 10:30-11 am W A. S. stores WILLIAMSON CANOY Oh Henry Detective Sunday $100 reward from "True Detective Notify FBI and magazine of information lead - M BS Mysteries 4:30-5 Pm Mysteries" Magazine ing to arrest of criminal named on broadcast AUGUST 1947 49 SELL EMPLOYEES TOO (Continued from page 47) hand winning the war on the assembly line. This use of airtime was, for the r most part, promptly dropped with VJ day and very little has been done to T e Best Buy in impress upon corporations the fact that broadcasting enters the home where there Central Iowa are unemployed workers when black -and- , white doesn't. KSO Gives You One large corporation (Yale and Towne Iowa's Manufacturing Company) discovered this Richest Market after a disastrous strike which closed PIONEERING SINCE In One Package their Stamford, Conn., operation for five months 5, On One Station (November 7, 1945, to April 1946). Yale and Towne employs 4,000 1942 in its Stamford plant, one out of every Write for availabilities fivc employables in the area. The bad press which stressed absentee ownership an eAtafili.Feed daim today ! and all the negatives of the Y. and T. on the management created a post- strike situa- BROADCASTING COMPANY MURPHY tion where over a third of the employees .7Ccicro.a3, Calf Ataycf'tet 5000 WATTS -BASIC CBS just didn't care to come back to work. bad Des Moines 9, Iowa They felt they couldn't forget the blood that had arisen during the strike for availabilities write Yale and Kingsley H. Murphy George J. Higgins and decided to work elsewhere. O. R. Wright, Sales Manager PRESIDENT GENERAL MANAGER Towne felt they, had a good clean that Porter Bldg., Kansas City, Mo. plant, a history of satisfactory labor rela- Headleyleed ta. tions which had run for years prior to the NATIONAL REPRESENTATIVES strike, and so they decided to use their E. L. DILLARD, GENERAL MANAGER regular newscaster, Julian Schwartz, to tell their story on WSTC. Yale and Towne had sponsored Schwartz all 311-S11' SPEAKS through the strike but he hadn't taken any sides on the issue and had reported i',v1`1'1111`.S what went on in the town from a com- Language pletely neutral editorial chair. Within one year after the fight they 1 ottng or old-risers ur have their full complement of employees, wonu9n-rich or poor-stu- having recruited 1,200 employees with the dell or teacher-here or help of radio. 3 rr SPONSOR in April noted how Sunoco i` t here-es er. Ii.leus to és :;-j issai;,,e,s Products of Hartsville, South Carolina, !-s awl uoilers larids nsu:41e. broadcasts a program called My Town TLat i. %%Is. radio today over a number of local stations for the ¶2icTRAND (lesote. its greatest time, sole purpose of selling Sunoco to its own by far. to the performance employees. More and more corporations Atlantic City's Hotel of Distinction of music. are realizing that loyalty isn't bought by a pay envelope. Mask is the career of 1011. Corporations which have employee re- ATTENTION .111d 1n1I's full and clear lations radio plans in the blueprint stage DELEGATES under.t:utdittg of the force include U. S. Rubber, Todd Shipyards, We invite all delegates to the uf ssnt.ie toda) i. COtI j)iell- Procter and Gamble, and General Foods. National Association of Broadcasters oua reflected in the wide- The first two are expected to sponsor local Convention in Atlantic City, Sept. programs especially directed to their 13th to 18th to make this lovely spread aecepta nee of it. hotel "Your Headquarters." workers while the latter are expected to facilities. Beautifully Furnished Rooms insert an employee slant in their soap ... Salt Water Baths ... Open and Inclosed Bill music is licensed to 1,675 operas occasionally and even in their Sun Verandas ... Sun Decks atop ... broadcasters. nighttime entertainment programs. Cuisine Unsurpassed ... Garage on so, of July 21, 191ì Premises . . . Every Facility . . . There are other employers who have similar ideas in the consideration stage. Attractive Rates BROADCAST MUSIC INC. Make Reservations NOW . The management-labor relations job is 580 Fifth Ave. New York 19, N. Y. never done-it must he a continuing Exclusive Pennsylvania operation. Avenue and Boardwalk 50 SPONSOR L period, and reached as high as 68 during promised for "some time this fall" Phila- certain programs. delphia's WFI L-T V, Fort Worth's KCPN- The anti -television camp which tries TV, Richmond's WTVR, Cleveland's to explain away the present TV audience WEWS, and Milwaukee's WTMJ -TV with "it's the novelty that gets 'em" will be lucky to be on regular schedules by found it difficult to account for a sponsor - February 1948. recognition figure of 75 per cent for one With GE in actual television set pro- TV program duction now it's expected that Schenec- and an average of 6.2 viewers per viewing set. Regardless of the fact that tady's WRCB may go commercial in few people in radio are anxious for TV March 1948 if not before. Commercial Hooper's confidential video survey for will for to grow too fast until networking is an operation mean better pay the CBS, which was released to the press in staff and a professional approach to the accomplished fact the medium is develop- part, was so pro -television that the net- program job, which has been handled on ing faster than any other in the history work decided not to release the entire an experimental basis up to this time. of advertising. report, despite the fact that sportswise TV is still somewhat worried about The third Washington WCBS -TV stood up well in the figures. station (the producing direct sales and will continue This to a degree duplicates the figures - Washington Star's WTVW) promises to to be worried about that until there are locked-in- the -safe policy which followed be on the air in October but January 1 enough receivers in use to deliver mil- completion of the N. W. Ayer- Goodyear- is probably a closer estimate. The latter lions of viewers - although millions are NBC TV survey. Sets in use were over date also is a fair guess for Baltimore's not a necessity for profitable visual 50 per cent during the entire CBS survey second TV outlet, WMAR. Although broadcast advertising. made under station sponsorship because decided to become an FM radio dealer. FM may find its first real consumer accept- On July 15 WQXQ. FM sister station ance through the introduction of the of WQXR, New York started on a full - low- priced Pilotuner. time schedule, transmitting all the pro- Typical of conditions all over the grams heard over the AM station. nation during the summer (only more so) WQXR is the first standard broadcast is the high degree of hot weather static station to make all its programs available F which makes listening virtually impos- to FM listeners. It is continuing to sible even a few miles out of town for broadcast on the old FM band as well some stations. Recently some men living as the new to give 100 per cent service to Of greatest FM interest to the Federal at Indian Head, Md., 25 to 30 miles FM'ers. This move is a forerunner of Communications Commission engineers south of the District of Columbia, sent what is expected to happen on all AM in the past few weeks has been the new a spokesman up to see Ben Strouse, stations that have FM affiliates, when FM Pilotuner. FCC'ers have had the manager of WWDC. They were baseball union musical problems are overcome. tiny unit under the toughest tests fans and they couldn't hear the night Advertising agency inquirie> on avail- they know of and while they are not games over WWDC in their homes. The abilities on FM stations, which were ready to give it a special governmental spokesman presented a petition bearing noted last month in the Fall Facts edition blessing, there has been less talk of 92 signatures. Mr. Strouse was sorry but of SPONSOR, started turning into business another shift in FM channels since the he told them he was not the FCC and he in July when Young & Rubicam bought set has been available. couldn't extend the night service range Report to the People, a Monday- through- In New York the Pilotuner was shown of the AM station. However he sug- Friday 6:30 -7 p. m. program on W FM Z, to the consumer and trade press by the gested that the spokesman borrow one of Allentown, Pa. The program started manufacturer, Pilot Radio Corporation, the station's FM sets and listen to the August 4 and will be under active super- under no special auspices. In Washing- games over WWDC-FM. He and 25 vision to test the efficacy of the cam- ton the presentation had the blessing of others listened to the next game on the paign. The station feels that the pro- WGAY -FM, WINX -FM, and WWDC- borrowed set. Result, the spokesman gram will produce and wants to prove its FM. Most other presentations will be bought the set he had borrowed and results to all who use the air to advertis e to see pages and pages of designs moving First special advertising for FAX is across their receiver screens. If it were being prepared experimentally by one of possible to stop them long enough to the top agencies in New York. They will see one frame (30 complete pictures use it in private transmissions for staff [frames] are seen on a video receiver in and a limited number of clients. The one second) they would see a page of feeling in the little group working on the type broadcast by RCA in its experi- idea is that FAX will be able to do a job FAX ments with ultrafax on the regular that neither sound nor visual broadcast- television wave band. ing will accomplish ... to quote one of American Type Founders are said to the copy men on the project: "It's fun, When no scheduled television pro- be developing a type face that will be but if it works, what it's going to do to grams are on the air accidental viewers clearer than any existing now when present advertising concepts won't be late at night or in the wee hours are apt transmitted into the home via FAX. fun." AUGUST 1947 51 newspaper advertising not just adver- agencies on what it was supposed to SPONSOR tising in a particular publication. The accomplish. The confusion was a matter magazines have elaborate plans to sell of layout, art, and wordage. It was also the "slick" printed entertainment in a a matter of opinion since what moves high -powered direct -to- advertisers man- one man slows down another. Not a ner. Outdoor advertising has spent matter of opinion was the final appeal. literally millions selling the field. Advising the public to write to The Only broadcasting has relegated its Advertising Council for prepared adver- biggest job to a minor position. The tising and radio fact sheets co the current NAB Bureau of Broadcast Advertising problems with which the Council is does the best job it can with limited concerned, the ad said: "Take thin material to business firms, personnel and budget. even smaller The radio stations. newspapers. Ask them to number of big advertisers who have been contribute some of theiradtvrtisln, to approached and sold the institution of these problems so that your community will be Informed, aroused. Let's speed up broadcasting can be counted on the I)em ocracy!" fingers of one hand. Thus was opened the door for pressure Sponsors want the facts of broad- groups to descend upon hundreds of casting. SPONSOR is doing its best to advertisers, radio stations, magazines, carry the facts to them but no trade and newspapers for free time or free paper can do the job alone. The industry space. Broadcasting during the war SPEAKS just has to realize that while NAB spends worked with The Advertising Council, 80 per cent of its time settling intra- giving millions of dollars in time and Let's Start Selling Radio industry problems, the medium may talent for the purposes which were shrink because the broadcast facts of cleared through the Council. It continues Broadcasting can and does work sales life aren't being sold medium-wise. It's to give thousands of dollars in time magic but it requires someone tc time that consideration of selling broad- monthly to fight the problems of Peace. spread the word to spread the word cast advertising gets out of the com- It's vicious to ask the public to bring without personal aggrandizement. Even mittee. Sponsors must be educated to the pressure to bear on business and adver- Aladdin had to rub his lamp before the fact that broadcasting is not a one net- tising for more contributions of the very hard -working genie materialized and work medium; it's a 1600 station field. thing by which they live. produced miracles. Chet LaRoche, President of LaRoche With few exceptions all network Enter Pressure Groups & Ellis, ought to know better. There's advertising and most station advertising no question but that the appeals advo- is devoted to telling how good the indi- On July 15 LaRoche & Ellis, Inc., cated by the Council are worthy. That vidual network or station is, with very paid for a full page in the New is not the point. Pressure groups start little attention to the efficacy of the York Tintes to tell the story of The out asking for time for causes everyone medium. Advertising Council. The ad was a agrees upon. That's only the beginning. Newspapers have a highly -paid pro- "busy" piece of copy which left a con- Once you start anything like this there motional man whose one job is to sell fused impression among advertisers and is no end ... for advertising. 1 LOCAL PROGRAM INSPIRATION hope to build a program that the A -B -C broadcast receiver) of any set. The tonal Chesterfield, which has frequently been cigarette will buy. range is never any better than the regular cited this year for energetic promotion of Supplying the program blood (cash) AM receiver but the program comes into its broadcast programs, once again rates at the local program level is one way to the home static - free -the standard (AM) deep bows. As a matter of record the insure a healthy medium in which to set owner doesn't have to purchase an applause goes directly to B. F. Few, vp advertise. entire new radio to hear noiseless enter- in charge of advertising for Liggett & tainment. I\lycrs Tobacco Company, for he is the The Pilotuner is small but efficient BREAKING THE FM BOTTLENECK man back of Chesterfield's buying local and what's more important it costs hour shows throughout the country. What FM broadcasting has needed for $29.95 at retail, less than most standard Some are disk jockeys some are per- the past few years is a good low- priced table models. It's been field tested and sonality shows all are local -all are FM radio receiver. Zenith was the first proved better than adequate. Pilot, station- built. Under instructions from to promise such a set in quantity but having made two errors in building FM Few, the ad- agency, Newell- Emmett, their assembly line just hasn't produced. full -size sets (they rt called a few thous- buys the programs which Few has During July Pilot Radio (they started in and they had sold which turned out to checked and heard personally and tells business in 1908 selling parts) presented be unsatisfactory) have now delivered the stations that the client wants nothing the Pilotuner, an Fß\1 tuner that can be what prospective FM sponsors wanted to changed. The station runs the program; attached to any radio set from a midget see - something in the mass price range. the agency supplies the commercials. to a giant combination radio phonograph. It's going to force other manufacturers This has done a great deal to inspire The Pilotuner just tunes the stations and who have been talking low -priced sets good local programing on the stations delivers the FM signals to the audio into action. It looks as though Pilot involved, and some not involved. who side (the sound- reproducing part of a has broken the bottleneck. 52 SPONSOR I THERE'S POWER 111 i NUMBERStJMBERS -.411111141 0*.41,. rF`s , J'. f. . I ; i.-r!. J.° ' f ir t fi ! . w. v. ' 2 r :lir . ! , . f;+ s .`"K; ti i r t Y -. :-` . I'' '' 5. ^ . i I. ... - 47 -.4:, a ?t+ ..1 I ks : .; ÿ ..._«. . i; 1^ .: +.' ... : :° ,Y !` y[ . r ¡+ ël' ;' z- . 'e- + ' . . r rK - :; _ y- .' a WINS NOW 50,000 WATTS Over the most densely populated area of New York City, WINS now has a clear, powerful directionalized daytime signal equiva- lent to 240,000 watts non -directional. With its five -fold increase in power, WINS for the first time will deliver to metropolitan New York listeners a signal thoroughly comparable with the very best now available in that market. And even though daytime power goes up, no immediate rate increase is contemplated. Any rate adjustment either up or down will, in the future as in the past, reflect our long standing over -all company policy of selling a demonstrated listening audience at the lowest possible cost -per -listener consistent with sound and constructive operation. C R O S L E Y B R O A D C A S T I N G C O R P O R A T I O N WINS N E W Y O R K your Best Move for... l tt!°1 'i \! f . 'rearm Seile4 W Here's a good move for you. Use Cleveland's Chief Station and win bigger sales! Cleveland listeners have made their move. The recent Cleveland Press Radio Poll gives WJW more firsts in listening popu- larity than any other Cleveland station. Now . for increased sales and greate profits ... it's your move! c`EVEIA Np Is \\'/\\' deli. ers more daytime listeners per dollar than any other Cie. eland station.